ABSTRACT
Environmental complexity is a determinant to
the choice of promotional tools in a marketing oriented organization. Although,
the environment variable are numerous and are subdivided into three major
sub-section (the macro, immediately or table and the micro environment) its
complexity has immense influence on the choice of the promotional tools adopted
or that can adopted by marketers to create awareness for their product carried.
Statement of the problem of this research study will give best solution to the
researcher such as, what are the significance of environmental complexity to a
promotional tools and what effects does it have on market share and
profitability. The objectives of this research topic aim at finding solution to
the effect of environmental on promotional tools and to increase the
organization profit. The methodology of this research focus on the purpose of
the project literature search and survey of knowledgeable person who have ideas
on the subject of the work study and measurement would be sought. The findings
shows that majority of customers of the supermarket believe that environment
have greater influence in their buying decision. The researcher wish to the
recommendation that marketing department should pay more attention to
researching into the environmental variables and develop more dependable
adaptation strategy.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract vi
Table
of Contents vii
CHAPTER ONE: BACKGROUND OF THE STUDY
1.1
Introduction 1
1.2
Statement of problem of the study 3
1.3
Aims and objectives of the study 3
1.4
Significance of the study 4
1.5
Scope of the study 6
1.6
Limitation and constraints of the study 8
1.7
Definition of terms 9
CHAPTER TWO:
2.0 LITERATURE
REVIEW 12
2.1 Concept of environmental complex variables 13
2.2 Marketing environmental complexity 14
2.3 The external marketing environment 16
2.4 Marketing communication 24
2.5 Promotional tools 27
2.6 Advertising as a promo tool 29
2.7 The learning organization 31
2.8 Hypothesis formulation 32
CHAPTER THREE
3.0
Research methodology 34
3.1
Population sampling and sample size 35
3.2
Research design 36
3.3
Sources of data collections 38
3.4
Method of data collections 39
3.5
Instrumentation, validity and reability of
instrument 42
3.6
Method of data presentation and analysis 42
CHAPTER FOUR
4.1
Brief history of case study 46
4.2
Presentation and analysis of data 47
4.3
Hypothesis testing 57
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATION
5.1
Summary of report 64
5.2
Conclusion 64
5.3
Recommendations 65
Questionnaire 67
References 69
CHAPTER ONE
1.1 INTRODUCTION
Environments
complexity is a determent to the choice of promotional choice in a marketing
oriented organization. Although, the environment variable are numerious and are
subdivided into three (3) major sub-sectors (the macro, immediately or tasks
and the micro environment) its complexity has immense influence on the choice
of the promotional tools adopted or that can be adopted by marketers to create
awareness for the product carried. Although the topic may have a wider scope
the researcher streamlined it down to a more researchable scope making promo
tools.
Both human beings, business concern
are responsible to the forces in the environment. No one can live in Isolation.
Business must take care of both economics and social aspect of life, that is
making money must not suppress the welfare, culture and social life of the
public. Therefore business must study the needs and want of the environment and
produce and sell product and self products and service that will satisfy them.
The internal and external environment
of business must be taken noted of the internal environment like, organization
structure, location of business, staff facilities within the business place,
union etc. We also have external environment, such as the political, legal
union, technology, competition, government etc.
A good marketers must be conscious of
all the environmental factors that may affects marketing amidst numerous forms
producing and rendering similar products/ services.
In study the both the external and the
internal factors of environment will let the organization to know the
promotional tools that will be effective for each environment.
For organization or company’s product
to gain credibility and acceptability in the mind of prospective consumers, it
has to strategies the kind of promotion that will fit the environments.
1.2 STATEMENT
OF THE PROBLEMS
The
level of influence of environmental elements on the choice of promotional tools
to be adopted for the choice of promotional campaign in a marketing
organization is of major concern to modern marketing.
i.
What are the significance of environmental
complexity to a promotional tools?
ii.
What effects does it have on market share and
profitability?
iii.
The extent to which culture can affect
advertising.
1.3 OBJECTIVES
OF THE STUDY
The
primary objective of this study is to enable the researcher to fulfill the
perquisite for the award of Higher National Diploma in marketing. The secondary
objectives are as follows:
-
To understand the interrelationships between
the environmental element (marketing) and the promotional tool choice in other
for the company to achieve it’s promotional objectives and help the
organization to achieve its overall profit and other objective.
-
To examine the effect of environment on
promotional activities.
-
To increase the organizational profit.
1.4 SIGNIFICANCE
OF THE STUDY
Since
all organization and business have come to realize the important of sales
promotional for achieving the organization objective; This study is of immense
value or benefit to the following:
- Academic
- Government
- Public
i.e. customers and consumer
- Company
- The
Researcher.
Academic: This study has a
vital impact to may academically as it will effectively contribute to both the
knowledge to the researcher and academy in general it will contributes to
marketing literature which will serve as reference points.
Government: It will improve
revenue base for the government collection of taxes. The government should
ensure the target market has to be large enough to make the marketing effort
financially worth while.
Public: It is of significance to the
buyer or the target market as it creates awareness, educate and appealing to
the consumer or a particular product discourage dissonance.
Company: This study is of
significance to the manufacturer as if enables them to choose an appropriate
and understand effectiveness of sales promotion for the sales of the product
and benefit derived from the product both local and international market, that
will improve the profitability of expansion.
The Researcher: The
researcher should measure the market characteristic of different segment and
the member of the segment must be capable of been actually identified, the
various used to categorize them, must be measurable, it’s very significance for
the researcher because various educational background can be used a based for
segmenting particular product.
1.5 SCOPE
OF THE STUDY
Their
research work has been limited to the marketing oriented organization mostly
within kwara state because of the nature of the state and the cultural in
balance mostly observable in different parts of the state. Basically, the area
of coverage of the study are:
-
Conceptual scope
-
Geographical scope
-
Time scope
-
Industrial scope
Conceptual scope:
For simplicity of the study the conceptual scope of the study will be base on
application of sales promotion hence, emphasis will be laid on marketing
strategy on product. Product performance in the market.
Industrial scope: The
company name is J.M.K supermarket which engage in sales of different product
and varieties.
Geographical scope: The
geographical scope of this study is Ilorin in kwara state and all the
information used were gathered in Ilorin.
Time scope: This cover the
periodic depth of the study. Therefore the four scope of the study is three (3)
years back. All the data will be the one that fall between 2008-2010. All the
event that happen is that we want to evaluate and make used of it. These,
however made the project to be made variable and achievable.
1.6 LIMITATION
OF THE STUDY
There
are different type of obstacle occur during the research work, among these
problem include the following.
-
Time
-
Financial constraints
-
Respondence
-
Geographical
F
Time:
Is one of the major problem that come up when making a research
work and the researcher does not have much time to conduct the research work
due to the lecture and tutorials that needs to be attending to. But at the end
he was able to adjust and make a proper planning for the research work.
F
Financial
constrain: Money is another hindrance to this project work in
terms of transportation, publication of questionnaire, parent and Guardian save
as the only source of findings which make it easier for me to gathered needed
data and they give me emotional and physical support.
F
Respondent’s
constraints: This is another hinderance to gathered needed
information in carrying out this research personnel or respondents react
violently. Organization tagged their filled as secret but after series of
persuation to the respondents that all information will only be keep as
confidential to me alone, because is meant for educational purpose of
facilitate my project writing. All these helps to select this problem of
respondents limitation.
1.7 DEFINITION
OF TERMS
Marketing is a specific management
functions, it is performed by both individual and organizations. Marketing is
the process of getting a product to the consumer which involves a number of
related business operation i.e. finding out what the consumer wants designing
the product pricing the product so that the consumer can buy it and manufacture
will also benefit in term of profit.
PROMOTIONAL TOOLS
Promotion: is one of the key
term used in this research work. Promotional is one of the four major marketing
mix variables concerned with informing the target customers that the right
product is available at the right place. Promotion include advertising, sales
promotion, personal selling, publicity and public relation.
Advertising: Advertising is any
paid from of impersonal presentation of product or ideas of commercial
significance to prospective buyer.
Sales promotion: is
refers to those promotional activities rather than the other four which
stimulates interestrial or purchases by customers or channel members.
Publicity: This is a form of
impersonal communication about a company or its product appearing in the medial
answers. It is free in the sense that the information is widely known.
Publicity relation: This
is a planned effort by a company to influence peoples (or groups) attitude or
opinion towards the organization can be directed towards the organization. It
can be directed toward such public as customers, government, agencies and
employees or community living near the promoting organization.
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