The Relevance of Marketing Planning in Achieving the Business Growth of Dealers of Electronics in Imo State (a Study of Selected Dealers of Electronic in Owerri Metropolis)
CHAPTER ONE
OBJECTIVE OF THE STUDY
The study was primarily conducted to investigate the extent marketing planning affects business performance of electronic dealers in Imo State. More so, it determined further, the following specific objectives.
- In the relevance of environmental assessment in goal attainment of dealers of electronics.
- The essence of planning in achieving the marketing growth of electronic dealer
- How marketing implementation affects the business objective of electronic marketers.
- The benefits of marketing control in the attainment of business technology interfere in the relationship between marketing planning and business growth of dealers of electronics.
CHAPTER TWO
LITERATURE REVIEW
INTRODUCTION
This chapter presents the review of past and present literatures, opinions and contributions of scholars authors and experts in the field of study. Baridam (2001) quoting tuckman (1978) asserted that “every serious piece of research includes a review of relevant research more extensive in a dissertation, for example, than in a journal article where space is at a premium. He further noted that the review of literature often precedes the formulation of a research topic.
Abdellah and Levine (1979) quoted in barirature can serve several important purpose first, it can reveal what has been done previously in the area, thus relieving the researcher of the possibility of replication of previous studies. Secondly, it can reveal wheather the study is feasible by exposing the difficulties encountered in past studies. Thirdly, it can serve as a connecting link between the findings of previous investigations and the proposed one. Fourthly, the researcher can learn which procedure and instrument have provide useful that is, more effective and efficient.
Baridam (1bid) postulated that, it is not enough to review related literature without presenting the studies by topics and determining how each of these topic relates to the researchers own study. A systematic presentation of the literature forms the foundation of the study, thus, this chapter covers the following areas:
- nature of marketing planning
- qualities of a good plan
- essence of marketing planning
- marketing planning process model
- problems of marketing planning
- specific planning procedure
- levels of planning
- types of marketing planning
- benefits of marketing planning
- strategic marketing planning
- Importance of strategic marketing planning.
NATURE OF MARKETING PLANNING
Marketing planning has been mandatory for every business unit in order to ensure effective attainment of organizational goals. Hence after an electronic dealers has decided to adopt any of the marketing philosophic and mapped out its target market on the basis of the marketing research the business environment, the next step is to develop appropriate and desired products for them, set volume and profit goals according to the market size, develop marketing programmes implement them, monitor the result and finally take corrective actions where necessary it is rectified as the marketing planning procedure.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
Research methodology is a blue print specifying which approach will be used for gathering and analyzing the data this specifically deals with the research design, population under study, data collection method sampling procedure, etc Kotter (1995) is of the view that in developing a good research work, there will be need for decision on the data source, research instruments, sampling plan etc. hence, the methods used were in agreement with the pattern set up exports and more experienced researchers.
RESEARCH DESIGN
The research design begins with the identification of the research approach and has to do with a guide that shows the step of gathering and analyzing data, determining and defining the population under study. The research approaches include.
- EXPERIMENTAL DESIGN: This involves the use of critical environment where the intended subjects are subjected to series of tests and evaluations. This kind of research design is commonly carried out in pure and applied sciences hence, it involves carrying out the study in a laboratory or specially made settings that makes it possible for the researchers to have total control, over the independent variables and any other variable that could have effect on the dependent variables.
- QUASI- EXPERIMENTAL DESIGN: This can be described as a research design which represent class of empirical study that lacks the glamour of pure examination. It in other words involves the opinion of human beings and rarely occur in a laboratory rather. It is done mainly through personal interview and questionnaires. Due to this fact, the researcher made use of this type of research design in the course of her study.
DATA COLLECTION METHOD
In the bid to ensure the collection of relevant adequate and reliable information that will enable the researcher solve the problem at hand primary as well as secondary data collection method was adopted.
Primary data has to do with those information gathering on a first hand basis hence, the information is obtained form original sources to meet a specified problem or situation that has been observed and recorded by the researcher for the first time. Examples are information obtained from interviews questionnaire and observations.
Secondary data, in trying to understand the research topic better and gives explanations to certain concepts, constructs and events in the study textbooks, journals, articles, pub libations and the internet were consulted.
CHAPTER FOUR
PRESENTATION ANALYSIS AND INTERPRETATION OF DATA
INTRODUCTION
This stage serves as the deciding point of any research work because it gives shape and meaning to the raw data. The purpose of this basically to present and analyze the primary data collected through interview and questionnaire administered. The research question and hypothesis stated in chapter one of this work shall be answered and treated respectively.
The percentage and table method was used to present and analyze data collections from respondents. To test data relating to the hypothesis, analysis of variable test was employed.
QUESTIONNAIRE ADMINSTRATION
For the purpose of this research study the respondents are those people that filled and returned the valid questionnaire. A total number eighteen (18) questionnaires were distributed to the management staff of ten (10_ electronic dealers in Owerri metropolis. Ten (10) copies of the questionnaire were given to top managers out of which 10 was returned. Eight (8) was given to lower managers out of which eight (8) was returned, representing a 100 percent response rate.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
SUMMARY OF THE FINDINGS
Based on the problems of the study earlier stated in chapter 1, the following findings were obtained.
There is a significant relationship between marketing planning and organizational performance. Also evidence showed that a traceable number of managers lack full understanding of marketing planning.
Moderating factors do interfere in the relationship between marketing and organizational growth. It revealed further that environmental factors such as government policy, economic factors and technology greatly affect the activities and performance electronic dealers.
CONCLUSION
By virtue of the literal works of post 3 current experts, it is enough to understand and believe that marketing planning is essential to organizational growth and development and as the popular saying goes :He who fails to plan, plans to fail. This assertion has once more ben proven by this study.
The general assertion that no organization can effectively operate in a vacuum without the interference of situational factors has also been reaffirmed by this study. Technological factors, government policies, economic factors and competition were found to be the major environmental constraints that affect the operation of electronic dealers.
RECOMMENDATION
After a critical consideration of the results of the study, the following were recommended.
Electronic dealers should improve their marketing planning activities regular in order to cope with the severity of the marketing environment.
They should ensure that they take a retrospective easements of organization background past performance and current situation because they to a great extent determine how the future would be.
They should endeovour to incorporate the strategy to adopt resources to sue and time horizon in their marketing planning programs.
Dealers of electronic should ensure that their budgets specify how resources should be organize and waste minimize to the dearest level.
They should closely and regularly assess the environment to determine current trends (opportunities/ threats) in order to ensure plans are effective.
REFERENCES
- Aloh .O (2001), Physical distribution industrial and consumer marketing Hutechision. publishers London.
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- Awa H.O. (2002) modern marketing theory an approach to managerial decisions Kolleey publishers Owerri.
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- Bateman S. and Zenithal P. (1993), Management function and strategy, Barton Richard O. Irwin Inc Illinios.
- Baridam O.M (2001) research method administrative science 3rd end sherbook associates: Port Harcourt.
- Druker P. (1974), Management Hamper and row publishers New York.
- Kreitner R. (1992), Management, Houghton Mifflin Company, Boston.
