STRATEGIC MARKETING PLANNING AS A MEANS OF ACHIEVING INCREASE IN MARKET SHARE IN THE COMPETITIVE MARKET
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STRATEGIC MARKETING PLANNING AS A MEANS OF ACHIEVING INCREASE IN MARKET SHARE IN THE COMPETITIVE MARKET
ABSTRACT
Consumer happiness serves as the economic rationale for every business’s existence. As a result, any business that wants to exist, survive, and expand must have a strategic strategy. So, this research focused on strategic marketing planning as a strategy of increasing market share in a competitive market. (A case study of Nigerian Breweries Plc, Aba).
In this study, we treated these headings as follows. The problem statement leads to an increase in the competitive market for Nigerian breweries. As a result, the researcher is interested in learning about the factors that contribute to gaining a competitive market share. The study’s aims demonstrate that it aimed at:
(a) Determine the causes behind the product.
(b) Identifying ways to improve products so that they can withstand the test of time.
(c) Understanding the significance of marketing strategy in the organisation.
(d) Determine whether any rivals are performing better than Nigerian Breweries Plc.
(e) Providing the appropriate recommendation.
The approach is defined as the systematic collection, recording, and analysis of data about issues or opportunities in any field of endeavour for decision making.
After identifying the research work and reviewing the relevant literature, this section describes how the study was carried out and how the data was analysed.
Some of the fallacies employed include research design, data collection sources/methods, population and sample size, sample methodology, measurement instrument validity and reliability, and data analysis method.
The findings from table draw 13 of our data analysis; the answer to the query was clearly indicated through the varied response rates shown, which often focused on Nigerian breweries.
Advertising has no positive impact on client demand for their items. The study’s conclusion is based on its results, analysis, and interpretation. It is important to highlight that the variables around which strategic marketing planning revolves should be carefully researched and implemented in order to meet any company’s goals.
The recommendations are that the company and the entire industry should always be aware of their competitors’ strategies, strengths, and weaknesses, as well as where they exercise better sustainable competitive advantage to enhance effective strategic of the organisation,
in order for the organisation to determine the extent of its performance in comparison to its established standards so as to quickly correct any deviation notified, which should be done on a regular basis.
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