Intensive Marketing Channel Strategy and Organizational Performance of Quoted Brewery in the South- South Region, Nigeria
Vol. 5 Issue 2
This study was conducted to investigate the extent of relationship between the intensive channel strategies and organizational performance of quoted brewery companies in the south-south region of Nigeria. To achieve the objective of the study, the Pearson product moment correlation research design was used to study a total of 42 respondents drawn from the fourteen (14) brewery companies. First time data collected using the questionnaires. The hypotheses were tested using the Statistical Package for Social Science (SPSS version 22.0) and the following were the findings. It was discovered that intensive marketing strategy contributes significantly to the achievement of organizational performance. Hence, we therefore conclude that, intensive channel strategies have positive and significant relationship with organizational performance of quoted brewery companies in the south-south region of Nigeria. Intensive channel strategies contribute significantly to the organizational performance of the brewery companies in the south-south region. Based on the findings, the following recommendations were made. The quoted brewery companies should utilize credible merchants’ middlemen (wholesalers and retailers) to enable them to improve their corporate image. They should acquire more agent middlemen and close monitor their activities. They should organize regular training programmes liter on the job and off the job trainings for the company (sales forces, such sales representatives, and sales agents). They should provide adequate incentives such as refrigerators, generators, canopies, chairs, and tables to their key distributors to enable them to push the product along the channel of distribution. They should closely monitor the environment to enable them take advantage of opportunities and threats that might emanate.
