AN ANALYSIS OF IMPACT OF WAREHOUSING IN THE EFFICIENT DISTRIBUTION OF TOILET SOAP

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Consumer product innovation is a subject newly recognised to be vital to the future of companies, even the government, realised the important of product innovation to industries at large and its effect in the competitiveness of the Nigeria industries in the world matters. This is because many of the high quality product needed by customers are been imported by customers but the importation of these items does not help matter because of government regulations and unstable nature of our economy. This problem can only be solved if companies recognise the importance of innovation of new product and develop their ability on innovation with government giving assistant where and when necessary. Further more, all products has a life cycle, which dictates that some point there usefulness will decline. Although there is substantial valuation in life cycle by types and class of product. A product cannot be sustained for eternity and market emotions will work against its immorality. In the light of this therefore, the need for consumer product innovation by business firm cannot be over emphasised. Demand is increasingly dynamic and product life cycles are getting shorter, products’ life cycle if been comprised by accelerated research (William Stanton fundamentals of marketing 6th edition London). For most business to survive in the wave of all the social, economic, political and cultural changes blacking the view of their horizons the must embark on product innovation. For a product to effectively meet customers (need to reduce problems associated with decision in distribution pricing, advertising and personal selling). A poorly innovated product on the other hand create many problems for other decision areas in the company. Organisations are always competing for survival in the market, growth in market shares, product lines and mix.

These are necessary strategies for survival and attainment of over all objective of any corporate entity. All this can be achieved through consumer product innovation. Sales of successful new product goes through a period of growth reaches a peak and eventually declining maximum sales volume of any company is often reached only after competition have entered the field and innovation becomes inevitable. Moreso, the period that institutions and firms face is such that causes some firms to wind up or on the other hand periodically pay for it. This has made product innovation necessary or inevitable. Finally, innovation can be highly productive but often a risky road to many companies that are not aggressively alert to its possibilities.