ROLE AND IMPORTANCE OF MARKETING TO MANUFACTURING FIRMS IN A COMPETITIVE MARKET ENVIRONMENT

ABSTRACT

The primary objective for any profit oriented organization in to maximize profit and minimize lost among other objective. This in that survival mechanize for such organization. However, achieving these stated objectives and others given along with some environment elements which are not within the control and capacity of the organization. Among these external elements or environment factoring competition. The nature diversity and dynamic competition  in the market determines the strategy and traffics that will be formulated and adopted in dealing with such environmental factor. Among several available strategy that could be adopted includes promotion which its integral part is marketing. This research project will evaluated the importance and significant role of marketing to manufacturing firm in a competitive market environment taking DE –UNITED FOOD INDUSTRY as a case of study. The project concluded that any manufacturing organization that is profit oriented should adopted marketing concept strategy. This will enable organization to fully understand the fundamental needs and desire of the target market there by gaining competitive advantage over other competition. The project recommends that the primary objective of any manufacturing organization will and can be fully accomplished if marketing concept is adopted and fully frizzed in a competitive environment.

TABLE OF CONTENTS

TITLE PAGE                                                                              i

CERTIFICATION                                                                        ii

DEDICATION                                                                                      iii

ACKNOWLEDGEMENT                                                              iv

ABSTRACT                                                                                vii

TABLE OF CONTENT                                                                 viii

CHAPTER ONE

BACKGROUND OF THE STUDY

1.1     Introduction                                                                    1

1.2     Statement of the Study                                                    4

1.3     Aim and Objective of the Study                                        6

1.4     Significance of the Study                                                 8

1.5     Scope of the Study                                                           9

1.6     Definition of Term                                                           11

CHAPTER TWO

2.1     Literature Review                                                            15

2.2     Concept of Marketing                                                       16

2.3     Concept of Competitive Environment                                22

2.4     Benefits of Marketing to Manufacturing Firm                   26

2.5     The Function of Marketing in Manufacturing Firms          31

2.6     Types of Marketing Concept                                             34

CHAPTER THREE

3.1     Research Design                                                             37

3.2     Population and Sample Size                                             38

3.3     Method of Data Collection                                                         39

3.4     Data Presentation And Analysis Techniques           42

CHAPTER FOUR

4.1     Brief History of De-United Food Industry Limited    43

4.2     Data Presentation                                                           44

4.3     Data Analysis And Hypothesis Techniques              45

4.4     Data Analysis                                                                           50

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATION

5.1     Summary                                                                                  53

5.2     Conclusion                                                                      55

5.3     Recommendation                                                             56

REFERENCES                                                                          60

CHAPTER ONE

BACKGROUND OF THE STUDY

1.1     INTRODUCTION

In the ancient times, there was no marketing because individual tended to be self sufficient, growing and producing things that they needed to satisfy their basic need. There was  therefore  almost no exchange of commodities and hence no desire for the market place. As time passes, however, the concept of division of labour our evolved, people began to concentrate on producing the items which they did not have. This brought about specialization in the production system. Thus people began to exchange goods with goods, a system known as trade by barter.

After this stage, comes the existence of a medium for exchange called money. The introduction of money in business transaction leads to more advanced and rapid exchange system. The introduction of money as a suitable medium of exchange also led to the evolution of modern industries which undertake high production of commodities, thereby improving the marketing sector of the production system.

Exchange involves not merely a transfer of value between the contracting parties but a positive gain in value arising from the exchange, is greater than it was before the exchange takes place. The exchange was largely saved on the production of the basic needs which usually ware cleared to marketing.

With the growth of time which resulted to industrial revolution, there was evolution of marketing, producers manufacturing their goods in large quantities in anticipation of future demands. There and then, marketing become the most important sector emphasized by all manufacturing firms.

According to Philip Kotler, in his book, principle of marketing practice, the forth edition inc.1980 page 15, defined marketing as “A set off principle for choosing target market measuring their need, developing want satisfying product and services and delivering them at a value to the company. From the definition, marketing process is aimed at getting the right goods to the company. From the definition, marketing process is aimed at the right people in the right time.

This means that the activities designed to make commodities available at either tine or places where they are more in demand at times. In this present age charges, marketing is the heart beat or beating heart of many business operation. A manufacture firm which has little or no knowledge of marketing jeopardizing the probability achieving the primary objective, which is profit maximization especially in this age where many firms and product are having a strong competition with each other.

Marketing therefore is an integral part for manufacturing organization to succeed. Marketing should be taken into consideration especially with the use of marketing strategies by a firm facing competition with each other firm.

Finally marketing is the most vital way of an organization to make profit, without which an organization cannot achieve its objectives which is maximize profit.

1.2     STATEMENT OF THE STUDY

The statement of this research study highlights problems and challenges encounter by the organization in the present of achieving the pre-determine objectives, which is profit –maximization through increase in demand volume for the product produced.

During the course of this project, it was discovered that the sales volume and the demand ratio for the company’s product drastically reduced from 95% sales volume 87% sales volume.

Additional, it was also detected that the customer base ratio also falls within the context of the selected geographically places where the research study was conducted.

While the brand image or the goodwill of the company and its recognition and public acceptance reduce all due to the impact of competition in market.

The selling concept policy which is adopted by the management of the organization goes a way in reducing the brand loyalty and recognition from the customer, both from the actual consumer and other prospective customer of the company’s product (INDOMIE INSTANT NOODLES). This is due to the fact that consumers are more aware of their right and freedom in relation to the purchase as goods produced for consumption and services tendered are concerned.

1.3     AIM AND OBJECTIVE OF THE STUDY

The aim of this research project is to highlight the roles and importance of marketing in a competitive environment. Hence, the following objectives are achieved during the time the research project was conducted in relation to food industries market, work reference to DE-UNITED INDUSTRY, producer of INDOMIE INSTANT NOODLES.

The research project enables the organization concerned to understand the determinant factors responsible for the decrease or fall in sales volume from 95% sales ration to 87% sales ration. The decrease in sales volume is as a result of the inception of various industries producing related product.  Introduction of new related product from competing industries couple with the failure on the part of (DE-UNITED) Industry to systematically analyze its product performance against standard drastically reduce the sales volume.

Another objective of this research project is to expanciate on the significant roles of marketing concept policy in a competitive environment in relation to the selling concept policy adopted by the management of DE – UNITED INDUSTRY.

Marketing concept (Philip Kottler, 1993, 4^th Edition) holds to the view that satisfying consumer needs effectively is a pre-requisition for achieving the pre-determined objective of my manufacturing organization.

While selling concept holds to the view that the primary objective of any established organization is to maximize profit irrespective of consumer frame of mind.

Therefore, De-United Industry management should adopt marketing concept policy which will help to create delighted customer through satisfaction of their basic needs, which will in turn yield optimum profit from increase in sales volume.

Recommend solution to some of the problems the company might be facing which might also be useful to other competitive firms.

1.4     SIGNIFICANCE OF THE STUDY

The significance of the study to researcher, the government and the company, De-United Food Industry cannot be over emphasized.  The researcher gains more knowledge in the process of gathering information about this research work.  Also, it is a partial fulfillment for the award of Higher National Diploma (HND) in marketing.

The government itself controls and owns a cost of industries or business units at home and abroad. Therefore, an appreciation of the need for this research work will enlighten the government on international market segmentation and reveal the domestic and foreign opportunities for the government owned industries.

The company, De-United Food Industry will gain more information about the market for its product and can use such information to appraise the national and significance of market segmentation and target marketing to its business success.