Journal of
Marketing Development and Competitiveness
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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Marketing Mix as Tools for Achieving Competitive Advantage in Nigerian Market
Place: Multi-National and Indigenous Companies in Perspective
Author(s): O.S. Ibidunni
Citation: O.S. Ibidunni, (2011) "Marketing Mix as Tools for Achieving Competitive Advantage in Nigerian Market Place: Multi-National and Indigenous Companies in Perspective" Vol. 5, Iss. 7, pp. 81 - 94
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The study investigated how Nigerian multinational and indigenous foods and beverage companies utilized
marketing mix elements competitively to achieve competitive advantage, and how these variables
influenced the perception of consumers to the companies’ achieving effective performance in market
places. Relevant theories were employed. Two hypotheses were investigated through the survey of
randomly selected forty multinational and one-hundred and twenty indigenous companies. Findings
revealed that multi-national companies achieved competitive advantage and yielded better performance
compared to indigenous counterparts. It was recommended that indigenous companies should adopt
competitive use of elements of marketing mix, and government policies should support their economic
emancipation.
