IMPACT OF MARKETING LOGISTICS ON CORPORATE PROFITABILITY IN THE BREWERY INDUSTRY
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IMPACT OF MARKETING LOGISTICS ON CORPORATE PROFITABILITY IN THE BREWERY INDUSTRY
ABSTRACT
The study on the effects of marketing logistics on corporate profitability in the industry (case study of NBPLC, ENUGU IC) was conducted with the following objectives:
To determine whether consumers are pleased with the marketing logistics techniques used by Nigeria Brewery Plc Enugu.
To provide ideas and suggestions for addressing and alleviating identified distribution challenges.
In order to attain the aforementioned objectives. Three sets of questionnaires were produced and distributed to the population of NB plc Enugu employees, distributors, and customers. An intensive literature review was also undertaken.
The sample size for the study was calculated using Topman’s formula. The questionnaires were analysed using frequencies and percentages, and the hypotheses were tested using chi-square and statistical methods.
The analysed data and tested hypotheses revealed the following.
– That marketing logistics, as implemented by NB Plc Enugu, increases client patronage and has a beneficial impact on the company’s corporate profitability.
– That marketing congestive is a vital weapon for not only fighting competitors but also increasing the company’s market share.
Based on the findings, the following recommendations were made.
– NB Plc Enugu should also provide excellent and efficient service to its clients.
– The instance organisation should regularly analyse the marketing environment to ensure the sustained relevance of its marketing strategy system, in serving the market efficiently and effectively for enhanced corporate profitability.Chapter one
1.1 Introduction.
Modern marketing is concerned with the performance of actions that identify and meet the demands of customers in society through the exchange process. Its primary focus is on how to meet the defined requirements of people in a society.
The new orientation in marketing discipline has necessitated a search for various ideas, concepts, and contributions from other older disciplines that can aid in accomplishing the objective of consumer happiness.
Marketing logistics is one of the disciplines that has paved the way for marketing to become a multidisciplinary quasi-science.
According to Olakunori (1999:6), logistics has grown in popularity since 1950, when it first entered the marketing mix. This is due to its significant contributions to marketing’s fulfilment of its primary goal of consumer satisfaction.
Okakunoni (1999:7) cites Ballow (1973:6), who defines marketing logistics as the planning, organisation, and control of all moveable activities that facilitate product flow from the point of raw material acquisition to the point of final consumption,
as well as the attendant information flows, with the goal of providing a sufficient level of customer service (and associated revenues) consistent with the cost incurred for overcoming the resistance of time and space in providing the
Ani (1998) believes that marketing logistics is concerned with the physical conveyance of goods. It focuses on two main activities.
– Movement of commodities from one location to another, including storage as needed.
– The relationship between client demand and the availability of goods to meet it.
Marketing logistics ensures that the activities of material management and physical distribution are fully linked and handled effectively and efficiently, resulting in cost savings and increased customer satisfaction.
Olakunoni (1999:11) quotations Ballow (1973:6) highlighted that logistics activities are fundamentally the same whether undertaken in military marketing, urban transit, communication, or government settings.
They often entail the design, implementation, and control of the desired flow aim at the appropriate time and condition or state. Each field is relevant to others.
He observed that marketing logistics is currently attracting increased attention from scholars. This is due to its key role in production and marketing.
It supports the effective movement, storage, and control of materials and completed items, hence providing the much-needed time, location, and possession utilities for consumer pleasure.
The importance of marketing logistics in an organisation such as the brewery business prompts the researcher to conduct a thorough examination of the impact of marketing logistics on corporate profitability, with a particular focus on Nigeria Brewery NBC Enugu.
1.2 Statement of the Problem
Marketing logistics is a critical part of marketing that provides time, location, and possession utilities to ensure consumer pleasure. However, implementation of this critical part of marketing in the beer business leaves much to be desired.
It has been noted that breweries are unable to efficiently distribute their products to their numerous customers within the Enugu metropolis. This has had a negative impact on consumer purchasing behaviour.
Other reasons that may have a negative impact on the industry’s marketing logistics include product shortages and an increase in Christmas in some distant parts of Enugu.
Ineffective marketing logistics have also resulted in high product prices in places remote from the production or depot. When these products are accessible, there are often insufficient quantities. All of these issues have influenced client behaviour.
1.3 Objectives of the Study
The goal of this study, among other things, includes:
The purpose of this study is to analyse how marketing logistics affect brewery profits.
The purpose of this study is to evaluate the impact of brewing industry marketing logistics on product availability.
To examine if the brewery’s distribution method increases customer patronage.
Identify the causes of soft drink scarcity in Enugu.
Determine if soft drinks are accessible at the appropriate time.
Ø Determine if soft drinks are of appropriate quality.
Provide solutions and suggestions to address marketing logistics issues.
1.4 Formulation of the Hypothesis
Hypothesis I.
Ho: The marketing logistics used by NB PLC stimulates consumer purchases of their products.
Hello: the marketing logistics used by NB PLC enhance consumer patronage.
Hypothesis II.
Ho: The marketing logistics employed by NB PLC resulted in improved market share for the company.
Hello: NB PLC’s marketing logistics strategy increased the company’s market share.
Hypothesis III.
Ho: NBPLC’s marketing logistics are ineffective in competing with other companies.
Hello: NBPLC’s marketing logistics assist the company fight competition.
Hypothesis IV
Ho: NB PLC’s marketing logistics practices have no positive impact on its profits.
Hello: NB PLC’s marketing logistics technique has a good impact on their profits.
1.5 Scope of the Study
This study on the impact of marketing logistics on corporate profitability in the brewery industry focused on Nigerian brewery operations in the Enugu metropolis.
1.6 Significance of the Study
From an economic standpoint, manufacturing is not complete until the commodities and services reach the hands of consumers. This sudy will assist both the brewery industry and the case organisation. The study will assist them in planning their marketing logistics so that they may efficiently service their clients at a lower cost.
It will function as a document repository for readers and scholars interested in writing about a connected subject. Consumers of soft drinks will also profit.
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