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CHAPTER ONE
1.0 INTRODUCTION
Generally, the society believes that marketing activities start from when the product is made.
However,
marketing is an all encompassing scheme, which start from when start
from a products concealing to when such product is distributed to the
customers.
Marketing as a discipline starts from when a particular
producers is beginning to think about, what the people need, after a
careful analyze to thinks about the quality of the product (with
reference to the customer’s taste).
The packaging material that would be suitable and attractive from such product to the consumers.
All
these facts started above can only be derived through marketing
research. This research is normally carried out before and after the
invention of new product.
The producer cannot just introduce into the
marketing is an important aspect he feel like producing such a product
would be taking a big leap in the dark. To business formation and growth
in even determine the survival of a company or an establishment.
Marketing
mix is the mixing together of variable product, process, promotion and
place in the right proportion that will enable the marketing product to
the carried out in a successful manner anytime. Marketing mix focuses or
what to produce in term of life cycle. For instance, it is possible for
a manufacturer to start his business very well, taste for a particular
product or services may change with time. What seems the best today may
be rejected tomorrow.
There is therefore an urgent need for the
manufacturer to centrally reveal what the people (consumer) want
(product) how they want such a product or service. They are willing to
buy such product.
This firm at all time must not disregard the
existence of these competitors who have the tendency of marketing their
own product better and more acceptable to the public for a business to
thrive well and survive. Marketing mix is a time necessary that must be
considered and use effectively.
1.1 HISTORICAL BACKGROUND OF THE NIGERIA BOTTLING COMPANY
The
name Coca-cola was a pharmacist by name in John Perbetton. He was born
in Atlanta Georgia, United State of America in the year 1833.
The
idea of Coca-cola was born in 1806 and he died in 1888. Immediately
after his death, Mr. Asa Candler took over the business in the same
year.
Mr. Frank Robinson selected the Coca-cola trade mark and some
other advertising materials which are still in use till date. The
standard size 29cl bottle was designed and produced in I, 915 million
dollars.
In 1923, Robert Wood RUFF took over the business presently;
there are numerous bottling plants in United State of America while more
than 35 percent plants are spread all over the West Africa.
Coca-cola
first came into inception in Nigeria 54 years ago. Nigeria Bottling
Company set up the first plants in Lagos; it is today Nigeria’s number
one bottle of soft drink selling more than 8 million bottles per day.
A
figure which is still growing with the continue expansion of the
opening branches and mini branches in various parts of the country. In
1988 a new dimension was added to the bottling of coke, pet plastic
coke, fanta, and sprite was introduced into the other six brands. Fanta,
which is the fast orange, sprite is sold in lemon- lime segment action,
others are tonic fanta, ginger and krest bottle lemon. The success of
coca-cola has brought with it, the development of quite member of sister
industries, oil contribution in the economy growth of the country
(Nigeria)
They are delth Glass Company in ughali, which supplies
empty bottle used for production in the company, the crown cork for the
company’s use. The Benin Plastic Company which make crates for easy
carrying of the bottles.
In addition, the trucks which supply more
than 70, 000 dealers are also assembled in Nigeria. The Company is also
the largest manufacturers of C02 (Carbondioxide) used to carbonate the
soft drinks. The company employed more than 25. 000 Nigerians in all
fields of operations.
1.2 STATEMENT OF RESEARCH PROBLEM
Marketing concern itself with
satisfying its customers at a profit, these activities are therefore,
carried out with the aid of duct, place and promotion, which this
project is set to look into product management. Product management is
essential in marketing mix in order to ensure that a product matches the
wants, needs and adjustment to meet market requirements.
Many
markets failures can be traced to the inability to manage the product
effectively. In addition, pricing strategy being adapted by different
company at every stage of production life is very important. For
instance, at the very introduction stage, a lot of advertising and
campaign strategies had to be adopted by the company to create awareness
for the product in the local and international market, if such product
is not properly introduced or addressed, it might die prematurely. There
are some of the issue that business are failing to address, hence
tending to business failure.
1.3 OBJECTIVES OF THE STUDY
The objectives of this study is to
examine the reliability of marketing variable in the life success of any
business establishment, these are the variables.
i. Product
ii. Price
iii. Promotion
iv. Place or physical distribution. With particular reference to Nigeria Bottling Company Plc, Ibadan Oyo State.
1.4 RESEARCH QUESTIONS
1. Is there any relationship between marketing mix and business growth and survival?
2. What are causes of business failure?
3. How can an enterprise make the best use of marketing mix?
4. In what ways can a careful analysis of marketing mix help to maintain survival and profitability of the business?
1.5 STATEMENT OF HYPOTHESIS
Ho: There is no significant different between marketing mix and business organization
Hi: There is significant different between marketing mix and business organization
1.6 SIGNIFICANCE OF THE STUDY
The significance of this study is to help throw light to the benefit arising from marketing mix.
Better
attitudes towards the organization will be enhanced through marketing
mix. This research work will be useful to business organizers,
researchers and students of the recommendations are rigidly to be
followed.
1.7 SCOPE OF THE STUDY
The scope of this research focuses on
impact of the marketing mix on the survival of the business organization
in Nigeria Bottling Company Plc. And the way in which the NBC mixes the
following variable, product, price, promotion and place so as to obtain
the essential market shake.
1.8 LIMITATION OF THE STUDY
Since the study was extended to another town, the researcher encountered some difficulties which include the followings.
1.
Transportation: – Since the study involved a lot of traveling many
difficulties were encountered in the process of data collection
2.
Poor Communication: – There are some problems on the part of people
being investigated. There was communication problem, as some people
would not understand the medium of expression i.e. English language.
3.
Financial Constraint: – Financial constraints did not permit an
extensive research work to take some were always on other field.
4. Time Constraints: – There was no sufficient time to carry out this research the researcher because of the workload.
1.9 BACKGROUND OF THE CASE STUDY
Blair (1960) sees product life cycle as an attempt to recognize describe the distinct stage in the sales history of a product.
It
attempts to identify the stage in which the product is heading so that
better marketing plan can be made to get product through to the market.
He identifies four stages for a new product, these are introduction
stage, maturity stage, the growth stage and decline stage.
1.10 DEFINITION OF TERMS
Marketing mix: – This refers to the inter-related area of marketing strategies. There are product, price, promotion and place.
Marketing: – Institution of marketing (London) defines marketing as “the managing process which is responsible for identifying anticipating and satisfying customer equipment profitability.
Organizational Goal: – This is the seed of aims and aspiration of an organization demand to be achieved which has been laid down
Place: – These were all activities involved transferring goods from producers to final consumer(s) is carried out.
Promotion: – Marketing activities are communicating with members of targets marketing in order to create awareness of product or services and increase sides.
Price: – The amount of money which is needed to acquired exchange some combine assortment the product and accompany services.
Firm: – Amount of a particular good which a buyer is willing to buy at a particular price over a given period of time and place.
Competitors: – These are the counterparts of particular company selling the same or similar product.
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