The research study evaluated the impact of competitive marketing on the performance of multinational and indigenous food and beverage manufacturing companies in Nigeria. The study investigated how these companies utilized marketing orientation and practices, organizational structure and strategy , marketing strategies on acquisition of market shares, usage of marketing mix elements on returns on capital employed, and how the competitive use of these variables influence the perception of consumers. The research study was developed around the theories of connectionist, personality, innovation diffusion, and cost structure and business performance. These variables were used to evolve a detailed analysis of issues relating to product quality, organizational structures and management theories. Theoretical models were reflected and used in developing five different hypotheses that were investigated through the survey of forty multinational and one-hundred and twenty indigenous foods and beverage manufacturing companies which were respectively randomly selected. Copies of well structured questionnaire were administered to companies sampled. The validity and reliability of the instrument were measured at Cronbachâ€s alpha of 0.69 and alternative form validity of 0.62. Five hypotheses were raised and tested at 0.05 significant levels. The findings revealed that marketing orientation adopted by multi-national companies (MNCs) yielded better performance than those of indigenous companies (INCs), the structure/strategy adopted by MNCs yielded better performance than those of INCs, marketing strategies adopted by MNCs yielded more market shares than those of INCs, MNCs use of elements of marketing mix yielded higher rates of returns on capital employed than that of INCs, and competitive use of these 4Ps for consumers†perception by MNCs yielded better performance compared to that of indigenous counterparts. The conclusion from the research findings showed that indigenous companies were unable to compete favourably because of their limited financial resources. It was recommended that indigenous companies should adopt competitive marketing, functional structure and strategy, with five marketing divisions, competitive use of elements of marketing mix, and embark on the production of food and beverages for export.
TABLE OF CONTENTS
Title page - - - - (i) Certification - - - .(ii) Declaration - - - (iii) - . Dedication - - - - - .(iv) Acknowledgement - - - .. (v-ix) Abstract - - - ..(x) Table of Contents - - - - ..(xi-xv) List of Tables - - .(xvi-xviii) List of Figures - - - - - .(xix) List of Charts - - - - (xx) List of Appendices - - - .(xxi) List of Models - - ..(xxii) List of Abbreviations - - ..(xxiii) Chapter One: Introduction - . 1 1.1: Background of the Study - - .1 1.2: Statement of the Research Problem. 3 1.3: Objectives of the Study - .. 7 1.4: Research Questions - - - .7 1.5: Research Hypotheses - - 8 1.6: The Significance of the Study - - 9 1.7: Operationalization of Research Variables - ..10 1.8: Scope of Study - - - ..11 1.9: Limitation of the Study - - ..12 1.10. Definition of Operational Terms - 13 1.11: Organization of the Study - - .14 1.12: References. 16
Chapter Two: Literature Review.. 19 2.1: Introduction - ..19 2.2: Conceptual Framework - - ..19 2.2.1: Competitiveness in Marketing System - 21 2.3: Types of Marketing Functions - - - 23 2.4: What is Competitive Marketing ? - ..26 2.5: Companyâ€s Organizational Structure/Strategy - 57 2.6: Multi-national Companies†Operations - 67 2.6.1: Employment Effects of MNEs by ILO - 71 2.7: Importance of Marketing Strategies - .79 2.8: Competitive Analysis - .. 90 2.9: Competitive Advantage - - ..91 2.10: Developing Marketing Strategies - - ..92 2.11: Conventional and New Elements of Marketing Mix - ..94. 2.12: Companyâ€s Image for Good performance - .. 107 2.13: Global Categorization of Food and Beverage Products.108 2.14: Theoretical Framework - - ..109 2.15. Corporate Differenciation - - .109 2.16.2 Marketing Base Theory of Personality - - 109 2.17: Some Theories on Organizational Structure and Strategies - 110 2.18: Theories on Strategies - - ..112 2.19: Gap in Literature - 118 - 2.20 References - ..121
