Abstract: This project work is intended to investigate the marketing concept in Nigeria with particular reference to some selected Breweries in Nigeria. This study was carried out with the intention of uncovering the extend to which Breweries in Nigeria understand the marketing concept. Marketing concept will Critically be examined to see how it influences business organisations and the society at large. Breweries are important in Nigeria.
They constitute one of the major sectors of the Nigerian economy, therefore, her level of performance is of great interest to all Nigerians. With continuos depreciation of the naira, the trend of economic events in this country is doom and it indicates future tougher pressures. In an attempt to avoid this, the industry must formulate and implement strategies that will help it survive now and in future. To achieve this, the marketing function offers various strategic moves that organisations will need apply.
The study focussed on the general assessment of the industry, it established that the industry has the facilities and the personnel in the area of marketing. The project revealed further how the industry adopted most of the marketing principles to a certain extent that helps in achieving the level of performance that it is currently known of. The Brewery industry need to do a lot of marketing than what it has been doing, having in mind the level of competition and the resources available to it as revealed by the research work. From the data gathered, it showed that the industry could have a greater level of performance in terms of profit making than what is currently obtainable. Breweries generally needs improvement in the marketing functions. The personnel in the marketing department must be trained and reoriented to be consumer conscious in the production, distribution and promotion of their products to current and future consumers. Distinct marketing strategies must be developed that will help expand the brewery products market in Nigeria. Finally, the research work offers meaningful suggestions in the area of marketing that will help improve breweries performance as well as the national economic development.............ORDER FOR COMPLETE PROJECT MATERIAL NOW!! .
