FINANCIAL ANALYTICS: A FOCUS ON THE MARKETING STRATEGIES OF SELECTED MANUFACTURING FIRMS LISTED ON NIGERIAN EXCHANGE GROUP
This study conducted the financial analytics of the marketing strategies adopted by firms listed on Nigerian Exchange. Secondary data used were collated from the annual reports and accounts of sampled manufacturing firms namely; Unilever Plc and Cadbury Nigeria Plc which were analysed using binary logistic regression. Variables used included Profit after tax, turnover, research and development, brand marketing, sales revenue, profit after tax, selling & distribution expenses and administrative expenses. Turnover had a positive but insignificant effect on organizational performance of Unilever Nigeria plc (13.773, p=0.172>0.05); research and development had positive but insignificant effect on organizational performance of Unilever Nigeria Plc (1.215, p=0.586>0.05); brand marketing had insignificant positive effect on organizational performance of Unilever Nigeria Plc. In relation to Cadbury Plc, revenue had a positive impact on organizational performance of Cadbury Nigeria Plc (32.370, p=0.097<0.10); selling and distribution expenses exerted a negative and significant effect on Cadbury Nigeria Plc (-14.082, p=0.072<0.10; administrative expenses had a negative and insignificant effect on the performance of Cadbury Nigeria Plc (-0.114, p=0.979<0.10).The study thus concluded that turnover, research and development and brand marketing have the capacity to enhance the performance of manufacturing firms listed on Nigerian exchange. It is therefore recommended that management should always employ promotional tools, improve the quality of products brands and adopt effective market segmentation strategies that would enhance their financial performance. Also, overhead expenses in respect of administrative and selling and distribution activities should be properly controlled.
Financial analytics, marketing strategies, performance, manufacturing firms