Sample Essay

The supermarket and consumer durables providing retailers are using specialized marketing strategies as well as niche marketing techniques to target the different segments of their identified target markets. The Internet is being used as an innovative channel for the marketing of the company and its products as well as an alternative channel of reaching out to the customer and providing them with the products and the services of the company. The changing market dynamics and the trends in the external environment for the retail industry around the world have influenced the marketing strategies making them successful. Inspired by this, I have set out to determine how the marketing strategies that are being used by the top rated retail industry players might be used by the UTC Plc Nigeria Company to increase its value as well as better position in the Nigerian market.

The marketing strategy employed by the UTC Plc Nigeria specifically Kaduna branch operations is analyzed and a research is conducted for the possible implementation of the various marketing programs that can aid the company to better position and establish itself in the market. In the dissertation the concepts and justification behind brand building, establishing and building customer loyalty as well as the roll out of specific market position based marketing strategies are focused upon to resolve the identified problems faced by the UTC Plc Nigeria Company.

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