Academic journal article Journal of the International Academy for Case Studies

Juhel Nigeria Ltd

Academic journal article Journal of the International Academy for Case Studies

Juhel Nigeria Ltd

Article excerpt

Additional data and information in the case include:

1. Regarding Nigeria: Historical overview, a sample of recent demographic statistics from the World Bank, (and for benchmarking purposes, comparable statistics for the United States), plus information on the economy of Nigeria.

2. Regarding the company: Business model, current marketing strategy, current performance, and numerous factors impacting that performance.

3. Additional information: Information on the pharmaceutical-related activities and behaviors of members of the market the company has targeted, information about competing products and companies, and information about the pharmaceutical industry in Nigeria.


Sensing that his meeting with Dr. Ifeanyi Okoye, founder and promoter of Juhel Nigeria Ltd. was ending, Professor Ben Odu gathered up his notes. Although he might, later on, need specific information from those notes, Odu knew he would have no trouble remembering the challenge Dr. Okoye had given him, that is, to identify (within the next 30 days) a set of alternatives for (over the next 12 months) dramatically increasing the revenues of JUHEL NIGERIA LIMITED, a pharmaceutical manufacturer headquartered in Enugu, Nigeria.


The Federal Republic of Nigeria is a large (one tenth the landmass of the United States) country in West Africa. Administratively, Nigeria is composed of 36 states plus the Federal Capital Territory (FCT). These states differ in many ways, one of which is that the terrain ranges from beaches and swamps in the south to desert conditions in the north. Levels of education and income tend to be higher in the south than in the north. The dominant religion in the north is Islam while the south is predominantly Christian. Hausa is the dominant ethnic group in the north; in the east, the dominant group is the Igbo, while the west is predominantly Yoruba. A small set of statistics on Nigeria, together with comparative data for the United States, are as indicated below:

                            NIGERIA             USA

Size (square kilometers):   923,768             9,826,675

Population:                 170 million         314 million

Major Ethnic Groups:        Hausa/Fulani 29%    White 80%
                            Yoruba 21%          Black 13%
                            Igbo 18%            Hispanic 15%
                                                includes white+black

Religions:                  Muslim 50%          Christian 78%
                            Christians 40%      Jewish 2%
                            All Others 10%      All Others 20%

Median Age:                 19.2                36.9

Life Expectancy at Birth:   52 years            78.5 years

Fertility Rate (births
per woman):                 5.38                2.06

Infant Mortality Rate:      74/1000             6/1000

School Life Expectancy:     nine years          16 years

% Of Population Who Are
Literate:                   68%                 99%

GDP (purchasing power       $509 billion        $15.04 trillion
parity, or PPP):

GDP per capita (PPP):       approximately $30   $48,100

% of Population Below
Poverty Line:               70%                 15%

Unemployment Rate:          21%                 9%

Electricity Consumption:    18 billion KWH      3.741 trillion KWH

% Of Population In Urban
Areas:                      50%                 82%

% of Population Internet
users                       26%                 78%

Kilometers of Roads         193,000             6,506,204

% Of Roads Paved:           15%                 67%

Source: CIA World Factbook 2013

The implications flowing from the information provided in the statistical comparison between Nigeria and the United States include the fact that Nigeria is characterized by high birth and death rates, a high percentage of population in rural areas/agriculture, low per capita income, and high illiteracy, According to Onah and Thomas (2004), additional characteristics of the population and/or the environment include: Poor sanitation and health practices, poor housing, weak feelings of national cohesion, tradition-directed behavior, low status for women, inadequate communications, power, transportation and water infrastructures, export of raw (rather than value added) materials, low savings and low net investments, very low agricultural yields, wealth in the hands of few landlords, poor credit facilities and high interest rates, prevalence of non-monetized production, vast productive land in small holdings, wealth concentrated in one or two large cities (or exported to "safe" developed countries), and family (and/or tribal) centered concerns and orientations. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.