marketing problems of small scale indigenous pharmaceutical manufacturing companies in nigeria

							                           TABLE OF CONTENT



Title page

Certification

Dedication

Acknowledgement

Abstract

Table of content



CHAPTER ONE:          INTRODUCTION

1.1   Background of the Study

1.2   Statement of the problem

1.3   Objective of the Study

1.4   Research Hypothesis

1.5   Scope of the Study

1.6   Significance of the Study

1.7   Definition of Terms




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CHAPTER TWO:            LITERATURE REVIEW

2.1   Overview of Marketing

2.1.1 Product

2.1.2 Price

2.1.3 Place

2.1.4 Promotion

2.2   Overview of Small-scale Industries

2.3   Important    Consideration    in     Establishing   Small -scale

      industries

2.4   Government and Small-scale industries

2.5   Marketing problems associated with small-scale industries in

      Nigeria

2.6   Problems created by small firm themselves

2.7   Prospects of marketing in small -scale industries in Nigeria

2.8   Prospects of marketing in Encristo Industry


CHAPTER THREE: RESEARCH METHODOLOGY

3.1   Sources of Data



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3.2   Population of Study

3.3   Determination of Sample Size

3.4   Research Instruments used

3.5   Validity and Reliability of Measuring instruments

3.6   Method of Data Analysis

3.7   Limitation of the Study


CHAPTER FOUR:          DATA     PRESENTATION       AND      INTER -

PRETATION

4.1   Presentation and analysis of data

4.2   Test of Hypothesis


CHAPTER FIVE:          SUMMARY            AND             FINDINGS,

RECOMMENDATION AND CONCLUSION

5.1   Summary and Findings

5.2   Recommendations

5.3   Conclusion

       Bibliography

       Questionnaire


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                          CHAPTER ONE



                         INTRODUCTION

1.1   BACKGROUND 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 other wise known as entrepreneurship.

      Nigerian government introduced the indigenization d ecree 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, traini ng, 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


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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 techno logy. 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.

        The   Encristo   Nigeria   Limited   manufacturer   of   liquid

preparations is owned by Chief I.O. Meregim.           The company

Encristo Nigeria Limited manufacturers was established in the year

1994.     The nature of the company is fully a sole proprietorship.

The industry was being managed by the family which Chief

Meregim is the Chairman and the Chief Executive.




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He started his business life right before the Nigerian civil war and

ever since then he had an immense growth in import and export

business.

Construction, estate trading and pharmaceutical business. His wife

has being of a great help to him by sharing her experience as an

entrepreneurial and manufacturing business inclination.      This has

contributed largely to the growth of the company.

     The company which in due time started immediately after

inception started full operation on 1 s t June, 1994 with a foundation

staff numbering 19, he also in the proper way registered by the

National Agency for Food and Drug Administration Control

(NAFDAC), pharmaceutical council of Nig eria, Manufacturers

Association of Nigeria (MAN) and Pharmacist Manufacturing

Group (PMG).

     The company’s activities are being directed from its operative

heading quarters located at No.8, 2 n d Avenue, Independence

Layout, Enugu and it is also from here tha t other sections of

Encristo Industries since inception has invested heavily on the


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manufacturing of liquid drugs, otherwise liquid preparations. The

products to the credit of the company’s brand name are includes: -

Cristolyn     (cough   syrup)   Cristom    (blood     tonic)   Ecristo

(multivitamin)     Cristumal    (paracitamol)       and   Cristoquine

(chloroquine).

These products are bottled in both 60ml, 100ml and 200ml amber

bottle and 2litres plastic containers (hospital packs) and above.

     The company’s giant step has being a co ntribution to the

much desired improvement in the care delivery in Nigeria and to

supplement the high demand and consequent importation of drugs

which has been on the rise and treat to the national foreign reserve.

Moreover, imported drugs have been on th e high price side heavily

concentrated with unrefined chemicals capable of dangerous after

use reactions and affects.

As time goes on the number of the employees or staff has increased

to 35 including managerial supervisors assistant manager and

operatives.




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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 Encristo Pharma ceutical Industry which call

for critical evaluation are as follows: -

  1.     Encristo Pharmaceutical Industry have restraints in

         promoting their goods and services.

         This is as a result of their poor marketing orientation and

         low capital base.

  2.     They also have the problems of producing products that are

         rarely competent because production facilities are not

         always available.

  3.     They are not always well located because of site cost

  4.     The Encristo entrepreneur and his marketing officials,

         lacks managerial know-how initiate policy, cost, control

         and marketing strategies.




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     5.     Most of the goods produced by Encristo 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 Encristo 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 intention of this research is to focus on the ov erall trend

of    marketing      problems   and   the   performance    of   small -scale

industries in Nigeria.

          However, the objectives of the study are as follows: -

     1.     To find out if quality of products is a problems to Encristo

            Pharmaceutical

     2.     To find out the effectiveness an d adequacy of the

            company’s promotional strategies.


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  3.     To find out the inadequate capital of the company and how

         it affects the marketing activities of the company.

  4.     To evaluate the marketing efforts and performance of the

         Encristo Pharmaceutical Industry.

  5.     To know how the low standard of the production hinders

         the continuity of Encristo Pharmaceutical Industry.

  6.     To evaluate the distributor strategies being used by

         Encristo Pharmaceutical Industry in making their product

         available

  7.     To     draw   recommendations    that   wil l   assist   findings

         effectively check their marketing problems as well as help

         government formulate policies that will enhance the

         performance of small-scale industries.



1.4    RESEARCH HYPOTHESIS

       The hypothesis tested for this research study are as follows: -

       1Ho: Quality of products does not constitute a problem to

              Encristo pharmaceutical industry


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Hi:   Quality of products constitute a problem to Encristo

      pharmaceutical industry.



2Ho: Price of Encristo pharmaceutical industry do not

      constitute a problem to the company.

Hi:   Price of Encristo pharmaceutical industry constitute a

      problem to the company.



3Ho: Distribution    methods      of   Encristo   pharmaceutical

      industry to not contribute a problem to the company.

Hi:   Distribution   methods      of   Encristo   pharmaceutical

      industry do not contribute a problem to the company.



4Ho: Promotional     strategies   of   Encristo   pharmaceutical

      industry do not constitute a problem to the company

Hi:   Promotional    strategies   of   Encristo   pharmaceutical

      industry constitute a problem to the company.




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1.5   THE SCOPE TO THE STUDY

      The scope covers only the Encristo pharmaceutical industry in

Enugu metropolis, and it is on marketing problems and prospects of

small-scale indigenous companies in Nigeria, this is due to some

constitutions.



1.6   SIGNIFICANCE OF THE ST UDY

      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 str ategies

because production starts and ends with marketing.




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1.7   DEFINITION OF TERMS

      Entrepreneur: - According to Collins et al in Nwachukwu

(1990:5), an entrepreneur is defined as a risk taker. 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

some how creates a business and industrial activities where non -

existed before.

Small –scale business: -      According to Ude (1999:2) small -scale

business is independently owned and operated for profit and is not

dominated in its arrears of operation.



Strategy: -       According to Adirika (2000) 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 posi tion which

has long term implications.




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Marketing: -    According to Odike (2001:155) 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: - According to Markins (1997) 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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