Development of sustainable marketing strategies to address decline in sales growth of ACG capsules

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INTRODUCTION AND BACKGROUND OF PROBLEM Based on data provided by a combination of Pharmaceutical Manufacturers Association of Nigeria (2018) and other directories, Capsules dosage form Manufacturing... companies in Nigeria was estimated at 90 with more companies expected to be added to the list by the end of 2020. ACG capsules have since 2001 when it began operations in Nigeria partnered with and exclusively supplied EHGC to about 50% of these customers. The strategy is usually to sign long term sales agreements with the manufacturing companies or customers for the supply of EHGC alone based on the company’s terms and conditions in order to brick wall the market from competitors who though present, focused on spot markets or sales. There was however a turnaround in the approach to market from these competitors in the third quarter of 2018. [Show More]

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