Key Features:
- No of Pages: 75
- No of Chapters: 05
Introduction:
Abstract
This research looked into the marketing problems and prospects of the bakery industry in Enugu metropolis with references to Ify bread industry.
To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral materials. The respondents of the study comprised customers, distributors, management and relevant staff of ify bread industry. The size was determined using bourley’s formular and also top man’s formula.
In organizing and presenting data collected table frequencies and percentages were used from the data collected and analyzed, the researcher made some findings among which are:
1. That the case organization does not literally involve in extensive promotion and this is hampering the effective functioning of the firm.
2. That the increase in the price of the product is as a result of raw material scarcity and high cost of production.
3. That Enugu state has underdeveloped market that bakery can identify and satisfy.
Based on these finding, the research made recommendation among which are:
i. The Ify bread industry should adopt effective promotional strategies for it customers, distributors as well as the employed of the firm such as awards, training discounts and allowances and so on.
ii. That bakery industry should embark more on marketing research to find out more of its prospect.
iii. The operations of public facilities such as electricity, transportation and so on should improve on their cost of production and distribution.
The conclusion of this is that ify bread industry has a good prospect but can only benefit from it if prosper measures are taken among which are mentioned in the recommendation of his research.
Table of Content
CHAPTER ONE
1.1. Background to the study
1.2. Statement of the problem
1.3. Objectives of the study
1.4. Research question
1.5. Significance of the study
1.6. Scope of the study
1.7. Limitation of the study
1.8. Definition of terms
CHAPTER TWO
Literature review
2.1. Overview of marketing
2.2. The marketing mix variables
2.3. Marketing problems of the baking industry
2.4. Marketing prospects of the baking
2.5. Ify bakery and the marketing problem.
2.6. Ify bakery and the marketing prospect.
CHAPTER THREE
Research methodology
3.1. Sources of data collection
3.2. Population of the study
3.3. Determination of sample size
3.4. Sampling techniques
CHAPTER FOUR
4.1. Data presentation, analysis and interpretation
CHAPTER FIVE
5.0. Summary of findings, recommendations and conclusion
5.1. Summary of findings
5.2. Recommendations
5.3. Conclusion
Bibliography
Appendix
Introduction
1.1 BACKGROUND TO THE STUDY
With the population Conesus of 1991 as a yardstick one can easily assert without any prejudice that Enugu metropolis is one of the density populated areas of the federal republic of Nigeria.
The population density of the state is synonymous wit its great market potential especially in the area of food items. At this point, the researchers have say that marketing in the state is still that of a developing economy with such characteristics of scarcity of products and raw material low completion, low rate of product exchange and lot of others. Most business in Enugu metropolis and the nation as a whole operates in the seller’s market, that is offering whatever product they have, without considering consumer’s satisfaction. It is this approach that describes marketing as a selling concept.
It is pertinent therefore at this point to say that marketing is not just selling as it is often misinterpreted to be. Marketing is not only much broader in scope than selling but strictly encompasses the enter business and its drive to achieve its goal and objectives.
Whereas selling is a distributive process, marketing according to the institute of marketing, London [1983:17] as the identification, anticipation and efficient satisfaction of the wants and requirements of the customer at a profit to the form.
Also marketing as a social and managerial process by which individuals and groups obtain what they need and want though creating offering and exchange products of value with others Ekotter, 1994:13] it then means that marketing goes far beyond pushing the product or service for sale.
The consumption of bread in Enugu metropolis and Nigeria as a whole has increased immensely. Surveys have shown that consumption of bread has spread even to the rural areas. In the words of Ukwu (1988) bread was introduced into Lagos in the 1630 by returning exclaves from Brazil. Bread consumption quickly spread among urban communities, first at the ports then inlands along the river and raul routes and finally to cities and villages.
Bread is categorized as a convenience good with a very low unit value and as such as deemed that consumers make purchase with deliberation and without much planning and for thought. Bread can also be termed an impulse good, since it does not require special knowledge and effort to purchase.
To be profitable, such a convenience good as bread must be sold in as stores and locations possible in most cases, consumers seeking bread knows what type of bread or brand that they want.
However, the most important product characteristics of bread are that of freshness, softness and colour of bread and these varies among various brands. Consumers sincerely have shown that consumers develop audient loyalty to a particular brand of bread they feel is of high quality and good taste.
But, it as a known fact that price plays an important role in the consumer demand for a product, Queen bread. This means that no matter the extent a consumer sticks his neck to a particular brand of bread that a kobo off or on can’t shake the consumer it will either cause the consumer to buy more or less or even change brand.
This present, research is devoted strongly to identifying the various marketing problems and prospects of the bakery industry in Enugu
metropolis with a particular reference to Ify bakery. Many of the bakeries has failed or is at the edge of facture because they have failed to take cognizance of the marketing problems inherent in bakery industry.
A greater percentage of the bakery owners are totally ignorant of the marketing function and some deliberately neglect the necessity of a programmed marketing activities. Quite often these entrepreneur appear goody optimistic about sales. They do not seem to know that even the best product still needs stimulants to be able to sell well. As of now, the identification of the re-current problems and prospects in the marketing efforts of the bakery industry and its solutions still remain a puzzle to many bakery entrepreneurs in Enugu metropolis.
The organization of Ify bakery industry is made up of the managing Director, with the production manage and sales. Manager finance manager and sales manager reporting directly to the managing director.
Buy Now
