AN APPRAISAL OF COCA COLA’S SALES STRATEGY ON FEDERAL POLYTECHNI NEKEDE STUDENTS CONSUMERS.

appraisal Definitions (3)Add to FlashcardsSave to FavoritesSee Examples 1.Impartial analysis and evaluation conducted according to established criteria to determine the acceptability, merit, or worth of an item. 2.Evaluation by a qualified appraiser to (1) assess the current market value of a property, (2) estimate the extent of damage to an insured property and cost of repairs, or (3) determine if a total loss occurred. A written appraisal is usually a key requirement when a property is bought, sold, insured, or mortgaged. It is required also when a claim is filed for compensation for damage or destruction of the insured property. See also appraisal value. 3.Alternative term for valuation. Use appraisal in a sentence • When you are looking to acquire a piece of property you should have an appraisal to get an impartial judgement on its value. Was this Helpful? (25) (0) • I needed to have an important part of the process of selling my home completed by next week so I paid extra to get the appraisal done immediately. Was this Helpful? (25) (0) • We are waiting on an appraisal for my car before we sell it; I am hoping to get the most out of it so I can invest in a newer car. DefinitionAdd to FlashcardsSave to FavoritesSee Examples Broad overview, outline, or skeleton of interlinked items which supports a particular approach to a specific objective, and serves as a guide that can be modified as required by adding or deleting items. Use framework in a sentence • We did a ton of brainstorming for the new business and eventually we had enough ideas to create our proposal which would serve as the framework for the new company. Was this Helpful? (25) (0) • Your business should have a good framework and organization to stabilize things when times may sometimes get rough for you. AN APPRAISAL OF COCA COLA’S SALES STRATEGY ON FEDERAL POLYTECHNI NEKEDE STUDENTS CONSUMERS. TABLE OF CONTENT COVER PAGE APPROVAL PAGE i DEDICATION ii ACKNOWLEDGMENT iii TABLE OF CONTENT iv ABSTRACT vii CHAPTER ONE 1.1 BACKGROUND OF THE STUDY 1.2 STATEMENT OF THE PROBLEM 1.3 PURPOSE/OBJECTIVE OF THE STUDY 1.4 RESEARCH QUESTIONS 1.5 SIGNIFICANCE OF THE STUDY 1.6 SCOPE OF THE STUDY (OR/DELIMITATION OF THE STUDY ) 1.7 LIMITATION OF THE STUDY 1.8 OPERATIONAL DEFINITION OF TERMS CHAPTER TWO LITERATURE REVIEW 2.0 INTRODUCTION 2.1 THEORETICAL FRAMEWORK 2.2 CONCEPTUAL REVIEW 2.3 EMPIRICAL REVIEW CHAPTER THREE 3.0 RESEARCH METHODOLOGY 3.1 RESEARCH DESIGN 3.2 AREA OF STUDY 3.3 POPULATION OF THE STUDY 3.4 SAMPLE SIZE AND SAMPLING TECHNIQUES 3.5 INSTRUMENT FOR DATA COLLECTION 3.6 SOURCES OF DATA COLLECTION 3.7 VALIDATION OF INSTRUMENT 3.8 METHOD OF DATA ANALYSIS CHAPTER FOUR 4.0 DATA PRESENTATION AND ANALYSIS CHAPTER FIVE: 5.1 SUMMARY OF FINDINGS 5.2 RECOMMENDATION 5.3 CONCLUSION BIBLIOGRAPHY APPENDIX CHAPTER ONE 1.1 BACKGROUND OF THE STUDY Coca-cola Company is one of the fastest growing multinational enterprises in Nigeria. History has shown that the coca-cola company has touched so many lives since World War II Retro planet (2008). However, to examine the ways in which the coca-cola company has used marketing strategies to grow in the overseas markets, more especially Nigeria, and to also evaluate the strategic responses it has made or might make when entering overseas markets, it is imperative to know briefly the history of the coca-cola company. A Brief History of Coca-Cola Company The history of Coca-Cola Company as portrayed by Retro planet (2008) that, it was first invented by John Stith Pemberton in 1886 as a drink meant to impart good health and stamina. Pemberton was a pharmacist from Columbus, Georgia who originally made a Coca wine called Pemberton’s French wine coca in 1885.When prohibition laws were passed within his country, Pemberton position out to make a new non-alcoholic drink. What he creates was pleasant tasting syrup that could be mixed with carbonated water and served at the soda fountain as a refreshing drink. He first sold this drink for five [5] cents a glass at his establishment Jacob’s pharmacist in Atlanta, Georgia. The average sales for the first eight months average nine glasses a day. Another Atlanta pharmacist and businessman, Asa Griggs Candler brought into Pemberton Company, and in the following year, pemberton sold Candler his remaining interest in the company. Asa Candler purchase exclusive rights to the coca-cola formula in 1891 and by the subsequent year had increased sales ten times over. Sales were going so well that Candler sold his pharmaceutical business and committed himself fully to the success of coca-cola. His brother, John and pemberton former partner frank Robinson joined Candler and together they formed the coca-cola company. The trade mark “coca-cola” was registered in the US patent office on January 31, 1893.Candler constantly grow the business with persuasive advertising and distributing thousands of free drinks coupons. In 1894 the popular drink was sold in bottles for the first time. Beginning in 1899, independent bottling companies were licensed to bottle the drink, a practice that is still in use today by US soft drink industry. In 1920 to 1926 Robert woodruff was president and established the foreign department, which in 1930 became a subsidiary of coca-cola known as the coca-cola export corporation. Woodruff was dogged to expand of the coca-cola company internationally. Plants had already been built in France, Cuba, Panama, Canada, Puerto Rico, the Philippines and Guam. Woodruff brings out the world-shattering new 6 bottles cartons that made it easier to take bottles of coca-cola home. In 1928, sales of coca cola in bottles go beyond sales at the soda origin for the first time. In 1929 metal top opening coolers were created to dispense bottles of ice-cold coca cola in stores and filling stations. An evaluation of marketing strategies undertaken by Coca Cola company as a multinational Mechanical soda dispensers made their entrance in 1933 at the Chicago world’s fair when coca cola introduced the dole master dispenser. This was the first soda dispenser that was able to mix the carbonated water and soda syrup together automatically which was then dispensed merely with a pull of the handle. When the world war II broke out Robert woodruff was quoted as saying that he wanted to “see that every man in uniform get a bottle of coca cola for 5cents. Wherever he is and whatever it cost the company”. During the war, 64 bottling plants were constructed as closed as was possible near areas of combat in North Africa, the pacific and Europe. Military personnel consumed more than 5 billion bottles of coca cola during World War II. The coca cola company introduced diet coke in 1982. This was the first extension of the coca cola and coke trademark. In two years time, diet coke was the top selling diet soft drink in the world. In 1985 the formula for coca cola was transformed and the coca cola company free a new coke. There was such a negative reaction to this change that the old formula was re-released within 8 months with the name coca cola classic. On July 12, 1985, the new coke was the first soft drink to be consumed in space, having been place in specially designed cans just for the trip on the space competitor. These containers were called the “coca cola space can”. Diet coke became the first diet soft drink consumed in space aboard the space transport discovery in February 1995.this trip marked the first time soda fountain equipment was used in space. Today coca cola produces nearly 450 brands in more than 200 countries and rates as one of the most acknowledgeable brand in the world. 1.2 STATEMENT OF THE PROBLEM This project is focused on studying the various marketing strategies of Coca-Cola and the scenario, the problem lie on how to get to student of Federal polytechnic Nekede as its target customer, as earlier said that coca cola is a multi-national company. How to get there products to the reach of student as at when due, is one of the strategy of that need to be considered by the personnel manager/ management of the company. Another problem is producing what the student wants and what they like and giving it to them when need. 1.3 PURPOSE/OBJECTIVE OF THE STUDY The objectives of this study is as follows 1. To study the marketing strategies adopted by Coca-Cola 2. To study the advertising effectiveness Coca-Cola on customer 3. To analyze the awareness of consumer regarding Coca Cola. 4. To help the company for further changes in the quality, pricing, and policies. To examine how feasibility study affect sale strategy in the country. 5. To highlight the extent in which marketing is profitable ventures. 6. To examine how distribution of product affect sales performance in Owerri, Nekede in particular. 1.4 RESEARCH QUESTIONS In order to get information from respondents the following questions where formulated: 1. What type of coca cola drink do they need? 2. When do the students like taking the coke? 3. What is the student income per day? 4. What is the health benefit of coke? 5. Is every one free from taking coke? 1.5 SIGNIFICANCE OF THE STUDY with sales people about their personal career goals.. After creating the long-term sales strategy based on long-term goals, sales managers should create monthly and weekly sales strategies based on the long-term strategy. This allows for short-term performance measurement of the sales team. This study will be useful to the executive and managers in the Planning and creating an effective sales strategy requires looking at long-term sales goals and analyzing the business sales cycle, as well as meeting their prospective buyers (students). This is because it provides guidance which will enhance effect and efficient sales management aimed at attaining and boosting maximum profitability and sells. Finally to the researcher, this is an eye opener because as a potential manager it will guide one in future on how to manage sales strategy. Going through these exercises helps business owners and managers gain a more intimate knowledge of the sales intervals, seasonal changes and what motivates the sales team. 1.6 SCOPE OF STUDY This research is on coca cola’s sales strategy on federal polytechnic nekede students consumers. And also the various forms of sales strategy used by company. The researcher will base this work on the entire consumer federal polytechnic nekede students in particular. 1.7 LIMITATION OF THE STUDY There are constraints encountered in carrying out this research work, this includes; 1. TIME FACTOR This research work was conducted simultaneously with normal academic work within a short period of time in which some valuable information could be obtained. 2. FINANCIAL DIFFICULTY In an effort to have a sufficient research material to be able to write extensively on the subject matter, the researcher was faced with some financial predicament considering high cost of not only education materials coupled with the high transport fare. 1.8 DEFINITION OF TERMS Marketing Strategies Evans & Berman (1995) described marketing strategy as a plan designed to influence exchanges to achieve organizational objectives. Kotler & Armstrong (1996) viewed marketing strategy as the marketing logic by which the business unit hopes to achieve its marketing objectives. It consists of specific strategies for target markets, positioning the marketing mix, and marketing expenditure levels. Multinational Companies Onuoha (1991) defines multinational companies as companies that have subsidiaries and sales facilities throughout the world. They are also considered to be companies having production and marketing facilities in many countries depending on foreign income and being with a worldwide point of view. Nickels et al(2002) viewed multinational company as an organization that manufactures and markets products in many different countries; it has multinational stock – ownership and multinational management. They further said that, the more nations in which a company operates, the more it attempts to avoid restriction from various MARKETING MIX It is a set of controllable tactical marketing tools - product, price, place & promotion - that the firm blends to produce the response it wants in the target market. Sales Strategy A sales strategy consists of a plan that positions a company’s brand or product to gain a competitive advantage. Successful strategies help the sales force focus on target market customers and communicate with them in relevant, meaningful ways. Sales representatives need to know how their products or services can solve customer problems. A successful sales strategy conveys this so that the sales force spends time targeting the correct customers at the right time. Appraisal Impartial analysis and evaluation conducted according to established criteria to determine the acceptability, merit, or worth of an item. CHAPTER TWO LITERATURE REVIEW 2.0 INTRODUCTION The coca cola in Nigeria have used the strategy of marketing mix to market her products internationally. This strategy takes into account different tactics which the coca cola company have survey and discovered it to be acceptable for the company to use in Nigeria. Under this marketing mix, the following tactics are used by the company to convince the consumers to patronise the coca cola product as the number one beverages drinks in Nigeria. This tactics employed by the coca cola company has four elements term “the 4Ps” which is express as, promotion, products, price and place. However, the basic task of marketing is combining these four elements into a marketing programme to facilitate the potentials for exchange with consumers in the market place. Promotion tactics.- This explains the organisational total effort attempt to attained increase sales in the short run. The coca cola had spent a large sums of money on the given and provision of reasons and incentives to the middlemen and the consumers of the coca cola products to pull them to buy their products. As admit by Belch and Belch (2007 =P9) that “a firm can spend large sums of money on advertising or sales promotion but it stands little chance of success if the product is of poor quality, if priced improperly or does not have adequate distribution to consumers”. The coca cola company would continuous to grow in Nigeria because it spent much amount of money in sales promotion and advertising. For example the company organises different competitive shows in Nigeria tertiary institutions (polytechnic) in the name of sales promotion and advertising, also towards the period of festivities such as Christmas and sallah, the company would always introduced one promotional activities or the other. In spites of all these activities, the coca cola company uninterruptedly grows. This is because the standardization of their product is appreciated and contributory to the fast growing of the company. This is what Michael porter term “jockeying for position” in his theory of five marketing strategies analysis, Wall, et’al(2010 nd Ekpenyong=P241). He further states that policies towards pricing, promotion, product innovation and services level must be analyse very well to successfully position the company for defence against competitive forces, influence the balance of forces through strategic move and anticipate changes in the factors underlying the forces and respond to them. Product tactics.- this tends to explains the life cycle of a product. In Nigeria for example, the coca cola company since her establishment in Nigeria 1951, it is still growing and maturing, it’s has not get to the declining stage Obi (2011). The international marketing managers have work well to know the basic needs of Nigerians on the aspects of beverages drinks. In fact most of the ethnic groups in Nigeria have included the coca cola drinks as one of the items listed on the bride price of their marriage rites particularly the EGGON EXTRATE in Nasarawa state. The coca cola in Nigeria over five years ago have introduced plastic bottles of the coca cola drinks alongside with the already existing bottles in which the consumer can buy anywhere in the country and disposed after used. This reduces the stress of buying and consumed at a spot and given back bottle. The coca cola dealers in Nigeria have a unique common characteristic of delivery the products in bits from kiosk to kiosk to their retailers at a uniform price. This activity is termed after sale services. It is believe that the coca cola company is discipline and acts accordance to the legal and political guide lines of the overseas societies. As found by Cateora and Graham (2007 =P13) that “the Indian Government, for example, gave the coca cola company the choice of either revealing its secret formula or leaving the country. The coca cola chose to leave. When it was welcomed back several years later, it faces harassment and constant interference with its operations from political activities, inspired by competing soft drink companies”. All this effort put forward by coca cola Company in international marketing of their products has helped them to grow very well in Nigeria. Kenneth Andrew SWOT and PESTLE theory is highly practice in their process of marketing. For example, new plastic coca cola bottles, after sales services obedience to the law etc are classified under external situation that the firm must cope with at the cause of international marketing of his product Wall, e’tal(2010 =P240) Price tactics.- price is the determinant of the forces of demand and supply by allocating resources among the consumers and the producers in the market. Here it is use to predict the competitors responses, it is also help to select particular pricing approaches for the firms’ product. In Nigeria for example, the coca cola used what we called “price penetration”. That is price set in, so as to cover a large market as possible in a short period of time. This is what the company use to capture the beverages market in Nigeria. If you go to any part of the country (Nigeria) today you would discovered that the price of the coca cola is uniform. However, it is also pertinent to know that the coca cola company in Nigeria neither practice price skimming, that is charging of high price in order to attract high revenue and profits nor discriminatory pricing where lower prices are charge for the same product in same market than in other. The porters’ analyses of treating customer as rivals are shown here. This is because no customer can attest to the formula use by the coca cola company to produce their product but the company have a friendly relationship with the customer in terms of performance and integrity. Place tactics – this involve selection of distribution channels, transport arrangement etc. The Coca cola Company in areas of distributive channels has tried so much by reaching almost every part of Nigeria. The company is said to have twelve factory plants, sixty depots and over four hundred thousand dealers nationwide Obi (2011). The above expression shows that the coca cola company have a strong base in Nigeria in the areas of distribution channels. This also contributed to her fastest growing among the multinational enterprises in Nigeria. 2.1 THEORETICAL FRAMEWORK There are many theories of business strategies being forwarded by different academic writers. Amongst these theories includes: Kenneth Andrew SWOT and PESTLE analysis = this theory was based on the premise that the final strategy adopted by a company should achieve a “fit” between her internal power (strength and weaknesses) and the external situation (opportunity and threat). This is commonly known as SWOT analysis. The external situation highlighted the general environmental influence that firm must cope with .e.g. political, economic, social, technological, legal and ecological factor (PESTLE) The internal situation identify those things the organisation does specifically well (strength) and those that limit her ability to fulfil her purpose (weaknesses).e.g. marketing, organisation, personnel and financial features. Wall, et’al (2010:P240) Mechanical soda dispensers made their entrance in 1933 at the Chicago world’s fair when coca cola introduced the dole master dispenser. This was the first soda dispenser that was able to mix the carbonated water and soda syrup together automatically which was then dispensed merely with a pull of the handle. When the world war II broke out Robert woodruff was quoted as saying that he wanted to “see that every man in uniform get a bottle of coca cola for 5cents. Wherever he is and whatever it cost the company”. During the war, 64 bottling plants were constructed as closed as was possible near areas of combat in North Africa, the pacific and Europe. Military personnel consumed more than 5 billion bottles of coca cola during World War II. The coca cola company introduced diet coke in 1982. This was the first extension of the coca cola and coke trademark. In two years time, diet coke was the top selling diet soft drink in the world. In 1985 the formula for coca cola was transformed and the coca cola company free a new coke. There was such a negative reaction to this change that the old formula was re-released within 8 months with the name coca cola classic. On July 12, 1985, the new coke was the first soft drink to be consumed in space, having been place in specially designed cans just for the trip on the space competitor. These containers wer e called the “coca cola space can”. Diet coke became the first diet soft drink consumed in space aboard the space transport discovery in February 1995.this trip marked the first time soda fountain equipment was used in space. Today coca cola produces nearly 450 brands in more than 200 countries and rates as one of the most acknowledgeable brand in the world. 2.2 CONCEPTUAL REVIEW This is the activities of a firm or business organisation in making one or more marketing mix decisions across national boundaries Doole and Lowe (2004). That is a situation which involves a firm establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. In international marketing, the world is seen as a market segmented by socio-cultural, legal, economic, political and technological grouping which constitute international marketing environment. For the firm to be successful in his international marketing decision, the above factors must be strictly followed. For example socio- cultural factor includes language, religion and materials culture affect consumers’ perception and patterns of buying behaviour. The legal factor also involves the law of the host country in which the firm operate under; this therefore determined the level of the firm operation etc. According to Evans and Berman (1990) in Idio (2010 =P156) state that marketing is the anticipation, stimulation, regulation, facilitation and satisfaction of consumers and public’s demand for product, services, organisation, people, place and idea through the exchange process. Therefore in marketing, firm would always consider the future of the economy, demonstrate benefit of their product, product must always be available, have a good and easy service to the consumer and satisfy consumer expectation. Strategies– according to Johnson etal (2009:219) define strategy as the path and scope of an establishment over the long-term which achieves benefit for the organisation through its composition of resource within a demanding environment, to meet the needs of markets and to accomplish stakeholders’ hope. It is about where is the business trying to get to in the long run, which market should a business compete in and what kind of activities are involved in such market? How can the business perform better than the competition in those markets? What resources are required in order to be able to compete? What external environmental factors affect the business ability to compete and what are the values and expectations of those who have power in and around the business. All these are what strategy tends to achieve. 2.3 EMPIRICAL REVIEW The guiding principle of any business organisation is to maximize profit and any other reason is added. Therefore for any business to be carried out the firm would undergo a strong business research to know the strategies he will employed in order to run a successful business in a given society. Once a survey has been conducted, the firm or organisation would develop a marketing / sales strategy to guide her on marketing activities. However, there are marketing strategies adopted by firms which are classified under the concepts of marketing segmentation and marketing mix. These concepts are further explained by Wall, et’al (2010 =P239) as follows: Marketing segmentation - strong choice has to be made as to which market segment to target. Market segment is a group of valuable consumers who posses unique characteristics in common. For example found within certain income range, age rang, or occupational profile. Quite a number of these segments have been identified as more likely to patronize that product than others. Having identified the segment, the organisation would take decision whether to implement one segment or all the segments. Once the decision on which segment to use is taking, the firm can go ahead and make production positioning to the segmented areas. Segmentation contributed to “niche” or specialist market. That is, people who are more affluent or are highly place in the society demanding product that are of high quality and attract higher prices. Niche market supported the growth of small firm. This is true because large firm has found many of these segments too small to service with the expectation of high benefits. THE SALE STRATEGY THAT SHOULD USED BY COCA COLA’S ON STUDENT OF FEDERAL POLYTECHNIC CONSUMERS IS AS FOLLOWS. PROMOTION STRATEGY This involve levels of emphasis put into advertising, sales promotion, technological change, personal selling, public relation etc. The advertising-the coca cola popular saying “when you drink don’t drive, drink coca cola” this remind us to do something. Therefore, advertising is act of keeping the consumers or user of a product inform about the existence and relevance of a product compare to others. The firm has to launch tactical and special method to bring consumers into notice about the existence of her product within the school and why consumer must buy her products. Iganiga and Ikharehon( 2004 ) in Effiong and Ekpenyong (2010 =P27)state that “as advertising give reasons to buy the brand of the product or services, sales promotion offers incentives to buy the product”. This further explains what advertising does in marketing of the product. According to Engel at’el (1991)g (2010 =P27) state that advertising paid non personal communication through various media by business firms, nonprofit organisations, and individuals who are in some way identified in the advertising massage and who hope to inform and/or persuade members of a particular audience ; include communication of products, service, institution and ideas. The sales promotion- For many business expert and academics, sales promotion is regarded as typical marketing techniques that add value to a product in order to achieve specific marketing goals Andromida (2011). However, the institute of sales promotion defines sales promotion as “a range of tactical marketing techniques, design within a strategic marketing framework, to add product or services, in order to achieve a specific sales and marketing objective, Chartered Institute of Marketing (2011). Just as admitted by Iganiga and Ikharehon (2004 ) in Effiong and Ekpenyong (2010 =P27) that “as advertising give reasons to buy the brand of the product or services, sales promotion offers incentives to buy the product”. Therefore, as a result of the above explanations, sales promotion is very important as it did not only help to boost sales but also help a firm to attract new customers and maintained older ones. Technological change- technology has simplified almost all kinds of activities in the world. In marketing, it is a major driving force both in international marketing and in the move towards a more global market place. The impact of technological advancement can be seen in all aspect of the marketing process. The ability to gather data on market, management control capabilities and the practicalities of carrying out the business function internationally have been revolutionised in recent years with the advances in electronic communications. Satellite communications, the internet and the worldwide web, client server technologies, cable as well as email, faxes and advanced telephone network, have all led to dramatic shrinkages in worldwide communications. Access to information using all these gadgets is 24 hours a day service believed by Doole and Lowe (2009 =17) PRODUCTS STRATEGY -This involved the art of modifying the various stages, such as introduction, growth, maturity, decline etc, of the “product life cycle”. Example, attempt may be made to extend the “maturity stage” by finding new markets for existing product, new uses for the product or modifying the product and after sales services and policy for customer care. All these activities help to facilitate the marketing of the firm’s products. PRICE STRATEGY This is use to predict the competitors responses. Price also helps to select particular pricing approaches for the firm product. Example “price skimming and price penetration” can be use. The former explain how price is allotted high in order to attract higher revenue and profit and the later explain how low price is set in, so as to reach a large market as possible in a short period of time. “Discriminating pricing” may also be allotted by the firm where lower prices can be charge for the same product in some market than the other. PLACE STRATEGY This involves selection of distribution channels, transport arrangement etc. For example pre eminence in distributional policy might be given to distributional channels such as selling from the producer to the consumer, producer to the retailer and producer to the wholesaler or franchising. CHAPTER THREE 3.0 RESEARCH METHODOLOGY The methodology adopted for conducting this research is aimed at finding out an appraisal of coca cola’s sales strategy on federal polytechni nekede students consumers. Research design aimed at showing the various methods and procedures of the research work. The methodology adopted for this work reflects the researcher’s sense of originality and power of mental enquiring. The method of enquiring data collection, questionnaire design and data analysis technique will substantiate this fact. 3.1 RESEARCH DESIGN Research design according to Osuala E.C. (2001) is the blue print or plan which determine the nature and scope of study carried out or proposed. The research design used in this project is descriptive design which seek to describe the existing status of what is being investigated and it will also help the researcher to know where the variable are gotten and how the objectives could be achieved. This descriptive approach involves the normal gathering analysis and interpretations or a set of data so as to explain the underling factors that surround the problems that triggered of the research. 3.2 SOURCES OF DATA COLLECTION The researcher used two basic sources of data collection in the process of conducting the research, the researcher used both primary and secondary sources of data collection. i. PRIMARY SOURCE OF DATA COLLECTION Primary source of data collection are information that are generated specifically for the purpose of this research work. In this study, data were got from personal observation, interview and responses on the questionnaire. The questionnaire is a well structured one, which permit the respondents to answer (yes or no). the questions are designed in the closed ended manner in order to ensure accurate statistical evaluation. ii SECONDARY SOURCE OF DATA COLLECTION The secondary sources of data were gotten from existing information that are already written, published and unpublished that are related to the topic which includes textbooks, journals newspaper, international financial publication towards development. 3.3 AREA OF STUDY This study centres on an appraisal of coca cola’s sales strategy on federal polytechni nekede student’s consumers. 3.4 POPULATION OF THE STUDY Population is the number of respondents, the researcher is investigating. This also known as the universe. The population under study consists of 200 student’s federal polytechni nekede . 3.5 SAMPLE SIZE AND SAMPLING TECHNIQUES We study a sample because it would be virtually impossible to study the entire population due to constraints of time and costs. However, the sample must be representative of the population from which it is draw. In other to determine the sample size, the researcher used a 5% level of significance, the sample size was derived using Yaro Yamnane formular n = N 1+ N (e)2 Where n = sample size N = Population of the study e = level of significance/Error estimate at 5% 1 = Constant n = 200 1+ 200 (0.05)2 n = 200 1+ 200 (0.0025) n = 200 1+ 0.05 n = 200 = 133.33 1.5 = 133 3.6 SAMPLE SIZE The sample size of the study as determined from the population is 133, therefore the sample size = 133. the researcher used simple random sampling technique to select the sample from the population. 3.7 INSTRUMENT FOR DATA COLLECTION The researcher will make use of the most appropriate and suitable instruments for data collection. The instrument is questionnaire and direct interview the questionnaire will be generated in line with the research questions in a simple and clear grammar to enable the respondent understand and respond to the research questions. In this study, the researcher will also employ other instruments for data collection like personal observation and interview. 3.8 RELIABILITY OF MEASURING INSTRUMENT Odo ibid, citing Ibanga, Williams, Kerlinger, Behing, Bowen et al and Borg et al defined reliability of an instrument as a process of obtaining information on degree to which a measure will yield similar results for the same subjects at different times under different conditions on a consistent, dependable, stable, predictable and accurate way. The researcher used the test-retest process to establish the reliability of the instrument. According to Odo ibid, stated that the test-retest is a process whereby the researcher administers the constructed questionnaire to the same reliability sample group more than once with the view of discovering how consistent each element of the group is in the scoring of the instrument at those different times. The researcher wants to show the reader that she ought to trust or depend on the results generated with her instrument of the study. Measuring instrument is reliable it provides the same data when administered twice or more times in any other local government under similar conditions. The instrument was test-retest for reliability, test-retest was conducted at Umuahia South Local Government where the questionnaire was administered to members of selected staffs. These was retrieved, presented and analyzed. The results of the two were compared. Where the results are found to be similar, the researcher was convinced that the instrument was reliable. 3.9 VALIDATION OF INSTRUMENT According to Bowen etal and Runkel etal validity can be defined as the process of finding out the degree to which a researcher or a test indeed measures what it purports to measure. In other words the questionnaire instruments or tests or items concern the content of the variables or rational categories the researcher has identified as the element of these variables of which she feels that by using them to test her respondents, she will receive similar answers from them. By instrumentation validation, the researcher tries to show her readers that what she thought the contents of the study to mean are what the umpires have taken them also to mean. In order to establish the validity of the instrument, the researcher used the pilot test technique. According to Odo pilot test technique could be defined as the process of trying out the entire aspects of a study including analysis of the data following closely the procedures planned for the main study before launching the main study. For this purpose, the researcher selected 14 respondents identical to the proposed sample group of the main study from a population other than the main study. The researcher distributed the constructed questionnaire to them to score. She scored one the way she expected them to score. She then compared the result side by-side with each one scored by the respondent 12 out of the 14 (86%) of the respondents made definite decision on the questions. The researcher, therefore claimed that the instrument was valid. 3.10 METHOD OF DATA ANALYSIS The data collected is going to be presented in a tabulated form with focus on the major research questions in other to enable the researcher determine the results. Data collected were analyzed by use of simple percentage analysis. The following formular was applied. f x 100 n 1 Where f = frequency of response n = number of respondents Decision Rule All positive respondents to any item are recognized as a factors.   CHAPTER FIVE: 5.1 SUMMARY OF FINDINGS 5.2 RECOMMENDATION The coca cola company have tried much in international marketing of her products in Nigeria. However, the same factors that had pushed her up would as well pull her down if good sustainable measure is not taken. Therefore, the researchers recommend that firstly, the area of corporate social responsibility should be highly considered and should gear toward rural areas where highest population of developing economy like Nigeria are found. In the same vein the people oriented project should be executed. This would sustain and will also increase the level of demand for the coca cola products; Secondly, in a country of over one hundred and sixty million people, the number of factory plants is just twelve which is very small, because most of the people need the coca cola products. 5.3 CONCLUSION In conclusion, the coca cola company in Nigeria has grown fast and well because it has used human oriented strategies which contributed to her ever growing in the country. Among the strategies make use of by the coca cola company that won the attention of the consumers to her products include; consistent advertising of the products, constant organisation of sales promotion activities, the production of standard products, provision of after sale services, obeying law and political structure of the country, introduction of disposable bottles of coca cola, charging of affordable prices for their products and finally the company has twelve strong factory plants, sixty depots and over four hundred thousand dealers of the coca cola products. BIBLIOGRAPHY References [1] Adromida (2011) sales promotion/marketing mix strategy and ideas and method (online): available at:http://andromida.hubpages.com/hub/co. [2] Belch G.E. and Belch, M. A (2007) Advertising and Promotion. An integrated marketing communications perspective. Seventh edition. [3] Bennett, R (1998 =1). International Marketing Strategy, Planning, Market entry and Implementation. Second edition. 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