THE APPLICATION AND EFFECTS OF MARKETING CONCEPT ON ORGANISATIONAL PERFORMANCE. A CASE STUDY OF SELECTED BREWERIES IN NIGERIA.
THE APPLICATION AND EFFECTS OF MARKETING CONCEPT ON ORGANISATIONAL PERFORMANCE. A CASE STUDY OF SELECTED BREWERIES IN NIGERIA.
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Date
1995-09
Authors
SOLOMON, Joshua Tunde
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Abstract
This project work is intended to investigate the marketing concept in
Nigeria with particular reference to some selected Breweries in Nigeria.
This study was carried out with the intention of uncovering the
extend to which Breweries in Nigeria understand the marketing concept.
Marketing concept will Critically be examined to see how it influences
business organisations and the society at large.
Breweries are important in Nigeria. They constitute one of the
major sectors of the Nigerian economy, therefore, her level of
performance is of great interest to all Nigerians. With continuos
depreciation of the naira, the trend of economic events in this country is
doom and it indicates future tougher pressures. In an attempt to avoid
this, the industry must formulate and implement strategies that will help
it survive now and in future. To achieve this, the marketing function
offers various strategic moves that organisations will need apply.
The study focussed on the general assessment of the industry, it
established that the industry has the facilities and the personnel in the
area of marketing. The project revealed further how the industry
adopted most of the marketing principles to a certain extent that helps in
achieving the level of performance that it is currently known of.
The Brewery industry need to do a lot of marketing than what it
has been doing, having in mind the level of competition and the
resources available to it as revealed by the research work.
From the data gathered, it showed that the industry could have a
greater level of performance in terms of profit making than what is
currently obtainable.
Breweries generally needs improvement in the marketing
functions. The personnel in the marketing department must be trained
and reoriented to be consumer conscious in the production, distribution
and promotion of their products to current and future consumers.
Distinct marketing strategies must be developed that will help
expand the brewery products market in Nigeria.
Finally, the research work offers meaningful suggestions in the
area of marketing that will help improve breweries performance as well
as the national economic development.
Description
BEING A RESEARCH PROJECT SUBMITTED TO
POST GRADUATE SCHOOL, IN PARTIAL
FULFILMENT OF THE REQUIREMENT FOR THE
AWARD OF DEGREE OF MASTERS, BUSINESS
ADMINISTRATION.
DEPARTMENT OF BUSINESS ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
SEPTEMBER 1995
Keywords
APPLICATION,, EFFECTS,, MARKETING,, CONCEPT,, ORGANISATIONAL,, PERFORMANCE,, CASE,, STUDY,, SELECTED,, BREWERIES,, NIGERIA