A STUDY ON MARKETING COMMUNICATION STRATEGIES TO SMALL AND MEDIUM ENTERPRISES IN NIGERIA

A STUDY ON MARKETING COMMUNICATION STRATEGIES TO SMALL AND MEDIUM ENTERPRISES IN NIGERIA

(A CASE STUDY OF YUTECO FOODS NIGERIA LIMITED, GBOKO)

ABSTRACT

This project is an attempt by the researcher in finding out the marketing communication strategies on small and medium enterprises, and at the same time, it’s important to business management. In addition, it also revered the related literature to study the need for marketing communication and its process and steps in planning marketing communication, with the selecting marketing communication tools is with the integrated approach and concept of marketing communication business managements. The researcher used the Chi-Square method and the results were discussed. Recommendations were also made accordingly.

CHAPTER ONE

INTRODUCTION

1.0     INTRODUCTION

There is need for greater and faster development of marketing communication in small and medium enterprises generally and YUTECO Foods Company Nigeria Limited in particular. However, unfortunately, this seems to be given little or no attention by a good number of companies because of unqualified managers. They see no need of devoting resources adequate to the ascertainment of communication as well as the feelings of customers. Exactly how potential buyers are informed the actual message communicated is one of the most subjective decisions. While message development can be the somewhat aided research, therefore all guarantee message strategies available for all offerings markets for organization each individual situation must determine whether the message is to be hand sell, fearful humorous information or whatever. It is the task of the marketing manager to manage the communication strategy most effectively. In doing some managers have at their disposal specific communication activities often called elements function tool task or the like.

These include advertising personal selling, sales promotion and publicity.

Collectively the activities are the marketing communication mice.

However, in the write-up the researcher hopes to devote much time on how market communication strategies are effective in small and medium enterprises taking YUTECO Foods Company Nigeria Limited, Gboko as a case study.

1.1     BACKGROUND INFORMATION OF THE STUDY

At one time, there were as such things as small enterprises. Its unit the blacksmith, stone mansions, carpenters and the tailor know that is worthwhile to start this business. They were in a position to discuss the size, design, shape and colour, price of the goods they made with the customers with little or no marketing communication strategies.

Small and medium enterprise existed in Africa before the advent of industrial revolution. At this time, many producers knew that devoting time and resources they had for marketing communication will lead to wastage. They focused on ever-increased production to meet the faster demand. However, industrial revolution has changed the situation and therefore, necessitating marketing communication in small and medium enterprises. Meanwhile, there is a high production organization to sustain in the global market; it is a task of small and medium enterprises managers to know that the scientific approach which had brought revolution in production needed devising ways and means of creating and maintaining new markets to absorb the output.

1.2     STATEMENT OF THE RESEARCH PROBLEM

In the marketing communication, there are many hurdles in the routes prohibiting the process. It is assumed that more than half percent of small and medium enterprises managers are not acquainted with the hurdles and therefore, make their communication strategies to fail leading to a general failure of the organization it is probably no surprise that managers site the communication breakdown as one of their most important problems. The first set of communication barriers of many enterprises focuses on the sender, the second n the transmission  (transmitters) of the message and third on the target audience (receiver) despite the fact that an organization may experience declining patronage and utilization of its resources, its communication is not put in place. Setting objectives becomes separated from the realization of such objectives possible because of inability to handle marketing communication rightfully.

1.3     OBJECTIVES OF THE STUDY

1. To ascertain for communication programmes depends on the overall offering marketing strategies of YUTECO foods Nigeria Limited.
2. To evaluate the various process of marketing communication process.
3. To verify if the company’s marketing manager plan for good communication process to help their customers about product and the development of the company.
4. To identify those things considered by marketing managers as not likely to move communication forward.
5. To finally identify the cost involved in communication with those in the marketing programmes.

1.4     RESEARCH QUESTIONS

1. What is the relationship between marketing managers and their customers?
2. Are there any dividend resulting from the relationship of managers and customers?
3. Why many companies experience poor product patronage?
4. How does your marketing manager know the problem of customers?
5. How is your company making use of marketing communication?

1.5     SIGNIFICANCE OF STUDY

YUTECO foods Nigeria Limited is like any other enterprises or organizations have technical requirements that arise from its communication process. The accomplishment of this process requires certain tasks to be performed and managers or individuals of this section are assigned to perform these tasks. In addition, communication has become a day-to-day concern for small and medium enterprises because it indicates the overall performance of the firm or company products that are available for sales. In addition, it is the key that opens the door for marketers to do their business with the firm successfully.

1.6     SCOPE OF THE STUDY

YUTECO Foods Nigeria Limited like other companies invests heavily in both economic and human resources. Thus, there is the need to procure its marketing managers, develop his or her skills, and ability to do the job assigned and determines the manner and amount of compensations when this is done, the manager would naturally perform the job effectively since he has been properly placed, trained and compensated.

It is not enough that if one is able to work, one must be willing to carry the job assigned to.

This study is important on the following grounds with effective marketing techniques; changes in the marketing communication can be affected in favour of the marketers for small and medium enterprises and YUTECO in particular. This study does not limit to the marketers, it is important also to researchers as its first shall be an effective implementation of its programmes. National diploma students and all undergraduates who may want to know much about marketing communication can help them with this work that will be useful to tutor; lecturers who have the knowledge may serve as a weapon to defend their challenges. Researchers who want to carry out research in marketing communication may benefit the validity of marketing as defined by institute of marketing (1995) is the management functions which organizes and direct all those business activities involved in assessing and converting customers purchasing power into effective demand for a specific product or service to the final consumers so as to achieve profit target or other objectives of the company.

1.7     LIMITATIONS OF THE STUDY

Since no task can be undertaken without encountering some difficulties, this study faced many obstacles among them are:

1. Finance was a problem. The researcher did not have enough money to carryout research in marketing department of all the small and medium enterprises within and outside Benue State.
2. Time given for this research work is not as enough as the researcher could not combine the research with his regular programme at the institution.
3. The researcher found it difficult to make a comprehensive research report due to inadequate facilities to carry the task.

1.8     RESEARCH  HYPOTHESIS

The reason for the research hypothesis is to provide the researcher with a yardstick of measure inference about research question.

HYPOTHESIS ONE

H0: There is no significant relationship between marketing manager and their customers.

HI: There is significant relationship between marketing manager and their customers.

 HYPOTHESIS TWO

H0: There is no significant difference on how companies make use of marketing communication.

HI: There is significant difference on how companies make use of marketing communication.

1.9     DEFINITION OF TERMS

COMMUNICATION: There oxford advanced learners dictionary define communication as the activities or process of expressing idea and feelings or of giving people information. In another way round, communication is defined as the process by which information is exchanged and understood by two or more people, usually with the intensions to motivate or influence decisions or behavior.

STRATEGY: McCarthy said strategy is the determination of basic long terms goals and objectives of an organization and adoption of courses of action and allocation of resources necessary to carry out these goals.

In essence, strategy is a plan that is intended to achieve a particular purpose.

MARKETING MIX: The term marketing mix is the careful and calculated blending of the elements of production planning, physical distribution (place) strategy, promotion and price to meet the requirements of a specific market. (David Lornem) (1996). In other words, it refers to the apportionment and combination, design, integration of elements of marketing programmes that forms the basics of appraisal of the marketing forces that will best achieve given objectives of enterprise in a given period of time as it is put by Stanton W.J (1981).

PRODUCT: Philip Kotler, who defined product in the principles of marketing as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a particular need.

PRICE: This is the amount of money that has to be paid for a commodity or services. It is simply an offer, a suggestion or an experience to test the pulse of the market.

MARKETING COMMUNICATION: This is a process by which information about an organization and its offerings are disseminated to selected markets.