MARKETING STRATEGIES IN THE COMMUNICATIONS INDUSTRY A CASE STUDY OF ABG COMMUNICATIONS SYSTEM LIMITED
MARKETING STRATEGIES IN THE COMMUNICATIONS INDUSTRY A CASE STUDY OF ABG COMMUNICATIONS SYSTEM LIMITED
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Date
1995-09
Authors
BELLO, UMAR MUHAMMAD
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Abstract
ABSTRACT
This study is concerned with the determination of the marketing
strategies being used by ABG Communications Limited in the marketing
of communications systems products which is their main source of
income.
The study investigated the extent of which the performance of ABG
Communications Limited has been influenced by the strategy it has
adopted over the years it has operated. Both primary data (through
questionnaires) and secondary data (published reports) obtained from
the Company were used in addition to interviews held with the Principal
Officer in each of the functional areas of the Company.
Communications industry business firms constitute important part
of today's business system. Their role in our economic history cannot
be overemphasized. Important, insightful techniques for examining a
Company's competitive position, business strength and industry
attractiveness and the make-up of multi-business corporate portfolios
have come to the fore. Formal strategy evaluations and annual
strategy reviews are growing in use.
Unfortunately, however, there have been inadequate publications
to educate people and the few books on this subject are not simple
enough, to be understood easily by people who are not specially trained
in engineering. The inadequate publications in this sector of the
economy has led to many research studies being conducted into
its problems.
Improving the quality of the communications business, management
will strengthen an important sector of the economy. It is for this
reason that the focus of this study is upon effective management and
proper use of their stated tactics/strategies in communications
business firms.
The following strategies/policies and other innovations which the
company had developed over these years.
i ) Marketing of satellite dish
ii) Marketing of communications equipments
iii) Marketing of cable satellite systems to subscribers.
iv) Marketing of solid aluminium dishes.
Emphasis is placed on those marketing strategies that are
uniquely important to communications industry businesses in Nigeria.
Finally, suggestions and recommendations are made which if
implemented, will help in marketing of communications business in
Nigeria.
Description
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
Keywords
MARKETING STRATEGIES,, COMMUNICATIONS,, INDUSTRY,, CASE STUDY,, ABG COMMUNICATIONS,, SYSTEM LIMITED