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 LIMITEDS STAKEHOLDERS TOWARDS THE ORGANIZATIONS REPUTATION WITH REGARD TO ENVIRONMENTAL ISSUES

PREPARED FOR: NILE BREWERIES LIMITED 10th JUNE, 2011

PREPARED BY: AREA CODE RESEARCH CONSULTANCY

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

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

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

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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UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 organizations 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; customers 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. 1

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 companys activities in regard to environment may not have come to the attention of all the companys 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 companys 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 companys 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 companys stakeholders what the company intends to achieve in regard with environmental issues.

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 2.0 OBJECTIVES 2.1 To determine the environmental issues that are important to the organisations 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 stakeholders 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 dont seem to be satisfied with the companys 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 NBLs environmental issues and it will also measure the level of stakeholders satisfaction directly related to NBLs 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 NBLs major competitor is East African Breweries Limited. under this objective we will be in position to identify what NBLs 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 NBLs performance in terms of environmental activities. This process will be guided by the following sub objectives. Identify NBLs performance on environmental activities in relation to competitors. Investigate what NBLs competitors have done in the process of countering the environment activities the beverage industry is facing. 3

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 NBLs 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. 4

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 NBLs 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 \ 5

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 NBLs environmental activities. 3.1.4 Qualitative research objectives Explore the environmental issues faced by Nile Breweries Limited. Determine the environmental issues faced by the companys 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 stakeholders attitudes towards NBLs 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 NBLs 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 NBLs environmental activities have been at conserving the nature. This will assist in knowing where much emphasis has to be put. 6

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 3.2.1 Recruitment of participants Participants will be recruited from a list of stakeholders. The data will be obtained via NBLs 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 NBLs stakeholders vary considerably between 3 groups. Stakeholders attitudes may differ depending on their group. So it is important to first group the stakeholders 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 NBLs database; this will help to ensure that the target sample size of 150 is achieved despite non attendances.

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 TABLE 1 Focus group Sampling

Group Types

Stakeholders

Sample size

Existing Stakeholders

Potential Stakeholders

Managers Internal Stakeholders Employees

12

24

12

12

Shareholders Customers Connected stakeholders Distributors Suppliers Bankers Press Government External stakeholders Pressure groups

12 1OO 50 12 12 12 1 12

6 50 25 6 6 6 1 6

6 50 25 6 6 6 0 6

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 participants attitudes towards different messages. This will include messages. This will include, 8

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 NBLs environmental issues. To compare NBLs 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) 9

UGANDA MANAGEMENT INSTITUTE - MIR - CIM No.13623813-JUNE-2011 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 companys 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 companys 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. 10

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TABLE TWO

TASK 1 PLANNING SECONDARY RESEARCH SECONDARY REPORTING RECRUITMENT OF PARTICIPANTS QUALITATIVE FIELDWORK QUALITATIVE REPORTING QUANTITATIVE ANALYSIS QUANTITATIVE REPORT PRESENTATION FINAL REPORT 2 3 4 5 6 7

WEEK 8 9 10 11 12 13 14 15 16

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
ITEM Research staff Secondary research Qualitative analysis Quantitative analysis Travel expenses for focus group participants Final report for internal and external use Miscellaneous expenses TOTAL FEE including VAT DESCRIPTION 3 staff members Purchase relevant reports and books 3 focus groups Postal surveys 247 participants 3 hard copies and 1 electronic copy 2597 24,297 text COST in pounds 6428 948 4779 5688 3208 649

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

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

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

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

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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. EABLs 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

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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ENVIRONMENTAL/GREEN ACTIVITIES OF EABL Efficient Water use Recycling of Solid waste Recycling of packaging material Minimized air emissions EABL
4

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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CONTINUATION Transport Efficient energy usage

EABL

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. EABLs target for the upcoming year is to increase the percentage of electricity from low-carbon sources to 50%.

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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 companys 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 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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My research findings will lend a hand to EABL in reviewing the companys 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.

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

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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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

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. 19

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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

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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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

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. 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 21 The following are the benefits of secondary research that i

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

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 LIMITATIONS Relevance Cost Bias Accuracy EABL 11

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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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 companys 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 companys strategy which hugely impacts the companys activities. EABL 12

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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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 companys 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 companys strategy which hugely impacts the companys activities.

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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

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 countrys 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.

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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 companys 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 todays business

Organisations stakeholders role in influencing corporate social responsibility initiatives. EABL 14

Further research should be carried out on consumers/ stakeholders attitudes towards green advertisements and their effects on the companys 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 todays business Further research should be carried out on the organisations stakeholders role in influencing corporate social responsibility initiatives.
WORD COUNT: 1529 Words PRESENTATION SLIDES: 12 slides 26

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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

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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 NBLs 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 companys products.(Brassington & pettitt, 2006)

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

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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.

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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): Respondents 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)
Respondents 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

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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 customers 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 stakeholders 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 NBLs relations with the various stakeholders.

Word count: 1442 words 32

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

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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 worlds 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

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COMPETITION NBLs 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 stouts Castle Lite Malt Larger, Nile Gold Crystal Malt Lager, Redds Premium Castle Milk Stout

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