THE "MARKETING CONCEPT" ITS APPLICATION AND EFFECT ON CORPORATE PERFORMANCE A CASE STUDY OF THE BREWERY INDUSTRY IN NIGERIA
THE "MARKETING CONCEPT" ITS APPLICATION AND EFFECT ON CORPORATE PERFORMANCE A CASE STUDY OF THE BREWERY INDUSTRY IN NIGERIA
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Date
1992-12
Authors
QKPANACHI, AMINU MUSA
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Abstract
This research study was carried out with the
intention of uncovering the extent to which Breweries
in Nigeria understand the Marketing Concept, the degree
to which they have adopted it and its impact on their
overall performance.
The brewery industry is one of the major sectors
of the Nigerian economy, therefore its level of performance
is of great interest to all Nigerians. Also
considering the trend of economic events in this country,
it clearly shows that there are tougher economic
pressures anticipated. Therefore the industry must
formulate and implement strategies that will help it
survive now and in the future. To achieve this, the
marketing function offers various strategic moves that
businesses need to adopt.
Being a study that was focused on the general
assessment of the industry, it established that the
industry has the facilities and the personnel in the
area of marketing. The study further revealed that
the industry has adopted most of
the marketing principles to a certain extent that helps
in achieving the level of performance currently
associated with it.
With the current economic recession, the brewery
industry needs to do more marketing than what it has
been doing having in mind the level of competition and
the resources available to it as revealed by the study.
Data collected and analysed show that the
industry could have achieved a greater level of performance
in terms of profit making than what it is currently
enjoying.
From all the revealations about the brewery
industry, it needs improvement in the performance of
its marketing function. The personnel in the marketing
department must be trained and re-oriented to be customer
conscious in the production, distribution and promotion
of their products to current and potential consumers.
Specific marketing strategies must be developed that
will help expand the brewery products market in Nigeria.
Lastly, the study offers meaningful suggestions in
the area of marketing that will help improve breweries
performance as well as the Nigerian economy
Description
DEPARTMENT OF BUSINESS ADMINISTRATION
AHMADU BELLO UNIVERSITY, ZARIA
KADUNA STATE, NIGERIA
IN PARTIAL FULFILMENT OF THE REQUIREMENT
FOR THE AWARD OF MASTERS OF BUSINESS
ADMINISTRATION (MBA).
PROJECT SUPERVISOR:
MRS AKANET
DECEMBER, 1992
Keywords
"MARKETING,, APPLICATION,, EFFECT,, CORPORATE,, PERFORMANCE,, BREWERY,, NIGERIA