TITLE:
Impact of Penetration Strategy on the Performance of Manufacturing Industry in North West Nigeria
AUTHORS:
Josiah Ayoola Bukoye, Taiwo Adewale Muritala, Saidu Hadiza, May Ifeoma Nwoye, Frank Alaba Ogedengbe
KEYWORDS:
Pricing Strategy, Product Strategy, Promotion Strategy, Distribution Strategy, Efficiency and Manufacturing Industry
JOURNAL NAME:
Journal of Human Resource and Sustainability Studies,
Vol.11 No.3,
August
3,
2023
ABSTRACT: Years of outdated infrastructure, inconsistent policy, political economy in business regulation, bad pricing, advertising, and product quality, as well as low or no access to finance by most entrepreneurs have plagued Nigeria’s industrial sector, notably that of the country’s North-West, for years. The manufacturing sector in North West Nigeria is not operating at its peak potential, despite the emphasis on penetration strategy (pricing, product, and promotion). The study’s objective was to ascertain how penetration strategy affects the performance of the industrial sector in North-West Nigeria. Surveys were used as the primary method of the study’s investigation. 81 people made up the study’s population and sample size. The preferred statistical technique used in the study was multiple regression, and the respondents’ responses to a questionnaire were used to gather the study’s data. According to the findings, the penetration strategy’s price (PRI and PROM = 0.02 + 0.14 and 0.02 + 1.71) and product (PROD = 0.2 - 1.30) components have a significant impact on the performance (effectiveness) of the manufacturing sector in North West Nigeria, both positively and negatively. The study advises the manufacturing sector in North-West Nigeria to continually altering price and promotion strategies to improve performance because doing so is an efficient way to draw in new clients. This is necessary for the market penetration plan to be implemented effectively. Spend more energy and time on a promotion to raise brand awareness. Due to this unfavourable impact, employ an efficient marketing plan that will raise product awareness in such places.