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Culture Briefing for a U.S Based Company Selling Bicycles


The nation I have selected for the new market that our organization is going to introduce the operations is Nigeria. This assignment is going to play a major role in assisting us to conduct an effective assessment of the cultural attributes in Nigeria that may impact our operations. Some of the components that are going to be included in the assignment include the assessment of the country’s history as well as the geographical profiles of the inhabitants, their economic and political models. Further, there is going to be an assessment of the cultural elements of the country regarding their traditions, customs, values and ethics. 

The company has been selling a variety of bicycles for the urban regions in the US. Overall, these bicycles to play a role in the current emphasis on addressing the increasing rates of lifestyle diseases, targeting the population that is continuously appreciating the value these bicycles bring to their lives. The main areas that the company has been selling the bicycles in the US include California, Delaware, and Huston. The company has managed to make more than 6 million net sales from sales made in these regions. The bicycles sold by the company have become a household name, an attribute that has played the biggest role in our desire to expand our market.

The company headquarters are in California, the point where all our operations started. The company is involved in the manufacture of the different types of bicycles, ranging from the dirt bikes to the hybrid mountain bikes, with all the bikes customized to the needs of our consumer in mind. Our bicycles have managed to generate a lot of enthusiasm from an assortment of individuals as cyclists, environmental conservationists who see them as means of reducing pollution gas emissions as well as the healthy fitness specialists who have been recommending them to their clients. The main reason behind the selection of Nigeria is of the increasing middle class in the region, a major prospect for our business (Akanle, 2013). The additional ease of integration their culture into our operations promise us the ease of establishing operations, which serves as a means of cutting our costs as we try to settle.

Describing Nigeria

Nigeria as a country is located on Africa’s western coast and boasts of a tropical climate that has viable rainy and dry seasons, with its capital city called Abuja. The country attained its independence in the year 1960 and is made of 149 states.  By looking at Nigeria’s history, it is evident that it dates to the middle ages and has several kingdoms used as the main of distinguishing its people and their culture. One of these kingdoms is the Hausa kingdom, whose people is believed to be the more educated section of the population and is principally Muslim. The Yoruba’s, on the other hand, have always been predominantly known for their agricultural traditions in the regions surrounding the river banks of river Niger and Benue. The Igbo as the other group of Nigerians are renowned for their industrialization on the southeast Delta and that they are predominantly Christians.

Overall, the economy of the young Nigeria’s was founded on the ***** trade, and later the export of palm pummels and oil. The assessment of the country’s political economy leads us to the appreciating the impact that Islam. The assessment of the country informs us that Lagos has transitioned to become the biggest city in Africa, boasting of a population that is more than 21 million, serving as one of the busiest business centers in Africa (Akanle, 2013). The population in this region is characterized by diversity and a high median income which has made the city to become a business hub.

Nigeria is one of the most democratic countries in Africa having a presidential government system. The country’s economy is additionally one of the largest and most successful economies in Africa, with the discovery of oil and other natural resources being the main supporters of their massive economy. The leadership of the country has played a big role in ensuring that Nigeria succeeds as one of the biggest economies in Africa. Through issues of privatization of public companies, enhancing security as well as access to capital and funding, free trade in the movement of goods and services, it is deemed that the economy is going to record greater growth (Jörgens, 2012).

Nigerian Culture

Nigeria’s is considered a pluralistic mainly due to the existence of an assortment of cultures in the country. There are increasing numbers of foreigners who are residing in the country, with an emphasis being in Lagos which is slowly becoming global cosmopolitan. Lagos is the city that epitomizes the elements of multiculturalism, serving as a host to almost all groups in the world (Akanle, 2013). The role that is played by an individual in the different business transactions has been found as to be dependent on the nature of businesses as well as the cultural backgrounds of the involved parties.

Once the company assesses the diverse uses of the bicycle that are prevalent in Nigeria, concerning the strategies used to avoid the traffic jam, as a means of sporting as well as the grown health concerns, it is evident that the company is going to make an instant hit in the region. There is the culture that has seen the emphasis on the use of bicycles in Lagos as a means of reducing the endemic traffic jams, with the growing desire to reduce carbon emission from dependence on motor vehicles further seeing an increase in the use of bicycles in the region (Dickovick, 2013). By looking at these factors, it is evident that Nigeria presents a viable option for the company’s market diversification as there is a guaranteed market that will ensure the bicycle sales make an instant hit.

Key Business Strategies

The overall strategies that are going to be adapted to enhance the company’s success in the region are by ensuring that there are efforts geared towards the effective compression of the cultural elements that dictate the success of businesses in Lagos. The assertion is going to be supported by the fact that there will be an assessment of the retail bicycle market as a means of assessing for the best location to start the selling of bicycles in addition to addressing the issues of cultural diversity (Sadrettin, Bayram & Emeagwali, 2016). Overall, it is going to be dependent on the establishment of effective relationships between the buyers and sellers, addressing the needs of the buyers concerning the pricing, advertising, along with resolution of any issues that may arise.

Employee training as a strategy of ensuring they appreciate the cultural diversity in the region is further employed in addressing the situation. The comprehension of the different types of cultures and diversities that are involved is central to completing a successful sale, through the effective interactions with the prospective clients. Overall, our desire is to create effective relationships with our clients through the creation of effective relationships and meeting the consumer demands by addressing their cultural expectations in our selling functions. The assertion, in this case, is to ensure that our products and services are acceptable to all the factions in the country as this is the main strategy we will employ in ensuring that we succeed in our operations. The new customer will be welcomed to our shops by the employees who are already conversant with all the components of their cultures, guaranteeing respect and effective interactions between the parties, enhancing our sales rate.


Akanle, O. (2013). The development exceptionality of Nigeria: The context of political and social currents. Africa Today59(3), 30-48.

Dickovick, J. T. (2013). Comparative Politics: Integrating Theories, Methods, and Cases. Oxford University Press.

Jörgens, H. (2012). National policies: A comparative study of capacity-building. M. Jänicke, & H. Weidner (Eds.). Springer Science & Business Media.

Okolie, K. C., & Okoye, P. U. (2012). Assessment of national culture dimensions and construction health and safety climate in Nigeria. Science Journal of Environmental Engineering Research2012.

Sadrettin, H., Bayram, P., & Emeagwali, L. (2016). Media Systems, Politics and Press Freedom: Perspectives on Contemporary Russia and Nigeria. International Review of Management and Marketing6(3).

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in custom nursing papers if you need a similar paper you can place your order from custom nursing essay.

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