CHAPTER ONE
- INTRODUCTION
The researcher ventured into nod of literature to discover that a lot has been written In the field of effective strategic planning steps were taken to review a few selected material. These include books, conference papers, journals, magazine, newspapers and publications also in the project. Many authors have written and arrived their reviews about effective strategic planning.
The case study for this undertaken is restricted to MTN and GLOBALCOM the findings from the study of he effective strategic planning in communicate industries Nigeria will be used to generalize the effectiveness of effective strategic planning in both communication industries nation wide other organizations marking use of effective strategic planning.
As the above statement indicates the entire study focus on communicate industries as an instrument of the government realizing its goal of making information and communication network worthwhile in Nigeria. For effective courage of its assignment communication industries work easy both at the local and at the international level.
1.1 BACKGROUND OF THE STUDY
Marketing strategy can be said to the marketing logic by which he business unit experts, to achieve its marketing objectives, which consists of decision making, marketing expenditures, marketing mix and marketing allocation in relation to expected environmental and competitive conditions to expected environmental and competitive conditions. Kotler (200:170).
However, the airline operation have to blend effectively with the above variables in the most efficient and result best out of their strategic, which results to an improved performance. To will also enable the to beat the competitors from every angle.
The importance of Airlines in transport industry need be over emphasized. It help to create time and place utilities. Airlines is regulated for its high sped and comfort, it is therefore mostly used for transporting high value, perishable and emergency freight.
In order to serve the customers transport need very well, there is need for airline industry executive airline service to embrace the effective marketing strategies.
Olakunori (2000:247) noted that the aviation industry is very interesting though air transportation is regarded as the most modern means of transport today.
Executive airtime services as the name implies, simply means executive airlines services. The common assumption of airline users were that the airlines was for the executives. Cut in actual sense it was not meant for the executives alone. An average citizen can fly with executive airline services to different places comfortably the executive airline services do not start with the name executive airline services. But rather they started as a chartered in 1996, from they went into cargo operation.