ABSTRACT
The
study examined the effect of competitive strategies on the organisational
performance of Nigerian Breweries Plc from 2005 to 2020. The specific
objectives of the study were to: ascertain the effect of human resource planning (recruitment
and training, retirement etc) on the
profitability of Nigerian Breweries, find out the effect of logistics
(marketing, distribution and administration) on the sales volume of
Nigerian Breweries, determine the effect of product development (product
and process innovation) on production output
of Nigerian Breweries plc, ascertain the effect of plants and machinery maintenance
on the production cost of Nigerian Breweries and evaluate the effect of gifts
and donations on the goodwill of
Nigerian breweries. The study adopted
the ex-post-facto research design as the study relied on secondary data from
the annual financial statements/ reports of Nigeria Breweries, for the
analysis. In all, five (5) research questions and hypotheses were formulated in
line with the objectives of the study and were tested 5% significance level
using ordinary least square regression analysis with the aid of statistical
softwares:
Eviews 10.0 and SPSS (version 21.0). Empirical
evidences emanating from the results of the study revealed that human resource
planning, has a non-significant but positive effect on the profitability of
Nigerian Breweries Plc. Logistics
has a positive and significant effect on
the sales volume
of Nigerian Breweries Plc . Products development
has a non significant but positive effect on the production output of
Nigerian Breweries. The study
equally revealed that plants and machinery maintenance has no significant but
positive effect on the production cost of Nigerian Breweries Plc. Finally, the
study showed that gifts and donation (a proxy for corporate social
responsibilities) has a positive
and significant effect on the goodwill of Nigerian Breweries Plc.. The study made conclusions based
on the findings and therefore recommended that organisations’
especially Nigerian Breweries’ human and materials resources must be put into
proactive use at the right time and manner so as to enhance its competitive
edge and equally create high quality products at minimal cost. Also, organisations
should come up with innovative products development that meet with global trend
in order to gain competitive advantage over their competitors.
KALU, C (2023). Competitive Strategies And Organisational Performance Of Nigerian Breweries Plc . Repository.mouau.edu.ng: Retrieved Nov 10, 2024, from https://repository.mouau.edu.ng/work/view/competitive-strategies-and-organisational-performance-of-nigerian-breweries-plc-7-2
CHARITY, KALU. "Competitive Strategies And Organisational Performance Of Nigerian Breweries Plc " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 27 Mar. 2023, https://repository.mouau.edu.ng/work/view/competitive-strategies-and-organisational-performance-of-nigerian-breweries-plc-7-2. Accessed 10 Nov. 2024.
CHARITY, KALU. "Competitive Strategies And Organisational Performance Of Nigerian Breweries Plc ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 27 Mar. 2023. Web. 10 Nov. 2024. < https://repository.mouau.edu.ng/work/view/competitive-strategies-and-organisational-performance-of-nigerian-breweries-plc-7-2 >.
CHARITY, KALU. "Competitive Strategies And Organisational Performance Of Nigerian Breweries Plc " Repository.mouau.edu.ng (2023). Accessed 10 Nov. 2024. https://repository.mouau.edu.ng/work/view/competitive-strategies-and-organisational-performance-of-nigerian-breweries-plc-7-2