GLOBAL STRATEGIC MARKETING & COMPETITIVE

ANALYSIS- BDMM 8033

STRATEGIC MARKETING: A PANACEA FOR

Mohd Fadli Mahmud (95592)

Alif Huazam (95584)
Nor Hanizan (9xxxx)
Azlanor (9xxxx)

SUCCESS OF NIGERIAN OIL & GAS INDUSTRY

TOPICOFPRESENTATION

1 ) O ver v i ew O f T h e I ss ue /C on ce pt
2 ) T h e or i e s D i s c us s In T h e A r t i cle
3 ) Rese ar ch M ot i v ati on
4 ) A n al y si s & F i n di ng s
5 ) C r i t i c al Is s ue s H i gh l i gh t ed
6 ) Fu t ur e Rese ar ch & C o n clus i on

7 ) C o mm en t s

Overview Of The
Issue/Concept

Method
ology

survey
survey research
research
methodology
methodology to
examine
examine the role of
strategic
strategic marketing
marketing in
in
enterprise
enterprise growth
growth and
and
survival
survival of
of Nigerian
Nigerian
O&G marketing
marketing
companies
companies

affect the
performance
performance
of
of Nigerian
Nigerian
O&G
marketing
marketing
companies.
companies.
to
to attain
attain
their
their desired
desired
level
level of
of
performanc
performanc
e.
e.

Objective
of the
study

to determining how
how
inter-industry
inter-industry marketing
marketing
commitment
commitment and
company
company goal
actualization
actualization

Methodology

Respondent
83.87%
responses

2300 person

341 person
stratified random
sampling
Out of 341
questionnaires,
only 286 answers
receive for analysis

Population

H0- Null
Hypothesis

H1- Alternative
Hypothesis

Inter-industry
marketing
commitment and
company goal
actualization does
not yield better
performance of
O&G marketing
companies.

Inter-industry
marketing
commitment and
company goal
actualization yield
better
performance of
O&G marketing
companies

Research Hypothesis

Research Framework

inter-industry
inter-industry
marketing
marketing
commitment
commitment

performance
of Nigerian
O&G
marketing
companies

company
company
goal
goal
actualization
actualization

Research Motivation

especially in a
developing
economy like
Nigeria that
earns over
80% of her
foreign
exchange
from oil

This study is
intended to
expand the
body of
knowledge in
respect of the
application of
strategic
marketing
practices to
the oil and
gas sector

The Federal
Government
is putting in
place policies
and strategies
to improve the
oil sectors
contributions
to the Nigeria
economy as it
contribute
95% of total
National
income in
2000.

Analysis

Findings

Critical Issues Highlighted

1
Nigerian oil and gas
managers are
advised to place more
emphasis on the adoption
of various marketing
strategies using different
technologies.

3
Anticipating competitors
actions and reactions to
the organizational moves
may be the key
determinant of success for
any marketing strategy.

2
Company must monitor its
environment
continually in order to: build
the business, develop
strategic capabilities that
move the organization
forward, improve the ways in
which it creates
products/services and
develops new 4
and existing
markets with a view to
Participants
can put more
offering its customers
better
emphasis
on
relationship
services
marketing to ensure
effectiveness. This essentially
entails personalizing the O&G
services offered to clients,
attending to clients cultural
& social activities, in relation

Conclusion
1
The evidence from findings
suggested that O&G
marketing companies have
comparative advantages in
adopting various
marketing strategies using
different technologies
3
The research instrument
shows high validity and
reliability.

2
Most of the findings of the
research are
consistent with previous
normative and
empirical works.

4
This study has provided
empirical evidence pertaining
to the perception of O&G
marketing strategies, and the
industry environmental
factors on such strategies.

Future Research
a
This same research can be
carried out in other
nations so that a broad
comparison of the
concepts of strategic
marketing as it affects
firm performance can be
made.
c
Research into the effects
of key characteristics of
industries environmental
indices and marketing
strategy could be carried
out to further explain the
differences in the firms
adoption of strategic
marketing.

b
Research into the combined
effects of strategic marketing
practice and performance
factors as mediators of firm
performance relationship.

d
Future research works are to
be
undertaken in order to refine
the cobwebs found in the
present research, and orient
it to more specific contexts
(business, time, location, etc)
in Nigerias oil and gas
industry.

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Groups Comment

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