Impact of Strategic Intent on the Performance of Daraju Industries Ltd.

Abstract

The study examines the impact of strategic intent on the performance of Daraju Industries Limited with a particular reference to MyMy toothpaste in Nigeria. The study intends to find out how strategic intent (direction, discovery and destiny) affects performance of MyMy toothpaste proxy sales volume. The brand of MyMy toothpaste failed to conform to its strategic intent: the best, the beautiful and the preferred and the problem is that some of the customers of MyMy toothpaste do not see it as the best, the most beautiful and the preferred thereby limiting the strategic intent of the organization and reducing the organizational performance in terms of net profit margin. The main objective is to examine the impact of strategic intent on the performance of Daraju Industries Limited in Nigeria. Point in time data were collected from primary source. The Ordinary Least Square was adopted and finding reveals that Strategic intent has significant relationship with sales volume of MyMy toothpaste in Nigeria. Other finding reveals that strategic direction (vision and mission) contribute to sales volume of MyMy toothpaste in Nigeria. It was found that strategic discovery (shareholders and part time director's discovery) contribute significantly to sales volume but employees discovery does not contributes to sales volume of MyMy toothpaste in Nigeria. It was found that strategic destiny (goals) does not contribute significantly to sales volume but objectives contribute to sales volume of MyMy toothpaste in Nigeria. It is therefore recommended that Daraju industries Limited should re-strategies their strategic intent and re-builds their vision, mission, part-time directors, employees, shareholders, goals and objectives to achieve a lasting performance. They should also specifically, encourage employee's discovery and strategic destiny in terms of goals even if there is statistical insignificant in achieving sales volume but in a long run, there will be an improvement.