MARKETING MANAGEMENT; AN INDUSTRIAL PERSPECTIVE:
ABSTRACT
The Nigeria Textile Industry has been bedeviled by a number of problems in recent years. In an attempt to analyse these problems this research used Arewa Textiles Pic, one of the major players in the Industry, as a reference point. Based on the review of literature, the study was conducted to examine how Arewa Textiles Pic, Kaduna, understands and applies marketing management function in its operations. The findings of this research study through the administration of questionnaire and oral interviews of some management staff of the company, its distributors, dealers, agents and retailers show that Arewa Textiles has some deficiencies in the marketing management functions of its operations. In addition, the study reveals that other factors which includes competition from cheaper and superior imported/smuggled textile materials, rising costs of labour and raw materials, unfavourable government policies, insufficient credit facilities among others are responsible for the present unfavourable business climate. In the light of the findings, a number of useful recommendations were made: That the company should undertake an extensive review, replacement and modernisation of its machinery and equipment to enhance product quality and competition in the textile industry; To embark on product diversification in favour of ready-made garments and knitwear materials; To maintain an effective and efficient technical and market intelligence units in order to compete favourably with imported/smuggled textile materials; That government should embark on cotton improvement scheme to facilitate the provision of high quality seeds and other inputs to cotton farmers as well as an effective cotton grading system to guarantee the quality of cotton that goes to the market; And that people in leadership positions should demonstrate the desireability of patronising locally produced textile materials by their appreciation and public use of locally produced textile materials in their dressing, house furnishing, among others.
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
MARKETING MANAGEMENT; AN INDUSTRIAL PERSPECTIVE:
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