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ANALYSIS OF THE MARKETING STRATEGIES OF MILCOPAL NIGERIA LIMITED
ABSTRACT
There is no doubt that marketing strategy has an important
bearing on the performance of a business organisation. The basic
purpose of this project therefore, is to examine the role of marketing
strategy on the overall performance of MILCOPAL NIG. LTD.,
Kaduna. Firms in Nigeria have over the years adopted various
marketing strategies aimed at improving their overall performance and
profitability. It is the argument of this study that the desired objective
of an organisation may not be attained without a comprehensive
marketing strategy. This is because the firm may not actually know
how its objectives are to be accomplished. It is for this reason,
coupled with a more challenging business environment in recent time
that more and more companies are now adopting the use of
marketing strategies. The project is organised into five chapters.
Chapter one deals with the basic framework of marketing strategies
and how they contribute towards an efficient operation. The chapter
also considered the objectives of the study, its scope and limitations.
An overview of the various literatures relating to marketing strategy
were produced. The marketing strategies of the organisation were
analysed and assessed in relation to its overall performance.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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