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THE IMPACT OF MARKETING PLANNING AND CONTROL IN MANUFACTURING COMPANY
(A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC, BENIN CITY)
Abstract
This research study outlines the impact of marketing planning and control in manufacturing company carried out with Nigeria Bottling Company Plc, Benin City as a case study. It study the role and importance of marketing planning and control in the achievement of corporate objective. It is also intended to analyze some of the difficult marketing managers encountered in the execution of marketing plans and to suggest possible remedies to these difficulties. The research method used for data collection was mainly questionnaire administration and personal interview, which are both primary source in addition to desk research in area such as objective of effective marketing planning, scope of marketing planning, the contents and the benefits of the marketing planning were reviewed. The simple percentage method was used to test the hypotheses. After analysis of the relevant data collected, important findings were singled out and conclusions were drawn. Some of the conclusion among others are that marketing planning was not instituted in the corporate strategy for profitability and it is the only management that is capable of integrating the divers marketing activities found in any organization into a unified programme that is goal-oriented. The findings reviewed marketing planning and control affect maximization in product, marketing planning help in achieving the organizational goals and objectives, motivation of staff affects the successful implementation of marketing planning and control. From these findings, conclusion and recommendations were made, that there should be a planning committee in the marketing department, whose responsibility will be to draw up that plans on which the implementation of the company sales force should feed the marketing department with constant information about competitors in the market.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgments iv
Abstract v
Table of Contents vi
Chapter One: Introduction 1
Background to the Study 1
Statement of Research Problem 5
Research Questions 5
Research Hypothesis 6
Purpose of the Study 7
Significance of the Study 7
Scope of the Study 8
Limitations of the Study 9
Operational Definition of Terms 10
Chapter Two: Literature Review 14
Marketing Planning 14
Types of Marketing Plan 15
Scope of Marketing Planning 17
The Concept of Planning and Objective for Planning and Control 19
Planning Marketing Efforts 21
The Concept and Benefits of a Marketing Planning 23
Objective of Marketing Planning and Control 27
Chapter Three: Research Methodology 30
Research Design 30
Population of the Study 30
Sample/Sampling Technique 30
Method of Data Collection 31
Validation of Instrument 33
Method of Data Analysis 33
Chapter Four: Presentation and Analysis of Data 35
Data Presentation 35
Data Analysis and Interpretation 35
Test of Hypothesis 55
Discussion of Findings 60
Chapter Five: Summary, Conclusion and Recommendations 61
Summary of Findings 61
Conclusion 61
Recommendations 62
Suggestions for Further Research 63
References 65
Appendix I 67
Appendix II 68
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The relevance of marketing planning and control cannot be over-emphasized as it is necessary for a manufacturing company.
Looking ahead and prepare for the future is better than to look back and regret. An organization especially a manufacturing is very competitive and 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 and in most cases 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 target will be achieved. In manufacturing organization (Nigeria Bottling Company Plc, Benin City). Marketing planning and control show who is to do the job (qualified marketing personnel) how the qualified marketing personnel 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 chosen by the researcher to explain the foregoing marketing planning and control in other to know its effectiveness.
According to Adirika (2003) in his lecture note “marketing planning is an exercise of analysis for and to increase the effectiveness of marketing or drawing from the past to decide in the present what to do in other to achieve the marketing objective enterprise efficient effective”.
Marketing planning does not depend on only theory or book knowledge. In other to plan effectively, we need to understand and know about out own environment (macro and micro environment) where the marketing plan will operate for marketing planning and control to be effective, the qualified marketing personnel that carried out the marketing and control may consider some element or feature such as time. Marketing planning and control will be effective if the plan has a stated time, for completion, the estimate of time may be verified depending on the product or firm. For marketing planning and control to be effective, the money for materials needed for the effective planning must be available and human resources. The qualified marketing personnel would have a group of consumers or target market in mind and then position the organization’s or company’s product on this target market or segment. Marketing control played a vital role in a manufacturing organization. If all marketing programme or plans along with other sub-functions are ideal and well harnessed but lack control, it will be likened to driving a well structured comfortable vehicle without steering on a very busy road. Control is the vital follow up process which is complementary to planning while marketing planning is deciding in advance what needs to be done, how and when it should be done.
Marketing control is concerned with establishing and maintaining appropriate procedure and measuring the implementation of marketing plan and strategies set out to achieve marketing objective and taking necessary corrective action. Marketing management has to do with the activities of production, distribution of such product through appropriate contribution, channel and price are made readily accessible to consumer marketing planning and control can be briefly introduced.
Nwokoye (2004) stated that is designing on environment for effective market the planer analysis the market opportunities and competitive environment based on the products strength develop a way or strategy to achieve the objective plans should be committed to writing it involves systematic thinking. The most essential task is to see that the purpose, objective and method of attaining them are clearly defined and understanding. In management marketing in a production industry planning and control are especially inseparable unplanned action has been achieved to determine without the control function. In the case of Nigeria Bottling Company, focus of this study, the effect of marketing planning and control should constitute a major management function.
1.2 Statement of Problem
The rate of discontinuance of some business have made many and individual to doubt if the operations such business embark on marketing planning and control. In a situation like this, when there is doubt surrounding an issue, a study of this nature becomes imperative especially as it help to clarify issues. And hence this study, so the problem of this study put in the question form is what the impact of marketing planning and control is in a manufacturing company.
1.3 Research Questions
1. Are Nigeria companies using marketing planning and control in their operations?
2. How are the marketing plan being implemented by the implementation?
3. What method of planning and control do these companies use in their evaluation of marketing activities?
4. What are the solutions to the problems encountered during the companies?
1.4 Research Hypotheses
Hypothesis One
HO: Marketing planning and control does not affect the profit maximization in production.
HI: Marketing planning and control affect the profit maximization in production.
Hypothesis Two
HO: Marketing planning and control does not help in achieving organizational goals and objectives.
HI: Marketing planning and control help in achieving organizational goals and objectives.
Hypothesis Three
HO: Motivating of staff does not affect the successful implementation of marketing planning and control.
HI: Motivation of staff affects the successful implementation of marketing planning and control.
1.5 Purpose of the Study
The study aims at:
To know the effectiveness of marketing planning and control in a manufacturing organization.
To know some basic problems that develop in the process of having good marketing planning and control in a manufacturing organization.
To provide the researcher some solutions to the problems and reduce bottleneck in planning process of the particular organization.
To know the benefit of good marketing planning and control in a manufacturing organization.
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