This study was carried out to determining the effectiveness of
product planning and management. A study of Nigeria Breweries (NBL) Plc,
Enugu. The main objectives of the study include. To
find out how effective and strategy has been to the company. To find out the
various department involved in product planning and management company
encounter in getting these process right. The survey research design was
used in carrying out the study in which a sample size of 70.90 was drawn from
the total population of 120 for staff, and sample size of 150 was drawn from
the total population of 240 for distributor and retailers, and also sample size
of 300 was drawn from the total population of 1200 for customers within Enugu
metropolis. Table were used in presentation in data which the chi-square (X2) non parenetic statistical test was used
in data analysis. In testing of the hypothesis the researcher came out
with the following findings. NBL plc has a formal process in product planning
management Effective product planning and management has contributed largely in
positioning of the company product. NBL plc does encounter problems in its
product planning and management process. Based on these finding, the research
recommend that: Research should be carried out on consumer taste and choice before
product planning development is embarked upon. Staff occupying strategic
positions should be adequately trained. More corporate social responsibility
program should be done by the company especially to higher institutions within
the state and that are is neighbouring state.
1.1 Background of the
1.2 Statement of the
1.3 Objective of the
1.4 Scope of the
1.6 Formulation of Hypothesis
1.7 Significance of the
1.8 Limitation of the study
1.9 Scope Delimitation of the Study
Review of related
2.1 Meaning of a Product
2.2 Dimensions of Products
2.3 Product Classification
2.4 The Function of Product Planning
2.6 Planning for New Products
2.7 New Product Development
2.8 Product Life Cycle Management
2.9 New Product and Services Decision
Product Pricing Strategies
of Nigeria Breweries Plc
DESIGN AND METHODOLOGY
3.1 Research Design
3.2 Area of Study
3.3 Population of the
3.4 Sample and Sampling Technique
3.5 Instrument for Data Collection
3.6 Method of Data Analysis
analysis, and interpretation
4.1 Presentation, Analysis, and
4.2 Data Analysis
1.1 BACKGROUND OF THE STUDY
A product according to
Kotler and Armstrong (2004:276) is anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy a want or need.
Products include both tangible and intangible goods.
According to stanchion
(2005:85) product refers to tangible and intangible goods that lead to
customer’s satisfaction. Product planning entails the
activities that enable a company to determine what product it will market and
how it will be marketed. Management
involves getting things done through and with people. Put together
product. This involves process from planning to production (Moore, 2003:5).
A successful product starts with a good
plan, and this entails building and executing program that whill help in
pushing or pulling customer to the products given the rapid changes in consumer
tastes, technology competition, companies must develop a steady stream of new
product and services.
According to Kotler and
Keller (2004:315), a new product development in a company can be obtained
through acquisition by buying a whole company a patent or a license to produce
someone else’s product. While the other is through the company’s own research
and development departments. It is possible for a market
leading companies like Nigerian Breweries (NBL) PLC to capture customers and
market demand, manage a technology road map and continuously monitor its
product performance in order to be market focus and assume target effort
through effective product planning and management which enable it put more
emphasis on the front and of the product development life cycle. (www. Siemen.
Com). Product planning and management help company’s especially highly
competitive industries to resolve issues relating to the marketing and market
for a product. According to Schewe (2001:185), the basis goal of product
management is to ensure that a product matches the want and needs of consumer
in its market. Product planning and development personal need to be directly involved
in understanding customer needs. According to Kenneth (2007:135), this may
involve visiting or meeting with customers, observing customer using or
maintaining products, participating in focus group or rotating development
personnel through marketing, sales or customer support functions. This direct
involvement provide a better understanding of customer needs, customer
environment and product use, and provide a better perspective for development
decisions. A good product planning and management should be responsible for a
single product or group of products. It involve coordinating the
following activities product development, market research, sales advertisement.
With the on going
competition the beer drink industry basically between the two major beer drink
manufactures, Nigeria Breweries Plc and Guinness Nigeria PLC, the only way to
still remain relevant in the market is through effective product planning and
management which entails constant product innovation, marketing research product
modification and monitoring of product market life cycle (PMLC) (Achison, 2002:
Company Profile of Nigeria Breweries Plc
Niger Breweries PLC, the pioneer and largest brewing company in
Nigeria was incorporated in 1946 in June 1949, the company recorded a landmark
when the first bottle of star lager beer rolled of its Lagos Brewing bottling
lines. This first brewing in Lagos has a undergone several optimization process
and as at today boasts of the most modern brew house in the country.
In 1957, the company
commissioned its second brewery in Aba, Kaduna brewery was commissioned in 1963
while Ibadan Brewery came on stream in 1982. In 1993, the company acquired its
fifth brewery In Enugu. In October 2003, a sixth brewery, sited at Ameke, in
Enugu state was commissioned and christened AMA brewery. Ama brewery is today,
the biggest and most modern brewery in Nigeria.
In October 2011,
Nigeria Breweries acquired majority equity interests in sonar systems.
Associated Business management limited and life Breweries limited from Heineken
N.V. This followed Heineken’s acquisition of controlling interests in five
breweries in Nigeria from soda group in January 2011.
Sonar systems two breweries in of a and Kaduna, and life
Breweries in Onitsha have now become part of Nigerian Breweries plc, together
with the three brands. Goldbery lager, maltaGold and life continental larger.
The from the humbly beginning 1946, the Nigerian Breweries now has
eight operational breweries to all parts of Nigeria, in addition to the ultra
modern malting plant in Aba and Kaduna.
Niger breweries, Plc
has a rich portfolio of higher quality” Star larger Beer, the first in its
portfolio, was launched in 1949, this was followed by Guilder lager beer in
1970; Maltina the nourishing malt drink, was introduced in 1976, followed by
legend Extra stout in 1992. Amstel Malta was launched in 1994 while Heneken
lager beer was launched in 2005, while Fayrous was launched in 2006. In 2007,
the company introduced star, Heineken and Amstel Malta in cans.
In 2011, the company
sold a total of 29 stock keeping units (SKU’s) including climas Energy drink as
well as Goldberg larger, Malta Gold and life continental larger which became
part of the family in October 2011.
Chart of the NBL (Plc) Enugu
The above chart is the organigram of NBL PLC Enugu indicating
various department of the plant (Enugu) under study.
1.2 STATEMENT OF PROBLEM
The task of
planning and managing a product in any manufacturing organization is one strenuous
task which requires strict adherence to professionalism. Many companies have
recorded huge failure especially in marketing and monitoring of the product
performance, while others have eventually dominated their various industries of
operation due to their effective product planning and management
Product planning and
management involves coordinating all the various departments in order to get
the right product to the ever changing market demand. The Nigeria Breweries
(NBL) PLC in trying to plan and manage it various product lines faces
difficulties from both its internal and external environment. These internal
environment include, staff, resources, finance while the external environment
involves, government suppliers of raw materials industrial rivals Guinness
Nigerian company PLC.
The research work
intend to determining out how effective product planning and management has
beer to Nigeria Breweries (NBL) Plc and how will these processes are been
1.3 OBJECTIVES OF THE STUDY
The study is solely on the determining the effectiveness of
product planning and management to Nigeria Breweries company (NBL) PLC.
Other objectives include:
find out how effective this strategy has been to the company.
identity the various department involves in product planning and management
find out the major obstacles, the company encounter in getting these processes
make useful recommendation in line with the various finding.
1.4 SCOPE OF THE STUDY
This study which is
titled determining the effectiveness of product planning and management.
A study of Nigerian
Breweries (NBL) Plc will focus solely on the management, staff and other
distributor in Nigerian Brewery.
1.5 RESEARCH QUESTIONS
The study will give answers to the following questions.
NBL Plc have a formal product planning and Management process it products?
good product planning and management helped in position the company?
is the contribution of its research and development department in this process?
are the factors hindering the efficiency of product planning and management in
1.Apart from effective product planning and
management what other factor has contributed to the growth of NBL Plc.
1.6 FORMULATION OF HYPOTHESIS
For the purpose of the
research question, the following hypothesis will be formulated and tested to
prove their validity.
NBL PLC does not have formal process for product planning and management.
Hi: NBL PLC does have formal process for product planning and
effective product planning and management has not contribution little in
position NBL PLC product.
Ho: effective product planning and management has not contribution
little in position NBL PLC product.
NBL PLC do not encountered problem in its product planning and management
Hi: NBL PLC do encounter problem in its product planning and
1.7 SIGNIFICANCE OF THE STUDY
As rightly observed by
Udeagha (2002:40) the success and failure of any business organization depends
to a very great extend on the marketability of its products, this entails
effective product planning and management. This is applicable to a company like
NBL PLC which is one major manufacturer of different ranges of drink which
include star, gulder, legend extra stout, Heineken, life beer, Goldbery larger,
Malta Gold, Maltina, Amstel Malt etc.
Against this background
the study would be of immense benefit to Nigeria Breweries (NBL) PLC and other
companies producing or manufacturing drinks, to academics, students, and
researcher and general publics.
NBL PLC will benefit
largely from the formation that would be provided from the study. Such
information will throw some light on the meaning and process of product
planning and management.
This study would also
identify some of the constraint militating against the achievement of effective
product planning and management. Companies facing similar problems would find
such suggestion very helpful and useful.
equally benefit from the information contained in this study. If not for any
other thing they could use the information to beef up and update their existing
knowledge on the subject of this study.
1.9 DEFINITION OF TERMS
1. Product: Anything
that can be affected to a market for attention, acquisition use or consumption
that might satisfy a want or need.
2. Product Planning: Activities
that enables a company to determining what product it will market and how it
will be marketed.
3. Product Development: A
strategy for company growth by offering modified or new product to current
4. Product Life Cycle (PLC): The course of a product
sales and profits over its time.
5. Product Line: A
group of products that are closely related because of their similarities.
6. Product Positing: The
way a product is defined by consumer or important attributes.
7. Product Management: The
activities that enables a company to determine what it will market in order to
satisfy customer wants and need respectively.
TERMS AND CONDITIONS APPLY
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