uganda management institute mir june 2011 13623813

PROFESSIONAL CERTIFICATE IN MARKETING

MARKETING INFORMATION AND RESEARCH

STUDY CENTRE: UGANDA MANAGEMENT INSTITUTE

CIM NUMBER: 13623813

TASK ONE: 12 sides of A4

TASK TWO: 12 Presentation slides, 1529 words for supporting notes

TASK THREE: 1442 Words

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011

RESEARCH PROPOSAL

ATTITUDES OF NILE BREWERIES LIMITED’S STAKEHOLDERS TOWARDS THE

ORGANIZATION’S REPUTATION WITH REGARD TO ENVIRONMENTAL ISSUES

PREPARED FOR: NILE BREWERIES LIMITED

10th JUNE, 2011

PREPARED BY: AREA CODE RESEARCH CONSULTANCY

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Declaration

“I confirm that in forwarding this assignment for marking I understand and have applied the cim policies relating to word count, plagiarism and collusion for all tasks. This assignment is a result of my own independent work/investigation except where otherwise stated other sources are acknowledged in the body of the text and /or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any award. I further confirm that I have not shared my work with other candidate.”

Signed by..........................................................................................................................................................

Date..................................................................................................................................................................

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CONTENTS

1.0 Background.......................................................................................................................................1

1.2 Rationale.................................................................................................................................................2

2.0 Objectives...............................................................................................................................................3

2.1 To determine the environmental issues that are important to the organisation’s stake holders..........3

2.2 To examine the attitudes of different stake holders towards the organizations position on the

identified environmental issues....................................................................................................................3

2.3 Comparison between NBL and its main competitor performance on environmental activities............3

3.0 Methods or approach.............................................................................................................................4

3.1 Secondary desk research........................................................................................................................4

3.1.1Internal secondary research.................................................................................................................4

3.1.2 External research.................................................................................................................................5

3.1.3 Qualitative research.............................................................................................................................5

3.1.4 Qualitative research objectives.........................................................................................................6

3. 2 Methodology – Focus groups...............................................................................................................6

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3.2.1 Recruitment of participants...............................................................................................................7

3.2.3 Sampling............................................................................................................................................7

3.2.4 Data analysis......................................................................................................................................9

3.3 Quantitative research...........................................................................................................................9

3.3.1Quantitative research objectives......................................................................................................9

3.3.2 Online and Postal survey...................................................................................................................9

3.3.3 Sampling approach............................................................................................................................10

3.3.4 Reporting..........................................................................................................................................10

3.3.5 Time...................................................................................................................................................10

3.3.6 Cost ...................................................................................................................................................11

3.4 CV for Aryea Code Research Consultancy.............................................................................................12

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1.0 BACKGROUND

Nile Breweries Limited is so much concerned about the environment it operates in because without the

environment the company would definitely seize to exist, considering the industry in which the company

exists, it cannot do business without endangering the surrounding environment but NBL is trying its level

best to see that the level at which it does endanger the environment reduces to a position which is less

significant such that the environment is conserved. It is, at one and the same time, an employer, a

customer, a supplier and a taxpayer. The interests of NBL and the wider community are therefore

inextricably linked.

NBL aims at identifying concepts related to corporate sustainability that are applicable across a variety

of stakeholders. A holistic and interdependent view defines stakeholders as “any group or individual

who can affect or are affected by the achievement of the organization’s objectives.” (Wright C, 2008)

Stakeholders are categorised in three groups i.e. Internal, connected and external stakeholders.

Stakeholders’ contributions to NBL include tangible and intangible resources: Shareholders provide

capital; employees labour; customer’s loyalty and a certain willingness to pay; and communities and

government are expected to establish a stable and beneficial regulatory framework, etc. In turn, NBL’

inducements are similarly diverse: They range from a certain return on investment to safe working

conditions and high-quality products.

The key environmental considerations of NBL are to be less dependent on finite resources such as fresh

water, fossil fuels and other natural raw ingredients. Another consideration is climate change and how

far along NBL has come in terms of managing green house emissions and conserving energy beyond

mitigation, climate change is also likely to further exacerbate water scarcity issues in Uganda or eastern

region through changing rainfall patterns.

Other environmental issues to be aware of are associated with the transport of goods from NBL Jinja

plant to distribution centres, wholesaler locations and beyond. Considerations around sustainable

packaging and minimizing waste are also increasing in concern as consumer perceptions develop in

certain markets. Although sustainable packaging is not yet a primary motivator of purchases it is

increasingly expected by consumers.

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There are multitudes of ways in which individuals perceive environmental conditions and environmental

change, with such diversity of perceptions likely related to the complexity. Concern may relate to

countless physical qualities associated with the air, water, and land upon which humans and all other

species depend.

1.2 RATIONALE

Previously NBL has failed to measure the success of its activities in regard to environmental issues

considering the industry the company operates in and since they are not the only players in the industry

as effects of the company’s activities in regard to environment may not have come to the attention of all

the company’s stakeholders hence making it hard for NBL to know about the attitudes of the various

stakeholders in regard to what the company has done to preserve the environment.

In order for NBL to address the issue, it has asked Area Code Research Consultancy to prepare a

research proposal clearly showing the company’s stakeholder attitudes in regard to how the company

deals with environmental issues and show clearly how the company can best show the stakeholders that

it does preserve the environment.

The research proposal will examine the attitudes of NBL stakeholders towards the company’s reputation

with regard to environmental issues, it will also indicate the previous activities done by the company

that have been successful and the unsuccessful ones and clearly show the company’s stakeholders what

the company intends to achieve in regard with environmental issues.

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2.0 OBJECTIVES

2.1 To determine the environmental issues that are important to the organisation’s stake holders

Nile Breweries Limited in the beverage industry it operates in, there are various environmental concerns

which come as a result of the manufacturing the brewery does. The company stakeholders over the time

have become conscious of the environment which not being prioritised by most of the businesses in the

country NBL inclusive. This proposal/proposal will seek to gather information about environmental

issues that are being faced by NBL and are raising stakeholder’s eyebrows. A brief sample of the

environmental issues facing NBL are Water usage, air emission, packaging, etc

2.2 To examine the attitudes of different stake holders towards the organizations position on the

identified environmental issues (stakeholders attitudes)

NBL stakeholders don’t seem to be satisfied with the company’s position on the environment, to clearly

show the company the stakeholders position on the company performance, this report will seek to

establish stakeholders impressions of NBL’s environmental issues and it will also measure the level of

stakeholders satisfaction directly related to NBL’s environmental issues.

2.3 Comparison between NBL and its main competitor EABL performance on environmental activities

Nile Breweries Limited is in the beverage industry where there are a number of competitors and NBL’s

major competitor is East African Breweries Limited. under this objective we will be in position to identify

what NBL’s competitors are doing in terms of conserving the environment or the green activities those

particular companies are carrying out, the report will also clearly show the performance of the

competitors in comparison with NBL’s performance in terms of environmental activities. This process

will be guided by the following sub objectives.

Identify NBL’s performance on environmental activities in relation to competitors.

Investigate what NBL’s competitors have done in the process of countering the environment

activities the beverage industry is facing.

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3.0 METHODS OR APPROACH

This outlines the methods we will employ for collecting information to carry out your research needs.

3.1 Secondary desk research

Secondary or desk research can be defined as “information that has been previously gathered for some

purpose other than the current research project” (Wilson A, 2006) it can be sourced within the

organisation via internal research such as annual reports or from outside the organisation via external

sources such as governmental environment reports and other marketing research reports.

Secondary research is less expensive to acquire than primary data and is usually much faster to obtain,

however, it has limitations. The information obtained through secondary research is not directly related

to the research question so there may be issues with accuracy and applicability in meeting our research

needs. It is also important to consider when the research was carried out, to ensure that the research is

relevant. Therefore in this instance secondary research will be used primarily to provide a direction for

the next phase of research.

Both internal and external research will be considered in this project to help refine the objectives,

provide an over view of the study area and present lines of enquiry for our primary research.

3.1.1Internal secondary research

Sources of internal research will include

Information from annual reports Past research conducted

Procedure

The research will begin with analysis of internal records to assess the information already available

through NBL’s data bases. This will help to develop the research design by defining the attitudes of the

stakeholders. It will also help in the segmentation of the different stakeholder into groups.

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This will form the basis for our sample that will be used in primary research phase and will provide

contact details of the various willing stakeholder participants.

3.1.2 External research

Sources of external research

Regional and national press Competitor websites Regulators, National Environment Management Authority(NEMA) Government reports/statistics

Procedure

External research will be gathered from regional and national press, search engines and environmental

magazines i.e. Nature Uganda to gain a greater understanding of NBL’s competitors environmental

issues and the issues for the whole industry in the country. Relevant market research reports will also be

considered to gain a better understanding of the beverage industry and gather information on

environmental issues.

Newspapers, trade press and competitor websites will be researched in order to create a portfolio of

your competitors environmental activities, this will allow us to explore likely platform during qualitative

research in preparation for the Ten Priorities One Future (TPOF) campaign.

3.1.3 Qualitative research.

Purpose

Qualitative research can be defined as “an unstructured research approach with a small number of

carefully selected individuals to produce non quantifiable insights into behaviour, motivations and

attitudes” (Wilson A, 2006) it is an exploratory type of research that deals with information too difficult

or expensive to quantify such as subjective opinions, attitudes, preferences and emotions. Qualitative

research involves small samples of individuals and therefore may not be representative of the larger \

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population it does not provide comprehensive insight into the selected stakeholders and increases the

overall depth of understanding.

For this project qualitative research will be used to explore with existing stakeholders their attitude

towards NBL’s environmental activities.

3.1.4 Qualitative research objectives

Explore the environmental issues faced by Nile Breweries Limited.

Determine the environmental issues faced by the company’s competitors (East African Breweries

Limited)

3. 2 Methodology – Focus groups

Given the exploratory nature of the qualitative research objectives, the methodology selected for this

stage will be three focus groups. We recommend focus groups as the most appropriate technique in

order to gain an in-depth knowledge of the stakeholder’s attitudes towards NBL’s environmental

activities.

Depth interviews were considered for this phase of research however focus groups are the preferred

technique for a number of reasons. They are cheaper to conduct per head than depth interviews and

allow more coverage as they encompass a wider audience. Group discussions allow interaction between

participants, providing stimulus to each member. They are also less time consuming than depth

interviews. Which is important since this phase of research must be carried out quickly in order to meet

the research deadlines.

For the purpose of this research, a sample of NBL’s stakeholders will be grouped in three segments

based on a judgement sample. The members of each group will be asked to discuss various topic areas

relating to environmental issues/ activities to highlight their attitudes. This will determine how

successful NBL’s environmental activities have been at conserving the nature. This will assist in knowing

where much emphasis has to be put.

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3.2.1 Recruitment of participants

Participants will be recruited from a list of stakeholders. The data will be obtained via NBL’s database

and will give a wide spread of representatives to enable identification of any key difference across the

three groups.

The sample frame of potential participants will then be screened for their appropriateness using a

screening questionnaire to ensure that individuals selected meet the overall profile criteria. The

screening questionnaire will also uncover stakeholders/ individuals who have a personal connection

with NBL, to ensure the research is unbiased and that appropriate standards of recruitment are

maintained. The participants will be offered a cash incentive of 13 pounds for taking part in the research

and the travel expenses will be reimbursed. This will be paid to them after the completion of the focus

group.

3.2.3 Sampling.

The demographics of NBL’s stakeholders vary considerably between 3 groups. Stakeholder’s attitudes

may differ depending on their group. So it is important to first group the stakeholder’s representatives

into segments. Judgement will be used to divide the stakeholders into three groups of likeminded

individuals. This will help to determine whether a standardised approach towards environmental issues

is appropriate or whether it needs to be adapted to better suit the needs of each group. Table one

shows how the groups will be divided.

A quota sample of 247 individuals will be taken from each of the three groups 124 participants will be

existing stakeholders and the other 123 will be potential stakeholders. The data will be easily got from

NBL’s database; this will help to ensure that the target sample size of 150 is achieved despite non

attendances.

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TABLE 1 Focus group Sampling

Procedure

Due to wide geographical spread of participants, the three focus groups will take place in three convenient locations. Group one will be held in Kampala, group two in Jinja and group three in Mbarara the groups will have group 1 36, group 2 186 group 3 25 participants each.

An experienced moderator qualified in research and psychology will facilitate the focus groups to ensure that the discussions remain on truck and the research objectives are fully addressed. Based on (Wilson A, 2006) recommended format of “the introduction phase”, “the decisive phase”, and “the summarising phase” a topic guide will be provided presented to the moderator to help control the focus group . This will outline the areas to be explored with recommended timings. Although group members should discuss the topic amongst themselves with as little interference as possible, the skilled moderator will use a range of techniques to encourage balance participation from all individuals.

The moderator will employ a range of projective techniques to encourage a deeper exploration of the participant’s attitudes towards different messages. This will include messages. This will include,

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Group Types Stakeholders Sample size Existing

Stakeholders

Potential

Stakeholders

Internal Stakeholders

Managers

Employees

12

24

6

12

6

12

Connected stakeholders

Shareholders

Customers

Distributors

Suppliers

Bankers

12

1OO

50

12

12

6

50

25

6

6

6

50

25

6

6

External stakeholders

Press

Government

Pressure groups

12

1

12

6

1

6

6

0

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sentence completion where participants will be asked to complete a list of questions allowing them to complete the sentences in a way they feel is most appropriate. Word sorting will also be used where participants will be presented with a number of words or sentences and asked to sort them into groups according to their environmental concerns/ issues.

Stimulus material will be used in the focus groups to gauge their attitudes towards environmental activities and competitor activities. These will include annual sustainable development reports. Environmental video clips etc participants will be asked to discuss their strengths and weakness and identify which issues were well handle and why.

Three members of the marketing team will observe the focus groups via a one way mirror, allowing them to study and record participants attitudes and behaviours. The focus group will also have a video recorded to allow for more detailed analysis at a later date.

3.2.4 Data analysis

After the research has been completed content analysis will be conducted to examine the tapes and transcripts from the qualitative research. The data will be coded and analysed using QSR software such as Xsight to help organise and interpret the data.

3.3 Quantitative research

Quantitative research can be defined as research undertaken using a structured research approach with a sample of the population to produce quantifiable insights into behaviour motivation and attitudes. (Wilson A) this research section will focus information that can be statistically analysed and where the focus will be on specific measurements and numbers.

3.3.1Quantitative research objectives

To examine attitude of the stakeholders towards NBL’s environmental issues. To compare NBL’s environmental activities with the competitors in the beverage industry.

3.3.2 Online and Postal survey

The initial focus groups will be used to inform and refine focus and content of a parallel postal survey. The advantages of a self administered survey include the elimination of interviewer bias and the potential to use a very large sample group. However the survey must be designed very precisely to avoid ambiguity and by its nature will not have the motivational advantages of interviews (Wilson A, 2006)

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additionally response rates to self administered surveys are no greater than 40%-50% at best.

3.3.3 Sampling approach

A similar sample grouping will be used for the focus groups.

Internal stakeholders

Internal stakeholders will be invited via an email shot and the company’s intranet to take part in an online version of the survey. NBL employs about 1500 people so between 150 and 200 could be received.

Connected stakeholders

Postal surveys will be sent to a random sample of 100 connected stakeholders. At a 40% return rate this will produce around 40 responses and at 60% return rate, around 60 responses. The postal approach has been selected as not all connected stakeholders can be contacted by email.

External stakeholders

Invitations to take part in an online survey will be sent to a sample of external stakeholders drawn from the company’s database. The total sample size is likely to be in the region of 300 which at a rate of 50% return rate would produce around 150 responses and at 75% return rate would produce around 225 responses.

3.3.4 Reporting

We shall deliver as agreed, a four hour formal presentation of all our findings along with our conclusions and recommendation for future actions. The presentations will be accompanied by power point slides and there will be time allocated for questions.

An electronic version and three hard copies of the report will then be submitted sumarising all the findings of the research phases.

3.3.5 Time

The table below indicates our suggested timeframe for the research project which meets the the deadlines set out in the brief. We shall report on initial findings after one month, which will allow any modifications that you may suggest. A formal presentation of our findings will be delivered in week 13 followed by a report summary a week later.

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TABLE TWO

3.3.6 Cost

The fees quoted below are subject to VAT and include all researcher costs, location hire, refreshments, incentives, data analysis costs, presentation costs and three copies of the final research report (hard copy) the quote remains valid for the three months and is subject to the assumptions contained in this proposal. We reserve the right to make adjustments to the quote should you require any modifications to the structure laid out in the research proposal. The invoice for the research will be presented with the final report, in which you have 30 days to pay. TABLE THREE RESEARCH COST

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TASK WEEK

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 PLANNING

SECONDARY RESEARCH

SECONDARY REPORTING

RECRUITMENT OF PARTICIPANTS

QUALITATIVE FIELDWORK

QUALITATIVE REPORTING

QUANTITATIVE ANALYSIS

QUANTITATIVE REPORT

PRESENTATION FINAL REPORT

ITEM DESCRIPTION COST in pounds

Research staff 3 staff members 6428

Secondary research Purchase relevant reports and text books

948

Qualitative analysis 3 focus groups 4779

Quantitative analysis Postal surveys 5688

Travel expenses for focus group participants 247 participants 3208

Final report for internal and external use 3 hard copies and 1 electronic copy 649 Miscellaneous expenses 2597

TOTAL FEE including VAT 24,297


3.4 CV FOR ARYEA CODE RESEARCH CONSULTANCY

ARYEA CODE RESEARCH CONSULTANCY (ACRC) is a leading independent marketing research consultancy with extensive experience in a range of market research services. It holds over 25 years experience working within the beverage industry providing services for large market players like Crown Beverages Ltd, East African Breweries Ltd and Pepsi co Ltd.

MANAGING DIRECTOR

Mr Kisambira Ezekiel has worked within the research industry for the last 22 years and set up ACRC in 1996, he has built a strong and experienced team and has been very influential in developing effective strategies for the companies in the beverage industry. Mr Kisambira Ezekiel is a member of the market research society (MRS).

SENIOR CONSULTANT

Mr Busingye Amos has a strong background in market research and has extensive experience in managing multi faceted research projects for private sector organisations across East and Central Africa. He is a graduate from the University of Birmingham and an associate member of the MRS. Busingye Amos will lead this research project and oversee all phases.

JUNIOR MARKETING RESEARCH EXECUTIVE

Bagonza Ivan joined ACRC in 2004 after graduating from Makerere University with a degree in marketing; he also holds a professional postgraduate diploma in marketing from the Chartered institute of marketing.

JUNIOR MARKETING RESEARCH EXECUTIVE

Nansubuga Christine has a CIM professional diploma in Marketing from the Chartered institute of marketing and gained several years experience working as a marketing Assistant before joining the company in 2007.

QUALITY CONTROL

All research carried out by Area Code meets the industry standards laid down by the data protection act (1998) and the MRS code of conduct. Interviewers will be fully trained and supervised and 10% of interviews and focus groups will be randomly selected for audit, to ensure a high standard of quality is maintained.

Pages: 12 sides of A4 12


TASK TWO

POWER POINT PRESENTATION AND SUPPORTING NOTES

PROFESSIONAL CERTIFICATE IN MARKETING

MARKETING INFORMATION AND RESEARCH

TASK TWO

CIM No: 13623813

PRESENTATION ON ENVIRONMENTAL/GREEN ACTIVITIES IN EAST AFRICAN BREWERIES LIMITED


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CONTENTS

Background Slide number

Environmental/green activities of EABL..........................................................................................3

Implications of my research findings..............................................................................................6

Recommendations..........................................................................................................................8

Benefits of the secondary data that i collected............................................................................10

Limitations of the secondary data that i collected........................................................................11

How the limitations may affect the reliability and validity...........................................................12

Data which would have been useful but unavailable...................................................................13

Suggestion of further research that needs to be undertaken.......................................................14


East African Breweries Ltd Uganda is part of East African Breweries Ltd (EABL) which is East

Africa's leading branded alcohol beverage business and has an outstanding collection of beer

and spirits brands. With breweries, distilleries, support industries and a distribution network

across the region. The group's diversity is an important factor in delivering the highest quality

brands to East African consumers and long-term value to East African investors

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EAST AFRICAN BREWERIES LTD UGANDA BACKGROUND

EABL Uganda is part of East African Breweries Ltd (EABL) which is East Africa's leading

branded alcohol beverage business and

EABL has an outstanding collection of beer and spirits brands. With breweries, distilleries,

support industries and a distribution network across the region.

EABL’s diversity is an important factor in delivering the highest quality brands to East

African consumers and long-term value to East African investors.

EABL faces a number of environmental issues and the company has done a number of

green activities

EABL 3


Efficient water use: EABL sources water responsibly, uses it efficiently and has set targets

for reduction in its use.ie water use in EABL improved 8.3% against the baseline year 2007. Recycling of solid waste: Solid waste in EABL production facility has reduced, some waste is

reused or recycled, the extremely not so good waste is disposed off in the most environmentally responsible manner commercially available. Targets for the continuous reduction of solid waste disposal are set ie Since 2007, EABL has reduced waste to landfill by over 70%

Recycling of packaging material: products and packaging are designed to minimise their

environmental impact. Recycled or recyclable materials are used in packaging where feasible.

Minimized air emissions: Emissions to the air of dust, gas, odours, vapours or noise in EABL

are minimised in accordance with best prevailing industry practice. EABL has set a demanding target of reducing its global greenhouse emissions by 50% by 2015.

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ENVIRONMENTAL/GREEN ACTIVITIES OF EABL

Efficient Water use

Recycling of Solid waste

Recycling of packaging material

Minimized air emissions EABL 4 4


Transport: EABL minimises the environmental impact of logistics, whether owned or

subcontracted, it takes into account factors such as mode of transport, vehicle efficiency,

fuel type, driving style and journey planning. The impacts of EABL travel are monitored to

reduce on the environmental impact

Efficient energy usage: EABL has programmes which ensure that there is continuing

awareness of non renewable energy use and conservation. EABL monitors consumption and

it has established appropriate energy reduction targets i.e. in 2010, 42% of the electricity

EABL used came from low-carbon sources. EABL’s target for the upcoming year is to

increase the percentage of electricity from low-carbon sources to 50%.

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CONTINUATION

Transport

Efficient energy usage

EABL 5


My research findings will assist EABL to know its stakeholders attitudes in regard to

what the company is doing as far as environmental conservation is concerned and know

how it can try to solve the environmental issues such that it is able to satisfy its

stakeholders if at all they are not satisfied with what the company is doing.

My research findings will aid EABL in designing and renovating brands in order to

minimise their environment impact in manufacturing, distribution, use and disposal. The

research will help EABL to deliver its brands in packaging with smallest environmental

footprint by making the packaging recyclable and hence encourage its consumers to

reuse or recycle its packaging materials after initial use.

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IMPLICATIONS OF MY RESEARCH FINDINGS FOR EABL

My research findings will assist:

Know its stakeholders attitudes in regard to what the company is doing as far as

environmental conservation is concerned

Aid EABL in designing and renovating brands in order to minimise their environment

impact in manufacturing, distribution, use and disposal

Lend a hand to EABL in reviewing the company’s need for using hazardous

substances, reducing volume and toxicity

Help EABL to monitor its water sources, destinations and flows in the production

plant

EABL 6


My research findings will lend a hand to EABL in reviewing the company’s need for using

hazardous substances, reducing volume and toxicity where feasible and be able to

handle hazardous substances in a more stringent way/manner.

My research findings will help EABL to monitor its water sources, destinations and flows

in the production plant, this will help the company to set targets to reduce water use

and emissions to landfill.

My research findings will help EABL to aim at minimising its direct and indirect gas

emissions as well as use of fuels, this will in the long run promote awareness of need to

increase energy efficiency and implement programmes of energy use reduction.

My research findings will also aid EABL to take actions to keep its employees informed

and motivated about environmental issues. In the long run EABL will encourage a high

level support for its environmental initiatives to help employees act in an

environmentally responsible way both at home and work.

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CONTINUATION

Help EABL to aim at minimising its direct and indirect gas emissions as well as

use of fuels.

Aid EABL to take actions to keep its employees informed and motivated about

environmental issues.

EABL 7


Energy: EABL should have programmes to ensure that there is continuing awareness of

non renewable energy use and conservation. All production units should monitor

consumption and establish appropriate energy reduction targets.

Solid waste: Solid waste should be reduced, reused or recycled. When reuse or recycling

is not feasible, solid waste should be disposed off in the most environmentally

responsible manner commercially available. Targets for the reduction of solid waste

disposal should be set.

Water use: EABL should source water responsibly, use it efficiently and set targets for

reduction in its use.

Air emissions: Emissions to the air of dust, gas, odours, vapors or noise should be

minimized in accordance with best prevailing industry practice.

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RECOMMENDATIONS ON HOW EABL CAN IMPROVE ITS APPROACH TO ENVIRONMENTAL ISSUES

EABL should have programmes to ensure that there is continuing awareness of non

renewable energy use and conservation

Solid waste should be reduced, reused or recycled. When reuse or recycling is not

feasible, solid waste should be disposed off in the most environmentally

responsible manner commercially available

EABL should source water responsibly, use it efficiently and set targets for

reduction in its use.

Emissions to the air of dust, gas, odours, vapors or noise should be minimized in

accordance with best prevailing industry practice.

EABL 8


Packaging Products and packaging should be designed to minimize their environmental

impact. Recycled or recyclable materials should be used in packaging where feasible.

Transport EABL should minimize the environmental impact of logistics, whether owned

or Subcontracted, taking into account such factors as mode of transport, vehicle

efficiency, fuel type, driving style and journey planning. The impacts of transportation

should be monitored and plans put in place to minimize them

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CONTINUATION

Products and packaging should be designed to minimize their environmental

impact. Recycled or recyclable materials should be used in packaging where

feasible.

EABL should minimize the environmental impact of logistics, whether owned or

Subcontracted

EABL 9


Secondary Research can be defined as “information that has been previously gathered for

some purpose other than the current research project” (Wilson A, 2006) it can be sourced

within the organisation via internal research such as annual reports or from outside the

organisation via external sources such as governmental environment reports and other

marketing research reports. The following are the benefits of secondary research that i

collected

Benefits

The secondary data i collected was easily accessible and less expensive as i was able to

access a wide range of information from the internet, and other internal and external

research sources at little or no cost hence making the process easier for me.

The secondary information i collected helped in clarifying the research questions and

objectives at hand

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BENEFITS AND LIMITATIONS OF THE SECONDARY DATA THAT I COLLECTED AS PART OF

MY RESEARCH

Secondary or desk research can be defined as “information that has been previously

gathered for some purpose other than the current research project” (Wilson A, 2006)

Benefits

Easily accessible and less expensive

Helped in clarifying the research questions and objectives

Assisted in the research design

Enabled me to interpret primary data with more insight

EABL 10


The secondary information i collected assisted in the research design, highlighting aspects

such as who to interview, where to interview and the most appropriate questions or

multiple response answers.

The secondary data i collected enabled me to interpret primary data with more insight,

letting me see the broader picture of what the data means in the context of other current

or historical developments in the market

Relevance: the data i collected was not relevant to the research objectives in terms of the

data content itself, classifications used or units of measurement.

Cost: although secondary data is usually cheaper than primary data, some specialist reports

did cost me large amounts of money hence being costly considered to the benefits derived.

Bias: some secondary data was biased, depending on who originally carried out and for

what purpose. I made attempts to obtain the most original source of the data, to assess it

for such bias.

Accuracy: since i was not involved in the original collection of data there was no accuracy

of the secondary data i collected

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LIMITATIONS

Relevance

Cost

Bias

Accuracy

EABL 11


Reliability: This is the extent to which an experiment, test, or any measuring procedure yields

the same result on repeated trials. Without the agreement of independent observers able to

replicate research procedures, or the ability to use research tools and procedures that yield

consistent measurements, researchers would be unable to satisfactorily draw conclusions,

formulate theories, or make claims about the generalizability of their research (Jobber, 2007)

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HOW THE LIMITATIONS MAY AFFECT THE RELIABILITY AND VALIDITY OF NBL

Reliability: This is the extent to which an experiment, test, or any measuring procedure yields

the same result on repeated trials.

Validity: This refers to the degree to which a study accurately reflects or assesses the specific

concept that the researcher is attempting to measure.

Bias: research which is biased does not clearly give the best conclusion hence rendering the

research carried out for the organisation unreliable because the company cannot be able to

reach the root cause which was the foundation for carrying out the research in the first

place.

Relevance: research which is not relevant to the company’s specific problem fails to clearly

answer the researcher requirement which causes the questioning of its validity.

Accuracy: research which is not up to the required standards is never reliable and it cannot

be considered valid because it cannot be based on to make any changes in the company’s

strategy which hugely impacts the company’s activities.

EABL 12


Validity: This refers to the degree to which a study accurately reflects or assesses the specific

concept that the researcher is attempting to measure. While reliability is concerned with the

accuracy of the actual measuring instrument or procedure, validity is concerned with the

study's success at measuring what the researchers set out to measure (Jobber, 2007)

Bias: research which is biased does not clearly give the best conclusion hence rendering the research

carried out for the organisation unreliable because the company cannot be able to reach the root cause

which was the foundation for carrying out the research in the first place.

Relevance: research which is not relevant to the company’s specific problem fails to clearly answer the

researcher requirement which causes the questioning of its validity.

Accuracy: research which is not up to the required standards is never reliable and it can not be

considered valid because it cannot be based on to make any changes in the company’s strategy which

hugely impacts the company’s activities.

24


National environment management authority environmental reports which were available

were not up-to-date which made it hard for the researcher to get a clear picture of the

current status of the environment in the various sectors of the country’s economy.

Internal organisation data which was not meant to be accessed by everyone. hence making

it hard for me to access it since i was never an employee.

25

DATA WHICH WOULD HAVE BEEN USEFUL BUT UNAVAILABLE

National environment management authority environmental reports. Internal organisation data which was not meant to be accessed by every one hence

making it hard for me to access it since i was never an employee. EABL 13


Further research should be carried out on consumers/ stakeholders attitudes towards green

advertisements and their effects on the company’s reputation and performance.

Further research should be carried out on environmental management to expand to further

cover the process of greening the organisational culture and its association with formulating

environmentally friendly policies and strategies within and across organisational

departments.

Further research should be carried out on green supply chain management, owing to the

crucial role that product and material sourcing plays in today’s business

Further research should be carried out on the organisations stakeholder’s role in influencing

corporate social responsibility initiatives.

WORD COUNT: 1529 Words

PRESENTATION SLIDES: 12 slides

26

SUGGESTION OF FURTHER RESEARCH THAT NEEDS TO BE UNDERTAKEN

Further research should be carried out on

Consumers/ stakeholders attitudes towards green advertisements and their effects on the

company’s reputation and performance.

Environmental management to expand to further cover the process of greening the

organisational culture and its association with formulating environmentally friendly policies and

strategies within and across organisational departments.

Green supply chain management, owing to the crucial role that product and material sourcing

plays in today’s business

Organisations stakeholder’s role in influencing corporate social responsibility initiatives.

EABL 14


TASK THREE

TO: MARKETING MANAGER

FROM: MARKETING ASSISTANT

DATE: 10/JUNE/2011

SUBJECT: INFORMATION FOR MARKETING DECISIONS IN NILE BREWERIES LIMITED

The purpose of this report is to clearly show the importance of marketing research and data base

marketing information to Nile Breweries Limited.

CONTENTS PAGE

1.0 Introduction..........................................................................................................................................28

1.1 Importance of marketing research.......................................................................................................28

1.2 Importance of database marketing information.................................................................................29

1.3 How database information can be used to improve relationships with NBL key stakeholders..,.........30

1.4 Ethical and marketing research professional code of conduct issues..................................................31

1.5 Alternative approaches to the development of a database.................................................................32

27


1.0 Introduction: Marketing research: this is the collection, analysis and communication of

information undertaken to decision making in marketing (Alan Wilson, 2006), marketing

research has a number of importances and some of them are as follows.

1.1 IMPORTANCE OF MARKETING RESEARCH TO NILE BREWERIES LIMITED

To make marketing decisions: Marketing research helps NBL’s marketers to make decisions

about particular products. Research shows that customers do not need a product or are

meeting their needs with a certain competitor product and so on. Similarly good marketing

research strives to provide options for the successful introduction of new products. This

makes market entry for a new product less risky, developing a product, creating a brand or

coming up with an advertising campaign. (Brassington & Pettitt, 2006)

Survive the competition: Marketing research helps NBL in ascertaining and understanding

competitor information such as their identity, marketing network, customer focus and scale

of operations, this helps in surviving and in certain cases, even leaving behind the

competition.(Brassington & pettitt, 2006)

Helps to decide target markets: marketing research helps NBL in providing customer

information in terms of their location, age, buying behaviour and gender. This in turn helps

NBL marketing department to zero in on the target markets and customers for the

company’s products.(Brassington & pettitt, 2006)

28


1.2 IMPORTANCE OF DATA BASE MARKETING INFORMATION TO NILE BREWERIES LIMITED

Database marketing: is an interactive approach to marketing, which uses individually

addressable marketing media and channels to extend help to a company’s target audience,

stimulate their demand and stay close to them by recording and keeping an electronic database

memory of customer, prospect and all communication and commercial contacts, to help them

improve all future contacts and to ensure more realistic planning of all marketing (Wright C,

2008)

Understanding the customers/clients and their preferences: Database information helps

NBL to know its customers better since it has a wide coverage of customers, clients NBL is

able to know the clients/customer location.

Managing customer service help lines and complaints: Data base information helps the

organisation to be in position to help its customers by use of customer service help lines

which makes it easily possible for the company staff to respond to customers complaints or

suggestions as soon as possible.

Understanding the market, new products and channels: Data base information also helps

NBL to fully understand the market needs so that it’s in position to come up with products

that satisfy the identified market needs. Say for example the consumers are tired of having

hangovers every morning hence making the company to come up with a beer product that

causes less or no hangover i.e. Nile gold crystal malt larger.

Understanding competitors: Data base marketing helps in understanding competitors and

clearly get to know about their prices, the market share they enjoy in the market this would

in turn help NBL to know the strategies it can use to counter pressure from the competitors.

29


1.3 HOW NBL CAN USE DATABASE INFORMATION TO IMPROVE RELATIONSHIPS WITH KEY

STAKEHOLDERS

Data base information can be used in helping the NBL to identify and target its best

customers/stakeholders manage their marketing campaigns in order to strengthen

relationships in the following ways.

Data base information can be used to send direct mails to the customers and this would

help to maintain customer contact between the NBL sales team and the customers. As it

would help in (i) Generating leads and warmed prospects for sales calls (ii) Promotion or

selling of products direct to customers (iii) Distribution of products and company

information to the various key stakeholders hence improving on the relationships

Database information can be used in transaction processing as the information can be

linked to programmes which generate order confirmation, despatch notes, invoice,

statements and receipts. This would help NBL in serving the various customers/clients and

stakeholders on time which in the long run would help in strengthening the relationship

between NBL and its stakeholders.

Database information can be used during marketing research and planning by sending out

market surveys and may itself be investigated to show purchasing pattern and trends of the

company stakeholders/customer hence helping NBL in knowing how it can fully satisfy its

customers needs by developing new products our improving on the existing ones, this

would in future help in improving relationships between NBL and its various publics.

Data base information can help in contacts planning as the information can indicate what

customers need to be contacted or given incentives to maintain their level of purchase and

commitment. A separate database may similarly be to track planned and on-going contacts

at conferences and trade shows and invitation lists to marketing events and this would help

in strengthening relationships with the key stakeholders.

30


1.4 ETHICAL AND MARKETING RESEARCH PROFESSIONAL CODE OF CONDUCT ISSUES

INVOLVED IN THE MARKETING MANAGERS PROPOSED APPROACH

When carrying out the research the marketing manager must ensure to operate at all times

within the marketing research professional code of conduct, acting responsibly and ethically.

These are the core principles or issues of the marketing research society code of conduct which

are based upon ESOMAR principles (visit www.esomar.org for more details):

Respondent’s cooperation is voluntary and must be based on adequate, and not misleading,

information about the general purpose and nature of the project when their agreement to

participate is being obtained and all such statements must be honoured. (A Wilson, 2006)

Market researchers will ensure that projects are and activities are designed, carried out

reported and documented accurately, transparently, objectively and to appropriate quality.

(A Wilson, 2006)

Where incentives are offered, the researcher must clearly inform the respondents who will

administer the incentive. (A Wilson, 2006)

When acting in their capacity as researcher the later must not undertake any non research

activities for example database marketing involving data about individuals which will be

used for direct marketing and promotional activities. Any such non-research activities must

always, in the way they are organised and carried out, be clearly differentiated from

marketing research activities. (A Wilson, 2006)

Respondent’s anonymity must be strictly preserved. If the respondent on request from the

researcher has given permission for data to be passed on in a form which allows that respondent to

be identified personally.

(i) Researcher must ensure that the information will not be used for any non research purpose and

that the recipient of the information has agreed to conform to the requirements of the code. (A

Wilson, 2006)

31


1.5 ALTERNATIVE APPROACHES TO THE DEVELOPMENT OF A DATABASE THAT COULD BE

ADOPTED BY NBL FOR COMMUNICATING WITH THOSE KEY STAKEHOLDERS

The majority of customer information will be gleaned from the orders they place and the

enquiries that they make. A relatively recent development in this area is the combination of

cookies or user log ins and server logging software which enables tracking and recording of a

customer’s progress through a website, perhaps revealing interests that would otherwise have

gone un noticed(Wilson A, 2006).

A database can be developed using geodemographic information which relates to the

characteristics of people living in different areas. Even simple post code information can

contain a lot of data about the customer.

A database can also be developed using information got from customer service which would

be used to indicate particular concerns of customers. For example in a store, if customers

have to ask service staff where items are stored, the volume of complaints might indicate

poor signage and labelling.

A database can also be developed using information from stakeholder’s complaints which

would indicate deficiencies in the product or the fact that customer expectations have been

poorly communicated, this would help NBL to devise means of correcting the mistakes

hence serving the stakeholders better.

A database can also be developed using specific information held which may vary by type of

market for example an industrial database will hold data on key purchasers, influencers and

decision makers, organisational structure and business size this would in turn help to

improve NBL’s relations with the various stakeholders.

Word count: 1442 words

32


References

Brassington, F & Pettitt, S (2006) Principles of Marketing (4th edition). FT Prentice Hall, Harlow, Essex

East African Breweries Ltd (2010) About EABL http://www.eabl.com/inner.asp?cat=abouteabl&subc

at=our business (Accessed on 14 April 2011) Jobber, D (2007) Principles & Practice of Marketing (5th edition). McGraw Hill Education, Maidenhead, Berks

Nile Breweries Ltd (2011) About NBL http://www.nbl.com/inner.asp?cat=aboutnbl&subc

at=our business (Accessed on 14 march 2011)

Wilson, A. (2006) Marketing research: an integrated approach. 2nd Edition, Harlow Prentice hall.

Wright, C (2008) Professional Certificate in Marketing Study Text: Marketing information and research (1st edition). BPP Learning Media Ltd, Aldine Place, London

33


APENDEXI ONE

Background: NILE BREWERIES LIMITED

Nile Breweries Limited is a beer brewing company that has been in operation in Uganda since

1951. Nile Breweries Limited is a subsidiary of SABMiller plc; the world’s second largest brewing

company. Nile Breweries Limited is located in Jinja, eastern Uganda, on the bank of the River

Nile; 80 kilometres from the capital Kampala, in 1951 Nile Breweries Limited (NBL) was

established as an unlisted public company. In 1957 The Muljibhai Madhvani group of

companies took majority ownership and management control. Although the company was

nationalized in 1972, the brewery was repossessed by NBL in 1992. In 1997 SABMiller was

invited to take 40% share and joint management, in 2008 Nile Special and Club Pilsner were

converted to the 500ml long neck Gold Euro bottle – a first for the Ugandan market. In August

2009 NBL opened its US$29 million brewery extension doubling production capacity from 90 to

180 million litters of beer per year. Annual production 1,200 (hl 000)

THE MARKET

NBL has 55 % share of the market of the beer while East African Breweries Limited its fierce

rival has 42% share and Parambot Breweries Ltd, smaller local brewers and imported products

have 3% share. Nile special larger is the company's flagship brand having been in the market

since 1956. Other members of the NBL family include: , Castle Lite Malt Larger, Nile Gold Crystal

Malt Lager, Redds Premium and Castle Milk Stout Club Pilsener, Chairman ESB, and Eagle larger

and Eagle extra larger.

The total alcohol market is growing at a rate of 12% in the last 6 months with beer trending at a

growth rate of 14% in the same period. The beer category has got great potential to expand

taking share from the traditional brews which are over 50% of the total alcohol consumed in

Uganda.

i


COMPETITION

NBL’s major competitor is East African Breweries Limited (EABL); the company also faces

competition from Parambot Breweries Ltd which is the latest entrant in the industry. Other

competition comes from imported products and smaller local brewers who make and distil local

traditional brews and spirits.

CUSTOMER BASE

NBL has a wide range of consumers for its various brands amongst the different demographics

and income bracket. Each of the brands has a distinct set of target consumers with unique

attributes that appeal to these consumers. Consumption of NBL products is restricted to

persons/consumers who are above 18 years of age.

The customers comprise of a number of distributors, stockists and various outlets including

bars, night clubs, Hotels, Supermarkets and restaurants throughout the country which all avail

the products to the final consumers.

PRODUCTS

TABLE SHOWING PRODUCTS/ BRANDS OF NBL UGANDA

NBL BEER BRANDS

Strong beers Nile special larger, Club Pilsener, Chairman ESB, Eagle larger and Eagle

extra larger

Premium beers Castle Lite Malt Larger, Nile Gold Crystal Malt Lager, Redds Premium

stouts Castle Milk Stout

ii

uganda management institute mir june 2011 13623813

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