CHAPTER ONE
INTRODUCTION
1.0 BACKGROUND OF THE STUDY
Doyin investment is a subsiding of Doyin group of
companies. It is located at Kilometer 13 Asa Dam Road ,
. It was incorporated in 1984 as
the first indigenous detergent industry in Nigeria production of detergent
started in December 1985. The head office is in and the chairman/managing Director is
Prince (Dr) Samuel Adedoyin presently the labour strength of the company is
100% indigenous. The company has different sections which include Marketing Department
Accounting Department, Production Department, and Administration Department.
Marketing has been defined by different people in
different ways. According to Phillip Kotler (1980) “marketing consist of a set
of principles for choosing target markets”. Measuring their needs, developing
wants satisfying product and services and delivery them at a value to the
customer and a profit to the company.
Marketing
is generally defined as the activity directed at satisfactory customer needs
wants though exchange transactions in the market. It is said to begin with
generation of product or services ideas and ends only when the firm has made
certain that the customer is really satisfied with the product of service
provided.
Marketing is relevant not only to economic
institutions such as manufacturing companies, wholesaler and retailer but to
every organization that has something to offer for sale e.g. doctors,
administrators, lawyers, accountant etc.
The first thing to observe about
marketing is activity. The whole marketing process is concerned with the flow
of goods form farms, forest or mines to mills and factories and form there to
different marketing units. Warehouse, wholesalers and retailers store. This
continual movement of goods and service is an economic system’s attempt to meet
people’s needs and wants.
Marketing research on the other hand is
the systematic designs, collection of analysis and reporting if data findings
relevant to the specific marketing situation facing the community. Marketing
research asks questions about competitions, economic trends technological
advances and other numerous factors that make up the business environment. It
is as well used to obtain information the present and future trends of the
firm’s activities. This will help to formulate good policies for effective
planning of marketing programme. For a company to function effectively and
efficiently, the marketing department cannot be neglect sine the aim of
marketing is to match all organization resources with the wants and need of all
final consumers.
For some years in ,
there has been on during by manufacturers of the alarming at which sales has
continued to drop. Te reason for this could be caused by many factors which are
interwoven. Unfortunately, marketing research has not been given enough
attention. This quite up evaluates the impact of marketing on business
activities in Kwara state taken Doyin investment as a ca study.
1.1
STATEMENT
OF THE PROBLEM
This topic is needed in any business activity
because effective marketing on business activities a case study of Doyin
investment is to shed more light on the important of marketing for the
profitability of an organization as well as knowing how to improve the sales of
the company’s product, whether the research will lead to the total or partial
reformation of the company’s product, whether it will control the activities if
workers in the company, etc.
1.2 PURPOSE OF THE STUDY
There are different purposes for writing up this
study. Thus, it will be explained below;
1.
To identify the problem
facing business organizations.
2.
To identify the
effectiveness of marking research on business activities.
3.
To correct the lapses
on marketing activities of the business activities.
4.
To ensure that business
organizations of firm ensure that the consumer is really satisfied with the
products if serviced provided.
1.3
SIGNIFICANT
OF THE STUDY
Marketing research has vitals role to play in every
establishment especially in the area of selling and distribution of goods and
service produced by the establishment. This study which is an impact of
effective marketing on business activities a case study of Doyin investment
will significantly allow many sectors to benefit such as:
1.
The Producer: They
participate in the sector by offering goods and service to the product market.
They first go to the research market and buy the proper mix of the producer
research on their own part; they seek money (income).
2.
The consumers: They
participate in the sector obtaining the producer, needed form the product
market and exchange their money for the product or service needed. They get
their money by going to resources markets for income (wages, rent, interest).
3.
Labour (skilled,
semi-skilled and unskilled labour): they participate in this sector by ensuring
that all productive resources are efficiently and effectively utilized for good
production of goods and services. They seek money and it is gotten form the
wages of salaries earned form this process.
4.
Government: The
government major role is to provide certain service to consumers and business
firms and to finance; these services by collecting taxes form those
participants. The services are consumer information, education, protection,
preventing anticompetitive behavior. etc.
1.4
RESEARCH
PROBLEM
In formulating research questions, through a dynamic
reasoning and thinking, the writer was able to come up with the following
questions:
a)
Can any organization
strive without an effective market research?
b)
Can any organization
satisfy her customers without effective marketing?
c)
Can effective marketing
improve sales of product of an organization in the society?
d)
Can effective marketing
lead to total reforms of a product in an organization?
1.5
SCOPE
AND LIMITATION OF THE STUDY
This study will look at the marketing research as
being carried out by the researcher and the organizations at large in Doyin
investment. The major difficulty faced by the researcher is the collection of
data since private organization believes in confidentiality. It was also
difficult to get the care officials of the company for interview. They were
erratic and reserved about discussing the issues of their organization for fear
of mix-quality them, as a result of the duration and financial commitments
involved in this researched it is limited to only one establishment when is
Doyin investment.
1.6
DEFINITIONS
OF KEY TERMS
a.
Marketing:
this is the creative management function which leads to promotion of trade and
employment by assessing consumer’s needs and initiating research and
development to merit them.
b.
Marketing
Research: it can be defined as the systematic
and objectives search for analysis of data and information relevant to the
identification and solution of any problem in the filed of marketing.
c.
Effective
Marketing: It can be defined as the means whereby
all the activities f a business are down together to a common goal with the
gull cooperation of other department like production, research and finance.
d.
Marketing
policy: this involves the appraised of any
factor in order to decide the broad principles, which the company is to follow.
e.
Marketing-Mix:
This refers to the combination of policies and procedures adopted form time to
time by a company in its marketing programme.