Product Planning And Organizational Performance Of The Nigerian Telecommunication

Project and Seminar Material for Marketing

Product Planning And Organizational Performance Of The Nigerian Telecommunication


Abstract


The researcher wanted to understand the need for product planning in an organization and all respondents felt there was a need for product planning in an organization to in order to achieve corporate organizational goals. From the findings it was also evident that effective product planning provides unity of purpose for all employees to steer towards achieving organizational objectives.

According to the findings the performance of those firms which apply product planning had higher chances of expanding their market share and financial stability. The firms that use product planning in the long run become market leaders in their respective industry. The study findings indicate that one of the major challenges to effective product planning process is inadequate leadership and direction by departmental managers. Since department managers are responsible in formulating and implementing short term plans


Chapter One


Introduction

1.1 Background of the Study

Organization’s success not only depends on what organizations currently providing but also depends on how the organizations can make change to improve whatever they are providing from the marketing standpoint, the socio-economic justification for the existence of any business organization is the satisfaction of customers’ needs and wants. The organizational survival over-time depends on its ability to create loyal customers because its products match the needs of the buyers. Thus, the organization meets its basic responsibility to the society through its product offerings.Planning is a continuous process which involves decisions or choices, about alternative ways of using available resources with the aim of achieving a particular product at some time in the future, Silver E. A., Pyke D. F., Peterson R., (2008)

For a firm to compete effectively in the dynamic and competitive business environment and achieve set goals in terms of profitability, high sales volume, and large market share, it must continuously develop products and product lines to satisfy the constantly changing desires and needs of customers (Grundiche, 2004:168). These Organizational adjustments in response to new customer preferences even make it necessary to modify existing products, introduce new ones or eliminate products that are unsuccessful. Product development is a broad field of endeavour dealing with design, creation and marketing of new product, (Yanelle, 2005:92).

It encompasses product planning as well the technical activities of product research, engineering design, etc to take advantage of potential opportunities facing a company’s product idea in a market. Product development is very critical to organizational performance because the product is the cornerstone of the firm’s marketing mix: every other element rests on the product. Product is not used to mean only tangible ‘things’, but includes services (the intangibles) as well as things that can be touched and seen and tasted.

This explains why Kotler (1994:434) sees it as a bundle of physical, service, and symbolic particulars expected to yield satisfaction or benefits to the buyer. It enables managers to evaluate whether organizational objectives have been achieved, and is further used to develop and compensate managers. It helps managers monitor whether the company is moving in the direction they want it to go (Teeratansirikool.L, Siengthai. S, Badir.Y, 2013).The Telecommunication industry is considered to be one of the largest and most powerful industries in the global market, vis-à-vis technological advancement, with its operations covering every corner of the globe and with the world heavily dependent on communication. Today, activities in the telecommunication industry are composed of various procedures including service provision, sales of products like Handsets,Subscriber Identity Module (SIM) packs and other communications gadgets. While all this activities requires marketing, achieving efficient and effective marketing strategy by an organization is difficult, as a result of the ambiguity and dynamic of business factors (Brownie and Spender, 2005). Sound and robust marketing commitment on the part of organization and sales-people are important to the survival and growth of the communication companies, considering the subtle, unstable and seemingly hostile business environments in which contemporary business organizations operate (Creveling, 2004).


1.2 Statement of the Problem

The telecommunications industry in Rivers State, as many other countries in the world (Daniel, 2007) has in the recent past been among the most competitive industry of the economy. Organizations from both the private and public sector are increasingly embracing the practice of strategic planning in anticipation that this would translate to improved performance. The most obvious problems of telecommunication firms in Port Harcourt is how to provide effective services to the nation, which has been yearning for an improved telecommunication services for a long period of time. In response to that, the Federal Government provided for the creation of a company that will function purely on commercial basis.

Past and recent research studies have made it clear that there is an increased internal and external uncertainty due to emerging opportunities and threats, lack of the awareness of needs and of the facilities related issues and environment and lack of direction.Many organizations spend most of their time realizing and reacting to unexpected changes and problems instead of anticipating and preparing for them. This is called crisis management. Organizations caught off guard may spend a great deal of time and energy playing catch up. They use up their energy coping with immediate problems with little energy left to anticipate and prepare for the next challenges. This vicious cycle locks many organizations into a reactive posture.


1.3 Purpose of the Study

The general purpose is to examine the effect of Product Planning and Organizational Performance of selected telecommunication firms in Port Harcourt while the specific objectives are:

  1. To determine the extent to which consumer needs influence organization performance
  2. 2 To ascertain extent to which Product design influences organization performance

1.4 Research Questions

From the above specific objectives, the following research questions are formulated:

  1. To what extent does Consumer needs affect organization performance?
  2. To what extent does Product design affect organization performance?

1.5 Conceptual Framework of Product planning and Organizational Performance

PRODUCT PLANNING

ORGANIZATIONAL PERFORMANCE

SOURCE:(Researcher’s Desk 2015).


1.6 Research Hypotheses

The following null hypotheses are formulated from the above specific objectives:

H01: There is no significant relationship between Consumer needs and sales Growth.

H02: There is no significant relationship between Product design and Market share .

H03: There is no significant relationship between Consumer Needs and Market Share.

H04: There is no significant relationship between product design and sales growth.


1.7 Scope of the Study

The general scope of this study covers Product Planning and Organizational Performance. The geographical scope is Rivers State of Nigeria. The units of analysis covers randomly selected telecommunication firms.


1.8 Significance of study

The study will be helpful to various stakeholders in telecommunication industry who are interested to the long-term strategies for profitability namely shareholders, investors and creditors in such a way that they should be able to realize the potentials and scope for the business growth in local telecommunication. The study has provided recommendations to be considered by telecommunication industry to improve their products development. The study will justify whether product planning is influence Organizational performance and whether telecommunication should take critical consideration. Lastly the research helped the researcher to increase her knowledge and be able to apply and compare theoretical aspects with practices done in banks.


1.9 Limitations of the Study:

These arethe problems encountered by the researcher in the course of generating data for this project and they are;

(i) Secrecy of Respondents:

The high rate of secrecy manifested by respondents in releasing of information as concerns the operations of the organizations contributed to the limitations of this study.

(ii) Ignorance:

Ignorance manifested it self in this study, it was most disappointing that even graduates who occupied responsible posts were among the respondents that needed a lot of persuasions before they agree to complete the questionnaires, others needed a lot of persuasions before they agree to complete the questionnaires. Some misplaced theirs which the researcher had to call several times at some for the collection of the completed and had to be rejected.

(iii) Bureaucratic Red Tape:

The researcher was made to call several times at the offices of the personnel manager and company secretary for the necessary permission. It was not an easy task for the researcher to set what was really needed for the work. But with the help of some staff of the company, the researcher was able to obtain the necessary information.

(iv) Finance:

Finance constraint was another problem faced by the researcher in the course of the study. As a result of the poor state of the economy, costs of almost everything especially transport had increased drastically. This made the researcher encounter heavy financial difficulties as a result of insufficient fund to meet the high cost of stationary and printing of study involved.

(v) Time:

The time frame within which this work was allowed was quite limited for an intensive as well as extensive work to be accomplished and so forms a constraint on the work.


1.10 Definition of Terms

Product planning:

The process of coming up with a business idea for a manufactured good, preparing the good for production and then introducing it to the market. Product planning involves managing the product’s manufacture and development by selecting marketing and distribution approaches, making modifications, setting and changing prices, and offering promotions.

Organizational performance:

Organizational performance comprises the actual output or results of an organization as measured against its intended outputs (or goals and objectives).

Consumer needs:

Problems that customers intend to solve with the purchase of a good or service.

Product design:

Product design as a verb is the process of creating a new product to be sold by a business to its customers

Profitability:

Profitability is the ability of a business to earn a profit.


Chapter Five


Summary of Findings, Conclusions and Recommendations

Introduction

This chapter presents a summary of the study findings, conclusion of the study, suggestions and vital recommendations and suggestions for further research. It summarizes findings in relation to major issues raised with respect to the objectives of the study.


5.1 Summary of findings

This chapter summarizes the research findings and offers conclusions drawn after the data collected was analyzed. This was done in relation to the objectives of the study and their corresponding research questions. There are also recommendations of the research and suggestions on areas of future research on this particular research problem.
The researcher wanted to understand the need for product planning in an organization and all respondents felt there was a need for product planning in an organization to in order to achieve corporate organizational goals. From the findings it was also evident that effective product planning provides unity of purpose for all employees to steer towards achieving organizational objectives.

According to the findings the performance of those firms which apply product planning had higher chances of expanding their market share and financial stability. The firms that use product planning in the long run become market leaders in their respective industry.

The study findings indicate that one of the major challenges to effective product planning process is inadequate leadership and direction by departmental managers. Since department managers are responsible in formulating and implementing short term plans for the accomplishment of tasks in order to achieve corporate organizational goals, lack de of leadership on their part greatly hinders the success of product plans. From the findings, majority of respondents attributed organizational culture as a barrier to effective product planning process.

According to the findings, one of the essential factor for effective product planning process is appropriate organizational structure which should be in harmony with what the organization needs to accomplish in the long run. Organizational structure should align with the goals of the organization and this will make product planning effective in achieving organizational objectives.


5.2 Conclusions

From the findings of the research carried out, the researcher concludes that product planning is very vital tool which should not be taken for granted. An organization which needs to excel must use product planning to gain competitive advantage over competitors. Product planning is applicable to all organizations regardless of their size and scope of operations.

The management of the organizations should establish the need for product planning in their respective organizations and formulate policies and budgets for achieving organizational goals. By establishing the need for product planning, the management will collectively work towards achieving the corporate objectives of the firm.

It is evident that the firms that use product planning perform better compared to those don’t and therefore managers should understand that product planning provides direction to the overall organization in achieving corporate goals.

There are immense barriers to product planning process and these barriers can be overcome by aligning organization structure with the corporate goals and involving employees in strategy formulation since they will be responsible in implementing those strategies. The challenges can also be overcome by communicating effectively to employees on what they are supposed to perform in order to achieve organizational goals. This can be done by communicating the corporate goal to employees. This will bring unity of purpose thus achieving organizational goals.

In order to effectively carry out product planning, the corporate goals should be clear and achievable within the stated time frame. The goals should not be ambiguous and general but rather they should be specific and understandable.


5.3 Recommendations

After an in depth analysis of the findings and looking at the conclusions, the study can firmly recommend the following aspects to be put in place in order to ensure effective product planning in an organization.

The management should establish the need for product planning by defining the corporate goals and formulating policies which acts as a guide in decision making. The management should conduct industry analysis to understand its industry and its competitors which will greatly help the organization formulate product plans for achieving its corporate goals.

Product planning provides firms with competitive edge over those who do not use product planning. Product planning provides overall organizational direction towards achieving corporate goals. It is evident that firms which use product planning are more financially stable and have larger market share in their respective industries. If you fail to plan then you are planning to fail.

It is prudent for the firms to conduct SWOT analysis in order to understand their strengths as well as their weaknesses and also understand opportunities and threats in the external environment. Internally, the firm should align its organization structure to match with the corporate goals.

The organizational culture should be managed to match with the organizational goals. There should be a paradigm shift in order to carry out product planning in an organization.

The employees should be incorporated in formulation of corporate goals so as to feel an identity with the goals hence a feeling of ownership which will motivate the operatives in implementing the formulated goals.

The financial resources should be sufficient to execute strategy. Lack of finance hinders product planning implementation and as such the organization should provide sufficient funds for this vital purpose. Besides, information systems used for monitoring product plans should be adequate and default of variations. The lower employees should be given adequate training and instructions in carrying out product planning.


How To Get The Complete Material For Product Planning And Organizational Performance Of The Nigerian Telecommunication


Project Material Download


3,000 Naira


The complete material will be sent to your email address after payment
( Quick & Simple)

FOR CLIENTS IN NIGERIA:
CLICK HERE to make purchase (₦3,000)

FOR CLIENTS OUTSIDE NIGERIA:
CLICK HERE to make purchase ($15)

  Contact Our Help Desk


⚠️ Need a different topic? Perform a quick search



Get A Complete Business Plan For Any Business In Nigeria

Business Plan for Businesses in Nigeria

  Business Plans in Nigeria


Disclaimer


This research material “Product Planning And Organizational Performance Of The Nigerian Telecommunication” is for research purposes and should be used as a guide in developing your research project / seminar work. For no reason should you copy word for word (verbatim) as samphina.com.ng will not be liable for any who copied the material.

The aim of providing this material is to reduce the stress of moving from one school library to another all in the name of searching for research materials. This service is legal because, all institutions permit their students to read previous projects, books, articles or papers while developing their own works. According to Austin Kleon “All creative work builds on what came before”.

samphina.com.ng is only providing this material “Product Planning And Organizational Performance Of The Nigerian Telecommunication” as a reference for your research. The paper should be used as a guide or framework for your own paper. The contents of this paper should be able to help you in generating new ideas and thoughts for your own research. Use it as a guidance purpose only.

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.