MARKETING POLICY FOR KADUNA REFINING AND PETROCHEMICAL COMPANY MANUFACTURING PLANT
MARKETING POLICY FOR KADUNA REFINING AND PETROCHEMICAL COMPANY MANUFACTURING PLANT
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Date
1995
Authors
JOCK, JAMES ALHAMDU
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Abstract
Kaduna Refining and Petrochemical Company (KRPC) limited's
Tin and Drum Manufacturing Plant was commercialised in 1987 due
to dismal performances, with the objective of optimum returns on
investments. Thus far, this has not been achieved. The highest
capacity utilised was 44% in 1991 with net income (before taxes)
of #10.58 million.
The objective of the study is to identify the present
marketing practices that hinder the plart's viability and develop
a strategic marketing policy that can turn the plant's fortunes
around.
A Marketing Audit was carried out to identify the present
marketing practices. The audit showed that there is a favourable
marketing environment but no integrated marketing organisation in
place. Also there is no sound marketing strategy and clear goals
to guide planning. There is virtually no marketing function
performed and no marketing system for planning and control
purposes.
A marketing policy is recommended that encompasses identity
policy - the company's marketing theme and culture, and direction
policies - strategy and leadership. The direction policies
details for the plant a customer philosiphy, an integrated
marketing organisation with the supporting marketing systems in
place and the optimum mix of the marketirg elements. Also
recommended is the steps to be implemented to improve
performance.
Description
A project submitted to the Postgraduate School, Ahmadu Bello University,
Zaria, in partial fulfillment of the requirements for the award of the Master of
Business Administration degree (MBA).
Department of Business Administration,
Faculty of Administration. Ahmadu Bello University,
Zaria.
Keywords
MARKETING POLICY,, KADUNA REFINING,, PETROCHEMICAL COMPANY,, MANUFACTURING PLANT