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AN ASSESMENT OF THE MARKETING PERSPECTIVES, IN THE DEVELOPMENT AND IMPLEMENTATION, OF KADUNA STATE– OWNED AGRO-ALLIED PROJECTS: – A CASE STUDY OF KACHIA FOOD COMPANY LIMITED
ABSTRACT
Based on the declining priced and corresponding decline in the cultivation of ginger in the late 70s, the Kaduna State Government in 1980 conceived a policy to reverse the trend by establishing the Kachia Ginger Processing Project. This was based on the fact that Kachia Local Government (as it then was- including present Zango Kataf, Kachia, Kujuru and Chikun Local Government Areas) and its environs is the largest producer of ginger in the State and country. Because the Project was meant to be a commercial concern, implementation was not to commence until it was established that it was going to be an economically viable and feasible venture. The feasibility study commissioned established that the project was not only viable but also desirable because of other benefits to be derived. The inability of the State Government to implement the project strictly as recommended by the feasibility report with regard to location of the plant and choice of Technical Partners contributed in part to the delay in the implementation of the Project as well as other subsequent problems now facing the company. The State Government pursued the implementation of the Project to a conclusion at a later time over a long period and under a very harsh economic environment. The poor economic position of the State Government and Country made it difficult for the State to adopt optimal options on many occasions. The Project has now been completed. However, the poor decisions of the past are having a debilitating effect on the prospects of the company. The market for the company’s products is expanding but the competitors have become stronger and fiercer. It appears only a well articulated and well-financed marketing strategy in liaison with partners already in the market on mutually beneficial terms can change the fortunes of the company for the better. This research study therefore aims at re-assessing the marketing viability of the Kachia Food Company within the present hard economic conditions and its competitors within and outside the country. The data collected was analyzed to determine the Marketing Strategies suggested that when they are implemented, may help to improve the marketing of the Company’s products within and outside the country in a profitable manner. Achieving this state of affairs in the Company will not only improve the revenue generation in Kaduna State, but the country’s economy in general.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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