Samenvatting

NICE International being among the first entrants in Gambia market, has enjoyed good business as a provider of internet and cinema services in Gambia. However, with the rise in internet penetration and cinema services in Africa and specifically Gambia, there has been increased competition in these services which is negatively impacting on the company's revenues and customer base. To counter this problem, companies will improve their professionalism, improve quality of its offering, or diversify its product portfolio among other strategies. This is the problem facing NICE International and the research looks into finding products and services that NICE International can offer in addition to its current product and service portfolio in order to counter the rising competition through diversification of its offerings.