MARKETING MANAGEMENT; AN INDUSTRIAL PERSPECTIVE:
MARKETING MANAGEMENT; AN INDUSTRIAL PERSPECTIVE:
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Date
1998-10
Authors
ABDUL, MUSA,
KAREEM
Journal Title
Journal ISSN
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Abstract
ABSTRACT.
The Nigeria Textile Industry has been bedeviled by a number of problems in recent
years. In an attempt to analyse these problems this research used Arewa Textiles Pic, one of
the major players in the Industry, as a reference point. Based on the review of literature, the
study was conducted to examine how Arewa Textiles Pic, Kaduna, understands and applies
marketing management function in its operations.
The findings of this research study through the administration of questionnaire and
oral interviews of some management staff of the company, its distributors, dealers, agents
and retailers show that Arewa Textiles has some deficiencies in the marketing management
functions of its operations. In addition, the study reveals that other factors which includes
competition from cheaper and superior imported/smuggled textile materials, rising costs of
labour and raw materials, unfavourable government policies, insufficient credit facilities
among others are responsible for the present unfavourable business climate.
In the light of the findings, a number of useful recommendations were made: That
the company should undertake an extensive review, replacement and modernisation of its
machinery and equipment to enhance product quality and competition in the textile industry;
To embark on product diversification in favour of ready-made garments and knitwear
materials; To maintain an effective and efficient technical and market intelligence units in
order to compete favourably with imported/smuggled textile materials; That government
should embark on cotton improvement scheme to facilitate the provision of high quality
seeds and other inputs to cotton farmers as well as an effective cotton grading system to
guarantee the quality of cotton that goes to the market; And that people in leadership
positions should demonstrate the desireability of patronising locally produced textile
materials by their appreciation and public use of locally produced textile materials in their
dressing, house furnishing, among others.
Description
Department of Business Administration, institute of Administration, Ahmadu
Bello University, Zaria, Nigeria.
Keywords
MARKETING,, MANAGEMENT;, INDUSTRIAL,, PERSPECTIVE,, CASE,, STUDY,, AREWA,, TEXTILES,, PLC,, KADUNA.