Using the theoretical framework of the study, the qualitative research methodology forms and builds the structure of the study while providing possible recommendations for the highlighted problems faced by the UTC Plc. The marketing principles have been used to determine the qualitative variables in the collected data that needed to be analysed to arrive at the solutions to the problems faced by the UTC Plc Nigeria.
The theoretical framework provided that the research study should encompass an analysis of the planning, structuring, integration, execution and implementation of the marketing strategies. The results of the marketing tactics employed by the top retailers in the industry have also been analysed in terms of their market value in the market, the increase in their sales revenue and the worth of their brands.
The main research study that has been conducted to recommend possible solutions to the problems faced by the UTC Plc Nigeria is that of the mixed methodology.