The subject of this project is survival strategies adopted by small-scale shops in Enugu state urban. This recent changes in the Nigeria Business environment have forced small-scale shops to formulate diverse survival strategy in order to survive the turbulence in Nigeria environment.
This study process on those things that small-scale shops can do and have done to accommodate market changes such as downsizing, expansion, offering discounts, location and relocation of the shops can do and have done to accommodate market changes such as down, sizing, expansion offering discount location and relocation of the shop at a better site, margin, cool structure, the product line, diversification, free gifts and booms, differentiation and segmentation etc.
To achieve this the researchers constructed questionnaire base on research question formulated in chapter one.
The major findings in these studies are as follows:
1.Location and relocation of business at a better site is as important as the growth of the business.
2.Down-sizing small-scale shops encourages high profit margin from the specified field of treatment.
3.Discounts, free gifts and bonus, attracts customers patronage.
4.Product line diversification, differentiation and market segmentation are the major strategies that can be adopted and have been adopted by small-scale shops in order to face and win its competitors.
5.To survive a small-scale shop must be responsive to the needs of its consumers, financially up to date etc.
The major conclusion drawn from this study is that the survival strategies adopted by the small-scale shops are discount bonus, and gifts offered to consumers based on the quantity of purchased. The use of product line, product diversification, location and relocation, differentiation and market segmentation are greatly helpful for the survival of small-scale shop. Recommendations were made based on the findings and conclusion drawn.
Survival strategy involves the development of a well articulated marketing plan for successful introduction of the product into the market. This is not static and would most probably under go refinement and modification in subsequent stages.
The marketing strategy deals with the marketing mix coordination that would be used, the market and the marketing budget.
This is the process that continues through development stage as new information is accumulated about the product and the market.
Several analytical tools are available to firms technique risk analysis and bays tan decision theory. The key to whether a product should be developed is whether it will find easily to sufficient market acceptance to return a satisfactory project to its firm what are the expected minimum to maximum sales help determining risk involved.
The models for estimating sales adopted by managers differs depending on whether they are designed to estimate the sales of one turn purchased products. On infriquenting purchased product ( koltered 210) .
No matter what type of production the first task is to estimate first time purchasers may techniques are available for doing this , the method used depending on the estimate of the each period. The factors like a price etc which affect penetration are considered. product. One method is to just estimate the market potential and then the rate market penetration for
The company has to guess at the survival age distribution of the product, the lower end of the age distribution will indicate when the first replacement sales will take place. Several other factors influence replacement decision, the purchases discretion of the buyers. Small products desire that repeat purchase be estimated means sometime as first time seller. The company should try to estimate what happen in each repeat purchase ratio is likely to rise or fall.
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