This study examined the effect of
market segmentation on performance of brewery
industry with the view of globalization
throughout the world be it developed or developing economy, the supremacy being
accord the free market system cannot be over emphasized, that is achieving
economic efficiency which ultimately leads to economic growth is :free
competitive market system otherwise refers to as the capitalist system. On the
Guinness Nigeria plc and Nigeria Brewery plc which is our case study.
The aim of this study is:
To identify how a
marketer can effectively apply segmentation techniques in brewing industry with
a view to achieving consumer satisfaction and maximizing profit.
To identify the basis
for segmenting, the market.
To examine among
other things the benefit and difficulties of market segmentation.
To identify the
market targeting strategies adopted
To evaluate the
attractiveness of each segment
Methodology is the powerful
weapon in the evaluation of research design. It also shows the procedure that
has taken place before the research result is obtained.
Since the study is largely empirical
in nature, efforts would be made to provide a comprehensive picture of the
nature, and of the effect of market segmentation on performance brewery
industry. From the findings carried out so far, the two companies GNPLC and
NBPLC segment their market: the knowledge gained from applying market
segmentation enable their marketers to have a separate marketing mix for each
group of homogeneous consumers.
In conclusion from the
questionnaires analysis and findings at the end of the research work. From the
following findings summarized here in from these studies, it depicts that
segmentation if well indeed. GNPLC and NBPLC major beneficiaries of
TABLE OF CONTENTS
Table of contents v
1. 0 Background to the study 1
1.1 Statement of problem 2
1.2 Objective of the study 3
1.3 Research questions 3
1.4 Research hypothesis 4
1.5 Scope of study 4
1.6 Significance of the study 4
1.7 Operational definition of terms 5
2.0 Literature Review 8
2.1 Historical background of case studies
Historical background of Nigeria
breweries plc 9
GNPLC/NBPLC compared 10
2.2 Nature of segmentation 10
2.3 Market segmentation process 13
2.4 Basis for segmentation the markets 14
Geographical segmentation 15
Demographic segmentation 16
2.5 Condition necessary for successful market
2.6 Appraising the market segments 22
2.7 Choosing the appropriate market segments 24
2.8 Segmentation resulting from marketing
2.9 Selecting a market targeting strategy 28
2.10. Benefits of segmentation 30
Limitations of market segmentation 32
THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Population of study 36
3.4 Method of data collection 36
3.5 Method of data analysis 37
3.6 The data analysis instrument 38
3.7 Restatement of research questions 39
3.8 Restatement of research hypothesis 39
3.9 Validity of the instrument 40
CHAPTER FOUR: ANALYSIS
4.0 Introduction 41
4.1 Analysis of section A data analysis 41
4.2 Analysis of section B of the questionnaire 42
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of findings 57
5.2 Recommendation 58
5.3 Suggestion for further studies 59
5.4 Conclusion 59
1.0 BACKGROUND TO THE STUDY
The impact and
effect of market segmentation with the view of globalization throughout the world be it developing or developed
economy, the supremacy being accord the free
market system cannot be over emphasized,
that is achieving economic efficiency which ultimately leads to economic
growth is free competitive market system otherwise refer to as the capitalist
segmentation is one of the steps into defining and target specific market. It is
the process of dividing a market into distinct groups of buyer that require
different products or marketing mixes.
A key factors to success in today's
market place is finding subtle
differences to give a business
the marketing edge.
target specially market will promotes
us products and services
more effectively than a business aiming at the "average" customer.
is so important that Kotler (2004) described the heart of modern strategic marketing as segmenting,
targeting and positioning (STP). Since no marketer
can satisfactorily satisfy the whole market or industry, it is therefore imperative that the market is segmented.
Segmentation is also precipitated by the fact
that the market is heterogeneous-made
up of different consumers with different
needs and want.
He also viewed market
segmentation as an act of identifying and profiling distinct groups of buyers
who might require different products and/or marketing mix.
in marketing increase
when segmented groups of clients and customers with varying needs and
wants are recognized.
Market can be
segmented or targeted using a variety segmenting consumers markets include:
(age, family size, life cycle)
(state, regions, countries)
(product knowledge, usage attitude, response)
bases (life style, values, personality)
Today, it could be generally
agreed that almost all the manufacturing industries especially breweries,
practice market segmentation due to tremendous benefit derived from it.
OF THE PROBLEM
Today, it has been noted that
many organization in our country are declining for the fact that, Nigerian
business environment is unstable, couple with price fluctuations in the
business cycle as a result of market homogeneity and this necessitated the
concept of market segmentation. This can be simplified through the following
(a) Problem arising out of price
fluctuations, low market and even closure of some firms.
in production arouse: from manufacturer engaging in the mass production and mass distribution of single brand of
product which do not enhance profit
(c) Poor visionary management
team or marketing personnel failure to identify segmentation variables. For
example how to identify customer want, standard and acceptable quality. (Market
(d) Failure to identify marketing
mix (price, product, promotion and place) and targeting market.
(e) Inconsistency in production output and decline in product
OF THE STUDY
This study is carried out with
i. To identify how a marketer can
effectively apply segmentation techniques in brewing industry with a view to
achieving consumer satisfaction and maximizing profit.
ii. To identify the basis for
segmentation the market.
iii. To examine among other things
the benefit and difficulties of market segmentation.
iv. To identify the market targeting
v. To evaluate we attractiveness of each segment.
The following research questions
will be asked in the study.
(a) Is there any significant
relationship between market segmentation and organization performance?
(b) What would be a strategy put
in place in order to achieve marketing mix such as, price, product, promotion
and place in an organization?
(c ) How prepared is marketing
personnel or management to identify the segmentation variables such as to
identify customer want standard and acceptability quality?
(d) Is there a reasonable industrial polices put in place to stimulate
production output and regularity in product delivery
there being any stimulus put in place by market segmentation to enhance the production and distribution of all kinds of
products that promote profit maximization in the economy?
Ho: There is no significant relationship between market segmentation and organization
is significant relationship between market segmentation and organization performance?
Ho: There is no significant relationship between market
segmentation and organization
Hi: There is significant relationship between market segmentation
and organization competitive advantage?
research work two companies were considered relevant for investigating the effect of market segmentation on performance of
brewery industry. Based on its long years of existence in Nigeria. Guinness
Nigeria PLC (GNPLC) Nigeria Breweries PLC (NBPLC) was selected for study.
Also, the study will X-ray how
and to what extent the companies have effectively combined and directed their
marketing mix product, price, promotion and place towards meeting needs of
their target segments.
This study will be of
immense importance to brewery industries as well as marketers for in
that it will educate them on the need to appreciate segmentation tools in
performing better than competitors. UNPLC and NHPLC which are in the focus will
benefit from it.
Suggestions and recommendations
offered at the end of this study will enable the companies to improve their
services that will automatically lead to profitability.
More importantly, this research
works will be of benefit to future researchers into the area of both beer and
soft drinks manufacturing and marketing.
DEFINITION OF TERMS
MARKET: This is an aggregate of forces or conditions
with which buyers and sellers make decisions that result in the transfer of
goods and services.
Again, Market represents a group
of people or organizations with unsatisfied needs or wants and sufficient
Marketing has been described as the matching of an organization's own
capabilities to the wants of its customers. It has also been indicate that the
matching is achieved by an organization's attention to the 4ps, (product,
price, promotion and place).
is simply that part of marketing, concerned with persuading customers to
acquire the product, or service which best matches an organization capability
with its customer's wants.
SEGMENTATION: Segmentation is the identification of
customers that respond differently than other customer groups to competitive
strategies which require the conceptualization, development and evaluation of a
TARGETING: This is the act of picking a segment of
market towards which all effort will be geared.
This is a well-planned series of actions for achieving success.
This is a place whereby manufacturing or brewing of beer is carried out.
PERFORMANCE: This is an act of accessing the impact of
segmentation of market product from the consumers. OR the feedback received as
a result of market segmentation of product.
Achumba C. I. (2006) Effect of
sales task approach and advertising on demand of industrial system equipment in
Nigeria, Pacific Printing Press and Yaba
Kotler, P. (2004): Marketing
Management 3rd Edition, Englewood
cliffs, N.J. Prentice Hall.
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