Académique Documents
Professionnel Documents
Culture Documents
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
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
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
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
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.)
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
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
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
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
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
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
Government
In the country of Nigeria, since 1999 when their current government was establish after years of
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
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
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
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
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
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.
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
(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
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
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)
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
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.
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
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 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
Key Resources
Nigeria may be well known for their export of crude oil, but apart from that, they have an
- 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
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
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
The Encyclopædia of Britannica, explains that Trade agreements, are contractual arrangements
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
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
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)
(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
8. Raw hides, skins not fur skins, leather: $93.4 million (0.2%)
(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
(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
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
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
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
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
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
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.
mechanisms
- Pragmatic monitoring and evaluation program to track performance for reviews and adjustment
(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)
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
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)
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,
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
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
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
HOSPITAL COSTS
Cost per bed day by hospital level*
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
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
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
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
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
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
References
2019 Index of Economic Freedom. (2019). Nigeria. Retrieved from 2019 Index of Economic
Freedom: https://www.heritage.org/index/country/nigeria
Abuja. (2018, October 27). Government and partners redouble efforts to beat breast cancer in
https://afro.who.int/news/government-and-partners-redouble-efforts-beat-breast-cancer-
nigeria
Adepoju, P. (2018, November 20). Nigeria's medical brain drain. Retrieved from Devex:
https://www.devex.com/news/nigeria-s-medical-brain-drain-93837
Ajayi, J., Hamilton Millard Kirk-Greene, A., Kenrick Udo, R., & Falola, T. O. (2019, March 14).
https://www.britannica.com/place/Nigeria/Languages
Ajayi, J., Hamilton Millard Kirk-Greene, A., Kenrick Udo, R., Falola, T. O., & The Editors of
Britannica: https://www.britannica.com/place/Nigeria/Government-and-society
Market Strategy Analysis 38
Aregbeshola, B. (2019, July 02). Health care in Nigeria: Challenges and recommendations.
nigeria-challenges-and-recommendations
Banke-Thomas, D. A. (2018, October 15). The emigration of doctors from Nigeria is not today’s
https://blogs.lse.ac.uk/africaatlse/2018/10/15/the-emigration-of-doctors-from-nigeria-is-
not-todays-problem-it-is-tomorrows/
Britannica, T. E. (2019, January 11). Trade agreement. Retrieved from Encyclopædia Britannica
: https://www.britannica.com/topic/trade-agreement
Carsten, P. (2018, December 20). Nigeria’s unemployment rate rises to 23.1 percent in Q3.
africa/2018/12/20/nigerias-unemployment-rate-rises-to-23-1-percent-in-q3/
Countries and their Cultures. (n.d.). Nigeria. Retrieved from Countries and their Cultures:
https://www.everyculture.com/Ma-Ni/Nigeria.html
DiChristopher, T. (2019, February 19). Nigeria's disputed elections may become choice between
'bad and worse' amid oil sabotage, corruption and violence. Retrieved from Consumer
elections-may-be-choice-between-bad-and-worse-.html
Dodo, A. M. (2015, November 11). What's Stopping Nigerian Women from being Screened for
nigerian-women-from-being-screened-for-cancer-49995
Market Strategy Analysis 39
Doing Business. (n.d.). Ease of Doing Business in Nigeria. Retrieved from Doing Business:
http://www.doingbusiness.org/en/data/exploreeconomies/nigeria#
Dumo, E. (2018, July 5). Ambode unveils first mobile mammogram in Nigeria. Retrieved from
Punch: https://punchng.com/ambode-unveils-first-mobile-mammogram-in-nigeria/
Eames, E. A. (1985, September). Regional Rivalry, Party Politics, and Ethnic Identity in Nigeria
https://www.culturalsurvival.org/publications/cultural-survival-quarterly/regional-rivalry-
party-politics-and-ethnic-identity
Encyclopedia of the Nations. (n.d.). Nigeria - Income . Retrieved from Encyclopedia of the
Nations: https://www.nationsencyclopedia.com/Africa/Nigeria-INCOME.html
Falola, T. O. (2019, April 01). The Role of Nigerian Women. Retrieved from Encyclopaedia
Britannica: https://www.britannica.com/topic/role-of-Nigerian-women-1360615
economics.com/countries/nigeria
Giokos, E. (2017, May 2). Nigeria's cash problem: Multiple exchange rates, wild swings and
https://money.cnn.com/2017/05/02/investing/nigeria-naira-currency-dollars/index.html
Global Economy. (n.d.). Nigeria. Retrieved from Global Economy: Economic indicators for over
https://globaledge.msu.edu/countries/nigeria/government
Guse, L. (2017, November 29). 5 Benefits of Mobile Mammography: Saving Lives and
http://info.lifelinemobile.com/blog/5-benefits-of-mobile-mammography-saving-lives-
expanding-markets
HKTDC. (2019, February 1). Nigeria: Market Profile . Retrieved from The Hong Kong Trade
news/article/Africa/Nigeria-Market-Profile/mp/en/1/1X000000/1X06O2BJ.htm
Minds: https://www.internations.org/nigeria-expats/guide/moving-to-nigeria-
15540/healthcare-in-nigeria-3
Jadesimi, A. (2015, May 21). The Changing Face Of Business In Nigeria. Retrieved from
Forbes: https://www.forbes.com/sites/amyjadesimi/2015/05/21/the-changing-face-of-
business-in-nigeria/#193cfb963e18
Juma, C. (2015, February 27). Why Nigeria Matters to the World. Retrieved from Havard
https://www.belfercenter.org/publication/why-nigeria-matters-world
Kazeem, Y. (2019, June 25). Nigeria has become the poverty capital of the world. Retrieved
extreme-poverty-globally/
Market Strategy Analysis 41
Kwintessential. (n.d.). A guide to Nigeria – etiquette, customs, clothing and more…. Retrieved
etiquette-customs-culture-business
Lwahas, S. (2017, April 3). Understanding Gender Roles in Northern Nigeria. CEC Journal:
issue-3/understanding-gender-roles
https://www.nationmaster.com/country-info/profiles/Nigeria/Labor
NewsHour, P. (2007, April 5). Ethinicity in Nigeria. Retrieved from PBS NewsHour:
https://www.pbs.org/newshour/arts/africa-jan-june07-ethnic_04-05
NEWSPAPERS, T. (2019, February 16). Setting Healthcare Agenda for Nigeria. Retrieved from
for-nigeria-1/
Nordeal Trade. (2019, March). Nigeria: Economic and Political Overview. Retrieved from
market/nigeria/economical-context
Ohuocha, C. (2019, February 12). Nigerian economy grows at fastest pace in two years as
gdp/nigerian-economy-grows-at-fastest-pace-in-two-years-as-election-nears-
idUSKCN1Q120X
Market Strategy Analysis 42
Onyejeli, N. (2010, July). Nigeria Workforce Profile. Retrieved from Boston College:
https://www.bc.edu/content/dam/files/research_sites/agingandwork/pdf/publications/CP2
2_Workforce_Nigeria.pdf
Opara, S. (2016, December 30). Naira among four worst global currencies in 2016. Retrieved
OPEC. (2018). Nigeria facts and figures. Retrieved from Organization of the Petroleum
https://www.pwc.com/ng/en/assets/pdf/nigeria-economic-outlook-2019.pdf
Salawu, D., Oyebayo , D., Shittu, R., & Ajayi LP, O. (2019, January 1). International trade in
goods and services in Nigeria. Retrieved from Thomson Reuters: Practical Law:
https://uk.practicallaw.thomsonreuters.com/w-016-
4262?transitionType=Default&contextData=(sc.Default)&firstPage=true&comp=pluk&b
hcp=1#co_anchor_a567560
Sawe, B. E. (2017, August 1). What Type Of Government Does Nigeria Have? Retrieved from
WorldAtlas: https://www.worldatlas.com/articles/what-type-of-government-does-nigeria-
have.html
Shobiye, H. (2012, May 07). Paying For Health in Nigeria. Retrieved from Nigerians Talk:
https://nigerianstalk.org/2012/05/07/paying-for-health-in-nigeria-part-1/
Simoes, A. (n.d.). Country Profile: Nigeria. Retrieved from The Observatory of Economic
Complexity: https://atlas.media.mit.edu/en/profile/country/nga/
Market Strategy Analysis 43
Statista. (2019). Inflation rate in Nigeria 2022. Retrieved from The Statistics Portal:
https://www.statista.com/statistics/383132/inflation-rate-in-nigeria/
The Lancet. (2016, June 18). Out-of-pocket payments in Nigeria. Retrieved from The Lancet:
https://www.thelancet.com/pdfs/journals/lancet/PIIS0140-6736(16)30798-X.pdf
The Library of Economics and Liberty. (n.d.). Barriers to Trade. Retrieved from The Library of
https://www.econlib.org/library/Topics/HighSchool/BarrierstoTrade.html
The World Economic Forum . (n.d.). Enabling Trade: Barriers to Imports/Exports in Nigeria.
increasing-the-potential-of-trade-reforms/enabling-trade-barriers-to-importsexports-in-
nigeria/?doing_wp_cron=1555354882.0449669361114501953125
The World Justice Project’s Research Team. (2019). Rule of Law Index 2019. Washington:
https://tradingeconomics.com/nigeria/population-female-percent-of-total-wb-data.html
Trading Economics. (n.d.). Nigeria Corruption Index. Retrieved from Trading Economics:
https://tradingeconomics.com/nigeria/corruption-index
https://tradingeconomics.com/nigeria/gdp
Udo, B. (2019, April 19). Labour demands immediate implementation of national minimum wage
news/326068-labour-demands-immediate-implementation-of-national-minimum-wage-
bill.html
Verma, R. (2015, October). Africa Trends. Retrieved from The Institute for Defence Studies and
rise_rverma_1215
Warigon, C. (2019, October 27). Government and partners redouble efforts to beat breast cancer
https://afro.who.int/news/government-and-partners-redouble-efforts-beat-breast-cancer-
nigeria
Welcome, M. O. (2011, October-December). The Nigerian health care system: Need for
Workman, D. (2019, March 28). Nigeria’s Top Trading Partners. Retrieved from World's Top
Exports: http://www.worldstopexports.com/nigerias-top-trading-partners/
World Bank. (n.d.). Ease of doing business index. Retrieved from The World Bank:
https://data.worldbank.org/indicator/ic.bus.ease.xq
World Bank. (n.d.). Economic rowth of Nigeria. Retrieved from World Bank:
http://documents.worldbank.org/curated/en/662611468099260956/Education
World Health Organization . (2012, March 3). Awareness is the first step in battle against breast
https://www.who.int/bulletin/volumes/90/3/12-030312/en/
Market Strategy Analysis 45
World Health Organization (WHO). (n.d.). Estimates of Unit Costs for Patient Services for
https://www.who.int/choice/country/nga/cost/en/
World Health Organization. (n.d.). Cancer. Retrieved from World Health Organization:
https://www.who.int/cancer/en/
World Health Rankings. (n.d.). Breast Cancer (Femaile). Retrieved from World Health
Rankings: https://www.worldlifeexpectancy.com/cause-of-death/breast-cancer/by-
country/
http://www.worldometers.info/world-population/nigeria-population/
http://www.worldometers.info/wprld-population/nigeria-population/