Effect Of Market Segmentation On Performance Of Brewery Indsutry
[A CASE STUDY OF GUINNESS NIGERIA PLC AND NIGERIA BREWERY PLC.)]

1.4 RESEARCH HYPOTHESES 

Ho: There is no significant relationship between market segmentation and organization performance? 

Hi: There is significant relationship between market segmentation and organization performance? 

Ho: There is no significant relationship between market segmentation and organization competitive advantage? 

Hi: There is significant relationship between market segmentation and organization competitive advantage? 

1.5 SCOPE OF STUDY 

In this research work two companies were considered relevant for investigating the effect of market segmentation on performance of brewery industry. Based on its long years of existence in Nigeria. Guinness Nigeria PLC (GNPLC) Nigeria Breweries PLC (NBPLC) was selected for study. 

Also, the study will X-ray how and to what extent the companies have effectively combined and directed their marketing mix product, price, promotion and place towards meeting needs of their target segments. 

1.6 SIGNIFICANT OF STUDY 

This study will be of immense importance to brewery industries as well as marketers for in that it will educate them on the need to appreciate segmentation tools in performing better than competitors. UNPLC and NHPLC which are in the focus will benefit from it. 

Suggestions and recommendations offered at the end of this study will enable the companies to improve their services that will automatically lead to profitability.

More importantly, this research works will be of benefit to future researchers into the area of both beer and soft drinks manufacturing and marketing. 

1.7 OPERATIONAL DEFINITION OF TERMS 

MARKET:  This is an aggregate of forces or conditions with which buyers and sellers make decisions that result in the transfer of goods and services.

Again, Market represents a group of people or organizations with unsatisfied needs or wants and sufficient buying power. 

MARKETING: Marketing has been described as the matching of an organization's own capabilities to the wants of its customers. It has also been indicate that the matching is achieved by an organization's attention to the 4ps, (product, price, promotion and place). 

SELLING: Selling is simply that part of marketing, concerned with persuading customers to acquire the product, or service which best matches an organization capability with its customer's wants. 

SEGMENTATION:  Segmentation is the identification of customers that respond differently than other customer groups to competitive strategies which require the conceptualization, development and evaluation of a competitive offering. 

TARGETING:  This is the act of picking a segment of market towards which all effort will be geared.

STRATEGY: This is a well-planned series of actions for achieving success. 

BREWERY: This is a place whereby manufacturing or brewing of beer is carried out. 

PERFORMANCE:  This is an act of accessing the impact of segmentation of market product from the consumers. OR the feedback received as a result of market segmentation of product. 

REFERENCES

Achumba C. I. (2006) Effect of sales task approach and advertising on demand of industrial system equipment in Nigeria, Pacific Printing Press and Yaba 

Kotler, P. (2004): Marketing Management 3rd Edition, Englewood cliffs, N.J. Prentice Hall.