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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
This
research work is on the topic: problems and prospects of marketing
industrial products in Nigeria. This work is centered on some selected
production companies in Enugu metropolis. The researcher decides to use
Emenite Nigeria Limited, Alo Aluminum and Ozomac Company as her case
study. These manufacturing companies specialized in the production of
roofing materials and other building materials. These companies are
located in Enugu urban of Enugu State. Emenite Nigeria Limited is
located in Emene industrial Layout Enugu. Alo Aluminum Company is
located along Abakaliki expressway Emene Enugu while Ozamac Construction
Company is located at Trans Ekulu Enugu. Emenite is a franchise firm
that is owned by Etex group. This company has its corporate headquarters
in Belgium. Emenite uses 60% of local raw materials in its production.
At its conception, the company was nothing but only a roofing sheet
factory. The prevailing situation now is from a mere roofing sheet
industry to a fully building materials manufacturing company. The Alo
Aluminum and Ozomac construction companies are Indigenous companies.
They make use of 100% local raw materials in their productions. They
started as mere roofing sheet companies, before they fully graduated
into building material production companies.
These companies
have their distributors located in some places in Enugu. These companies
facilitate their performance with good distribution channel,
availability of genuine products and efficient after sales services.
EVOLUTION OF MARKETING
Marketing
is an old and a new profession. Marketing is old in the sense that,
since the beginning of man, exchange or trade has been in existence.
The
advent of barter system coupled with the concept of division of labour
and the ensuring of specialization gave rise to the production of
surplus.
People started making more than they need of certain
products, so trade (change), which is the heart of marketing became
inevitable. Marketing started evolving in earnest when small producers
began to manufacture their goods in large quantities in anticipation of
future orders, middlemen with their institutionalized channels then
appeared on stage to facilitate the communication of buying and selling
of the resultant increased output. The desired impetus was given
marketing by the industrial revolution, which brought with its
mechanization and consequent search for mass marketing.
The
newness of the course marketing, lies in the fact that marketing is now
scattered in such fields as selling advertising, pricing, production,
design packaging, branding and physical distribution. These areas are
major concern of marketing.
The advent of specialized sales
department helped to a considerable extent in resolving the
organizational predicament of market expansion. There was problem of
communicating with the customers, but manufactures were compelled to
shift certain marketing functions to the middlemen. Initially goods and
services were sold to retailers, who eventually resold them to final
customers.
INDUSTRY AND MANUFACTURING BACKGROUND
The
history of Industrial development and manufacturing in Nigeria is a
classic illustration of how a nation could neglect a vital sector
through policy inconsistence and distributions attributed to the
discovery of oil. The near total neglect of agriculture has denied
manufactures and industries their primary source of raw materials. The
absence of locally sourced inputs has resulted in low
industrialization.
Today, the Nigerian industries and
manufacturing sector account for less than 10% of Nigerian's GDP, with
manufacturing capacity utilization remaining below 35% for the most part
for the cast decade.
Players in the Nigerian industrial and
manufacturing sector can be classified into four groups; multinational,
national, regional and local. Apart from the multinational operators,
most of the players have disappeared in the last two decades, due to
unpredictable movement policies, lack of basic raw materials most of
which are imported.
Some of the constraints faced in this sector Include:
§ High interest rates
§ Unpredictable government policies
§ Non-implementation of existing policies
§ Lack of effective regulating agencies
§ Infrastructural inadequacies
§ Dumping of cheap products
§ Unfair tariff regime
§ Low patronage
Globalization
and liberalization pose challenges to the Nigerian industrial sector.
The impact of these global protections, increase focus on product
quality and increase expenditure on research and development. The
prospects of manufacturing in Nigeria are bright given the nations
nascent democracy, a market size of over 120 million people, rich
mineral and other resources size of the West African market as well as
cheap and abundant labour. Developing Nigeria’s industrial sector
requires the concerted efforts of government and the private sector to
create an environment that would encourage investments, primarily by
Nigerians as firm basic for attracting and sustaining foreign investment
in the sector. A fully developed industrial sector world provides a
firm basis for sustainable economic growth and development.
The
most pronounced objectives of most business ventures is profit making.
This objective is achieved when the products and services get to the
final users or customers at the right place right time and right price.
The reason is that firms depend on the customers for the sale of their
products. Marketers are no longer in doubt as to whether their products
are needed in the market place, but are interested in knowing the
problems that associate with the marketing of industrial products. The
study of problems and prospects of marketing industrial products allows
marketing managers to develop an insight into what lies behind the
problems and prospects of marketing industrial products in Nigeria. Also
knowing the cause of the problems and solutions are important.
Firms
in building material industry like Emenite, Aluminum and Ozomac
construction companies etc. want to know those problems that associate
with marketing of industrial products. The pressing need and task facing
the manufactures and marketers of industrial products is to find out
the factors or variables that exert the greatest problem in marketing
industrial products.
1.2 STATEMENT OF THE PROBLEM
In the
contemporary marketing environment, it has always been a difficult task
to identify exactly the factors that pose problems in marketing
industrial products. Most marketers have paid attention to factors which
in their own estimation determine as the cause of the problems without
giving due consideration on how to solve those problems. The reason is
that, marketing plans designed for a particular product of industry
failed to attain the desired and targeted result.
The basic problem here is to know how these problems affect industrial products in the market place:
• Unorganized marketing system.
• Product adulteration
• Lack of effective marketing information system.
• Unpredictable government policies.
• Price instability.
• Lack of effective regulatory agencies.
• Poor management.
Absence of good market research competition from imported products.
Based on this, the following research questions need to be answered.
1.3 RESEARCH QUESTIONS
Has the problem of unorganized marketing any impact on the marketing of industrial products?
If yes, to the above question, then what should marketers of industrial products do to reduce this problem?
1.4 OBJECTIVES OF THE STUDY
Every
marketing plan has objective which it targets to achieve. Most times
the stated objectives are not achieved. In view of this, the question
remains – are they other factors beside the factors stated in the
statement of the problem that influence marketing of industrial
products.
The objectives of this study are:
1. To evaluate how organized marketing system affect marketing of industrial products.
2. To identify the most suitable distribution channel for industrial products
3. To establish adequate market research
4. Establish good marketing information system.
5. To make necessary recommendations, in view of the findings.
1.5 THE SIGNIFICANCE OF THE STUDY
In
accordance with the modem stipulation of effective application of
promotional tools supplement an organizational effort in the achievement
of certain marketing objectives, which the development of the
brand/product as well as complementing other parameters of the marketing
mix. To this regards, this study is meant to throw more light on the
marketing of industrial products in Nigeria. The topic of this research
is important to the revamping of the Nigerian economy. The importation
of industrial products into the country is contributing to the galloping
inflation, we are witnessing today because it draws us down to deficit
in our economy.
1.6 RESEARCH HYPOTHESES:
In the course
of this research, the following hypotheses where were formulated based
on the research questions and objectives. The hypotheses were tested in
the research work.
1. Prices of industrial products have significant impact on the marketing of industrial products.
2. Product preference has strong influence on the marketing of industrial.
3. Lack of adequate marketing communication hinders effective marketing of industrial product.
1.7 SCOPE OF THE STUDY
This
study is confined to only three production companies in Enugu
metropolis. This means that the empirical study covered only to the
staff of these companies, and their distributors. This limited scope is
not withstanding, it is hoped that the finding which may generate from
the study will be useful to both the staff of these companies and
students, who intended to undertake marketing as a profession.
1.8 DEFINITION OF TERMS
Marketing
strategic planning: Is the process that selects and directs the entire
action of the marketing organization within the policy guideline to
achieve the objectiveness and goals of the firm.
Physical
Distribution: The tasks involved in planning and implementing the
physical flow of materials and final goods from points of origin to
points of use, to meet the needs of customers at a profit.
Producer
Markets: The set of organizations that buy products for the purpose of
using them in production process to make profit or achieve other
objectives.
Organization marketing: Those activities undertaken
to create, or alter attitudes and/or behaviour of target audiences
toward particular organization.
Merchant Middlemen: Business firms such as wholesales and retailers that buy, take little to and resell merchandiser.
Marketing system: A set of interacting participants, markets, and flows that are involved in an organized arena of exchange.
Marketing channel: A method of organizing the work that to be done to move goods from producers to users.
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