ABSTRACT
The research works seek to indentify the impact of
internal environment on marketing organization. (A case study of Shoprite) the
main purpose of this research topic is take caution on the relevant to the
marketing organization. In essence, marketing environment can be seen as the
sum of the inter relationship business an between the marketers and the society
management. The survival of business
organization depends on how people of market patronize a buy of products. Any
organizations either profit oriented and provide product or service to satisfy
the need. Business environment is divided into two; internal and external
environment. The internal environment is all factor with the organization which
an organization have control over it, while the external environment is all the
factor outside the organization which an organization have little no control
over it.0The purpose of this study is an attempt to find out the impact of all
the factors outside the organization, which provide opportunities or pose
threats to the organization.
TABLE
OF CONTENT
Title Page
Certification ii
Dedication iii
Acknowledgement iv
Table of Content vi
Abstract ix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of Problems of the Study 2
1.3 Aims and Objectives of the Study 2
1.4 Significance of the Study 3
1.5
Scope of the Study 4
1.6
Limitation and Constraints to the
Study 5
CHAPTER TWO
2.0
Literature Review 6
2.1 Introduction 6
2.2
Concept of Marketing 7
2.3 Impact
of Internal Environment on Marketing 8
2.4
Concept of Internal Environment on
Marketing 9
2.5
Product 11
2.6
Price 12
2.7
Promotion 13
2.8
Place or Distribution 14
2.9
The Internal Environment on
Marketing
Organization 17
CHAPTER THREE
3.0 Research Methodology 22
3.1 Research Design 22
3.2 Research Population and Sampling 23
3.3 Sample Size 23
3.4 Sample Selection 24
CHAPTER FOUR
4.0 Data
Presentation, and Analysis
Summary
Conclusion and Recommendation 25
4.1 Brief History of the Case Study 25
4.2 Data Presentation and Analysis 28
4.3 Summary 39
4.4 Conclusion 40
4.5 Recommendation 41
References 42
Appendix 43
Questionnaire 44
ABSTRACT
The research works seek to indentify the impact of
internal environment on marketing organization. (A case study of Shoprite) the
main purpose of this research topic is take caution on the relevant to the
marketing organization. In essence, marketing environment can be seen as the
sum of the inter relationship business an between the marketers and the society
management. The survival of business
organization depends on how people of market patronize a buy of products. Any
organizations either profit oriented and provide product or service to satisfy
the need. Business environment is divided into two; internal and external
environment. The internal environment is all factor with the organization which
an organization have control over it, while the external environment is all the
factor outside the organization which an organization have little no control
over it.0The purpose of this study is an attempt to find out the impact of all
the factors outside the organization, which provide opportunities or pose
threats to the organization.
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
An
understanding of the marketing environment is a prequisite for efficient
marketers. This is primary because every marketing units affected by their
immediate environment.
In
essence, marketing environment can be seen as the sum of the inter-relationship
business and between the marketers and the society in management. The word
environment does not necessary mean physical environment but it is used to
describe all those influence that bears upon the individual organization. In
this case organization must be mindful of those environment factors that can
militate against their growth and development.
The
Nigeria marketing firms is not static it is dynamic in nature i.e. it changes
everyday and with this knowledge organization must be able to sense any changes
that occurs so as to adopt and a formulate strategy that would enable them to function
well in various environment. This project work will be restricted only to those
internal environment factors that can have any influence over the operations
and the existence of any organization may companies have failed in the past
just because of this negligence to recognize the impact those internal
endowment accords on their company.
This
project work is design in such a way that will enlighten the company and the
marketing on how to handle any problem faced by their relationship with there
internal environment.
1.2 STATEMENT
OF PROBLEMS OF THE STUDY
The
survival of business organization depends on how people of market patronize a
buy of products. Any organization, either profit oriented or non-profit
oriented must be able to identify the need of its target and provide product or
service to satisfy the need.
Basically,
most non-profit organization falls to identify the needs and this leads to the
untimely death of such organization mostly government and individual programmes
are not people oriented due to this, peop1 decided not to buy profit. The
reason may be that the organization lack marketing concepts idea and believe
that the organization can produce anything’s are to be saved by this study.
1.3 AIMS
AND OBJECTIVES OF THE STUDY
The
objectives of this research works include the following:
a. Making
the company arid marketing managers to understand the various factors of
business internal environment.
b. To
create awareness about the impact of internal environment factors on the
project
c. Another
impact objectives of this research project is to enable us to understand what
constitute the company internal environment why is it so, it’s also important
to know this internal environment factors, what function do they play in the
activities of the organization, what would likely happen if company fail to
understand this factors.
d. To
make organization understand how to access a firm Strength and Weakness in
there relationship with their internal environment to successful exploits the
opportunities and avoids that in an industry.
e. Failure
research: This study will be great importance to future researcher on the
subject (impact of internal environment on marketing) because of its growing
importance in the growth development organization.
1.4 SIGNIFICANCE
OF THE STUDY
The
study on the impact of internal environment on marketing organization will
specially be of great importance.
Its
world service as a secondary data to aid them in their research, it will also
be of use to people who would like to be better findings of this research as
they can correct the sort coming of this work developed upon the findings and
make meaningful recommendation.
1. Marketing
and Strategic Managers: this study will be of a use to other group like
marketing and strategic manager in their various decisions making. And whether
to incorporate it into their strategic planning program, they would serve as an
aid of creating distinctive advantages.
2. The
researcher: beside the already motional significant, the study expend knowledge
of the researcher on a aspect internal environment in addition, the study
prepares the researcher for investigative research of higher class or for
writing test in future.
1.5 SCOPE
OF THE STUDY
This
study will be treated with close attention to the industry and its internal
environment. This study will also identify if there is any relationship between
company and their various internal environment and if any the impact of this
internal environment factor on marketing.
Not
withstanding, this project not go beyond it areas of interest. Any issue which
out the scope stated above will not be addressed as part of this project work.
It is directed and restricted to only its ma topic as the main research problem
and it’s restricted towards researching for the answer of that problem only.
1.6 LIMITATION
AND CONSTRAINT TO THE STUDY
The
research work has been contain as to time, lack of resent and adequate material,
unwillingness of the respondent and the case study to give true replies, lack
of cooperation of the case study. However, effort has been made to ensure that
the above limitation did not hinder effective competition and quality of
research work.
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