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

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

(A CASE STUDY OF NIGERIA BREWERY PLC ENUGU)

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 adoptioned 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 administratered to the population ccomprising 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

CHAPTER ONE

1.1            INTRODUCTION

Modern marketing is concerned with the performance of the activities through which the needs of consumers is a society are identified and satisfied through the exchange process. It’s main interest is how to satisfy the identified needs of the people in a so