Corporate Strategy and Market Expansion: A Study of Fast-Moving Consumer Goods Companies in Kano State

This study investigates the role of corporate strategy in driving market expansion among fast-moving consumer goods companies operating in Kano State, Nigeria. Located in the North West geopolitical zone, Kano serves as a major commercial hub with a large and diverse consumer base, making it an ideal context for examining strategic growth decisions. The study adopts a descriptive research design, with primary data sourced from marketing and strategy managers of fifteen FMCG firms through structured questionnaires. A sample of 90 respondents was selected using purposive sampling. Data were analyzed using frequency tables, percentages, and regression analysis. Results show that market penetration and product diversification strategies are the most frequently employed corporate strategies, with firms leveraging local distribution networks to extend market reach. The study also finds that competitive intelligence gathering significantly influences the quality of market expansion decisions. A positive and significant relationship was established between corporate strategy quality and market growth indices over the observed period. The study concludes that FMCG firms in Kano must adopt context-sensitive strategies that account for the purchasing power dynamics and cultural preferences of North West consumers. Recommendations include investment in local research partnerships and the development of culturally aligned product variants. Keywords: corporate strategy, market expansion, FMCG, Kano State, competitive intelligence.