SURVIVAL STRATEGY ADOPTION BY SMALL SCALE RETAIL OUT LET IN NIGERIA

(A CASE STUDY OF HERITAGE NIGERIA LIMITED NEW HAVEN ENUGU)

DEDICATION

 I want to send my greeting to my beloved husband- Mr. Chukwudi Ani that is so kind to me has been paying my school fees and everything I need in education. I want to thank him for his encouragement and support and he also gave me the endless prayer in this programme. I prayer that the almighty god will grant him all his needs in life and that he will protect and bless him in Jesus name Amen. 

TABLE OF CONTENTS

 TITLE PAGE

 APPROVAL PAGE

 DEDICATION

 ACKNOWLEDGEMENT

 ABSTRACT

 TATBLE OF CONTENT

 CHAPTER ONE

1.0  INTRODUCTION

1.1BACKGROUND OF STUDY

1.2OBJECTIVES OF THE STUDY

1.3SCOPE AND LIMITATION OF THE STUDY

1.4SIGNIFICANCE OF THE STUDT

1.5 STATEMENT OF RESEARCH PROBLEM

1.6DEFINITION OF KEY TERMS

1.7REFERENCE

CHAPTER TWO

2.1 LITERATURE REVIEW

2.2 RETAIL SHOPPING IN NIGERIA

2.3 SHOPKEEPING AS SMALL BUSINESS

2.4 MODEL RETAIL STRATEGIES

2.5 RETAIL SHOPPING IN NIGERIA

2.6 PROBLEMS OF SMALL SCALE BUSINESS IN NIGERIA

2.7 REFERENCE

CHAPTER THREE

3.1  SUMMARY OF FINDINGS

3.2   THE RESEARCH FINDINGS

3.3   CONCUSIONS

3.4  RECOMMENDATIONS

3.5  REFERENCE

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

 Survival strategy involves the development of a well-articulated marketing strategy plan for successful introduction of the product into the market.

The strategy is not static and would most probably undergo refinement and modification in subsequent stages.

The marketing strategy deals with the marketing mix co-ordinations that would be used. The market and the marketing budget. It could be broken down into sections,

1.       The first section should describe, the market, size, structure, behavior and the company’s intended share of the possible project consequent on that.

11.     The second part will delve deeper into the marketing mix component, the planned product quality that follows the first, the planned price, distribution and promotion strategy. The section should also include the marketing budget needed to carry out the strategy.

111.   The third section is a  fall out from the previous two it describes the long run scales and profit goals based on the first on two section. 

This is the process that continues through development stage as new information is accumulated about the product and the market.

Several analytical tools are available to firm’s technique risk analysis and bayestan decision theory. They key to whether a product should be developed is whether it will find easily to sufficient market acceptance to return a satisfactory project to its firm. What are the expected minimums to maximum sales help determining risk involved. 

The models for estimating sales adopted by differ depending on whether they are designed to estimate the sales of one tune purchased products, in infriquenting purchased product, or a frequently product (kotlered 210).

No matter what type of product the first task is to estimate first time purchased, many techniques are available for doing this, the method is to just estimate the market potential and then rate market penetration for each period. The factors like a price etc, which affect penetration, are considered.

The company has to guess at the survival age distribution of the product, the lower end of the age distribution will indicate when the  first replacement

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