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EFFECTIVE PRODUCT PLANNING AND DEVELOPMENT STRATEGIES FOR ACHIEVING INCREASED MARKET SHARE

(A CASE STUDY OF PATTERSON ZOCHNIS (PZ) PLC ABIA STATE)

ABSTRACT

This research is intended to generally appraise how effective product planning and development in the manufacturing sector as strategies for achieving increased market share with particular reference to PZ Nigerian Plc Aba Abia State. The main purpose of this study was to identify how effective product planning and development programme of PZ Nigeria will result to better customer satisfaction and increase market share by the company. In order to achieve the above objective purpose the following relevant literature were reviewed meaning of product planning and development procedure, introduction and evaluation, reasons, for new product venture team why new product fail and effective product planning and development strategies for achieving increase market share. The researcher design adopted in carring out this research is a survey research and the data were collected through primary and secondary source. Based on the analysis of the data collected, the following findings were made. That effective product planning and development strategies helped PZ Nigeria Plc achieve improved customer services and better satisfaction. Based on the findings, the under listed recommendation were made, that PZ management should release adequate finance to the manufacturing sector to enable them carryout effective product planning and development programme successfully.

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