The respondents of the questionnaire based survey were the management and staff at the UTC Plc company. The analysis of the retail market leaders is conducted on their marketing strategies, their market performance and growth. The primary research for this dissertation is only used to collect information from the UTC Plc management about their marketing strategy and the position of the company in the local market in Nigeria.
This research is based on interviews and survey based questionnaires that were put forward to the management of the UTC Plc Nigeria Company to gather information about their current marketing strategies in practice and to determine the strategies that the competitors are employing in the market through cross reference questions. The management was not freely available for face to face interviews. As a result in order to gather information about the company and its marketing practices, the management had to be interviewed by phone and on the internet with a short survey based questionnaire also being circulated among the management for comprehensive data collection.