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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
