Академический Документы
Профессиональный Документы
Культура Документы
IN BUSINESS ORGANISATION
(A CASE STUDY OF GOKING INTERNATIONAL LIMITED EFFURUN)
BY
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CERTIFICATION
This is to certify that this project work was carried out by PATIENCE
Business Studies. Akwa Ibom State Polytechnic. Ikot Asurua, Ikot Ekpene.
.. .
Project Supervisor Centre Coordinator
... .
Date Date
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DEDICATION
This research work is dedicated to the Almighty God for seeing me through
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ACKNOWLEDGEMENT
First and foremost I give thank to our most high GOD for giving me the
I cannot the contribution and enthusiastic support of Mr. and Mrs. Johnson
Okieriete Esenekife, the last but not the list, my one and only husband Mr.
A. Onogwavbere. May the Almighty God reward you all for your advice,
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ABSTRACT
Our true challenge today is not debts and deficits, but the dynamic global
bring a feeling that we are part of the moving trend that runs the market
sector.
Hence, this research work has been carried out systematically and
This study was carried out so show the need of promotion as a means of
confronting the activities and the work consist of five chapters. Chapter one
study, four is data presentation and analysis and finally the five chapter is
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In carrying out the investigation, number of questionnaires designed for
in Nigeria were gathered, analysed and hypothesis was used to test the
question.
From the available information analysed, it was cleared that promotion has
organizations.
However, this study does not claim credit for exhaustively discussing the
absolute idea of promotion, hence it has included tort for further research.
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TABLE OF CONTENT
Title page - - - - - - - - -
Certification- - - - - - - - -
Dedication - - - - - - - - -
Acknowledgement - - - - - - - -
Abstract - - - - - - - - -
1.4 Hypothesis - - - - - - - -
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CHAPTER TWO-LITERATURE REVIEW
3.2 Population
3.3 Instrumentation
4.2 Analysis
RECOMMENDATION
5.2 Conclusion
5.3 Recommendation
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References
Appendix 1
Appendix 11
Appendix 111
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CHAPTER ONE
INTRODUCTION
is an intricate web of life, people are intrinsic part of it. The marketing
operation is vital.
Thus, this profound statement above amplifies that need for promoting
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explosion of new technologies that are giving consumers a greater
Hence, this project work is aim at showing the effect of promotion and
Limited, Effurun
For example, Mezda company, which deals with cars and trucks in the
decades of 80s and 90s excelled very well in sales. The sold nearly
four thousand cars (400,000) per year in the United State. But in the
mid 90s, the company fell back due to lack of focus in its marketing
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and promotional mix, such as advertising. From 1994 to 1997,
market.
However, mazda car and truck business was give to new agency.
W.B. Donor and Co. now known as Donor. Their new agency then
driver, thereby setting its vehicle apart from other cars in the
in the 4th quarter of 1998 and nearly 20 percent in 1999. Mazda was
once again on the move for its positive and advance image as a result
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of new strategies in marking implemented. Mazda Get moving
strategy.
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mix. These intermediaries in turn must use promotion to reach their
customers- therefore, arose the effect of promotion to marketing
strategies.
1.4 HYPOTHESIS
In this research finding, there is no significant relationship between
promotion and marketing strategies.
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1.6 SIGNIFICANT OF STUDY
This research will be of great interest and benefit to the following:
1. the manager of Goking International Limited, Effurun, Warri.
2. producer, intermediaries, as well as management,
organizations/firms.
3. the students of marketing and business administration.
4. likewise to aspiring businessmen and entrepreneur.
5. the diverse group of people and the dynamic marketing partners
as well as the society at large. The diversified group of people
above, must know how to adapt to the marketing strategies,
new technologies etc.
Marketing need a broad range of skills in order to build profitable
relationships with customers as well as satisfy their needs in the global
competitive environment.
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1. PROMOTION: to boost the sales of product or service
rendered through sales promotion, advertising, personal selling,
direct marketing and publicity and public relation.
2. PROMOTION MIX: an organizations total promotional
effects including personal selling, advertising etc. the
promotional mix attempt to attain integrated marketing
communications.
3. PROMOTIONAL PRICING: temporarily setting the price of
product below least price and sometimes even below cost price
to increase sales in short term.
4. PROMOTERS: a person involved insetting up and preparing,
finding customers, raising subscription for the
organization/firm. The promoters in a position of trust with
regards to the new company/companies and may not make
undisclosed profit or benefit at its expense.
5. MARKETING STRATEGY: a plan identifying what
marketing goals and objectives will be implemented in selling
its product and how the objectives can be achieved.
6. MARKETING WEBSITE: this is a site designed to handle
interactive communication initiated by the company with
consumers for the purpose of moving them closer to a purchase.
7. STRATEGIC PLAN: a plan describing how a firm will adapt
to take advantage of opportunities in its constantly changing
environment so as to maintain the firms goals and capabilities
in the market sector.
8. BME (BUSINESS MARKETING INTELIGENCE): this is
gathering, analyzing and interpreting relevant internal and
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external marketing information, it enables a firm to learn,
understand and deal or cope with new challenges future
oriented for success in global world.
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CHAPTER TWO
LITERATURE REVIEW
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Target
For a firms promotion to be effective, its promotion objectives must be clearing defined
because the right promotion mix depends on what the firm or organization wandts to
accomplish. Promotion also requires effective communication.
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PERSONAL SELLING (Flexibility is its strength)
Personal selling is the most effective tool at the later stages of the buing process. A form
of person-to person, face-to-face communication between seller and prospective or
potential buyers so as to inform build up buyer preference, persuade to purchase the
companys product or services. However, it is the final element of an organizations
promotional mix.
ADVERTISING
Advertising is defined as any paid from of non-personal communication of an
organization, product, idea or services by an identified sponsored. Scoth Ogini (2006).
The paid aspect of the definition means that the space or time for an advertising message
must be bought or paid for except PSA (public service announcement whose advertising
time or space is donated by the media. The non personal means of advertising which
involves mass media e.g. T.V, radio, magazine and newspapers that passes information to
a large number of persons at the same times.
Due to advertising many forms and usages, it is difficult to make generation.
Nevertheless, it has the following qualities or uniqueness.
i. Public presentation: its public nature legitimizes the product or services and gives
a standardized offer.
ii. Pervasiveness: permits repetition of a message or information many a time.
Advertising allows buyers to receive and compare the messages of various
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competitors. For instance, large advertising conveys positive information about
the sellers size, power and success.
iii. Amplified expressiveness: advertising provides opportunities for dramatizing the
company and its products through the artful use of print, sound and colour.
iv. Impersonality: it is a monologue in front of, not a dialogue with the audience,
hence the audience may feel obligated to pay attention or respond to it but it thus
build up a long-term image for a product or trigger quick sales.
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(publicity is free) like advert, it is no personal communication to a mass audience but it is
not directly paid for by the company. The information publicized is carried out through
the use of newspapers, press conference, articles, films and editor who determine the
nature of the massage. The information passed could be negative or positive since it is not
under the control of the organization. An advantage of publicity is that it is highly
credible or crediblicity. The stories and features are more authentic and credible to reader
than advert.
Another advantages is its low cost. Since the company does not pay for its except the
information is favourable and the company now decide to develop it by appointing a
public relation officers which may incur some cast.
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CONSUMER ORIENTED: is targeted to the ultimate uses of a product or services,
which includes couponing premiums, consumer rebates sampling, pens and calendar and
free T-shirts and cap, instore demonsration etc. and this encourages consumers purchase
items immediately and stimulates short-term sales.
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2.4 THE ROLES OF PROMOTION
The role of promotion in the marketing function is to convey news, to tell
customers about the benefits of the products. Promotion helps to achieve the
organizations objectives of targeted market strategies. Added to promotion is
marketing function. Companies ranges from large multinational corporatins to
small retailers increasingly rely on promotion to help them market product and
services. Promotion facilitates the sales of product, goods and services. An
indispensable tool for creating and exploiting differences that is for positioning,
such as persuading, assuring or convincing and reminding the targeted audience
that the promotional mix activities differs substantially from its competitors.
In organizing the various promotional mic, the marketer should decide on which
form of promotion to use, how to combine them so as to achieve the
organizations marketing objectives. The manager must reason on what
percentage of the budget to allocate to the choice of promotional mix decided on.
In developing and managing of promotional mix, the following should be
considered by:
i. Type of product
ii. The target marketer
iii. Buyers decision process
iv. Stage of product life cycle.
v. Channels of distribution.
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2.6 THE PROMOTIONAL PLANNING PROCESS
A key success to any business function is planning. Planning is fundamental for
effective promotion process or role. Promotion is not the straightforward activity
that in a grossly over communicated society, the process is more complex. Setting
reasonable, achievable objectives then is the first and most important step in the
promotion plan. All other plans flow naturally form this producing an effective
marketing plan that will give an organization competitive advantage and it
requires knowledge, skill intellect and creatively and above all, time. Promotion
planers must have business marketing intelligence (BMI) because it likes an
organization to its external environment, thereby enabling management to develop
informed and rational decisions about markets, competitors and strategy. BMI is
defined as the collection, analysis and interpretation of relevant internal and
external marketing information. It is a process that makes it possible for firms or
organization to learn, understand and deal with new challenges. MBI is a future
oriented activity that helps organization cope in the market environment. It
includes all ways and use information.
Today marketing intelligence tends to create changes in the global market world;
hence it is essential for a promotional planner in planning process. A rational
marketer must design a promotional planning process, if possible may sometimes
re-evaluate the planning process to measures the progress and effectiveness of the
programmes develop, implemented in marketing corrections for adjustment with
regards to the promotional function of marketing strategies. Promotional planners
must decide on specific role, elements of promotional mix develop strategies for
each elements and plan as well as implement. In addition, the market plan of an
organization should be written document that describes the overall marketing
strategy to reach the target audience. Infact, promotional plan is an integral part of
the marketing strategy. (Susan Tyler Eastman, Douglas A. Ferguson and Robert A.
Klen (1999)
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2.7 DEVELOPING PROMOTIONAL STRATEGIES
Besides the promotional plan process, developing promotional strategies and
activites play a pivotal role in market channel. These activities include advertising, sale
promotion, and personal selling effort e.t.c which is directed towards influencing and
stimulating consumer behaviour or end-user purchases, thereby having a programme to
motivate channel members. And the fundamental strategy decision is a push versus a
pull promotional strategy. A push strategy is a programme designed and focuses
manufacturer promotional efforts on the members of distribution channel itself rather
than the final user using trade advertising and allowances, trade promotions, and personal
selling to stock manufacturers products and promote them to final user. The goal of lthe
push strategy is the product to re-sellers or trades, selling and promoting the items
through the channels of middlemen. It aims at convincing resellers that push the products
to their customers and make profit on it.
On the other hand, a pull strategy is to appetiz buyer or customers demand for a
product or services by professional effort that are aimed at the ultimate customer or
industrial user. The pull promotional strategies goal is to imbues or create demand of
the product or service on the customer at a level and encourage them to request for
the product or service form the retailers, whole sellers or distributors and the
middlemen will thus be compelled to stock the products or renders services in
accordance to their respective assortments. More so, push strategy uses advertising
and consumer promotion element however, the push or pull promotional strategies to
be use depends on the companys choice base on its number of factors which
includes:
i. Companys relation with trade
ii. Promotional budget
iii. Demand for the firms product or services rendered
Company that has favourable relation or channel relationship may prefer a push strategy
while that which has a favourable demand out look for product or service swill prefer a
pull strategy. But combination of a push and pull strategies in more beneficial and
appropriate. (George E. belch and Michael A. Belch (2001).
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CAPTER THREE\
METHODLOGY
This chapter describes the research design, population of the study, sample and sampling
techniques, instrumentation, validity and reliability of the instruments method of data
collection and method of data analysis.
3.2 POPULATION
The population of Goking International Limited comprised at fifty staff taken as a
case study for this research work.
3.3 INSTRUMENTATION
The instrument used for the study is the questionnaire titled effect of promotion
in marketing strategy of business organization. The questionnaire is meant for
manager, customers, promoters and distributors to get information from them on
promotion and its effect on business whether it is positive or negative.
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published materials, textbooks, from libraries, dictionaries, magazines, and
television news.
Fo = Frequency observed
Fe = Frequency expected
X2 = (fo Fe) 2
Fe
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CHAPTER FOUR
DATA PRESNTATION, ANALYSIS AND
INTERPRETATION.
4.2 ANALYSIS
The researcher administered a total of 120 questionnaires of various respondents
out of which only 100 questionnaires were retrieved from the respondent. Hence
this chapter deals with the analysis of responses received from answered
questionnaire from manager, promoters/distributors and customers using the chi-
square statistical formula/ method.
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Table 1
Response on the effect of promotion in marketing strategies of sales.
Fe = RT X CT
OT
OT = Overall total.
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R11 20 20.35 -0.35 0.1225 10
R12 17 16.65 0.35 0.1225 10
R21 25 22 3 9 0.4
R22 15 18 -3 9 0.5
R31 10 12.65 -2.65 7.0225 0.6
R32 13 10.35 2.65 7.0225 0.7
FE (FO-FE)2 (FO-FE)2
= 100 = 32.29 FE
= 22.2
Expected frequency = RT X CT
Overall Total
R11 = 37 x 55
100 =20.35
R12 = 37 x45
100 =16.65
R21 = 40 x 55
100 =22
R22 = 40 x 55
100 =18
R31 = 23 x 55
100 =12.65
R32 = 23 x45
100 =10.35
X2 = 22.2
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Significant level 5% = 0.5
X2 = 0.95
DF = columns (C 1) (R 1)
Where DF = Degree of freedom
R 1 = number of row 1
C 1 = Number of column 1
DF = (C 1) (r 1)
(2 1) (3 1)
1 2
= 1 x 2 =2
Using level of significant to get the table values 500.05
0.05
0.45 under 2
X2 = 6.992
0.95
Therefore, calculated value = 22.2, while table or critical values form table = 6.992.
PRESENTATION OF RESULTS
From the calculation above, using the chi-square statistical method, we presented two
values known as:
a. The calculation value =22.2
b. The table/critical value = 6.992
Definitely, it is noted if calculation values is equal or greater than the table values; we
reject the Null hypothesis and accept the alternate hypothesis. However, if the calculation
vaues is less than the table values, we accept the Null hypothesis. Therefore,snce the
calculated value is greater than the table, we can thus reject the Null hypothesis.
Conclusively it can be deduced from the hypothesis testing that promotion as well as
promoters have greater effect in marketing strategies of business organization, that is
promotion and promoters have great effect in marketing strategies of sales.
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CHPTER FIVE
SUMMARY, CONCLUSION AND RECOMMONDATIION
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The aims of this study is to design the overall analysis of promotion and its effect
in the dynamic marketing strategies in business organization of Nigeria. Hence, the
information necessary to address the study were collected, and analyzed and from the
analysis, set of relation findings were brought to tight among which the following points
saliently stood out;
i. The study reveals that promotion has great effect in pushing products and services
down the channel to lthe final users.
ii. Promotion is an essential tool in satisfying the need and wants of the competitive
industry.
iii. Promotion through its promotional mix such as advertising helps in creating
awareness that company exist and serves as a medium of communication between
the company and prospects to sell product or render service of the organization.
iv. During the research visits to Goking International Limited, the researcher
observed that the companys impact on the promoters and workers is vice-versa, if
the promoters and workers are given incentive they tend to put in their best, which
is to the benefit of the company.
v. The researchers study also reveals that promotion is increasingly relied on by
companies ranging from large Multinational Corporation to small retailers to help
market their products and services.
Above all, the study reveals that the ultimate object of promotion is to affect
customers /consumers behavour and promotion promoters marketing of products
and service.
5.2 CONCLUSION
Categorically speaking from the finding it is obvious that promotion has
powerfull influence in marketing strategies of products and services rendered in
business organization. Although it would be misleading to think of promotion
simply as a form of marketing communication, promotion does have a
fundamental role to play in communicating effectiveness with the market place or
environment. Communicating requires the marketer to use promotional mix that
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fits logically into strategy being developed and the tight message selected an
appropriated media and target the campaign to satisty a particular target market,
In implementing and reaching the above conclusion, chapter one of the project
states the problem and effect of promotion as well as previous experience of
industrial along the modern day dynamic market industries for remarkable
success.
Chapter two, which is the literature review, discusses in detail what promotion
entails, its impact in the market environment relating to the research work
textbooks.
Thus chapter three talks about the method of data collection chosen, while chapter
four is interpretation using chi-square method to prove the importance of
promotion and promoters in marketing strategies of business orgainsation. The
researcher therefore, concludes that promotion has greater/powerful influence in
marketing
5.3 RECOMMENDATION
In the light of the above findings and the effect of promotion identified in chapter
two this investigation study, the researcher put forward the following
recommendations.
i. In order to take advantage of the competitive industries, the company
should improve in her rendering of goods and service for a high quality
since high quality goods and services result to a high finished goods and
service to customers satisfaction.
ii. The company should endeavour to send her porters and on regular training
for them to develop the right and new techniques, rapid growth of the
global market to enable them improve the quality of services rendered.
iii. The company should give positive impact on promoters and workers and
vice-versa. They should give incentives to the workers.
iv. Above all. Goking International Limited should continue using all the
various promotional tools in creating awareness that company exist, since
promotion is move flexible when it comes to targeting the market and
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promotion have the ability to communicate different messages to different
customers groups, perhaps through the offer of a variety of prices in a
competitive or through customized electromic catalogues held on
computer disc being sent to different types of customers and directing
response orientation.\
REFERENCES
1. F. O Egboro J. O Nomuoja (2006) Business Research Methodology.
2. Gorege E. Belch and Michael A. Belch (2001) Advertising and Promotion, Fifth
Edition.
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3. Jerome Mccarthy e. And William d. Perreault Jr (1990) Lecture Guide to Coming
Basic Marketing Tenth Edition.
4. Kolterand Armstrong, (1991) Principles of Marketing Tenth Edition.
5. Michael j. Baker, (1991) International Encyclopedia of Business Management
Encyclopedia of Marketing.
6. Robert Duyer F. And john F. Tanner Jr (1976) Business Marketing.
7. Scoth Ogini (2006) Marketing lecture note, delta state Polytechnic, Otefe-Oghara.
8. Susan Tyler Eastman, Douglas a. Ferguson and Robert a. Klen (1999) promotion
and Marketing for Broadcasting and Cable Third Edition.
9. William D. Perreault, E. Jerome McCarthy, Steve Parkison and Kate Stewart,
(2000), Basic Marketing European Edition.
APPENDIX 1
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School of business studies,
Department of business administration,
Delta state polytechnic,
Otefe-Oghara,
Delta State.
Dear sir/madam,
I assure you that whatever information given will be held in strict confidence and used
purely for the research purpose.
Yours faithfully,
APPENDIX 11
Dear sir,
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I shall be grateful if you will spare some minutes to anser the question under listed
questionnaire. Your response will be confidentially treated.
Please tick ( ) in the box provided and write out your answers where necessary.
2. Sex: Male ()
Female ()
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(A) Advertising ( ) ( ) Personal Selling (C) Direct Marketing (D) Publicity And
Public Relation (E) Sales Promotion (F) All Of The Above.
6. which class of people is the service promotion affect designed to appeal to?
(a) high income earners ()
(b) medium income earner ()
lower income earners ()
7. what is the media used to advertise your service?
(a) T.V (b) Radio (c) newspaper (d) All of the above
8. What are the roles of promotion in the promotion of marketing strategies?
9. what is the contribution of the workers in promotion of marketing strategies?
10. what is the contribution of the workers in promotion of marketing strategies?
11. what impact does the company have on the promotion as well as workers with
regards to promotion?.
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