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Advertising Strategy In A Competitive Business Environment.
[A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC IBADAN PLANT]
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1.4 SIGNIFICANCE OF THE STUDY
Nigeria Bottling Company that engages in planning an advertising strategy through various methods will find the research very useful in planning their day-to-day operation. In a way the study is a crucial review of the role in advertising strategy in competitive business especially in the Bottling Industries.
Nigeria Bottling Company Management owns a duty of putting there houses in order all their advertising strategies.
This study has showed how the company task can be achieved, it is also discovered in the course if this research that advertising strategy is used in the increase of the sales. If product in both competitive oligopolistic and monopolistic markets.
Apart from the above important factors of students saddle with project similar to this study will also find the research useful. Effective and efficient advertising strategy will also help companies that experience keep competition among themselves to achieve its set out objective.
The research is equally significant to the researchers as it part of the requirement for the award of National Diploma (ND) Certificate in the polytechnic.
1.5 SCOPE OF THE STUDY
Owing to time and financial constraints one will not be able to involve other companies that are in soft drink bottling business. No matter how important they are to the study.
Bottling company like Top Bottling Company, Limca Bottling Company, Tandy Gruanner and Schweppes Bottling Company e.t.c are involved in Bottling of soft drinks that promote the product of business organization. This organization would have been added in the study.
With the fear of the secret with which Bottling Company treat their information and the scarcity of time labour and resources limited their study to just one Bottling company (Nigeria Bottling Company PLC) the justification being that since this is wholly bottling company it is photo – type of other companies.
1.6 LIMITTATION OF THE STUDY
There are a lots of factors which limits the researcher ability in carrying out a wider study of research out of which the following major factors.
EXTERNAL FACTORS;- one of the external that affect research study is legal factors. This is legal policy prevailing within the organization restricting employees from disclosing some secretes in the organization which would have still be an additional data for the researcher.
Secondly, people are sty and afraid to give out information. Despite the assurance by the researcher that information given would be treated in strict confidence and will be purely for academic work, officials at Nigeria bottling company plc, Ilorin we afraid to lot one into their book and vital documents which may contains important information to the research.
INTERNAL FACTORS; - the internal factor that affect the researchers include;
FINANCE;- the researcher financial back grand is actually poor and this has negative effect on their power to conduct the research to some extent
Time; - The researcher were faced with conflicting programs such as the project work and academic work and this also limited the scope of the study.
LABOUR;- Since the project work is mostly labour intensive in nature.
1.7. THE HISTORICAL BACK GROUND OF NIGERIA BOTTLING COMPANY PLC
Coca-cola was first made in 8th may, 1886 by Dr. John styth pemtentun, a pharmacist in his home in altanta, georging USA. The name coca-cola was given to it by frank .m. Robinson, Dr. pemtentun’s partner and book keep. He also designed the script that distinguished the famous trade mark.
Coca-cola remains a secrete as they have been operation for over 100years. The formula known as MERCHANDISE 7X is kept in a special security vault in a bank in the united state.
Coca-cola was established in Nigeria 1953 when the Nigeria bottling company opened it first plan in Lagos in 1951 .It started business with an authorized share capital of 15 million as at 1982. Its products are coke, Fanta, Ehapman, Spirie, Kreast, bitter lemon, Schweppes, bitter lemon soda, tonic ova table water.
So far Nigerian’s drink about 1,200, 050 bottle everyday. Nigeria bottling company is also the largest manufacturer of co2 in the country, which is used to carbonate your favorite soft drink.
Nigeria Bottling Company employs over 6,000 Nigerians in all fields of operations. Quality is the key word which determines the success of the whole operation. Only the very ingredients are used for making out soft drinks sophisticated washing and filling equipments have been made installed at all plants.
An extremely high standard of hygiene is maintained to ensure that top quality products reach the customer. The manufacture process of coca-cola is based on a carefully measured combination of sugar, water and concentrate. The same standard is maintained throughout the would.
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