ABSTRACT
Kaduna Refining and Petrochemical Company (KRPC) limited's Tin and Drum Manufacturing Plant was commercialised in 1987 due
to dismal performances, with the objective of optimum returns on investments. Thus far, this has not been achieved. The highest
capacity utilised was 44% in 1991 with net income (before taxes) of #10.58 million.
The objective of the study is to identify the present marketing practices that hinder the plart's viability and develop a strategic marketing policy that can turn the plant's fortunes around.
A Marketing Audit was carried out to identify the present marketing practices. The audit showed that there is a favourable
marketing environment but no integrated marketing organisation in place. Also there is no sound marketing strategy and clear goals to guide planning. There is virtually no marketing function performed and no marketing system for planning and control
purposes.
A marketing policy is recommended that encompasses identity policy - the company's marketing theme and culture, and direction policies - strategy and leadership. The direction policies details for the plant a customer philosiphy, an integrated marketing organisation with the supporting marketing systems in
place and the optimum mix of the marketirg elements. Also recommended is the steps to be implemented to improve performance.
