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EFFECT OF MARKETING STRATEGY ON THE PERFORMANCE OF AN ORGANISATION

CHAPTER ONE

INTRODUCTION

1.1   Background to the study

The current globalization market has made companies to see the internationalization of their activities as a way to remain competitive. Marketing strategy has become important tool globally for any organization to remain in competitive market environment and was stronger. Aremu and Lawal (2012) sees strategy as a pattern ofresource allocation decisions made throughout an organization.This encapsulates both desired goals and beliefs about what areacceptable and most critically unacceptable means for achievingthem. Aremu and Lawal, (2012) say that strategy implies that the analysis of the market and itsenvironment, customer buying behaviour, competitive activitiesand the need and capabilities of marketing intermediaries. Marketing strategy therefore, can be defined as a method by which a firm attempts to reach its target markets. Marketing strategy starts with market research, in which needs and attitudes and competitors' products are assessed and continuesthrough into advertising, promotion, distribution and where applicable, customer servicing, packaging, sales and distribution.

Marketing strategy must focus on delivering greater value to customers and the firm at a lower cost (Chiliyaet al, 2015). Owomoyelaet al, (2013) also see marketing strategy as way of providing a quality product that satisfies customer needs, offering affordable price and engaging in wider distribution and back it up with effective promotion strategy. Marketing strategy is a vital prerequisite of Industry's ability to strengthen its market share and minimize the impact of the competition. Small and medium enterprises (SMEs) are the engine of economy growth and development globally, Nigeria inclusive. By their very nature, SMEs constitute the most viable and veritable vehicle for self-sustaining industrial development (Oyebamiji, kareem and Ayeni. 2013).SMEs in developing countries, like Nigeria are struggling to survive under intense competitive environments both domestic and international. Oyebamiji, kareem and Ayeni (2013) discover that Small and Medium Enterprises (SMEs) in Nigeria have not performed creditably well and hence have not played the expected vital and vibrant role in the economic growth and development of Nigeria. They note that the situation has been of great concern to the government, citizenry, operators, and practitioners. These challenges could be as a result of perceived ineffective marketing strategy which is having negative effect on the organization‟s performance, product quality, customer satisfaction and profitability. Small and medium enterprises (SMEs) operators need to provide a quality product with good packaging that satisfies customer needs, offering affordable price and engaging in wider distribution and back itup with effective promotion strategy in order to survive the pressure from global market competitive environmentIn Nigeria where the importance of marketing is yet to be fully appreciated, people talk of marketing their product as if they are referring to our problem.A successful marketing operation must rest a carefully though and plan.The strategy aspect of the plan should be based on what was known of the enemy’s strength and positioning the physical characteristic of the battle ground, the financially of hostile sentiment of those who occupied the territory, and of course, the strength and character of the resource available to the commander.In this business organization, these is safety on activity where element of marketing and marketing strategies can not be traced. 

Marketers must therefore make the right decision about the four component of the marketing mix, price, product, place and promotion.  These key components must be co-ordinated and more into a unified effective strategy if their product must reform well in the market.  The analogy of business strategies is direct and useful in business and in marketing, the terrain is the market place in particular and economic, potential, social and technological environment in general.  There source are personnel with wide – ranging skill and expertise as well as factories laboratories, transportation system, and financial resource and the corporation reputation.Moreover, the performance of the product depend largely on the post purchase satisfaction, whether they satisfied or dissatisfied with the purchase potential consumer expect to derive satisfaction from the product when compared with the ones they have previously used.Depending on the nature of business, strategy may have other dimension as well. At heart of any business strategy is a marketing strategy, business exist to deliver product to the markets to the extent that they serve this purpose well and efficiently they grow and profit.Expectation therefore play a major role in the reaction of the consumer towards a product, consumes base their expectation o in the information or message received from sellers, friends another source of information.All these are the marketing effort, the objective of organization has to be considered, particularly profit maximization.The conclusion strategies must reflect all aspect of market and above all, it must anticipate the action and reaction of competitors

1.2   STATEMENT OF THE PROBLEM

Firms annually spend hundreds of billions of dollars to implement their marketing strategy, and much headway has been made in explaining how these expenditures enhance brand performance over the short run (Bucklin and Gupta 1999).1 More recently, attention has been focused on thelonger-term effect of marketing strategy on brand performance, particularly with respect to price and promotion (e.g., Boulding, Lee, and Staelin 1994; Jedidi, Mela, and Gupta 1999; Nijs et al. 2011; Pauwels, Hanssens, and Siddarth 2002; Srinivasan et al. 2004; Steenkamp et al. 2015). Yet there has been little emphasis on the effects of product (e.g., line length) and place (e.g., distribution breadth) on brand performance. Accordingly, a critical question remains unanswered (Aaker 1991; Ailawadi, Lehman, and Neslin 2003; Yoo, Donthu, and Lee 2010): Which elements of the marketing mix are most critical in making brands successful? It is in view of the above that the researcher decide to investigate the effect of marketing strategies on the performance of Atman Ltd

1.3  OBJECTIVES OF THE STUDY

The objectives of the study include:

a. To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.

b. To investigate on the cause of poor sales of the product in the market

c. To determine whether the pricing method of Atman Ltd has helped to increase sales volume

d. To determine whether the quality of the product has helped to increase its sales

e. To determine whether distribution method of Atman Ltd has helped to ensure the availability of product in the market.

f. To determine whether the promotional strategies adopted by Atman Ltd has helped to increase sales volume

1.4  STATEMENT OF HYPOTHESIS

H0:the pricing method of Atman Ltd has not helped to increase sales volume

H1:the pricing method of Atman Ltd hashelped to increase sales volume

H0:The distribution method of Atman Ltd has not helped to ensure the availability of her product in the market

H2:The distribution method of Atman Ltd has helped to ensure the availability of her product in the market

1.5  SIGNIFICANCE OF THE STUDY

It can be seen from the problem stated that Atman Ltd major difficulties are identify with marketing.  It is hoped that the study will help the company to adopt better marketing strategies that will improve the overall marketing performance of the company’s products and help the company realize its business objectives.The recommendations made in this study if accepted and applied would provide initial step in major decision on the determination of the present marketing strategies that can be used to improve the performance of the product and also for victual expansion of the business activities.The study also will help the reader know that the success of a business depends on good marketing strategies so that it will promote good image for the company and increase their sales revenue.It will also widen the researcher knowledge about the various strategies available and how they can be applied to the company products to improve the performance of the business.Above all, the study will also help the people to know value of marketing strategies and how it can be used to attract new market customers form existing market

1.6  SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers effect of marketing strategies on performance of Atman Ltd Osogbo. In the cause of the study, there were some factors that limited the scope of the study;

a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study     

b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Organizational privacy: Limited Access to the management team makes it difficult to get all the necessary and required information concerning the activities

1.7  OPERATIONAL DEFINITION OF TERMS

Marketing: - A social and management process by which individual ad group obtains what they need and want through creating and exchanging product and value with other.

Market:The set of actual and potential buyer of a product.

Market Penetration:A strategy for company growth by increasing sales of current product to current market segment without changing the product in any way.

Positioning:the art of fitting to one or more segment of the broad market in such a way as to set it apart from competition and optimize opportunity for greater sales and profit.

Market challenge A runner – up firm in an industry that is fighting hard to increase it’s market share.

Market Strategy Development Designing our initial market strategy for a new product based on the product concept.

Market Leader The firms in an industry with the largest market share, it usually lead other firms in price changes, new product introduction, distribution coverage and promote spending

1.8  ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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