Additionally, IGE envisions a world where growers can access the best equipment and
services to help them produce high-quality plants. In achieving its mission and vision, the
company holds various values, including innovation, quality, service, and sustainability. IGE
aims to expand its operations to the Nigerian market, where the demand for horticultural
goods and services is increasing due to the recent rise in urbanization and an expanding
middle-class population in Nigeria. IGE uses different technological mechanisms to increase
productivity, aligning with Nigeria's current technological trends and advancements. Finally,
IGE is aware of the various legal and regulatory factors the Nigerian government has in place
to ensure that businesses in the horticultural sector perform environment-friendly practices
and sustainable agriculture.
Regarding the Nigerian market, the population of Nigeria of about 200 million people
offers a sizeable market for IGE's horticultural equipment. Since IGE serves a wide range of
consumers, such as commercial growers, vertical farmers, and commercial and retail
horticultural firms, it will better meet the consumer needs of the market. Horticultural
production occurs more in Northern Nigeria, especially in Kano, Kaduna, and Sokoto states.
The firm will utilize targeted marketing in areas that show more potential, such as Northern
Nigeria, to ensure it interacts with many potential customers in Nigeria.
Regarding competition, IGE will face stiff competition from local and international
companies already existing in the market. IGE's main competitors in Nigeria will be
Hydrofarm Holdings Group Inc., General Hydroponics, Advanced Nutrients, and Spider
Farmer, who are well established and have a significant market share in Nigeria. In addition,
IGE will face competition from other indirect market participants such as retail nurseries,
online retailers, and growers who build their equipment. Despite this competition, IGE has a
competitive advantage and differentiation factor in the market due to its customized and