IMPACT OF MARKETING SEGMENTATION ON PRODUCTION PLANNING (A STUDY OF INTERNATIONAL BREWERY PLC, ILESHA, OSUN STATE)

ABSTRACT This research was aimed at finding out the impact marketing segmentation on production planning using international breweries plc Ilesha, Osun State as a case study. The purpose was to determine whether effective segmentation strategies improve production in an organization, to examine the requirements for effective market segmentation in in an organization, to investigate whether market segmentation brings benefit to the consumers and to the organization at large and determine if there is any relationship between market segmentation and production planning in an organization. The population size used was the entire staff of international breweries plc Ilesha, Osun State which comprises of One-hundred (100) staff of which eighty-two (82) sample sizes was selected using simple random techniques. Data for this study were primarily and secondarily sourced. Chi-square was used to analyze the responses gotten from the distributed questionnaires. The findings made in this project work stated that market segmentation has significance on various other components and impact them substantially when the organization followed the right segmentation and strategies developed for servicing them specific to the segments. It was concluded that marketing segmentation has great significance in affecting the level of production planning of an organization. And recommendations were also made based on the findings that organization need to get professional marketers that can enlighten and train their organization as a whole on marketing segmentation, and marketing strategies as a whole and organizations need to determine who their target customers are, and make sure that the organizations resources are focused on the most viable and profitable of the target customers from that segment.