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ASSESSING THE EFFECTS OF PRODUCT LIFE CYCLE RE-ENGINEERING AS A COMPETITIVE STRATEGY IN A BUSINESS ORGANISATION (A CASE STUDY OF PAN NIGERIA PLC)
ABSTRACT
A company’s marketing success can be affected considering its ability to
understand and manage the life cycle of its products. Unlike the human life
cycle however, one cannot predict the length of any of the phases of the
product life cycle. The length of the life varies amongst products ranging from a
few weeks to a short season to several decades.
In the study, the researcher undertook an extensive research into the
application of product life cycle re-engineering theory in the Peugeot
Automobile Nigeria Plc, Kaduna.
During the course of the project work, the author used both questionnaire and
interview, relevant information on the subject matter from marketing
consultants, management staff and PAN customer/users. Fifty – five (55)
copies of questionnaires were administered in all but only fifty (50) were
returned as fully treated which was used by the researcher as the sample size.
The author used non-probability sampling procedure so as to allow for only the
right person to give the right information on the concept of product life cycle in
the company. The data’s collected were analysed, interpreted using
percentage method, and tabulation for easy comprehension.
The following statements of hypothesis were tested:
HO: That sales decline has no relationship with product life cycle (PLC) Reengineering.
HI: That sales decline has a relationship with product life cycle (PLC) Reengineering.
The above hypothesis, after been tested using the chi – square (X2) method of
hypothesis testing were adopted based on the data gathered. And the findings
are indeed consistent with existing knowledge and views.
For further appreciation of the product life cycle (PLC) re-engineering concept
and its relevance in PAN Ltd. The researcher gave the following
recommendations.
– PAN Ltd should intensify effort at researching and properly identify and
satisfy the actual and potential needs of the customers.
– Effort should be geared towards employing highly qualified and
experienced people.
– The company should not relax at closely monitoring the performance of
their product in each stage of their life cycle.
– And that staff should be given a formal training on the pursuance of the
operation of marketing strategies to attain organization’s goals and
objectives.
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
