APPLICATION AND IMPACT OF MARKET CHALLENGER STRATEGY FOR THE INSURANCE INDUSTRY IN NIGERIA. A CASE STUDY OF VAL INSURANCE LIMITED

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dc.contributor.authorALI, MUHAMMAD BASHIR
dc.date.accessioned2014-02-24T12:16:25Z
dc.date.available2014-02-24T12:16:25Z
dc.date.issued2012
dc.descriptionBEING A THESIS IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA) OF AHMADU BELLO UNIVERSITY, ZARIA NIGERIA.en_US
dc.description.abstractABSTRACT In its simplest form, marketing strategy can be explained as a technique which a given firm uses in order to achieve its set marketing objectives based on a given competitive environment. Modern business that uses it often finds it a very veritable tool for its growth, development and success, although given the nature of our economy many firms do not use it, available evidence show that in future for firms to survive, grow, and prosper, the adoption of marketing strategy is enviable. There are several marketing strategies for firms which are at different marketing positions to choose from. This research work attempted to examine the application and impact of market challenger strategy, using VAL Insurance Limited as a case study. It found that although the company uses some form of strategies in its marketing activities, they certainly are not market challenger strategies. It also found that despite its lack of clear-cut direction in adopting strategies, VAL Insurance Limited has been able to increase its profits, achieve some growth and witnesses fair use in market share value. The general findings of this research have been interpreted and analyzed in chapters three and four, the fifth chapter which is the final, provides conclusions and recommendations which if adopted and implemented may assist the company in attaining the market challenger position which no doubt will tremendously improve the firm's fortune in the highly competitive insurance market in Nigeria.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/2420
dc.language.isoenen_US
dc.subjectAPPLICATION,en_US
dc.subjectIMPACT,en_US
dc.subjectMARKET,en_US
dc.subjectCHALLENGER,en_US
dc.subjectSTRATEGY,en_US
dc.subjectINSURANCE,en_US
dc.subjectINDUSTRY,en_US
dc.subjectNIGERIAen_US
dc.subjectCASE,en_US
dc.subjectSTUDY,en_US
dc.subjectVAL,en_US
dc.subjectINSURANCE,en_US
dc.subjectLIMITED.en_US
dc.titleAPPLICATION AND IMPACT OF MARKET CHALLENGER STRATEGY FOR THE INSURANCE INDUSTRY IN NIGERIA. A CASE STUDY OF VAL INSURANCE LIMITEDen_US
dc.typeThesisen_US
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