THE IMPACT OF MARKETING LOGISTICS ON CORPORATE PROFITABILITY IN THE BREWERY INDUSTRY (A CASE STUDY OF NIGERIA BREWERY PLC ENUGU)
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ABSTRACT
The study as the impacts of marketing logistics on the corporate profitability in the industry a ( case study of NBPLC,ENUGU IC) was carried out with the following objectives:
To determine if consumers are satisfied with the marketing logistics strategies adoptioned by Nigeria brewery plc Enugu.
To offer solutions and suggestion on how to tackle and alleviate distribution problems identified.
In order to achieve the above objectives. Three sets of questionnaire were prepared and administratered to the population ccomprising staff, distributors and customers of NB plc Enugu in addition, extensive literature review was conducted.
The sample size for the study were determined using topmans formula. Questionnaires collected were analyzed using frequencies and percentages, while the hypotheses were tested using chi-square and statistical tools.
The analyzed data and tested hypotheses showed the following.
- That marketing logistics as being adopted by NB Plc Enugu charges customer patronage and impacts positively on the corporate profitability of the company.
- That marketing congestive is an indispensable tool for not only fighting competitive but also increased market share of the company.
Based on the fings the following recommendations were made
- NB Plc Enugu should also maintain good and efficient service to its customers.
- The case organization should continuously monitor the marketing environment so as to ensure continued relevance of it’s marketing cogitics system, in serving the market efficiently and effectively for improved corporate profitability
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