POSITIONING TO FACE CHALLENGES IN THE BANKING INDUSTRY: THE FIRST BANK EXPERIENCE
POSITIONING TO FACE CHALLENGES IN THE BANKING INDUSTRY: THE FIRST BANK EXPERIENCE
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Date
1999-08
Authors
AMEH, EMMANUELLA ENE
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Abstract
This study is primary on the positioning strategy as adopted by First Bank of
Nigeria Plc. To enable it survive the fierce competition between various Banks
and tactics against each other in search for a good market share.
It deals with the evolution of various strategic plans, to their implementation
stage. The research was based on the collection of primary data through the
use of a detailed questionnaire, reports, observation and personal interview.
On hundred customer out of the population of customer within the four
branches in Kaduna metropolis were randomly selected as sample size. One
hundred FBN Plc staff were selected as a sample size within Kaduna
metropolis.
Data collected was subsequently analysed and interpreted using the simple
percentage method with the aim of testing the drawn up hypothesis in order to
accept or reject as appropriate. In this study the results showed that the null
hypothesis (Ho) should be rejected in all three cases and the alternative
hypothesis (H1) be accepted.
Finally, recommendations were made to First Bank management in order to
ensure continuous sustenance of it's leadership position and to remain to it's
name.
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Description
A PROJECT SUBMITTED TO THE POSTGRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA,
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE,
MASTER OF BUSINESS ADMINISTRATION, (M.B.A.)
AHMADU BELLO UNIVERSITY, ZARIA
Keywords
POSITIONING,, BANKING INDUSTRY,, FIRST BANK,, EXPERIENCE