ABSTRACT

 This study focused on the competitive marketing strategies adopted by films in Abia state, Nigeria with four selected firms as case studies. The study was carried out in the commercial city of Aba, Abia State. About 206 respondents were randomly selected from the four selected firms and used as samples for the study. Yaro Yamen's formula was used in determining the said sample size. Oral interviews and observation were also used to complement the questionnaire administration. Data were analyzed with the use of simple descriptive statistics such as frequencies, percentages, tables and the simple linear regression model. Findings indicate that the managers of the various firms selected are very much aware of the principles of strategic marketing, but apply these strategies on average level. It was also observed that a very significant relationship exists between competitive marketing strategies applied by the firms and increase in their sales volume and profit. The researcher then recommend that Business firms should firs analyze competition in their business environment to identify who their competitors are before formulating their marketing strategies. By doing so, they will identify their market positions- whether they occupy the leadership position of the market, or whether they are to challenge the leader, follow the leader, or carve a niche for themselves. Competitor analysis will also assist firms in discovering areas of opportunities in their industry and consequently, concentrate their limited resources on these areas of opportunities thereby gaining competitive advantage in the process.