ABSTRACT

The study examined the effect of competitive strategies on the organisational performance of Nigerian Breweries Pic., from 2005 to 2020. The specific objectives were to: ascertain the effect of human resource planning on the profitability of Nigerian Breweries, find out the effect of logistics on the sales volume of Nigerian Breweries, determine the effect of product development on production output of Nigerian Breweries Pic., 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 ofNigerian Breweries. The study adopted the ex-post-facto research design, as the study relied on secondary data from the annual financial reports of Nigeria Breweries, for the analysis. In all, five (5) research questions and hypotheses were formulated in line with the objectives, tested at5% significance level, using ordinary least square regression analysis with the aid of statistical soft wares: Eviews 10.0 and SPSS (version 21.0). Empirical evidences that emanated from the study revealed that human resource planning, has a non-significant, but positive effect on the profitability, logistics has a positive and significant effect on the sales volume, Product development has a non-significant but positive effect on the production output, plants and machinery maintenance has no significant but positive effect on the production cost gifts and donations have positive and significant effect on the goodwill of Nigerian Breweries Pic. The study concludes that human resource planning has only little effect on the profitability, logistics determine sales volume, Products development has just minor effect on production output, plants and machinery maintenance meagerly affect the cost of production, gifts and donations, determine the goodwill of Nigerian Breweries Pic.. The study, therefore recommended that organisations especially Nigerian Breweries human and material resources, be put into proactive use, to enhance competitive advantage and equally create high quality products at minimal cost. Also, breweries may come up with innovated products that meet with global trend in order to gain competitive advantage over their competitors, ensuring adequate maintenance of plants and machinery, to minimise waste and reduce production cost, embrace the importance of gifts and donations so as to create conducive atmosphere for their businesses.