MARKET SEMENTATION AS AN EFFICIENT TOOL OF ACHIEVING INCREASED MARKET SHARE (A CASE STUDY OF 7UP BOTTLING COMPANY PLC ABA).

ABSTRACT
This main aim of business is to seek, attract and retain customers who will use the company various products to meet their needs or solve their problems. Successful service organization must therefore understand how customers view services and in what ways it presents a different advantage relative to the company’s offering. Therefore the main objective of this study is to determine the efficiently of market segmentation in increasing market share of a company. The research questions were asked, problems identified and objectives set. At the same time some existing literature on the subject matter was reviewed while a pattern was followed to gather and analysis the data collected. Eight research questions were formulated which guided the study. The analysis is presented by the sue of table, sample percentage to enable one to have an overview. Some of their findings principles were based on the increased in sales of the organization product and determining the efficiency of market segmentation which depends on the managers getting what they want from planning. To change the minds of non-user of market segmentation, organizations and management should know that the planning as rewards. Also management should try to identify each managers needs and expectations so as to increase their moral and planning performances. Based on this study some conclusions were drawn from the findings and they include, organizations should maintain an effective plan, provide a good planning and working environment, pay fair and adequate salaries and also encourage the management. Theoretical research needs to be carried out by other researchers to find out the efficiency of market segmentation in achieving increase market share of the company. Conclusively, the factors mentioned above can make management to be satisfied with planning and more rewarding to the manager and society.

1.0 INTRODUCTION
7up plc was introduced by a Lebanese called Mr. Mohammed Elkhail as a business man, he came to Nigeria in 1926 and trade on household and Kitchen utensils. He also owned later one of the biggest transporting company in West Africa. He went into soft drink business as a kind expansion in 1959, and subsequently introduced 7upbottling company now plc.
The location of the 7up first plant was at Ijora in Lagos now the head quarter where the first bottle of 7up was produced in 1960. also on that day, a total of fourteen crates were produced.
The Ibadan, Ikeja, Kano, Kadunna and Aba plant were opened between 1980 till 1989. also till date more plant have been opened across the country including many depots.
Due to the location of their depots act many place in the country, it was very easy for them with the help their good marketing strategies to enhance distribution across the country penetrating the areas their products were not available.
Finally, the company’s brands of soft drink include 7up, Pepsi Cola, mirinda orange, Mirinda soda, mirinda fruity and maintain dew which was must introduced.

1.1 BACKGROUND OF THE STUDY
No where has business practice been more effected than by the growing consumer demand for variety. The relatively homogenous market of less affluent time could be satisfied with limited product offerings. Increasing purchasing power, however, caused markets to become more heterogeneous and to demand greater advice.
Recognition of this change led to wide acceptance of market segmentation. (Encyclopedia of professional management 1995) in Awa, (2003: 291).
During the decade of the 1930’s the work of Rebonson and chamber line resulted in a revitalization of economic theory. While classical and neoclassical theory provided a useful framework for economic analysis, the theories of perfect competition and pure monopoly had become inadequate as explanations of the comtempony business scene. The theory of perfect competition assumes homogeneity among the component of both the demand diversity and hetero genetic had come to be rule rather than the exception. The reasons for the presence of market segmentation in specific market are many and includes the following:
1. The specialized or superior resources enjoyed by favourably situated manufacturers.
2. Variations in producer’s estimates of the nature of market demand with reference to such maters as price sensitivity, colour, materials or package size.
3. Variations in production equipment and methods or process used by different manufactures of products designed for the same or similar uses.
Because of these and other factors, both planned and uncontrollable difference exist in the product of an industry. As a result, sellers make different appeals in support of their marketing efforts.