THE IMPACT OF PRODUCT DIVERSIFICATION STRATEGY ON ORGANIZATIONAL GROWTH

THE IMPACT OF PRODUCT DIVERSIFICATION STRATEGY ON ORGANIZATIONAL GROWTH

(A Case Study of Coca Cola Nigeria Plc)

ABSTRACT

This study examines the analysis of impact of diversification strategy on organization growth with particular emphasis on Coca-Cola Nigeria Plc. In the course of the study, relevant literatures were reviewed to have an insight into the conceptual and theoretical framework of the study. The study adopted a survey or disruptive research design, hence primary data were generated though questionnaire which is the major research instrument used.  A total of fifty (55) structured questionnaires were administered among selected staff of Coco-Cola Nigeria Plc on a simple random sampling procedure. The data generated were statistically analyzed with relevant analytical tools such as simple percentage tables and chi-square.  The result of the findings reveals that advertisement contributes to the achievement of small and scale enterprise goals and objectives. From the study, it was found that the respondent agreed that as their organization adopt the product diversification strategy and it leads to increase in the growth of the firm. It makes increased profit available to the firm from variety of product. Also, a loss in one of the product line does not result into a loss on the entire business of the firm, since the profit realized from other product line and business covers it up. In conclusion, from the study, there is no doubt whatsoever that product diversification is an important and vital corporate strategy option by which on organization can achieve its growth and overall objective

TABLE OF CONTENT

                                                                                PAGE

TITLE PAGE                                                                             I

CERTIFICATE                                                                          II          DEDICATION                                                                           III               

ACKNOWLEDGEMENT                                                            IV
ABSTRACT                                                                              V

TABLE OF CONTENT                                                               VI-VII

CHAPTER ONE: INTRODUCTION

1.1     BACKGROUND TO THE STUDY                                    1

1.2     STATEMENT OF RESEARCH PROBLEM                       2

1.3     OBJECTIVE OF THE STUDY.                                         2

1.4     RESEARCH QUESTIONS                                               3

1.5     STATEMENT OF RESEARH HYPOTHESES                    4

1.6     SIGNIFICANCE OF THE STUDY                                     4

1.7     SCOPE AND DELIMITATION OF THE STUDY                5

1.8     DEFINITION OF TERMS                                                 5

CHAPTER TWO: LITERATURE REVIEW

2.1     INTRODUCTION                                                            8

2.2     INSTITUTIONAL TYPE AND FIRM SIZE DIFFERENCES

AND DIVERSIFICATION                                                 9

2.3     CONCEPT OF DIVERSIFICATION                                   10

2.4     REASON FOR DIVERSIFICATION                                  12

2.5.    THE BASIC DIVERSIFICATION STRATEGIES                13

2.6     WAYS BY WHICH DIVERSIFICATION EXTEND

THE CORE BUSINESS OF THE ENTERPRISE               16

2.7     RATIONALIZING DIVERSIFICATION AND INTEGRATION 17

2.8     APPROACHES TO DIVERSIFICATION                            24

2.9     FACTORS THAT NECESSITATE THE USE ACQUISITION

APPROACH                                                                              25

2.10   ACQUISITION SCREENING CRITERIA                           32

2.11   STEPS OR STAGES INVOLVE IN ACQUISITIONPROCESS      33

2.13   INTERNAL VENTURING                                                 34

2.14   OBSESSION WITH DIVERSIFICATION-BE ALL WE CAN

POSSIBLY BE-IN THE DECADE’S FIRST HALF                                          36

  CHAPTER THREE: RESEARCH METHODOLOGY

3.1     INTRODUCTION                                                            40

3.2     RESEARCH DESIGN                                                      40

3.3   RESTATEMENT OF QUESTIONS AND HYPOTHESES      41

3.4     NATURE OF DATA COLLECTION

3.5     POPULATION OF THE STUDY                                       43

3.6   SAMPLE AND SAMPLING TECHNIQUE            43

3.7     INSTRUMENT OF ANALYSIS                                         44

3.8     PROBLEM ENCOUNTERED ON THE FIELD                  45

  CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION

4.1     INTRODUCTION                                                            46

4.2     ANALYSES OF RESPONSES                                          46

4.3     CHARACTERISTICS OF SAMPLES                                47

4.4     CLASSIFICATION OF STATEMENT                                50

4.5     PROLBEMS FACED BY THE ORGANIZATION                58

4.6   SUGGESTED SOLUTION TO THE PROBLEMS 58

4.7   TESTING OF HYPOTHESIS                              59

CHAPTER FIVE: SUMMARY, CONLCUSION AND RECOMMEDNATIONS

5.1 INTRODUCTION                                                                67

5.2 SUMMARY OF FINDINGS                                                  67

5.3 CONCLUSION                                                                             68

 5.4 RECOMMEDATION                                                          68

5.5 SUGGESTION FOR FURTHER STUDIES                           69

BIBLIOGRAPHY                                                                       70

QUESTIONNAIRE                                                                    72

CHAPTER ONE

INTRODUCTION

1.0   BACKGROUND TO THE STUDY

Diversification is one of the growth strategies available under the corporate level strategy, along side with concentration, merger and acquisition, strategic alliance etc.

Diversification occwurs when a company adds to its business either in term of consumer function, consumer group or alternative technology [Oyedejo, 2004]. According to De Wit and Meyer, (1998)diversification occur when a corporation enter by starting up new activities [internal growth] or buying it lead  to expansion of business and thereby ensures synergy and increase in profitability of organization. It is also helporganization to spread their risk. The intense demand to search for growth opportunities and cost efficiencies has encouraged organization to pursue Diversification Chandler,[1962].

According to Thomas and Hunger (2008), diversification is explained to be when an industry consolidates and becomes mature, most of the surviving firms have researched the limits of  growth using vertical and horizontal growth strategies. Unless the competitors are able to expand internationally into less mature markets, they may have no choice but to diversify into different industries if they want to continue growth. 

Diversification can take various forms. The organization that produce product that serve customer group, customer   function, alternative technology diversely related. e.g. Unilever Nig. Plc, the producer of food product, and home and personal care product.  How organization can also decide to   produce   product that  dose not  serve  the same  customer group, customer function & alterative technology U.A.C.

This research work shall be focused on concentric or related diversification using  Coca cola Nigeria Plc as case study .As it diversify into the production of Table water and Juice (five alive).

1.1   STATEMENT OF RESEARCH PROBLEM

The intense demand to search for gro