The impact of marketing environment of business performance …a case study of fan milk nigeria plc

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1.1              Statement of problem

1.2              Objective of study

1.3              Research question

1.4              Signifificance of the study

1.5              Scope of the study

1.6              Definition of terms


Review of related literature

2.1              The meaning of marketing

2.2              The role of marketing mix

2.3               The role of marketing in the society

2.4              Importance of marketing

2.5              Recent trends in marketing in Nigeria

2.6              The place of product in the marketing of diary product

2.7              Company profile brief history of Fan Milk Nigeria plc

2.8              Product of Fan milk Nigeria marketing

2.9              The major target and positioning of the product of fan milk Nigeria plc


3.1              Different diary product of fan milk Nigeria plc

3.2              The pricing system of fan milk Nigeria plc

3.3              Promotional tools is used by fan milk Nigeria plc

3.4              Limitation of the study




The starting point of marketing is the existence of human need and wants. Therefore the study and responsibility of marketing is to satisfy these needs and wants to the mutual benefits of all engage in marketing relationship. (Adrika E.O, Ebue and Nndim, 1997 p.4). the fact that man has needs and ants and there are products capable of satisfying them is  necessary but not sufficient to define marketing. Marketing exist when man decides to satisfy his need and wants in a way that we shall call exchange i.e. giving something for something. Therefore (Kotler 1980:pg) define marketing as the set of human activities directed at satisfying needs and wants through exchange processes.

So marketing is the means by which organization identify unfulfilled human needs, converts them into business opportunities and create satisfaction for the other and profits for themselves. The capacity of the organization to survive and prosper depends on the ability to continuously create value for target market in an environment of ever – changing human needs and wants. The marketing solution calls for one than the ability of the organization to produce the needed goals and services, the organization must know how to produced better offer to the target market than its competitors (Kotler 1980 P.5.)

There is need to depend on marketing activities without marketing, companies would not be able to produced and sell goods at reasonable process. Efficient production and delivery at a reasonable price allow corporations to make the profit that is necessary to maintain to operation, provide employment, and attract capital, without this success, the company will fail which will affect our lives and the economy as a whole. Also the customer feed back that is provided by marketing helps in allocating resources and production to best satisfy the needs and goals of the society.

The fundamental objective of most business are survival, profit and growth. Marketing contribute directly to achieve each of these objective. It is concerned with activities vital to business organization such as assessing the want and satisfaction of present and potential customers and pricing policies developing distributional strategies and communicating with present and potential customers and to any body in business.

It is therefore the responsibility of those engaged in marketing to discover the wants and needs of customers and to stimulate and fulfill these demands marketing is performed by both individuals and organizations and it is intended to meet both commercial and non commercial objectives. Profit making organization used advertising and other promotional techniques to sell their products where as non promotional ventures perform marketing activities to win public support and generate needed funds.

Marketing is concerned with more than physical products such as appliance and entertainment and are intangible product than must be marketed as well the marketing process is not complete until the buyer exchanges something for something (Adirka, Ebue B.E and Nnolim, 1997 P.16). So with all these, one can imagine what would have been the condition of man and his need in the absence of marketing.

1.1              STATEMENT OF PROBLEM

The fan milk Nigeria plc is one of the best plc of the best producers of ice cream in Nigeria in that it forced a company who stood as its competitor out of the market (i.e. the will ice cream).

The researcher will state the problems facing sales decline. The performance of the product in the market is less satisfactory why is it’s product facing such sales decline? Could the decline be as a result of product quality or state? Or could this be as a result of its system of distribution? Or could this be as a result of its policy system and promotional tools.

1.2              OBJECTIVE OF THE STUDY

The research work is carried out in order to evaluate the marketing of diary product in Enugu metropolis there the following are the objective of the study.

v  The researcher will evaluate the objective as related to the areas of study.

v  To study the place of the diary product

v  The researcher will also study how efficient and effective the distribution system used in marketing of diary product.

v  To study the promotional tools used in the marketing of dairy product.

v  To study the pricing system in the marketing of diary product

v  To study the marketing problems facing be marketing of dairy product.

1.3              RESEARCH QUESTIONS

During the course of this project work, the following question serves as guide to the successful completion of the project. These questions are as follows.

v  What is the marketing system of fan milk Nigeria plc?

v  How do they blend their marketing mix variable to satisfy human wants and needs as well as attaining the organizational goals?

v  What are the marketing problems facing fan milk Nigeria plc?

v  What are the marketing problem facing fan milk Nigeria plc?


This project work will be of great benefit and importance to students, lecturers and academics. Other who will benefits are the company (fan milk Nigeria plc) other competitors, consumers readers as well as  researchers who would want to the marketing of diary product.

The company (fan milk Nig. plc)

The form this research, the area of study will benefit by knowing their success and failure as well improving their marketing network and efficiency in order to increase sales which leads to increase profitability the company will endeavor to make other products available to consumers in Enugu metropolis. More so this project work will enable the company in planning and developing its marketing system efficiency.

Other competitors

Other competitors will device benefits in the area of improving their marketing efficiency of their products as well as combating marketing problems that will fade its product in future.


When fan milk Nigerian limited makes provision of such diary product at right prices, times and at the right place, the customers may increase their demand for such products thereby, creating market for the company as well as devising satisfaction from consumption of such products.

The researcher

The researcher will benefit from knowing the fan milk Nigeria ltd. Their product and historical background. Again the researcher knowledge will be broadened on the aea of marketing system, problems and possible solution to fan milk Nigeria limited in the marketing of its dairy production.


Reader’s knowledge will be advanced after going through the project work, as well as understanding events activities, phenomena and problems existing within the marketing system.


This project is restricted to the fan milk Nigeria plc operation in Enugu metropolis. This project work focused on the marketing of dairy product by the researcher with efficient and effective blending of its marketing mix variable. And the geographical scope of the study.


The team will be defined in order to enable the study easily understandable. target marketing, positioning, freezing centre, distributing channel, etc.


Target market

This is that segment of market or group of potential customers that a marketer is willing to serve with his offer.


This is the act of establishing a viable competive positioning of the firm and its offering on the selected target market (Adrika, Abue and Nnolin 1996, P.34).


The process of making sure that a product is available when and where it is needed or desired (Schewe 1987 P.32).

Freezer center

A store specializing in the bulk frozen food supplied for home freezer owners. (Hoodridge; 1987 p.24).

Distribution channel or channel of distribution

Rout through which product can get on the way to the final consumer (Schewe: 1987 P.410).

Middle men

These are people (agents) that get on behalf of the company in distributing the company’s product to the ultimate consumers and they are paid commission (Edoga and Eke 1996 P.71).

Marketing mix

This is the term used to describe the combination of the four variable which constitute the core of a company’s marketing system i.e. the product price, the distribution system, and be promotion activities.


This is the activities of designing and producing the containers or wrappers for a product (A. Nwokoye 981: p 99)


This is something that is viewed as capable of satisfying a want (Adirika, Ebue and Nnolim 1997: p15).

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