Impact of Product Planning and Development on Organizational Survival: A Case Study of Nigeria Brewery, Plc
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To examine the reasons why some company’s products do not last longer in the market, while in the midst of other similar products, which exist in a stiff competitive market.
- To examine the various marketing strategies currently been used by the brewery companies for the new products.
- To analyze the extent of effectiveness of these strategies in terms of consumer’s satisfaction and patronage.
- To evolve and effective marketing strategy for the new product that will ensure increase patronage.
- To analyze problems encountered by marketers
- To ascertain the relationship between product planning and organizational survival
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
A good deal of the early literature on strategic planning was concerned with helping companies to remain profitable and attain competitive edge. In short, the concept of strategic management developed principally among corporations as their tools in the midst of a difficult and fast changing environment. For a policy to be meaningful, there must be some operational strategy that will translate it into action. According to Marks (2007) Growth is a key goal and objective for emerging companies and management must carefully determine the best way to combine the core competencies within a firm‘s functional departments to provide the firm with the best opportunity for achieving and sustaining a competitive advantage in its chosen environment. Marks (2007) also posited that strategy is about the forest and the trees. It means taking a long-term view of what you are trying to accomplish, integrating the dynamics specific to a particular company and to its industry, developing a set of initiatives to achieve a particular future position, and then distilling it down into bite-size activities and actions, that in an appropriate sequence, allow you to meet your objectives. Strategy is the set of decisions defining the activities that positions your company advantageously relative to your rivals. According to Mintzberg(1990) Strategy is the determination of the purpose (or mission) and basic long-term objectives of an enterprise, adoption of course of action and collection of resources necessary to achieve their aims. Marks (2007) opined that growth is a key goal and objective for emerging companies and management must carefully determine the best way to combine the core competencies within a firm‘s functional departments to provide the firm with the best opportunity for achieving and sustaining a competitive advantage in its chosen environment. He also posited that strategy is about the forest and the trees. It‘s taking a long-term view of what you are trying toaccomplish, integrating the dynamics specific to a particular company and to its industry,developing a set of initiatives to achieve a particular future position, and then distilling itdown into bite-size activities and actions, that in an appropriate sequence, allow you tomeet your objectives. Strategy is the set of decisions defining the activities thatpositions your company advantageously relative to your rivals. Porter (2008) defines Strategyand his perspective below: ―Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value. Given Porter‘s comments, this paper would like to suggest that strategy for an emerging growth company is generically two pronged: (1) having a defined plan to address the fundamental issues discussed in the previous section concerning crossing the chasm, and (2) having a understanding of your market, its needs, and your defined position and activities to perform as good if not better than your competitors. Strategies must be implemented effectively in order to enhance the key performance indicators organisation-wide. Oluwasanya (2011). According toWheelen and Hunger (2004)strategies ―are scheme methods manoeuvres which management hope to deploy in order to move the organization from its present recognizing that during the intervening period in the environment. Empirical evidence suggests that entrepreneurs in emerging firms plan in a way tha is quite different from the standard textbook approaches (McCarthy, 2003). In the multitude of SMEs, not top management teams, but the entrepreneur himself is the enterprise‘s main strategist and decision maker, developing the vision, mission and strategies, and also implementing them (Analoui&Karami, 2003). Strategic decisions reflects the subjective orientations and attitudes of the entrepreneur.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study impact of product planning and development on organizational survival (a case study of Nigeria brewery plc)
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on impact of product planning and development on organizational survival. 200 staff of Nigeria brewery plc, Lagos was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain impact of product planning and development on organizational survival (a case study of Nigeria brewery plc)
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of product planning and development on organizational survival
Summary
This study was on impact of product planning and development on organizational survival (a case study of Nigeria brewery plc). Six objectives were raised which included: To examine the reasons why some company’s products do not last longer in the market, while in the midst of other similar products, which exist in a stiff competitive market, to examine the various marketing strategies currently been used by the brewery companies for the new products, to analyze the extent of effectiveness of these strategies in terms of consumer’s satisfaction and patronage, to evolve and effective marketing strategy for the new product that will ensure increase patronage, to analyze problems encountered by marketers, to ascertain the relationship between product planning and organizational survival. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Nigeria brewery plc, Lagos. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up HRMS, production managers, brewers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Frequent changes in customers’ performance necessitate the need for product planning and development to satisfy the utmost desire of customers.
Recommendation
– Breweries should always analyze their environment through research in order to identify new market opportunities to develop appropriate products to meet the changing needs and wants of customers.
– Breweries should ensure that the quality of their products meets the expectation of their customers in the local and international markets since their product quality is a strong and significant factor in the firms’ marketing strategy and performance.
REFERENCES
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