The UTC Plc company is faced with vague market awareness and weak product and market positioning. Through the dissertation, the marketing initiatives that have been implemented by the market leaders of the retail industry have been identified and recommendations are provided on how the UTC Plc Nigeria Company can use these strategies to better brand as well as better position itself in the Nigerian Market. The dissertation highlights the tactics employed by retail market leaders pertaining specifically to positioning of the company, placement of the company products, image building, brand development and establishment as well as creating awareness in the market for the company. The marketing tactics employed by the companies for developing and establishing relationships with customers to attract them, and retain them to the company have also been focused upon in the dissertation. This results in a comprehensive model for a marketing strategy for The UTC Plc to operate in the Nigerian retail industry.
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