Corporate Strategy Formulation and Market Positioning of Fast-Moving Consumer Goods Firms in Onitsha, Anambra State

This study examines the relationship between corporate strategy formulation processes and market positioning outcomes among fast-moving consumer goods (FMCG) firms in Onitsha, Anambra State, a commercial hub in Nigeria's South East geopolitical zone. FMCG firms operate in intensely competitive markets where strategic clarity directly translates into product placement strength and consumer loyalty. This research employs a survey research design with data collected from 100 corporate strategy officers, marketing directors, and general managers across fifteen FMCG companies. Validated questionnaires were administered and data analysed using descriptive statistics and multiple regression. The study evaluates strategy formulation dimensions including environmental analysis rigour, stakeholder input integration, strategic option evaluation depth, strategy documentation quality, and implementation communication. Findings reveal that environmental analysis rigour and stakeholder input integration are the most significant predictors of market positioning strength, measured by market share retention, brand recognition indices, and distribution reach. Strategy documentation quality showed a positive but secondary effect, primarily influencing implementation consistency. Poor implementation communication was identified as the most prevalent gap in strategy execution. The study recommends that FMCG firms in Onitsha formalise annual strategy review cycles, improve cross-functional involvement in strategy formulation, and invest in structured communication plans for strategy rollout. Keywords: corporate strategy, market positioning, FMCG, Onitsha, Anambra State.