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" Customer-Driven Strategies and Performance of Carbonated Soft Drink Company in Southern Nigeria "
Okpara, Kelechi Kyrian
Gbadeyan, Rotimi Ayodele
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Latin Dissertation
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English
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| Record Number
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1053190
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| Doc. No
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TL52307
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| Main Entry
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Okpara, Kelechi Kyrian
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| Title & Author
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Customer-Driven Strategies and Performance of Carbonated Soft Drink Company in Southern Nigeria\ Okpara, Kelechi KyrianGbadeyan, Rotimi Ayodele
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| College
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Kwara State University (Nigeria)
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| Date
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2020
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| Degree
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Ph.D.
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| student score
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2020
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| Note
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169 p.
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| Abstract
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Seven Up Bottling Company Nigeria Limited is concerned about the effect of intense competition on her performance. Consequently, it is seeking solutions to issues that can enhance its competitive advantage, sustainability, and potential growth through customer-driven strategies. Hence, the study examined the impact of customer driven strategies on the performance of Seven Up Bottling Company Ltd. in southern Nigeria. The specific objectives of the study were to; examine the effect of product differentiation as a customer-driven strategy on profitability of Seven Up Bottling Company Ltd.; examine the extent to which value preposition as a customer-driven strategy of Seven Up Bottling Company Ltd. affects market shares; assess the effect of consumer co-creation as a customer-driven strategy on the sales growth of Seven Up Bottling Company Ltd; and to determine the effect of customer benefit segmentation strategy on the productivity of Seven Up Bottling Company Ltd. The study used both primary and secondary data to achieve the objectives. The primary data were drawn through in-depth interview of ten top distributors in the region and four hundred copies of structured questionnaire which were administered on distributors using systematic random sampling technique across the five plants in southern Nigeria. The secondary data consisted of the annual profit, market share and sale figures of the organisation obtained from the annual account between 2013 to 2017. The primary data and secondary data were analyzed using multiple regression and Dickey-Fuller Test respectively. The study found that the adjusted R square of 0.517, 0.488 and 0.537 signified the impact of customer-driven strategies have on profitability, market shares and sales growth. This was corroborated by Dickey Fuller test which revealed P value of 0.01, 0.01097 and 0.01782. Based on findings from the study, customer driven strategy is central to organisational performance. The study recommended that Seven Up Bottling Company Ltd should ensure it continue adopting and using appropriate customer-driven marketing strategy, so that various segments of its target market are provided with specific brands that would meet the needs and requirements of each segment of its consumers’ market. This would ensure that the company has in its possession a good weapon for gaining and sustaining customers’ loyalty, which would ensure that market share of the company continues to grow and is efficiently sustained. There should be constant re-orientation of the distributors of carbonated companies operating in Nigeria, with focus on selling the importance and benefits of customer-driven marketing strategies to the company. This would help future product planning and appeal to and gain customer commitment to their respective network services. The management of Seven Up Bottling Company Ltd. and other organisations in the carbonated soft drink industry need to integrate customer-driven marketing strategy into their marketing strategy. This would serve as a tool for obtaining and communicating relevant information from and to the target market and for integrating different types of customers into their overall strategy.The management of Seven Up Bottling Company Ltd should continue to improving product attributes such as packaging and product availability, by investing more on customer forum, feedback mechanisms and offer products across the various segments.
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| Descriptor
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Business administration
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Gbadeyan, Rotimi Ayodele
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Kwara State University (Nigeria)
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