A Study Of The Business Operations Of Basco Nigeria Limited In The Sales And Marketing Of Chinese Brand Automobiles, Spare Parts And Accessories In Nigeria

This research aimed at examining the operations of Basco Nigeria Limited in its capacity in the sales,marketing and distribution of Chinese automobiles in Nigeria. The automobile industry of Nigeria is asold as Nigeria’s colonial history. It traces its background to the1920s when the first vehicles wereimported and since then it has grown in leaps and bounds attracting many automobile business concerns.Basco is one of these firms which though in the category of small and Medium Scale Enterprises (SMEs),it competes favorably with theother giants-in the Nigeria market.The company imports Geely, JAC and other Chinese brands. However, the company started businessthrough its importation of motorcycles of varying brands in the1980s and has since then widened itscoast through the importation of Bajaj and several other Chinese brands of motorcycles. It won thefranchise of Chinese manufacturing motorcycle firms such as JangmenWangye Motorcycle Company.Basco equally deals with the importation of several varieties of Chinese motor and motorcycle spare partsas well as lubricants and helmets. These operations have earned it a house hold name in the Nigerianmarket as regards Chinese brand automobiles and accessories.However in the course of its operations, the company faces formidable challenges brought about first bythe Nigerian harsh business environment. The more profound challenges however come from theunethical sharp practices of Chinese manufacturers and their Nigerian Businesmen collaborators who indisregard of the international standard, flood the Nigerian market with substandard products. Not contentat this they engage in multiplication of product brand names, that is, manufacturing the same products fordiffering companies and by so doing cause glut in the market. Besides, Chinese manufacturers incollaboration with dubious Nigerian business men drastically reduce quality content of the products theysend to Nigeria. These issues and many more are the concern which this project has chosen toaddress.Basco Nigeria Limited in concert with the concerned authorities has began to address these issuesto bring sanity to the system. Inspite of these challenges, the company has not lost sight of its focus. It has continued to win thefranchise of reputable Chinese auto-companies to import differing brands of vehicles from that Asiangiant. Added to these are different brands of motorcycles, spare parts, lubricants, and motor-bike helmets.Interviews conducted among a cross section of its workforce as well as perusal of some of its salesdocuments and publications show that the company promises to be one to look out in the future.This research uses data analysis method to evaluate the success story of Basco Nigeria Ltd.Questionnaireswere distributed to various respondents within and outside the purview of the company.The questions center on the company profile, the environmental perturbations that made businessoperations challenging, the difficulties of sourcing loans from finance institutions, and the difficultiesposed by government’s policies as well as multiple taxation regime. Others include; the importation ofvarious brands of vehicles, motorcycles and spare parts indicating also their country of origin. Thequestionnaires dwell also on Chinese imports and the marketing of the goods within theNigerian businessenvironment.Lastly, the work gives its conclusion, which encompasses the findings, implications, recommendationsand suggestions.Standing tallest among these are the research findings which point out the challenges andtheir nature. The recommendations point to the fact of the need for Basco Nigeria Ltd to join the otherauto-related businessesas well as regulatory bodies of bothChina and Nigeria to sanitize Sino-NigeriaAuto business to achieve higher heights.