TABLE OF CONTENTS
CHAPTER ONE
1.1
INTRODUCTION
1.2
PROBLEMS ANALYSIS
1.3
PURPOSE OF STUDY
1.4
RESEARCH QUESTIONS
1.5
RESEARCH HYPOTHESIS
1.6
LIMITATION OF SCOPE
1.7
GUINNESS NIGERIA PLC (GNPLC)
REFERENCES
CHAPTER TWO
LITERATURE REVIEW
2.1 INTRODUCTION
2.2 MARKETING
2.3 MARKETING
EVALUATION
2.4 THE
MARKETING MIX ELEMENTS
2.5 MARKETING
ENVIRONMENT
2.6 Strategy
2.7 CONSUMER
PURCHASE BEHAVIOR
2.8 APPLICATION
AND STRATEGY ISSUES EMERGING FROM
BEHAVIOURAL LEARNING THEORY
2.9 MARKETING
STRATEGY IN CORPORATE CONTEXT
REFERENCES
CHAPTER THREE
3.1 Introduction
3.2 DESCRIPTION
OF RESEARCH INSTRUMENTS
3.3 SELECTION
OF THE SAMPLE
3.4 RECAP
OF RESEARCH QUESTIONS
3.5 RESTATEMENT
OF THE RESEARCH HYPOTHESIS
REFERENCES
CHAPTER FOUR
4.1 Introduction
4.2 Data
Presentation
4.3 Data
Analysis
4.4 Conclusion
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS
AND
SUGGESTION FOR FURTHER STUDIES
5.1 INTRODUCTION
5.2 SUMMARY
OF FINDINGS
REFERENCES
QUESTIONNAIRE
CHAPTER ONE
1.1
INTRODUCTION
All business organizations perform two basic
functions we are production and marketing of goods and services ideas, events
organizations, places and personalities for the satisfaction of
consumer/clients wants and needs. Marketing has developed in importance and
complexity. It is perhaps the most dynamic complicated and challenging function
of business. Marketing develops as a society and its economy develops. Indeed
more and more businessmen and organizations are recognizing that marketing is a
pivotal determinant of corporate success.
Marketing considerations, acting in linkage, with
the considerations of all the organic business functions play very significant
roles in designing and establishing the framework for the information of
corporate objectives and strategies once this has been done, marketing remains
the vehicle through which corporate objectives are achieved.
Marketing is made up of all activities by which a
firm adapts itself to it environment. It is one of organic functions which is
vital for survival of every organization. The attention given to the theory and
practice of marketing has increased in recent times. Academics, students and
organizational managers have sought relentlessly for ways or approaches that
will enable them understand explain and control marketing phenomena. As a
result marketing has witnessed many theories, perspectives philosophies and
definitions.
There are many definitions of marketing as there are
textbooks on the subjects matter. Some of these definitions are as follows:
Kotler (1997) defined marketing as: “a social and
managerial process by which individuals and groups obtain what they need and
want through creating offering and exchanging products of values with others”.
Starton W.J. (917) viewed marketing “as a system of
business activities designed to plan, place promote and distribute other of
value, wants-satisfying goods and services to the benefits of the market”.
Appleman (1973) viewed marketing as “a set of human
activities directed at facilitating and consummating exchange”.
Morden (1987) viewed marketing as: “an activity
directed at satisfying customer needs and wants through exchange transactions
in the market.
Once an organization has applied the marketing
concept to its operations, it has to find the most effective way of marketing
its product. To do this, it has to find the most effective marketing mix for
the product. Scheme and Smith (1980) viewed marketing mix as an organization’s
bundle of utility. It is the unique combination of controllable variables that
a given marketer offers to customers.
McCarthy viewed marketing mix elements by
classifying them into four-product, price, promotion and place. Once the appropriate
marketing mix is developed, the market has to take into consideration the
environment in which the organization is operating because it cannot operate in
isolation. Also, it has to think of strategies ways of marketing its products
because of the dynamic nature of the environment.
MARKETING
STRATEGY
How will an organization survive the challenges
ahead; he has the tool in his marketing strategy whose very nature is to
communicate the brands benefits and interpretation which is unique and relevant
to customer needs and in so doing establish and maintain a preference in
customer minds for the particular brands. To achieve this objective is
fundamentally instrumental in the brands relating their overall marketing
objectives.
Marketing strategy contains the mixture of marketing
variables that exploit the forms most profitable and sustainable differential
advantages.
Simultaneously a contingent strategy is formulated
on the event the forms advantage is erased through a change in success
requirements and/or competitive activities. It concerns recognition of the
intensity and directions of the forces of the external environment and to
adjust and adopt marketing strategies to them.
In developing marketing strategies usually in
collaboration with the and agencies, cognizance must be taken care of:
(a)
The market:
Size, value, region, consumption patterns, distribution patterns and
competitive brands.
(b)
Competition:
brand and market shares comparative advantages (if any) over company’s brand
and consumer benefit.
(c)
Brand information:
Using intended price segmentation performance against completion.
(d)
Marketing
objectives
(e)
Brand positioning statement: this is a concise definition of what make the brand
more desirable than its leading competitors.
A definition of the potential market for any product
or service must be grounded upon a clear view of basic customer needs the
particular product to meet or intended to meet.
Customers can be categorized in many dimensions but
only those criteria which relate inn some way to purchasing behavior and which
are themselves actionable use to the marketing strategist.
Behavior learning process can offer insightful
direction to marketers. The key to successful marketing I tied to repeated
purchase behavior. Desired behavior is ultimately reinforced by the product
itself.
1.2
PROBLEMS ANALYSIS
The business environment of developing countries
especially Nigeia, has been described as unpredictable dynamic explosive and
volatile. All these reflect rapid changes which are coupled with changing needs
and wants of consumers.
The volatile marketing environment is characterized
by volatile costs, reduced purchasing power, cash crunch, and shortage of raw
materials low profile and increase in competition.
The company’s objectives and policies are also the
problem areas that should be looked into.
The problem of competition from the rival companies.
Thus, competition has increasingly become an importance factor to reckon with.
Not only in terms of obvious substitute products or form firms in the same
industry, but also from the products of other companies competing for consumers
limited purchasing power.
This study bothers on the marketing strategy that
has the tool which contains the mixture of marketing variables-exploits the
forms most profitable and differential advantages. It concerns the recognition
of the intensity and direction of forces of the external environment and to
adjust and adopt marketing strategies to them.
Other problems are – the target market’s buying
behavior the stage of the product life cycle and the character of the economy.
1.3
PURPOSE OF STUDY
The purpose of this study is to identify the present
stage of the product life cycle and the character of the economy. Also to
identify the problem of product life-cycle strategies and suggest the best
strategy for a particular stage.
1.4
RESEARCH QUESTIONS
(1)
Does market
segmentation strategy influence consumer purchase behavior?
(2)
What impact has
promotional strategy on consumer purchase behavior?
(3)
What influence
has pricing strategy on consumer purchase behavior?
(4)
What impact has
distribution strategy on consumer purchase decision?
(5)
What influence
has pricing strategy on consumer purchase decision?
1.5
RESEARCH HYPOTHESIS
H0: Marketing
strategy has relevance to consumer purchase behavior.
H1: Marketing strategy has no relevance to
consumer purchase behavior.
H0: Defects in the product itself results in the
poor performance of the product in the market.
H1: Defects in the product itself results does
not court in the performance of the product in the market provided the name has
been established.
1.6
LIMITATION OF SCOPE
The study will be limited by the general input of
marketing strategy on product performance in the market.
1.7
GUINNESS NIGERIA PLC (GNPLC)
GNPLC is one of Nigeria’s most foremost Brewing
companies incorporated in 1962 as a brewer. Today it has four factories and
four brands Guinness stout Harp larger beer, Malta Guinness and Satzenbran).
With indigenization decree, the company is today
being managed by Nigerians who are highly vast in working experience and formal
learning in the art of management. This point is significant because the key to
effective management lies in appropriate education and training formally in the
institution and practically in the job.
The multinational corporation of interest and
relevance of this study is GNPLC with activities spanning such a sectors as
manufacturing and processing technical, sales and services and Agro industries.
Its major brands-Guinness stout and Harp larger beer
have continued to do well in the market. A result of marketing strategies of
GNPLC its major products have been able to effectively with stand competition
in that industry.
Guinness Nigeria Plc has also looked inwards through
Local sourcing of eight raw material like maize and increasing cost, the
marketing and financial management of the company especially continues to call
for greater skills and attention.
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