An appraisal of product diversification on market share: A case study of a beverage company in Kano, Nigeria
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Background of the study
Product diversification involves expanding a company’s product portfolio to cater to varied consumer needs and market segments. In Kano, a leading beverage company has employed diversification strategies by introducing new flavors, packaging variations, and complementary product lines. This approach aims to capture a broader customer base and increase overall market share (Abdulrahman, 2023). Diversification not only mitigates risks associated with market fluctuations but also enhances brand visibility and competitive positioning. Research indicates that companies that effectively diversify their products can achieve higher market penetration and revenue growth (Babatunde, 2024). However, there is limited empirical evidence on the direct correlation between product diversification and market share expansion in the beverage sector. This study evaluates the impact of diversification strategies on market share, analyzing sales data, consumer trends, and competitive dynamics within Kano’s beverage market (Chinwe, 2025).
Statement of the problem
Despite widespread adoption of product diversification strategies, the direct impact on market share for beverage companies in Kano remains ambiguous. While diversification can attract new customers, the lack of a clear strategy or misalignment with consumer preferences may limit its effectiveness (Abdulrahman, 2023). Furthermore, intense market competition and economic fluctuations can dilute the benefits of diversification, making it challenging to measure its success (Babatunde, 2024). This study addresses these issues by investigating how diversification strategies affect market share, aiming to provide evidence-based recommendations for beverage companies to maximize the benefits of product diversification (Chinwe, 2025).
Objectives of the study:
To assess the impact of product diversification on market share.
To identify key diversification strategies that drive consumer adoption.
To recommend ways to optimize product diversification for enhanced market growth.
Research questions:
How does product diversification influence market share in the beverage industry?
Which diversification strategies are most effective in capturing new consumer segments?
How can beverage companies optimize their diversification approaches to boost market share?
Significance of the study
This study is significant as it provides insights into the relationship between product diversification and market share in the beverage sector. Its findings will help companies in Kano refine their diversification strategies to achieve greater market penetration and revenue growth. The research contributes to academic literature on strategic marketing and offers practical recommendations for improving product portfolios in competitive markets (Babatunde, 2024).
Scope and limitations of the study:
The study is limited to evaluating product diversification and its impact on market share for a specific beverage company in Kano, Nigeria. Findings may not be applicable to other sectors or geographic areas.
Definitions of terms:
Product Diversification: The expansion of a company’s product offerings to target multiple market segments.
Market Share: The percentage of total sales in a market captured by a particular company or product.
Beverage Company: A business that produces and markets drinks for consumer consumption.
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