Home Project-material APPLICATION OF MARKETING CONTROL TECHNIQUES IN MANUFACTURING FIRMS IN ENUGU L.G.A OF ENUGU STATE (A CASE STUDY OF EMENITE LIMITED EMENE ENUGU STATE)

APPLICATION OF MARKETING CONTROL TECHNIQUES IN MANUFACTURING FIRMS IN ENUGU L.G.A OF ENUGU STATE (A CASE STUDY OF EMENITE LIMITED EMENE ENUGU STATE)

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Abstract

The topics of this research work are the application of marketing control techniques in manufacturing firms in Enugu east local government: A case study of Emenite Limited Emene Enugu. In order to peruse this investigation property, the following research objectives were formulated namely: To investigate to what extent manufacturing firms have forma plans for their activities. To determine whether the application of marketing control has any effect on the achievement of the corporate goals and objectives of their organizations. To find out the specific areas where the application off marketing control are necessary, etc. The researcher adopted the survey technical in carrying out this research work. A total number of one hundred and eighty (180) respondents formed the population of this study. This number was however statistically reduced to a sample of one hundred and twenty four (124) respondents using the Yaro Yamane sample size formula. The data were gathered mainly through questi

CHAPTER ONE

1: 1 BACKGROUND OF THE STUDY

Marketing plays a dominant role in the successful management of business

in the world of Drucker [1973; 9] business enterprises have two basic functions,

marketing and innovation. Only marketing and invocation produce results; all the

rest are cost. Marketing as the only revenue generating functions; must make plan

attempts to implement and control such plans to the extent that its objectives are

achieved.

Developing good strategies and tactics, after analysis the marketing

environment are only the beginning toward the successful managing of the

marketing efforts, usually surprise occurs during the implementation of marketing

department therefore must engage in marketing control system and essential in

making sure that the company operate efficiency and effectively. As a plan

implementation and control are related. All resource available to any business

whether human or otherwise must be mobilized into a daily; monthly, yearly and

even annual activities that will cause the strategic plan to work well. Management

should develop its basics control process along the following step as suggested by

Koontz and Weihrich [1988; 540

11-establishing standard

-measurement of performance and

-correct of deviations

Standards may be in the form of short term goal and long term objectives

which should be measured against actual result and corrective action should be

taken when necessary. When actual performances deviates greatly from annual

plans, the corrective plans may be to adjust objectives and long term objectives

which should be measured against actual result and corrective actions. Would be

taken when necessary. Where actual performance deviates greatly from annual

plans, the corrective action may be to adjust objectives and goals by making them

realistic and attainable.

A number of techniques have been developed overtime and these are readily

used in marketing management across the globe kotler[1980;640-644]broadly

classified marketing control process into four categories namely;

1. Annual plan control; sales analysis; marketing ratio analysis; market share

analysis and consumer attitude tracking.

2. Profitability control; consisting of effort to determining profitability of

different products, territories, trade channel and consumer groups.

123. Efficiency control; means determining more efficient ways of managing

sales force advertising, sales promotion and distribution.

4. Strategies control; consists of efforts aimed at periodically examine whether

a company basics strategratics marched to its opportunities.

Marketing control techniques as a component of the marketing information

system must be able to provide information to management about performance.

Interestingly, a good management will like to know which product sales and

highest and why, whether the product is profitable; what is selling and at what cost.

very often; the traditional accounting report are usually of little help to the manager

;a company account might be showing an overall profit arising from the business.

Without specifying which of the centre is doing very fine and which is not?

A detailed breakdown of firm’s sales records can be very useful and

informative such breakdown can update marketing executives who have been out

of touch. Additionally, routine sales analysis prepared weekly; monthly or even

yearly may show trend thus permitting marketing executing to check their basics

assumptions about performances, [kotler1986].

13

1.2 STATEMENT OF THE STUDY

The important of marketing control techniques in the efficient management

of companies cannot be over stressed.

Thus in the word of Mocker [1972:2] marketing or management control is a

systematic effort to set performances standard with planning objectives, to design

information feedback system, to compare actual performances with those per

determined standard, to determine whether there are deviation and to measure their

significance, and also to take any action necessary to ensure that all corporate

resources are being used in the most effective and efficient way possible in

achieving corporate objectives.

This view was also supported by Udeagha (1999:281) when he defined

management control as consisting all the measures undertaken by an organization

to measure performances against standard to ensure that the planned organization

activities objectives and goal are achieved.

Notwithstanding the positive views; expressed by these two authors above,

evidences abound that most of the companies do not apply marketing control in

their day to day operations.

14This view was expressed when Kotler (1980:729) argued that in spite of the

need for effective marketing control; many companies have inaugurate control

procedures. He recent further to argue that many companies fall to compare them

price with competition to analysis warehousing and distribution costs, to analysis

the cause of returned merchandize, to conduct formal evaluation of advertising

effectiveness, and to review their sales-forces reports.

The negative attitude of some companies towards the application of

marketing techniques control for their operations as pointed in one of the major

factors that stimulated to researcher to embark on this study. The ideas was to find

out whether Enemite Limited as a roofing sheet manufacturing company based in

Enugu applies the concept of marketing control in its operation and the findings of

the study to make some recommendations.

1.3 OBJECTIVES OF THE STUDY

The researcher work was embarked upon to achieve the following objective

i. To investigate to what extent manufacturing firm time formal plans for their

activities.

ii. To determine whether the application of marketing control has any effect on

the achievement of the corporate goals and objectives of their organization

15iii. To find out the specific area where the application of marketing control are

necessary.

iv. To determine the various marketing control techniques available in their

company.

v. To determine whether the application of marketing control techniques

enhance a firm’s competitive position.

vi. To ascertain the most frequently used marketing control techniques among

manufacturing firms.

vii. To make recommendation based on the findings of the researcher work that

will ensure improved productivity and efficiency.

1.4 RESEARCH QUESTIONS

The following research question is formulated by the researcher in line

with the objective of the study. The researcher questions includes

1. To what extent has manufacturing firm made formals plans for the

activities?

2. What effect has the application of the marketing control on the achievement

of the corporate goals and objectives of the manufacturing firm?

163. In what specific areas do your companies apply marketing control?

4. What are various techniques used by the manufacturing firm in the

marketing control activities?

5. In what ways can the application of marketing control techniques enhance a

firms in the manufacturing firms?

6. What are the most frequently used marketing control techniques used by the

manufacturing firms

1. 5 SIGNIFICANCES OF THE STUDY

The main purposes of this study is to investigate the application of

marketing control techniques in manufacturing firms in Enugu east local

government area and determine whether it’s one is prevalent among firms. The

study will also attempt to find out it control techniques which will be made

between the firms based on their types and size defined by the annual sale level or

turnover. Information generated in this study will be immensely helpful to

marketing executives of Emenite Limited Enugu in the control of marketing

programmers in terms of sales goal and objectives, cost and the exploitation of

opportunities available, marketing manager should be able to check their basics

assumptions about performance.

17Furthermore marketing manager will be in a position to determine problems

area which would have been submerged and this proffer solution that will improve

performances. It will also benefit the researcher as it is a partial fulfillment for the

award of an ordinary b.sc degree in the field of study. It has also added to the

existing literature in the field.

1.6 SCOPE OF THE STUDY

The scope of the study is the research boundary emphasis is laid on the

application of marketing control techniques in manufacturing firms in Enugu east

local government area with a view of finding out how this concept has been

applied’ it has on productivity. And so on. The scope of the study is limited to

manufacturing firms in Enugu east local government area; especially Emenite

Limited a leading roofing sheet in manufacturing firms.

1. 7 LIMITATION OF THE STUDY

Hardly would a research study be concluded without the constraints in a

country such as our where bureaucracy and redtaplism act as constraints in the

flow of information, and where there is inaccuracy of constraint related to the data

system would includes

– Low quality data and inadequate recording devices

18– Lack of standardization in data recording and formats

– Lack of incentives and motivations

– Budgetary limitation

– Privacy of information consideration

– Inadequate data collection and handling procedures.


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