A CRITICAL ANALYSIS OF THE MARKETING STRATEGIES OF NORTHERN NIGERIA FLOUR MILLS LTD. KANO.
A CRITICAL ANALYSIS OF THE MARKETING STRATEGIES OF NORTHERN NIGERIA FLOUR MILLS LTD. KANO.
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Date
1987-10
Authors
JUWAH, PRISCILLA
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Abstract
The marketing strategy adopted by any firm
has a fundamental effect on the performance of
that firm.
This study investigated the extent to which
the performance of Northern Nigeria Flour Mill Ltd.
has been influenced by the strategy It has adopted
in the past five years. Use was made of both
primary (through questionnaires) and secondary
(published reports data obtained from the company.
It was found that, the effective performance
of the company has indicated by the profitability
ratios namely,
i. Gross Profit Margin Ratio
ii. Net Profit Margin Ratio and
iii. Earning Power Ratio, over the
period covered (1962 - 86).
This performance has been due mainly to the
following strategies adopted by the firm.
1. Product Strategies:The
firm uses several product strategies to
communicate their product offerings to the consumers.
They insistantly improve their packing and branding
of their products. Also more product lines were
introduced to trade up their existing products.
ii. Pricing Strategies.
Their pricing policy has been mainly determined
by (Productivity Prices and Incomes Board) the
government and have used cost plus mark-up level
determined by the company as a profit target.
iii. Promotion Strategies
Presently, their promotional activities has
been very limited because of the adequate demand
for their products. Evidence abundant, nevertheless,
that more promotional efforts will be required to
"fall in" more sales in the nearest future.
iv. Distribution Strategies
Their current distribution strategy is that
of selective strategy and narrow distribution
channels strategy as discovered from the analysis.
Hence the company is presently able to meet the
targeted sales from their current target market.
Based on the above, recommendations were made
to enable the company cope with the foreseable
contracting-demand for the company's product in
the future.
The company has also been advised to place
more emphasis on their marketing department as
increased performance in terms of sales to total
assets cannot be achieved without strategic marketing
developed and implemented and the marketing
department well situated within the organinational
structure of the company.
Description
A PROJECT SUBMITTED TO THE POST GRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA,
IN PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF MASTERS
OF BUSINESS ADMINISTRATION (M.B.A.)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
Keywords
CRITICAL,, ANALYSIS,, MARKETING,, STRATEGIES,, NORTHERN,, NIGERIA, FLOUR,, MILLS LTD., KANO.