Record Details

The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC

American Journal of Business and Management

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Title The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC
 
Creator Okeudo, Geraldine; Department of Transport Management Technology, Federal University of Technology, Owerri. Imo State, Nigeria
Margaret. N, Okoli; Department of Financial Management Technology, Federal University of Technology, Owerri. Imo State,
 
Subject —
Marketing mix, warehousing operations, product, price, place and promotion
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Description The study investigates the impact of marketing mix (4ps) on warehousing operations with a case study of Unilever Nigeria Plc. with objectives to aim at establishing a link between the resultant effects of marketing mix efforts on warehousing operations to find challenges and opportunities to improve on. Data used where secondary data collected from the warehouse activity profiles. Through-put/hour is used the estimated the activity at the warehouse; Sales in volumes is used the estimated the sales level. Data was analysed the regression model to determine what influence that marketing mix elements has on warehouse activity levels. Findings show that the higher sales go the higher the activities that constitute warehousing operations in the warehouse and price and promotional activities has a low influence on this warehouse operations. Consequently, it was concluded that the price and promotion activities have low influence on the model while sales-in-volume has the highest influence on the model. The relationship shows that the higher the volume-in-sales the activity is the warehouse operations while price and promotion activities do not have consider impact on these activities. We therefore recommend that Companies should develop better internal information system so as to effectively convey the information on real time basis within the firm especially when these warehouses are operated of decentralized policy.
 
Publisher World Scholars
 
Contributor —
 
Date 2013-05-30
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://wscholars.com/index.php/ajbm/article/view/282
10.11634/216796061504282
 
Source American Journal of Business and Management; Vol 2, No 2 (2013); 155-159
 
Language en
 
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