DEVELOPING SUSTAINABLE STRATEGIES FOR THE MARKETING OF INDUSTRIAL STARCH IN NIGERIA: "A CASE STUDY OF RAPHY JAY AGRICULTURAL AND FOOD PROCESSING COMPANY"
DEVELOPING SUSTAINABLE STRATEGIES FOR THE MARKETING OF INDUSTRIAL STARCH IN NIGERIA: "A CASE STUDY OF RAPHY JAY AGRICULTURAL AND FOOD PROCESSING COMPANY"
No Thumbnail Available
Date
2000-09
Authors
UJIROGHENE, EDHERE RAPHAEL
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
ABSTRACT
It is generally agreed by most marketing authors and
professionals alike that the marketing of industrial products and
services has its own special characteristics, and is often quite
different from the marketing of consumer products and services,
including consumer durables, even though these may also be
very technical.
Be that as it may, the marketing of industrial products also varies
according to different classes. It is this line of reasoning that
prompted the researcher to undertake the study of developing
sustainable strategies for the marketing of industrial starch,
bearing in mind that industrial starch falls under the industrial
product classification of raw materials. The case study for this
research happens to be a small f i rm which under normal
conditions may not survive where the big ones are showing great
strength through massive advertisements, bulk purchasing of
raw materials taking advantage of quantity discounts etc.
But the f i rm in question has been able to survive thus far by first
identifying a market niche which it can profitably serve and
segmenting t h e market by usage segmentation. It is therefore of
interest to investigate the development of the sustainable
strategies of t he f i rm for marketing i t 's industrial starch.
This w r i t e up constitutes f i ve chapters. The introductory chapter
deals w i t h the objectives, problems, and scope of t he study,
research methodology as well as the definition of terms.
Chapter t w o deals extensively on the review of related literature.
The major areas highlighted include the definition of marketing,
strategy and comparing consumer and industrial marketing
mixes. Other areas of interest are prodding into the various
perspectives of sustainable competitive advantage and the
various views of authors defining the industrial market.
Chapter three covers a brief historical account of Raphyjay
Agricultural and Food processing Company, the case-study for
this research work, the objectives of t he company, the
production f a c i l i t i e s and processes involved in the manufacture
of industrial starch. Also the company's marketing strategies are
highlighted.
Chapter four consists of presentation of data and analysis. The
major point here is the statement of hypothesis that the cost of
personal selling is directly related to turnover levels, which was
subjected to s t a t i s t i c a l test proof the validity of t h i s statement.
The research results obtained were interpreted.
Chapter f i ve covers the research finds, recommendations and
general conclusion.
From the test of hypothesis, it was found that changes in
personal selling expenditure of f i rm have direct impact on the
level of turnover.
I t is thus recommended that the intensity of personal selling be
encouraged since the regression model developed proved to be
s t a t i s t i c a l l y reliable for the purposes of estimation. Finally the
f i rm is encouraged to invest into developing better sustainable
strategies of serving the market niche carved for itself so as to
remain in business in the foreseeable future.
Description
A PROJECT IN THE DEPARTMENT OF BUSINESS
ADMINISTRATION SUBMITTED TO THE POST-GRADUATE
SCHOOL IN PARTIAL FULFILMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION, AHMADU BELLO UNIVERSITY, ZARIA.
Keywords
DEVELOPING,, SUSTAINABLE,, STRATEGIES,, MARKETING,, INDUSTRIAL,, STARCH,, NIGERIA, CASE,, STUDY,, RAPHY,, JAY,, AGRICULTURAL,, FOOD,, PROCESSING,, COMPANY.