THE IMPACT OF PRODUCT INNOVATION AS A STRATEGY FOR THE SURVIVAL OF MANUFACTURING FIRMS IN NIGERIA
ABSTRACT
This research work is
to examine the effect of product innovation as a strategy for the survival of
manufacturing firms in Nigeria, a case study of Ama Breweries (Nig) Plc Enugu.
To carry out the research work Ama Breweries were uses as a sample which was
drawn from zone. In the case of research useful on finding, good application
were made which among other include good combination materials as the case may
be and as 10 was recovered that it makes to help new product to look more
attractive to the people made the product for. In the other hand, product
innovation helps the firms to be competing on the newly available products with
its competitors. It was also observed that a lot of factors contribute to the
failure of the impediment to the success of product innovation which includes
product labeling, packaging branding and product. Positioning. Effect has been
made to solve all these problem, however relevant information will be obtained
from staff of Ama Breweries industries
and their distributors through questionnaire moreover, the analysis and data
collection of the respondents. Finally, the summary of the findings will help
the researcher to make recommendation on the best way to achieve company
objectives through innovation.
to examine the effect of product innovation as a strategy for the survival of
manufacturing firms in Nigeria, a case study of Ama Breweries (Nig) Plc Enugu.
To carry out the research work Ama Breweries were uses as a sample which was
drawn from zone. In the case of research useful on finding, good application
were made which among other include good combination materials as the case may
be and as 10 was recovered that it makes to help new product to look more
attractive to the people made the product for. In the other hand, product
innovation helps the firms to be competing on the newly available products with
its competitors. It was also observed that a lot of factors contribute to the
failure of the impediment to the success of product innovation which includes
product labeling, packaging branding and product. Positioning. Effect has been
made to solve all these problem, however relevant information will be obtained
from staff of Ama Breweries industries
and their distributors through questionnaire moreover, the analysis and data
collection of the respondents. Finally, the summary of the findings will help
the researcher to make recommendation on the best way to achieve company
objectives through innovation.
TABLE OF CONTENT
Title
Approval
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
INTRODUCTION
1.1
background of the study
background of the study
1.2
statement of the problem
statement of the problem
1.3
objective of the study
objective of the study
1.4
significance of the study
significance of the study
1.5
research question
research question
1.6
scope of the study
scope of the study
1.7
definition of terms.
definition of terms.
CHAPTER TWO
LITRATURE REVIEW
2.1 brief
introduction
introduction
2.2 Review of related
literature
literature
2.3 summary of literature review.
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 research design
3.2 area of the study
3.3 population of the
study
study
3.4 sample of the
study
study
3.5 instrument for
data collection
data collection
3.6 distribution and
retrieval of instrument
retrieval of instrument
3.7 method of data
analysis
analysis
CHAPTER FOUR
DATA PRESENTATION AND
ANALYSIS
ANALYSIS
4.1 findings and
analysis
analysis
4.2 findings
CHAPTER FIVE
SUMMARY OF FINDINGS,
CONCLUSION AND RECOMMENDATION
CONCLUSION AND RECOMMENDATION
5.1 Summary of the
findings
findings
5.2 conclusion
5.3 recommendation
5.4 limitation of the
study
study
5.5 suggestion for
further research
further research
Reference
Appendix A
Appendix B
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CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND
OF THE STUDY
BACKGROUND
OF THE STUDY
Production
innovation is important in any dynamic economy. It determines both the level of
economic growth and standard of living of the citizens product innovation takes
long to spread through the social system.
innovation is important in any dynamic economy. It determines both the level of
economic growth and standard of living of the citizens product innovation takes
long to spread through the social system.
Most
of the product in the market today have undergone changes overtime. Some that
were in the market year ago have phased out with new product are introduced
into the market on a continuous basis. When some existing company’s product
enter decline stage there is need to carryout product innovation.
of the product in the market today have undergone changes overtime. Some that
were in the market year ago have phased out with new product are introduced
into the market on a continuous basis. When some existing company’s product
enter decline stage there is need to carryout product innovation.
Furthermore,
customers want new products and competitors must do their best to supply them
these products. Competition has played a major role in encouraging Ama
Breweries Nigeria Plc Enugu to carry out product innovation. This is because of
the desire of the company to better its distinctive advantage over the
competitors.
customers want new products and competitors must do their best to supply them
these products. Competition has played a major role in encouraging Ama
Breweries Nigeria Plc Enugu to carry out product innovation. This is because of
the desire of the company to better its distinctive advantage over the
competitors.
A
company can add new product through acquisition and new products innovation.
The acquisition route can take three forms. Ones the company can buy other
companies, it can buy franchise or license from other company. In those case
the company does not innovate new product but acquires the right to existing
one.
company can add new product through acquisition and new products innovation.
The acquisition route can take three forms. Ones the company can buy other
companies, it can buy franchise or license from other company. In those case
the company does not innovate new product but acquires the right to existing
one.
However,
Ama Breweries Nigeria Plc, had suffered much danger and uncertainties in
product innovation. This danger are basically on the area of finance and human
resource wastage without achieving success, in production of the product
innovation which say that its either you innovate those basic factors not
withstanding Ama Breweries Nigeria Plc recognized that they act to remain in
business for considerable time.
Ama Breweries Nigeria Plc, had suffered much danger and uncertainties in
product innovation. This danger are basically on the area of finance and human
resource wastage without achieving success, in production of the product
innovation which say that its either you innovate those basic factors not
withstanding Ama Breweries Nigeria Plc recognized that they act to remain in
business for considerable time.
Product
innovation which is regarded as introduction of new product or modification of
the existing ones either by changing the physically structure of the product or
its package or the quality to meet the consumers need of Ama Breweries Nigeria
Plc, Enugu and basic concern of this research work.
innovation which is regarded as introduction of new product or modification of
the existing ones either by changing the physically structure of the product or
its package or the quality to meet the consumers need of Ama Breweries Nigeria
Plc, Enugu and basic concern of this research work.
BRIEF HISTORY OF AMA NIGERIA PLC
ENUGU
ENUGU
Nigeria
Breweries Plc, incorporated in the 1946, is the pioneer and largest brewing
company in Nigeria. Its first bottle of beer star large rolled off the bottling
lines of its logos brewing in june 1949. Other Breweries were subsequently
commissioned by the company, including Aba Brewery in 1963, and Ibadan brewing
1982.
Breweries Plc, incorporated in the 1946, is the pioneer and largest brewing
company in Nigeria. Its first bottle of beer star large rolled off the bottling
lines of its logos brewing in june 1949. Other Breweries were subsequently
commissioned by the company, including Aba Brewery in 1963, and Ibadan brewing
1982.
In
September 1993, the company acquired its fifth breweries, sited at Ameke in
Enugu State. Ama Breweries is the largest breweries in Nigeria and of the most
modern worldwide operation. Enugu brewing were discounted in 2004, while the
company acquires a malting plant in Aba in 2008.
September 1993, the company acquired its fifth breweries, sited at Ameke in
Enugu State. Ama Breweries is the largest breweries in Nigeria and of the most
modern worldwide operation. Enugu brewing were discounted in 2004, while the
company acquires a malting plant in Aba in 2008.
In
October 2011 Nigeria Breweries acquired majority equally interest in Sona
system associates business management
limited (Sona system) and life breweries limited from Heneken N.V this followed
Leinken acquisition of controlling interest in five breweries in Nigeria.
October 2011 Nigeria Breweries acquired majority equally interest in Sona
system associates business management
limited (Sona system) and life breweries limited from Heneken N.V this followed
Leinken acquisition of controlling interest in five breweries in Nigeria.
Sona
system is two breweries in Ota and Kaduna, life breweries in Onitsha have now
become part of Nigerian Breweries Plc. Together with the three brand, Goldberg,
Larger, Malta Gold and life routine of the Lager.
system is two breweries in Ota and Kaduna, life breweries in Onitsha have now
become part of Nigerian Breweries Plc. Together with the three brand, Goldberg,
Larger, Malta Gold and life routine of the Lager.
Nigeria
breweries Plc, now has eight operational breweries from which its products are
distributed into all parts of Nigeria, in addition to the malting plants in Aba
and Kaduna.
breweries Plc, now has eight operational breweries from which its products are
distributed into all parts of Nigeria, in addition to the malting plants in Aba
and Kaduna.
The
company has profound of high-quality brands including Star Larger (1970) place
larger, legend extra stout (1990) Abu extra stout, however larger (October
2011), Star life Larger (February 2014), pale large. Ace passion apple spark
(December 2014), Alcohol free drinks.
company has profound of high-quality brands including Star Larger (1970) place
larger, legend extra stout (1990) Abu extra stout, however larger (October
2011), Star life Larger (February 2014), pale large. Ace passion apple spark
(December 2014), Alcohol free drinks.
Maltina
(1997) in three variation, namely: Maltina classion, Maltina strawberry and Maltina
pineapple: Maltina sip-it (200% in Tetrapala, Amsteb Malta (1994), farouz in
pear and pineapple (2006) Elimax energy Malta Gold (October 2011).
(1997) in three variation, namely: Maltina classion, Maltina strawberry and Maltina
pineapple: Maltina sip-it (200% in Tetrapala, Amsteb Malta (1994), farouz in
pear and pineapple (2006) Elimax energy Malta Gold (October 2011).
Most
of the products are in returnable bottles and all products are available in
c……. Fayrouz is also P.E.T bottles.
of the products are in returnable bottles and all products are available in
c……. Fayrouz is also P.E.T bottles.
The
company head office are located in Lagos.
company head office are located in Lagos.
1.1 STATEMENT OF THE PROBLEM
In
any competitive market enough, the marketing practitioners is often faced with
ordering of how to determine the nature of demand for his product in a given
market segment. In view of this, a lot of problems came up to plan for product
innovation which include:
any competitive market enough, the marketing practitioners is often faced with
ordering of how to determine the nature of demand for his product in a given
market segment. In view of this, a lot of problems came up to plan for product
innovation which include:
i.
Inadequate
capital: inadequate capital has been major problem of Ama
Breweries Nigeria Plc, in trying to plan product innovation, it was observed
that product innovation requires a lot of capital since a lot of planning has
to be made and the management of Ama Breweries Nigeria Plc was unable to
provide the capital required. However, this is difficult for the company to
innovate.
ii.
Inadequate time for the planning of
the product innovation is another factor that militate against the success of
the company in an effect to innovate their product. However, the allocation by
the management for the planning of product innovation is usually very short
which makes it difficult for them to achieve the objective product innovation.
Inadequate time for the planning of
the product innovation is another factor that militate against the success of
the company in an effect to innovate their product. However, the allocation by
the management for the planning of product innovation is usually very short
which makes it difficult for them to achieve the objective product innovation.
iii.
Inadequate information on product
innovation is also another factor that render product as a life wire of every
organization planning activities, the organization cannot do without accurate
and timely information. However, the organization may be abstained from the
company customer, sales people and from the competitor’s activities. In view of
this company it was unable to obtain the necessary and required information
that will help toward product innovation.
Inadequate information on product
innovation is also another factor that render product as a life wire of every
organization planning activities, the organization cannot do without accurate
and timely information. However, the organization may be abstained from the
company customer, sales people and from the competitor’s activities. In view of
this company it was unable to obtain the necessary and required information
that will help toward product innovation.
1.3 PURPOSE OF THE STUDY
1. The
main primary aim of the research work is to defined certain variable usually
associated with products and to enhance their effectiveness and to ensure the
survival of indigenous manufacturing firms in Nigeria with Ama Breweries
Nigeria Plc Enugu as case study.
main primary aim of the research work is to defined certain variable usually
associated with products and to enhance their effectiveness and to ensure the
survival of indigenous manufacturing firms in Nigeria with Ama Breweries
Nigeria Plc Enugu as case study.
2. To
inform the management of product innovation and how it constitutes as a
strategy for the survival of Ama Breweries Nigeria Plc.
inform the management of product innovation and how it constitutes as a
strategy for the survival of Ama Breweries Nigeria Plc.
3. To see
how product innovation can be used as means for bearing competition.
how product innovation can be used as means for bearing competition.
4. It is
also important to mention that one of the objectives of the study is for Partial
Fulfillment of the Award of National Diploma (ND) in this Institution.
also important to mention that one of the objectives of the study is for Partial
Fulfillment of the Award of National Diploma (ND) in this Institution.
1.4 SIGINFICANCE OF THE STUDY
This
project work is conducted to inform the management of Ama Breweries Nigeria Plc
about the need of the appraisal for product innovation and how it can
constitute a strategy for their survival in the competitive market.
project work is conducted to inform the management of Ama Breweries Nigeria Plc
about the need of the appraisal for product innovation and how it can
constitute a strategy for their survival in the competitive market.
In
another development, this project work will enlighten students especially
student of the National Diploma (ND) in the Institution of higher learning, the
need for appraisal of product innovation as a survival of firm.
another development, this project work will enlighten students especially
student of the National Diploma (ND) in the Institution of higher learning, the
need for appraisal of product innovation as a survival of firm.
1.5 RESEARCH QUESTIONS
1. Does your product have life cycle?
2. Why is
the adequate understanding of the product life cycle important to present and
future marketing managers.
the adequate understanding of the product life cycle important to present and
future marketing managers.
3. What
are usually responsible for the high failure rate of new products in the
marketers?
are usually responsible for the high failure rate of new products in the
marketers?
4. How can the life cycle of a product be
properly managed?
properly managed?
1.6 SCOPE OF THE STUDY
This
study covers only renewed companies within Enugu Urban Area. No outside
manufacturing companies irrespective of their experience and capacity in
manufacturing are stated in this study except for reference purpose.
study covers only renewed companies within Enugu Urban Area. No outside
manufacturing companies irrespective of their experience and capacity in
manufacturing are stated in this study except for reference purpose.
For
these renewed manufacturing companies, this study is structured to consider
product strategy only. Therefore all activities were being centered on Ama
Breweries Nigeria Plc.
these renewed manufacturing companies, this study is structured to consider
product strategy only. Therefore all activities were being centered on Ama
Breweries Nigeria Plc.
1.7 DEFINITION OF TERMS
Following
terminologies are hereby operating defined as the used in this study for a
better reading and general compression of this research report.
terminologies are hereby operating defined as the used in this study for a
better reading and general compression of this research report.
Packaging:
This is the process of putting a general product into shaped and sequential
view to make it more attractive and easily portable.
This is the process of putting a general product into shaped and sequential
view to make it more attractive and easily portable.
Product:
Product is anything that can be offered to a market for attention acquisition
or consumption. It includes physical objects (e.g. car).
Product is anything that can be offered to a market for attention acquisition
or consumption. It includes physical objects (e.g. car).
Industry:
Industry according to Oxford Dictionary (1996:411) is the whole firms dealing
in the same kind of product.
Industry according to Oxford Dictionary (1996:411) is the whole firms dealing
in the same kind of product.
Target market:
This is the most viable and attractive segment of the market wants to offer
satisfaction through his or her product.
This is the most viable and attractive segment of the market wants to offer
satisfaction through his or her product.
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