An Appraisal of Marketing Strategies of the Multinational Companies in Nigeria

Abstract

The purpose of this paper was to examine and identify the marketing strategies adopting by multinational companies operating in Nigeria. The descriptive and inferential research designs was used for the study with the finding that multinational companies operating in Nigeria embraces the adaptation marketing strategy by adjusting its marketing elements of product, price, promotion and place for the market in order to meet the local preferences and competitions. Recommendations made include the following: multinational companies operating in Nigeria should embark on test marketing of products to identify consumers’ preference before any adaptation strategy is adopted, multinational companies should embrace societal marketing policy and educate the consumers in Nigeria on usage and safety of their products while pursuing corporate profit and government should ensure that control mechanism and regulations are put in place to monitor the operations of the multinational companies operation in Nigeria etc.

Keywords: Marketing strategies, multinational companies, Nigeria.