STRATEGIC MARKETING PLANNING AS A TOOLS FOR ACHIEVINGÂ INCREASE IN MARKET SHARE IN THE COMPETITIVE MARKET(A CASE STUDY OF NIGERIA BREWERY)
ABSTRACT
Consumer satisfaction is the economic justification to the existence of any business. Hence, for any business to exist, survive and grow, the sure plan must be strategic. So, this work was carried out on the “strategic marketing planning as a means of achieving increase in market share in competitive market. ( A case study of Nigeria brewery plc Aba) the research question one seeks to know of strategic marketing helps in achieving company’s objects in table 3 through tables 4 and 5 form the findings, analysis and interpretation of data it is parchment to rate that the variable around be duly considered and implemented for the achievement of any company’s goals. Based on the outcome of this study the researcher wishes to recommend as follows effective promotional mix strategy. Advertising, sales promotion personal selling etc and the appropriate advertising media should be adopted by Nigeria breweries as well other companies for proper projection of the company’s image and their period to the public.
  TABLE OF CONTENTS
COVER PAGE – –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â i
CERFIFICATION PAGE-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â ii
DEDICATION – –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â iii
ACKNOWLEDGEMENT –Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â iv
ABSTRACT-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â v
TABL OF CONTENT- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â vi
CHAPTER ONE
- INTRODUCTION- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â 1-3
1.1 Â BACKGROUND OF THE STUDY –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -3-7
1.2Â Â STATEMENT OF THE PROBLEM –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -7
1.3Â Â OBJECTIVE OF THE STUDY –Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -7
1.4Â Â RESEARCH QUESTIONSÂ Â Â Â Â –Â Â –Â Â Â Â Â –Â Â Â Â Â Â –Â Â Â Â Â -8
1.5Â Â STATEMENT OF HYPOTHESIS –Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -8
1.6Â Â SIGNIFICANCE OF THE STUDY –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -9
1.7Â Â SCOPE OF THE STUDY-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â 9
1.8Â Â LIMITATION OF THE STUDYÂ Â Â –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â 10
1.9Â Â Â DEFINITION OF TERMSÂ Â Â Â Â Â Â Â Â Â –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â 10-13
CHAPTER TWO
- LITERATURE REVIEW – –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â 14
2.1Â Â INTRODUCTION –Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â 15-20
2.2Â Â TYPES OF STRATEGIC MARKETING –Â Â Â Â Â 22-25
2.3Â Â STRATEGIC MACKETING FUNCTION-Â Â Â Â Â 26
2.4Â Â STRATEGIC MARKETING PLANNING PROCESSÂ 26-30
2.5Â Â COMPETITIVE MARKETING STRATEGY / ENVIRONENT 30-37
2.6Â Â MARKET LEADER STRATEGIES –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -37-41
2.7Â Â PRICING STRATEGIES –Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -41-44
2.8Â Â PROMOTION STRATEGYÂ –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -44-47
CHAPTER THREE
- RESEARCH METHODOLOGY – –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -48
3.1Â Â AREA OF COVERAGE –Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -48
3.2Â Â RESEARCH DESIGN –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -50
3.3Â Â SOURCES OF DATA-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â -51
3.4Â Â POPULATION-Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –
3.5Â Â DETERMINATION OF SAMPLE SIZE –Â Â Â Â Â –Â Â Â Â Â –
3.6Â Â DESCRIPTION OF DATA ANALYSIS TECHNIQES -57
CHAPTER FOUR
- PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -58
4.1 INTRODUCTION Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -58
4.1Â Â DATYA ANALYSIS-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -59-75
CHAPTER FIVE
- SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -76
5.1Â Â SUMMARY OF FINDINGS –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -77-79
5.2Â Â CONCLUSIONS-Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -79-84
5.3Â Â RECOMMENDATIONS Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â -84
REFERENCESÂ Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â 85-86
APPENDIX Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â 87
QUESTIONNAIRE Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â 87-90
 CHAPTER ONE
1.0 INTRODUCTION
How can a business survive and remain in the business world without effective game?
How can an organization actualize customer satisfaction which is the economic justification for the existence of any business when appropriate panacea is lacking? Hence strategic marketing is the answer.Marketing is the hallmark around which business strategies revolves on A.I Okafor (1995:6) defined it as all profitable human activities undertaken by the firm towards the creation of satisfied customers. Kotler (1989), defined strategic as game plan to get the.Glueck, (1976) defined strategic plan as a unifies comprehensive and integrated plan to achieve organizational goal objectives.
Business strategies from the focal point and basis of strategic marketing decision unfortunately, most business have failed, products non – existing, goals and objective unattainable simply because they neglected strategic marketing.
Strategic marketing decision is of vital importance that its absence in any organization will not go down well with such an organization. It helps to manage business environment and the changed, which are inevitable it takes an organization from where it is today to where it wants to be tomorrow. Proper strategic marketing decision turns a company from being reactive to being practice in the face of events and situation.
Strategic marketing planning differs from company to company. It all depends on the market and business environment. Firms therefore, should adopt to the changing market conditions and at the same time face the need for creating an “anticipative “rather than a reactive managerial system. They should search for ways to handle an increasingly complex technology, unstable environment, competitors in the light of their goods and services and offering so, given the environment rapid change, a static environment can no longer be feasible.
Firms should think of moving from stagnant bureaucracy to adoptive firm under extreme dynamism.
They should consider the marketing strategies of their competitors, their strengths and weakness and then develop a sustainable competitive advantage (SCA) that will enable them outweigh their competitors where there is no sustainable competitive advantage; the organization will not go far.
Every business organization operates among other competitors in the market in order to increase or maintain its market share and organization would have to establish a good marketing strategy to survive intense competition and maintain sales projections and targets.
- BACKGROUND OF THE STUDY
Although my case study organization, Nigeria breweries PLC reveals that the strategic marketing planning as means of achieving increased market share in a competitive market. Nigeria breweries is a public limited company product from barely by ancient people some 400 years ago Ancient attributes of modern beer contains top[ consistent which impact aroma, taste and foam stability to the beer. Beer is not drank for its sweetness because it is not sweet and this remains a fact.
The history of brewery industry in Nigeria is dates to thirstiest and is an imported technology. The indigenous drink in Nigeria includes Palm wine, Pito Kauito, kwanger , Burukoto etc. though still new in some quarter, beer is gradually replacing these traditional drink in celebration such as marriage, birth ceremony, funeral which were seldom celebrated in the past.
The only way these indigenous drinks were promoted in the past was by the fasting method, consumers, then were allowed and even now to taste various palm-wine brought to the market by different producers and sellers and its served as a means which determines consumer patronage decision. This is because palm wine and burukoto were generic not until recently there were being branded. Bottled beer was first marketed in Nigeria Brewery limited (NBL) on June 2nd 1994.
The birth of Nigeria breweries were on the June 2nd 1949, this marked the beginning of a buoyant industry that at present markets about six (6) brands of alcohol and non- alcohol beverages. Today, social norms are they related to the use of alcohol in ceremonies have change and beer is used instead. In some cases, they are exclusively used which in others for example social clubs, a particular brand may be favored by established norms.
The beer industry in Nigeria presently has matured into an interesting competitive market with about 28 brands of brewed by more than 27 brands of breweries. In some rural areas in Nigeria beer is highly valued that is drank and even used as a form of medication.
Nevertheless, most consumers prefer beer to palm wine into other alcoholic beverages, neither do consumers accepts all brands.
In view of this, proliferation of breweries producing different brands of beer in the country and also of the fact that consumers cannot accept all brands. The expression survives the bottleneck adopts different measures and saw promotional strategies to attract and retain customers.
In His article titled “product and system Dr. Walter W Owo chairman of savannah Bank limited outlined what he said that directly impinge on customer satisfaction. These are services information, commerce and needs that assess quality services in terms of time accuracy and flexibility in positive response to needs attracting and retaining customers.
Nigeria breweries (NBL) Makers of stare guilder, maltina, guilder max, Heineken, legend has embarked on strategic marketing that are scarcely found in other breweries in Nigeria today some of these strategic marketing planning have had a lot of impact on consumers patronage of the product and increase in the profitability of the industry.
As rigorously gathered, those products do not have the problems other competitor’s products; do have because of well organized strategic marketing planning.
- STATEMENT OF PROBLEMS
This problem results as an increase in the competitive market of Nigerian breweries so, the researchers is interested in finding out the reasons for achieving market share in competitive market.
- OBJECIVES OF THE STUDY
This study is aimed at,
- Finding out reasons for increase customers patronage for business product.
- Finding out means and how to improve the products to stand the test of time.
- Finding out the importance of marketing strategies in the organization.
- Finding out if other competitors are doing better than the Nigeria breweries limited.
- Providing the necessary recommendation
RESEARCH QUESTIONS
The following research questions were posited for his study to enable offer solutions to the problem enumerated. The research questions are.
- Does strategic marketing help in achieving company’s goals?
- What effect has marketing concept on strategic marketing?
- Does product quality create customers value?
- Does advertising influence customer’s patronage of company product?
Â
