This project work titled “The Impact of Market Segmentation and Product Positioning In Service Industry” with reference to MTN Ahmadu Bello way Kaduna. Contains five chapters. It a body of knowledge in the field of business, that marketing concept which are applied in the manufacturing industry are applicable in the organisation. The focus of this project is base on the introduction of the subject matter, background of the subject matter, statement of the problem and the research of the objective for the study was also made. However, the research scope, significance of the study, including the limitation were highlighted and clarified, also definition of terms used during the study were stated. Literature reviews were carried out, also questionnaire were administered to collected data from the management and staffs of the MTN and a simple percentage was used to analyze the collected data for easy understanding. Research population and sample size, a sample size of 12 were taken from the population of 24 of only the management and staff of the MTN. The discussion of the result have been carried out. The study conclusively discovered that segmentation and product positioning is a vital tool for any business, it is recommended that MTN should continue to segment, this is because, the net effect will be sustainable profitability.
Marketing is a business that identifies unfulfilled needs and wants defines and measures their magnitude determines which target market, the organisatioon can best serve and decide on appropriate product, services and program to serve these markets.
Consumer are the most important things to consider while operating any business environment. It must therefore be clear that a through and constant study of the consumers is one thing and another entirely those needs of the consumer at a profitable level, hence marketers resort to a lot of strategies.
Many people are confusing marketing for its sub-functions such as advertising selling and merchandising. But an authentic marketing is not the act of selling what you can make but knowing what to make. It is art of identifying and understanding customers profit to the producers and benefits for the stakeholders.
Market leadership is a gained by creating customer services therefore marketing can be viewed as customer oriented philosophy. It is the creation and delivery of a standard of living. Organization must try to identify a particular market that is more attractive and that can be managed affectively and profitable. Market segmentation attempts to identity significant difference in buyer characteristic which is used to determine which target market should be aimed at and the type of product to be given to that market.
Market segmentation can be defined as the act of dividing a market into distinct parts. A market consists of buyer and these buyers differ in one or more respects.
They may differ in wants resources and geographical locations. Buying attitude and buying practices. Any one of all these can be used to segment a market in order to serve the customer more effectively and efficiently.
Market segmentation can therefore be defined as the act of dividing a market into distinct parts, that is the process of dividing the total heterogeneous market for a product into several submarket or segment each of which tends to be homogeneous in all. Significant aspects, it can also be define as the act of dividing a market into distinct and meaningful groups of buyers who might merit separate product and or market mixes.
Segmentation strategy helps the organization to find reaction in customer trait and producing in line with those characteristics so as to conform to those identified needs of the customers.
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