Relevance Of Marketing Information System In The Achievement Of Organizational Objective (A Case Study Of Nigerian Bottling Company)
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I dedicated this project to the Almighty God, son and Holy Spirit whose mercy make this project work to a reality.
This project work was made possible by the divine hands of the Almighty God that provide the knowledge, the drive and even the much needed speed to realized what to him be the glory Amen.
My humble and sincere thanks goes to my fiancé Mr. Christian Eze who was there for me starting from the first day I enter this school, for his financial support toward my academic career and his assistance for making my education successful I owe you a lot and I pray that God will give you the best favour in your business for your kind gesture.
I equally appreciate Mr. Chukwu Ma ezewi my brother, Mrs. Nkeru Nzewi my beloved sister for her advice and encouragement during my stay in school.
Finally my thanks goes my project Supervisor, Mr. Bassi B.P. for his academic guidance and counseling which is no small way made the project work a very big success.
The relevance of marketing information system in the achievement of organizational objective is focus of that research study Nigeria Bottling company (NBC) Owerri as a case study, special interest is placed on the view of management and staff of the organization of the role of marketing information system (mkis) in (NBC) and also its effect on the function of the organization ranging from planning, organizing to decision making.
A total of eight copies of the questionnaire give out for the retrieval of data from the organization.
Chapters are include
- The back ground pf the study, research question, significant and scope of study and the limitations.
- In chapter two various literature which are relevance to the topic under study were thoroughly and adequately reviewed to meet the demand of this project work.
- The thirds chapter contains the research methodology and chapter for the facts collected were analyzed and the Bouley’s formula was used to calculate their sample size.
- The major finding among others are that must people interviewed believed so much in the relevance of marketing information system (mkis) achievement of or organizational.
Table Of Content
- Title page i
- Approval page ii
- Dedication iii
- Acknowledgement iii
- Abstract iv
- Table of content v
- 1.1 Introduction 1
- 1.2 Statement of problem 4
- 1.3 Purpose of the study 6
- 1.4 research question 8
- 1.5 Significant of the study 8
- 1.6 Scope of the study 9
- 1.7 Limitation of the study 9
- 1.8 definition of terms 10
- 2.1 Literature review 12
- 2.2 Definition of marketing information system 13
- 2.3 Concept of marketing information system 16
- 2.4 Information system 17
- 2.5 Components of marketing information system 19
- 2.6 The need for a marketing information system 23
- 2.7 Organization of marketing information system on organization 29
- 3.1 research methodology 34
- 3.2 research design 35
- 3.3 Population of the study 37
- 3.4 Sampling procedure 38
- 3.5 Data collection method 38
- 3.6 Questionnaire design 39
- 3.7 Validity and reliability of instrument 40
- 3.8 Description of data analysis tools 43
- 4.0 Data presentation and analysis 44
- 4.1 Analysis of data from administered questionnaire 48
- 5.1 Summary, discussion implication of results and finding, conclusion recommendations 62
- 5.2 Summary of findings 63
- 5.3 Implications of the result and findings 64
- 5.4 Conclusions 64
- 5.5 Recommendations 65
- Bibliography 67
- Reference 69
- Appendix 70
- questionnaire Marketing 71
1.1 Overview Of The Study
The essence of this researcher on this particular topic is to know the importance of marketing information system in the achievement of organization objective no meaning full decision is made without information and therefore information is a data that have been processed, interpreted and under stood by the recipient of the massage. This success of any organization is rooted mostly around the amount and quality of information the get. Many scholars believed that to manage a business well is to manage it’s future and to manage it’s future is to manage information. For that we now look at the important of information:
- Information tend to cover various areas of marketing operational areas
- Information will keep organization afloat on what is happening in the labour market
for that reason, most specialized areas of management have their professional informat6ion system especially with the advent of computer technology in the 1950’s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from point we now define organization as a combination of people or individual effort purposes called organization goal.
Marketing information system (mkis) consist of people, equipment and procedure to gather sort, and analyzed, evaluate and distribute accurate, timely and pertinent information.Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decision.
Data is regularly collected,the are continually updated as environment condition changes.the date are converted into useful information e.g sales figure may be translated into a plan for production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasis on information system as it influence effective performance in the manufacturing organization.
The Nigeria bottling company plc (NBC) has been operating in Nigerian since 1951. it is controlled by leventis group, an organization that has extensive trading and manufacturing interest in Nigeria and West Africa. The company is a multinational company that is into the production of beverage drinks such as coca cola, Fanta, Sprite, Schweppes, Eva water and five Alive. it’s head office in Nigeria is located at lddo house, Lagos. It has facilities and over 80 distribution ware houses across Nigeria.The Owerri plant started operation approximately in 1986 in Owerri. It started with the production of coca-cola (coke) Fanta and sprite before other brands were added.
1.2 Statement Of Problem
Observation has proved that for an organization to function very well and for it to have dynamic and flexible out come of production it depends largely on the proper use of marketing information system to minimize risk and about failure in manufacturing organization.
The essence of this study is show the relevance of (Mkis) to marketing and in facilitating decision making of marketing and also to determined the extein to which it has enable planning control and operation all functions of an organization planning requires marketing information system, the marketers have to retrieve information accurately from difference reliable sources to enhance quality decision making marketing information system aid the reception.
That most organization don’t have effective information system and if they have their information are not effective as to it’s role toward goals objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision making function, many of them as a matter of facts don’t make use of the information supplied to them from within and out side the organization and if they do to some degree, they don’t make optimum use of the dada received about the business environment.
There is also problem of evaluating the impact of marketing information system towards the achievement of objective many marketers are yet to capitalize and utilize information for decision making and goals attainment. Therefore the question are as to whether marketing information system enable organizations to achieve their objectives.
1.3 Purpose Of The Study
The main purpose of this study is to show the relevance of marketing information system to organization and specifically to achieve the following objective.
- To understand how marketing research aids in the achievement of organization objective in marketing performance attainment.
- To ascertain whether the use of marketing in intelligent system contribute significantly to the accuracy of marketing information system.
- To find out whether marketing internal reporting system is for any benefits to achievement of organization objectives.
- To determined the relevance of analytical marketing system to achievement of organization objectives.
- To find out whether the performance of the marketing decision support system enhances the marketing manufacturing organization.
1.4 Research Question
In order to get clearer picture and focus for this we can pose serious question necessary for the solution of the problem we have identified in section ½ above such question include these below.
- Why is marketing information system essential to business organization?
- Why do many business organization need marketing information system
- Is there no organization need marketing information system.
- Do marketers have information system and how efficient is their information system if there are.
1.5 Significant Of The Study
In every under taking there must be a purpose or target at which effort are geared to achieve or realize.
1.6 Scope Of The Study
The case study for this undertaking is restricted to Nigeria bottling company Plc Owerri office. The finding from the study of relevance of marketing information system (mkis) NBC Owerri will be used to generalize the effectiveness of marketing information system in both NBC branches nation wide and other organization making use of information system.
As the above statement indicate the entire study focuses in (NBC) as an instrument of the federal government in realizing it’s goals of making information.
1.7 Limitation Of The Study
In an undertaking of this nature it demands that alot of resources, time, energy, intellectual ability and carefulness should be expanded. There is no doubt that there should be limitation and obstacle looming largely ahead trying to prove insurmountable of all the limitation is time factor which tends to the most crucial in spite of the lengthy period allowed. the researcher lots of problem came in between to consume most of the time that would have been useful to the researcher. This ranges from time to financial resources limitations.
1.8 Operational Definition Of Terms
Is the identification and satisfaction of consumers needs and wants through exchange process.
Information is anything capable of affecting the uncertainty associated with a given situation
Objective are broad and qualitative statement about the organization performance.
A goal refers to the end toward which activity is aimed.
Data is simply defined as any figure, word, letter, charts or symbols that attempt to convey a condition, situation or idea.
An organization is a combination of people or individual effort, working together in order to achieve an organizational goal.
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How to nail it on the head during your project defence
You are through with writing that project. Now what?
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Prepare For The Questions:
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These tips are by no means exhaustive, but applying these tips will give you some necessary advantage you need for a great outcome. Of course that outcome would mean that you eventually earn all your points on this project.
The structure of a good project work
Undergraduate projects in Nigeria is a prerequisite for graduation amongst Nigerian tertiary students who will which to obtain bachelors degree in their respective courses of study such as accounting, banking and finance, business administration and a host of others. Writing an undergraduate project in Nigeria for final year students entails a lot both financially and otherwise. Being able to develop any final year project depends on getting a researchable topic whether it is Accounting Undergraduate project topics, Banking and Finance research topics or banking and finance project topics and materials and it all requires diligent hard work of students who are willing to develop best undergraduate projects in Nigeria and graduate in flying colors.
A typical Undergraduate project in Nigerian tertiary institutions can be said to be divided into five or six chapters depending on the format of the school and course of study which are
The introduction of an undergraduate project states the main research problem and research argument. What precisely the study is all about and why it is important. It looks at the originality of the research work and how it will fill the gap in other studies. Justification for a research undergraduate topic should not be lengthy before it has been explicitly stated.
Below are the contents in chapter one of an undergraduate research project which includes;
- Background of the study,
- Statement of the problem,
- Objectives or aims of the study,
- The research questions,
- Research hypothesis,
- Significance of the study,
- Scope of the study,
- Limitations of the study and
- Operational definition of terms.
2. Literature review
Literature review of any undergraduate research work, be it business administration project topics or Economics project topics just to mention a few is very critical to securing a high grade in one’s project work. The literature review of a research process uncovers what other writers have written about the student’s topic. A student’s undergraduate research work should include a discussion or review of what is known about the subject and how that knowledge was acquired. The review could conclude with a brief summary of the literature and its implications. The contents of the literature review are the theoretical review, conceptual framework, empirical review and summary of literature review.
3. Research Methodology
This section includes a description of the research methods used in the undergraduate research work such as the sample size, data collection methods, measurement instruments, research data analysis procedures and the population from which the sample was selected. This section also describes the method used in selecting the sample or samples, validation and reliability of the instruments used in the research work. There are different research statistical techniques used in undergraduate research work such as SPSS, e-views etc.
4. Results & Discussion
This section presents and discusses the data analysis results used in an undergraduate research work, the results of each analysis is being summarized, tabulated, and then discussed for each research question. Then for each research hypothesis, the statistical test of significance selected and applied to the data is briefly described, followed by a statement indicating whether the hypothesis was supported or not supported. In presenting the result analyses/summary in an undergraduate project tables and figures and or graph are used to add clarity to the presentation.
5. Summary, Conclusions And Recommendations
This section summarizes the findings of the study in an easy to understand manner. It also explains the practical implications of those findings, and points to recommended directions for future research in that area.
This is where every source cited in the undergraduate research work is being included. Every undergraduate research work must be properly referenced for its authenticity.
Choosing A Good Project / Research Topic
Students in Nigerian universities these days wish to choose a very simple project topic/material. There is no issue choosing a simple project topic; the only problem is your ability to choose a good project or research topic that your supervisor will easily approve for you.
Most project supervisors really want to see how good his or her project student understands his or her surrounding through the kind of topic he or she chooses for their project work.
There are some project topic that are not reject-able; for instance in Nigeria of today; what do you think is the major issue on ground now?
If a project student can choose or craft a topic on the effect of dollar increment on the economy of Nigeria. Such project topic will be very interesting to write on.
Now what are the qualities of a good project topic?
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What do I mean by variable?
Well I am deriving my point from the area of ; the variables here are those main words in the project topic.
Like the above project topic; the effect of dollar increment on the economy of Nigeria. You can see the main variables that really define this project topic are:dollar, increment and economy.
Before you present your topic to your project supervisor, first of all understand your project topic, and then secondly try to do some research for your topic to see if at least you can get up to 60% of what you need to write the complete project.
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