Competitive Intelligence Gathering and Marketing Strategy Formulation in Nigerian Pharmaceutical Firms

This study investigates the role of competitive intelligence gathering in marketing strategy formulation among pharmaceutical firms in Nigeria, drawing evidence from companies operating in Lagos State, South West Nigeria, and Kano State, North West Nigeria. The Nigerian pharmaceutical industry faces intense competition from imported generics, regulatory pressures, and counterfeit product infiltration, making competitive intelligence a critical management resource for strategy development. The research employs a descriptive survey design with 110 marketing directors, product managers, and business intelligence officers from 18 pharmaceutical firms participating through structured questionnaires and semi-structured interviews. Questionnaire data are analysed using descriptive statistics and regression, while interview responses are coded thematically. The study evaluates competitive intelligence practices including competitor product monitoring, pricing surveillance, regulatory tracking, and customer feedback aggregation, assessing their influence on the quality and responsiveness of marketing strategy formulation. Preliminary findings suggest that firms with structured competitive intelligence functions formulate more adaptive pricing and promotional strategies and demonstrate faster response to competitor product launches. However, ethical concerns about some intelligence gathering methods are identified as a management challenge. Recommendations address pharmaceutical marketing directors, business intelligence teams, and the Pharmaceutical Manufacturers Association of Nigeria (PMAN) on building ethical, systematic competitive intelligence capacities that support evidence-based strategy formulation. Keywords: competitive intelligence, marketing strategy, pharmaceuticals, Nigeria, business intelligence