Mnes Business Expansion And Entry Strategies Into Foreign Markets: Study Of Mtn

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)

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Fig 2.1 MTN’s Expansion Strategic Steps Model

Fig. 2.2 MTN Expansion Strategies