IMPACT OF STRATEGIC PLANNING ON THE PERFORMANCE OF TELECOMMUNICATION FIRMS

ABSTRACT The study examined the impact of strategic planning on the performance of telecommunication firms in Ekiti State. Specifically, the study investigated the effect of strategic analysis; strategic direction and action planning on the performance of telecommunication firms in Ekiti State. A descriptive survey research design was adopted for the study. The population of the study comprised of telecommunication staff (MTN, GLO and AIRTEL) in Ekiti State. The sample size was 180. Primary data used for the study were gathered through the administration of structured questionnaire. Data gathered were analysed using multiple regression. The findings reveal that strategic planning significantly enhances organizational performance. Specifically, strategic analysis positively influences performance (β = 0.138, t = 3.286, p = 0.001), indicating that careful evaluation of environmental factors improves outcomes. Strategic direction also has a positive effect (β = 0.121, t = 3.103, p = 0.002), highlighting the importance of clear goals and regular review. Action planning demonstrates the strongest impact (β = 0.154, t = 3.422, p = 0.001), showing that translating strategies into actionable plans with defined responsibilities and efficient resource allocation drives better results. The regression model indicates a moderate correlation (R = 0.451) and explains 20.3% of the variation in organizational performance (R² = 0.203), demonstrating that the combined components of strategic planning significantly contribute to firm performance. The study concludes that telecommunication firms that implement systematic strategic planning including thorough analysis, clear strategic direction, and effective action planning are likely to achieve improved organizational performance and competitive advantage