ABSTRACT
This paper examined the impact of organisational structure of Nigeria
Bottling Company (NBC) Kaduna Marketing Activities. An organisation cannot
exist without a definite structure. The purpose of organisational structure is
the division of work among members of the organisation, and the co-ordination
of their activities so they are directed towards the goals and objectives of
the organisation. Data for the study
was collected from both primary and secondary sources. Table was used to present the data and
percentage was used to analyze the data. The findings revealed that
organisational structure has an effect on Nigeria Bottling Company. Therefore,
it was recommended that organisations should endeavor to have a well-defined
structure in place in order to achieve the set objectives
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
The existence of a business
organisation is to achieve goals and objectives. The goals and objectives
business organisations set to achieve determines how they managers allocate
tasks to employees. The allocated jobs are usually grouped into departments.
Nelson & Quick [1991] posit that departments in organisations can be
categorized into various units such as manufacturing. Sales, marketing, advertising,
and so on. They added that departments are connected to shape the organisational
structure. Quangyen & Yezhuang [1992] argued that structure of an organisation
gives it the shape to carry out its purpose in the business environment.
Nelson & Quick [1991] posit that
the organisation’s structure is meaningless unless supported by appropriate
systems and a well—conceived culture. Martinelli [1993] argued that the type of
organisational structure adopted by a firm will depend of the nature of the
particular organization in question. In addition, the form which the
organisational structure takes may be represented periodically by an
organisational chart. Based on time significance of the organisation structure
the study investigated more of the impact of organisational structure on
organisational performance. Furthermore, this study should draw more attention
of future researchers towards this important field. This is an interesting
field for research because it determines the success of business organisations.
The next section will start by
defining organisation, performance and organisational structure. The concept
and variables to measure organisational performance will be explored. It will
also review the literature investigating the effect of organisational structure
on organisational performance.
Nigerian Bottling Company Plc is one
of the few multinational organizations that had its beginning in Nigeria. From
a small family owned operation at inception, it has grown to become the
predominant butler of alchohol-free beverages in Nigeria responsible for the
manufacture and sale of thirty-three (33) different Coca-cola brands. The
company was incorporated in November, 1951 as a subsidiary of the A.G. Leventis
group with the franchise to bottle and sell Coca-cola products in Nigeria and
currently the company is part of the Coca-cola bottling company operating in 28
countries and serving more than 560 million consumers. Some of the ubiquitous
and best known brands of the company includes: coca-cola, fanta, sprite,
Schweppes, Eva water, five alive just to mention a few.
However, the importance of money in
enhancing organizational activities cannot be overemphasized. This suggests
that the level of success to be attained by any organization is largely
determined by the amount of liquid cash available for their operations. Modern
business organizations were set up with definite goals which must align with
their corporate mission of meeting consumer’s needs and while the organization
in return makes profits. Hence, to adequately and effectively meet their
aspirations, various marketing concepts, systems and process of product
branding must be utilized to reflect the company’s short and long term goals.
Organizational structure is an
effective tool in marketing strategy to promote goods and services for optimum
turnover and profitability of industrial and household products. Therefore, the
organizational branding of goods and services calls for product differentiation
in the market which originality is traceable with trademark to their respective
producers. Branding also determines the survival of organization products in
the competitive business environment.
In any business organization, the
choice of a brand is a very critical decision as the name affects customers‟
image and attitude towards the product and the firm. Thus, it is a contributing
factor in making it a winner or loser in the competitive market. This suggests
that organizations should consider a number of factors when selecting a brand
name, which is one of the most difficult tasks in marketing operations. The
organizational structure should therefore, improve the company’s image, boost
sales and increase profits. It could therefore result into a strong and healthy
relationship between the introduction of new brands and increase on return and
investments.
This study primarily focuses on organizational
structure’s branding and increased profitability and based its premises on
manufacturing industries.
This study examined the impact of
branding in enhancing profitability in manufacturing industries. This is with a
view to highlighting the various organizational strategies put in place by
organizations to build, sustain and enhance profitability as well as assessing
its impact on the firm.
1.2 STATEMENT
OF PROBLEM
This
research work believes that organizational structure is the main roof of
effective workflow in any organization. Hence the researcher’s concern is that
organizations can be frustrated or sabotaged by the problem of improper
definition of duties for top management and their subordinates most especially
the workers in Nigeria. Also poor relationship between superior and subordinate
were identified as an impediment to effective market activities.
1.3 OBJECTIVE
OF THE STUDY
The broad objective of the study is
to examine the effect of organizational structure of Nigeria Bottling Company
Kaduna manufacturing industry. The studies also have the following specific
objectives:
i. To find out the extent to which
manufacturers engages in sales promotional activities.
ii. To evaluate the different marketing
strategies adopted by management of Nigerian bottling company.
iii. To identify the extent that product marketing
has led to increase in profitability and return on investment in the company.
iv. To find out the extent to which market name
has influence on consumers purchase decisions.
1.4 RESEARCH
HYPOTHESIS
H0: Organizational structure has no significant effect on the
profitability of Nigerian bottling company.
H1: Organizational structure has a significant effect on the
profitability of Nigerian bottling company.
1.5 SIGNIFICANCE
OF STUDY
This study by its substantive
examination of past literature has contributed to the richness of the past studies.
Furthermore, it has reinforced some past knowledge, updated information in
studies relating to marketing and how it enhances organizational structure in
Nigeria Bottling Company (NBC). However, it does not pretend to be a new
breakthrough in the frontier of knowledge. This work can be retrieved for use
by other researchers and writers particularly in related fields such as the
social science and psychology. For these stated reasons, it is hoped that the
effort and time expended on this study has been worthwhile.
1.6 SCOPE
OF STUDY
The study limits its scope on the
manufacturing sector of Nigeria only and precisely on how organizational
structure of Nigeria Bottling Company effect marketing activities. Here,
attempts are made to look at concept of organizational structure, marketing
strategy, effects of product branding or their significant contribution on
organizational profitability.
1.7 LIMITATIONS
OF STUDY
A study of this nature cannot be
effectively carried out without certain constraints. However, these constraints
do not have any prejudice on the result of the findings in the course of the
study.
The major limitations of this study
include inadequate resources; the unwillingness of some respondents to give all
necessary information required. This work is not conclusive on its own; it is
still open to further research studies.
1.8 DEFINITIONS
OF KEY TERMS
Profit: this is the money made in business
or by selling things especially after paying the cost involved. It could also
be seen as inflow of assets into the firm as a result of sales of goods and or
service by such firm.
Brand: brand is defined as the totality of
product features such as a name, term, symbol, colour, design, mark or combination
of things that distinguish it from other
products or a means by which the firm identifies it to consumers.
NBC: Nigerian bottling company.
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Pages: 57
Format: MS-Word
Chapters: 1-5 (Complete)
