Abstract:
This s,.udy is a comparative evaluation of marketing strategies of selected manufacturing and service companies in Enugu metropolis. It is an appraisal of the product. pricing, promotion and distribution strategies of the two groups of organisations to ascertain whether expected results were being realized. Two manufacturing companies, Ernenite and Anambra Motor Manufacturing Company and two service companies - Zodiac Hotel and Quixotel Hotel were selected for study. Specifically we sought:-
(a) To find out whether the product development, pricing, and distribution strategies of the two groups of companies were effective.
(b) To evaluate the promotional strategies of the companies.
(c) To ascertain why these organisations adopt specific strategies;
(d) To determine the aspects of services/products preferences of customers and how these are affected by attitude to the products and the companies.
Data for this research came from questionnaires administered on respondents as well as books, journals, briefs and profiles.
Our results showed that the product development, pricing and distribution strategies
of the companies were effective but not to the best level attainable, same for the
NIVERSITY OF NIGERIA, NSUKKA
promotional strategies, which showed lack of proper depth and variety, especially for service companies.
,,,F,(1 why the organisations adopted specific strategies could not easily be ascertained, yet overall company objectives which bordered mainly on achieving set targets in terms of market share, profit level and customer satisfaction were being achieved albeit moderately.
General attitudes of customers were found to have only minimum effect on their product/service preferences. But their attitudes and perceptions of product attributes such as quality, price, proximity and payment terms were found to possess some influence on customer's buying decisions.
Accordingly, a reappraisal of the current marketing strategies with a view to undertaking an overhaul was recommended for manufacturing companies while it was concluded that service companies could do with just a modest innovation of their promotion and distribution strategies.
It was concluded that the Nigerian business environment is fraught with imperfections which hinder effective application of foreign marketing concepts and theories.
Therefore indigenous approaches need to be evolved.
