Effect of Internal Marketing on Organisational Objectives of Manufacturing Companies in Nigeria (A Study of Nigerian Breweries Plc)

The study examines the effect of internal marketing on organisational objectives. To determine this, the study establishes the effect of organisational value exchange on organisational objectives; determines the rate of organisational internal communication on organisational objectives and examines the effect of training and development on organisational objectives. The analysis of the internal marketing tools in the study showed that a variety of internal marketing tools has led the company (Nigerian Breweries Plc) to achieve its organisational objectives. To sustain this achievement, there is a need to pay attention towards internal customers (employees). A simple random technique was adopted to select 155 employees of Nigerian Breweries, Lagos. Correlation analysis was adopted to determine the relationship between internal marketing variables (Value exchange, Internal Communication and Training & Development) and organisational objectives (performance). The result reveals the value of the correlation coefficient to be less than the standard 0.05 at a 5% significance level, this depicts that internal communication has a positive impact on the organisational objectives of companies in Nigeria. This results in tandem with the findings of Gordon & Wakibi (2019) that internal marketing and job satisfaction are positively and statistically significantly associated with quality health service delivery. The study concludes that the role of internal communication, value exchange and training and development among employees in manufacturing companies should be given utmost attention since employees need the exchange of information to drive the marketing capabilities of the organisation, identify and merge the values of the organisation with the values of the staff to maximize efficiency on the market drive and offer quality marketing training and development for the employees to gain competitive advantage and capture the large market within a short period.