Integrated Marketing Communication as a Tool for Increasing Competitive Advantage: A Case Study of MTN Nigeria Ltd

by

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research coordinator, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

Signed __________________ Date _________________

ABSTRACT

In the 21st century business environment, communication plays a strategic role not only in managing the organization's day-to-day activities, but also in selling its mission and products as well as its brand name to its customers. This recognition has led to the development of the concept of marketing communication, which represents the voice by which companies can establish a dialogue with customers and other stakeholders about their products, services and/or other company issues (Keller, 2003, Tosun et al 2009 and Christensen et al 2008). The dawn of the 1990s witnessed the pervasive growth of the Internet, which rapidly changed the traditional model of marketing communication. This is because, in addition to the traditional communication media (i.e. TV and radio advertising, direct selling, sales promotion etc), organizations are now presented with the opportunity of communicating with a much wider audience across the world through the internet (Burgmann 2010). Thus faced with the multiplicity of contemporary ways to reach consumers using both traditional (TV, radio, magazines, direct selling etc) and non-traditional media (i.e. the internet), there is a strong need for modern businesses to integrate the multiple marketing communication options so that all messages about their products/services to which their customers are exposed are coordinated and controlled in a holistic way in order to enhance their competitive position. This led to the development of the concept of integrated marketing communication (IMC).

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Aims and Objectives2

Significance of the Study3

CHAPTER 2: LITERATURE REVIEW4

Integrated Marketing Communication4

Implementation of IMC in companies11

Pitfalls of IMC Implementation14

Technology and Entertainment - IMC drivers16

IMC on the uses of technology16

Mobile communications and economic development20

The Telecommunications Industry in Nigeria21

The form of the competition21

Technology Advancement22

Privatisation22

Liberalisation23

Globalisation24

Advantages of globalization24

Implication for customers25

Economic rent26

Governmental role in the industry26

Future forecast27

The reasons for choosing Nigeria27

Pro & Cons of being located within this specific region27

Competitors (local and private)28

The local government and its regulations and policies regarding foreign firms29

Risk factors29

The Current International Environment30

Ethical Issues Regarding Business Operations30

Porter's Five-Force31

CHAPTER 3: METHODOLOGY33

Search Technique34

Role of the Researcher35

Researcher Bias36

Research Design36

Instrument for data collection37

Literature Search37

Inclusion and exclusion criteria38

Search terms - key terms38

Additional Online searches39

Search rationale39

Critical Appraisal tool39

Reliability/Dependability39

Validity41

Ethical Considerations43

Appraisal limitations44

CHAPTER 4: CASE STUDY45

MTN Group Vision47

Products and services47

MTN Blackberry47

International roaming48

Banking48

Strategies of MTN48

Foundation of MTN Nigeria48

Consolidation and diversification49

Leveraging MTN footprints and intellectual capacity49

Convergence and operational evolution49

Prospects50

SWOT ANALYSIS50

Strengths50

Strong market position providing enhanced brand image50

New customer additions to fuel future growth51

Weaknesses52

Decreasing ARPU in major geographies52

Opportunities53

Focus on emerging data and content offerings53

Low penetration rates in various markets53

Threats54

Intense ...