Global Marketing of Locally Made Products (PDF)

Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 4.00, , language: English, abstract: The study recommended that local groundnut chips manufacturers can be successful in this industry if efforts are made on producing quality and consistent products, certify product, and provide attractive packaging and labelling. The use of Google trends will provide an insight on market issues and more money should be spent on social media marketing. Local manufacturers should employ global trade marketing tools such as Globaltrade, Alibaba, Shopify, Ebay, Amazon, to exposure their products to international clients.


The Snack Food industry is a billion dollar investment business. The demand for snack food is high both in local and international market. This provides opportunities for Nigerian investors to tap into this goldmine. This is the sector Nigeria entrepreneurs can leverage on, to create wealth, and reduce unemployment. In the light of this, local chips manufacturer need to be empower with the useful information to take advantage of the existing market opportunities for snack product globally.
To achieve this objective, the researcher conducted an explorative research using primary and secondary data collection method to gain market insight. This was informed by the research objectives based on categorisation that include International opportunity perception, product standardization, regulatory framework, penetration strategies and communication methods for attracting customers.

The researcher conducted a survey among 45 local groundnut chips manufacturer in Abuja, Nigeria and the years of business operation in the export business play important role in using a non-probability sampling method i.e. purposive sampling process.