ABSTRACT
This study is primary on the positioning strategy as adopted by First Bank of Nigeria Plc. To enable it survive the fierce competition between various Banks and tactics against each other in search for a good market share. It deals with the evolution of various strategic plans, to their implementation
stage. The research was based on the collection of primary data through the use of a detailed questionnaire, reports, observation and personal interview. On hundred customer out of the population of customer within the four branches in Kaduna metropolis were randomly selected as sample size. One hundred FBN Plc staff were selected as a sample size within Kaduna
metropolis. Data collected was subsequently analysed and interpreted using the simple percentage method with the aim of testing the drawn up hypothesis in order to accept or reject as appropriate. In this study the results showed that the null hypothesis (Ho) should be rejected in all three cases and the alternative hypothesis (H1) be accepted.
Finally, recommendations were made to First Bank management in order to ensure continuous sustenance of it's leadership position and to remain to it's name.
