ABSTRACT

The study examined the effect of competitive strategies on the organisational performance of Nigerian Breweries Plc from 2005 to 2020. The specific objectives of the study were to: ascertain the effect of human resource planning (recruitment and training, retirement etc)  on the  profitability of Nigerian Breweries, find out the effect of logistics (marketing, distribution and administration) on the sales volume of Nigerian Breweries, determine the effect of product development (product and  process innovation) on production output of Nigerian Breweries plc, ascertain the effect of plants and machinery maintenance on the production cost of Nigerian Breweries and evaluate the effect of gifts and donations on the  goodwill of Nigerian  breweries. The study adopted the ex-post-facto research design as the study relied on secondary data from the annual financial statements/ reports of Nigeria Breweries, for the analysis. In all, five (5) research questions and hypotheses were formulated in line with the objectives of the study and were tested 5% significance level using ordinary least square regression analysis with the aid of statistical softwares:                                                                                     Eviews 10.0 and SPSS (version 21.0). Empirical evidences emanating from the results of the study revealed that human resource planning, has a non-significant but positive effect on the profitability of Nigerian Breweries Plc. Logistics has  a positive and significant effect on the sales volume of Nigerian Breweries Plc . Products development                                                           has a non significant but positive effect on the production output of Nigerian Breweries. The study equally revealed that plants and machinery maintenance has no significant but positive effect on the production cost of Nigerian Breweries Plc. Finally, the study showed that gifts and donation (a proxy for corporate social responsibilities) has a positive and significant effect on the goodwill of Nigerian Breweries Plc.. The study made conclusions based on the findings and therefore recommended that organisations’ especially Nigerian Breweries’ human and materials resources must be put into proactive use at the right time and manner so as to enhance its competitive edge and equally create high quality products at minimal cost. Also, organisations should come up with innovative products development that meet with global trend in order to gain competitive advantage over their competitors.