EFFECT OF TACTICAL PLANNING ON THE PERFORMANCE OF MOBILE SERVICE PROVIDERS IN NIGERIA

Abstract

Purpose: The research aimed to examine the impact of tactical planning on the performance of mobile service providers in Nigeria. Theoretical Framework: The theoretical framework employed in this research is rooted in the Resource-Based View (RBV) Theory. RBV offers a comprehensive framework for understanding how operational planning influences the performance of mobile service providers by aligning internal resources with external market conditions and contributing to sustained competitive advantage. Design/Methodology/Approach: Employing a survey research design, the study utilized a multistage sampling technique to gather primary data from a sample of 350 randomly chosen employees representing the workforce of the four major mobile network operators in Nigeria—MTN, Globacom, Airtel, and 9Mobile—comprising the study's target population. Findings: The result of the regression analysis established a positive and statistically significant (p<0.05) relationship between tactical planning and business growth in Nigeria's mobile communication sector. Based on the findings of the study, it was concluded that tactical planning is a substantial contributor to business growth in the telecom sector in Nigeria. Research, Practical & Social Implications: The study suggests that Nigerian mobile service providers should invest in refining their tactical planning processes, regularly assess their strategies, foster a culture of continuous improvement, engage in employee training, collaborate with industry peers, and stay updated with technological advancements. Companies should invest in comprehensive training programs and knowledge-sharing initiatives to build the strategic capabilities of their teams, ensuring a more effective implementation of tactical plans. Originality/Value: The findings of this study are likely to have practical implications for mobile service providers, informing their tactical strategies and decision-making processes for improved performance and competitiveness in the Nigerian market.