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ABSTRACT
This study examines Marketing Problems of Small-Scale Indigenous Pharmacultical Manufacturing Companies in Nigeria. The main objective of the study is to examine Marketing Problems of Small-Scale Indigenous Pharmacultical Manufacturing Companies in Nigeria. The specific objectives are to determine whether out if quality of products is a problem to small scale pharmaceutical manufacturing companies in Nigeria, to the extent of the effectiveness The field investigation carried out shows that there are 112 in the organization that was studied which represent the population of the study. The sample size of the study is 88 respondents. Findings revealed that Quality of products does not constitute a problem to small scale indigenous pharmaceutical manufacturing companies. Based on the findings of the study summary, conclusions and recommendations were made that the effectiveness and adequacy of the company’s promotional strategies will also enhance marketing of their product, small scale indigenous pharmaceutical companies should produce quality products to boost their sales and profit maximization.
CHAPTER ONE
INTRODUCTION
1.1BACKGROUND OF THE STUDY
With the turn of economic events brought about by the Structural Adjustment Programme (SAP) of 1985 – 1993, Nigerians were challenged to adopt their own technology and establish indigenous business otherwise known as entrepreneurship.
Nigerian government introduced the indigenization decree in the 1970’s banning the whole ownership of certain categories of business by foreigners. (Ebue, 2001:16). The essence of mapping out this objectives was to improved the technology/technical skills, making provision for business management, training, development of women’s skills in food processing, and energy saving and lobbies for training opportunities relevant to small-scale industries.
The comprehensive definition of small-scale industries/business was given by (Ani 1999; 4) derail as owned, managed by one or two persons, influenced by the family in decision making, has no undifferentiated organizational structure, market share is small and employ less than fifty (50) persons.
The small-scale industries in Nigeria are faced with a lot of problems such as lack of initial capital to start up the business, low standard of production which bring about great lost in business and the incapacitation level of local machines and indigene technology which have not gone far to challenge the modern technology. This implies that Nigerian small-scale industries have to struggle for survival in the midst of sophisticated and highly equipped foreign competitors who have so influenced the Nigerian consumers to look down on made in Nigeria goods or products.
1.2 STATEMENT OF THE PROBLEM
This research is very vital in the sense that the government is interested in seeing that the made in Nigeria products are for self reliance through establishment of viable small-scale industries.
The problems of small scale Industry which call for critical evaluation are as follows: –
- Small scale Industries have restraints in promoting their goods and services.
This is as a result of their poor marketing orientation and low capital base.
- They also have the problems of producing products that are rarely competent because production facilities are not always available.
- They are not always well located because of site cost.
- The small scale entrepreneur and his marketing officials, lacks managerial know-how initiate policy, cost, control and marketing strategies.
- Most of the goods produced by small scale industry in Nigeria have not adequate and appreciable market acceptance due to the negative attitude of Nigerians towards the made in Nigeria goods.
These are some of the problems of the small scale indigenous small-scale industry in Nigeria and it is the interest of the researcher to critically examine these problems and find solutions to them.
1.3 OBJECTIVES OF THE STUDY
The main objective of the study of the study is to examine the marketing problems and prospect of small scale pharmaceutical manufacturing companies in Nigeria.
The specific objectives are as follows:
- To determine whether out if quality of products is a problem to small scale pharmaceutical manufacturing companies in Nigeria
- To the extent of the effectiveness and adequacy of the company’s promotional strategies.
iii. To evaluate the marketing efforts and performance of the Encristo Pharmaceutical Industry.
- To evaluate the distribution strategies being used by small scale indigenous pharmaceutical manufacturing companies in making their product available
1.4 RESEARCH QUESTIONS
- To what extent is the quality of products is a problem to small scale pharmaceutical manufacturing companies in Nigeria?
- What is the extent of the effectiveness and adequacy of the company’s promotional strategies?
iii. What is the marketing efforts and performance of the small scale indigenous pharmaceutical manufacturing companies?
- To evaluate the distribution strategies being used by small scale indigenous pharmaceutical manufacturing companies in making their product available?
1.5 RESEARCH HYPOTHESIS
The hypotheses tested for this research study are as follows: –
Ho: Quality of products does not constitute a problem to small scale indigenous pharmaceutical manufacturing companies.
Hi: Quality of products constitutes a problem to small scale indigenous pharmaceutical manufacturing companies.
1.6 SIGNIFICANCE OF THE STUDY
The research study marketing problems of small-scale indigenous pharmaceutical manufacturing companies in Nigeria is a very relevant one to the researcher and the company based on the primary purpose of this research which the purpose was to obtain the valuable and objective information on the marketing problems militating against industries and provide solution to them. This will also be useful and necessary to entrepreneurs especially small-scale industries and encourage investors to design their strategies because production starts and ends with marketing.
1.7 THE SCOPE TO THE STUDY
The scope covers only the Encristo pharmaceutical industry Nigeria Limited, and it is on marketing problems and prospects of small-scale indigenous companies in Nigeria, this is du
1.8 LIMITATION OF THE STUDY
The study is limited to the following limitations:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work was difficult and this to a great extent limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 DEFINITION OF TERMS
Entrepreneur: He is a man who braves uncertainty. He is a person who strikes out on his own through native wit, devotion to duty and singleness of purpose somehow creates a business and industrial activities where non-existed before.
Small –scale business: Small-scale business is independently owned and operated for profit and is not dominated in its arrears of operation.
Strategy: Strategies is a game plan of any firm depicting its objectives, were it is and where it want to be and being able to maintain that state or position which has long term implications.
Marketing: Market is defined as a place where the buyers and the sellers come into contact for the purpose of exchanging goods and services.
Production: This is a process of producing or creating new goods or products.
Product: A product is anything that can be offered to the market for attention acquisition use or consumption which includes physical, place, organizations and items.
It is also a burdle of tangible things that offers some levels of satisfaction, for instance, in managing a product variables embraces planning and developing the right goods and/or services to be marketed by the company.
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