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Introduction and background of the topic
The article’s introduction begins with a small paragraph that is a general introduction to the topic at hand. The author introduces multinational firms and states their impact on economies of less developed countries. Ekerete (2001) asserts that these multinational firms have “enough man power and financial strength” to put to test the Gross National Product of these countries (93). This statement is true because most of these firms are the backbone of the economies of most developing countries. At this point, the author has not yet limited his discussion to the case study in question; the firms in Nigeria. This is an effective way of introducing any topic because the reader is equipped with the general situation before it is narrowed down.
The second paragraph of the introduction is disappointing and irrelevant. In this paragraph, the author compares multinational firms to non-international firms in terms of advertising. This is not relevant to the aim of the study because it is not in any way associated with the culture of consumers. Besides, that statement is cited, indicating that the source of reference is not relevant at this point. The most relevant statement in the introduction is “any multinational firm that is consumer oriented is said to be cultural bound” (93). This is because it gives a general perception about the subject in question. The author should have inserted a citation here because it is not his opinion. Finally, the introduction is concluded with useful information about the culture of Nigerians. The information given on the same is necessary as well as convenient.
Objectives and methodology
A key objective of this study is to determine the influence of culture on the marketing strategies of multinational firms in Nigeria. The other objective is to identify the marketing strategies employed by these firms in Nigeria and to find out possible remedies to trounce the effect of cultural influences on marketing strategies. Under the methodology used, 20 firms were interviewed and questioned in this case study. These came from the health, soft drink manufacturing, supermarkets, food, beer, and cosmetics industries. The researcher also used personal interviews and questionnaires to retrieve information. A total of 20 questionnaires were filled and taken back for analysis. The methodology employed was quite effective. This is because the researcher selected companies with products that directly deal with consumers in Nigeria. These companies also have a huge impact on the economy of Nigeria. The size of the sample population taken for the study was also manageable. This makes doing follow-ups and analysis easy. However, only a cross-section of respondents found in the southern part of the country was selected for the study. This is not enough to cover for the whole country, which has a diverse culture.
Findings of the study
The culture had some effect on sales promotion, personal sales, and distribution; according to the response given by the respondents (Ekerete, 2001). Some health products can neither be distributed nor displayed in public because they encourage prostitution. The cultural beliefs that had a significant influence on marketing strategies include religious beliefs, language, aesthetics, and ethnic values. The researcher used a scale of 1 to 3 to measure the impact of these cultural aspects on marketing strategies. This is inadequate because there is a small disparity between the two extremes. A scale of 1 to 5 would have laid out the distinction well enough. The results would have also been made more accurate in case a larger sample space would have been used in the research.
The implications for international marketing theory and practice
Findings from this study have a great impact on international marketing theories and practices. It goes without saying that international firms thoroughly advertise their products in the markets that they venture into. As seen from the findings, advertising certain health products are prohibited by people from some cultures in Nigeria. This limits the common marketing theory of advertising. International marketing strategies such as frequent advertising, rewards and the adaptation of quality products have to be used in Nigeria to increase the market share despite the availability of a diverse culture.
The research conducted by the author of this article is very vital for multinational firms venturing into less developed countries that have diverse cultural aspects. The methodology used, and the sample respondents are however not enough to give conclusive results. A possible reason for this could be that the research was not funded well enough to endow the researcher with adequate resources. However, some conclusions can be made out of the 20 firms that constitute the sample space. Culture affects the marketing strategies of multinational firms. This effect might not be unfathomably pronounced but is enough to change the marketing practices of these firms. However, some marketing theories and practices have to be employed even if major cultural aspects are against them. Multinational firms should concentrate their efforts on producing products that are specifically used by individual cultural groups.
Ekerete, P. (2001). The Effect of Culture on Marketing Strategies of Multinational Firms: A Survey of Selected Multinational Corporations in Nigeria. African Study Monographs, 22(2), 93-101. Web.