CHAPTER ONE

1. INTRODUCTION TO THE STUDY

        The company’s effort at prevailing among the millions of competition is surrounded by number of strategies the major factors that brought competition is product.

        A product is anything tangible that can be offered to a marketer for attention acquisition that can satisfy a want or need.

        A product in a competitive market should always be attributed with certain factors for proper identification in that market by the consumers.

        The strategies for winning customers include the discovery an exploitation of distinctive advantage over competition. It stands on the principle that a company or a brand should have its own brand or concept of its business and check to achieve superiority over others.  

        The competition in the market is one of the key environment tat affect company’s activities to give its target market. The rival or competitor may be directly or indirectly. For this reason, strategies to put in place of suppress this competitor can only effective if proper competitive situation can only effective if proper competitive situation analysis is conducted whether it be product quality method of distribution packaging and advertising skills.

        As some one said “supreme excellence consist of breaking the enemy’s competitors resistance without fighting” this various strategies such as product differentiation which includes: pricing.

1. STATEMENT OF PROBLEMS

        Supposed our economy is a monopolistic economy issue of competition would not have arrived in the marketing of goods and services but due to the various environmental factors include among producer, producing the same type of product.

        It had turn a market to a competitive ground and some producer find it very difficult to survive in the competitive markets.

        It’s therefore important for management to build an organization culture dedicated to the outstanding and meeting the needs of customers by order to identify companies competitors. The company must also recognize that “CONSUMER IS THE KING” company must involve themselves in marketing strategies that will allow them to be better off the other competitors in their target market.

1. OBJECTIVE OF THE STUDY

This research work will be useful for practical purpose which shows the techniques or strategies for winning customer in a competitive market environment in Nigeria.

        Other purpose of the study are listed below:

1. To investigate and find out the implication of competitors on the activities of the company (Zain Nigeria Plc).
2. To know whether the intended strategy serve as the solution to the existing problem(s).
3. To identify the brand Zain can used against other competitors like MTN, GLO.
4. To carry-out investigate in affect of various marketing strategies in winning customers and simulate repeat.
5. The Organization (Zain Plc): –  This study will also found useful in zain Nigeria plc. In order to know the effective strategies to use for marketing its product in the face of other competitors.
6. Source of Information: – This study could also be used for further researches as source significant.
7. Job Opportunity: This study will also be useful for employment purpose due to its significant.

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2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
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5. 5. Direct citing (if referenced properly)
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