COMPETITIVE STRATEGIES ON CHANGE MANAGEMENT IN THE NIGERIAN BUSINESS ENVIRONMENT: STUDY OF SEYLAND ALUMINIUM COMPANY AND MMIRI ALUMINIUM COMPANY, LAGOS STATE

Abstract

This study examines factors of competitive strategies on change management in the Nigerian Business Environment. A quantitative research method was used for the study. The objectives of the study were to assess the extent to which cost leadership, focus, niche and differentiation strategy influences change management in the Nigerian Business Environment. By means of researcher-designed questionnaire, primary data were obtained from randomly selected employees of Seyland Aluminium Company and Mmiri Aluminium Company in Lagos State. The research hypotheses were subjected to regression analysis with the aid of Statistical Package for Social Sciences (SPSS v. 20). The researcher used a cross sectional research design for the study and also employed a simple random sampling technique in selecting 150 employees of the companies in Lagos State while analysis was based on 136 properly filled and retrieved questionnaires from the survey. Findings from the study revealed that: commitment to using cost as a competitive strategy by charging a little lower than competitors attract more sales; focus strategy that ensures that an organization concentrates on a particular focused group and products; an organization that differentiates it products from those of competitors is likely to achieve good result; niche strategy ensures that an organization is devoted to the lower class of the market without aiming to compete with the big players. The study however concludes that cost leadership, focused, differentiation and niche strategies influence change management. The study recommends that organizations should adopt the most appropriate strategy for various products and the organization as a whole to compete favorably in the business environment through change management.