THE EFFECTIVENESS OF PERSONAL SELLING STRATEGIES IN MARKETING OF CAPITAL GOODS

CASE STUDY OF ANAMCO LTD ENUGU

 

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COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

 

PREFACE

This study of cusses on the effectiveness of personnel selling in the marketing of capital goods. It is necessitated by managerial uncertainty with regard to the cause of the aforementioned redirection in sales volumes and profitability in recent times. This managerial indecision created a room for its suspicion as to whether the sales force was effective or otherwise.In other to find an appropriate solution to the prevailing predicaments, a pilot survey was carried out and its result was organized in a report.

 

Chapter one contains a general discussion of the marketing concept and personal selling as a promotional tool. It went further to state the problem to be studied and why this study was carried out, the scope and limitation of the study and finally and hypothesis and the definition of terms.A number of past related literature examined by other studies as it relates to the effectiveness of personal selling in marketing of capital goods are highlighted in chapter two. Chapter three deals with the design of the study, the methods used in collecting relevant data. It also deals with way the questionnaires were distributed and treatment of data.        The data got, from the research survey were analyzed and interpreted. Also similar question on both questionnaires were compared in chapter four.       Finally, the summary of findings, conclusion on the research and recommendation made by the researcher are all in the chapter five.

 

TABLE OF CONTENTS

 

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

FORMULATION OF HYPOTHESIS

SIGNIFICANCE OF THE STUDY

SCOPE OF THE STUDY

LIMITATION OF THE STUDY

DEFINITION OF TERMS

 

CHAPTER TWO

REVIEW OF RELATED LITERATURE

PERSONAL SELLING DEFINED

DEVELOPMENT AND ORIENTATION

PERSONAL SELLING PROCESS AND ITS APPLICATION TO INDUSTRIAL SELLING

PERSONAL SELLING STRATEGIES IN MARKETING (OF CAPITAL GOODS)

IMPORTANCE OF PERSONAL SELLING RELATIONS TO OTHER PROMOTIONAL ACTIVITIES.

 

CHAPTER THREE

RESEARCH METHODOLOGY AND DESIGN

 

 

 

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

 

CHAPTER FIVE

SUMMARY OF FINDING, RECOMMENDATION AND CONCLUSION

SUMMARY OF FINDINGS

RECOMMENDATION

CONCLUSION

BIBLIOGRAPHY

                                                        CHAPTER ONE

                                        

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

According to L.A. Rogers (1980) personal selling has become one of the vital promotional tools in marketing. He further buttressed the above proposition by stipulating that after all the theorists, planners must have had their moment and the predicaments associated with production, finance and labour have been resolved, then someone has to go out and knock at someone’s door and sell.

This revelation is apparently acceptable because a product cannot be produced at Enugu and is not available in place like Lagos where such product is highly needed. This is the significance behind the notion of sales contention that, they should investigate into the needs of consumers as well as filling them with satisfaction and maximize profit objectives.

A critical analysis of the above statement highlights the importance of the effectiveness of personal selling on the marketing of capital goods. A product may be of extremely high grade but has no utility until it gets to the hands of prospective buyers, and the most appropriate route for passing products from manufacturing arena to the hands of potential buyers happens to be through personal selling.

Personal selling is dynamic, flexible and volatile. Traditionally, it is mainly associated with commercial transactions which has passed through distinct eras that are characterized as, the eras of the early traders – the American peddlers and the era of the professional sales people. The early traders exist in most ancient cities. Some of these earliest states based the primary portion of their nomies on trading with other communities. Trades typically have the ownership of the goods being sold, manufactured either by themselves or their immediate families. At times, they perform their marketing functions like, transportation, and storage, in addition to selling obligations.

The American peddlers of the colonial era enable them sell their goods to the then settlers. Most of these settlers were immigrants who view their respective jobs as one of the available means of getting a fresh start in a new country. Professional selling started shortly after the World War II. Under this seen, the economy switched from the previsions situation of sellers’ market to that of buyers’ market in which goods were plentiful in supply. Due to the industrial revolution of the 17^th century which encourage the birth of a number of new companies of which capital goods companies were among.

The companies had varieties of products with moderate qualities. A s at the said era, many industries operated under the philosophy “that the customers will buy any product provided it can be supplied” goods had to be marketed mainly for the facts that consumers now have choices and the selling adopted a radical change to reject this new seen.

MB Anamco is a global and also a franchising company whose head quarter is a Germany with its subsidiary manufacturing plant located at Emene Industrial Layout here in Enugu State. It started its operation around 1980. As the company began to experience increase in productivity and sales volumes, it started opening sales branches in different states of the country. It has been a leading firm in the motor industry with transparent image.

Anambra Motor Company at its inception was not hing but a mere motor assembly plant, but the prevailing situation with the company has changed drastically from a mere assembly plant to a manufacturing company.

The progress and high demanded of the product is a partial brain behind the company’s elevation in product capacity in previous years, and this also created rooms for the absorption of more workers in the divergent department, thus helped to reduce the high rate of social menace that would have associated the situation of mess unemployment.

However, the aforementioned company, which hit her to had attained the peak in the motor manufacturing industry, has started experiencing a divindling ground in its sales volume and market share. According to an insider, this experience is accounted for by a number of recent, developments. Some of era, the incessant increase in the number of companies currently involved in the manufacturing and sales of different cars, buses, truck, etc, and besides the increase and efficient application of the divergent promotional tools.

Thus, the management of Anamco is not skeptical regarding the wonders of personal selling in the marketing of capital goods and that this promo tool could only justify its wonders in capital goods marketing, only when it is effective to this end, the management is interested in knowing of the sales force is effective or otherwise. This is the core of the study.

STATEMENT OF THE PROBLEMS

Anambra motor company has started experiencing a reduction in its sales volumes in recent times. This how sales volumes is caused by a keen competition that exist in the industry as regards the quality of the product, customer service and effective utilization of promo tools. This is a direct opposite of what the company sued to witness in the previous years.

The reason for the low sales volumes leading to other serious problems like reduced profitability, low market share, and reduction in the rate of promotion as well as that of employment is still unknown to the management of the company. However, the company’s management is seriously questioning the effectiveness of the sales force.

 

 

 

 

THE SPECIFIC PROBLEMS TO BE ADDRESSED ARE:

• Is the ratio of sales to sales call high or low?
• Is the ratio of sales expense to sales volumes high or low?

 

OBJECTIVES OF THE STUDY

Whatever the nature and structure of an organization, personal selling has been acknowledge as the bedrock of its success over cutthroat competition. Thus enabling the company to generate more foods for its operations.

The aforementioned fact is the primary reason behind the huge amount budget on regular bases into the sales departments. To this end, the objectives of the study are:

• To verify of the ratio of sales expense to sales volume is high or low to warrant further budget into the activities of the sales force.
• To see what can be done by management to change a situation of high cost of sales returns
• To determine whether the ratio of sales calls to sales volume s is high or low.
• To see how a situation of high sales calls to sales volumes can be reversed.

 

FORMULATION OF HYPOTHESIS

This study is meant to verify the effectiveness of personal selling in the marketing of industrial (capital) goods. To this regards the following hypothesis are formulated:

H0₁:  The ratio of sales expense to sales volumes is not high

H0₂:  The ratio of sales calls to sales volumes is high

H0₃:  There is a low ratio between current and past performance.

SIGNIFICANCE OF THE STUDY

According to the public relations management of Anamco in Enugu office, the company has been and will continue to demonstrate its corporate and social responsibilities. This is in justification with Brown’s Contention of (1974). He said if a company is to continue ensuring its consumers patronage, that it has no other alternative than the maintenance of a clear cut competitive advantage, and managing the marketing mix in a manner that will ensure continuous customers’ satisfaction. Mercedes Benz Anamco has been and will continue to strive harder in the area of corporate social responsibilities.

 

TO THIS REGARD, THE SIGNFICANCE OF THIS STUDY IS TO FULFILL THE FOLLOWING

• Make recommendation to the management of Anamco based on how to overcome the problems of low sales volume as well as that of high sales expenses to sales volume ratios.
• It is also the primary view of the researcher that both current as well as potential researchers will finds this work of utmost importance with regard to directing and facilitating the bearing and solution to their problems.
• The study will also be of help to other companies in the same industry with Anamco in their strife’s to surmount low sales volumes and profitability.

 

SCOPE OF THE STUDY

The scope of this study is very wide of it has to be carried out in all branches and all the departments in Nigeria. Thus, the study will cover only members of the sales departments, cost accounting sections as well as some members in the financial sector in Enugu State, which is located in the eastern part of the country. The findings may not reflect the situation in the whole branches, but by and large, what happens in Anamco Enugu can be said to apply to Lagos branches and others.

LIMITATION OF THE STUDY

Like I have said before, Anamco is franchising motor manufacturing company with a lot of branches in most state of the federation as well as other part of the world.

To this end, the study ought to have taken a wider dimension to make it more meaningful. However, the researcher is compelled by the time constraints to restrict her findings to only Enugu branch. In the same vein, financial constraint has also played its role in reducing the assumed bread field of this study.

Finally, the non-chalet attitude of some of the respondents is another ground for the limitation of this finding. Some of the respondents were indifferent with regard to research question put before them and in most cases, they tend to shy away from each fundamental questions. This indeed has restricted these findings to very narrow areas.

 

DEFINITION OF TERMS

The following terms used in this study should be taken to mean the following:

MARKETING:          Marketing is defined as, a societal process by which individuals and groups obtain what they want and need through creating, offering and freely exchanging products of value with others.

PROMOTIONAL TOOSL:  Promotional tools include all activities or strategies involved in communicating with a target market of audience. It seeks to inform, educate, persuade and influence the target audience. These messages could be sent through advertising, personal public relations (the promo tools).

PERSONAL SELLING:      Personal selling is a face to face presentation of sales. It is a personal contact between the seller and the buyer for the purpose of making a sale. It is characterized by verbal exchange, gesture which allows for flexibility and adjustment of messages to suit buyers needs, interest and reactions.

CAPITAL (INDUSTRIAL) GOOD:           Capital goods are those goods that are technical in nature which is purchased on the basis of specifications for production of other goods or rendering further services.

 

IMPACT OF SALES PERSONS ON THE CORPORATE GROWTH POTENTIALS OF A COMPANY 

(A CASE STUDY OF SEVEN-UP  BOTTLING COMPANY PLC, ENUGU) .

 

Click here to download our android mobile app to your phone  for more materials and others

COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Public relations has become a potent marketing tool in modern business management in recent times. Its influence is being felt on both big and small firms with the influence of even greater expansion. It is important for management organization including tertiary institutions to understand its potential and limitations. Nwokoye (1984:212) defined public relations as the activities of co – operations, union, government or other organisations in building and marketing sound and productive relations with special public such as customers, relations employees or stock holders and with public at large so as to adopt itself to its environment and interpret itself to the society.

Bush and Houston (1995:200) noted that public relations is management functions which evaluate public attitude, identifies policies and procedures of an individuals or an organisations with the public interest and execute a programme of action to earn public understanding and acceptance.
Chukwu (2000:3 – 4) stated that public relations practice is a management philosophy aimed at doing everything possible to create good relationship between one organization and its publics.
Public Relations is aimed at making friends for the organization and building internal and external good will on the reasonable assumption that these are strongly needed for an organization to remain in business and make profit with the increase in the activities of an organization. The need for an adequate communication between the organization and those who in one way or the other are affected by these activities of the organization becomes more imperative. An organization while wanting to remain liable, need to have good relations with its employees, consumers of its products and services, future investors, stock – holders and infact that is the general public. As an organization specialized in manufacturing to potential customers that is up to date, forward looking concerned to produce and offer the best goods and services for the rice it charges and make sure that its customers are really satisfied. Edoga and Ani (2001:287) noted that a company should deliberately plan and execute a continuous public relations programme to develop a good relation between it and that various publics, amongst sought with public relations. Stressing the position of public relations in the country, Olakunori (1999:194) noted that most officials occupying the public relations of various organizations in the country today are not professionals; they generally have a fair knowledge of what they are supposed to do. Enugu State University of Science and Technology (ESUT) as an institution or organization has the students, members of its staff, parents- teachers association, the management, the host society, the state and the federal government, Nigerian Universities commission (NUC) etc. as its relevant publics.

 

This implies that the activities performed by ESUT in one way or the other affect those aforementioned various public. Therefore, in order to maintain its public relations with those bodies, ESUT must at all time try to create a rapport and understanding or goodwill with all those bodies. This it will do through proper information circulation between itself and those various relevant publics to it. This can be done by allowing the free flows of information, paying of salaries as and when due to its staff, engaging in proper and standard academic work, abiding by the rules and regulations of NUC in the performance of its activities.
Manufacturers and producers of goods and service are now aware that public relations does not only ensure good relations with the public but can strive towards profit making through increased customers patronage. It is in the light of the importance attached to public relations that the researcher seeks to appraise the effectiveness of public relations in service industries in Enugu State University of Science and Technology (ESUT) as a case study.

 

 

ABSTRACT

          Prior to our contemporary time, the  bottling  industry will dominated  by the products of Nigerian Bottling Company Plc.  Recently,  7-up bottling company Plc reemerged in the scene to compete with the Nigerian bottling company Plc, both also struggle with  other   manufacturers of mineral soft  drinks.  The scene was  complicated  further  by   poor  economic situation in the country.
Therefore, innovation, dynamism and efficiency vis-à-vis  marketing are necessarily required as a means of not just surviving but also ensuring  profitability and co-operate growth.  The implementation of marketing strategies as well as successful co-operate performance of the sales force.  As a result this work  sought to determine the implication of the  effective performance of salespersons as  an  indicator of corporate growth potentials  (a case study of 7 –up bottling company  Plc) used questionnaire, design and tests of hypothesis.  The hypothesis was tested  based on the data  collected and analyzed and the following findings  were accepted.The consumption pattern  of 7-up drinks  customers is dependent on the company sales  persons performance.The  returns generated by 7-up bottling company is directly proportionate to the effectiveness of the salespersons. Consumers have favourable attitude  toward  7 –up soft drinks. Furthermore, conclusions and recommendations were made, the  conclusions are:
–        An  average salesperson  of 7-up  bottling company is professionally   unskilled.
–        There is  a direct relationship between a company’s  growth sales potentials and profitability with  sales force performance.

1. The 7-up salespersons do not  effective and intensively distribute their products.
2. Consumers  have favourable attitude towards 7-up  drinks
3. The company should strive to  increases it’s market share.
4. There is  a need to give proper training  and orientation to the salespersons.
5. 7-up bottling company should  enhance it’s distribution network.
6. It is hoped that  if these recommendations are applied  by the 7-up  bottling company, the effectiveness of it’s salespersons will be enhanced.

TABLE OF CONTENTS

CHAPTER ONE

BACKGROUND TO THE  STUDY                                       1
OVERVIEW OF THE COMPANY                               9
OBJECTIVE OF THE STUDY                                     11
SIGNIFICANCE OF THE STUDY                               12
LIMITATION OF THE STUDY                                   14
HYPOTHESIS FORMULATION                                  14
SCOPE OF THE STUDY                                              15
DEFINITION OF TERMS                                             15

CHAPTER TWO

LITERATURE REVIEW                                               17

CHAPTER THREE                                                       35

RESEARCH METHODOLOGY                                   35
DESIGN OF THE STUDY                                            35
POPULATION  OF THE STUDY                                 35
SAMPLE SIZE                                                              36
SAMPLING TECHNIQUES                                         38
METHOD OF DATA COLLECTION                           38
QUESTIONNAIRE DESIGN                                        38
TREATMENT OF DATA                                             40

CHAPTER FOUR

ANALYSIS AND INTERPRETATION FO  DATA     42
ANALYSIS OF DATA FROM THE MANAGEMENT STAFFS 42
ANALYSIS OF  RESPONSES FROM CONSUMERS          50
TEST OF HYPOTHESIS                                              60
HYPOTHESIS 1                                                            61
HYPOTHESIS 2                                                            63
HYPOTHESIS 3                                                            65

CHAPTER  FIVE

SUMMARY OF  FINDINGS. CONCLUSIONS AND RECOMMENDATIONS                                                69
CONCLUSION                                                              70
RECOMMENDATION                                                           71

BIBLIOGRAPHY                                                                   73
APPENDIX                                                                             76
QUESTIONNAIRES                                                     78

CHAPTER ONE

INTRODUCTION
1.1     Background to the Study
          A Firm having carried out  some researches  and found out what the buyers want, specifications and requirements converts these findings into product concepts and lastly into goods and services that can satisfy these identified wants, in their exact specification  and requirement.  Hence” the typical firm can be seen as on input-output system” ”(Okeke C. I 1993).
It is not enjoy  to look at  a firm more so in the context of marketing as on input-output system.  This is because  several other chain of  activities preceed the input as well as the output.
A wholestic  perspective  considers all these interlocking and interrelated activities that  preceed input and follow after output.  For example, the output must be in  the right proportion, must be effectively priced, promoted and  distributed.
Yet all these do not even guarantee exchange and transfer of title from the firm to  the buyers,  neither do they even guarantee a reward or profit to the firm.
In other words, all these activities may be properly integrated, blended and as well form the bases on which a firm should b e viewed.
“Good distribution, new products, improved manufacturing resources, skillful advertising  and many other  factors in marketing  must inevitably fail if a manager is unable  to build  a team of  men able to compete with strong  competition  and  sell efficient to every type of buyers”. (Jack 1983 P.80)
Hence the popular sloggan in marketing that  “nothing happens until a sale is  made” (Okeke 1993)
To implement these marketing variables, the sales force has  to  be utilized by the sales  manger, they have to exhibit their primary sales manship  functions whereby they act  as intermediaries between the company and prospective  customers, discharging their duties as the voice of the company to the customers and directs the voice of the customers to the company.
Therefore, personal  selling brings the buyer and seller  into direct contact.  It is important that every organization should have some number of persons known as the sales force whose responsibility are to be sure that customers and  prospects are contacted and convinced to accept the items offered in exchange for a value needed by the organization.
There is no amount of advertising, sales promotion and publicity that can be equal to personal selling. This is because, contacts must be established  by somebody with buyers  some  where for market transactions to take place.
The sales force in modern  marketing do  not  only perform the current  sales, they are also concerned with laying the foundation for further sales through the performance  of information gathering function.
To properly carry out this, there should  always exists in an organization, a skilled manager who manages the sales force efficiently and effectively.
As a result, sales management is defined “as the organization efforts necessary  in planning sales objectives, specifying selling efforts needed in realizing the objectives, selecting, training and motivating appropriate sales force and controlling their operations towards  ensuring the full realization of sales objectives (Okeke 1993: 40).
Salespersons are trained in a method of analysis and customer management.
Today, selling is a profession that involves mastering and applying a whole set of principles, personal selling has some different styles,  some antithetical to the spirit  of the marketing concept.
Three major aspects of personal selling are sales manship, negotiation and relationship management (Kotler  1993).
Sales  manship is the act  of the sales persons persuading  the customer or prospect to see his point of view or do  something the way he wants.
Negotiation means the act  of two or more  parties reacting an agreement on the price and the other  terms of  sales.  Most business selling involves negotiating skills.
Price is the issue being negotiated always, others include contract completion  time, quality of goods and service offered, purchase volume, responsibility for financing risk taking, promotion, product safety etc.
Relationship management is a larger concept  that guide the seller’s  dealings with customers.  Sales manship and negotiation are transaction or   rented.
The company has continued to grow from strength to strength both in plant expansion and product popularity amongst customers.  By 1990, the company has  had plant location within it  short period of operation in Lagos, Ibadan, Kano, Kaduna, Aba, Ilorin, Benin and that of Enugu (9th Mile Corner).
A new glass industry for the manufacture of bottles was also constructed in the Northern part of the country.
New Deposits are opened in many parts of the country to ensure  that  their products react their products reached their ultimate customers even in tar-flung places.  The company commitment to quality  is consistent and unsurpassed in the soft drink industry.
This they develop over the years and lately enhanced by their partnership with Pepsi-Cola international.  The company have remained stead fast in their effort to maintain the quality and excellence of their product.
Furthermore, it’s marketing strategies have been geared towards  making their products acceptable, available and affordable through creation of awareness and aggressive  sales of sales promotion by the sales persons.
Their objective therefore is to establish a steady consumer trend in the soft drink business.  This is endorsed by their  innovative and modest promotional campaign in which the people benefit immensely by getting added value for their money.
In terms of sales, the company has made  an  appreciable volume  and profit  margin growth over the years.
The head of corporate affairs, (Promotion Division) claimed that the company has an appreciable percentage of the market share.  It c an be however adduced that the company has a strong capital base.
The company has  been competed to increase the price of it’s brands for so many times now, the current price of their product is N25.
This according to them  is to keep to their  marketing  strategies and objectives to it’s target customers.  It is interesting to note therefore, that these development  has no visible effects on the volume and sales return to the firm.  The company has come along way hence their slogan upholds. “The Difference is Clear” because it is the clear choice for a new generation.  Their interest is to help marketers close a particular sales with a customer.
As regards relationship management, any seller who  builds and manages  strong  relationships with key customers will have a reasonable turnover from the customers and mostly important to those customers who can typically affect the company’s  future.
Furthermore, sales representative covers a broad range of positions in our economy.  The following classification of sales positions was devised by many as quoted by Kotler 1993.

Delivery Sales man/Deliveries:          Positions where the salesperson’s job is predominantly to deliver products to buyers.
Inside order taker:          The salesperson  here is  predominantly an inside order taker.  Where the salesperson stands behind the counter and serves  buyers.
Field order taker:  This is the kind of sales position where the sales person is predominantly an order taker but goes outside to meet buyers. For example, shampoo salesperson calling on the super market manger.
Missionary: This is a position where the salesperson is not expected or permitted to take an order but to build goodwill for his company or to educate the actual or potential user.  He does not do direct selling.
Technical Salesman :     Position where the major emphasis is placed on technical knowledge. That is the salesperson selling only technical goods and offering technical services.  For example, the engineering salesperson who is primarily a consultant to the client companies.
The conclusion is that salespersons realize profit from various sales and that customers are satisfied in buying organization outputs.
And this calls for corporate growth potentials.  This work therefore aims at critically evaluating the effects of this all important marketing function of personal selling corporate performance.

Overview of the Company

          The production of soft drinks in Nigeria started off in 1933 when a foreign concern established the Nigeria mineral waters Limited.
Since then many other companies have established various brands of soft drink companies.  Some of the early companies to make an impact in the industry in Nigeria then was the Pesi-Cola  company (franchised by seven-up  bottling company), the London and  Kano trading company with it’s “sword brand”, the Nigerian bottling company with it’s Coca-Cola, Fanta, Sprite and others.
Some other soft drink companies  existed, however most of them collapsed under the weight of heavy and aggressive competition in the  industry.  One of the contributing factor which led  to the extinction of most soft drink  companies was the then Niagara Civil War.
The seven-up bottling company Plc came into the Nigerian Business Scene in 1959 through the efforts of the founder, a well known and respected figure, Late Sheikh Mohammed CL Khalil.
The company which was franchised to bottle seven –up bottling international, incorporating of US came up with a brand of softdrink “7-up” in 1960, in 1986, the franchise for “change crush” was added; thus began  their gradual  incursion into the Nigeria market with just two brands, 7-up and orange crush.
In 1989, the company future rose to a new height with the acquisition of Messrs John Holt soft drink business in Nigeria.  This led to the successful negotiation  of another franchise from  Messrs Pepsi –Cola, Merinda orange, Merinda Soda and tonic.  This full complement of flavours offers the company a tremendous competitive advantage in their expansion programme and future growth as these products  now  measure competitively with other soft drinks especially with the products of the Nigerian Bottling company, who  have dominated and enjoyed a large percent of the market share of the industry.
Despite the apparent increase in soft drink companies in the country today, the seven-up bottling company with it’s target sighted planning aggressive marketing strategies, heavy promotional  and distributional network, the company with it’s ten plats as against twenty ix of the strong threat to the NBC in the industry. Due to the activities of the salespersons, the  company  products are in high demand and with sustenance and increase of it’s  effort  in these areas.

 

PROBLEMS AND PROSPECTS OF MARKETING IN SMALL-SCALE BUSINESS IN NIGERIA

(A CASE STUDY OF AQUA RAPHA, GOD’S HEALING WATER )

 

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ABSTRACT

This research work is centered on the Problems and Prospects of Marketing in Small-Scale Business in Nigeria.
The study was aimed at identifying and examining the problems militating against the effective operations of small-scale business.   Also the study was focused on analyzing and assessing the marketing activities of small-scale business, with a special reference on Aqua Rapha (God’s Healing Water) Company.  The data for the study were collected using questionnaires and oral interviews. The hypothesis of the study were tested using chi-square. After analyzing and testing the hypothesis, the researcher made the following findings:

• Firstly, that Aqua Rapha (God’s Healing Water) Company practices marketing concept.
• That Aqua Rapha (God’s Healing Water) Company does not carryout marketing research.   It was also discovered that the company promotes their product through personal selling.
• Furthermore, the researcher discovered that the customers of Aqua Rapha (God’s Healing Water) Company are satisfied with their distribution systems.
• Based on the findings the researcher made the following recommendations.
• That Aqua Rapha Company should adopt and practice marketing concept.
• That the firm should always-carryout marketing research.
• That it is imperative for the company to carryout a proper blending of the marketing mix.
• That Aqua Rapha should employ a marketing professional.

TABLE OF CONTENTS
CHAPTER ONE:         INTRODUCTION

• • Background of Orientation of Problems
  • Statement of Problems
  • Historical Background
  • Objective of the Study
  • Statement of Hypothesis
  • Limitation of the Study
  • Definition of Terms

CHAPTER TWO:        LITERATURE REVIEW

• • The Meaning of Marketing
  • An Over view of Small-Scale Industrial Development in Nigeria.
  • Definition and Characteristics of Small-Scale Enterprise.
  • The Importance of Small-Scale Industries for Economic Development
  • The Strategy for Marketing in Small-Scale Business
  • General Problems Encountered by Small-Scale Business in Nigeria
  • The Practice of Marketing Concept in Small-Scale Business.
  • Marketing of Product in Aqua Rapha (Healing Water for Every Body)
  • Prospects and Viability for Promotion

CHAPTER THREE:         RESEARCH METHODOLOGY

• • Research Design
  • Source of Data
  • Population of the Study
  • Research Instrument used
  • Sample Size Determination
  • Sample Technique
  • Method of Data Treatments and Analysis

CHAPTER FOUR:       DATA PRESENTATION AND INTERPRETATION
CHAPTER FIVE:        SUMMARY OF FINDING

• • Recommendations
  • Conclusion

BIBLIOGRAPHY
QUESTIONNAIRE

CHAPTER ONE
INTRODUCTION
After about a decade and a half of adopting an industrialization strategy based on large-scale industries, mostly of the assembly type, Nigeria has failed to achieve industrial development.   The large-scale industries, which were setup, tended to be capital intensive and in appropriate, given the country’s resources endowment.  Their capital equipment and technical manpower have continued to be largely imported.  As a result, the triple objective of setting up large-scale industries namely:

• Achievement of high level employment
• Local sourcing of raw materials.
• And saving of foreign exchange acquisition materialized.

In response to the weakness of large-scale manufacturing government has sought to promote small-scale industries as a strategy for self-reliant industrialization.   In Nigeria economy, attention has been drawn to the fact that small-scale enterprises have received very little attention where as it is providing employment for approximately triple the number engaged in large-scale manufacturing as well as playing their role which is crucial importance to our developing economy. This is why it is important to reconsider the problem hindering the growth of his sector.   Such problems the researcher has classified into managerial and financial inhibitions as well as some of the government policies, which do not favour small-scale industries.

1.2     STATEMENT OF PROBLEMS
For the period under review, the country’s economic objective were centered on reducing the level of important and promoting the expansion of domestic production especially in the small-scale manufacturing sector.
However, small-scale industries in Nigeria today are faced with a lot of problems.
These problems go a long way to hamper their prospects and growth in the country and thereby limiting their potential contributions to the development of the economy.
Such problems are as follows:

• Many small-scale industries do not possess a visible feasibility study of their projects.
• There is also the problem of loan misapplication and non-repayment of loans.
• They keep poor accounting and business records, and
• Because of the low capital outlay involved, experts are not often employed.

The researcher will therefore, focus attention on the problems and prospects of parts company limited and what the company should do to alleviate these problems hindering it’s prospects and opportunities available to it.