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
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 102.1 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 273.1 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 334.1 Data presentation and analysis 33
4.2 Test of hypothesis 43
CHAPTER FIVE
5.0 Summary of findings, recommendation and conclusion 545.1 Summary of findings 54
5.2 Recommendations 55
5.3 Conclusion 56
Bibliography 58
Appendix 61
