Salesforce Motivation, A Means For Achieving Sustained Growth And Increase Market Share (A Case Study Of Nigerian Bottling Company Owerri)

Project and Seminar Material for Marketing

Salesforce Motivation, A Means For Achieving Sustained Growth And Increase Market Share (A Case Study Of Nigerian Bottling Company Owerri)


The degree of success in the generation of sales revenue in any organization equates directly with the quality and performance of it’s Salesforce. More than ever, today’s sales people have dynamic power in the business world. They are responsible for generating more revenue in our economy than workers in any profession.

In the light of aforesaid, this study seeks to take critical analysis on the effect of motivation of the sales personnel for increased performance and productivity (market growth and market share) in the Nigerian Bottling company, Owerri, Imo state, with a view to determining the relationship between salesforce motivation and the attainment of organizational goals, the motivational and compensation tools and offering recommendations, for change. In order to achieve the intended objectives, the work is structured in five chapters.

Chapter one is the introduction which highlighted the purpose of the study, definition of the problem, formulation of hypothesis, significance of the study and limitation of study.

Chapter two is the literature review, which focused on the sales force and selling process, theories of motivation, motivational tools and compensation tools.

Chapter three explained the research methodology adopted. This covers the design of study, sources of data, determination of sample size, method of questionnaire distribution, method of investigation and sampling method used.

Chapter four, it focuses on the presentation and analysis of data and test of hypothesis.
Finally, chapter five presents the summary of findings, recommendation and conclusions.

Table Of Content

Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of content

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Definition of the problem
  • 1.3 Purpose/objective of the study
  • 1.4 formulation of hypothesis
  • 1.5 significance of the study
  • 1.6 limitation of the study

Chapter Two

2.0 literature Review

  • 2.1 Introduction
  • 2.2 The salesforce and the selling process
  • 2.3 Theories of motivation
  • 2.4 Motivational tools
  • 2.5 Compensation tools
  • 2.6 Criteria for good compensation

Chapter Three

3.0 Research Methodology

  • 3.1 Research design
  • 3.2 Sources of data
  • 3.3 Method of investigation
  • 3.4 Determination of sample size
  • 3.5 Method of questionnaire distribution
  • 3.6 Sample method
  • 3.7 method of data analysis

Chapter Four

4.0 Data Presentation and Analysis

  • 4.1 Analysis of number of questionnaire
  • 4.2 Test of hypothesis

Chapter Five

5.0 Summary of Findings, Conclusion and Recommendation

  • 5.1 Summary of Findings
  • 5.2 Conclusion
  • 5.3 Recommendation
  • Bibliography
  • Appendix
  • Questionnaire

Chapter One

1.0 Introduction

1.1 Background Of The Study

The marketing firms no matter what they do must reach out and exchange. This is why the marketers believe that nothing happens anywhere in the world till exchange has taken place.

The use of salesforce in the marketing of goods and services stated during the barter stage and till date, it is still used as the major way of reaching out to the customer of a company’s product. The Nigerian Bottling company is a company that is in the soft drinks industry. The soft drink industry represents a sector where larger scale of production and marketing is undertaken.

This sector is also characterized by stiff competition owing to the number of firms and products that compete for customer loyalty and patronage. The industry is also known for its high dynamic nature owing to the changing tastes of the consumers, wide scope of the market, high customer patronage, technological changes and threats from other alcoholic beverages.

For firms in this industry to succeed, they must learn to adequately motivate their salesforce for increased performance and productivity.

The Nigerian Bottling company Plc is an off-shoot of Coca-cola international which started in 1886 in Atlanta Georgia in the United States of America. Coke founded by Dr Perpeton is the worlds leading soft drink industry sold in more than 145 Countries of the world.

Coca-cola first came to Nigeria in 1953 when the Nigeria Bottling company set up its first plant in Lagos. The Nigerian Bottling company is a subsidiary of A-G Leventis company and has it’s headquarters at NBC House, Ebute metta Lagos.

The Nigerian Bottling company Owerri was established in 1982. The plant began with an exciting story of growth and development particularly during the past 20 years in Imo state. Nigerian Bottling Company Plc is today one of Nigerian’s number one bottler of soft drink selling more than six million bottles per day , a figure which is still growing with the continuing expansion of market share.

The Nigerian Bottling company which started with one flavour coke as a major product now has more than 12 brands and these include; sprite, krest, Bitter lemon, diet coke, fanta Orange, fanta club soda, fanta Ginger ale, fanta tonic water, fanta chap man, fanta lemon, fanta current, Eva water, five alive and limca products which they recently bought over.

The Nigerian Bottling company must therefore ride on the back of the salesforce to achieve increased performance and productivity thereby fulfilling the organizational goals and objectives. They also must know that motivation encourages hard work, which in turn results to increased productivity. It is only when the salesforce is adequately motivated that the company can stand well to fight competitors and to increase share of the market.

1.2 Definition Of The Problem

Certain conditions or factors can make the sales force to perform below expectation or ineffectively in their job. It can be the poor state of infrastructure

Also increased competition in the industry which has led to evolution of marketing strategies used by the companies to out with their competitors and adequately meet the needs and wants of the target market.
Another outstanding problem is lack of supervisory body to supervise the salesforce in order to performance well. Changing or dynamic nature of the marketing environment is another problem that faces the salesforce. The different marketing orientations in marketing requires different marketing approach and proper understanding of this, as required by the salesforce, to perform effectively.

Frequent and high labour turnover rate with respect to company sales force has also been a big problem. Ohire (2002. pg,. 130) is of the view that if the turnover is high, it is a problem to such an organization because there will not be enough experience among the workers there. Obisi (1996:30) listed the consequences of high labour turnover as including revisiting the selection, recruitment and placement process, it kills the moral of the newly employed sales personnel, it leads to low productivity.

1.3 Purpose / Objectives Of The Study.

The general purpose of this research is to determine the significance or otherwise of the contribution of sales personnel towards attainment of organizational goals and objectives given adequate motivation. Specifically, the research will achieve the following.

  1. To show the relevance of sales personnel in the Nigerian Bottling company.
  2. To examine the relationship between sales force motivation and the attainment of organization goals.
  3. To determine ways or means by which the company’s sales force can be adequately motivated.
  4. To determine the level of market share that will be achieved by Nigerian Bottling company through motivation of the sales force.
  5. To determine the motivational tool that will be applied to increase growth and performance.
  6. To show the relevance of the training of the salesforce and how it motivates them.
  7. To determine to what extent, good management and supervision motivates the salesforce towards increased productivity.
  8. To determine the level salesforces motivation has guaranteed the achievement of organizational goal.

1.4 Formulation Of Hypotheses

This study seeks to prove or disprove the following hypotheses.

Hypothesis i.
  • Ho: Motivation of sales force does not lead to increased performance and productivity.
  • Ha: Motivations of sales force leads to increased performance and productivity.
Hypotheses ii
  • Ho: Sales force supervision does not enhance increased performance and productivity.
  • Ha: Sales force supervision enhances increased performance and productivity.
Hypotheses iii
  • Ho: Training of sales force does not increase performance and productivity.
  • Ha: Training of sales force increases performance and productivity.

1.5 Significance Of The Study

Most companies find it difficult motivating their sales force towards increasing performance and productivity, this in turn helps to reduce the attainment of the set goals and objectives. This study becomes necessary to understand how the Nigerian Bottling company can use motivation of the Salesforce to achieve it’s short and long-term goals and objectives. It helps to understand the various motivational tools in relation to it’s application and outcomes.

The Nigerian Bottling company will gain from this study in the sense that the researcher will identify the appropriate steps towards creating the generally acceptable and result yielding motivational atmosphere for it’s Salesforce. The firms within the industry have an opportunity to gain from the research as they may be confronted with a similar situation.

Generally, the business world stands to benefit from the research finally this study will help future researchers this topic as it will form a lee way to ride on.

1.6 Limitation Of The Study

Lack of fund, limited time, negative attitude of the company’s personnel towards answering questions and falsified information given by the respondents formed the limitation of the study.

Chapter Five

5.0 Summary, Conclusion And Recommendation

5.1 Summary Of Findings

The major findings of this study were as follows:

  1. The sales functions are difficult in Nigerian Bottling Company.
  2. The Nigerian Bottling Company does not motivate their salesforce and this help in reducing their performance and productivity.
  3. The study also reveals that salesforce feels happy and satisfied to work harder if properly motivated.
  4. The study also reveals that the Nigerian Bottling Company uses the three compensation tools but the salesforce usually prefer the combination plan.
  5. It also reveals that the level of supervision given to the salesforce is low. Supervision is a tool that about 63.64% said we help to enhance their productivity.
  6. Furthermore, it was discovered that training is a vital tool for high performance and increase productivity which were shown in table 4:1:14, question 13

5.2 Conclusion

Based on the summary of findings, the researcher came to the following conclusion:

  1. That motivation of the sales personnel helps in the realization of the company’s goals and objectives.
  2. The salesforce are satisfied to work harder and increase their productivity whenever they are highly motivated because they feel that their interests are covered.
  3. Non financial incentives are tools that are loved in NBC especially promotion. The tool makes the salesforce to believe that they will one day become managers.
  4. The training is a vital tool as it encourages advancement; it enables the salesforce to acquire new skills, knowledge and techniques in selling.
  5. Finally, sound selection of effective and timely communication, friendliness of the management team, participation of the salesforce in setting goals and decision making motivates the salesforce a lot to increase performance and productivity.

5.3 Recommendation

Based on the findings of this study, the following recommendations are made:

  1. The company should introduce different kinds of benefit to serve as a motivator.
  2. The company should ensure that their salesforce are adequately motivated trained to improve their skill, knowledge and techniques.
  3. The company should ensure that their salesforce are properly supervised as, this will enable them to work harder. Supervision helps in correcting and monitoring the salesforce to work toward the target.
  4. Sound selection system should be used to employ effective and efficient sales tool that will carryout the selling duties.

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