MTN Nigeria Managerial Approach - Assignment Example

Launched in 2001, MTN, with the vision to be the leader in emerging markets, now provides services across 223 cities and towns in Nigeria and more than 10,000 villages and communities. Despite the poor infrastructure and the militants’ insurgency, MTNN has developed a customer base of 30 million in Nigeria. MTN has managed to retain its position as the largest operator in terms of subscriptions. It also offers value-added services such as mobile TV, MTN Google to attract customers (Pyramid Research, 2010).

The company thrives on the core brand values of integrity, relationship, leadership and innovation. With its focus on quality customer service, MTN Nigeria has also induced economic growth and development in the region. Within eight years of operation, MTNN could capture 50% of the market share in Nigeria and became the largest operator with 30 million subscribers (Goodluck, 2010). Their vision is to be the leader in telecommunications in emerging markets. Its only competitor, Vodacom, withdrew from the South African market, and with Nigeria having an inadequate telecommunications network, MTN managed to get a stronghold in the Nigerian market (Strategic Direction, 2006).

MTN Nigeria proposes to invest $1.3 billion to upgrade its network over nine months. By the end of 2012, they expect to have 4000 sites with more environment-friendly hybrid power systems (Global Telecoms Business 2012). MTN’s vision is to be a catalyst for economic growth and development through a world-class communication system and innovative and sustainable CSR initiatives (Adeyanju, 2012). Their focus since inception has been to build a first-class network, excellent customer service, and value-added services aimed at enriching their customers’ lives (Goodluck, 2010).

Section One MTN Managerial approach in the past seven years The managerial approach of MTNN towards CSR towards environmental concerns and technology implementation is discussed below. Corporate Social Responsibility MTN Nigeria instituted the MTN Foundation in 2004 to drive its CSR initiatives in Nigeria. Towards this, MTNN has invested over $4 billion US Dollars in network infrastructure, and they now have the largest privately-owned fibre optics system in Africa. MTN Foundation has become a model for corporate citizenship and covers portfolios such as economic empowerment, education, health, working against poverty (Mordi, Opeyemi, Tonbara & Ojo, 2012).

esOverall, MTN Nigeria claims to have a robust three-dimensional approach to CSR (Goodluck, 2010): Good corporate governance Value-addition to society through their products and services Corporate social investments through MTN Foundation Their initiative, through MTN Foundation, has made a huge impact and has become a model for corporate citizenship, according to their own version (Goodluck, 2010). By offering micro-finance loans, MTN has empowered rural people to start their own telephone businesses. This is aimed at alleviating poverty and creating wealth in rural areas. MTN has partnered against malaria and AIDS on the health front while providing integrated care and support to the orphans and the vulnerable children in Nigeria.