ABSTRACT
Consumer satisfaction is the economic justification for the existence of any business. Hence for any business to exist, survive and grow, the same plan must be strategic. So, this research work was carried out on the strategic marketing planning as a means of achieving increased, market share in competitive market. (A case study of Nigerian Uniliver Plc Aba). In this research, we have treated these headings as follows. The problem statement which result as an increase in the competitive market of Nigerian Uniliver. So, the researcher is interested in finding out the reasons for achieving market share in competitive market. The objectives of the study which shows that the study aimed at:) Finding out reasons for product. Finding out means/how to improve the products to stand the test of time. Finding out the importance of marketing strategies in the organization Finding out if other competitors are doing better than the Nigerian Uniliver Plc. ) Providing the necessary recommendation.
The methodology is definition is the systematic gathering, recording and analysis of data about problems or opportunities relating to any field of an endeavor for decision making. Having identified the research work and an examination on the relevant literature done, this area submits how the study was carried out, how the data analysis. Some of the fools used are: research design, sources/methods of data collection, population and sample size, sample techniques, validity and reliability of measuring instrument and finally method of data analysis. The findings from the table draw 13 of our data analysis; the answer to the question was clearly stated through various responses rates represented, which typically on the areas of Nigerian Uniliver. There is no positive impact of advertising in relation to customer’s patronage for their products. The conclusion from the findings, analysis and interpretation of the study. it is pertinent to note that the variables around which strategic marketing planning revolves on should be duly considered and implemented for the achievement of any company’s goal. The recommendations the company and the entire industry should always keep abreast of their competitors strategies, strength and weaknesses and where they exercise better sustainable competitive advantage to enhance effective strategic of organization should be considered to enable the organization determine the extent of its performance in comparison to its established standards so as to quickly correct any deviation notified and this should be done on a regular basis.
CHAPTER ONE
BACKGROUND OF THE STUDY
Although my case study organization, Nigeria Uniliver PLC Aba reveals that the strategic marketing planning as means of achieving increased market share in a competitive market. Nigeria Uniliver is a public limited company producing from barely by ancient people some 400 years ago Ancient attributes of modern beer contains top[ consistent which impact among, taste and foam stability to the beer. Beer is not drank for its sweetness because it is no sweet and this remains a fact.
The history of brewery industry in Nigeria is dates to thirstiest and is an imported technology. The indigenous drink in Nigeria includes Palmuline pito Kavito, Jwanga , Burukutu etc. though still new in some quarter, beer is gradually replacing these traditional drink in such as marriage birth ceremony, funeral which were seldom celebrated in past.
The only way these indigenous drinks were promoted in the past was by the fasting method, consumers, then were allowed and even now to tastes various palm-wine brought to the market by different producers and sellers and its served as a means which determines consumer patronage decision. This is because palm wine and burukutu were generic not until recently the were generic not until recently the were being branded. Bottled beer was first marketed in Nigeria Brewery limited (NBL) on June 2nd 1949. the birth of Nigeria Uniliver were on the June 2nd 1949, this marked the beginning of a buoyant industry that at present markets about six (6) brands of alcohol and now alcoholic beverages today social norms as they relate to the use of alcohol in ceremonies have changed and beer is used instead. In some cases, they are exclusively used while in others for example social clubs, a particular brand may be faboured by established norms.
The beer industry in Nigeria presently has matured into an interesting competitive market with about 28 brands of brewed by more than 28 brands of brewed by more than 27 Uniliver. In some areas in Nigeria beer is highly valued, that is drank and even used as a form of medication.
Nevertheless, most consumers prefer beer to palm wine into other alcoholic beverages, neither do consumers accepts all brands.
In view of this, proliferation of Uniliver producing different brands of beer in the country and also of the fact that consumers cannot accept all brands. The expression survives the bottleneck competition in the industry, the Uniliver adopts different measures and sow promotional strategies to attract and retain customers.
In his article titled “ product and system Dr. Walter W Ovo, chairman of savannah Bank limited outlined what he said that directly impinge on customer satisfaction. These are services information, commerce and needs that assess quality services in terms of time accuracy and flexibility in positive response to needs attracting ad retaining customers.
Nigeria Uniliver (NBL) Makers of stare gulilder, maltina, guilder max, Heineken, legend has embarked on strategic marketing that are scarely found in other Uniliver in Nigeria today some of these strategic marketing planning have had a lot of impact on consumers patronage of the product and increase in the profitability of the industry.
As rigorously gathered, those products do not have the problems other competitors products, to have because of well organized strategic marketing planning have had a lot of impact on customers patronage of the industry, as rigorously gathered, those product do not have the problem other competitors product do have because of organized marketing planning How can a business survive and remain in the business world without effective game?
How can an organization actualize customer satisfaction which is the economic justification for the existence of any business when appropriate panacea is lacking? Hence strategic marketing is the answer.
Marketing is the hallmark around which business strategies revolves on.
A.I Okafor (1995:6) defined it as all profitable human activities undertaken by the firm towards the creation of satisfied customers
.