This research examined marketing strategies as
techniques for profit maximization in a manufacturing enterprise (A survey of
Guinness Nigeria Plc, Benin City).
Many firms do not deem it fit to develop marketing strategies for manufacturing
enterprise there by resulting in many products failures in the market. In view
of this, the act of undertaking this research is to examine how marketing
strategies are developed and to find out the factors militating against such
strategies. In carrying this study, relevant literature and company journals,
were consulted the instrument used for collecting data were the questionnaires
and personal interview. The questionnaires were randomly administered to staff
of Guinness Nigeria Plc Benin City.
Three (3) hypotheses were formulated. These hypotheses were tested, chi-square
and the findings revealed that the limiting adoption of marketing strategies
contribution maximally to profit maximization objective of roll factory
Title Page i
1.1 Background to the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 3
1.4 Research Hypothesis 4
1.5 Scope of the Study 5
1.6 Significance of the Study 5
1.7 Limitations of the Study 6
1.8 Operational Definition of Terms 7
Two: Literature Review
2.1 The Concept of Strategy 9
2.2 Corporate Strategy 10
2.3 Market Strategy 12
2.4 Product Strategy 13
2.5 Element of Marketing Strategy 16
2.6 Summary of the Chapter 20
Three: Research Method
3.1 Research Design 22
3.2 Population of the Study 22
3.3 Sample/Sampling Technique 22
3.4 Instrument of Data Collection 23
3.5 Method of Data Collection 23
3.6 Method of Data Analysis 24
3.7 Validity of Instruments 25
Four: Data Presentation Analysis of Data Interpretation
4.1 Presentation of Data 27
4.2 Analysis of Data 27
Five: Summary, Conclusion and Recommendations
5.1 Summary of Findings 40
5.2 Conclusion 42
5.3 Recommendations 43
BACKGROUND TO THE STUDY
Today modern business
has grown to undutiful level and its interaction with environmental strategies
is essential if the company is to profitability exploit the percent and future
potentials of the market. Without strategies, marketing information decision
and initiatives on each new development will only result in consistent action
and uncontrolled expenditure leaving the organization vulnerable and equitable
at the hands of strategic oriented competitors.
Many strategies involve
from co-operate of business strategies, marketing strategies and other
functional activities take place within the guideline of corporate strategies.
This is why marketing strategies is been looked upon as at detailed operational
guide for implementing the corporate strategy. This makes for better
performances of the main function of the top management in cooperate
marketing strategies has no substitute in the cooperate strategies for
profitability. Strategies are the means by which the clarity of a company’s
purpose is expressed and the integration of efforts are achieve. Some
organizations do not pay sufficient attention of strategies they merely case
along from day to day doing what come naturally this is also bad, good
management required that an organization should strategies ahead so that is not
caught flat-footed when the time comes in the light of this, the study seek to
expand the benefit of strategies and suggest the improve techniques for
marketing strategies implementation.
STATEMENT OF THE PROBLEMS
Marketing is an
activity that seems to improve the profit position of an organization. The
advert of competition resulting from industrial growth and production of a
large variety of goods and services culminate in the needs for marketing
Marketing is a profit
marketing activities which involved the cordinationm of various functions aimed
at facilitating the flow of the required goods and services from the place of
production to the consuming public or clients for whom they are intended. This
is because production is not comple until the goods and services got to the
OBJECTIVES OF THE STUDY
To ascertain if
marketing strategies in control contribute to organizational profitability.
To determine how
employees motivation affects the implementation of marketing strategies its
goals and objectives.
To find out the
problems the associated with implementing marketing strategies.
The research seeks also
to open up an expensive area of study, area of marketer practices, scholars and
other interested person to enable them adopte suitable techniques of profit
minimization, the survey of the company and other manufacturing companies.
Ho: Marketing strategies and control is not an effective
technique for profit maximization.
HI: Marketing strategies and control is an effective
technique for profit maximization.
Ho: Employees motivation is not a useful component of
marketing strategies for achieving organizational goals.
HI: Employees motivation is a useful component of marketing
strategies for achieving organizational goals.
Ho: Marketing strategies have not served as an effective
to operational guide for achieving the corporate objective of the organization.
HI: Marketing strategies have served as an effective to
operational guide for achieving the corporate objective of the organization.
SCOPE OF THE STUDY
This research work
generalized the study of marketing strategies as it affect profit minimization
of manufacturing enterprise using Guinness Nigeria Plc Benin City as a case
SIGNIFICANCE OF THE STUDY
This research study is
significant for companies in Nigeria.
The study will help managers for the situation under study to know the
usefulness or invaluable role played by the marketing strategies in the
achievement of corporate organizational goals and objectives. The research
study the significance (relevance) in terms of its feedback potential which
enable the reaction of consumer to the goals or services of the company to be
studied finding and utilized for the improvement of manufacturing and
distribution of the study are;
It will be useful to
other managers because of the economic situation in the country dictates that
companies should carryout effectively their marketing strategies and control in
order to make effective use of available scares resources and also to obtain
the maximum output possible per given with the input. It will generate interest
for future researchers in these area of study. The study is also significant to
the government public companies and privatized or commercialized public outfits
which have not seen making profit.
if fully implemented will help these public companies to minimize losses. It
improve the public and consumer knowledge in the area of study.
LIMITATION OF THE STUDY
encountered a lot of problem during the writing of this work. The following are
some of the constraints;
Time Constraints: This
last semester was rather unusual, the time was very short that the researcher
managed to combine other academic work wioth the research work.
obtaining relevant data and information from respiondents. Several calls were
made to Guinness Nigeria Plc, Benin
City brewery, most of these calls were unsuccessful
and the researcher has to call back again in order to meet the key officers for
OPERATIONAL DEFINITION OF TERMS
Marketing Strategies: A written document that spelt out the goals, plan
and tactics that will be used to gain and maintain the competitive position and
result the company is seeking.
the creation and delivery of a standard of living, it involves finding want of
the consumers strategies and dropping a product or services that will satisfy
this want profitably.
Annual Strategies: These are plans for establishing specific goals and
strategy for one year.
Strategies and Marketing Efforts: To develop marketing strategies by making specific
decision regarding the product. The price, the distribution and the promotion
in order to satisfy the need of the target market and ideally provide the best
chance of achieving the goals and objectives of the markets. The marketing strategies
are popularly known as the marketing mix.
Marketing Objectives: This is a statement of what is to be accomplished
through marketing activities.
Marketing Mix: Is
the set of marketing tools that the firm uses to pursue its marketing objective
in the target market.
product is anything that can be offered to a market for attention acquisition
use or consumption; it includes physical objects personality’s places,
organization and ideal.
Marketing Channel: These can be viewed as a set of independent
organization involve in the process of marketing products or services available
for use or consumption.
rival usually offering offer similar products or services.
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