ACHIEVING SYNERGY THROUGH EFFECTIVE MANAGEMENT OF THE MARKETING MIX IN THE FAST FOOD INDUSTRY (A CASE STUDY OF NANET LIMITED)
ACHIEVING SYNERGY THROUGH EFFECTIVE MANAGEMENT OF THE MARKETING MIX IN THE FAST FOOD INDUSTRY (A CASE STUDY OF NANET LIMITED)
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Date
1996-08
Authors
UMAR, ABDULLAHI BELLO
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Abstract
Due to the pressures of ever-changing work patterns a new generation of
Caterers have appeared. They are the Fast Food operators. Their aim?, to
provide the time conscious modern worker with a satisfactory meal. Their
offering?, Snacks like meatpies, puff-puff etc. The bone of contention here is,
are these fast food operators doing the BEST they, can to provide consumers
with a decent offering in terms of quality and prices?. Are the consumers aware
of the existence of these products, and are they readily available?
The 1st chapter highlights the subject matter; rationale for the study in view of
the problem; a hypothesis, definition section and the significance of the study.
Inclusive are the scope, drawbacks and research methodology used in the
study.
The 2nd Chapter provides the theoretical foundation to the subject i.e The
concepts and principles of synergy, Management and Marketing. Chapters 3
and 4 constitute the data analyses. Nanet Meatpie is examined in terms of
history, organizational structure, Marketing Mix and its Management.
The Final Chapter deals with recommendations and a conclusion based on the
findings. Overwhelming external environmental and internal organizational
constraints have been found to mitigate sophistication in designing and
implementing the Marketing mix in Nigeria. Fast Food operators have realized
that theories and concepts are meaningless unless placed in an environmental
and competitive context.
Description
A PROJECT SUBMITTED TO THE POST GRADUATE SCHOOL,
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
MASTERS IN BUSINESS ADMINISTRATION.
AUGUST, 1996.
Keywords
ACHIEVING,, SYNERGY,, EFFECTIVE,, MANAGEMENT,, MARKETING,, FAST FOOD,, INDUSTRY,, (A CASE STUDY OF NANET LIMITED)