ADMINISTRATION

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Browsing ADMINISTRATION by Subject ""MARKETING,"

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    THE "MARKETING CONCEPT" ITS APPLICATION AND EFFECT ON CORPORATE PERFORMANCE A CASE STUDY OF THE BREWERY INDUSTRY IN NIGERIA
    (1992-12) QKPANACHI, AMINU MUSA
    This research study was carried out with the intention of uncovering the extent to which Breweries in Nigeria understand the Marketing Concept, the degree to which they have adopted it and its impact on their overall performance. The brewery industry is one of the major sectors of the Nigerian economy, therefore its level of performance is of great interest to all Nigerians. Also considering the trend of economic events in this country, it clearly shows that there are tougher economic pressures anticipated. Therefore the industry must formulate and implement strategies that will help it survive now and in the future. To achieve this, the marketing function offers various strategic moves that businesses need to adopt. Being a study that was focused on the general assessment of the industry, it established that the industry has the facilities and the personnel in the area of marketing. The study further revealed that the industry has adopted most of the marketing principles to a certain extent that helps in achieving the level of performance currently associated with it. With the current economic recession, the brewery industry needs to do more marketing than what it has been doing having in mind the level of competition and the resources available to it as revealed by the study. Data collected and analysed show that the industry could have achieved a greater level of performance in terms of profit making than what it is currently enjoying. From all the revealations about the brewery industry, it needs improvement in the performance of its marketing function. The personnel in the marketing department must be trained and re-oriented to be customer conscious in the production, distribution and promotion of their products to current and potential consumers. Specific marketing strategies must be developed that will help expand the brewery products market in Nigeria. Lastly, the study offers meaningful suggestions in the area of marketing that will help improve breweries performance as well as the Nigerian economy