PIVOT STRATEGIES AND BUSINESS SURVIVAL RATES IN THE NIGERIAN BOTTLING COMPANY

In an increasingly volatile and competitive market, many businesses in Nigeria struggle to sustain operations due to outdated strategies and poor adaptability. The Nigerian Bottling Company (NBC) also faces challenges in aligning with rapidly evolving market dynamics. This study investigates the impact of pivot strategies such as value proposition changes, target market segmentation shifts, and technological innovation on business survival. A sample of 202 employees was selected using the Cochran sampling technique. Primary data were obtained through questionnaire administered to 202 respondents. The study employed multiple regression analysis. Findings reveal a strong and statistically significant relationship between value proposition changes and business sustainability (R = 0.844; R² = 0.712; p = 0.005). Similarly, target market segmentation shifts showed a moderately strong impact on competitive advantage (R = 0.711; R² = 0.506; p = 0.003), while technological innovation demonstrated a significant influence on operational effectiveness (R = 0.691; R² = 0.477; p = 0.001). The study concluded that pivot strategies are critical drivers of resilience and long-term success at NBC. The study therefore recommended that firms operating in dynamic environments continuously re-evaluate their value offerings, customer targeting approaches, and technology investments to ensure sustainability and maintain a competitive edge.