The research study also contributes directly to the retail industry by comprehensively providing a set of successful strategies for marketing. These strategies can be employed by other retailers in the industry to better brand and position themselves in the market. The study highlights the innovative, successful and profitable strategies that can enable the retailers to adopt similar marketing programs for better results.
The main audience for the study and the dissertation is the UTC Plc Nigeria a retailer in Kaduna Beach. However, the nature of the study and the results that it highlights provide recommendations to the UTC Plc Nigeria along with other retailers in the international retail industry on the successful marketing programs that can be launched to better position and brand themselves. This can benefit the retail companies to increase their brand value and worth and also increase their sales revenue by attracting more loyal customers.
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