Abstract
This research is a study of MTN, a multinational telecommunications company and its strategy for entering the Nigerian Telecommunication market. This study considers the rationale behind the decision to enter the market and it examines the implementation process. This study also looks at the historical development of MTN, the company’s main expansion steps, and the modes of entry to foreign markets with focus on Nigeria. The objectives range from securing dominance of growth markets, restructuring markets and gaining competitive advantage through its expansion strategies. The paper utilized content analysis of library materials, journal publications, internet materials, MTN company profile publications, and other documented materials that are relevant to the subject matter as a source of data. This paper adopts qualitative research design to gain an insight on MTN operation in Nigeria. The study identified some of the main expansion steps taken by the GSM giant in expanding its reach within its operating environment, such as; creating and managing stakeholder value, creating a distinct customer experience, driving sustainable growth, transforming MTN operating model, innovation and best practice, improved broadband, and investment existing network technology which gives it an edge as the leader in GSM operation in Nigeria
Key words: Global System for Mobile communication (GSM), Performance Indicators (KPI), Information and Communications Technology (ICT), Multinational Enterprises (MNEs)
1.0INTRODUCTION
1.1Historical Background of MTN 1
1.2A General Review of the MTN Network in Nigeria1
1.3Objective of the study4
1.4Scope of the Study4
2.0LITERATURE REVIEW
2.1Nigeria and the Telecommunication Industry4
2.2MTN’s Expansion Steps5
2.3OTHER MTN EXPANSION TECHNIQUES
2.3.1Improved Broadband8
2.3.2Investment Existing Network Technology 8
2.4MTN ENTRY MODE TO FOREIGN MARKETS
2.4.1Hub and Cluster strategy penetration Strategy 9
2.4.2Acquisition Strategy9
2.4.3Sales Representatives Method10
2.4.4Licensing Strategy10
2.5OTHER ENTRY MODE STRATEGIES USED BY MULTINATIONAL ENTERPRISES
2.5.1 Franchising11
2.5.2Market Penetration11
2.5.3 Mass Market Penetration12
2.5.4 Niche Penetration12
2.5.6 Skimming and Early Withdrawal12
2.5.7 Rapid Skimming Strategy13
2.5.8 Slow – Skimming Strategy14
2.6MTN Corporate Social Responsibility Platform for Expansion14
3.0SUMMARY AND CONCLUSION15
References16
Tables
Fig 2.1 MTN’s Expansion Strategic Steps Model
Fig. 2.2 MTN Expansion Strategies