CHAPTER ONE
1.1
BACKGROUND
TO THE STUDY
The Establishment of different organizational within
different products increases the rate of competition and new development in
production process has brought new strategies that will serve as a guide
platform for the development of the
organizational and survival of the organizational both in the short and long
run.
There must exist with organizational effective plan. Which will effectively and efficiently ensure
steady growth and development of the organizational especially in the face of
depressed economy in a country like Nigeria. The role of strategic marketing planning as
an essential tool for organizational growth can not be over emphasized as it
help to define the long term policy of the organizational. Strategic marketing
planning is concerned mainly with the long term planning and related matters
such as decision making and formulating organizational objectives. Strategic marketing planning means finding
alternative opportunities and developing profitable marketing strategies
specifics a target market ad related marketing mix. Strategic marketing planning is a process of
developing and maintaining strategic plans between the goals of the
organizational and capacities and it changing marketing opportunities.
It relies on developing a clear organizational
objectives strategies marketing planning as a way of life will be suitable and practicable in
addressing the needs of the organizational presently and in the nearest future.
Hence the organizational management will be saddled with the responsibility of
seeing their plan work effectively as expected.
In conclusion the function of management is to be
more concerned with what is going on outside the management than what is
happening internally
Its marketing activities will be mainly conducted
across the boundaries of managers of all kinds not only marketing strategies.
1.2
STATEMENT
OF PROBLEMS OF THE STUDY
The research problem of this study is the whether
strategic marketing planning is an essential tool for organizational growth in
the alternatives strategic planning may not be essential tool for
organizational growth. In the
alternatives strategic planning may not be Essential tool for organizational
growth. These two hypothesis must not be
considered to known which of the two is vital and realistic.
Strategic marketing planning is big picture of what
of firm will do in some marketing which needs two inter-related parts which are
target market and marketing mix.
Target market is failure homogenous group of customers
to whom an organizational wishes to appeal.
Marketing mix are the controllable variable the
organizational put together to satisfy the needs of their target group
i. Strategic
marketing Planning can increase sales volumes.
ii. An
ineffective strategic marketing planning makes meaningless.
iii. Marketing plan is a guide to implantation and control.
1.3
AIMS
AND OBJECTIVES OF THE STUDY
Strategic marketing planning as an essential tool
for an organizational growth, aims at arriving at a dependable and logical
conclusion both in an economy (private, public) and government parastatals in
the following ways?
1.
It tends to bring
customer relation in order to achieve a common goal which is established for.
2.
It increases the growth
and sales volume of an organization thereby determining the profit margin or
turnover.
3.
It enables an
organization to evaluate their performance by analyzing what we called (Swot)
analysis i.e strength, weaknesses, opportunity and threat, the area of strength
will be maintained and controlled to operate in the market (monopolistic). Conversely, weaknesses will be given greater
attention to in that , if this is not properly highlighted, the organization
will barely break even.
4.
It assures the future
of the organization either they are making profit.
5.
It also aimed at
examine the ways and methods of identifying the customer needs and wants in the
target market.
However, strategic marketing planning as an
essential tool for an organizational growth cannot be over – emphasized. When one came to look at its dominant role it
play in an organization and economy at large. If marketing planning which is to
be carried out by the marketing practitioners are not strategically identifies,
the company will be liable to face liquidation (it determines the success and
the exist of the organization).
1.4
SIGNIFICANCE
OF THE STUDY
The research work is carried out in order to
ascertain the impact of strategic marketing planning as adopted by many organizations
particularly Nigeria Bottling Company, Ilorin Branch to what extent is it
important of the aspect of the company?
The upsurge however has forced most organizations to
abandon the former strategic marketing plan adopted for another newly developed
strategic marketing plan which they
believe will satisfy the needs of the consumers at profit for the organization.
Effort will also be made in the section to look into
the problems encountered in the adopting of different strategic marketing
planning in Nigeria Bottling Company.
1.5 SCOPE OF THE STUDY
The research work will take a careful look at all
the level in Nigeria Bottling Company.
But for the purpose of clarity, the scope of the study will be limited
to Nigeria Bottling Company Ilorin branch which covers the period of the years.
1.6
LIMITATION
AND CONSTRAINTS OF THE STUDY
Every research study must be limited by some factors
and this research is of no Exemption some of the problems that may be
encountered in this research work are:-
1.) Non
–availability of relevant data from the organization.
2.) Inadequate
information given by respondents to the researchers through questionnaire.
3.) The
researchers have tight schedules for lecturer and assignment could with the
demand for project writing.
Nevertheless the factors do not make the research
work irrelevant or invalid the questionnaire will be clear so as to make
respondents, see clearly and given relevant and sensible responses and answers.
However, the limitation of this study did not in
anyway invalidate the work. The research
uses some of the officers to get the needed information for the investigation.
Another problem encountered was that of getting
respondents answering question because they are always busy doing one thing or
the other. More also after visiting the
company, some relevant information to the study were acquires through staff in
the marketing personnel, production and customer service managers in the
organizational as well as customer patronizing the organizations.
1.7
DEFINITION
OF TERMS
The following terms and concept are defined as they
are used in this study.
MARKETING:- It
is a management function which organize converting customer purchasing power
into effective demand for a specific product or service and moving the product
or service to the final consumer or user so as to achieve the organizational
goals.
PLANNING:-
This refers to the act of forecasting
future circumstance and requirement and selecting of objectives with the
polices, programmes and procedure to be followed in order to achieve the stated
objectives.
COMPANY:-
It is an association of individual who agreed to Jointly, pool their capital
together in order to establish, and own a business venture district from their
owners.
STRATEGIC MARKETING
PLANNING:- Is a process of developing and maintaining strategic plans between the
goals of the organization and the capacities and its changing marketing
opportunities..
MARKETING MIX:-
The controllable variable the company puts together to satisfy the needs of
their target group.
TARGET MARKET:-
Is a fairly homogenous group of customers to whom an organizational wishes to
appeal.