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Corporate Citizenship and Globalization

Nigeria is my home country for the new smartphone from Samsung. Recent smartphone industry statistics show that the country's mobile subscription has crossed more than 150 million with an estimated 97 million Internet users (Ajilore & Solo-Anaeto, 2016). Nigeria is around 30 percent internet penetrating (Adepetun, 2016). The rapidly rising percentage of internet users and mobile subscribers is making Nigeria a lucrative Samsung smartphone market. Part of the plans to penetrating the Nigerian smartphone market involves market research initiatives aimed at understanding the psychological characteristics that influence consumers’ decision to purchase smartphones. From a global standpoint, a good understanding of country’s population will enable my team to select the most appropriate marketing mix (Hosmer, 2017). My choice of the 4Ps of marketing mix will get based on the needs and characteristics of the target consumers.

From a social perspective, marketing the latest smartphone in Nigeria requires an understanding of the country’s demographic attributes. Given the primary target market for this product is the young adult population and students, it is prudent to ensure that this latest model of Samsung smartphone meets the consumers’ needs, especially advanced features of social media apps (Hosmer, 2017).

Although the Nigerian market presents significant opportunities, this task faces some challenges. First, a fluctuation in the country’s currency value against the dollar is a formidable challenge. Secondly, circumventing foreign policies could be another challenge. To date, there are no universally acceptable policies. Therefore, stringent regulations from the government would pose a significant constraint. Lastly, Nigeria faces political instability, which affects their economy negatively. As such, penetrating this market comes with political barriers.


Adepetun, A. (2016, July 8). Nigeria: Smartphone penetration hits 30 percent in Nigeria. The Guardian .

Ajilore, K., & Solo-Anaeto, M. (2016). Smartphone brand personality as a predictor of brand value among undergraduate at Babcock University. Global Journal of Management and Business Research: E-Marketing, 16(1), 32-65.

Hosmer, C. (2017). Definition of "Marketing Globalization". Houston Chronicle.

August 09, 2021

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