APPLICATION OF MARKETING CONTROL TECHNIQUES IN MANUFACTURING FIRMS IN ENUGU L.G.A OF ENUGU STATE
(A CASE STUDY OF EMENITE LIMITED EMENE ENUGU STATE)
ABSTRACT
The topics of this research work are the application of
marketing control techniques in manufacturing firms in Enugu east local
government: A case study of Emenite Limited Emene Enugu. In order to peruse
this investigation property, the following research objectives were formulated
namely: To investigate to what extent manufacturing firms have form a plans for
their activities. To determine whether the application of marketing control has
any effect on the achievement of the corporate goals and objectives of their organizations.
To find out the specific areas where the application off marketing control are
necessary, etc. The researcher adopted the survey technical in carrying out
this research work. A total number of one hundred and eighty (180) respondents
formed the population of this study. This number was however statistically
reduced to a sample of one hundred and twenty four (124) respondents using the
Yaro Yamane sample size formula. The data were gathered mainly through
questionnaires, interviews and direct observation. A total number of one
hundred and twenty four (124) questionnaires were printed and distributed to
the selected respondent but only one hundred and two (102) of such
questionnaires were properly filled and returned and final analysis was based on
this figure. To analyze data collected, the researcher made use of simple
percentage as well as tables. Based on the analysis, the researcher discovered
among other that: Apart from the other control, techniques, sales analysis,
market share analysis, marketing audit and profitability checks are the most
frequently used techniques in Emenite Limited Enugu. The Female workers at
Emenite Limited is fewer in number than the male counterparts. This should be
employed. Emenite Limited does not sell their product to customers directly but
make use of middlemen in the distribution of their products, etc. Based on
these findings, the researchers recommended among other that Emenite limited
should Endeavour to sustain its current effort to apply marketing control system
in their operations. Apart from the techniques. Listed above, the company
should try new ones like ratio analysis, sales variance, etc. Emenite should
revisit their employment policy to create room for more woman to be employed.
Emenite should open an avenue for customer to buy some of their products
directly. Conclusively, the importance of applying marketing controls in
manufacturing firm cannot be overemphasized; and the goals of the company will
be achieved if the recommendations made are utilized.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Marketing plays a dominant role in the successful management
of business in the world of Drucker [1973; 9] business enterprises have two
basic functions, marketing and innovation. Only marketing and invocation produce
results; all the rest are cost. Marketing as the only revenue generating
functions; must make plan attempts to implement and control such plans to the
extent that its objectives are achieved.
Developing good strategies and tactics, after analysis the marketing
environment are only the beginning toward the successful managing of the
marketing efforts, usually surprise occurs during the implementation of
marketing department therefore must engage in marketing control system and
essential in making sure that the company operate efficiency and effectively.
As a plan implementation and control are related. All resource available to any
business whether human or otherwise must be mobilized into a daily; monthly,
yearly and even annual activities that will cause the strategic plan to work
well. Management should develop its basics control process along the following
step as suggested by Koontz and Weihrich [1988; 540].
-establishing standard
-measurement of performance and
-correct of deviations
Standards may be in the form of short term goal and long term
objectives which should be measured against actual result and corrective action
should be taken when necessary. When actual performances deviates greatly from
annual plans, the corrective plans may be to adjust objectives and long term
objectives which should be measured against actual result and corrective
actions. Would be taken when necessary. Where actual performance deviates
greatly from annual plans, the corrective action may be to adjust objectives
and goals by making them realistic and attainable.
A number of techniques have been developed overtime and these
are readily used in marketing management across the globe kotler [1980;640-644]
broadly classified marketing control process into four categories namely;
1. Annual plan control; sales analysis; marketing ratio
analysis; market share analysis and consumer attitude tracking.
2. Profitability control; consisting of effort to determining
profitability of different products, territories, trade channel and consumer
groups.
3. Efficiency control; means determining more efficient ways
of managing sales force advertising, sales promotion and distribution.
4. Strategies control; consists of efforts aimed at
periodically examine whether a company basics strategratics marched to its
opportunities.
Marketing control techniques as a component of the marketing
information system must be able to provide information to management about
performance. Interestingly, a good management will like to know which product
sales and highest and why, whether the product is profitable; what is selling
and at what cost. very often; the traditional accounting report are usually of
little help to the manager ;a company account might be showing an overall
profit arising from the business. Without specifying which of the centre is
doing very fine and which is not?
A detailed breakdown of firm’s sales records can be very
useful and informative such breakdown can update marketing executives who have
been out of touch. Additionally, routine sales analysis prepared weekly;
monthly or even yearly may show trend thus permitting marketing executing to
check their basics assumptions about performances, [kotler1986].
1.2 STATEMENT OF THE STUDY
The important of marketing control techniques in the
efficient management of companies cannot be over stressed.
Thus in the word of Mocker [1972:2] marketing or management
control is a systematic effort to set performances standard with planning
objectives, to design information feedback system, to compare actual
performances with those per-determined standard, to determine whether there are
deviation and to measure their significance, and also to take any action
necessary to ensure that all corporate resources are being used in the most
effective and efficient way possible in achieving corporate objectives.
This view was also supported by Udeagha (1999:281) when he
defined management control as consisting all the measures undertaken by an
organization to measure performances against standard to ensure that the
planned organization activities objectives and goal are achieved.
Notwithstanding the positive views; expressed by these two
authors above, evidences abound that most of the companies do not apply
marketing control in their day to day operations.
This view was expressed when Kotler (1980:729) argued that in
spite of the need for effective marketing control; many companies have
inaugurate control procedures. He recent further to argue that many companies
fall to compare them price with competition to analysis warehousing and
distribution costs, to analysis the cause of returned merchandize, to conduct
formal evaluation of advertising effectiveness, and to review their
sales-forces reports.
The negative attitude of some companies towards the
application of marketing techniques control for their operations as pointed in
one of the major factors that stimulated to researcher to embark on this study.
The ideas was to find out whether Enemite Limited as a roofing sheet
manufacturing company based in Enugu applies the concept of marketing control
in its operation and the findings of the study to make some recommendations.
1.3 OBJECTIVES OF THE STUDY
The researcher work was embarked upon to achieve the
following objective
i. To investigate to what extent manufacturing firm time
formal plans for their activities.
ii. To determine whether the application of marketing control
has any effect on the achievement of the corporate goals and objectives of
their organization
iii. To find out the specific area where the application of
marketing control are necessary.
iv. To determine the various marketing control techniques
available in their company.
v. To determine whether the application of marketing control
techniques enhance a firm’s competitive position.
vi. To ascertain the most frequently used marketing control
techniques among manufacturing firms.
vii. To make recommendation based on the findings of the
researcher work that will ensure improved productivity and efficiency.
1.4 RESEARCH QUESTIONS
The following research question is formulated by the
researcher in line with the objective of the study. The researcher questions
includes
1. To what extent has manufacturing firm made formals plans
for the activities?
2. What effect has the application of the marketing control
on the achievement of the corporate goals and objectives of the manufacturing
firm?
3. In what specific areas do your companies apply marketing
control?
4. What are various techniques used by the manufacturing firm
in the marketing control activities?
5. In what ways can the application of marketing control
techniques enhance a firms in the manufacturing firms?
6. What are the most frequently used marketing control
techniques used by the manufacturing firms
1. 5 SIGNIFICANCES OF THE STUDY
The main purposes of this study is to investigate the
application of marketing control techniques in manufacturing firms in Enugu
east local government area and determine whether it’s one is prevalent among
firms.
The study will also attempt to find out it control techniques
which will be made between the firms based on their types and size defined by
the annual sale level or turnover. Information generated in this study will be
immensely helpful to marketing executives of Emenite Limited Enugu in the control
of marketing programmers in terms of sales goal and objectives, cost and the
exploitation of opportunities available, marketing manager should be able to
check their basics assumptions about performance.
Furthermore marketing manager will be in a position to
determine problems area which would have been submerged and this proffer
solution that will improve performances. It will also benefit the researcher as
it is a partial fulfillment for the award of an ordinary b.sc degree in the
field of study. It has also added to the existing literature in the field.
1.6 SCOPE OF THE STUDY
The scope of the study is the research boundary emphasis is
laid on the application of marketing control techniques in manufacturing firms
in Enugu east local government area with a view of finding out how this concept
has been applied’ it has on productivity. And so on. The scope of the study is
limited to manufacturing firms in Enugu east local government area; especially
Emenite Limited a leading roofing sheet in manufacturing firms.
1. 7 LIMITATION OF THE STUDY
Hardly would a research study be concluded without the
constraints in a country such as our where bureaucracy and redtaplism act as
constraints in the flow of information, and where there is inaccuracy of
constraint related to the data system would includes
– Low quality data and inadequate recording devices
– Lack of standardization in data recording and formats
– Lack of incentives and motivations
– Budgetary limitation
– Privacy of information consideration
– Inadequate data collection and handling procedures.
REFERENCE
Drucker P. [1973], Management Tasks, Responsibility And
Practices, New York; Harper Row
Koontz, H.And Weihrich,N [1988], Management,9th Edition,
Singapore Mc Graw Hill Book Company
Mocker,J.R [1972], The Management Control Process, Englewood,
New Jersey USA; Prentice Hall Inc.
Onyeke, J.K [1999] Industrial Marketing; An Integrated
Approach; Enugu Lane Publishers
Udeagha, A.O [1999] Principle And Processes Of Marketing, 2nd
Edition ,Enugu Nigeria; James Enterprises.
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