Positioning Strategies and Firm Competitiveness in the Nigeria Telecommunication Industry: A Study of GLO and MTN Asaba

Abstract

The study is to examined the relationship between positioning strategies and firm competitiveness in selected Nigerian Telecommunication firm in Asaba, Delta State. Cross sectional survey research method was adopted as the research design. Stratified random sampling technique was used at selecting the sample size.  The population of the study is one hundred and twenty (120) comprising of customers and staff of GLO and MTN telecommunication firms in Delta State. The statistical techniques used comprises of simple percentage, correlation and multiple regression analysis. Findings showed that the variables of positioning strategies (product health messages, product packaging, product quality and product availability) have significant positive effect on firm competitiveness. The study concluded that the communication of the health messages of a product will contribute significantly to the productivity of the organization. With the development of living standards due to the product health messages, consumers have become progressively more concerned about their health. The study recommended that product health messages initiatives are ways organizations should use to communicate about effects, benefits and values of a product to the consumers. Therefore, organizations should continue to communicate about the health messages of the product with a label tagged on the product showing all the necessary health messages a consumer needs to know about the product.