THE IMPACT OF MARKETING LOGISTICS ON CORPORATE PROFITABILITY IN THE BREWERY INDUSTRY

The study as the impacts of marketing logistics on the corporate profitability in the industry    (a case study of  NBPLC,ENUGU IC) was carried out with the following objectives:
    To determine if consumers are satisfied with the marketing logistics strategies adoption by Nigeria brewery plc Enugu.
    To offer solutions and suggestion on how to tackle and alleviate distribution problems identified.
    In order to achieve the   above objectives.  Three sets of questionnaire were prepared and administrate to the population comprising staff, distributors and customers of NB plc Enugu in addition, extensive literature review was conducted.
    The sample size for the study were determined using topmans formula.  Questionnaires collected were analyzed using frequencies and percentages, while the hypotheses were tested using chi-square and statistical tools.

    The analyzed data and tested hypotheses showed the following.
-    That marketing logistics as being adopted by NB Plc Enugu charges customer patronage and impacts positively on the corporate profitability of the company.
-    That marketing congestive is     an indispensable tool for not only fighting competitive but also increased market share of the company.
Based on the fings the following recommendations were made
-    NB Plc Enugu should also maintain good and efficient service to its customers.
-    The case organization should continuously monitor the marketing environment so as to ensure continued relevance of it's marketing cogitics system, in serving the market efficiently and effectively for improved corporate profitability   

Title page                                         ii
Approval page                                     iii
Dedication                                         iv
Acknowledgement                                 v
Abstract                                         vi
Table of contents                                     viii

CHAPTER ONE
1.1    Introduction                             1
1.2    Statement of the problem                        4
1.3    Objectives of the study                         5
1.4    Formulation of hypotheses                     
1.5    Significance of the study                         7
1.6    Scope of the study                             8
1.7    Definition of terms                            9

CHAPTER TWO         
2.0    Review of related literature                     10
2.1        Overview of marketing logistics                 10
2.2    components of marketing logistics                12
2.3    Transportation                             14
2.4    Distribution                                 17
2.5    Inventory management                         18
2.6    The place of logistics is marketing                 20
2.7    The impact of marketing logistic on corporate profitability. 24   

CHAPTER THREE
3.0    Research  methodology                         27
3.1        Research design                            27
3.2    Population of the study                         27
3.3    Sampling technique                         27
3.4    Determination of sample size                     28
3.5    Research instruments  used                     30
3.6    Limitation of the study                        32

CHAPTER FOUR                        
4.0    Presentation, Analysis & interpretation of data         33
4.1        Data presentation and analysis                     33
4.2        Test of hypothesis                             43

CHAPTER FIVE      
5.0    Summary of findings, recommendation and conclusion     54
5.1        Summary of findings                         54
5.2    Recommendations                             55
5.3    Conclusion                                 56
Bibliography                             58
Appendix                                  61