PROPOSAL
1.1 BACKGROUND
OF THE STUDY
In
1892 the first commercial bank was established in Nigeria when the Africa
banking corporation established a branch in Lagos later, branches of other
expatiate banking business called the bank of British west African and Barclays
were established.
Nigeria started to run indigenous bank
in 1928. When the first indigenous bank was establish in Lagos.
In the early stage of Nigeria indigenous
banking system, nearly all the banks established met a sudden death as “the
collapsed within a very short period of time due to mismanagement and
inexperience.
However, the rapid increase in the
number of the commercial bank is a good fortune to nation economy as a whole
but called for the need to develop the marketing as well as marketing strategy
in order to determine the needs and wants of target market more efficiently and
effectively therefore every bank incorporate marketing department as an
integral part of the whole system. The marketing managers and in the saddle of
running and making decisions about how best to employee the marketing tools at
this disposal to achieve a predetermined goals. The marketing managers work
with the variable controllable and uncontrollable while planning the strategy.
In effective marketing strategy, the
marketing manger faces certain constraints that are inherent in the environment
within which the strategy must be employed. These constraint are the situation
analysis variables include in the situation of the marketing plan. However,
many of the most successful banks in the world own their success to practicing
a well designed market orientation.
ORGANIZATION OF THE STUDY
The researcher work will be divided into
five chapter and each chapter contains the following.
Chapter one contains the background of
the study statement of research problem, aims and objective of the study,
significant of the hypothesis, research methodology and organization of the
study.
Chapter two discusses historical
background, co-operative marketing strategy, organization aim goals and
strategies the major marketing strategy and impact of effective market strategy
on banking industry.
Chapter three also contain the highlight
brief history of the case study, method of data collection, population and samples,
sampling techniques, method of data analysis instrument, procedure for
processing collected data and limitation of the method.
Chapter four also deals with
presentation and analysis of data according to research question, presentation
and analysis of data according to test of hypothesis and analysis of other
data.
Chapter five highlight summary of
findings, conclusion and recommendations.
TABLE OF CONTENTS
Title
page
Certification
Dedication
Acknowledgement
Table
of contents
CHAPTER ONE: INTRODUCTION
1.1
Background of the study
1.2
Statement of research problem
1.3
Objective and purpose of the study
1.4
Scope and limitation of the study
1.5
Research methodology
1.6
Significant of the study
1.7
Statement of the hypothesis
1.8
Organization of the study
CHAPTER TWO: LITERATURE REVIEW
2.1
Historical background
2.2
Comparative marketing strategies
2.3
Organization aim, gall and strategies
2.4
The major marketing strategy determinant
2.5
Selection of an effective marketing
strategies
2.6
Impact of effective marketing strategy
on banking industry
CHAPTER THREE: CASE STUDY AND
METHODOLOGY
3.1
Brief history of the case study
3.2
Method of data collection
3.3
Population and samples
3.4
Sampling techniques
3.5
Method of data analysis
3.6
Procedure for processing collected data
3.7
Limitation of the method
CHAPTER FOUR: DATA PRESENTATION AND
ANALYSIS
4.1
A brief introduction of the chapter
4.2
Presentation and analysis of data
according to research question
4.3
Presentation and analysis of data
according to test of hypothesis
4.4
Analysis of other data
CHAPTER FIVE: FINDINGS, SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1
Summary of findings
5.2
Conclusion
5.3
Recommendations
Bibliography
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
In
1892 the first commercial bank was established in Nigeria when the Africa
banking corporation established a branch in Lagos later, branches of other
expatiate banking business called the bank of British west African and Barclays
were established.
Nigeria started to run indigenous bank
in 1928. when the first indigenous bank was establish in Lagos.
In the early stage of Nigeria indigenous
banking system, nearly all the banks established met a sudden death as “ the
collapsed within a very short period of time due to mismanagement and
inexperience.
However, the rapid increase in the
number of the commercial bank is a good fortune to nation economy as a whole
but called for the need to develop the marketing as well as marketing strategy
in order to determine the needs and wants of target market more efficiently and
effectively therefore every bank incorporate marketing department as an
integral part of the whole system. The marketing managers and in the saddle of
running and making decisions about how best to employee the marketing tools at
this disposal to achieve a predetermined goals. The marketing managers work
with the variable controllable and uncontrollable while planning the strategy.
In effective marketing strategy, the
marketing manger faces certain constraints that are inherent in the environment
within which the strategy must be employed. These constraint are the situation
analysis variables include in the situation of the marketing plan. However,
many of the most successful banks in the world own their success to practicing
a well designed market orientation.
1.2 STATEMENT
OF RESEARCH PROBLEM
One
of the greatest factors that brings about effective turnover organization is
effective marketing strategy applied in that organization.
Hence the research problem of this study
revolves round the effect of marketing strategy in banking industry the nature
of services offered by the bank i..e intangible goods are more difficult to
sell than the tangible ones. However, they have to put a lot of marketing
knowledge strategy in selling their product since their services can not be
seen or for the bank to complete effectively other financial institutions.
The problems of this study would be
centered on the following specific term:
1.
What are the historical background of
marketing and marketing development in Nigeria
i.
What are characteristics of financial services?
ii.
What are the positions of service
industry in Nigeria?
iii.
What are the importance’s of marketing
to the society?
iv.
What are the roles of marketing in
banking industry?
v.
What is the importance’s of marketing to
the society?
vi.
What constitutes the marketing strategy?
vii.
What are the major marketing strategy
determinants?
viii.
What are the best ways of selecting an
effective marketing strategy?
ix.
What are the impacts of effective
marketing strategy on banking industry?
1.3 AIMS
AND OBJECTIVE OF THE STUDY
The
aim of this study is to analyze the merit of marketing and its strategy in
banking industry. Theories and research findings have shown that the effective
of marketing strategy improve most banking industries by boosting their
effectives and efficiency.
Objective of the study are as follows.
1.
To examine the historical evolution of
marketing development in Nigeria.
2.
To highlight the nature and
characteristics of functional services.
3.
To examine the position of service
industry in Nigeria
4.
To discuss the roles of marketing in
banking industry
5.
To point out the importance of marketing
in society
6.
To examine the marketing strategy
7.
To expatriate the major marketing
strategies determinant.
8.
To critically examine the best way of
selecting an effective marketing strategy
9.
To expatriate the impact of effective
marketing strategy on banking industry.
1.4 SIGNIFICANCE
OF THE STUDY
The
significance of the research work is that it provides information on the
marketing strategy in baking industry; the study will also create the most
properly accepted policy in marketing strategy. The study highlights the policy
required in marketing effective marketing strategy in banking and other
solution to the problem related to importance of effective marketing strategy
in banking industry.
1.5 SCOPE
AND LIMITATION OF THE STUDY
The
scope of marketing strategy is very wide, it is applicable in every business
organization which is profit oriented i.e. financial institution, insurance
company, partnership, sole trading etc. to mention but, a few we have attempted
to conduct a research into all possible area that would facilitate effective
marketing strategy in banking industry. But as a result of time and financial
constraints, the research in banking industry especially commercial banks.
The research will be historical and case
study which may be limited by insufficient finance, lack of enough time and
lack of co-operation from the respondent.
1.6 STATEMENT
OF THE HYPOTHESIS
One
of the characteristic of the study is to enumerate some fundamental
hypothetical statements resolving round the problem of the study. Therefore,
some hypothesis have seen formulated to make clarification of the problem of
effective marketing strategy. For this reason, the following questions are
tested.
i.
Does any strategy have any effect on the
banking industry?
ii.
Does marketing strategy have any effect
on banks customers?
The
general hypothesis that will be tested in the course of the research are as
follows:
Ho: Marketing
strategy does not have effect on banking industry
Hi: Marketing
strategy has effective on banking industry
1.7 RESEARCH METHODOLOGY
Based
on the topic of the research, the researcher will make use of both primary and
secondary source of information. Primary sources are include materials for the
case study, material from the internet and response form questionnaire,
therefore, secondary source are includes text books, financial report,
newspaper etc.
The
instrument to be employed to collect the primary data is questionnaire. Both
descriptions and inferential statistics will be employed to analyses the data
collected.
1.8 ORGANIZATION
OF THE STUDY
The
researcher work will be divided into five chapter and each chapter contains the
following.
Chapter one contains the background of
the study statement of research problem, aims and objective of the study,
significant of the hypothesis, research methodology and organization of the
study.
Chapter two discusses historical
background, co-operative marketing strategy, organization aim goals and
strategies the major marketing strategy and impact of effective market strategy
on banking industry.
Chapter three also contain the highlight
brief history of the case study, method of data collection, population and
samples, sampling techniques, method of data analysis instrument, procedure for
processing collected data and limitation of the method.
Chapter four also deals with
presentation and analysis of data according to research question, presentation
and analysis of data according to test of hypothesis and analysis of other
data.
Chapter five highlight summary of
findings, conclusion and recommendations.
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