In a developing country like Nigeria, earning from export especially non-oil export is an important element of the
country’s Gross National Product (GNP). Globalization of trade has also led a number of companies to search for
markets beyond the domestic markets. This study aims at explaining the effects of firms’ strategic factors on
export performance of Nigerian companies. The key strategic factors on export and its marketing plan will cover
all aspects of the product, promotion, pricing and distribution. The challenge of the strategies to be used is
whether it should be standardized or adapted to the conditions of the foreign market. The effects of these
strategies show that the firms’ product adaptation, promotion adaptation and the firm marketing position affect
the firm’s export performance
