Project Topic:
EFFECT OF strategic management ON product LIFE CYCLE IN FOOD AND BEVERAGE INDUSTRIES NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC)
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.1 STATEMENT OF PROBLEM
The major problem of product life cycle has to do with inefficiency of the executive, which make it difficult to achieve success in the various stages of the life cycle curve. So many products have died before they were being launched into the market because of the poor introduction of marketing strategies. Therefore, a lot of companies are into debt to remain in operation. These are the alleged problems observed in this research work; the firm have not been conducting proper and through market research before and after development of its product, there is inability of the firm to have a close monitoring of the stages of its product in the product life cycle, there is lack of affective and suitable application of marketing programmes at each stage of its product in the product life cycle to enable Cadbury achieve its sales performance, Producers are no longer interested in marketing profitability or profitable sales through satisfying customer's needs, but they are only interested on marketing high profit which consequently has lead to inflection as one of the major problems facing product survival within the business world. Irregularity like bribery and corruption practices, blackmailing so as to gain large market share between companies and competitors, companies no longer use quality and efficient service delivery to gain large market, but instead they use obsolete equipment in providing services which result into poor service delivered at an exorbitant price all in the bide to make high profit, therefore, this project will look at the effective way of applying the marketing strategy to gain good and healthy result on the cycle of a product, and also it will highlight the impact the concept has made in food and beverage industries in Nigeria especially in Cadbury Nigeria plc.
1.3AIMS OF THE STUDY
The major purpose of this study is to examine the effect of strategic management on product life cycle in food and beverage industries in Nigeria. Other general objectives of the study are:
1. To examine the extent to which strategic management is practice by food and beverage firms in Nigeria
2. To examine the effect of strategic management on the performance of Cadbury Nigeria plc organization activity
3. To examine the effectiveness of strategic management on the various stages of product life cycle in Cadbury Nigeria plc
4. To assess the importance of effective application of marketing strategies to product life cycle
5. To find out whether there is relationship between strategic management and product life cycle of Cadbury Nigeria plc.
6. To recommend a more effective and efficient way of maintaining a leadership position using a product life cycle analysis after thorough examination of the prevailing situation.
1.4 RESEARCH QUESTIONS
1. To what extent is strategic management practiced by food and beverage firms in Nigeria?
2. What is the effect of strategic management on the performance of Cadbury Nigeria plc organization activity?
3. How is the effectiveness of strategic management on the various stages of product life cycle in Cadbury Nigeria plc?
4. What is the importance of effective application of marketing strategies to product life cycle?
5. Is there a relationship between strategic management and product life cycle of Cadbury Nigeria plc?
6. What is the more effective and efficient way of maintaining a leadership position using a product life cycle analysis after thorough examination of the prevailing situation?
1.5 RESEARCH HYPOTHESES
Hypothesis 1
H0: There is no significant effectiveness of strategic management on the various stages of product life cycle in Cadbury Nigeria plc
H1: There is a significant effectiveness of strategic management on the various stages of product life cycle in Cadbury Nigeria plc.
Hypothesis 2
H0: There is no significant relationship between strategic management and product life cycle of Cadbury Nigeria plc
H1: There is a significant relationship between strategic management and product life cycle of Cadbury Nigeria plc
There is a significant effectiveness of strategic management on the various stages of product life cycle in Cadbury Nigeria plc
1.6 SIGNIFICANCE OF THE STUDY
This research on the analysis of the marketing effects of product life cycle in the offering of the Cadbury Nigeria Plc is very significant to the company due to the fact that Cadbury Nigeria Plc is large organization that occupies a sizable portion of the entire detergent industry. Besides, it will assist the company have a competitive advantages over other detergent firms as the degree of competitive performance or other brands are observed in the market, it will also help to guide against harm.
Moreso, the research is significance in such a way that it will be of great benefits to student who are interest in the concept of product life cycle, consumer who would want to have knowledge about the product and management of Cadbury Nigeria Plc since we believed that in any field human endeavour, improvement are achieve by learning about what people do. How they do them, with what effect (positive or negative) and possible need for adjustment.
Practitioners of marketing will benefits immensely in the work since the interview and questionnaire will be administered to field staff, wealth of experiences are embraced in the data collected, analyzed and presented. Finally, the study shall encourage future researcher to carry out more studies in the same area.
1.7SCOPE OF THE STUDY
The study is based on the effect of strategic management on product life cycle in food and beverage industries in Nigeria, a case study of Cadbury Nigeria Plc.
1.8 LIMITATION OF STUDY
Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.
1.9 DEFINITION OF TERMS
Marketing: This is the conscious human input in the process of exchange relation that identifies the needs and wants of part to the exchange for the mutual satisfaction of the parties.
Product Life Cycle: This represents the unit sales trend or curve from the time it is first placed to the market until it is phased out.
commercial Life: This is the length of time between commercial birth and commercial death.
Commercial Death: This occurs when the product achieves a certain specified sales volume.
Catalogue Life: This is the length of time the product is carried in the catalogue.
Product modification: This involves changing one or more of a product characteristic either by adding quality function or style.
Product: This refers to anything of value offered to the market for attention, acquisition and consumption and is capable of satisfying human need and wants.
Company Growth: This is one of the most important reasons for new product development it refers to company expansion either by increasing sales and then achieving product.
Price: This refers to the value attached to the product.
Promotion: This refers to making the product known to the market.
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