Keywords
product differentiation
strategies
Abstract
The research examines the impact of product differentiation strategies on organizational performance using MTN Nigeria Limited, Uyo, as a case study. The research design for the research is a survey. The population consists of 137 staff members of MTN, Uyo. A sample and sampling technique are used to select 103 respondents out of the population using Kracjie and Morgan's (1970) formula. The instrument used for data collection is a self-structured questionnaire. The instrument is validated by experts in testing and measurement. A Pearson Product Moment Correlation (PPMC) analysis is used to determine the reliability of the instruments. Data from completed questionnaires was subjected to descriptive analysis. The findings show and conclude that product quality differentiation is a key element of a successful business. The company adopts product differentiation strategies to deliver the best products at competitive prices to its customers. Product design differentiation plays a central role in the decision to switch to competitors. The research recommend that the strategic leadership of the organization consider adopting product differentiation, as it is the most dominant generic strategy adopted by similar organizations. The company should adopt new innovations to enhance product design to influence the firm’s competitiveness and improve organizational performance. The firm should focus on differentiating its products based on quality. A quality product leads to increased sales as well as giving the firm a competitive advantage.
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