THE EFFECTS OF MARKET SEGMENTATION AND BUSINESS PERFORMANCE IN SOFT DRINK MANUFACTURING COMPANY.
(A CASE STUDY OF 7- UP P.L.C)
NUMBERS PAGES: 52 RESEARCH TYPE:- PROJECT AMOUNT :- ₦2500
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ABSTRACT
This study is aimed at examining the effect of market segmentation and business performance in a soft drink manufacturing company. A case study of 7 up Nigeria plc, as an organization.
To achieve this aim, the researcher used personal interview, questionnaires administration and documentary methods to collect information. Also, percentage and chi square techniques were used for analyzing and listing of hypothesis. The finding is that, 7 up company is a challenger in the soft drink market , it also sell her product in institution market , it made their price even in all sector of market e.t.c.
The conclusion was made base on the finding and recommendation are as follows, marketing manager should intensify its market strategy so as to obtain reasonable market share, the company should ensure that there is a mix brand in selling stock all the time to avoid sales force complaints and the company should also source for funds from the bank to ensure that they can reach the market segmentation. The above recommendations were made on how to segment market for better business performance.
TABLE OF CONTENT
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOLEDGEMENT
ABSTRACT
TABLE OF CONTENT
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY ———————————— 1
1.2 STATEMENT OF PROBLEM ———————————— 1
1.3 OBJECTIVE OF THE STUDY ———————————— 2
1.4 RESEARCH HYPOTHESIS ———————————— 2
1.5 SIGNIFICANCE OF THE STUDY ———————————— 3
1.6 SCOPE OF THE STUDY ———————————— 3
1.7 LIMITATIONS AND CONSTRAINTS ——————————— 4
1.8 DEFINITION OF THE TERM ———————————— 4
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 HISTORICAL BACKGROUNDS ———————————— 6
2.2 CONCEPT OF THE STUDY ———————————— 7
2.3 CRITICAL USED IN THE SEGMENTATION OF MARKET ——— 7
2.4 GENERAL APPROACH PATTERN AND PROCEDURE FOR MARKET SEGMENTATION
2.5 REQUIREMENTS FOR EFFECTIVE MARKET SEGMENTATION – 12
2.6 SELECTING MARKET TARGET AND MARKETING STRATEGIES – 13
2.7 EVALUATION OF MARKET SEGMENT —————————— 16
2.8 BASIC FOR MARKETING SEGMENTATION ——————– 18
2.9 PROBLEM OF MARKET SEGMENTATION ——————– 23
2.10 PROSPECT OF MARKET SEGMENTATION ——————– 25
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN ——————————————— 27
3.2 AREA OF THE STUDY ——————————————– 27
3.3 POPULATION OF THE STUDY ———————————– 28
3.4 SAMPLE OF THE STUDY ——————————————- 29
3.5 METHOD OF THE DATA STUDY ———————————- 30
3.6 ADMINISTRATION AND RETRIEVAL OF INSTRUMENT ——- 31
3.7 PROBLEM OF METHODOLOGY ———————————- 31
3.8 METHOD OF DATA ANALYSIS ———————————- 31
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 PRESENTATION AND ANALYSIS OF DATA —————— 32
4.2 TEST OF HYPOTHESIS ——————————————- 33
4.3 DISCUSSION OF DATA FINDINGS. ————————— 40
CHAPTER FIVE
SUMMARY CONCLUSION AND RECOMMENDATION
5.1 SUMMARY OF FINDINGS ——————————————– 47
5.2 CONCLUSIONS ——————————————– 47
5.3 RECOMMENDATIONS ——————————————– 48
QUESTIONNAIRE ——————————————– 49 BIBLIOGRAPHY/REFERENCES——————————————– 50
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