CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE
STUDY
An
understanding of the marketing environment is a perquisite for efficient
marketers. This is primary because every marketing units affected by their
immediate environment.
In essence,
marketing environment can be seen as the sum of the inter-relationship business
and between the marketers and the society in management. The word environment
does not necessary mean physical environment but it is used to describe all
those influence that bears upon the individual organization. In this case
organization must be mindful of those environment factors that can militate
against their growth and development.
The Nigeria
marketing firms is not static it is dynamic in nature i.e. it changes everyday
and with this knowledge organization must be able to sense any changes that
occurs so as to adopt and a formulate strategy that would enable them to function
well in various environment. This project work will be restricted only to those
internal environment factors that can have any influence over the operations
and the existence of any organization may companies have failed in the past
just because of this negligence to recognize the impact those internal
endowment accords on their company.
This project
work is design in such a way that will enlighten the company and the marketing
on how to handle any problem faced by their relationship with there internal
environment.
1.2 STATEMENT OF
PROBLEMS OF THE STUDY
The survival
of business organization depends on how people of market patronize a buy of
products. Any organization, either profit oriented or non-profit oriented must
be able to identify the need of its target and provide product or service to
satisfy the need.
Basically,
most non-profit organization falls to identify the needs and this leads to the
untimely death of such organization mostly government and individual programmes
are not people oriented due to this, peop1 decided not to buy profit. The
reason may be that the organization lack marketing concepts idea and believe
that the organization can produce anything’s are to be saved by this study.
1.3 AIMS AND OBJECTIVES
OF THE STUDY
The
objectives of this research works include the following:
a.
Making the company arid marketing managers to understand the
various factors of business internal environment.
b. To create awareness about the impact of
internal environment factors on the project
c.
Another impact objectives of this research project is to
enable us to understand what constitute the company internal environment why is
it so, it’s also important to know this internal environment factors, what
function do they play in the activities of the organization, what would likely
happen if company fail to understand this factors.
d. To make organization understand how to
access a firm Strength and Weakness in there relationship with their internal
environment to successful exploits the opportunities and avoids that in an
industry.
e.
Failure research: This study will be great importance to
future researcher on the subject (impact of internal environment on marketing)
because of its growing importance in the growth development organization.
1.4 SIGNIFICANCE OF
THE STUDY
The study on
the impact of internal environment on marketing organization will specially be
of great importance.
Its world
service as a secondary data to aid them in their research, it will also be of
use to people who would like to be better findings of this research as they can
correct the sort coming of this work developed upon the findings and make
meaningful recommendation.
1. Marketing and Strategic Managers: this
study will be of a use to other group like marketing and strategic manager in
their various decisions making. And whether to incorporate it into their
strategic planning program, they would serve as an aid of creating distinctive
advantages.
2. The researcher: beside the already
motional significant, the study expend knowledge of the researcher on a aspect
internal environment in addition, the study prepares the researcher for investigative
research of higher class or for writing test in future.
1.5 SCOPE OF THE
STUDY
This study
will be treated with close attention to the industry and its internal
environment. This study will also identify if there is any relationship between
company and their various internal environment and if any the impact of this
internal environment factor on marketing.
Not
withstanding, this project not go beyond it areas of interest. Any issue which
out the scope stated above will not be addressed as part of this project work.
It is directed and restricted to only its ma topic as the main research problem
and it’s restricted towards researching for the answer of that problem only.
1.6 LIMITATION AND
CONSTRAINT TO THE STUDY
The research
work has been contain as to time, lack of resent and adequate material,
unwillingness of the respondent and the case study to give true replies, lack
of cooperation of the case study. However, effort has been made to ensure that
the above limitation did not hinder effective competition and quality of
research work.