THE EFFECTIVENESS OF MARKETING PLANNING AND CONTROL IN A MANUFACTURING ORGANIZATION: A CASE STUDY OF ANAMMCO IN ENUGU.

THE EFFECTIVENESS OF MARKETING PLANNING AND CONTROL IN A MANUFACTURING ORGANIZATION: A CASE STUDY OF ANAMMCO IN ENUGU

ABSTRACT

The researcher is determined to see and threw more high on the effectiveness of Marketing Planning and Control in a Manufacturing Organization with ANAMMCO in Enugu as a case study.

For orderly presentation the researcher undertake a background study of the company which enable the researcher touch some major problems encountered by the company marketing planning and control.  The researcher also undertook a study of the population size and area undertook a study of the population size and area of study for collection of data about the population.  The researcher used questionnaire to determine the attitude of customers and company personnel’s about the effectiveness of marketing planning and control.

The administering of the questionnaire was done in such a way that not part of the customer was neglected.

The sample size and sampling technique used by the researcher was dividing the questionnaire into customers and company personnel’s by using Bourley’s formular in determine them to make sure that a good representation of the entire element in the market was represented.  The presentation and analysis of data for testing hypothesis was the chi – square method since data gotten appear low and incomprehensible percentage were used to make them clear.

Finally, the researcher recommended to ANAMMCO that their effectiveness of their marketing planning and control must be improved more than it is to enable their plan be more effective.

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Looking ahead and prepare for future is better than to look back and regret.  An organization especially a manufacturing in a very competitive 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’s and in most case 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 the target will be achieved.

Planning is sometime greater than first thinking ahead.  In manufacturing organization (Anammco) marketing planning and control show who is to do the job (qualified marketing personnel’s) how the qualified marketing personnel’s will 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 choosen by the researcher to explain the foregoing Anamco maketing planning and control in other to know its effectiveness.

THE EFFECTIVENESS OF MARKETING PLANNING AND CONTROL IN A MANUFACTURING ORGANIZATION: A CASE STUDY OF ANAMMCO IN ENUGU