This work was on the problem and prospect of marketing in small scale industries in Nigeria (A case study of Wilson group of companies Nsukka).
The researcher set out with the following objectives.
Three hypothesis were formulated. A review of related literature was also done to expose the researcher to what has been previously done to ensure a sound basis for the research, a structured questionnaire was developed and administered by the research to staff and management, customers/users of Wilson group of companies products Chi-square was used to test the three hypotheses formulated.
The simple size study was determined using topman’s formular for the distributors and customers, while census survey were used for management and relevant staff of Wilson group of companies.
The following findings were made
The desire of most developing countries including Nigeria is to have a self-reliant and resilient economy capable of generating an internally self-sustaining growth for many decades developing countries have been exporters of raw materials and importers of finished manufactured products from the industrialized west (Ukpana 91993).
Developing countries are now striving to transform their economy since the current state of the economy has made people to realize the futility in depending on paid employment for survival. Under the current economic situation, theories of economic development suggest that a rapid growth would occur when the available resources are competently harnessed and utilized for the production of goods and services.
Unlike large scale firms, small scale firms are scattered ion almost every part of the country and are engaged in either manufacturing or commercial activities. In recognition of their flexible nature as well as their regenerative power of promoting economic growth, government in 1988 introduced the National Directorate of Employment Programme (NDE) and some other monetary directives to banks to promote the industry. Although the programmes succeeded in the emergence of small-scale business in the area of bakery, garment making, shoe manufacturing, hair salons, farming, garri processing soap and cream production etc. their survivalrate is still low, due to high interest rates of banks in giving loans, government regulations, traditional and cultural values.
Despite numerous government efforts and programmers aimed at stimulating and sustaining the growth and development of the industrial sector especially the small scale sub sector, yet small scale business are endowed with lots of problems. These problems could be that of capital management problems, man-power problems, problem of quality management and standards, as well as marketing problems etc.
Focusing on marketing problems as we recognize that the manager has to combine a verity of functions, it is therefore, apparent that he lacks resources and skills for efficient marketing. He cannot afford the cost of displays (windows) and showrooms. He can neither keep in contact with distant markets or distribution agencies, at times, he might have to sell his products to middlemen who advance him some credit at exorbitant interest rates. Hardly does he know the changing market trends to be able to make appropriate adaptation in his products and may suddenly be caught up by change in demand, as a result, this leads to heavy losses because he is unable to make timely and appropriate adaptations.
Furthermore, there are problems arising from the competitive nature of the marketing environment, fluctuation in both prices and demand and as well failure by clients to pay and collect items they had ordered. It is the task of marketing to yielded the firm into generator only those right promotion, serving pricing and distribution that is from the customer point of view and continue to do so at a profit or simply put, materialize the doctrine, get the marketing right and everything also comes right, the marketing wrong and the problem comes. Wilson groups of company faces the problem of small scale industry thus, in these research, the research will e-ray this problems and solutions offered.
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