Evaluation Of The Role Of Product Planning And Development In A Deregulated Market Economy (A Study Of Unilever Plc, Aba Abia State, Nigeria)

ABSTRACT

 This research work is an effort to examine the processes and impact of product planning and development in deregulated market economy 'with special references to Unilever Plc marketing expert, managers, administrators and researchers· have all examine that the survival, growth and fortunes of every business organization is a fraction of the longevity of product it offers to the market. A lot of reasons where given in the work about why some product die even before they where introduced to the market. However, the main reason among others, why this happen is due to improper lack of product planning in an organization so, product planning and development should be seen as a management function that should be given closed attention. This work was carried out using research question and hypotheses. The researcher· employed the use of percentage and chi-square statistical analysis to test the null hypotheses. This null hypotheses where rejected leading to the acceptance of the alternatives and some of the fallowing finding revealed. Product planning and development cushions the effect of unpredictable changes in customer preferences, product planning and development enhancing product perfonnance and price, the comprehensive and flexible product· planning and development can stabilized consumers preference and patronage, product planning· and development ensures only profitable product are produce by· the organization, product planning and development enhance the organization competitive ability. With these and more, the researcher concluded that every manufacturing organization like Unilever Plc,.. should endeavour to plan it product, developed it before introducing it the market.