Sample Essay

The questionnaire based survey was aimed at gathering information about the Nigerian retail industry to determine which marketing strategies can be successful in the local Nigerian market. The questionnaire based survey revealed that the Nigeria is a country which is predominantly poor with a very low GDP. The majority of the population of the company is either unemployed or has a very low level of income. The country itself is a largely agricultural nation, with the majority of the manufacturing industries active in the region based on agriculture or food products.

The retail industry in the country is very small. The coverage of the retail stores in the country is very limited with majority of them being focused towards the minority based wealthy urban population. As the country itself is an agricultural country, the retailers tend to manufacture their grocery and most food based products locally. However, the retail industry is largely dependent on imports of foreign manufactured and packaged goods. There are almost no local retail store chains operating in the country. The majority of the retail stores that are being run in Nigeria are all multinational operations or foreign direct investments owned by foreign companies. In the recent years the South African retailers have entered the Nigerian retail market seeking the large target market that is available to them.

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