The Impact Of Marketing Planning And Control In Manufacturing Company (A Case Study Of Nigeria Bottling Company Plc, Benin City)
The focus of this study was to assess the impact of marketing planning and control in manufacturing company using a case study of Nigerian Bottling Company Plc, Benin city, Edo state. 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 questionnaires, interviews and direct observation. A total number of one hundred and twenty-four (124) questionnaires were printed and distributed to the selected respondent but only one hundred and two (102) of such questionnaires were properly filled and returned and final analysis was based on this figure. To analyse data collected, the researcher made use of simple percentage as well as tables. Based on the analysis, the researcher discovered among other that: Apart from the other control, techniques, sales analysis, market share analysis, marketing audit and profitability checks are the most frequently used techniques in Nigerian Bottling Company. The Female workers at Nigerian Bottling Company is fewer in number than the male counterparts. This should be employed. Nigerian Bottling Company does not sell their product to customers directly but make use of middlemen in the distribution of their products, etc. Based on these findings, the researchers recommended among other that Nigerian Bottling Company should Endeavour to sustain its current effort to apply marketing control system in their operations. Apart from the techniques. Listed above, the company should try new ones like ratio analysis, sales variance, etc. Nigerian Bottling Company should revisit their employment policy to create room for more woman to be employed. Nigerian Bottling Company should open an avenue for customer to buy some of their products directly. Conclusively, the importance of applying marketing planning and control in manufacturing firm cannot be overemphasized; and the goals of the company will be achieved if the recommendations made are utilized.
Table of Content
- Title Page
- Table of Content
- 1.1 Background of the Study
- 1.2 Statement of the Study
- 1.3 Objectives of the Study
- 1.4 Research Questions
- 1.5 Hypothesis
- 1.6 Significances of the Study
- 1.7 Definition of Terms
- 1.8 Organization of Study
2.0 Literature Review
- 2.1 Conceptual Review
- 2.2 Annual Plan Control
- 2.3 Strategic Control
- 2.4 Marketing Effectiveness Rating Review
- 2.5 Marketing Audit
- 2.6 Marketing Control
- 2.7 Marketing Control Techniques and Organization Size
- 2.8 Marketing Control as a Tool of Marketing Information
- 3.1 Source of Data
- 3.2 Population of the Study
- 3.3 Sampling Techniques
- 3.4 Research Instrument
- 3.5 Administration of Questionnaires
- 3.6 Method of Data Analysis
4.0 Results and Discussion
- 4.1 Results
5.0 Conclusion and Recommendation
- 5.1 Conclusion
- 5.2 Recommendation
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) 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;
- Annual plan control; sales analysis; marketing ratio analysis; market share analysis and consumer attitude tracking.
- Profitability control; consisting of effort to determining profitability of different products, territories, trade channel and consumer groups.
- Efficiency control; means determining more efficient ways of managing sales force advertising, sales promotion and distribution.
- 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].
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.
This view was expressed when Kotler (1980:729) argued that in spite of the need for effective marketing control; many companies have inaugurated 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 Edo 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 main aim of this study was to assess the impact of marketing planning and control in manufacturing company using a case study of Nigerian Bottling Company Plc, Benin city, Edo state.
The specific objectives are as follows;
- To investigate to what extent manufacturing firm time formal plans for their activities.
- To determine whether the application of marketing planning and control has any effect on the achievement of the corporate goals and objectives of their organization
- To find out the specific area where the application of marketing planning and control are necessary.
- To determine the various marketing planning and control techniques available in their company.
- To determine whether the application of marketing planning and control techniques enhance a firm’s competitive position.
- To ascertain the most frequently used marketing planning and control techniques among manufacturing firms.
1.4 Research Questions
The following research question is formulated by the researcher in line with the objective of the study. The researcher questions include
- To what extent has manufacturing firm made formals plans for the activities?
- What effect has the application of the marketing planning and control on the achievement of the corporate goals and objectives of the manufacturing firm?
- In what specific areas do your companies apply marketing planning and control?
- What are various techniques used by the manufacturing firm in the marketing planning and control activities?
- In what ways can the application of marketing planning and control techniques enhance a firms in the manufacturing firms?
- What are the most frequently used marketing planning and control techniques used by the manufacturing firms
HO: There is no significant relationship between marketing planning and control and productivity of the Nigerian Bottling Company Plc, Benin city, Edo state
1.6 Significances of the Study
The study will 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 Nigerian Bottling Company Plcin 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.
Furthermore, 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 fulfilment 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.
1.7 Definition of Terms
Refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce. Marketers can direct their product to other businesses or directly to consumers.
Is the process of thinking about the activities required to achieve a desired goal. It is the first and foremost activity to achieve desired results. It involves the creation and maintenance of a plan, such as psychological aspects that require conceptual skills.
Refers to the ability to effective run and execute a plan of action towards a desired goal
Is a process that consists of analysing current situation and information about marketing opportunities, forecasting and establishing planning premises, selecting target market(s), determining marketing objectives, designing and developing marketing strategy
Is a process where company management or executives analyse and assess their marketing activities and programs. Management then uses the results to make necessary adjustments or changes to their marketing plans.
1.8 Organization of Study
The study comprises of 5 chapters. In chapter one, the concepts are introduced and the problem of the study is established with the research objectives and questions. Chapter two presents the literature review while chapter three presents the research methodology. The fourth chapter presents the results and discussion, and the last chapter presents the conclusion and recommendation.
5.0 Conclusion and Recommendation
The researcher concluded by saying that the application of marketing planning and control in manufacturing firms cannot be over emphasized. This view was also justified by Kotler [1984:730] when he posited that the purposes of the control is to ensure that the company achieves sales, profits, and other goals as benchmark. Secondly, management must monitor its performances in the market places. Thirdly, management must determine the cause of any serious performance deviations. Fourthly, management must take corrective action to close the gap between it’s goals and it performances, it should be understood that the application of marketing control is applicable to all level of the organization. These goals are elaborated into specific goal for each lower level of management for the year. Thus, each product manager is committed to attaining specified level of sales and costs. Having said these. The researcher concluded that the only livery to achieving goals in any organization is to apply planning and control in all the organization performances.
The researcher on the strength of the above findings comes up with the following recommendation.
- That Nigerian Bottling Company should Endeavour to sustain its current effort to apply marketing control system in their operation
- Apart from the techniques listed above, the company should try new ones like ratio analysis, sales variances.
- The researcher hereby recommended as well that Nigerian Bottling Company should open an avenue for consumers to buy some of their product directly. This will reduce the bottlenecks which are sometimes associated with middlemen.
- As a way of remaining current on current marketing issues, solving officers should be embarking on training as often as possible.
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