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Marketing Strategies of Indigenous Companies in the Nigeria Environment

Ibidunni, O. S. and Hasan, A. R. (2011) Marketing Strategies of Indigenous Companies in the Nigeria Environment. Crawford Journal of Business & Social Science, 1 (2). ISSN 2141 - 9094

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Abstract

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

Item Type: Article
Uncontrolled Keywords: Indigenous companies, Turbulent Nigerian . marketing environment, Marketing strategies, Acquisition of market shares, Foods and beverage, Economic growth and development
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 08 May 2014 15:42
Last Modified: 08 May 2014 15:42
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/2573

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