The aim of using the in-depth interviews as a qualitative source of gathering information was to collect information about the UTC Plc company and its marketing operations. There was very limited information available on the internet and in industrial reports about the operations of UTC PlcNigeria, particularly its marketing strategy.
As a result the marketing manager and the brand managers of the products were interviewed. The interviews conducted were on the marketing strategy of the company and the branding and positioning efforts that have been initiated by it.
The marketing strategy of the UTC Plc is very similar to the marketing strategy of the company around the world. Instead of adopting a customized and differentiated marketing strategy, the company has stuck with its global marketing vision. The UTC Plc company has a mixed product offering based on apparel, food, grocery, toys, electric appliances as well as home decorations and renovation products. The company primarily makes use of a selective target market based marketing strategy. The company has positioning itself, in its own perceptions as a brand for the affluent while it strives to target the masses and increase its sales and revenue. This has resulted in a confused marketing strategy and market position for the brand in the Nigerian market. The pricing strategy and the marketing strategy of the company reflect that the company is targeting a very niche market of the affluent and well off consumers in the Nigerian market.
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