Nwogu, C. C.
Department of Business Administration, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria
and
Hamilton, D. I.
Department of Business Administration, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria
ABSTRACT
The study examined the relationship between market focus strategy and sustainability of plastic manufacturing companies in Rivers State, Nigeria. The study adopted cross-sectional survey with respondents’ rate of 30 top strategic management staff in the plastic manufacturing companies in Rivers State, Nigeria. Data were generated using the structured questionnaire. The bivariate analysis for the study was achieved with the use of Spearman’s Rank Order Correlation coefficients. The findings showed that market focus strategy has a strong positive and significant influence on the measures of sustainability of plastic manufacturing companies in Rivers State, Nigeria. The findings of the study concluded that market focus strategy had a strong positive and significant influence on the measures of sustainability in the plastic manufacturing companies in Rivers State, Nigeria. This clearly indicates firms that adopt market focus strategy can easily stay closer to their customers and effectively monitor their needs. A low cost position gives the company a defense against rivalry from competitors because its lower costs mean that it can still earn returns after its competitors have competed away their profits through rivalry. Management should target a profitable niche market segment in order to achieve high customer retention. Similarly, plastic manufacturing companies should scan the environment fully to identify the best segment to target and adopt market focus strategy to satisfy customer wants and needs in market segments that are sustainable.
Keywords: Market focus strategy, sustainability, environmental, economic sustainability
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