Select Currency
Translate this page

CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT

Format: MS WORD  |  Chapter: 1-5  |  Pages: 72  |  900 Users found this project useful  |  Price NGN5,000

  DOWNLOAD THE FULL PROJECT

CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT

 

CHAPTER ONE

INTRODUCTION

Background of the Study

Reputation is seen by many commentators as an important asset which could be used as a competitive advantage and a source of financial performance. A “good” reputation is identified as an intangible resource which may provide the organisation with a basis for sustaining competitive advantage given its valuable and hard to imitate characteristics (Hall, 2003; Barney 2001). Corporate reputation is not a newborn issue neither in academic world nor practice. The term has evolved with the passage of time to become a strategic and intangible corporate asset and it has been used in daily life, business, and politics, etc. for a very long time. Reputation matters and it explain why customers choose company product or service in preference to competitors offering.

These major forces have created newbehaviors and challenges. Kotler (2000) argues that customers increasingly expect high quality, service andsome customization. They perceive fewer real product differences and show less brand loyalty. They canobtain extensive product information from the internet and other sources, permitting them to shop moreintelligently. They are showing greater price sensitivity in their search for value. Brand manufacturers arefacing intense competition from the domestic and foreign brands, which is resulting in rising promotioncosts and shrinking profit margins. Small alcoholic beverages are succumbing to the growing power ofgiant alcoholic beverages and the Category Killers.

It is important therefore to note that, Retail Sector is constantly changing so fast that those who donot innovate with time will ultimately lose substantially. It is an evolving industry which must cope with thevarious changes taking place. Jaworski and Kohli (2003) concluded that the ability of a firm to respond toidentified changes in the market or customer behavior is an important feature exhibited by successful firms.Kotler (2001) argued that today’s consumers are able to access objective information on competing brands,including costs, prices, features, and quality without relying on individual manufacturers or alcoholicbeverages distributors. In many cases they will be able to specify the customized services they want. Theywill be able to specify the prices they are willing to pay, and wait for the most eager sellers to respond. Theresult is the dramatic shift of economic power from alcoholic beverages to consumers. Sternquist (2009)argues that alcoholic beverages have been forced to engage in international expansion for a variety ofreasons. Key among them are; the desire to reach beyond a mature home market with low growth potential,

a need to diversify the investment, intense competition locally and the economic down turn.

Marketers are therefore changing their philosophies, concepts and tools in order to survive duringthis competitive era. From focusing on transactions to building long term profitable customer relationships,from making profit from each sale to making profits by managing customer lifetime value, from a focus ofgaining market share to a focus on building customer share i.e. by offering the best firm to selling the sameoffer in the same way to individualizing, customizing messages and offers. Companies will be able to designtheir own product features on the company’s web page. From heavy reliance on one communication tool tosuch as advertising or sales force blending several tools to deliver on a consistent brand image to customersat every brand contact. From treating intermediaries as customers to treating them as partners in deliveringvalue to final customers. From thinking that marketing is done only by marketing, sales, and customersupport personnel to recognizing that every employee must be customer focused, Kotler (2000).

Ansoff (2009) conceptualized the effects of environmental changes on the firms strategy andcapability. He stated that for a given environment an organization must come up with a suitable strategy. Hesuggested that there must be a fit between the existing strategy and the prevailing environment for theorganization to remain successful which must be supported by company’s internal capability.Benefits of a good reputation are seen as including higher customer retention rates and associated increased sales and product selling prices (Shapiro, 2003), and reduced operating costs (Podony, 2003). Notwithstanding these potential benefits, questions continue to be raised about the adequacy of the reputation construct (Gotsi and Wilson, 2001), how the benefits of corporate reputation are realised financially (Eberl and Schwaiger, 2005) and the direction of the reputation-performance relationship.

Following the approach adopted by Rose and Thomsen (2004), this study examines Australian data to ascertain any relationship between reputation and organisational performance. The paper commences with a review of the extant literature on reputation, its definition, measurement and association with financial performance. We then describe the method and data sources used in the study, followed by an analysis and summary of the results. This is followed by a discussion of the findings and a brief review of two industry-based cases which illustrate points of the discussion. We conclude by discussing the implications of the research.

1.2  Statement of the Problem

Alcoholic beverage companies have played a role in the country’s economic growth. They generaterevenue to the government through taxes; create employment to the locals in the product manufacturing,packaging and distribution to the retail outlets. The alcoholic beverages companies have significantly grownin Port Harcourt. The effect of this has beena reduction in market share, declining profitability and stiff competition. As a result companies have beenforced to craft strategies in order to sustain or grow their market share, expand to new territories or markets,acquire new technologies, develop brand or line extensions, reduce costs and risks (Oliver, 2005).

 Alcoholicbeverage companies in Port Harcourt need to adopt distribution strategies that ensure they reach their marketsefficiently.According to Ramamurthy (2007) consumers expect that alcoholic beverages will offer the rightmatch in terms of right product offering, quantities, place, time, and price by the right appeal. Retailing in Port Harcourt has gone through a significant change in the last couple of years with a complete shift in shopper’s

expectations and experiences. While the shoppers have remained the same everything has changed and gonemega, ranging from the size of the outlets to the layout, the ambience, the experience, the service, theloyalty, Incentives to the way promotions are done (Hasty and Reardon, 2007).Future managers need a systematized body of knowledge about how it works and how changingenvironmental factors will affect their present and future strategies. Presenting such knowledge is achallenge considering the complexity of human behavior, the highly competitive nature of the retail businessand the large number of environmental factors such as weather, government regulation, supply availability,economic conditions, technological change, and the vagaries of fashion, changing consumer habits andexpectations, social change and the squeeze on space. Companies have therefore been forced to build

organizations that consistently deliver the best customer offers. This has been made possible by adopting thebest retail strategies which identifies the needs and wants of a market place and customizing marketingefforts at the store and the individual level allowing the alcoholic beverages capitalize on differences in theconsumer and competition (Hasty and Reardon, 2007).

Randal(2001) argues that by adopting the best retail strategies, most companies have managed to geta clear path to beat competition, succeed in difficult markets, increase their sales and profits, but above allincrease your customer’s satisfaction and loyalty.

1.3  Purpose of the Study

The purpose of this study is to investigate Corporate Reputation and Marketing Performance of the Alcoholic Beverage industry in Port Harcourt. The objectives of the study are;

1.     To investigate the relationship between Corporate Image and Marketing Performance of the Alcoholic Beverage Industry in Port Harcourt.

2.     To establish the extent to which Customer Orientationand Marketing Performance of the Alcoholic Beverage Industry in Port Harcourt.

3      To examine extent to which Quality of the Managementand Marketing Performance of the Alcoholic Beverage Industry in Port Harcourt.

1.4  Research Questions

i)      To what extent does Corporate Image enhance Marketing Performance of the Alcoholic Beverage Industry?

ii)     To what extent does Customer Orientation enhance Marketing Performance of the Alcoholic Beverage Industry?

iii)   To what extent does Quality of the Management enhance Marketing Performance of the Alcoholic Beverage Industry?

1.5   CONCEPTUAL FRAMEWORK OF CORPORATE REPUTATION AND MARKETING PERFORMANCE 

Corporate Image  (CI) 

Market share  (MS) 

MARKTEING PERFOMRNACE  (MP) 

CORPORATE REPUTATION (CR)      

Source: Conceptualized from literature, 2015

1.6   Research Hypotheses

The following null hypotheses are formulated from the above specific objectives:

H01:   There is no significant relationship between Corporate Image and Market Share in Alcoholic Beverage Industry in Port Harcourt.

H02:   There is no significant relationship between Corporate Image and Service Qualityin Alcoholic Beverage Industry in Port Harcourt.

H03:   There is no significant relationship between customer Orientation and Market Share in Alcoholic Beverage Industry in Port Harcourt.

H04:   There is no significant relationship between customer Orientation and Service Quality in Alcoholic Beverage Industry in Port Harcourt.

H05:   There is no significant relationship between Quality of the Management and Market Share in Alcoholic Beverage Industry in Port Harcourt

H03:   There is no significant relationship between Quality of the Management and Market Share in Alcoholic Beverage Industry in Port Harcourt

1.7   Significance of the study

It is anticipated that the study will be of benefit to the alcoholic beverages companies, its managerswill be able to articulate the retail marketing strategies aimed at winning and retaining retail customers.

The study will help customers or alcoholic beverages understand the interventions companies shouldimplement in addressing the challenges that affect them from both the internal and external environment.Other companies would benefit from the findings of the study especially when benchmarking themselveswith other players in the same industry line or different industry dealing with alcoholic beverages in theirdistribution chain or in the area of strategic responses.

The study will also add value to the existing body of knowledge in the area of marketing, strategicresponses companies should adopt in order to gain a competitive advantage. It will also set foundation forscholars and researchers who wish to further understand the strategies that have been adopted by thedifferent companies in Port Harcourt

1.8   Scope of the Study

The general scope of this study covers Corporate Reputation and Marketing Performance. The geographical scope is Rivers State of Nigeria. The units of analysis covers randomly Managers, Staff and customers of Alcoholic Beverage Industry in Port Harcourt.

1.9 Limitation of the Study

The researcher was faced with the following constraints in carrying out this study:

Time: The time within the researcher is too short to carry on the detail study on this topic.

Resources: Another constraint of the researcher is financial resources to carry on the detail study of this topic.

Data:        another limitation to this study will be lack of data to make valid study on the research problem.

1.10 Definition of Terms

Corporate Reputation:The collective assessments of a corporation's past actions and the ability of the company to deliver improving business results to multiple stockholdersover time. For example, many businesses assess corporate reputations usingfinancialsoundness, quality of management, products and services and marketcompetitiveness as the criteria for ranking.

Managerial Reputation: Activities performed by individual or organization which attempt to maintain or create a certain frame of mind regarding themselves in the public eye.

Market share: A percentage of total sales volume in a market captured by a brand, product, or company.

Service quality:An assessment of how well a deliveredservice conforms to the client'sexpectations.

Service businessoperators often assess the service quality provided to their customers in order to improve their service, to quickly identify problems, and to better assess client satisfaction.

  DOWNLOAD THE FULL PROJECT

CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT

Not The Topic You Are Looking For?



For Quick Help Chat with Us Now!

+234 813 292 6373

+233 55 397 8005


HOW TO GET THE COMPLETE PROJECT ON CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT INSTANTLY

  • Click on the Download Button above.
  • Select any option to get the complete project immediately.
  • Chat with Our Instant Help Desk on +234 813 292 6373 for further assistance.
  • All projects on our website are well researched by professionals with high level of professionalism.

Here's what our amazing customers are saying

Abraham Ogbanje
NATIONAL OPEN UNIVERSITY OF NIGERIA
At first I was afraid.. But I discovered they are legit. I will bring more patronize
Very Good
Samuel From Ajayi Crowther University
You guys just made life easier for students. Thanks alot iprojectmaster.com
Excellent
Musa From Ahmadu Bello University
Thank you iprojectmaster for saving my life, please keep it up and may God continue to bless you people.
Excellent
Oluchi From Michael Opara University
If you are a student and you have not used iprojectmaster materials, you are missing big time! iprojectmaster is the BEST
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Abdulrazak Bello Marsha
Usman Dan fodio University
It was quite a better guide for project and paper presentation purpoting. Many thanks.
Average
Gbadamosi Solomon Oluwabunmi
Lasu
Swift delivery within 9 minutes of payment. Thank you project master
Excellent
Abubakar Iliyasu Hashim
Federal college of education pankshin affiliated to university of jos
I am highly impressed with your unquantifiable efforts for the leaners, more grace to your elbow.I will inform my colleagues about your website.
Very Good
Uduak From Uniuyo
IProjectMaster is the best project site for students. Their works are unique and free of plagiarism!
Excellent
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Excellent

FREQUENTLY ASKED QUESTIONS

How do I get this complete project on CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT?

Simply click on the Download button above and follow the procedure stated.

I have a fresh topic that is not on your website. How do I go about it?

How fast can I get this complete project on CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT?

Within 15 minutes if you want this exact project topic without adjustment

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

What if I want to change the case study for CORPORATE REPUTATION & MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT, What do i do?

Chat with Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

How will I get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 813 292 6373

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!