An Appraisal of the Swot Analysis and Its Effect on the Marketing of Services
(A Case Study of Globacom and Etisalat Telecommunication Company)
ABDULLAHI NDAGI YAKUBU, SALIHU SHEHU& SAIDU ALIYU BABA
Department of Marketing, The Federal Polytechnic, Bida, Niger State.
Department of Marketing, The Federal Polytechnic, Bida, Niger State.
Department of Marketing, The Federal Polytechnic, Bida, Niger State.
Email: ndyakubu1976@yahoo.com, shehumunir2005@yahoo.com & saidualiyubaba@gmail.com
ABSTRACT
In Nigeria many telecommunication companies have been experiencing decrease in their sales volume. This has been attributed mostly to present state of Nigeria economic and even world economic meltdown. This study appraises the company SWOT analysis and its effect on marketing of services. (A case study of Globacom and Etisalat Telecommunication. In carrying out the investigation, the researcher adopted both primary and secondary data sources. Survey method of research was adopted, in which questionnaires and interviews were used as the major instrument for data collection. Various authors’ written works, relating to this research work was consulted. The sample size of the entire population of Global communication is twenty-seven (27) while, the sample size of the entire population of Etisalat communication is twenty (20) The data collected from the field survey were presented in tabular form. Hypothesis was formulated and tested using correlation analysis. The study revealed that companies’ activities are affected by uncontrollable external factors. Also revealed that in both Globacom and Etisalat, the workers are not well prepared for the anticipated challenges and environmental changes despite the knowledge that such challenges can mar the company’s operation. This could be as a result of planning or management drawbacks or less involvement of lower level managers in decision making. The researcher recommends that companies should put in place a framework that enable them monitor the environment more efficiently and they should be flexible enough to adapt and be receptive to change. Keywords: SWOT Analysis, Marketing of Service, Telecommunication Company