Abstract

During my internship in MTN BFC/GTC Buea a Telecommunication institution had a variety of services to offer to their customers all over the regions in Cameroon and some parts of the world which are complete my with other services offered by other communication network company where MTN is located. I also noticed the use of English and French which are the two official languages in Cameroon in their operations and document such as contract form, brochures, and flyers showing the various services they offer to their customers.

Also, while working with the entire team, I took notice of the complains that the customers were giving such as unable to call due to poor network coverage, unable to withdraw or use mobile money account. I also took not of some MTN product which is not well known or explained to customers for the garnering of information on the topic “contribution of direct marketing to the sales of a firm”, the perception of using MTN product, the use of MTN product, is not well explained to customer. All this slows the rate of sales of MTN products.

CHAPTER ONE

INTRODUCTION

In this chapter, we are going to give a brief outline on what direct marketing is about which will enable us to bring out our statement problem as well as the aims and objectives of the study. We shall also give the research question and significant of the study that is the importance of direct marketing to the company individuals and the society as a whole.

1.1 Background to the study

Direct marketing is defined as the act of making direct contact with existing and potentials customers to promote your products or services e.g.  mail order or telephone selling rather than through retailer. Direct marketing supply describes how a firm like MTN BFC/GTC makes direct sales to their customers in satisfying their wants and needs.

During the period of internship, we faced problems which were both personal and organizational.

Network problem; Despite the fact that MTN is doing it possible, still technical problems occurs with network which affects credits transfer and calls. This goes long way to retard the business.

In adequate sensitization of the public about activities undertaken by the company MTN BFC/GTC some people are not aware of numerous product offer by MTN like the postpaid, dual account and ISP.

There is a high degree on centralization of the organization making it difficult for effective rapid response towards the easy encounter by the branch managers and employees.

Not only must the company relates constructively to customers, suppliers and dealers, but must also relate to large number of interested public.

Marketing is the act of promoting and selling products or services, including market research and advertising. Direct marking enables a firm to have a closer and lasting relationship

The best marketing department spends time counseling top management to adopt positive programs and to eliminate questionable practices so that negative publicity does not arise in the first place.

Many managers and public relation specialist do not talk same language marketing managers are much more bottom-line oriented, whereas public relation practitioners see their jobs as prepare and dissemination communications but differences are disappearing.  Many companies are turning into direct marketing like mail order or telephone selling, product promotion and image marketing. Marketing public relation financial public relation and communication public relation serves a special constituency namely the marketing department.

As the power of mass advertising weakens marketing managers are turning more to in a survey carry out marketing managers, three reports that their companies base on direct marketing. They round it particularly effective in building awareness and brand  new ledger for its new and established products.

Direct marketing is also effective in blanketing local communities and reaching specific groups. In several cases, direct marketing is more cost – effective than advertising.  Nevertheless, it must be planned jointly with advertising in adding maketing managers need to acquire more skills in using marketing public relation resources.

Direct  marketing can affect firm sales at a fraction of the cost of advertising. The company does not pay for the space or time obtained in the media it pays only for a staff to develop and circulate the stories and manage certain events. If the company develops an interesting study, it could be picked up by the media and worth millions of dollars in equivalent advertising which will actually help on the improvement of its sales. This advertisement can possibly be carried out on the internet, television as well as radios.

1.2 Statement of Problem

MTN BFC/GTC faces some threats with other competitors.  This is because it is located closer to other mobile communication institutions like Camtel, Orange, and Nextel.

Such problem of competition can be solved by the marketing department working more harder on developing different strategies of promotion their products. With these new strategies, they shall be able to succeed their competitors but it the marketing department is lying low, their competitors may use different strategies to overtake them and this may lead to the lost their customers’ hence poor sales.

1.3 Aims and Objective of the Study  

• The general objective of carrying out my internship in MTN BFC/GTC it’s because internship is an important study as a business student and it required by the Minister of Higher National Diploma.
• To see how theories could be put into practice
• For profit making
• For the sanction of consumers
• To attain the goals of the mother company (MTN)
• To gain more market shares
• To maintain leader position in the market
• To know how the copay operates in its marketing department
• To know the various methods used by the company in improving on its sales

However, direct marketing will help the company to have potential customers with long lasting relationship and this will help to improve on their sales.

1.4 Research Question

Due to the problem of completion faced by MTN BFC/GTC I decided to write on the topic “The contributions of direct marketing to firm sales” as to the case of MTN BRG/GTC

1.5 Research Hypothesis

Does direct marketing have an impact on firm sales?

Direct marketing have an Impact on firm sales

1.6 Significance of study

• it helps to highlights the importance of direct marketing to a firm
• it help to improve on our marketing skills as markers
• it also helps the society as a whole to be aware of the existence of certain products with the help  of advertisement
• it also helps to build strong relationship between the marketers and their customers.

1.7 Scope of the Study

This internship was being carried out for a month from the 4th of July to the 4th of August 2016. This internship activity was being carried out in the Mobile Communication Network (MTN) BFC/GTC at Buea Molyko.

1.8  Definition of Terms

APN: Access Point Names

BFC: Bawe Fon Chrisantus

GTC: Global Telecommunication Company

ISP: Internet Service Provider

KYC: To know your customer

MTN: Mobile Telecommunication Network

MIK:  Mobile Internet Key

MoMo: Mobile Money

CHAPTER TWO

LITERATURE REVIEW

Introduction

In this chapter, literature will be viewed in two categories that is conceptual and theoretical. By conceptual we simply mean writing everything we know concerning direct marketing and by theoretical we mean bringing out theories, linking it to direct marketing.

2.1 Conceptual Framework

Definition of Marketing

Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating and exchanging products of value with others (Philip Kotler).

Direct marketing

Direct marketing is the act of making contact with existing and potential customers to promote your products or services e.g. mail order or telephone selling rather than through retailers.

Growth of direct marketing

The growth of direct marketing in MTN BFC/GTC has come about because of the following;

Decrease in Efficiency of Mass Media

Direct marketing can be carried out with the use of media such as telephone, direct mail, newspapers, magazines and television. With the decrease in efficiency of this media, MTN decided to meet with their customers directly that is face-to-face in the selling or and advertising of their products.

Changing Dynamics in Demographics and Life Style

As years pass, so do things change every day. Companies grow every day so as their technologies grow. MTN have decided to implement direct marketing strategy due to their technological advancement in making the world wide to know about the existence of their product such as mobile, retrieving of Sim, selling of internet key etc.

Proliferation of new products

The main aim of every company is to grow well and expand. The availability of new products offered internet services provider (I.S.P) have encouraged the growth of direct marketing. Enabling them to easily sell these products and build good relationship with their customers.

Manipulation of distribution channels

The availability of many different distribution channels has led to the growth and development of direct marketing making it easy for their products to be sold.

Demarcation of market

The demarcation of markets has also encouraged the growth of direct marketing in MTN BFC/GTC.

Development of data marketing

The existence of data-based marketing has led to the growth of direct marketing in MTN BFC/GTC. MTN has a strong marketing department with the leader of a marketing director with whom they are able to bring out different marketing strategies in marketing their products.

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