STRATEGIES MARKETING PLANNING AS AN ESSENTIAL TOOL FOR COMPANY GROWTH (A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC, ILORIN)

CHAPTER ONE

1.1       INTRODUCTION

The evolution of different companies with different products and increase rate of competition brings about the need to develop an approach which will serve as a guide and platform for the company’s.

There must exist within the company effective plan which will effectively ensure steady growth and development of the company especially in the face of depression in a developing country like Nigeria.

The role of strategic marketing planning as an essential tool for company growth can not be over-emphasized as it helps to define long time policy of the company and ways of achieving these effects for the company benefit, it is concerned mainly with the long term planning and related matters such as decisions making and formulation of policies.

Strategic marketing planning means finding alternatives opportunities and developing profitable marketing strategic, marketing strategic specifies a target market and related marketing mix. It is a big picture of what a firm will do in some market, it is a process of developing and maintain strategic plans between the goals of the company the capacities and its change marketing opportunities. It relies on developing a clear company’s objectives.

Hence the company’s management will be saddle with the responsibility of seeing their own plan work effectively as expected.

In conclusion, the function of management is to be seeing what is happening internally.

  It marketing activities will be conducted mainly across the boundaries of management of all seeing not only marketing strategists.

1.2       STATEMENT OF THE RESEARCH PROBLEMS

The various problems that encountered during the course of this research include whether strategic marketing planning is an essential tools for company growth in the alternative, strategic marketing planning may not be an essential tool for company growth, these two hypothesis must considered to know which of the two is vital and realistic.

Strategic marketing planning is a big picture of what a firm will do in some markets which need two interest parts which are the target market and market. Target market is a fairly homogenous groups of customer to whom a company wishes to appeal.

Marketing mix are the controlling variable the company put together to satisfy the need of their target groups.

Strategic marketing planning as an essential tool for company growth vis-à-vis marketing activities various problems may be encounter in the course of this project work which will be further analyzed subsequently.

i.             Strategic marketing planning can increase sales volume

ii.           Marketing plan is a guide to implementation and control.

1.3       OBJECTIVES OF THE STUDY

The research objective of the study which has the aim of examine the important phenomena strategic marketing planning as n essential growth, continuity and attainment of high performance in the company.

Based on the studies and observation, it will be noted that examine objectively of the study will have to be some of the marketing strategic taken up by the company as a policy to achieve its objective.

i.             The objectives of the study are to examine the impact strategic marketing planning in relation to the marketing activities of the company.

ii.            Examine the ways and reason for identifying the customers need and want in the target market.

iii.          Examine hoe the company needs to adopt an effective strategic marketing planning could with prevailing economic circumstances in order to remain viable in the competition industry.

Most organization in Nigerian has not leveled up to expectation of providing better and adequate goods and services to their customers, especially the rural dwellers, they only concentrate on making abnormal profit to the determent of customers. The study is very important because it will be markets to realize how effective strategic marketing planning is in organization, its development to Nigeria economy by its payment of taxes, duties, levels and payment opportunities.

1.4       SIGNIFICANT OF THE STUDY   

The researcher is carried out in order to ascertain the impact of strategic management planning as adopted by many organizations, particularly, Nigeria bottling company Ilorin branches to what extent is it important to the social aspect of the company?

Efforts will also be made in this section to look into the problems encountered in the adoption of different strategic marketing planning in Nigeria bottling company. The study will help them to improve their sales to its consumers and all organization in general.

Many people believe that the important of existing company must be felt in its revenue generation and effectiveness in the adoption of strategic marketing planning out in place; to make sure they reach satisfaction stage of customer and even their own target.

This research attempt to dig into area of importance of strategic marketing planning to the growth of accompany” in Nigeria, case study of Nigeria bottling company Plc, Ilorin plant in doing this an attempt will be made to took at the various source of revenue generation through the adopted marketing mix. Above all, the optimum satisfaction of customers and its impact on the growth of the further research in the nearest future.

1.5       SCOPE AND LIMITATION OF THE STUDY

The research will take a careful look at the level in Nigeria bottling company of NBC international, NBC Nigeria and NBC local. 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 nine years.  

 Every research must be limited by some factors and this researcher is of no exemption some of the problems that may be encountered by. Thus researches are:

i.             Unavailability of relevant data which the company may regard as “scare” in the organization

ii.           Inadequate information given to the research by respondent through questionnaire

iii.           The research having high schedule for lecture and assignment.

Nevertheless the factors do not make the research irrelevant or invalid the questionnaire will be clear so as to make respondents. See clear and give relevant and sensible responses and answer.

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 actual getting respondents answering questions because they are always busy more so, after so many visits to the company, some relevant information to the study were acquired through staff in the  marketing, personnel production and customer service manager in the organization as well as customer patronizing the company.

1.6       HISTORICAL BACKGROUND OF THE NIGERIAN BOTTLING COMPANY PLC 

The Nigeria bottling company was incorporated in Nigeria in 1951 as a limited liability company while its first plant commercial production in 1993 at Oyingbo Lagos state. In 1953 it self its plant of Oyingbo, Lagos State with the product Cocacola in Nigeria market, this was the beginning of an existing story of growth and development, particularly during the last fifty two year, the sole volume of the Nigeria Bottling Company increased tremendously from the unit l5 million create in 1996 to 895 million creates per day which has brought about development of good number of sister company with all activities centered on the growth of the Nigerian economy.

Coca-cola as a product of Nigerian bottling company can be traced to discover its formula by Ralmertion fairly 1821 in south America who named the product “coke” the product was test marketed and found to be lively accepted in 1972, it went public end was quoted on the Nigerian stock exchange with 60% of its share held by the public and 40% held the parent company worldwide. The company held the Fanta lemon, for the bottling in Nigerian of all Cocacola range of soft drinks such as coke, Fanta orange Fanta lemon tones Fanta sold water Fanta block current sprite crest baiter lemon Limca gold spot Fanta Pancaffle and Schweppes

Nigerian bottling company employed over 7000 Nigerian in all field of operation and quality control remains the key word for which the success of the whole operation is determined  the data glass company lightly is a company of operation. The crown product Ijebu Ode and Kano manufacture the crowns seal the bottle. The Benin plastic company makes the plastic creates for housing bottles.

The book ingredient are Carbon, Water, Sugar and critic is the secret of the company while sophistical washing and filling machine have been installed in all plants with high-level standard of product is not different anywhere around the world.

1.7   DEFINITION OF TERMS

 This is defined as the related term in the course of this research:

i.             Strategic marketing planning

ii.           Target market

iii.          Essential tools

iv.          Marketing mix

i.             Strategic marketing planning: Are the organization long term or future decision toward finding after native market or opportunity and develop profitable marketing strategy.

ii.           Marketing strategy specific a target marketing and related marketing mix. The targets are or are the potential buyer of our product.

iii.           The related marketing mix is known as the marketing, it is represented by (PS) i.e. planning, pricing, product, promotion and placement. All these are marketing activities being carried out before the planning has to do with research, to know the need for the target market (component buyers) as to satisfy the need and wants.

iv.          It is followed by pricing the product after producing the product.

v.            Promotion also knows as advertisement is creation of awareness about the availability of the market for the buyer.

vi.          Placement distribution is market product available at the required place for access of the buyer to the product; it is called an essential tool because it enables the marketers to get the proper decision and plans to put in place to create utility satisfaction to the consumers at   a profit.

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