아프리카ㆍ중동

The purpose of this study is to systematically analyze marketing strategy of firm level aimed at strengthening competitiveness of South Korea’s pharmaceutical medicine industry in order to enter the pharmaceutical medicine industry of Nigerian market with 150,000 million people.

The marketing strategies to enter the Nigerian pharmaceutical medicine industry are as follows:First, product strategy is WHO-standard quality of medical products, selection of Korean-style company name reminiscent of the Korean Wave image, addition of product line items through line filling strategy and upward stretch strategy.

Second, price strategy should be low-priced in the short-term, while middle-and high-priced in the mid-and long-term plan. This, clearly, can be shifted by stages after securing competitiveness with product image positioning through steady promotion activities.

Third, distribution strategy of first mover is to make inroads through trustworthy Nigerian importers. Companies with previous experiences can supply products to large hospitals and medical product-related organizations or directly supplying raw materials to manufacturers, as well as using a previous method.

Fourth, promotion strategy is to promote South Korean products to consumers through personal networks after selecting capable local importers because the promotion activities by advertisements or specialized magazines are not fully developed in Nigeria.

We hope that the results of this study would contribute to using as a way of analyzing marketing strategy to make inroads into Nigeria’s pharmaceutical medicine industry.