Lean Advantage

Paradox of Nigerian Markets : Demand Vs Supply Vs Manufacturing Preface Across Nigeria’s manufacturing landscape, a silent drift has taken hold one where factories measure success by what they can produce, not by what the market demands. Machines run, warehouses fill, and distributors move stock, yet consumers remain unsatisfied, confused, or priced out. This white paper dissects that pattern the comfort trap that keeps Nigerian manufacturers busy but not necessarily effective. It explores how misalignments between capability, consumer evolution, distribution behavior, and market awareness have led to systemic inefficiency. It also outlines how strategic realignment anchored in transparency, data, and value can rebuild trust and competitiveness across industries. Section One: Understanding the Comfort Trap in Nigerian Manufacturing 1. Capability Bias – The Overproduction of What We Know Most Nigerian manufacturers operate from their capability zone rather than their market zone. They p...