Market Strategy Analysis 1

Market Strategy Analysis Final Paper

Vue Vang
Market Strategy Analysis 2

Table of Contents
Introduction ................................................................................................................................................. 4
Service Proposed ......................................................................................................................................... 5
Section 1: Cultural Analysis ....................................................................................................................... 6
Country Demographic ............................................................................................................................ 6
Regional Loyalty ..................................................................................................................................... 7
Relationship – Family & Community ................................................................................................... 7
Gender Roles ........................................................................................................................................... 8
Religion .................................................................................................................................................... 8
Religion – Women health barriers ........................................................................................................ 9
Country – HealthCare ............................................................................................................................ 9
Section 2: Political and Business Risk ..................................................................................................... 11
Government ........................................................................................................................................... 11
Corruption ............................................................................................................................................. 13
New Business ......................................................................................................................................... 14
Freedom Rank ....................................................................................................................................... 16
Rule of Law............................................................................................................................................ 16
Section 3: Domestic Economic ................................................................................................................. 17
Gross Domestic Product (GDP) ........................................................................................................... 17
Unemployment Rate ............................................................................................................................. 17
Inflation.................................................................................................................................................. 18
Economic Growth Forecast .................................................................................................................. 19
Labor Force ........................................................................................................................................... 19
Key Resources ....................................................................................................................................... 21
Section 4: International Economic Policy ............................................................................................... 22
International Trade Agreements ......................................................................................................... 22
World Trade Organization (WTO) ..................................................................................................... 23
Trading Partners................................................................................................................................... 24
Nigeria – Export .................................................................................................................................... 25
Nigeria – Imports .................................................................................................................................. 26
Trade Barriers....................................................................................................................................... 26
Nigeria – Currency and Impacts ......................................................................................................... 27
Section 5: Product Analysis...................................................................................................................... 29
Market Strategy Analysis 3

Healthcare Services ............................................................................................................................... 29

Mobile Mammography Van Service ................................................................................................... 30
Acceptance ............................................................................................................................................. 30
Income – Cost of Healthcare ................................................................................................................ 31
Resources of Professional Medical Workers ...................................................................................... 33
Substitution............................................................................................................................................ 33
Awareness .............................................................................................................................................. 34
Section 6: Strategic Market Strategy Summary .................................................................................... 35
References .................................................................................................................................................. 37
Market Strategy Analysis 4

Introduction

Breast cancer is one of the leading causes of cancer death for women worldwide. According to

the World Health Organization (WHO) cancer report, an estimate of 14 million new cases and

9.6 million deaths are related to cancer worldwide. (World Health Organization, n.d.) With

690,000 of the new cases being diagnosed annually in the developed countries and 92,000 of it

coming from Africa. (World Health Organization, n.d.) Since Breast cancer has been identified

as one of the most public health problem in most countries as stated by WHO, my suggestion is

to bring in a mammography van service to help for breast cancer screening. The country chosen

for this service is Nigeria because per the World Life Expectancy, Nigeria is ranked in the top 10

country being number 7, with the most breast cancer death rate. (World Health Rankings, n.d.)

In sub-Saharan Africa, one in four people who are diagnosed with cancer has breast cancer and is

responsible for one of the five people cancer deaths. (Dodo, 2015)
Market Strategy Analysis 5

Service Proposed

Early detection is essential to beating breast cancer, but having the time is one of the reasons

women put off the lifesaving screening. The purpose of a mammography van service is because

it is mobile and allows for hospital and healthcare systems to reach patients that it may not

otherwise be able to attract and used to address patient health care disparities. (Guse, 2017) A

benefit of having a mobile mammography services, helps reduce many of the obstacles that

breast cancer screenings faces for the underserved women. (Guse, 2017) This service can also

provide screening mammograms at no cost or low cost to women in their neighborhoods, which

helps eliminate the cost and transportation barriers. With this service it is important to notes that

it can save lives with early diagnoses and prevention for breast cancer in women, which is what

the country is struggling with.

Market Strategy Analysis 6

Section 1: Cultural Analysis

Country Demographic

Known as one of the biggest country in Africa, with a population of approximately 199,588,724

million people per the World-O-Meters (WorldOMeters, n.d.) Nigeria is home to 250 ethnic

tribes and is also one of the most densely populated country in Africa. (Countries and their

Cultures, n.d.) The most dominant ethnic groups are the Hauga, Yoruba, and Igbo which

constitutes a majority of the population. (Countries and their Cultures, n.d.) Although it has a

huge population it continues to grow at about 2.6 percent each year, their country consist of 51.4

percent of the population is male and the other 49.34 percent are female. Although English is the

official language and is the most widely spoken language, Nigeria also have over 520 languages

and over 800 dialects spoken making it no doubt that a multi-ethnic Nation. (Trading Economics,

n.d.) (Ajayi, Hamilton Millard Kirk-Greene, Kenrick Udo, & Falola, 2019)

Nigeria is a welcoming country to foreigners, they tend to be more relaxed about physical

contact which is considered perfectly normal, although it is different in the Northern part of the

country particularly in the Muslim areas. (Kwintessential, n.d.)

The country may not be on people’s top list of destination but the country has an abundant

wealth of cultural treasures, its burgeoning oil, banking and construction industries are

increasing. (Kwintessential, n.d.) Communities are welcoming, it can be said that in some

communities, everyone respect one another which is a positive thing, they are highly sociable

and thriving. (Kwintessential, n.d.)

Market Strategy Analysis 7

Regional Loyalty

In 1960, when Nigerian won political independence from Great Britain they adopted its

parliamentary form politics, but it was marked unstable due to power grabbing and corruption.

(Eames, 1985) During this period, Nigeria witnessed four coups and a very bad civil war, finally

until 1979 when the Nigeria military leaders proclaims that they would adopt the American-style

constitutional democracy. (Eames, 1985) Although Nigeria adopted this, the political part could

never functioned due to the ethnic strife’s and unresolved political issues. (Eames, 1985)

Nevertheless, Nigeria is divided into three regions. The Niger-Benue Rives divides the country

which marks the boundaries of the three major ethnic groups, with the Hausa in the north, the

Yoruba in the southwest, and the Igbo in the southeast. (Countries and their Cultures, n.d.)

Relationship – Family & Community

The country views on families is very important. Fueled by strong societal traditional norms

Nigeria family’s holds strong family bond as an important part of their tradition. Unlike the

Westerner worlds, Nigeria children’s are hold responsible to provide support for their parents in

their old age. Family relationships are mostly guided by strict system of ‘seniority’ and male

tended egoistic values. (Countries and their Cultures, n.d.) There is a huge emphasis on the male

members of a household because they will hold both the family inheritance and extension of

family lineage. (Lwahas, 2017)

Often time ethnic clashes in one part of the country can set off a chain of reprisal riots and

attacks in other parts of the country. All the major ethnic groups have formed militias to protect

their own interests and perpetrate violence on other groups. (NewsHour, 2007) The Nigerian

government, throughout the year has worked out tentative power sharing arraignment among the
Market Strategy Analysis 8

ethnic groups so there are no tension. They help ensure that the many ethnic groups have a say in

how the country’s natural resource wealth should be spent. But the tensions in how to balance

the competing interest in society is still a challenge that Nigeria government faces. (NewsHour,

2007)

Gender Roles

Nigeria is a patriarchal society, where men are considered dominant over women in virtually all

areas. (Countries and their Cultures, n.d.) Women still have fewer legal rights than men, such as

wives are often seen as little more than possessions and are subject to the rule of their husbands.

(Countries and their Cultures, n.d.) However, women have influences in some areas, for example

in some ethnic groups, mothers and sisters have great say in the lives of their sons and brothers

due to their blood relationship which allows them to have certain leeway and influence that a

wife may not have. (Countries and their Cultures, n.d.)

Religion

Although Nigeria may be a multi-ethnic nation, it is estimated that 50 percent of Nigerians are

Muslim, 40 percent are Christian, and 10 percent are various indigenous religions. (Countries

and their Cultures, n.d.) In Nigeria, Muslim can be found in the all part of the country while

Christianity is prominently found in the south due to missionaries. The relationships between

Muslims and Christians are tense in many areas. (Countries and their Cultures, n.d.)
Market Strategy Analysis 9

Religion – Women health barriers

Religious beliefs plays a part for women in getting adequate health care because there is a

shortage of trained female healthcare workers and in various cultures and religions, particularly

Islam and Christianity, a woman’s body is considered sacred and should only be seen or touched

by her significant/spouse. (Dodo, 2015) Also due to the fear of having positive test results, the

accusations that can be brought upon themselves showing that they may unfaithful to their

husbands would abandon them because of their poor health. (Dodo, 2015) While others beliefs

that getting cancer is a form of punishment from God and prayer is the only “cure” (Dodo, 2015)

In addition to this, the availability of traditional medicine also discourages access and

acceptability of cancer screening. (Dodo, 2015) Another factor to this is because many Nigerian

people do not trust Western-style medicine and prefers to use the traditional ways. (Countries

and their Cultures, n.d.)

Country – HealthCare

In the African tradition, people only visit hospitals when they have disease symptoms, mainly for

rural areas. Regular health check-ups are very uncommon. (Dodo, 2015) Most of the major

healthcare institutes are located in major cities and majority of Nigerian will have to travel far to

get to the healthcare institute which is an inconvenience to them. A major problem that Nigeria

faces is their quality of healthcare institutions, which is generally considered poor. There’s a

shortage of medical supplies and blood supplies, which is also considered to not be safe.

Hygienic conditions are also a problematic that their healthcare institution faces. (Internations,

n.d.) It is estimated that there are four doctors for every 10,000 inhabitants and usually the highly

trained experts in the country usually leaves the country to pursue their professions in a better
Market Strategy Analysis 10

infrastructure or to have better wages. (Internations, n.d.) This is a result of poor coordination

which results in a poorly developed healthcare system, although the government has made some

policy there is little impact due to poor public health management. (Welcome, 2011)
Market Strategy Analysis 11

Section 2: Political and Business Risk

The government in Nigeria has had many changes through their many years, the government has

often pledging to create liberalization in their oil sector, education and health care for all of

Nigerians. (2019 Index of Economic Freedom, 2019) But implementation of such policies has

been shown to be very slow due to the state management, scarce resources, political elites being

feared of reforms and instability. In addition, Nigeria continues to experience ethnic and

religious tensions. There are many areas that Nigeria needs to work on, one of them is

improvements in health care.

Government

In the country of Nigeria, since 1999 when their current government was establish after years of

being in a military ruled government, Nigeria’s government is a federal republic. (Ajayi,

Hamilton Millard Kirk-Greene, Kenrick Udo, Falola, & The Editors of Encyclopaedia

Britannica, Nigeria, 2019) Very much like the United States of America, they operate as a

representative democracy and have three branches of government. The three branches of Nigeria

government is executives, legislature and judiciary branch. (Ajayi, Hamilton Millard Kirk-

Greene, Kenrick Udo, Falola, & The Editors of Encyclopaedia Britannica, Nigeria, 2019) There

is also an administration group.

Executive Branch
Market Strategy Analysis 12

Very much like the United States, the Nigerian president services as both the head of the

government and chief of the state. The president signs all the bills that are refer to him. As the

president, the position allows for him to summon the Senate or House of Representatives,

appoint commissions of inquiry, call a national referendum, appoint ambassadors, and pardon or

reprieve offenders. (GlobalEdge, n.d.) The election process is also base on qualified plurality

votes and the position is held for four years. (GlobalEdge, n.d.)

Judicial Branch

This branch holds the highest court for Nigeria. The positions that are held in the Judiciary are all

appointed by the Nigerian President. (Sawe, 2017)

Legislature Branch

This branch whole the senate members and are elected by plurality voting’s from single-member

constituencies. (GlobalEdge, n.d.)The senate have the power of impeachment of judges and high

officials confirms president's nominal of senior diplomats, members of the federal cabinet,

federal judicial appointments, and independent federal commissions. Both the House and Senate

must agree before any bill becomes a law. (GlobalEdge, n.d.)

Although there is not much attention, women have participated in the government issues in

Nigeria. Their most political strength is in the precolonial traditions among the particular ethnic

groups. (Ajayi, Hamilton Millard Kirk-Greene, Kenrick Udo, Falola, & The Editors of

Encyclopaedia Britannica, Nigeria, 2019) Some examples are giving women the power to correct

excessive male behavior and controlling markets. (Ajayi, Hamilton Millard Kirk-Greene,

Kenrick Udo, Falola, & The Editors of Encyclopaedia Britannica, Nigeria, 2019) The women
Market Strategy Analysis 13

also hold power in the division of labor controlling such occupations as food processing, mat

weaving, pottery making and cooling. (Falola, 2019)

The most powerful agency for women in Nigeria’s is their education system which holds a large

numbers of elite women with intelligence, education and confidence, hoping to challenge the

many aspects of the patriarchy and ensuring that the political areas expands to sufficiently

accommodate them as well. (Falola, 2019)

Corruption

The Corruption Perceptions Index ranks how corrupted a country is by measuring the territories

of the country based on how corrupt their public sector is perceived to be. It ranks corruption on

a scale of 0 (highly corrupt) to 100 (very clean). (Trading Economics, n.d.) Per the Corruption

Perception Index, Nigeria scored 27 points out of 100 meaning they are closer to being highly

corrupted. (Trading Economics, n.d.) To add, The Absence of Corruption measures the absences

of corruption in the government of the country, with respect to examine the government officers

within the executive branch, judiciary, military, police and legislature. (The World Justice

Project’s Research Team, 2019) Using three forms of corruption: bribery, improper influence by

public or private interests, and misappropriation of public funds or other resources. (The World

Justice Project’s Research Team, 2019) The index is scored by 0 being weaker adherence to the

rule of law and 1 stronger adherence to the rule of law. Nigeria scored .34 which is below

making them weaker adherence to the rule of law and global ranked as the 105th country out of

126 countries being most corrupted. (The World Justice Project’s Research Team, 2019)
Market Strategy Analysis 14

One corruption for Nigeria is their government and the president of Nigeria, who are most

vulnerable to corruption. Nigeria has a relatively stable government that works to govern the

country according to its constitution. (GlobalEdge, n.d.) In fact, the constitution of Nigeria has

explicit clauses built into it to bring out corruption. Although this does not always get enforced.

(DiChristopher, 2019) As a democracy country, Nigeria holds elections to decide who will hold

office in their government. Unfortunately, many of elections in the past two decades have been

the cause of violent events that put into doubt about how fair and free the country is as

democracy. Patronage influencing and bribery are also frequent concerns. (Ajayi, Hamilton

Millard Kirk-Greene, Kenrick Udo, Falola, & The Editors of Encyclopaedia Britannica, Nigeria,

2019)

Health care has had limited scopes and coverage in the government of Nigeria. Due to the

political instability, corruptions, limit institutional capacity and unstable economy it resulted in

poor development of health services. (Aregbeshola, 2019) Most health facilities do not meet the

basic requirement for a healthcare facility due to poor budgetary allocation. (Aregbeshola, 2019)

New Business

From the World Bank, the Ease of Doing Business is an index that captures the gap of each

economy from the best regulatory performance observed on each of the indicators across all

economies. (Doing Business, n.d.) Currently Nigeria is ranked 145. (Doing Business, n.d.) The

index ranked economies from a scale of 1 to 190, with one being the best. A higher ranking (low
Market Strategy Analysis 15

numerical rank) indicates that the regulatory environment is conducive to business operation.

(World Bank, n.d.)

While Nigeria is most known for oil, population and corruption, there has been changes and

great opportunities for the country. Per an article from Forbes, The Changing Face of Business in

Nigeria, according to PwC’s recent research, Lagos ranks third out of Africa’s 20 biggest cities

in its ability to attract foreign direct investment and its growing middle-class. (Jadesimi, 2015)

Nigeria has changed and made major steps to grow their economy through diversification, which

is a move that the government has a lot of hope and expect it to continue and hoping to make

changes such as opening the Nigerian market to the Nigerians themselves (Jadesimi, 2015)

With communities that welcoming, it can be said that in some communities, everyone respect

one another which is a positive thing, they are highly sociable and thriving. (Kwintessential, n.d.)

Using a mobile mammography service is a new service that has yet been implemented in Nigeria

but is a resource that can help with the barrier of transportation that many of Nigerian female

citizen need. In 2018, World Health Organization (WHO) started to campaign a cancer treatment

services to be available and increasing awareness towards increase access. (Warigon, 2019) This

service is attainable and acceptable because Nigeria is a welcoming country to foreigners.

(Kwintessential, n.d.) The only challenge is that due to corruption, it has made quality medical

care inaccessible.
Market Strategy Analysis 16

Freedom Rank

The 2019 Index of Economics Freedom, rank Nigeria as a Mostly Unfree country, Nigeria scored

57.3 making its economy the 111th freest in the 2019 Index. (2019 Index of Economic Freedom,

2019) The country had decreased its points by 1.2 due to their drop in fiscal health and low

scores on judicial effectiveness and trade freedom outweighing improvements in government

integrity, business freedom, and labor freedom. (2019 Index of Economic Freedom, 2019)

Rule of Law

In the World Banks 2018 Doing Business survey reported that transparency increased for

property transfers. The judiciary has some independence but has political interference,

corruption, and a lack of resources. (2019 Index of Economic Freedom, 2019) When corruption

occurs, it is rarely investigated or prosecuted due to the widespread of the many different levels

of government and a lot of high ranking officials including the presidents are immune from

prosecution. (2019 Index of Economic Freedom, 2019)

Market Strategy Analysis 17

Section 3: Domestic Economic

With one of the largest economy, it is growing rapidly after a recession in 2017. (Statista, 2019)

The country is also making big leaps towards a future in manufacturing and technological

developments, and boasting huge natural resources, including natural gas. (Statista, 2019)

Gross Domestic Product (GDP)

Nigeria has one of the largest economy in Africa, with a population of over 200 million people.

Nigeria’s economy is highly dependent on their crude oil revenues and ranks the 8th most

important oil exporters in the world. (Nordeal Trade, 2019) Nigeria produce of crude oil with

2.1 million barrels/day and has enormous natural gas reserves, vast agricultural lands natural

resources and a dynamic private sector. (Onyejeli, 2010) From the Trading Economics data’s, as

of 2017 Nigeria was worth 375.77 billion US dollars. Their GDP value represents 0.61 percent of

the world’s economy. (Trading Economics, n.d.) Nigeria’s most recent GDP per capital was at

2412.41 USD. (Trading Economics, n.d.) Oil takes account for 10% of their countries GDP,

70% of government revenue and more than 83% of the country's total exports revenue (Nordeal

Trade, 2019)

Unemployment Rate

The number of unemployed persons in Nigeria increased to 15998 Thousand in the third quarter

of 2017 from 13585.20 Thousand in the second quarter of 2017. (Trading Economics, n.d.)
Market Strategy Analysis 18

Leading to the 2019 presidential elections, the government has made the decrease of the

unemployment rate a priority because the unemployment rate increased from 16.5% in 2017, to

23.1% in 2018. (Nordeal Trade, 2019) This became a major theme of debate in the 2019

presidential elections because when President Muhammadu Buhari came to power in 2015 he

had campaigned to fix the economy, but failed due the country’s recession and had a sluggish

recovery. (Carsten, 2018) Therefore during the 2019 election, his opponent took this as an

opportunity to use and promised to help get Nigeria’s economy back on track, securing jobs in

the work force and if he was to be elected, he aimed to double the size of Nigeria’s economy to

$900 billion by 2025. (Carsten, 2018)

Inflation

The Global Economy described that inflation is the measured by how consumer’s price index

reflects the annual percentage change in the cost to the average consumer of acquiring a basket

of goods and services that may be fixed or changed at specified intervals. (Global Economy,

n.d.) Most countries try to keep their inflation around 2 to 3 percent per year, this will not cause

any problems for business and at the same time it is comfortably away from negatives inflation.

(Global Economy, n.d.)

In Nigeria, their inflation has been much higher than the averages for African and the Sub-

Saharan countries. The inflation of Nigeria have been unsteady and bouncy all over the places.

Most likely this is caused by a struggling economy, causing prices to fluctuate, and

unemployment and poverty to increase. (Statista, 2019) Although this is the cause, it is not
Market Strategy Analysis 19

entirely in bad shape because more than half of Nigeria’s GDP is generated from their service

sector and their resource of oil plays an important part in their state revenues. (Statista, 2019)

With the election spending, it will also cause a high inflation, but this is forecast to be medium

threat to their economy. (Pwc, 2019)

Economic Growth Forecast

Per the World Bank, they forecasts that in the Sub-Saharan Africa, there will be a 3.4% growth

due to large investments in the economy and they it will continued its robust growth in non-

resource. (Pwc, 2019) The economic forecast for Nigeria is expected to gain this year on the

back of stronger household consumption and fixed investment growth. (FocusEconomics , 2019)

Oil production will also grow and support the country’s economic growth as higher oil prices are

in place. According to economists at Capital Economics in London, “Low oil prices will weigh

on growth in 2019, but the longer-term outlook depends heavily on the result of Saturday’s

presidential election.” (Ohuocha, 2019) OPEC has also lowered the country’s oil production

level to 1.685 mhpd, and forecasts that due to this cut, it will fluctuate with oil prices and

potential supply which will impact their New Year budget implementation. (Pwc, 2019)

Labor Force

The Nigeria labor force is still growing. The unemployment rate in is still at a high rate

considering that it is the largest country in Africa. In Nigeria, ages 15 and older are considered
Market Strategy Analysis 20

appropriate working age. (NationMaster, n.d.) In 2007, about 66% of Nigeria’s population was in

the labor force. (Onyejeli, 2010) The agricultural sector is the largest employer in the country,

with 70.9% of men and 74.8% of women employed in that labor force and being self-employed.

(Onyejeli, 2010) In the labor force, 10 percent was also employed in the industry sector and 20%

for services. (Onyejeli, 2010) The labor work force in Nigeria also exhibits high levels of gender

inequality, they have the lowest employed women per total population. Among the highest age

percentage in in the workforce, 99.2% are men within ages 45-49, and of the same age group,

there is only 67% that are women. (Onyejeli, 2010)

There is a rise in the female labor force due to the increase of emphasis on gender equality,

education emphasis and attainment...etc. (Falola, 2019) And this is also due to female having the

desire to enjoy a better quality of life with equal income as males.

Market Strategy Analysis 21

Key Resources
Nigeria may be well known for their export of crude oil, but apart from that, they have an

abundant of nature resources such as:

- Natural Gas

- Tin

- Iron ore

- Coal

- Limestone

- Niobium

- Lead

- Zinc

- Arable land

(OPEC, 2018)

The resources of coal are used by the traditional metal industries, railroads and used by power

plants to generate electricity. (Ajayi, Hamilton Millard Kirk-Greene, Kenrick Udo, & Falola,

2019) With a lot of natural resources, about one-third of the countries powered is provided

through hydroelectricity, through their dams in Kiger and Kwara state. While natural gas and

coals are used in thermal plants, supplying three-fifths of the country’s power. (Ajayi, Hamilton

Millard Kirk-Greene, Kenrick Udo, & Falola, 2019)

Although Nigeria’s export market consist mostly of crude oil, cocoa beans and runner are also

main resources that the country exports. (Ajayi, Hamilton Millard Kirk-Greene, Kenrick Udo, &

Falola, 2019)
Market Strategy Analysis 22

Section 4: International Economic Policy

As an emerging power country, and ranked as the 49th largest export economy in the world and

the 124th most complex economy according to the Economic Complexity Index (ECI). (Simoes,

n.d.) Nigeria integration in the global economic shows a lot of potential, due to its oil resources

and business climate.

International Trade Agreements

The Encyclopædia of Britannica, explains that Trade agreements, are contractual arrangements

between states/countries concerning their trade relationships, it may be bilateral or multilateral,

but that is between the two states/countries or more. (Britannica, 2019) Trade agreements are

used to regulate barriers such as tariffs, nontariff, and out outright prohibition. To reduce these

barriers, trade agreements allows opening for all the parties to the benefits of increased trade.

(Britannica, 2019)

Currently, Nigeria has signed 16 bilateral trade agreements and nine memorandum of

understanding agreements. (Salawu, Oyebayo , Shittu, & Ajayi LP, 2019) One of Nigeria’s

International Trade agreement is with China. In May 2018, China and Nigeria created an

international trade agreement to conduct currency swap, amounting to nearly 2.4 billion USD,

this trade make for a smoother and less reliant on the United States dollar in the Future. The

agreement will last for three years and renewal can happen if both countries chooses to approve.

(HKTDC, 2019)

Nigeria has also signed a Trade and Investment Framework Agreement with the United States of

America. This agreement provides for dialogue on improving and enhancing trade and
Market Strategy Analysis 23

investment opportunities between the two countries. (Salawu, Oyebayo , Shittu, & Ajayi LP,

2019)

On December 12, 2017, Nigeria signed a Joint Declaration on Cooperation with the European

Free Trade Area (EFTA) on the margins of the 11th WTO Ministerial Conference. The Joint

Declarations allows Nigeria to also set the framework for Nigerian trade agreements with EFTA

states. (Salawu, Oyebayo , Shittu, & Ajayi LP, 2019)

And as a part of being a party to the African Growth and Opportunity Act (AGOA), which is a

US trade act that grants duty-free product access to the US market from 40 sub-Saharan African

countries. (HKTDC, 2019)

World Trade Organization (WTO)

Nigeria has been a member of the WTO since January 1, 1995. (HKTDC, 2019) As a member of

the WTO, Nigeria adopts the Harmonized System (HS) of Customs Tariffs and all duties are

levied on an ad valorem basis, with rates for most product lines ranging from 0% to 35%.

(HKTDC, 2019)
Market Strategy Analysis 24

Trading Partners

Trading partners are agreements that are drawn up by two or sometimes more parties to have

agreed to trade certain items or information. Over four-fifths of Nigerian exports in 2018 was

delivered to 15 countries.

The top 15 trading partners that imported the most Nigerian shipments by dollar and the

country’s import percentage consumption of total Nigerian exports listed below. (Workman,

2019)

1. India: US$8.4 billion (15.9% of total Nigerian exports)

2. Netherlands: $5.7 billion (10.7%)

3. Spain: $5.4 billion (10.1%)

4. France: $4.2 billion (7.9%)

5. South Africa: $3.4 billion (6.4%)

6. United States: $3.2 billion (6.1%)

7. Indonesia: $2.2 billion (4.2%)

8. Sweden: $2 billion (3.8%)

9. United Kingdom: $1.9 billion (3.6%)

10. Brazil: $1.7 billion (3.2%)

11. Italy: $1.6 billion (3%)

12. Canada: $1.5 billion (2.8%)

13. Côte d’Ivoire: $1.15 billion (2.2%)

14. Germany: $1.12 billion (2.1%)

15. Togo: $936.5 million (1.8%)

Market Strategy Analysis 25

(Workman, 2019)

Nigeria – Export

In 2017, Nigeria exported over $46.8B, making them the 49th largest exporter in the world.

(Simoes, n.d.)

Listed below are the top product groups with their highest dollar value in Nigeria’s export

purchases and the percentage in the overall imports into Nigeria.

1. Mineral fuels including oil: US$49.8 billion (94.1% of total exports)

2. Ships, boats: $1.3 billion (2.4%)

3. Cocoa: $317.5 million (0.6%)

4. Oil seeds: $274.6 million (0.5%)

5. Fruits, nuts: $189.3 million (0.4%)

6. Fertilizers: $169.2 million (0.3%)

7. Tobacco, manufactured substitutes: $97.2 million (0.2%)

8. Raw hides, skins not fur skins, leather: $93.4 million (0.2%)

9. Aluminum: $74.2 million (0.1%)

10. Plastics, plastic articles: $71.4 million (0.1%)

(Workman, 2019)

About one half of Nigeria’s exports were sent to the European countries while the other was sent

to countries in Asia.
Market Strategy Analysis 26

Nigeria – Imports

In 2017, Nigeria imported over $34.2B, making them the 58th largest importer in the world.

(Simoes, n.d.)

Listed below are the top product groups with their highest dollar value in Nigeria’s import

purchases and the percentage in the overall imports into Nigeria.

1. Mineral fuels including oil: US$10.8 billion (29.7% of total imports)

2. Machinery including computers: $5.2 billion (14.2%)

3. Ships, boats: $3.4 billion (9.4%)

4. Vehicles: $2.2 billion (6.1%)

5. Electrical machinery, equipment: $2.1 billion (5.6%)

6. Plastics, plastic articles: $1.4 billion (3.8%)

7. Cereals: $1.2 billion (3.3%)

8. Fish: $686.5 million (1.9%)

9. Articles of iron or steel: $681.9 million (1.9%)

10. Iron, steel: $618.9 million (1.7%)

(Workman, 2019)

Trade Barriers

Trade Barriers are government imposed restraint on the flow of international goods or services.

(The Library of Economics and Liberty, n.d.) The most common barriers for trade is tariff which

are tax on imports. Another barrier is government subsidy, which make those goods cheaper to

produce than in foreign markets, which results in lower domestic prices. These two barriers both
Market Strategy Analysis 27

raise the prices price of foreign goods to domestic goods, which reduces imports. Other barriers

to trades are embargo, a block by political agreements and protection. (The Library of

Economics and Liberty, n.d.)

One of the most common trade barriers in Nigeria is a lack of transport Infrastructure, and

inefficiency and opacity in border administration. Other obstacles include: barriers to market

access. (The World Economic Forum , n.d.)

Business operators consistently complains about having to deal with too many government

agencies, arbitrary fees, illegal clearing agents at the ports, and poor infrastructure which causes

delays at Nigeria’s ports. (The World Economic Forum , n.d.) Although there’s Nigeria, Trade

facilitation agreement (TFA) it can only address certain problems.

Nigeria – Currency and Impacts

The current currency of Nigeria is Naira, 1 Nigerian Naira equals to 0.0028 USD or 360 Nigerian

Naira equals to 1 USD. In article from 2016, mentioned that the naira is one of the world’s four

worst performing currencies. (Opara, 2016) This was due to the price of oil. With 70% of its

economy dependent on oil, if price falls it will greatly impact the country.

In 2017, the collapsing of oil prices have heaped pressure on the naira. Nigeria’s country’s

central bank maintained a peg of roughly 200 against the dollar, but then, as dollar reserves ran

dry, the government changed tack and devalued the currency. The naira rate depreciated by 30%.

(Giokos, 2017)
Market Strategy Analysis 28

Nigeria is also suffering from a shortage of dollars, although the country exports plenty of oil, it

relies shipments from abroad and Nigerian importers also need to pay these foreign companies in

their home currencies. (Giokos, 2017)

In terms of slowdown in China’s growth to Nigeria, it depends on the rate of the economic

growth in China. If it grows at 6.5 percent, the impact to Nigeria will not be severely affected but

if the rate is lower than 5 percent, it can affect severely to Nigeria. (Verma, 2015) But a

slowdown in China can also provide excellent opportunity for the country to diversify its

economy.

As a one of the biggest country in the world, in an article from the Belfer Center, it mention that

“Nigeria has the potential to be a key exporter of agricultural produce. It has over 84 million

hectares of arable land” but only 40% is being cultivated, and has an abundant of rainfall and a

labor force that can help increase their agriculture production. (Juma, 2015) With good

management the economy of Nigeria have a lot of potential, but the country needs to take care of

their corruption as a top priority.

 Market Strategy Analysis 29

Section 5: Product Analysis

Nigeria is home to 250 ethnic tribes. (Countries and their Cultures, n.d.) And with a population of

approximately 199,588,724 million people making Nigeria the biggest country in Africa

(WorldOMeters, n.d.) They also have one of the poorest healthcare system. More than 92,000 of

new cases of breast cancer is coming from Africa. (World Health Organization, n.d.) In sub-Saharan

Africa, one in four people who are diagnosed with cancer has breast cancer and is responsible for

one of the five people cancer deaths. (Dodo, 2015) Nigeria have to take action to prevent the late

detection of breast cancer in women.

Healthcare Services

Nigeria is currently ranked as the second poorest country for health, after India. (NEWSPAPERS,

2019) The government has made many improvement throughout the years such as

- Improving healthcare service access in rural communities spread across the country through

innovative partnerships.

- Implementation of quality of care

- Improvement of programs that encourage performance based incentives

- Better resource management that ensures accountability through strategic purchasing

mechanisms

- Pragmatic monitoring and evaluation program to track performance for reviews and adjustment

that improve outcomes

(NEWSPAPERS, 2019)
 Market Strategy Analysis 30

Although the ministry has mention that they are working with health experts to develop a

comprehensive cancer control policy to try to improve its weak cancer data collection.

Nigeria has also implemented universal insurance coverage that would cover cancer treatment, but

the details "were being still worked out." due to government issues. (World Health Organization ,

2012)

Mobile Mammography Van Service

With so many rural tribes, having a mobile mammography van service available, it can help reach

and tackle down the barriers of transportation that women have. Per the World Health Organization,

The lack of access to radiography equipment, particularly for rural women, is a serious problem.

(World Health Organization , 2012) A benefit of the having a mobile mammography reduce many

of the obstacles that breast cancer screenings faces for the underserved women. (Guse, 2017)

Acceptance

Having a mobile mammography service in Nigeria, would be very acceptable and the citizens would

very much appreciate it. Taking into consideration the efforts that the government have “attempt” to

improve their healthcare system, this service will play a big part in reaching that because the

government knows that this is a concern, and with more female leaders stepping up in the country

fighting for more rights and empowerment this service can go far.

An article from PUNCH mention that, with the arrival of the mobile mammogram it would help the

fight against breast cancer in the country. There have been several awareness campaigns on breast

cancer, but now is the time for action. This equipment will help women in detecting the disease early
 Market Strategy Analysis 31

because this machine would meet them where they work, trade and worship. It has been designed for

their convenience. (Dumo, 2018)

Also in a recent article from the World Health Organization, Government and partners redouble

efforts to beat breast cancer in Nigeria, mentioned how the Federal Ministry of Health (FMoH) is

working with a number of partners including WHO to campaign to make cancer treatment services

available and increase awareness towards access to quality care. (Abuja, 2018)

Income – Cost of Healthcare

In Nigeria, Poverty and lack of resources are major problems. About 86.9 million Nigerians now

living in extreme poverty representing nearly 50% of its estimated population. (Kazeem, 2019)

Most women in Nigeria are housewives or farmers with families to take care of, thus there is no free

time for medical check-ups. Per the most recent data, the average income a middle-class Nigerian

make is about ₦30000 per month, which is about $83.33 USD. (Udo, 2019)

Of their income, approximately only 2% is spent on healthcare, the rest was spent on: 51% food,

31% on fuel, and 8% on education. (Encyclopedia of the Nations, n.d.)

Considering the cost of health care, Health care is through an uneven mix of various mechanisms.

First, through government budget allocations; second, through out-of-pocket payments; third,

through health insurance (social and private); and lastly, through external funding. (Shobiye, 2012)

Majority of Nigerians have to pay the costs of their own healthcare out of their own pockets at the

time of seeking treatment, is not equitable because it undeniably limits access only to those who can

afford it (the rich) and excludes the poorest members of society. (Shobiye, 2012) Only 1 percent of

the population have health insurance.

 Market Strategy Analysis 32

In Nigeria, out of pocket cost is a huge burden and a great deal of financial risk and restricts them

from having direct access to health care when they need it. “You have to make a deposit before we

can treat the patient” is what patients and relatives are greeted by when they visit a health facilities

in Nigeria. (The Lancet, 2016)

Per recent data from the World Health Organization (WHO), considering the cost to stay or visit a

health care center, a Nigerian will have to save or used up more than one fourth or half of their

monthly income just to visit a health care facility.

HOSPITAL COSTS
Cost per bed day by hospital level*

USD ($) Naira (₦)

Primary 2.70 973.21

Secondary 3.53 1,269.66

Tertiary 4.82 1,734.20

Cost per outpatient visit by hospital level*

USD ($) Naira (₦)

Primary 0.71 254.24

Secondary 1.00 360.62

Tertiary 1.48 533.46

HEALTH CENTRE COSTS

Cost per visit at health center by population coverage for a 20 minute visit**

USD ($) Naira (₦)

50% 1.33 479.20

80% 1.44 516.88

 Market Strategy Analysis 33

95% 2.16 778.01

(World Health Organization (WHO), n.d.)

Resources of Professional Medical Workers

One of the biggest concerns in the healthcare of Nigeria is their resource of doctors. According to

the World Health Organization (WHO), Nigeria has one of the highest doctor to population ratio in

Africa, with a ratio of 1 doctors to 5000 people, a lot of them are becoming brain drain. (Banke-

Thomas, 2018) Each week doctors are emigrating and finding work somewhere else, at least 12

Nigerian in one week gets employed in the United Kingdom and more than 4000 are practicing in

the United States and Canada. (Adepoju, 2018) Doctors are emigrating due to get better facilities

and work environment, higher pay and career progression which is what Nigeria health system is

lacking. At the same time, the government is not doing anything to convince them to stay.

At the same time, there are also not enough female workers in the Nigeria health system. Due to

cultural beliefs of some of the women, the services have to be performed by a female worker.

As long as the government set policies for their professional medical workers that they have to spend

time working within the country after they get their degree and improve their infrastructure and

work environment, it is possible for Nigeria to improve their health system.

Substitution

Although cost is a big factor and barriers for women to get adequate quality of health care. A

substitution to using western medicine and practice, Nigerian women will choose to use traditional

medicine and/or alternative treatments first and if breast cancer symptoms have worsened that is
 Market Strategy Analysis 34

when they will report to the hospitals. The reason is because it is more affordable and convenient for

them.

Awareness

The first step to getting more women to screen and use a mobile mammography is bring awareness

about the breast cancer. In Nigeria, the majority of women diagnosed with breast cancer do not

survive because their cancer is detected too late. (World Health Organization , 2012) Currently,

there is an organization in Nigeria known as the Breast Cancer Association of Nigeria (BRECAN)

which is an organization that brings awareness about breast cancer through public education, patient

support, advocacy and research. (World Health Organization , 2012)

Another action that can help bring more awareness in Nigeria, is having leaders that the people trust

to bring more awareness. Due to a lack of education on breast cancer, if there are survivor patients

who are like them, it can have a more impact in reaching to the population. By having a leader it

allows for more women to have a person they trust that they know they can go to for help or advice

if they needed. Awareness is not enough if the women’s do not have the support and trust they need.
Market Strategy Analysis 35

Section 6: Strategic Market Strategy Summary

Synthesizing all the information, a conclusion can be made that this service have a high chance

of being successful. Analyzing the cultural, demographic, and government aspect of the country

this service will serve as a benefit to Nigeria. As healthcare is important and getting quality

healthcare is just as important. By having a mobile mammography van to help with the

transportation barriers that most women faces will help decrease that barrier. It will allow

women to get the preventative breast cancer screening they need. There is much work needed to

promote and emphasis cultural misconceptions and practices should be addressed appropriately,

information about western and breast cancer information should be provided. But most important

with this service it is important to note that it can save lives with early diagnoses and prevention

for breast cancer in women. The Nigeria government would still need to come together, which

includes policymakers and health professionals and create a long-term goal focus on revitalize

enhancing cooperation and efficiency and approach a better way to help the Nigerian health care

system as it is poorly developed, especially at the local government level.

 Market Strategy Analysis 36

Overall, Nigeria’s economic is favorable. Its large internal markets allows for them to provide

continual industrial growth, especially within their industrial production in import substitution

and because that sector has also shown to be increasing over the years. (World Bank, n.d.) Due

to their abundant of natural sources, this also will insure that Nigeria’s export is diversified and

much less fluctuated. (World Bank, n.d.) And let’s not forget their oil resources, as one of the

largest exporters, the possibility of prices increasing in the long run can help lead their economy

to big growth. And per Statista, Nigeria is noted to be one of the countries with the highest

economic growth over the next few decades. (Statista, 2019)

As a one of the biggest country in the world, in an article from the Belfer Center, it mention that

“Nigeria has the potential to be a key exporter of agricultural produce. It has over 84 million

hectares of arable land” but only 40% is being cultivated, and has an abundant of rainfall and a labor

force that can help increase their agriculture production. (Juma, 2015) With good management the

economy of Nigeria have a lot of potential, but the country needs to take care of their corruption as a

top priority. Bringing in a mobile mammography service to Nigeria will be very successful. With a

good support from the government already taking in place the service can help with the limitations

and barriers that exists. Nigerian women will benefit a lot from this; gaining better awareness, better

health, and better life expectancy. The healthcare system in Nigeria will improve and it is important

to notes that with this service it can save lives with early diagnoses.
Market Strategy Analysis 37

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