Full Project – THE IMPACT OF MARKETING PLANNING AND CONTROL IN MANUFACTURING COMPANY

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CHAPTER ONE

INTRODUCTION

1.1   Background to the Study 

The relevance of marketing planning and control cannot be over-emphasized as it is necessary for a manufacturing company.

Looking ahead and prepare for the future is better than to look back and regret. An organization especially a manufacturing is very competitive and needs to examine how it can effectively develop plan and strategies for serving its marketing.

The aim of any marketing operation is to make the future happier. But this was not well recognized by most firms initially so job that should be handled by experts in the field of marketing were given to less qualified personnel and in most cases this shorten the life of most business.

Planning is the management function of setting target or objective to be achieved and detailing out ways by which target will be achieved. In manufacturing organization (Nigeria Bottling Company Plc, Benin City). Marketing planning and control show who is to do the job (qualified marketing personnel) how the qualified marketing personnel carryout the job and when the job will be done.

Marketing planning and control share with the others activities of the marketing mix the distinction in commerce of being a dynamic element in operation of business. The effective of marketing planning and control in a manufacturing organization enable the organization to absorb possible shock emitting from marketing environmental change. The subject matter is chosen by the researcher to explain the foregoing marketing planning and control in other to know its effectiveness.

According to Adirika (2003) in his lecture note “marketing planning is an exercise of analysis for and to increase the effectiveness of marketing or drawing from the past to decide in the present what to do in other to achieve the marketing objective enterprise efficient effective”.

Marketing planning does not depend on only theory or book knowledge. In other to plan effectively, we need to understand and know about out own environment (macro and micro environment) where the marketing plan will operate for marketing planning and control to be effective, the qualified marketing personnel that carried out the marketing and control may consider some element or feature such as time. Marketing planning and control will be effective if the plan has a stated time, for completion, the estimate of time may be verified depending on the product or firm. For marketing planning and control to be effective, the money for materials needed for the effective planning must be available and human resources. The qualified marketing personnel would have a group of consumers or target market in mind and then position the organization’s or company’s product on this target market or segment. Marketing control played a vital role in a manufacturing organization. If all marketing programme or plans along with other sub-functions are ideal and well harnessed but lack control, it will be likened to driving a well structured comfortable vehicle without steering on a very busy road. Control is the vital follow up process which is complementary to planning while marketing planning is deciding in advance what needs to be done, how and when it should be done.

Marketing control is concerned with establishing and maintaining appropriate procedure and measuring the implementation of marketing plan and strategies set out to achieve marketing objective and taking necessary corrective action. Marketing management has to do with the activities of production, distribution of such product through appropriate contribution, channel and price are made readily accessible to consumer marketing planning and control can be briefly introduced.

Nwokoye (2004) stated that is designing on environment for effective market the planer analysis the market opportunities and competitive environment based on the products strength develop a way or strategy to achieve the objective plans should be committed to writing it involves systematic thinking. The most essential task is to see that the purpose, objective and method of attaining them are clearly defined and understanding. In management marketing in a production industry planning and control are especially inseparable unplanned action has been achieved to determine without the control function. In the case of Nigeria Bottling Company, focus of this study, the effect of marketing planning and control should constitute a major management function.

1.2   Statement of Problem

The rate of discontinuance of some business have made many and individual to doubt if the operations such business embark on marketing planning and control. In a situation like this, when there is doubt surrounding an issue, a study of this nature becomes imperative especially as it help to clarify issues. And hence this study, so the problem of this study put in the question form is what the impact of marketing planning and control is in a manufacturing company.

1.3   Research Questions

1.     Are Nigeria companies using marketing planning and control in their operations?

2.     How are the marketing plan being implemented by the implementation?

3.     What method of planning and control do these companies use in their evaluation of marketing activities?

4.     What are the solutions to the problems encountered during the companies?

1.4   Research Hypotheses

Hypothesis One

HO:   Marketing planning and control does not affect the profit maximization in production.

HI:    Marketing planning and control affect the profit maximization in production.

Hypothesis Two

HO:   Marketing planning and control does not help in achieving organizational goals and objectives.

HI:    Marketing planning and control help in achieving organizational goals and objectives.

Hypothesis Three

HO:   Motivating of staff does not affect the successful implementation of marketing planning and control.

HI:    Motivation of staff affects the successful implementation of marketing planning and control.

1.5   Purpose of the Study

The study aims at:

1. To know the effectiveness of marketing planning and control in a manufacturing organization.
2. To know some basic problems that develop in the process of having good marketing planning and control in a manufacturing organization.
3. To provide the researcher some solutions to the problems and reduce bottleneck in planning process of the particular organization.
4. To know the benefit of good marketing planning and control in a manufacturing organization.

1.6   Significance of the Study

The significance of the study is to draw the attention of other researchers in the field of business especially marketing to be interested in the conduct of more indebt research in the area of the marketing planning and control effectively.

The idea will act as a framework i.e. to put the plan together to direct market manager on how to put the plan together so as to make it effective in formulating good marketing planning and control over foreign investor in Nigeria.

The study will also induce business managers, entrepreneurs, marketing, managers and sales managers to take proper care to develop a marketing plan and control that will be devoid of the problem identified by the research in the study.

This write up is also expected to teach young learners to serve as history for them during their own time of learning. Based on findings, the researcher will work within his scope to provide some solutions to the research problem and reduce unavoidable ones.

1.7   Scope of the Study

The project is certain and centered on the impact of marketing planning and control in a manufacturing company using the Nigeria Bottling Company Plc, Benin City as a Case Study. It will enable the researcher touch some major problems encountered by marketing planning and control.

1.8   Limitations of the Study

The major limitation of this research work is bias on the side of the respondents; most of them felt that the information needed was for some purpose other than this research work.

There was also the problem of finance, the cost of getting the materials such as duplicating papers, running round together necessary information from the respondents constituted a major problem.

Finally was the problem of academics; there was high tension and choked-up programme at school, the time for this research work was too short that the researcher overstretch himself in the course of gathering the relevant information that will make this research work worthy of acceptance. But irrespective of these problems, the researcher has a high degree of reliance of the relevance of the data collected and assures that the above hurdles did not invalidate the usefulness of this study.

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