ABSTRACT
This
research project examine the effects of market segmentation on performance of
brewery industry with special reference to Guinness Nigeria Plc. And Nigerian
Breweries Plc.
The
research design took both an inferential and a descriptive approach. A sample size of One hundred was drawn from
the population. A hundred questionnaires were distributed randomly to
stratified groups among the staff of De-United Food Industries Plc. Eighty five
respondents duly filled and returned the questionnaires. A 5 - point likert
scale was developed and validated to collect information from the respondents.
The
data collected was analyzed with basic descriptive statistics such as frequency
and simple percentages. Chi-square analysis was also made. The core findings
from the results obtained show that there is a significant correlation between
Integrated Marketing Communication and level of sales, Integrated Marketing
Communication promotes brand loyalty, and Integrated Marketing Communication
increases consumer's awareness of a particular product.
Conclusion
was draw from the summary of the result. Various remarks and recommendations
were proffered to the organization of study.
.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.0 Background
to the Study
1.1 Statement
of the Problem
1.2 Statement
of Objective
1.3 Research
Questions
1.4 Research
Hypothesis
1.5 Scope
of Study
1.6 Significance
of Study
1.7 Operational
Definition of Terms
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
2.1 Historical
Background of Case Studies Guinness Nigeria Plc
(GNPLC)
2.1.2 Historical Background of Nigerian Breweries.
2.1.3 GNPLC/NBPLC Compered
2.2 Nature
of Segmentation
2.3 Market
Segmentation Process
2.4 Basis
for Segmenting the Markets
2.4.1 Geographical Segmentation
2.4.2 Demographic Segmentation
2.4.3 Psychographics
2.5 Condition Necessary for Successful Market
Segmentation
2.6 Appraising
the Market Segments
2.7 Choosing
the Appropriate Market Segments
2.8 Segmentation
Resulting From Marketing Strategy
2.9 Selecting
a Market Targeting Strategy
2.10 Benefits
of Segmentation
2.11 Limitations
of Market Segmentation
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research
Design
3.3 Population
of Study
3.4 Sample
Size and Sampling Technique
3.4 Method
of Data Collection
3.5 Method
of Data Analysis
3.6 The
Data Analysis Instrument
3.7 Restatement
of Research Question
3.8 Restatement
of Research Hypothesis
3.9 Validity
of the Instrument
3.10 Reliability
of the Instrument
CHAPTER FOUR
ANALYSIS AND INTERPRETATION
4.0 Introduction
4.1 Analysis
of Section A
4.2 Analysis
of Section B of the Questionnaire
4.3 Test
of Hypothesis
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
5.1 Summary
of Findings
5.2 Recommendations
5.3 Suggestion
for Further Studies
5.4 Conclusion
References
Appendix
CHAPTER ONE
INTRODUCTION
1.0 BACKGROUND TO THE STUDY
The impact and effect of market
segmentation 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.
Market segmentation is one of the
steps into defining and target specific markets. It is the process of dividing
a market into a distinct groups of buyers 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.
Businesses that target specialty
markets will promotes its products and services more effectively than a
business aiming at the "average" customer.
Segmentation 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 wants.
He also viewed market segmentation as
an act of identifying d profiling distinct groups of buyers who might require
different products and/or marketing mix.
Opportunities 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 of factors. The bases for segmenting consumers markets include:
·
Demographical
bases (age, family size, life cycle)
·
Geographical
bases (state, regions, countries)
·
Behavior
bases (product knowledge, usage attitudes,
·
response)
·
Psycho
graphical 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.
1.1 STATEMENT OF THE PROBLEM
Today, it has been noted that many
organizations 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 points.
a) Problems arising out of price
fluctuations, low market and even closure of some firms.
b) Monotony in production arouse from
manufacturer engaging in the mass production and mass distribution of single
brand of product which do not enhance profit maximization.
c) Poor visionary management team or
marketing personnel failure to identify the segmentation variables. For example
how to identify customers want, standard and acceptable quality. (Market
variations).
d) Failure to identify marketing mix
(price, product, promotion and place) and targeting market.
e) Inconsistency in production output
and decline in product delivery.
1.2 STATEMENT OF OBJECTIVE
This study is carried out with the
aim:
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 segmenting the market.
iii.
To
examine among other things the benefit and difficulties of market segmentation.
iv.
To
identify the market targeting strategies adopted.
v.
To
evaluate the attractiveness of each segment.
1.3 RESEARCH QUESTIONS
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
customers want standard and acceptability quality?
d) Is there a reasonable industrial
policies put in place to stimulate production output and regularity in product
delivery?
e) Are 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?
1.4 RESEARCH HYPOTHESIS
Ho:
There is no significant relationship -between market segmentation and
organization performance?
Hi:
There is significant relationship between market segmentation and organization
performance?
Ho: There
is no significant relationship between market segmentation and organization
competitive advantage?
Hi:
There is significant relationship between market segmentation and organization
competitive advantage?
1.5 SCOPE OF STUDY
In this 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) were 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.
1.6 SIGNIFICANCE OF STUDY
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. GNPLC and NBPLC 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 work
will be of benefit to future researchers into the areas of both beer and soft
drinks manufacturing and marketing.
1.7 OPERATIONAL 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 buying
power.
MARKETING:
Marketing has been described as the matching of an organization's own
capabilities to the wants of its customers. It has also been indicated that the
matching is achieved by an organization's attention to the 4ps, (product,
price, promotion and place).
SELLING:
Selling 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 customer groups that respond differently
than other customer groups to competitive strategies which require the conceptualization,
development and evaluation of a competitive offering.
TARGETING:
This is the act of picking a segment of market towards which all effort will be
geared
STRATEGY: This
is a well planned series of actions for achieving success.
BREWERY: 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.
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