International Market Strategy and Export Competitiveness of Nigerian Leather Goods Manufacturers

This study analyzes the international market strategies employed by Nigerian leather goods manufacturers and their effect on export competitiveness. The Nigerian leather industry, primarily concentrated in Kano and Abeokuta, possesses significant raw material advantages but faces formidable challenges in converting these to export market success. International business theory and export promotion literature provide the framework. The research employs a mixed methods design. Quantitative export performance data from the Nigerian Export Promotion Council were analyzed for twenty registered leather goods exporters, while semi-structured interviews were conducted with export managers and trade promotion officials. Multiple regression and thematic analysis were applied respectively. Findings indicate that manufacturers pursuing product quality upgrade strategies combined with targeted international trade fair participation achieve significantly higher export revenue growth rates than those relying on price competition alone. The study identifies strategic market selection, specifically focusing on West African regional markets and diaspora-linked markets in Europe as entry points, as a critical competitiveness determinant for Nigerian leather firms at their current development stage. Compliance with international quality and environmental standards is found to be the most critical barrier to premium market access. The research concludes that Nigerian leather goods manufacturers must adopt market-differentiated international strategies supported by industry-wide quality infrastructure investment. Keywords: international market strategy, export competitiveness, leather goods, Nigeria, trade promotion.