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ACHIEVING SYNERGY THROUGH EFFECTIVE MANAGEMENT OF THE MARKETING MIX IN THE FAST FOOD INDUSTRY (A CASE STUDY OF NANET LIMITED)
ABSTRACT
Due to the pressures of ever-changing work patterns a new generation of Caterers have appeared. They are the Fast Food operators. Their aim?, to provide the time conscious modern worker with a satisfactory meal. Their offering?, Snacks like meatpies, puff-puff etc. The bone of contention here is, are these fast food operators doing the BEST they, can to provide consumers with a decent offering in terms of quality and prices?. Are the consumers aware of the existence of these products, and are they readily available? The 1st chapter highlights the subject matter; rationale for the study in view of the problem; a hypothesis, definition section and the significance of the study. Inclusive are the scope, drawbacks and research methodology used in the study. The 2nd Chapter provides the theoretical foundation to the subject i.e The concepts and principles of synergy, Management and Marketing. Chapters 3 and 4 constitute the data analyses. Nanet Meatpie is examined in terms of history, organizational structure, Marketing Mix and its Management. The Final Chapter deals with recommendations and a conclusion based on the findings. Overwhelming external environmental and internal organizational constraints have been found to mitigate sophistication in designing and implementing the Marketing mix in Nigeria. Fast Food operators have realized that theories and concepts are meaningless unless placed in an environmental and competitive context.
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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