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CHAPTER ONE
1.0 INTRODUCTION
In today’s business world, it in recognized that
business organization in based on generating profit both in the short
run and long run. The aim of such business organization can be best
achieved by adopting marketing concept orientation.
Since business
organization, the business activities; identifying the idea of principle
being of marketing in their business activities by identifying,
anticipating and satisfying the needs and wants of their target consumer
at profit.
More is a focus on the marketing at profit.
More so,
as business people being the needs to realize the idea of principle of
marketing in their business activities. The marketing concept cannot be
over looked. Thus W. J. Stanton (2002) defined “marketing as a
philosophy of business that state that the consumer’s want satisfaction
is economic and social justification for a firm’s existence”
Also, E.
Jerome, Mc Carthy and Stanley J. Shapere, that “the marketing concept
states that firm should focus all its efforts on satisfying its
consumers at a profit” There three basic element that are implied in the
definition of marketing concept.
– A customer orientation
– An integrated company effort
– Profit rather than sales, as a goal of the firm.
Implementing the marketing concept, therefore mighty require three changes.
– Changes in management attitude
– Changes in the firm organization structure
–
Changes in its management method and procedure change in all three area
would probably be require. If the firm really wanted to adopt the
marketing concept, otherwise its would only be paying up service to the
idea.
In modern days Nigeria, there are lots of consumer goods
produced by deferent companies, Cadbury Nigeria Plc is among these
companies and the range of their consumer goods includes Bournvita, Tom
Tom, Goodygoody, Malta etc.
The aim of this project work is to export
the ways in which Cadbury Nigeria Plc utilize the idea of marketing
concept in presenting its product to the market. What are the effort of
the company in identifying, anticipating and satisfying the needs and
wants of the consumer and how it satisfied its own goals?
In
addition, the project also intend to analysis how the marketing mix,
element of product, price, place and promotion are also manipulated and
employed by company on buyers behavior of consumer product.
In
conclusion the aim of this project is to have successful highlighted the
effectiveness of marketing concept on buyer’s behaviour of a consumer
product.
1.1 BACKGROUND OF THE STUDY
Cadbury Nigeria Plc was incorporated
as a public limited company on January 1965 for the purpose of
manufacturing and marketing a wide range of beverages food and
confectionaries. The Cadbury Schweppes Group which provides the company
with technical services under services agreement hold 40% of the issue
capital while the Nigeria public holds the balance of 60%.
When the
company was established, the position of the chairman and board of
directors are monopolized by the Britons. But in May 1985, G. O. Onosede
joined the board, as he became the first Nigeria to be appointed as the
chairman. In May 1988, in the same development, Dr. C. O. Kolawole who
joined the board in January 1978 as another Nigerian that was appointed
on 15th April, 1989 as the Managing Director and Chief Executive of the
company.
Bournvita was the product that the company first introduced
into the market. As a result of efficiency of the staff through varies
research and development, many product include: Pronto, Chocolate, Edain
Fudge Pounded yam, Dadawa cheff, Tomatoes, etc. As a result of company
hardworking and innovation, the company won the national productivity
merit award that was presented to the company by the president of the
Federal Republic of Nigeria in December 1991.
1.2 STATEMENT OF THE PROBLEM
In any research work to be of value,
problem definition is a tentative and inductive thought of what could be
the cause of the problem at hand. This is usually in question form, is a
systematic identification of factors, which have prevented management
from reaching a decision.
In consonance with the research at hand,
decision and consumer goods manufacture will normally revolve round the
product size, quality and quantity, colour, brand, package, price etc.
which are intended to suit the consumer desire, decision regarding the
appropriate channel of distribution and others must be considered after
buying the product.
Moreso, competitor action, attitude of buyers and
other economic variable are external variable, which will affect the
decision making the later variable is internal variable.
The purpose
of this work is intended, therefore to do justice to some silent problem
which are given necessary solution to the following question,.
How has marketing concept helped in aiding and satisfying buyers status need?
How has it help aiding and segmentation by the company?
1.3 OBJECTIVE OF THE STUDY
The objective of this project will only
be limited to the effectiveness of marketing concept on buyer’s
behavior of consumer product that it is to enlighten the public on the
importance of a good marketing concept on buyer behaviour of consumer
product, as a case of Cadbury Nigeria Plc and the objective are:
– To examine the company policy and goals in relation to marketing concept in the organization
– To examine how the company has implemented concept put in place by the company.
– To examine to what extent the employees of the company are aware of the marketing concept of the company’s product.
– To examine to what extent the people outside the company’s environment are aware of the company’s marketing concept.
– To know the type of action on buyer behavoiur of company product.
– To find out how the marketing concept affected the buyer’s behavoiur of company’s product.
1.4 RESEARCH QUESTION
– Does marketing concept enhance buyer’s behavoiur of consumer product?
– How does the marketing concept have effect on the organizational productivity?
– Does marketing concept have effect on the organization profitability?
1.5 RESEARCH HYPOTHESIS
The research hypothesis to be tested include:
(i) H: There is no increase in sales turnover
Hi: There is increase in sales turnover
(ii) Ho: Effectiveness of marketing concept does not course production stoppage
Hi: Effectiveness of marketing concept course production stoppage
(iii) Ho: There is no effective marketing concept in Cadbury Nigeria Plc.
Hi: There is effective marketing concept in Cadbury Nigeria Plc.
(iv) Ho: A proper marketing concepts does not minimize errors wastage pilferage and stock out.
Hi: A proper marketing concepts minimize errors wastage pilferage and stock out.
1.6 SIGNIFICANCE OF THE STUDY
After the completion, this will study will be geared towards:
i.
Focusing on how to increase frequency of purchase for existing product,
how to stimulate additional use of brand, how to achieve retrial of
previously rejected product and how to deepen brand loyalty of regular
users and how to depend the product from the attracts of its current or
future competitors
ii. Achieving quality objective in order to
achieve trial of the optimum quality in such a way as to encourage the
consumer to repeat purchase and develop loyalty within a prescribed
period.
1.7 SCOPE OF THE STUDY
The scope of this study is to examine
critically the effectiveness of marketing concept on buyer’s behavior of
consumer product with reference to Cadbury Nigeria Plc, Ikeja, Lagos.
The study will look at the various ways by which the company has used
marketing concept to identifying and anticipating consumer needs,
translation of needs into buying decision, buying as a problem solving
process, attainment of organization objective and goals. The study will
be carried out in the company premises at Ikeja, Lagos.
The employees
of company would be interviewed. The distributor and the consumer that
are found around the premises would also interviewed to get their views
about the subject matter of the study.
1.8 LIMITATION OF THE STUDY
There are various consumer product
companies in the country however, we restrict out project work on
Cadbury Nigeria plc. The various marketing concept will be confirmed on
the company’s activities. One of the factor that limit our work in this
project is the time constraints, limited time is given to complete this
project which make it not fully carried out to our optimum capacity.
Another
factor how to do with financial constraint that is it require a lot of
money to carryout the research work from our school to the company.
Another
factor has to do with financial constraint that is require a lot of
money to carryout the research work from our school to the company
Another
likely problem was lack of useful response on the company’s executive
and consumer because they are part of the people in which questionnaire
may be administrated to.
Moreover, all these process involve spending
money, for example, on transport fare, date collection, materials, that
is, questionnaire, printing and typing and many other relevant
activities necessary to ensure the research study.
1.9 DEFINITION OF TERM
All the terms or new words that are peculiar of this study and write up are explained below:
1.
Marketing Concept: This is management orientation that holds the key
task of organization is to determine the needs and wants of target
market and to adopt the organization to delivery desire satisfaction
more effective and efficiently than its competitors.
2. Marketing
Tactics: It is the act or arranging the marketing variable for effective
marketing programme. It means the act of using existing marketing means
get desire result
3. Marketing Strategy: It is the skillful planning general that covers all the marketing.
4. Marketing: It is the human activity directed at satisfying needs and wants through exchange process.
5. Marketing Research: It is the action activity which studies what people buy, who buy and why they buy
6.
Marketing Plan: This is the company strategy plan establish the kind of
business that company will consist and its objective for each other.
7. Buyer: Is anyone who might conveniently buy a given product
8.
Marketing mix: This is term used to describe these combination of four
inputs that constitute the core company’s marketing system.
9. Buying Behavior: This is the behavoiur that buyer show when buying a particular .product
10. Buying Centre: These are the people who participate in or influenced a purchase.
11. Gender Segmentation: this is the process of dividing the total market based on their sex
12. Integrated marketing: The effort that aimed at generating customer satisfaction as a key to satisfying the organization
13.
Concentrated Marketing: This is a strategy that involves a marketer to
direct all his effort towards a single market segment by cicating and
maintaining on mix.
1.10 HISTORICAL BACKGROUND
The origin of the business stretch back
to the 1950s first as an activity to source cocoa beans while
simultaneously prospecting for opportunities to serve the local consumer
markets with the famous Cadbury products. An initial packing operation
established in the early 1960’s pack imported bulk product grew rapidly
into a full fledged manufacturing outfit..
The company was
incorporated in January 1965 when the current 42 hectare factory site
was opened, and went public in 1976. The initial staff strength of less
than 200 has grown to more than 2000 colleagues who have chosen to make a
career in Cadbury. They are the embodiment of the talent, skills,
knowledge and other intercllectual property behind the success of the
business. In turn the beginning of Cadbury Schweppes go bac.k to the
founding of Schweppes, a mineral water business, by Jacob Schweppes in
1983 and the opining of a shop that so9ld cocoa product by John Cadbury
in 1824.
The two businesses were merged in 1969 to create Cadbury
Schweppes Plc, forging a powerful alliance that has become a global
player in confectionary and beverage categories. With the acquisition of
Adams confectionary in 2003, Cadbury Schweppes is today the world’s
number one in confectionary and number three in beverages. Cadbury
Nigeria has grown to become the leader in confectionary and food drinks,
whit a portfolio of branded offers that meet real needs of consumers,
our quality brand are enjoyed throughout the entire nation as well in
our export market around the world
The company has consistently
maintain a highly focused portfolio of well established brands within
its core business areas each of them providing functional benefit to our
customer and hand reward for our customers.
Many of the keyboards
are established, and reflect the consistent philosophy of functionality,
affordability and nourishment. The premium brands cutting across West
African are 5 key categories:
i. Chocolate and Toffee
ii. Sugar Bubble Cum
iii. Medicated
iv. Food drinks and chewing cum
Clarity
and single minded pursuit of strategy has been the underpinning
strength of the business and the board has revalidated their long term
growth target with milestones in the context of opportunities in the
growing Nigeria market and the West African sub-region.
The company’s strategy which is the primary drivers of growth over the years includes:
1.
Building a highly integrated business models to main a tight control of
the value chain and considerable residence to the swings in the
external environment over the year.
2. To create robust and sustainable positions in its core segments through focused organic growth of it advantages brands.
3.
To create new consumer offers with distinct winning competitive edge as
well as establishing footholds in adjacent market and segment.
4. To
use local raw materials as much as possible and source packaging
material, and other inputs from local companies even if we have to
provide technical support to ensure the quality standard that meet our
stringent specification
5. To expand our brand offering new and profitable market and serve new customers across the West African sub region.
6.
To achieve strong profit performance in all investment decision taken
with 15% growth in net asset per share and 14% growth in shareholder’s
funds
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