MARKET SEGMENTATION AS AN EFFICIENT TOOL OF ACHIEVING INCREASED MARKET SHARE (A CASE STUDY OF 7 UP BOTTLING COMPANY PLC ABA).
ABSTRACT
This main aim of business is to seek, attract and retain customers who will use the company various products to meet their needs or solve their problems. Successful service organization must therefore understand how customers view services and in what ways it presents a different advantage relative to the company’s offering. Therefore the main objective of this study is to determine the efficiently of market segmentation in increasing market share of a company. The research questions were asked, problems identified and objectives set. At the same time some existing literature on the subject matter was reviewed while a pattern was followed to gather and analysis the data collected. Eight research questions were formulated which guided the study. The analysis is presented by the sue of table, sample percentage to enable one to have an overview. Some of their findings principles were based on the increased in sales of the organization product and determining the efficiency of market segmentation which depends on the managers getting what they want from planning. To change the minds of non-user of market segmentation, organizations and management should know that the planning as rewards. Also management should try to identify each managers needs and expectations so as to increase their moral and planning performances. Based on this study some conclusions were drawn from the findings and they include, organizations should maintain an effective plan, provide a good planning and working environment, pay fair and adequate salaries and also encourage the management. Theoretical research needs to be carried out by other researchers to find out the efficiency of market segmentation in achieving increase market share of the company. Conclusively, the factors mentioned above can make management to be satisfied with planning and more rewarding to the manager and society.
TABLE OF CONTENT
Title page – – – – – – – i
Approval page – – – – – – – ii
Dedication – – – – – – – iii
Acknowledgement – – – – – – iv
Abstract – – – – – – – – v
Table of contents – – – – – – vi
CHAPTER ONE
- Introduction – – – – – – 1-2
- Background of study – – – – 2-6
- Statement of the study – – – – 7
- Objectives of the study – – – – 7
- Research question – – – – – 8
- The significance of the study – – – 8-9
- The scope of the study – – – – 9
- Limitation of the study – – – – 10
- Definition of terms – – – – -10- 11
CHAPTER TWO
- literature review – – – – – 12-13
2.1 introduction – – – – – – 13-15
2.2 Relevant models of market segmentation – 16-17
2.3 Current literature base on theories and models of market segmentation. – – – – 17-22
- Bases for segmentation in industrial market.- 22-23
- Market share. – – – – – – 23-26
CHAPTER THREE
- Research methodology – – – – 27
- Introduction – – – – – – 27
- Research design – – – – – 28
- Source / methods of data collection – 29
- Population and sample size – – – 30
- Sample technique – – – – – 30
- Validity and reliability of measuring instrument 31
- Method of data analysis – – – – 32
CHAPTER FOUR
4.0 Summary, conclusion and recommendations 33
4.1 Introduction – – – – – – 34
4.2 Presentation of data – – – – – 34-36
4.3 Analysis of data – – – – – 36-
4.4 Interpretation of results – – – – 36-39
CHAPTER FIVE
5.0 Summary, conclusion and recommendations 40
5.1 Introduction – – – – – – 40
5.2 Summary of finding – – – – – 41-42
5.3 Conclusion – – – – – – – 42-44
5.4 Recommendation – – – – – 44
References – – – – – – 45-46
Appendix (ces) – – – – – – 47
CHAPTER ONE
- INTRODUCTION
7up plc was introduced by a Lebanese called Mr. Mohammed Elkhail as a business man, he came to Nigeria in 1926 and trade on household and Kitchen utensils. He also owned later one of the biggest transporting company in West Africa. He went into soft drink business as a kind expansion in 1959, and subsequently introduced 7upbottling company now plc.
The location of the 7up first plant was at Ijora in Lagos now the head quarter where the first bottle of 7up was produced in 1960. also on that day, a total of fourteen crates were produced.
The Ibadan, Ikeja, Kano, Kadunna and Aba plant were opened between 1980 till 1989. also till date more plant have been opened across the country including many depots.
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