APPLICATION OF MARKETING STRATEGIES AND POLICIES IN THE MARKETING OF MICRO-COMPUTERS IN NIGERIA: A CASE STUDY OF A-Z COMPUTER WORLD LIMITED IKEJA, LAGOS
APPLICATION OF MARKETING STRATEGIES AND POLICIES IN THE MARKETING OF MICRO-COMPUTERS IN NIGERIA: A CASE STUDY OF A-Z COMPUTER WORLD LIMITED IKEJA, LAGOS
No Thumbnail Available
Date
1992-12
Authors
OGBONNA, MAUREEN NNEAMAKA
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
ABSTRACT
The world in general is in an information age.
Decision making now is based on large volumes of
data. The computer has come to stay as the fastest
and most efficient means of processing data. The
micro-computer in particular has been enjoying wide
acceptance. In Nigeria, it has become so popular
that even very large organizations that generate
large volumes of data are switching to it due to
the fact that on the whole, it is less cumbersome.
Because of the growing popularity of microcomputers
in Nigeria, many computer marketing firms
have sprouted up and more are being established.
Even the great number of computer companies in
existence to date can not satisfy the potential
computer needs of the Nigerian market. However,
the results obtained from this research have shown
that the computer market in Nigeria is yet to
stabilize as respondents could not tell. From the
same research, it was also gathered that the
computer market in Nigeria has a very bright
future.
The purpose of this research is to assess the
application of marketing strategies and policies
in the marketing of micro computers in Nigeria
with the intent of proposing strategies that will
lead to an effective manipulation of the necessaryresources
for the achievement of efficient and
effective services to the market.
To achieve this aim, A-Z Computer World Ltd.
has been chosen as a case study because it possesses
some interesting characteristics from which inferences
can be drawn. In addition, forty questionnaires
were distributed and ten (10) were returned. Also
secondary data source as well as observations and
measurements of existing situations have been used
to obtain information.
The findings show that feasible marketing
strategies and policies have been developed but
the problem lies in the implementation which is a
result of a number of constraints prominent among
which is finance. Competition was hardly mentioned
because though it seems there is proliferation of
computer marketing firms, they are hardly enough to
satisfy the needs of the market. The problem is
that of over-concentration in a particular area -
Lagos.
This study proposes appropriate measures to
be taken to ensure adequate utilization of market
potentials and satisfaction of existing or actual
market. Possible solutions to the problems have
been advanced.
Description
A Project submitted to the Postgraduate School,
Ahmadu Bello University University, Zaria, in
partial fulfilment of the requirements for the
Degree of Master of Business Administration
(MBA) in Business Administration.
Keywords
APPLICATION,, MARKETING,, STRATEGIES,, POLICIES,, MARKETING,, MICRO-COMPUTERS,, NIGERIA:, CASE STUDY,, A-Z COMPUTER WORLD LIMITED,, IKEJA, LAGOS