A CRITICAL ANALYSIS OF THE MARKETING STRATEGIES OF NORTHERN NIGERIA FLOUR MILLS LTD. KANO.
Abstract
The marketing strategy adopted by any firm has a fundamental effect on the performance of that firm. This study investigated the extent to which the performance of Northern Nigeria Flour Mill Ltd. has been influenced by the strategy It has adopted in the past five years. Use was made of both primary (through questionnaires) and secondary (published reports data obtained from the company. It was found that, the effective performance of the company has indicated by the profitability ratios namely, i. Gross Profit Margin Ratio ii. Net Profit Margin Ratio and iii. Earning Power Ratio, over the period covered (1962 – 86). This performance has been due mainly to the following strategies adopted by the firm. 1. Product Strategies:The firm uses several product strategies to communicate their product offerings to the consumers. They insistantly improve their packing and branding of their products. Also more product lines were introduced to trade up their existing products. ii. Pricing Strategies. Their pricing policy has been mainly determined by (Productivity Prices and Incomes Board) the government and have used cost plus mark-up level determined by the company as a profit target. iii. Promotion Strategies Presently, their promotional activities has been very limited because of the adequate demand for their products. Evidence abundant, nevertheless, that more promotional efforts will be required to “fall in” more sales in the nearest future. iv. Distribution Strategies Their current distribution strategy is that of selective strategy and narrow distribution channels strategy as discovered from the analysis. Hence the company is presently able to meet the targeted sales from their current target market. Based on the above, recommendations were made to enable the company cope with the foreseable contracting-demand for the company’s product in the future. The company has also been advised to place more emphasis on their marketing department as increased performance in terms of sales to total assets cannot be achieved without strategic marketing developed and implemented and the marketing department well situated within the organinational structure of the company.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
A CRITICAL ANALYSIS OF THE MARKETING STRATEGIES OF NORTHERN NIGERIA FLOUR MILLS LTD. KANO.
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