ABSTRACT
This research study the effect of forward integration strategy on the manufacturing industry performance, the study of Cadbury Nigeria Plc, was carried out to proffer solution to problems facing manufacturing industry with the regard to lack of gaining control over distributors, lack of unlimited availability of qualified and competent distributors, lack of stable production, desire to gain competitive relative cost advantage over rivals e.t.c. The study was conducted using Cadbury Nigeria Plc as a case study with the objective of determining the forward integration strategy on manufacturing industry performance and also proffer lasting solution to problems of distribution channels and cost of intermediaries. The statistical packages for social science( SPSS) tools was used to analyzed the information collected from the respondents, the study reveals that the practice and adoption of forward integration strategy as a strategy tool increases organizational sales thereby increasing profitability rate and market shares which in turn have significant effect on the general performance of the firm.
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