STRATEGIC MARKETING IN THE NIGERIAN AUTOMOBILE INDUSTRY: A CASE STUDY OF PEUGEOT AUTOMOBILE NIGERIA LIMITED, KADUNA

📄 Project 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...