MARKETING PLANNING AS AN EFFECTIVE TOOL FOR ACHIEVING MANAGEMENT SALES GOAL

ABSTRACT

This study boarders on the significance of marketing planning. Primary and secondary data were collected. Primary data collected using questionnaire, secondary data consisted of published materials such as articles, textbooks and journal. Data were analysed using simple percentages and chi-square (X2) test criteria. The data collected were organised in a table before analysis. From the study it was discovered that marketing planning is necessary in the area of product development, risk management, formulation of strategies to help achieve objectives. This marketing planning is considered an important function in a business management. So management should employ marketing planning to enable them develop the right product that needs of the target customer group. This has created a lasting customer relationship. Management should assess customers needs and produce to meet their needs to avoid loss. Above all business should continue to improve on quality to improve customer satisfaction.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Abstract

Table of Contents

CHAPTER ONE- INTRODUCTION

1.1            Background of the Study

1.2            Statement of Research Problem

1.3            Objective of the Study

1.4            Scope of the Study

1.5            Significance of the Study

1.6            Research Question and Hypotheses

1.7            Statement of the Study

1.8            Statement of Hypotheses

1.9            Operational Definition of Terms

CHAPTER TWO- LITERATURE REVIEW

2.1     The Meaning of Marketing Planning

2.2     Relationship between Strategic Planning and Tactical Planning

2.3     Planning at different Levels in the Organization

2.4     The Marketing Planning Process

2.5     Components of a Marketing Plan

2.6     Marketing Planning and its Importance to Management

2.7     The Place of Marketing in a Business Organisation

2.8     References

CHAPTER THREE – RESEARCH METHODOLOGY

3.1     Research Design

3.2     Population of the Study

3.3     Sampling Procedure

3.4     Method of Data Collection

3.5     Validity of Instrument Used

3.6     Method of Data Analysis

3.7     Cut-off/Decision Rule

CHAPTER  FOUR – PRESENTATION AND ANALYSIS OF DATA

4.1     Data Analysis

4.2     Test of Hypotheses

4.3     Discussion of Findings

CHAPTER FIVE – SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1     Limitation of the Study

5.2     Summary of Findings

5.3     Conclusion

5.4     Recommendation

5.5     Suggestion for Future Research

          Reference

          Appendices

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

In other to achieve success in marketing, companies should have the ability to understand customer value, create and sustain it as well as deliver it target buyer. In marketing planning, marketing concept is imperative. There is therefore need to develop market oriented strategy. It is more than setting up marketing management within an organisation with middle managers overseeing functions such as product/brand management, advertising, distribution and marketing research.

Marketing should not be implemented only at the functional level.

Rather, the business as a whole should be directed by a strategy, there should be a careful match of marketing opportunities and organisation resources. This is the crux of marketing planning. Strategy and planning coupled with control mechanism are required to prevent management from going astray.

1.2     Statement of Research Problem

Marketing planning assist management in achieving their marketing objectives. However, it is observed that management often overlook this aspect of management function. For this reason, the research aim to study the relevance of marketing planning in a business organisation.

1.3     Objective of the Study

This study is aimed at understanding:

       i.            The benefit of marketing planning in a business organisation.

     ii.            The role of marketing planning as an instrument for effective control.

  iii.            The significance of marketing planning to product development.

  iv.            Appraise the use of marketing planning as an instrument for effective co-ordination of marketing effort.

1.4           Scope of the Study

This study is confined to the impact/contribution of marketing planning a business organisation. It is specially restricted to outlining the benefits blighted in the objectives.

1.5     Significance of the Study

It is hoped that the findings from this work shall be useful to students in the field of marketing and related disciplines, professionals and laymen who may take interest in marketing. If examines practical application of marketing planning in a business setting.

1.6     Research Questions and Hypotheses

The following are research question and hypotheses generated in this study.

       i.            How does marketing planning help an organisation realize its objective?

     ii.            What are the benefits an organization can derive from marketing planning?

  iii.            What impact does marketing planning have on product quality? How does marketing planning minimize risk of loss?

1.7     Statement of Research Hypotheses

The following are hypotheses generated in the study:

HYPOTHESIS 1

H_O:    Marketing planning is not relevant in a business organisation.

H₁:     Marketing planning is relevant in a business organisation.

HYPOTHESIS 2

H_O:    Marketing planning does not assist management in achieving
                   its objectives.

H₁:     Marketing planning and management to achieve its objectives.

HYPOTHESIS 3

H_O:    Marketing planning has no relationship with product quality.

H₁:     Marketing planning guide management in product development

1.8     Operational Definition of Terms

The terms used in this study are defined as follows:

Planning: Planning is a process that involves setting objectives, designing and implementing a programme to ascertain whether the planned programme is on track or has achieved its desired objectives.

Marketing:  Marketing is the managerial process which anticipate, identify 1nd provide customer requirement profitably.

Customer Value: Customer value is a combination of quality and services and price (QSP) called “customer value paid”.

Target Buyers: Target buyers are those segments a particular market offering and programmes are directed to.

Marketing Concept: Marketing is an organisation which holds the key to achieving organisation goal. It consists of the company being more effective than competitors in creating delivery and communicating superiors’ customer value to its chosen target market.

Market Orientated Strategy: This is a strategy whose focus is in market place.

Marketing Management: This is the art and science of choosing target market and getting, keeping and growing customer through creating, communication and delivery superior customer value.

Middle Managers: These comprises people at the centre management function. Example: Brand Manager, Advertising Manager and Marketing Manager.

Advertising: This is a personal paid presentation and promotion of goods and services by an identified sponsor.

Distribution: This consist the set of people and institution involved in transfer of title to a product as the product move.

Marketing Research: This is a systematic design, gathering and analysis and porting of findings relevant to a specific marketing situation facing the

Objectives.

Strategy: A strategy is a blue print for implementation of a plan in order to achieve it set objectives.