THE EFFECTS OF ENVIRONMENTAL FACTORS IN THE MARKETING OF CONSUMER GOODS IN NIGERIA’S NORTH CENTRAL GEOPOLITICAL ZONE

THE EFFECTS OF ENVIRONMENTAL FACTORS IN THE MARKETING OF CONSUMER GOODS IN NIGERIA’S NORTH CENTRAL GEOPOLITICAL ZONE

(A CASE STUDY OF COCA-COLA BOTTLING COMPANY PLC IDU, ABUJA)

ABSTRACT

It is known that organizations have realized the effect of Environmental Factors on Marketing of Consumer Goods in Nigeria’s North Central Geographical Zone. Marketing is a guide in effective operation in business activities. This had compelled the researcher to undergo this study in evaluating the existence of the Marketing Environmental in Marketing of Goods in Nigeria’s. This research work reveals the challenging facing form in adopting marketing environment. It focuses on the effect of the environmental factors which makes it difficult to achieve it production. Hypothesis was formulated for the project work, the hypothesis states that “Environmental factors have effect on marketing of consumer goods as to help them develop their company towards achieving it’s goals and objectives. The hypothesis revealed this, of the concept of marketing environment that if it is not properly adopted it will have an effect on it’s relevance towards achieving it’s objectives and goals. The researcher recommends that despite those factors, firms should adopt marketing environment in a bid of succeed benchmark technique and in adopting to the marketing environmental factors firms will go a long way in assisting them to achieve a high level of diversification in their business activities.

CHAPTER ONE

INTRODUCTION

1.0     BACKGROUND OF THE STUDY

          Marketing is a set of business activities, therefore, any factor of environment which affects business as a whole will also affect the marketing activities. Marketing operates within the environment. All marketing functions are carried out within the environment. In the process, there is interaction between business or industries, the lifestyle of the people, even the marketing of consumer goods in Nigeria.

          It is the ability of the interaction between marketing firms and the environment that we call marketing environment. In other words, the marketing environment includes the factors that affect the existence and operation of marketing firm, marketing function within a specific society and the society’s social system is compared on interacting with groups whose member have cultural pattern, norms, beliefs and goals. Since marketing is part of the society, it is natural that society should have interest in the welfare of the society.

          Man is said to be a product of his environment, but it is not easy t understand how much environment relates to man’s existence as our main concern about what is happening to our marketing environment is bassed on the fact that we live in a marketing oriented society. In this regard, marketing is a set of business activities, responsible for the distribution of  goods and services produced by the society.

          Besides being the main user of the natural resources, business is also a dominant forces in the society. It is the source of most of our goods and services, it employs millions of the working population, most of them in the marketing function. It is also originator of many of the environment pollutants such as smoke, noise and factory wastes. It may be pertinent at the function to ask question “is marketing environment determinant or environment determining?”. The marketing unit operating style and philosophy will influence the way it perceives it’s marketing opportunity and it’s reaction to environmental factors.

          Marketing organization regards the environmental situation as given and fixed and therefore beyond their control and influence. Firms with this types of operating philosophy can be said to be environment determined. On the other hand, marketing firms which see the environment as flexible and capable at least over the long-run of being mandate to the firm best interest can be described as environment determining.

          In the meantime since marketing is a dynamic process firms, which premium of flexible thinking and market-oriented innovativeness, due to be preferred to firms that regard the environment as given and fixed.

1.1     HISTORICAL BACKGROUND OF COCA-COLA BOTTLING COMPANY PLC, IDU, ABUJA

          Historically, business organization of coca-cola bottling company Plc. This company’s first contract in Nigeria was the construction of the coca-cola company, Lagos in June 1995. Subsequently, in 1980 coca-cola bottling company Plc became incorporated into the Nigerian market and carried out complex and divers prefects nationwide. The company was later listed in the Nigerian stock exchange in 1995 as coca-cola bottling company Plc. The company’s corporate head office was commissioned in Abuja in 2007 at idu Airport Road, Abuja F.C.T.

THE COMPANY PROFILE

          Coca-cola bottling company Plc is an indigenous Nigerian company and:-

• Is managed by a team of Nigeria and German experts.
• Operates independently it’s own quarries, mixing plants, repairs and recondition workshops as well as a large and water transport fleets.
• Is particularly aware of and committed to focus on safety and environmental protection in accordance with international practice.
• Execute works by a qualified and well trained labour force.

COCA-COLA REPUTATION IS BASED ON

• It’s capability to plan, design, and maintain the variety to civic engineering and satisfaction of it’s clients.
• Its ability and experience to mobilize and state any kind of project in Nigeria in record time supported by the commitment and strength of the personnel and it’s own large fleet of modern bottling equipment.

 MISSION

• To offer innovation and cost effective solutions to our clients including conceptual ideal, design, procurement, bottling and long-term maintenance.
• To sustain our reputation for extremely short bottling schedule and quality performance in accordance with international standards delivered by a continuously strained and skilled Nigerian work force and a fleet at modern construction equipment.
• To be committed to the observance of all health, safety and environmental requirements in accordance with international practice.
• To be the most capable and trustworthy indigenous multi-service construction company in Nigeria all for the benefit of the nation.

VISION

          To develop long lasting co-operation in the spirit of partnership with our clients by adding value in fulfilling their objectives based on our performance.

1.2     STATEMENT OF THE PROBLEM

          Firms are encountered with one challenges on the other irrespective of their effectiveness and efficiency. So, the aims and objectives of coca-cola bottling company Plc is to boost it’s sales and enhance effective and efficient environmental factors in the marketing of consujmer goods which attracts the attention of potential and the present customers or consumers to enable effective patronage.

          The aims and objectives of the firms cannot be actualized due to some challenges which include both the controllable and the uncontrollable variables. The controllable variables (internal) includes the suppliers, publics, distributors etc. the uncontrollable (external) which includes the technological factor, economic factors, socio-cultural factors etc. without proper consideration of the above mentioned environmental factors the company  may not be able to accomplish their marketing objectives.

          Therefore, for coca-cola bottling company Plc to act effectively in the marketing of consumer goods, it should control all the environmental factors, by the use of promotional tools. But if it fails to that it will find itself evicted from the market place.

1.3     OBJECTIVES OF THE STUDY

          For any marketing firm to succeed, it’s objectives must be stated. Therefore, the objectives of this study is to check-mate how environmental factors can be used in solving firms problems like the marketing environment variables and how they can used to distribute the firms consumer products. And also, to know how to effectively apply environmental factors in order to actualize the firms goals and objectives.

          Specifically, to plan for a successful marketing environment in the marketing of consumer goods, it enables them to monitor the success of various marketing activities. Therefore, the objectives of the marketing environment in the marketing of consumer goods are as follows:-

1. To explore the various environmental factors in the firms environment.
2. To make possible recommendations on how to solve the problems of environmental factors in marketing activities.
3. To analyze the influence of these factors and marketing activities.
4. To help the organization to remain competitive in the market place.

1.4     RESEARCH QUESTIONS

1. How does technological factor affect your company’s marketing of consumer goods?
2. How does socio-cultural factor influence your company’s marketing of consumer goods?
3. How does the suppliers meet up with the demand of the customers in distributing the company’s consumer goods?
4. What are the views of the publics about your company’s marketing its consumer goods?

1.5     STATEMENT OF HYPOTHESES

Hypothesis is an assertion claim or a proposition made about a population or it is an assumption which can be tested about a population. The test is usually carried out by using a sample.

The following are the assumptions of the researcher and they are drawn from the statement of the problem. The hypothesis is stated in the null and alternative form.

Hi:     Environmental factors have significant effect on marketing of consumer goods.

Ho:    Environmental factors have no significant effect on marketing of consumer goods.

1.6     SIGNIFICANCE OF THE STUDY

The marketing environment is faced with numerous challenges within it’s immediate environment, and the totality of the larger societal forces. In fact, the work will be of great importance to firms as it would help them to know how to cope with the menace of the environmental factors.

The research work will also help future researcher who may want to carry out research of this kind or related topic as they will use it as a guide in their work.

1.7     SCOPE OF THE STUDY

This project work is mainly carried out on the effect of environmental factors on marketing of consumer goods of coca-cola bottling company Plc IDU Abuja. The study therefore, analyzes the various marketing environment surrounding an organization vis-a-vis micro and macro environment.

1.8     LIMITATIONS OF THE STUDY

In a study of this kind, certain constraints would definitely limit the researcher in the course of investigation of the research topic which may tend to improve the quality of the work. Such constraints may include:-

• TIME:-the period at which the researcher is given time to carry out research on the topic is very limited because of other academic activities involved such as class attendance etc.
• The non ability of related research work constituted another constraint and this might have a direct or indirect effect on the scope and quality of the research.
• FUND/FINANCE:- this is great problem in the present day of the economic recessions where people are struggling to live within the limited resources. The cost of printing and administering questionnaires and other miscellaneous expenses.

 1.9     DEFINITION OF KEY TERMS

• Marketing:-It is activity, set of institutions, and process for creating communication and exchanging offerings that have values for customers, clients, partners and society at large. It is also an attempt to actualize potential exchanges for the purpose of satisfying human needs and wants (Kotler 1991).
• Micro environment:– It means the factors close to the company that affect it’s ability to serve it’s customers (i.e marketing intermediaries, suppliers, publics, customers, competitors etcf.)
• Macro environment:– It is the totality of the larger societal process that affect the micro environment and these include, economic, political, legal, natural environment, socio-cultural, technological and demographic (ode, etal 2007).

 REFERENCES

Ayuba Bello (2009). Marketing Principles and Management. 3^rd Edition (Kaduna: Shukrah Publishing Company LTD. P. 99-108.

Philip Kotler, and Armstrong Gary. (2004), Principles of Marketing 10^th Edition New Jersey Pearson Hall Inc. P. 44.

Philip Kotler. (1991). Marketing Management Analysis, Planning, Implementing and Control.9^th edition.New York: Prentice Hall International. P. 28.

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