Marketing Mix as Tools for Achieving Competitive Advantage in Nigerian Market Place: Multi-National and Indigenous Companies in Perspective

The study investigated how Nigerian multinational and indigenous foods and beverage companies utilized marketing mix elements competitively to achieve competitive advantage, and how these variables influenced the perception of consumers to the companies' achieving effective performance in market places. Relevant theories were employed. Two hypotheses were investigated through the survey of randomly selected forty multinational and one-hundred and twenty indigenous companies. Findings revealed that multi-national companies achieved competitive advantage and yielded better performance compared to indigenous counterparts. It was recommended that indigenous companies should adopt competitive use of elements of marketing mix, and government policies should support their economic emancipation. [PUBLICATION ABSTRACT]