Analysis of Strategic Marketing as Critical Tool for Entrepreneurial Survival: A Study of Toptree Oil Mills Nigeria Limited, Aba, Abia State

Abstract

Entrepreneurship engagements have continued to encounter difficulties in coping with turbulent economic environment. The global economic crisis worsened the state of affairs culminating in the collapse of many companies. In-spite of these challenges, some entrepreneurship still thrives. This paper is focused on the entrepreneurship survival strategies of organizations with focus on Top tree Vegetable Oil company, Aba, Abia State. A descriptive survey of the company reveals that adoption of corporate strategy, stretching of core competences and distinctive capabilities remain the hallmarks of entrepreneurships which thrive in-spite of turbulence in the business environment. Recommendations are made for the adoption of integrated plans and innovative activities, formulation of long term goals as well as development of reputation for quality goods and services. This paper has implication in public policy formulations for business growth and development in Nigeria and the developing countries.