Marketing Planning as a Means of Achieving Increase in Market Share in Nigeria
CHAPTER ONE
Objectives Of The Study
This study is aimed at
- Finding out reasons for increase customers patronage for Uniliver produce.
- 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 Uniliver limited.
- Providing the necessary recommendation
CHAPTER TWO
LITERATURE REVIEW
DEFINITIONS OF MARKETING STRATEGIES:
Suffice it to say that there are many definitions of marketing strategies, below are the various definitions given by some renowned authors: According to KOTLER (1995: 43), marketing strategy is seen as the marketing logic by which the business will hope to achieve its marketing objectives. It consists of specific strategies for target markets, marketing mix and marketing budget.
KOTLER (1997: 223) also sees marketing strategy as a consistent, appropriate, and feasible set of principles through which a particular company hopes to achieve its long run customer satisfaction and profitability objectives in a particular competitive environment.
In the view of ADIRIKA et al (1997: 1) marketing strategy is defined as a set of determination that guides or directs the managers of an enterprise to reach their desired long-term market position.
BERKOWITZ (1990: 49), sees strategy as a management process involving the step taken at an organization’s corporate and divisional levels to develop long-run master plan for survival and growth.
While LUCK (1989: 56) sees marketing strategy as the broad principle or comprehensive plan of action by which the business unit expects to achieve its marketing objectives in a target market. These articulate a plan for the best use of management/organizational resource and tactics to meet its objectives.
ALLVINE (1990: 50-51), sees marketing strategy as a process of setting a firm on a course that offers better opportunities for long-run growth in sales and profits.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description.
This study was carried out to examine the Marketing Planning As A Means Of Achieving Increase In Market Share In Nigeria. Nigerian Uniliver form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of hundred and twenty (120) questionnaires were administered to respondents of which 100 were returned. The analysis of this study is based on the number returned.
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
CONCLUSION
Nigerian Uniliver Plc products are some of the leading products in Aba and are doing well in the market. The effective marketing strategies used by the company have made a great impact on the success of their products. The research findings indicated that consumers will continue to buy these products as a result of their good quality and moderate prices. The company should endeavour to adopt efficient and effective marketing strategies to ensure that the successes of their products are maintained.
RECOMMENDATIONS
The researcher made the following recommendations to ensure that the marketing of Nigerian Uniliver Plc will continue to succeed.
* Nigerian Uniliver Plc Aba should continue to maintain its products high quality to ensure continued brand loyalty, consumer patronage, repeat-purchase action and the attraction of new buyers.
* The company should engage in periodic market research to add more value to its products and ascertain whether its products performance in the market is up to consumer’s satisfaction.
* In addition, the company should improve more on its overall promotional programmes through the advertising of its products to stimulate consumers through the advertising of its products to stimulate consumers buying action and create more awareness, sales promotion thereby increasing its products sales above its existing level. Personal selling should be employed to counter consumers’ cognitive dissonance, and public relations/publicity used to create good image and public acceptance.
* The company should also set-up a body that will keep on monitoring its competitive environment and will continue to give feedback information that will enable the management to deal with its weakness and threats and use its strengths to reap available opportunities.
* The company should continue to motivate its distribution as well as ensuring that they always stock its products so that consumers demand will be satisfied.
* Having observed that the overall marketing strategies adopted by Access Bank have helped to increase its products sales and profitability, more effort should be geared towards maintaining this level of performance to ensure the company’s growth and survival.
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