Marketing Segmentation As A Tool For Organization’s Survival And Growth In Nigeria

ABSTRACTThis research work is to examine market segmentation as a tool for organization’s survival and growth in Nigeria using (Nigerian Brewery PLCPlc as a case study). The objective of this study is to analyze market segmentation as a tool by organizations in Nigeria. Businesses are set up with funds to achieve certain objective. The fundamental objective is not just to survive, but also to provide adequate return on investment to shareholders. To achieve this obligation, the product or service of the organization must be successful in the market and this could be possible only through effec…