The purpose of the dissertation is to determine research and analyse the marketing strategies that are used by the top retailers in the global retail industry and conclude how these can be modified to suit the Nigerian market and improve the marketing of the UTC Plc Nigeria Company.
It has been determined that the lack of proper marketing programs and the implementation of lacking marketing tactics have resulted in an obscure brand of the UTC Plc in Nigeria. The positioning of the company in the local market is also weak and not at par with its international operations. The study therefore seeks to improve the operations and the performance of the UTC Plc Nigeria Company, specifically the Kaduna State Branch. This is targeted by increasing brand awareness and the positioning of the company in the local market. The purpose of the study is to highlight the successful branding and marketing initiatives taken by the global industry leaders. Recommendations are drawn from the study results that depict how the UTC PlcNigeriacan make use of use of marketing tactics adapted from the successful marketing strategies of the leading companies in the global retail industry.
The aim of the study is to depict how companies in the retail sector can make use of tried and tested marketing tactics to improve their market position and their brand value in the market. The dissertation provides recommendations which can be used by UTC PlcNigeriato improve their market position and increase their revenue from sales. Other companies having similar market dynamics for the retail industry as inAfricacan also make use of the recommendations to improve their image and increase their sales revenue.
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