IMPACT OF COMPETITIVE MARKETING ON PERFORMANCE OF MULTINATIONAL AND INDIGENOUS FOOD AND BEVERAGE MANUFACTURING COMPANIES IN NIGERIA

By

IBIDUNNI, OLANREWAJU SAMSON (MATRIC NO.: CUGP040117)

Presented To

Department of Business Administration and Management

ABSTRACT

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 Cronbach’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
11: Background of the Study - - 1    
12: Statement of the Research Problem 3  
13: Objectives of the Study - 7  
14: Research Questions - - - 7  
15: Research Hypotheses - - 8  
16: The Significance of the Study - - 9  
17: Operationalization of Research Variables - 10
18: Scope of Study - - - 11
19: Limitation of the Study - - 12
110 Definition of Operational Terms - 13
111: Organization of the Study - - 14   
112: References 16

Chapter Two: Literature Review 19  
21:    Introduction - 19
22:    Conceptual Framework - - 19
221: Competitiveness in Marketing System - 21
23:   Types of Marketing Functions - - - 23
24:   What is Competitive Marketing ? - 26
25:    Company’s Organizational Structure/Strategy - 57  
26:    Multi-national Companies’ Operations - 67
261: Employment Effects of MNEs by ILO - 71
27:    Importance of Marketing Strategies - 79
28:   Competitive Analysis - 90
29:   Competitive Advantage - - 91
210:  Developing Marketing Strategies - - 92
211: Conventional and New Elements of Marketing Mix - 94    
212: Company’s Image for Good performance - 107
213: Global Categorization of Food and Beverage Products108
214: Theoretical Framework - - 109
215 Corporate Differenciation - - 109
2162 Marketing Base Theory of Personality - - 109
217: Some Theories on Organizational Structure and Strategies - 110
218: Theories on Strategies - - 112
219:  Gap in Literature - 118 -  
220  References - 121
 
Chapter Three: Research Methods - 138
31: Introduction - 138    
32: Research Methodology - 138
33: Research Design - 139
34: Population of the Study - - 139
35: Sample Size Determination - - - 140
36: Sampling Techniques - - - 142
37: Sample Frame - - 143
38: Research Instruments - 143
39: Administration of Research Instrument - 145
310: Sources of Data - 146
311: Method of Data Presentation and Analysis - - 146
312: Validity of Research Instrument - 147
313: Reliability of Research Instrument148
314: References - 150
 
Chapter Four: Presentation, Analysis, and Interpretation of
Results - - 151
41:  Introduction - - 151
42: Analyses of Registered Members of  F&B companies in Nigeria -   152
43: Questionnaire Distribution/Response Rates, (MNCs/ICs) 153
44: Demographic and Socio-economic Characteristics of Respondents156 -
45: Summary of Companies’ Classifications, Respondents’ Location, &
  Kinds of Operations - - 158
46: Structural Presentation of Variables160
47: Summaries Means & Standard Deviations of Variables163
48: Test of Hypotheses (Summaries of Analysis of Variance) 171
49: Hypothesis One - 171
  Hypothesis Two - 174
  Hypothesis Three - - 175
  Hypothesis Four - 177 -
  Hypothesis   Five - - - 179
410: References -    181

Chapter Five: Discussion, Conclusion, and Recommendations - 182
51:  Introduction - 182  
52: Theoretical Findings - 182
521: Marketing Orientation and Practices 182  
    : Roles of Marketing - - - 182
    : Marketing Concept - - - 183
    : Marketing Environment - - 183
    : Market Segmentation - - 184
522: Organizational Structure - - 184
523: Marketing Strategies Adoptable To Acquire More Market Shares -    185
5231:Marketing Strategies Adoptable During Periods of Ample Supply of  
Products186
5232: Marketing Strategies Adoptable During Periods of Short Supply  
of Products Situation - - 186 -
524: Use of Product, Price, Place, and Promotion to Earn Returns on Capital  
Employed - - - 187    
5241: Growth of Company’s Profit Using Product, Price, Place and Promotion    188
53:Empirical Findings - - 189
531: Hypothesis One - - 189
532: Hypothesis Two - - 191
533: Hypothesis Three - 191
534: Hypothesis Four - - - 193
535: Hypothesis Five - - 195
54: Performance Indexes of Multi-national vis-à-vis Indigenous  
  Companies in Food and Beverage Industry in Nigeria (2001-2005) -    195
55: Conclusion - - - 196
56: Implications of the Findings - - - 198
57: Contributions to Knowledge - 200
58: Suggestions for Further Research - 201

BIBLIOGRAPHY -   209-229
= JOURNALS - 209-217
= BOOKS - 218-226
= INTERNET SOURCES -   227-228
= OTHER PUBLICATIONS -   229
 
Appendices -   230-242  
Appendix 1: QUESTIONNAIRE - 230-240   

LIST OF TABLES  Page(s)
Table 21:Market Driven Business viz-a-viz Internally Oriented Business - - 30
Table 22:Sun Tzu’s Six Varieties of Terrain - 87
Table 23:Sun Tzu’s Nine Varieties of Ground - 90
Tables24&5: Analysis of 7Ps of Marketing Mix -   101
Table 41:Registered Members of Food, Beverage, and Tobacco -   152
Table 42:    Harmonized Geographical Spread of Registered Food and Beverage Companies in Nigeria  153
Table 43:Questionnaire Distribution/Response Rates (Multi-national Companies) 154
Table 44 :    Analysis of Registered Indigenous Companies and their Percentage Contributions - 155
 Table 45:    Questionnaire Distribution/Response Rates of  (Indigenous Companies) - 155
Table 46:Demographic & Socio-economics Characteristics of Respondents 157 -
Table 47;    Perception of Respondents on  Kinds of Company & Position in  the Industry - - - 158
 Table 48:    Summary of Means and Standard Deviations of Marketing Roles of both Multi-national and Indigenous Companies163
Table 49:    Summary Means and Standard Deviations of Marketing Concepts of  both Multi-national and Indigenous Companies164
Table 410:  Summary of Means and Standard Deviations of Marketing  Environment of both Multi-national and Indigenous Companies  165
Table 411: Summary of Means and Standard Deviations of Market Segmentation of both Multi-national and Indigenous Companies166
Table 412: Summary of Means and Standard Deviations of Organizational Structures of both Multi-national and Indigenous Companies - 167
Table 413: Summary of Means and Standard Deviations Using Marketing mix Elements of both Multi-national and Indigenous Companies168
Table 414: Summary of Means and Standard Deviations of Marketing Strategies of  both Multi-national and Indigenous Companies During Period of Ample Supply of Products -   170
 Table 415: Summary of Means and Standard Deviations of Marketing Strategies of Both Multi-national and Indigenous Companies During Period of Short Supply of Products  171
Table 416: Mean and Standard Deviation of Marketing Orientation  Adopted by Multinational and Indigenous Companies’ in Relation to their Respective  Attained Performances - 172
Table 417: Summary of Analysis of Variance on Marketing Orientation and Practices Adopted and Performances Attained by Multi-national and Indigenous Companies respectively - - 172
Table 418: Means and Standard Deviations on Company’s Structures Adopted and Performances Attained by Multi-national and Indigenous Companies - - 174
Table 419: Summary of Analysis of Variance on Company’s Structure Adopted and Performance Attained by Multi-national and Indigenous Companies - 175
Table 420: Means and Standard Deviations of Marketing Strategies Adopted and the Extent of the Market Shares Attained by Multinational and Indigenous Companies’ Respectively -   176
Table 421: Summary of Analysis of Variance on Marketing Strategies Adopted and Attained Market Shares by Multinational and Indigenous Companies Respectively - - 176  
Table 422: Means and Standard Deviations on the Use of Marketing Mix Elements, and the Returns on Capital Employed by Multinational and Indigenous Companies Respectively - 177
Table 423: Summary of Analysis of Variance on the Adoption of Marketing mix in form of Product, Price, Place, and Promotion and Returns on Capital Employed by Multinational and Indigenous Companies Respectively - - 178
Table 424: Means and Standard Deviations of Corporate Image and Performances of Multi-national and Indigenous Companies Respectively - 179
Table 425: Summary of Analysis of Variance of Perceived Corporate Image and the Attained Performances by Multi-national and Indigenous Companies Respectively - 180
Table 51: Performance Indices of Multi-national and Indigenous Companies in Food and Beverage Industry in Nigeria: Comparative Analysis (2001 â€" 2005) - - 196


LIST OF FIGURES  

Figure 21:  Model of Literature Review on Competitive Marketing - 20
Figure 22: Modified 3-Stages of Evolution of Marketing in USA - 33
Figure 23:  The Marketing Concept - - 34
Figure 24:   Model of Marketing Concept - - - 36
Figure 25:   Model of Marketing Environment - 44   
Figure 26:   Specimen of Organizational Structure Relating to Multinational Organizations Involved in International and Export Business - 60
Figure 27:  Mother-Daughter Subsidiary Linkage Model - 62
Figure 28:  Specimen Company’s Organogram - 63
Figure 29:   Forms or Classification of Organizational Structure64  
Figure 210: Model of Small Businesses Characteristics71
 Figure 211:Model of Porter’s Three Generic Strategies80
Figure 212: Model of Defensive Strategies - - 83  
 Figure 213 The Five-Forces Model of Competition - 90
Figure 214 McCarthy, Jerome’ 4Ps of Marketing Mix95
 Figure 215: Market Share Development Tree - 104
Figure 216: Sub-Categories of Food and Beverage Products - 108
Figure 217:A Stage-by-Stage Diagrammatical Presentation of MNC Evolution   111   
Figure 218: Simplified Version of the Philips, Chang and Buzzel Model - 113
Figure 219: Roger’s Adoption/ Innovation Curve - - 117

LIST OF CHARTS  

Chart 1: Nature of Companies (Pie Chaet) - - 159
Chart 11:Types of Companies  (Pie Chart) - - 160  

LIST OF APPENDICES
Appendices - - 230-242  
Appendix 1: QUESTIONNAIRE -    230-242


LIST OF MODELS GENERATED BY THE RESEARCHER
 
21 : Model of Literature Review on Competitive Marketing - - - 20
210: Model of Small Business Characteristics -   71
216: Step-by-Step Diagrammatical Presentation of MNCs Evolution (Phataric Theory) - 111
 Models of Structural Presentations of Variables -    160
431 Marketing Orientation and Practices Model - 160
432 Organizational Structural Model - 161
43,3 Strategies Marketing Model -   161
 Summary Explanation on Model Specification - 162

LIST OF ABBREVIATIONS
  IMC    =  Integrated Marketing Communication
  F&B =  Food and Beverage Companies
  FAO    =  Food and Agriculture Organizations
  MNCs    =  Multi-national Companies
  INCs  =  Indigenous Companies
  R & D =  Research and Development
  QSRB    =  Quick Service Restaurant Business
  AMA    =  American Marketing Association
  DM=  Direct Marketing
  SWOT  =  Strength, Weakness, Opportunity, and Threats
  OPMIC  = Organizational Performance of Multi-national and Indigenous Companies  
  CMPMIC  = Competitive Marketing of Multinational and  Indigenous Companies
  ROCE    = Returns on Capital Employed
  AFBTE    = Association of Food, Beverage and Tobacco  Employers’
  MNE    =  Multi-national Enterprises
  MAN  =  Manufacturers’ Association of Nigeria
  SITC  =  Standard International Trade Classification