By Odoh Adeline Ijeoma
Marketers (in various industries) are enunciating multifarious marketing strategies, policies, and activities that can give them competitive advantage over other firms in their industry, and individual impact of the various strategies cannot be known unless studied.
This research is therefore spurred to undertake this study in order to unveil the impact promotional strategy has on competitiveness in the Nigeria Academy press plc (a leading printing firm and the only one quoted in the Nigeria Stock Exchange) as a case study.
Literature pertaining to the subject matter was extensively reviewed, revealing that Kotler (1997) had underscored this issue, when he posited that “a company can no longer achieve its marketing objectives by developing a good product/service pricing it attractively and making it accessible to target customers/clients”.
Collecting data from primary and secondary sources, and working on a sample size of 50 respondents, the primary data were analyzed using the statistical tools of mean, Pearson “r” correlation coefficient and Chi-square.
It was found that the promotional mix elements being employed by Academy press plc in achieving its marketing objectives are personal selling sales promotion, public relations, and advertising made the least impact.
Other paramount issues in respect of research problem objectives and other cognate issues were discussed and policy recommendations were made, based on the conclusions drawn from the findings.