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Strategic Marketing Planning As An Essential Tool For Organizational Growth
[A CASE STUDY OF NIGERIAN BOTTLING COMPANY, ILORIN NBC]
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Effort will also be made in the section to look into the problems encountered in the adopting of different strategic marketing planning in Nigeria Bottling Company.
1.5 SCOPE OF THE STUDY
The research work will take a careful look at all the level in Nigeria Bottling Company. But for the purpose of clarity, the scope of the study will be limited to Nigeria Bottling Company Ilorin branch which covers the period of the years.
1.6 LIMITATION AND CONSTRAINTS OF THE STUDY
Every research study must be limited by some factors and this research is of no Exemption some of the problems that may be encountered in this research work are:-
1.) Non –availability of relevant data from the organization.
2.) Inadequate information given by respondents to the researchers through questionnaire.
3.) The researchers have tight schedules for lecturer and assignment could with the demand for project writing.
Nevertheless the factors do not make the research work irrelevant or invalid the questionnaire will be clear so as to make respondents, see clearly and given relevant and sensible responses and answers.
However, the limitation of this study did not in anyway invalidate the work. The research uses some of the officers to get the needed information for the investigation.
Another problem encountered was that of getting respondents answering question because they are always busy doing one thing or the other. More also after visiting the company, some relevant information to the study were acquires through staff in the marketing personnel, production and customer service managers in the organizational as well as customer patronizing the organizations.
1.7 DEFINITION OF TERMS
The following terms and concept are defined as they are used in this study.
MARKETING:- It is a management function which organize converting customer purchasing power into effective demand for a specific product or service and moving the product or service to the final consumer or user so as to achieve the organizational goals.
PLANNING:- This refers to the act of forecasting future circumstance and requirement and selecting of objectives with the polices, programmes and procedure to be followed in order to achieve the stated objectives.
COMPANY:- It is an association of individual who agreed to Jointly, pool their capital together in order to establish, and own a business venture district from their owners.
STRATEGIC MARKETING PLANNING:- Is a process of developing and maintaining strategic plans between the goals of the organization and the capacities and its changing marketing opportunities..
MARKETING MIX:- The controllable variable the company puts together to satisfy the needs of their target group.
TARGET MARKET:- Is a fairly homogenous group of customers to whom an organizational wishes to appeal.
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