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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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