CHAPTER ONE
INTRODUCTION
- Background of the study
Production planning embraces the task of adjusting the product throughout it life to match the ever-changing demands of the market place. Too many organization make the mistake of thinking that consumer fed and act as they do and share their want. The job of managing a product then is one of constantly monitoring the market and adjusting the product to meet the market need and want. The better the product matches the need of the market, the more successful it is likely to be. Today as product and service becomes more and more commoditized many organization are moving to new level in creating value for their customers. To differentiate their offers they are developing and delivering total customer, experience where as product are tangible and services are intangible experience are memorable whereas product and services are external, experience are personal and taken place in the minds of individual consumer organization that market experience realize that customer are really buying much more than just product and services. For a product to be successful, gain acceptance in the market environment, a well organized product planning is the process of tilling the proposed product to the requirement and opportunities the process an anticipating the need of the market place initiating action toward the identification and production of product and services which will best satisfy the need and want of the trapped market environment. Production planning is internal factor in an organization. A product once it is commercialized faces the problem of management. The firm is not alone in the industry and competition will want to enter the market if the industry and competitor will want to enter the market, if the product process successful therefore, follow that the firm must manage its product right from the introduction stage till the mature or even declining state (Buzzell 1996). Production planning is however characterized by dangers and uncertainties, the danger may be in wishing financial and human resources with achieve success protection and market acceptance, the uncertainties arise as to whether the product will service, face much competition or die on the introduction, Anyanwu (1993).
Managing the product variable embraces planning and or service to be marketed by the company. The product mix element constitute the most important it is thus produced that every producer tries to conceptualize in the form most desired by the consumer in order to satisfy his need for proper management of product, the organization (Dick Berry 1981). This is because the factors will determine the success of the product in the marketing environment. In production planning process the product like cycle provides useful information on how to apply the principle of marketing and management in organizing and in carrying out that activities that will successful market the product. If a firm fact to manage it product, it plan to part in launching it product.
There are reasons why market parts in the market environment.
1. Lack of distinctive advantage in product performance and price.
2. Over estimation of the target market which may result in low demand.
3. Inability to utilize company strength to capture profitable opportunities.
4. Unpredictable change in consumers preference for goods and services.
- Product which facilitate competitive entry into the market by competitors.
6. lack of support from the marketing intermediaries.
In order to avoid the above mentioned area the firm must consider and evaluate the product satisfaction and acceptance in such ways that will favour the consumer and the organization in general (Anyanwu, 1993) in managing a product especially in marketing product service, the functions varies from organizations objective to the other. But the basic function in managing a product are the same with the principle function of management as it is stated in the management field. But the different is that production planning are guided toward developing are organizing a successful product that will gain acceptance in the marketing environment the following are the basic function of product management.
PLANNING FOR THE PRODUCT
Planning is the first production planning function on which the other take bearing, it refers to as forecasting the product future circumstance and requirement dealing product objective and determine product to be followed and set product standard planning in production planning plays and important impact because it determine the success of the product in the market environment.
- ORGANIZING THE PRODUCT
How to accomplish the goal is the next thus organizing the product is the process of providing and evaluating the product attribute and successful accomplish the stated product objective.
Control the product and the environment controlling the product is the process of ensuring that the product objectives are reaches and deviation from planning for the product are corrected controlling could be effective- when report are gotten from the marketer and sale representative regarding area of deviant fro correction purpose. However the organization must understand and monitor the actors and forces that effect the environment before organizing and co-ordination the production planning process. This is because the environment is a very dynamic one and it need a well organized structure before any marketing activities can gain acceptance to the environment.
1.2 STATEMENT OF THE PROBLEM
7up bottling company has been making relentless effort toward the management of product in Aba Abia State yet many of the products managed have all been able to satisfy the need for their target customers. As a result of this these product do not receive adequate patronage and resources wasted. This affect product profit negatively moreover, there are many hard nuts to crack in the management of product which makes it difficult for management to introduce new product even when old ones lack patronage product and hence slowness in generating income.
Again, some of the target customers are not aware of the existence of some the product which makes such product lack patronage and even when patronized only a few people patronize them. Hence product effort in their management become futile furthermore customers of the product are not adequately educated on the product managed and some product staff are not properly equipped on the marketing of financial service which makes it possible for profitable opportunities to be grasped in the product such lack of education renders product effort fruitless and resources used in managing such product wasted.
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