CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

According to Omoyibo and Akpomera (2013), security is a concept that is prior to the state, and the state exists in order to provide that Concept. Security is the prime responsibility of the state (Thomas Hobbes, 1996). The 1999 Constitution of the Federal Republic of Nigeria specifically states that “The security and welfare of the people shall be the primary purpose of government”. Unfortunately, government on this constitutional responsibility has failed to provide a secured and safe environment for lives, and properties and the conduct of business and economic activities. The alarming level of insecurity in Nigeria has fuelled the crime rate and terrorists attacks in different parts of the country, leaving unpalatable consequences for the nation’s economy and its growth. To address the threat to national security and combat the increasing waves of crime the federal government in the 2013 budget made a huge allocation to security, and the national assembly passed the Anti-Terrorism Act in 2011 (Ewetan, 2013). Despite these efforts, the level of insecurity in the country is still high, and a confirmation of this is the low ranking of Nigeria in the Global Peace Index (GPI, 2012). Despite the plethora of security measures taken to address the daunting challenges of insecurity in Nigeria, government efforts have not produced the desired positive result. This has compelled the Nigerian government in recent time to request for foreign assistance from countries such as USA, Israel, and EU countries to combat the rising waves of terrorism and insecurity.

Amidst the deteriorating security situation in the country, Nigeria is also confronted with daunting developmental challenges which people see serious threat to socio-economic development. These developmental challenges include endemic rural and urban poverty, high rate of unemployment, debilitating youth unemployment- low industrial output, unstable and deteriorating exchange rate, high inflation rate, inadequate physical and social infrastructure, very large domestic debt, and rising stock of external debt (Ewetan, 2013).

Over the years marketing strategy has played a very important and crucial roles in the fight against insecurity and other related offences in

Nigeria and the world at large. In developed nations and some developing nations in Africa, marketing strategy have been shown to be effective in managing threats. However, there remains a huge gap between the kind of insecurity experienced in developing nations like Nigeria and the way they are handled compared to developed nations.

The introduction of ICTs based marketing strategies into many facets of everyday life has led to the development of the modern concept of the information society that marketing drives. This development of the marketing-driven information society offers great opportunities and the level of insecurity in Nigeria today is a level where it: is necessary to deploy the right marketing strategy based systems and professionals to help fight against all forms of crimes in the country just the way it is done in developed countries of the world. Owing to the devastating effect of insecurity across the country, this study seeks to examine the role of marketing strategy in fighting insecurity in Nigeria.

The rate at which suicide bombers who nicknamed themselves as Boko Haram all in the name of going against Western Education is ravaging the Country (Nigeria) is no longer new to anyone. Marketing strategy if properly applied is the only tool that can liberate Nigeria from her present predicament of incessant killing and blood looting particularly inthe North Eastern part.

As a result, Ezirim (2003) argued that strategic marketing can serve as an important tool for an effective marketing information system, communication and intelligence gathering, which can assist security agencies to gather vital information, with regard to the present insecurity situation in Nigeria. .

Michael Porter (1994) also opined that Strategic Marketing can helps to develop a multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current economic year of a nation.

1.2     Statement of Problem

Over the years, Nigeria has been known as a land of poverty, high unemployment rate, endemic corruption and wide income inequality, in the midst of plenty. However, the endemic nature of corruption in Nigeria has led to the loss of US Dollars 380 billion between 1960-1999. A Global Financial Integrity Initiative Report dated January 2011 estimated that US$ 130 billion dollars worth of illicit financial dollars to the fuel subsidy racket alone brings our national loss due to corruption to over $500 billion dollars between 1960 and 2011. hence, corruption diverts resources into graft-rich public works projects, at a cost to education and health services. Income inequality is another serious problem. According to the National Bureau of Statistic- (NBS^, in 2010, 65% of Nigeria’s wealth is owned by just 2.0% of the population (i.e. 32 million out of 160 million). Thus 80% of the population share between them only about one third (V3) of the nation’s wealth. However, the combination of all these inequalities has resulted to the conflicts and crimes, which is causing the enormous insecurity in the society with 

tremendous impact on individuals, social groups, communities and the nation in general. Some of the major insecurity problems confronting the country in recent time include militancy, insurgency, cult crashes and increase in secret cult activities, communal crisis, proliferation of rural communities with fire arms, increase wave of violence in all part of the country.

The effort of the security agencies alone has not provided the needed solution to insecurity problems in the country. It is therefore proper to examine means of cubing the insecurity problems of the nation. Marketing strategy has been employed by develop nations as a tool for cubing insecurity, hence this intent to examine the role of marketing strategy in cubing insecurity in Nigeria.

1.3     Objectives of the Study

The main objective of this study is to examine the role of marketing strategy in fighting insecurity in Nigeria. Specifically, the study is designed:

1.       To examine the role of market positioning in lighting insecurity in Nigeria

2.       To examine the roles of market intelligence in resolving insecurity in Nigeria.

3.       To examine the roles of market segmentation in cubing insecurity in Nigeria.

1.4     Research Questions

The following research questions were raised based on the objectives of the study.

1.       What are the roles of market positioning in fighting insecurity in Nigeria?

2.       To what extent does market intelligence fight insecurity in Nigeria?

3.       What are the roles of market segmentation in fighting insecurity in Nigeria?

1.5     Research Hypothesis

The following null hypothesis is formulated for the study.

HO1: Market positioning has no significance impact in fighting insecurity in Nigeria.

HO2: Market intelligence has no significance impact in lighting insecurity in Nigeria.

HO3: Market segmentation has no significance impact in fighting insecurity in Nigeria.

1.6     Significance of the Study

This research will be of significant importance to government parastatalsin particular and the economy of Nigeria in general. The study will guide stakeholders in the Nigeria economy, on how to advice present administration in matters relating to insecurity in Nigeria. The study will also give a clue to both individuals and government agencies on how to be self conscious of the security scenario in the nation, through the application of marketing philosophy. More importantly, the study will be useful to students who might need it as a secondary source of information for further research, as well as lecturers, researchers etc.

1.7     Scope of the Study.

This research study basically covers the insecurity situation across the Nigeria territorial boundaries. The research intends to examine the causes of insecurity in Nigeria and the role of marketing strategy in fighting insecurity. More importantly, the study is limited to respondents from Khana LGA in Rivers State.

1.8 Limitations of the Study

In putting this study together, the researcher was confronted with challenges of limited fund to source for needed information related to the subject matter. Other limitations include the lack of adequate time frame given for the completion of the study, as well as limited materials needed both on the internet and others respectively.

1.9 Definition of Related Terms

Corporate Objectives: Outcomes and measureable goals set by an organization or a group of people in common.

Marketing strategy: A careful and precise scanning of the internal andexternal environments

Insecurity: The state of not being secured

Marketing: An organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization

Strategy: A combination of the ends (goals) for which the firm is striving and the means (policies) by which it is seeking to get there.