Marketing Strategies of Indigenous Companies in the Nigeria Environment
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The study investigated how indigenous companies operating within the
turbulent Nigerian marketing environment utilized the mixes of different
marketing strategies at different periods of products' supply situations for their
economic growth and development, and how these strategies were effectively
managed in the acquisition of market shares within the food and beverage
industry. Theoretical models were used in developing the only hypothesis that
was investigated through the survey of one-hundred and twenty indigenous
companies which were· randomly selected. With four copies of the
questionnaire administered to each of the 120 companies, additional 20
copies were added to round up 500 copies administered to respondents in the
companies. The findings revealed that Nigerian indigenous companies were
unable to effectively use different marketing strategies at periods of products'
supply situations; also they could not effectively use marketing strategies to
acquire the desired market share within the industry in the last five years. The
conclusion drawn from the findings was that Nigerian indigenous companies
exhibited low skill in the adoption and mixes of marketing strategies. It was
recommended that Nigerian indigenous companies should take advantage of
the knowledge of their environment and people, and adopt marketing
strategies, while academics, consultants, professionals and relevant
government agencies need to train the operators of indigenous companies
Keywords
HF Commerce