IMPACT OF COMMUNITY RELATIONS POLICY OF NIGERIAN BREWERIES PLC
ON HOST COMMUNITY
(A CASE STUDY OF NGWO IN UDI)
ABSTRACT
The main focus of this study was to find out the impact of community of Relations policy of Nigeria Breweries Plc on host community Ngwo in Udi local government of Enugu state.
Before the study, it was assumed that the more the Nigeria Breweries lays emphasis on community relations policy the more support it enjoys from the community. Also that the Nigerian Breweries is unable to achieve enormous progress due to its poor community Relations. It was also assumed that the management of the Breweries in term of community Relations, does not always suit them.
There has been criticism that the management of Nigeria Breweries does not lay emphasis on it community Relations policy resulting in the neglect of its immediate community. Such negligence could be seen in employment exercise, not sponsoring any major projects in the community.
These criticisms are unfounded or whether they are based on facts and to provide guidelines for the public Relations programmes of Nigeria Breweries PLC Ngwo in particular and public Relations in other establishment in general
CHAPTER ONE
INTRODUCTION
- BACKGROUND OF THE STUDY 5
- STATEMENT OF THE RESEARCH PROBLEM 8
- OBJECTIVE OF THE STUDY 11
- SIGNIFICANCES OF THE STUDY 12
- RESEARCH QUESTION 13
- RESEARCH HYPOTHESES 14
- CONCEPTUAL AND OPERATIONAL DEFINITION15
- ASSUMPTIONS 17
- LIMITATION OF THE STUDY 18
CHAPTER TWO REVIEW OF THE LITERATURE
- SOURCES OF LITERATURE 19
- THE REVIEW 19
- SUMMARY OF LITERATURE REVIEW 33
CHAPTER THREE METHODOLOGY
- RESEARCH METHOD 35
- RESEARCH DESIGN 35
- MEASURING INSTRUMENT 37
- DATA COLLECTION 38
- DATA ANALYSIS 39
- EXPECTED RESULTS 39
CHAPTER FOUR DATA ANALYSES AND RESULTS
CHAPTER FIVE
- SUMMARY 53
- RECOMMENDATION 56
BIBLIOGRAPHY 60
CHAPTER ONE
1.1 INTRODUCTION
The topic of this project is the impact of Community Relations policy of Nigeria Breweries PLC on Host Community Ngwo.
The foundation of good community relations is a clearly started community- relations policy. One of the basic elements of public relation is the action resulting from the administration of policies that reflected the social philosophy of management. Policy statements, even though they express the intent of management to serve the public interest, are not sufficient. Polices must be expressed in appropriate action.
Institutions are judged by what they do and not by what they say in policy statement. Paul Garrett has expressed the conviction that public relations is the philosophy of doing things people like and doing them the way people like and the doing more important than the saying.
Management considers the public relations effect of a policy and the contribution of the policy to the community. Under an enlightened programme, a corporation engages in good work of many kinds. It supports worthy causes, contributes to local civic and welfare organizations, help support colleagues, grant scholarships and fellowships to worthy students, gives to community-welfare funds sponsor youth activities.
The execution of policies is the responsibility of every member of the organization who, in the performance of his duties has contacts with the public. It is the responsibility of management to see that policies are understood, accepted and intelligently applied.
To convince residents in its plant communities that the corporation is a good industrial neighbour, the corporation should be willing to shoulder its part in community responsibilities by providing leadership and support for worthy health, welfare and civic programmes; that is pays its fair share of taxes to support schools and other government services, that is contributes to community stability and growth, and that it’s a good place to work.
According to Frasier Moore in his book public Relation principles, cases and problems:
“community relations as a public relations function is an institution planned active and continuing participation within a community to maintain and enhance its environment to the benefits of both the institutions and the community”
At this juncture it is pertinent to note that community relations is an aspect of public relations activities. Public relation though has a lot of definitions but Charles Steinberg defined it as:
“that specific operating philosophy by which management sets up policies designed to serve both in the company’s and the public interest ….. it is further the basis of communication technique which management employs to achieve good relations with the public 2
this is to say that a good public relations programme require a sound basic policy and the application of sound publicity techniques to achieve the desired goal. The goal may be goodwill, sales, company prestige or individual prestige or it may be a combination of all these. Public relation is basically interested in creating and maintaining goodwill. It desires the goodwill of the public as a basis for sound sale policy and a satisfied buying enhances the individual prestige of the industrial leaders who is at the head of the management of the company.
1.2 BACKGROUND OF THE STUDY
Nigerian Breweries, PLC the pioneer and largest brewring company in Nigeria was incorporated in 1946. it recorded a landmark when its first battle of star larger beer rolled off the bottling him in its Lagos Brewery in June, 1949.
This was followed by Aba brewery, which was commissioned in 1957, Kaduna Brewery in 1963 and that of Ibadan in 1982. in September 1993 the company acquired its fifth brewery in Enugu which is the one we are particularly interested in on April 9, 2001 NBPLC was Christened the .AMA Greenfield brewery in Enugu; the largest in Africa. The brewery was commissioned on 24th October 2003.
Thus, from its humble beginning in 1946, the company now has five operational breweries from which its high quality products are distributed to all parts of this great country. The AMA green field project is said to be the largest private investment of its kind in Africa. This multi-million naira projects is located here in Ngwo and together with the preexisting NBPLC Brewery near Coca-cola PLC, forms part of this writing. This ultra modern brwery is of high level automation and uses ultra modern technical equipment which makes it possible for the AMA brewery also to brew Heinker beer; other hands are star, Guider, Legend Extrat Stout, Maltina and Amstel Malta.
In a recent statement by the CEO NBPLC chief. Festus Odimegwu. It was clear that the AMA brewery creates a tremendous Impetus. According to him, he said, “This brewery empowers our company”. The brewery has 280 employees with permanent jobs and some one hundred workers employed in businesses engaged by Nigerian Breweries.
Nigerian Breweries PLC has won several awards as a mark of its good performance in various spheres nationally. It has consistently won the prestigious.
Nigeria stock exchange president’s merit award for several years now. In 2001, it emerged the winner of the Nigerian stock exchange quoted company of the year. It has also won the Nigerian industrial standard (NIS) Awards for its various products. This is achieved through good product quality, efficient management of operations and strategic penetration into market environment. So also is its proper understanding of consumer attitudes and habits as well as high social responsibility profile at national and zonal level.
For two consecutive years (1999 and 2000) the company won the keenly contested Africa beer Award organized by Heinken for its operating companies in Africa and the middle cost. NBPLC believes to be a corporate citizen with a vision to be a world class company. It has an increasing export business that dates back to 1986. currently, NBPLC exports its products to U.K, U.S.A, Italy, Netherlands, Germany and Kenya.
Another key to its success in recent times is its ability to keep pace with key international developments, thus ensuring that its systems processes and operational procedures are always in conformity with world class standards. It is in time with this policy that the company established a research and development center in 1987 to enhance its research activities on all aspects of brewring operations.
- STATEMENT OF THE RESEARCH PROBLEM
Although a multi-national Brewing company like the NBPLC will always stand its feet to claim a socially responsible corporate citizen with a very good record of corporate philanthropy in the areas of education, the environment and commutations, need still be to investigate whether these claims has in one way or the other affected the host community or does these philanthropy go to other communities.
It is well known that industries and communities where it is located are supposed to work hand in hand. Just as the cultural and social forces influence the industry, so does the activities of the industry affect the economic, social and political life of the community. An industry is therefore suppose to provide essential services to members of its host community.
The problem that readily comes to mind
- Whether the community relations programmes of NBPLC has had any contribution to its growth; NBPLC has any contribution to its growth; both to itself as well as the host usually, any establishment ones it a point of duty to help the host community for full acceptance. Where such relationship does not exist, there is the tendency of problems ranging from sabotague vandization pollutions, chaos etc.
- To what extent has the management of NB PLC favoured its host community in its employment package.
- Does the public relations policy of NBPLC lay any emphasis an its community relations policy if yes, does the management adopt this laid down policy.
It is an record that NBPLC in 1994 established an Education trust fund of N100 million to take more active part in the funding of educational and research facilities in higher institutions. So also is its secondary and university institutions so also is its secondary and university scholarship programmes for children of its employees, but none has been proved publicly to have gone to its host communities. One should not forget the agilation of Niger Deltta states. All these finding, if care is not taken could. Have gone to people in far states like Sokoto and Borno neglecting it host.
It has also spent huge amounts in sponsoring sports with the aim to developing Nigerian sportsmen and women to participate national and intonation sports, and boost the sports profile of the community. Yes all these are on record but the focus of this research is particularly an host communities. The impact of Nigeria Breweries PLC on Ngwo people.
This research is designed to asses the level of community relations policy of Nigeria Breweries PLC an host community, Ngwo.
Whether management of NBPLC has an ground not as policy any good relationship between the industry and plant community .
Whether there were influences within or outside the company which has hindered this relationship.
It could also evaluate the growth of NBPLCS image within and outside her environment.
External factors like tribal sentiments, religion factors, God fatherism especially an areas of employment etc will also be looked into as hindrance to the expected inter-relationship.
1.4 SIGNIFICANCE OF THE STUDY
The research findings if adequately adhered to will help improve on the relationship existing between not only NBPLC but other companies which has been exploiting and polluting environments of the host without proper compensation it will also create an employment atmosphere for the members of the host community thereby making than active especially in areas of boasting their production as well the G.N.P rather than mere vandalsers and miscreants.
The later has been a daily re-occurrence especially in Niger Delta States where even a good number of people die steadily while trying to vandalise oil equipments. This could only stop if management of these companies device proper help strategies, financial and otherwise.
The following research questions were developed for this study.
- How has the community benefited from the sitting of the company in its locality.
- To what extent did the management follow their programmes in employment exercises
- What specific arrangement has the company made for improved community relations?
- Is there any area of conflict between the community and the company?
- What other factors apart from the establishment’s decision in carrying out any project?
The following hypothesis are bound to be proved or disproved.
- The more the Nigeria Breweries lays emphasis on community relations policy the more support it engage from the community.
- The Nigerian Breweries is able to achieve enormous progress due to its poor community relations.
- The community is likely to complain that the attitude of the management of the br4eweries in terms of community relations, does not always suit them.
1.7 CONEPTUAL AND OPERATIONAL DEFINITION IMPACT
Emphasis on this could be based on change (s) or re-actions. It means efforts results or desire consequence of an application. In other words, it refers to the total scores on performance, interest, understanding, and appreciation of subjects taught.
COMMUNITY
It refers to a group of people living in the same place and satisfying their desire for a good spiritual material social and culture life though the services of schools, churches, business, libraries social welfare and government.
However, Nigeria Brewery Community covers the entire Enugu State but for the purposes of this research, the research is to study the area where the establishment is situated namely Ngwo community.
PLANT COMMUNITY
The area where an industry is sited is know as plant community. The plant community of Nigerian brewery here refers to Ngwo in Udi local government Area of Enugu state
CORPORATE BODY
People belonging to one body or corporation. Thy should work together to achieve a common goal.
PLANT TOURS
It refers to an occasion whereby the public are invited to the company and are taken round the company to see for themselves the manipulation of the various equipment in the establishment and the process involved in the production.
OPEN HOUSE
It refers to a special dog in which the management of any establishment throws open the gate of the company for its publics to know exactly what the company does and entertain the guest thereafter
This research work is carried out based on the following assumption viz
(a) That Nigerian Breweries PLC is the pioneer and largest Brewing company in Nigeria as well as the largest private investment in Africa.
(b) It is therefore assumed that its public relations had worked very hard to achieve a sound basic policy and the application of its sound publicity technique had made the company to achieve its good will, sales, companies prestige e.t.c. This is why from 1946 when this company came into existence till date has been able to achieve more than the other brewing companies around. More so, this could be reason why it had won several awards for several years.
In carrying out this research work, a plethora of strangulating problem were encountered. The problems ranged from financial to logistics, lack of data and facilities to actually carryout empirical test.
These constraints made the study to be restricted to Nigeria Breweries PLC Ngwo in Udi. The researchers were also handicapped by the unwilling attitude of most people to provide the most needed information, it is an obvious fact that the material are not easy to locate.
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