ABSTRACT
Product planning
distribution and management in an organiztion are very vital in the production
and distribution of very manufacturing organization. Before ever a
manufacturing company should come out with a good quality product, it must
undergo many processes, from planning for either short range or long, fore
casting doing market research and consumer survey, protesting the product and
introducing the product to the market through different channels of
distribution. The aim of this study is to describe how the Nigeria bottling
company plc, Enugu is really involved in the process of product planning,
distribution and management. This is done by gathering information from certain
problems usually associated with product planning, and proposing remedial
measures after revealing areas of problem. The question in the
questionnaire were based on the research question s developed for this purpose
while analysis were made using the chi-square (x2) test and percentage from here a discussion of the findings,
recommendation and conclusion were made by the researcher. It is hoped
that this will aid managers in planning, distribution and managing the their
products by taking effective and efficient decisions in these important
decision areas. For examples the company should recruit highly staff and
give them adequate training.
TABLE OF CONTENT
CHAPTER ONE
INTRODUCTION
1.1 Background
of the
Study
1.2 Statement
of the
problem
1.3 Objective
of the
study
1.4 Research
Questions
1.5 Scope
of the
Study
1.6 Limitation
and
Study
1.7 Significance
of the
Study
1.8 Definition
of
Term
CHAPTER TWO
LITERATURE REVIEW
2.1 Meaning
of
Product
2.2 Product
Classification
2.3 Product
Planning and Product
Development
2.4 Design
Areas in Product
Planning
2.5 The
Function of Product
Planning
2.6 New
Product
2.7 Planning
for New
Product
2.8 The
expanding duties of the Product
Manager
2.9 Production
Attributes
2.10 Product Positioning
2.11 Physical
Distribution
2.12 Physical
Distribution
Objective
2.13 Distribution
Channels
2.14 Selection Channels
of
Distribution
CHAPTER THREE
RESEARCH DESIGN AND
METHODOLOGY
1.1 Research
Design
1.2 Area
of
Study
1.3 Population
of the
Study
1.4 Sample
and Sampling Procedure
s
1.5 Instrument
for Data Collection
1.6 Validity
of the
Instrument
1.7 Reliability
of the
Instrument
1.8 Methods
of Data
Collection
1.9 Method
of Data
Analysis
CHAPTER FOUR
DATA PRESENTATION AND
ANALYSIS
4.1 Presentation
and Analysis of
Data
4.2 Data
Analysis
4.3 Summary
of
Results
CHAPTER FIVE
DISCUSSION
RECOMMENDATION AND CONCLUSION
5.1 Discussion
of Results
5.2 Implication
of the Research Findings
5.3 Recommendations
5.4 Suggestion
for further Research
Bibliography
Appendix
INTRODUCTION
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
A product has been
defined by the American marketing association as any thing that can be offered
to a market for attention, acquisition or consumption including physical
objects, services, personalities, organization and desires.
A product as defined by
stanchion in fundamentals of marketing. A product is a set of tangible and
intangible attributes that leads to customer satisfaction. Product planning
embraces all the activities that enable a company to determine what product it
will market.
Management deals with
all those who have supervisory responsibility ranging from the chief executive
down to the first line supervisor, in this case, management is regarded to as
box, that is those who direct the work of others and their own through their
own offers and efforts of others thus, product planning and management,
comprises all the activities that enables a customers wants and need
respectively.
This involves the
process of effectively planning and regulating the operations of that part of
enterprises which is responsible for the actual transformation of materials
into finished products. This includes all the activities required. In storage
and distribution of the company’s goods.
This addresses the
questions of.
a. Which type of
channels a seller should select for his product.
b. Which particular
middlemen include in each channel type and.
c. How to
management distribution system for effective performance. The company or firm
should know the degree of channel control desired, by controlling the channel,
the producer attempts to ensure that this product will receive the necessary
sales push as well as any other essential elements needed to present the
product properly and satisfy and customers.
The company of firm
should make necessary effort to control the quality of the product.
Product
quality- the quality level to be built into the product
is a conscious decision to be made by the manufacture. A higher quality product
normally is more costly to product than a lower quality one and so commands a
higher price on the market. The quality level decision therefore should be
related to the price range that will be attractive to the mainstreams of
potential buyers, quality is multifaceted. It relates to, or depends on. Such
factors as the quality of raw materials used the production process itself,
quality controls during production packaging or dressing of the product, price
of the product, the environment in which the product is displayed for buys, the
durability of the product is used and the buyers, expectation and appreciation
in general, product quality tends to be high to the extent that any of the
above factors is good or high as the case may be. The quality produced
has been in line with demand at a particular point in time, so as to fight
against out of stock and over stock. The company has to be watchful at
any point in time so as to know what type of product to be produced, when to
produce. How to produce, whom to produce for the (target market) and cloy such
a product is required.
According to Charles A.
Scheve and Reuben M Smith. The basic goal of product management is to ensure
that a product matches the wants and needs of consumers in its market. Then
many markets make the mistake of thinking that consumers feel and act as they
do and share their wants” invalid assumptions on the part of marketers. Results
to marketing failures previously, about one hundred years ago, there were few
producers. The sellers’ oriented type of market was prevailing consumers out
weighted the number of producers and little or no regards was paid to consumers
welfares.
Production concept of
marketing philosophy was prevalent. What ever was produced had to be consumed.
This goes to mean that the total produce concept is the entire set of benefits
the products provides to the consumers. No attention was paid to product
packaging, branding product quality and other important physical attributes of
a product.
As time went on, more
and more producers come into the market. This gave rise to conception among the
available producers consumption was based on good packaging brand image,
product quality convenient. This is known as product concept in marketing
philosophy. It is this situation that forced manufactures to spend time
in product packaging, labeling, branding etc.
Now due to advancement
in both technology and communication as will as production equipment introduced
into the circulation makes the market more complicated. This is the era that
brought about marketing concept. Here manufactures and producers first of all
is out to find really the needs and wants of consumers, then the most admirable
type colour, package design, branding and labeling that all best suit the
desire of the potential and actual consumers of the product.
Product planners must
try to match the firms resources lie when it is capable of producing with the
men, money, machines and materials and with the needs of consumers satisfaction
and highest company profits can be achieved with the limited resources
available,
Because of the
sophisticated nature of today’s Business, many tactics are being
applied by different companies to fight back competitions and to stand firmly
in the market. Many new products are constantly being introduced into the
market. Innovators are seriously doing their job; old and profitable
products are modernized while some are deleted out of the market. Companies use
specific and admirable packaging design, good branding and beautiful types of
labeling to distinguish their products from many in circulation. Similar
products in the market.
Historical Background of
Nigeria Bottling Company
Nigeria Bottling Company
limited is one of few multination organization that had is beginnings in
Nigeria from a small family owned operation at Inception we have growth to
become the predominant bottler of alcohol free beverages in Nigeria, respective
for the manufacture and sale of over 33 different coca-cola brands.
The Nigeria Bottling Company Limited (NBC) was in corporate in November 1951, a
subsidiary of the A.G. Leventis group with the franchis to bottle and sell
coca-cola products in Nigeria. Production began in 1953 at a bottling
facility in Ebute metta, Lagos over the years. Production capacity has
grown and its presently has 13 bottling facilities and over 80 distribution
warehouse located across the country.
Since, production started, NBC limited has remained the largest bottler
remained the larges bottler of non-alcoholic beverage in the country in terms
of sales volume, with about 1.8 billion bottler sold per year, making it the
second larges market in Africa.
Today, we are part of the coca-cola Hellenic bottling company (Coca-cola
Helleric) one of the coca-cola company’s larges anchor bottles worldwide.
Coca-cola Hellenic operates in 28 countries services more than 560million
consumers and with 2.1 billion unit cases sales in 2009.
Our company is driven by over, 6000 employees, a culture of passion for
excellence, sophisticated technology and the best distribution network in the
country with 13high performing bottling plants, over 80 depots and over 200,000
sales outlets nationwide, we supply some of the most ubiquitous and best known
brands including:
Coca- cola
Fanta
Sprite
Schweppes
Eva water
Five alive
1.2
STATEMENT OF PROBLEM
In most business
operations today the task of planning and managing a product is not an easy
one.
Emphasis is laid on the
problems associated with product planning distribution and management in an
organization in NBC PLC Enugu.
The company is having problems
in procuring raw materials. The reason is that.
a. The Federal
Government banned the importation of the base material-what?
b.
Local supplier does not always have enough to give
t he company.
c. The local
inputs have to be refined to bring them to the standard record by the company.
d. Transporting the raw
materials is a problem since the company does not have enough f town trucks.
e.
The raw materials are usually bulky.
The company is also
having problems in product planning and development.
The reason being that
the company exists in an economy strangled by hyperinflation and insecurity.
Consumers are now being very careful on what to spend for or consumer.
Another problem that the
company encounters is that of increased competitions from companies like 7 up
bottling PLC. The company’s competitors are having a high quality of product
often not much different from the NBC. Even where NBC gain in terms of quality
and diversification, other gain by more liquid content, as 7 up against sprite
and cheaper prices.
In the area of
distribution and product management, the company has insufficient number of
trucks and experiences bottle breakages and pilferages.
1.3
OBJECTIVE OF THE STUDY
This study is purely on
product planning, distribution and management. It aims at describing how NBC
PLC is really involved in these tasks. To do this the study is armed with
information gathered from extensive literature review as a base.
The main and primary
objectives of this study:
1. Is to define certain problems
usually associated with product planning distribution and management in NBC PLC
which require a proposal of remedial measure after reveal areas of the
problems, they will study.
2. Investigate on the areas
of the company’s procurement of raw materials use. How the company plans for
its products. How this product is developed.
3. To know how management and
workers take decision, what channel of distribution is used, and how are the
products managed from production to consumption.
It is also important to mention that this
research work is very vital in partial fulfillment of the award of ordinary
national diploma (OND) in the polytechnic IMT Enugu state.
1.4
RESEARCH QUESTIONS
For the purpose of this
study the following research question have been proposed by the researcher.
1. Do you have problems
in procuring raw materials used by your company?
2.
Do you plan for your product before production?
3. Do you encounter
certain problems in planning and managing your products?
4. Do you normally meet
up with demand during peak period?
5. How does distribution
cope with the distribution system of your company?
6. Do your products meet
a real need of consumers or do they complain of poor quality.
1.5
SCOPE OFD THE STUDY
This study covers the Nigerian Bottling company
PLC Enugu the producer of
i.
Coca-cola
ii.
Sprite
iii.
Fanta (Quinine and Orange)
iv.
Krest
v.
Tonic water
vi.
Chapman
vii.
Club soda
The researcher basing my
write up-on coca-cola which is the first product of the company when it started
production in 1963.
For NBC PLC, Enugu this
study is structured to consider product planning distribution and management in
an organization only.
1.7
SIGNIFICANCE OF THE STUDY
This write up is likely
to be beneficial to three parties particularly. The student (Writer). The
subject matter (Nigerian Bottling Company PLC Enugu) and the Institute of management
and technology (IMT) and probably the country in general. It is
beneficial to the write in the sense that it gives him opportunity to review
personally almost all that it exposed the writer to a very wide area f business
most especially during the cross of research and widened his knowledge. Also
with the opportunity provided by the research study, the writer having obtained
facts from research carried out will be privileged to express higher opinion
based on personal judgment on the subject matter (Nigeria Bottling Company PLC
Enugu) when the suggestions and recommendations provided by this study are
implemented this is it fault will reality the weaknesses identified during the
course of study. Also the exposure and awareness which this project will create
about (Nigerian Bottling Company PLC Enugu) could help in attracting different
categories of individuals and groups to come and invest in (Nigeria n Bottling
Company PLC Enugu as required by the Authority.
Finally, since it is
generally believed that examination alone does provides the true test of one’s
ability or knowledge the polytechnic could use this project work to measure the
performance and seriousness of the student or writer.
1.8
DEFINITION OF TERM
Because of the
misconception of product and the mis-positioning of products there is need to
explain some productions know how which few has been explained above.
Organization of
Branding: Organizing of the product
branding is a variable
product attribute. Branding considered as one aspect of product policy. It
seemed also to be a phase of promotional policy since it is a communication.
Brand policy issue center ground the question of whether to brand in the first place
and their whether to use individual product brand of a family or blanket brand.
The same brand far all the product in the line in there exist a problems of
whether to sell price brands.
Product
Positioning: Management ability to position a
product appropriately in
the market is a major determinant of company profit. According to William
Stanton. A product position in the image that product prefects is
relations to competitive products by the company in question William
Stanton goes on saying that the more to product positioning is an attempt by
business.
Physical
Distribution: This is the part of marketing that
addresses how product
are moved and stored. A physical distribution channel include intermediates
often not considered to be part marketing channel, such as transportation
companies public were house and insurance companies that participates and
the movement and a towage of products. These agent who do not take thrift to
actually own the goods they handle are referred functions is to facilities the
movement of goods.
Department | Business Administration and Management |
Project ID Code | BAM0282 |
Chapters | 5 Chapters |
No of Pages | 103 pages |
Methodology | Descriptive |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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