PRODUCT PLANNING AND DEVELOPMENT STRATEGY FOR INCREASED MARKET SHARE(A CASE STUDY OF PATERON ZOCHONIC P.Z)ABA ABIA STATE.
ABSTRACT
This research outline, new planning and development as a strategy for increase market share with a particular reference to pateron Zochonic Plc, Aba and this associated strategy.
The induction part gives brief account of what product planning. The statement of problem is to determine whether new product planning and development as a strategy for increase market share, chapter two review some of the literature terms used in this study in the opinion of William.
I Stanton who defined product as a set of tangible and intangible attributes including packages colour, price which the buyer may accept as offering some terms like product life cycle product process were also reviewed.
Chapter three deals with the method used to aim information and the procedure adopted in collecting such data, which include area of study, population sample, sampling techniques and sources of data.
TABLE OF CONTENTS
TITLE PAGE – – – – – – – – i
APPROVAL PAGE – – – – – – – ii
DIDICATION – – – – – – – – iii
ACKNOWLEDGEMENT – – – – – – iv
ABSTRACT – – – – – – – – v
CHAPTER ONE
- Introduction
- Background of the study
- Statement of the problem
- Objective of the study
- Research Questions
- Significance of the study
- Scope of the study
- Limitation of the study
- Definition of terms
CHAPTER TWO
- Literature review
- Introduction
- New product planning and development Process
- Idea generation
- Business analysis
- Concept testing
- Product development
- Product test
- Test market
- New product development and planning as strategies for increase market share
CHAPTER THREE
- Research methodology
- Introduction
- Research design
- Sources data
- Population and sample size
- Sample technique
- Validity and reliability of measuring instrument
CHAPTER FOUR
4.0 Presentation and analysis of data
4.1 Introduction
4.2 Presentation of data
4.3 Analysis of data
4.4 Interpretation of results
CHAPTER FIVE
5.0 Summary, conclusion and recommendation
5.1 Introduction
5.2 Summary of Findings
5.3 Conclusion
5.4 Recommendation
Reference
Appendix
CHAPTER ONE
- INTRODUCTION
When a firm decides to go for a new product planning and development, there exist so many reason for that. It might be to increase the product line or product positioning, that is developing the image that a product project in relation to competitive product and to the company or the product is no longer doing well in the market due to age or out of data occasioned by consumer shift to more recent innovation that offer superior values that is product obsolescence or to increase the market share etc.. product planning and development life cycles the progression product made from their introduction into the market of the eventual decline before cleat,(product are like human being that passes through a series of stages) each product we see today in the market is just one out of thousands of product ideas that was able to satisfy the stages that takes place in the sequences namely idea generation,
Idea screening, business analysis, concept testing, product development, product testing and test marketing, it should l hardly be necessary to explain that a product or service is a problem solver, in the sense that it solves the customers problem organization achieves its own objectivities.
Product is what actually changes hands this clearly a subject of great importance.
The due of what constitutes a product can be found in an examination of what it is that customers appear to buy, He now over thirty years since THEO DORE LEVIT (1969) in what is perhaps the known article on marketing over written (marketing myopia) said that what customers want when they buy ¼ inch holes. When customers buy a product, they are still buying a partial bundle or benefits which they perceive as satisfying their own particular needs and want.
- BACKGROUND OF STUDY
The industry had began in sierra leone, when Mr.G.B.Zochonic company limited which was incorporated as a private company under the Liverpool and Manchester which has remained the headquarters of the group ever since. The main business of the company was active for many years in the export of west Africa produces such as carton maize, coca, cassava, and of trading post throughout west Africa which it serviced by operating four small costal sailing school net.
The first branch in Nigeria was opened in Lagos in 1899, a branch was established in calabar and by 1912 the company operates major branches in major cities tons of the federation. The industry Ltd in 1960 and 1972sold 60% of the share to Nigeria and 40% was held by no Nigerian. In 1992, it changed it name to PZ industry Ltd and becomes a public liability company in 1993 and now it answers PZ industries Plc with more than 100 employer’s staff strength. PZ Plc is engaged in the production of confectionaries.
Pharmaceuticals and thermo cool cooling system etc.
- STATEMENT OF THE PROBLEM
The high failure rate of many new products is a testimony that product concept or product notion is circulated in terms of consumer’s behavior. Many manufacturing organization go into new product planning and development for some reasons because it is not an easy task to carry out product planning and development. Some of the problem in new product planning and strategies for increase market share areas follows.
- New product planning and development is a strategy for increase market share.
- There are other strategies for increase market share.
- The survival of any manufacturing firm depending generally on adequate planning and development.
- New product does not survive all the time in the market.
- OBJECTIVES OF THE STUDY
Manufacturing organizations rely on the market for survival and growth in every other business in enveloping a programme to reach its with the product or service designed to satisfy the want and needs of the market.
Therefore the purpose of the study aimed at finding out the appropriate processes involved in the product planning and development.
It is also aimed at highlighting the importance of product planning. It also looks into the necessity of product planning and development as a strategy to increases market share.
Finally it is the aim of this work to identity the likely problems mentioned above and the possible solution to the problem associated with the product planning and development.
- RESEARCH QUESTIONS
- What type of business organization does your firm belongs to?
- What is the objective of your firm?
- What is the nature of your company’s product?
- What channels of distribution does your firm operate?
- What strategy does your firm applied to increase its market share?
- What is the nature of your company’s market share?
- what are the reasons why your company wants to increase its market share’
SIGNIFICANCE OF THE STUDY
In a depressed or low state of trade country like Nigeria where market is moving from the sellers market to the buyer market, appropriate planning and development of a product is of great importance to both the firm and the society as a whole for an organization to effectively complete and get a better share of the customer come in a fully buyer market, it must play and design a product that will suit the needs and wants of consumers. The product we know is a part of the marketing mix because it is a means of generating revenue for the organization and a country as a whole.Therefore, with product planning and development organization might be also to satisfy both the actual and potential consumers.
It will also be a great use to the government advice sense that it will help them in going achieve to the manufacturing organization on the social responsibilities of a product to the country’s economy. It is also of great importance to marketing practitioners in the application of marketing concept (to satisfy the need and wants of the consumer at a profit). This will also enhance.
Profitability on part of the manufactures who supplies consumers requirements. Finally the significance of the study will be relevant to the firm under study since it must complete with other firms in the same production have and must survive in the market.
