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STRATEGIC MARKETING IN THE NIGERIAN AUTOMOBILE INDUSTRY: A CASE STUDY OF PEUGEOT AUTOMOBILE NIGERIA
ABSTRACT
This study was set out to establish the effect of marketing strategies on sales of
Peugeot Vehicles in Nigeria and also to evaluate the market and customer in
order to position the product alongside the derived most viable market
segment(s) from the study.
The study consisted on one hand the application of primary data through
personal interviews and use of questionnaires on the other hand, use of
secondary data from company reports, related literatures, library journals and
soon.
It was revealed that the existing strategies of Peugeot Automobile Nigeria
Limited (PAN) had often been tied around the product (the marketing strategies
employed had been more of product strategies) this perhaps is because the
original designs are from France and product modification to meet Nigeria
market had to be emphasised. Other constraints include economic factors such
as foreign exchange; (unstable value of the Naira to the Dollar) which was
required to procure over 60% of the input components and low family income.
Distribution was through accredited dealers, direct sales and staff sales. The
market shifted from consumer to industrial buyer, production dropped to about
ten percent installed capacity, competition waxed stronger with increased
importation of new fully built up (FBI)) cars. However if the right strategies are
put in place, Peugeot cars being the most widely distributed and most
acceptable by Nigerians, PAN stands a good chance for market expansion,
increased market share and to maintain market leadership position.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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