Chapter One — 1.1 Background to the Study

In recent years, Guerrilla Marketing Tactics has emerged as a critical factor shaping market share across organizations operating in and around Delta State. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how guerrilla marketing tactics relates to market share has become an important area of both scholarly and practical concern.

Within the context of Delta State, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of guerrilla marketing tactics on market share, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

While guerrilla marketing tactics is widely discussed in policy and industry circles, empirical evidence on its actual effect on market share within Delta State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to guerrilla marketing tactics are helping or hindering market share — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Guerrilla Marketing Tactics on market share in Delta State.
2. To assess the extent to which guerrilla marketing tactics influences market share within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to market share.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve market share.

1.4 Research Questions

1. What is the effect of guerrilla marketing tactics on market share in Delta State?
2. To what extent does guerrilla marketing tactics influence market share within the study area?
3. What challenges are associated with guerrilla marketing tactics in relation to market share?
4. What strategies can be adopted to optimize guerrilla marketing tactics in order to improve market share?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Delta State seeking to understand how guerrilla marketing tactics translates into measurable outcomes around market share. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Guerrilla Marketing Tactics and its relationship with market share within the context of Delta State. It reflects a clearly defined scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.