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

(A CASE STUDY OF NIGERIA BREWERY PLC ENUGU)

By

ONWUJEKWE VIVIAN E

Presented To

Department of Marketing

71 Pages 6,806 Words 151 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

Reference/Bibliography: YES 4,000 NGN PROJECT

ABSTRACT

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

TABLE OF CONTENTS

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

71 Pages 6,806 Words 151 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

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