PRODUCT LINE STRATEGY AND THE PERFORMANCE OF NASCO PLC, JOS, NIGERIA

Abstract

This study examined the effect of product line strategy on the performance of NASCO Plc, located in Jos, Plateau State. The research employed a survey research design with primary data collected through questionnaires administered to employees of NASCO Plc. The total population was 1,131, and the Taro Yamane method was used to determine a sample size of 295. Out of the 295 distributed questionnaires, 250 were returned, representing an 85% response rate. To test the study's hypotheses, Least Squares regression analysis was employed. The findings revealed that line extension had a positive impact on the support for NASCO Plc. Similarly, line modernization significantly enhanced the demand for the company's products. Additionally, product line strategies were found to substantially influence the business expansion and profitability of NASCO Plc. Specifically, the alignment of the product line ("line fit") played a critical role in improving the company's profitability. The study concluded that product line strategies, including line extension, modernization, trimming, and product fit, positively influence the growth, sustainability, product demand, business expansion, and profitability of NASCO Plc. It was recommended that the management of NASCO Plc invest in extending and enhancing their product line to drive further growth. This can be achieved by adopting modern technologies to improve product quality. Additionally, the company should continue to optimize processes such as packaging and labeling to expand its product range.