The African Growth and Opportunity Act and Marketing Implications for Nigeria (original) (raw)

The topic of study is on Agoa with a specific focus on the implications of marketing for Nigeria. Agoa was a great window for SSA countries to improve their exports to America with a provision to meet the prerequisites of standards and phyto standards of products. A survey of the export markets of agriculture and non-agricultural or non-energy exports from Nigeria to the United States was conducted among various groups, farmers, corporate organizations, export promotion embassies and others responsible for exports. The methodology was to review the extensive literature of the exports conditions for the exports and selected interview of individuals in some of the groups and government agencies responsible for export. The findings showed the gap was greatly influenced by poor quality products, non-production of the right products, lack of capacity and capability to produce the right products, zero percent or less than one percent was achieved, no utilization of marketing principles and practices, product grading, good packaging, little or no value added to raw products, poor market information (marketer and consumer) research, and weak or poor entry strategy to US market. Nigeria should adopt the marketing practices of entry strategy using available intermediaries in US market, collaboration with customers in US market, proper product package, preparation etc.