THE EFFECTIVENESS OF MARKETING PLANNING AND CONTROL IN A MANUFACTURING ORGANIZATION
ABSTRACT
Using ANAMMCO in Enugu as a case study, the researcher is driven to examine and gather more data on the efficacy of marketing planning and control in manufacturing organizations.
For a well-organized presentation, the researcher conducts a background investigation of the business, which enables the researcher to touch on some of the significant issues that the business has with its marketing strategy and control. For the purpose of gathering information about the population, the researcher also undertook a study of the population’s size and study area. The efficiency of marketing planning and control was the subject of a questionnaire employed by the researcher to ascertain the attitudes of customers and business workers. The manner the questionnaire was distributed ensured that no portion of the client was ignored.
In order to ensure that a complete picture of the market was obtained, the researcher utilized a sample size and sampling technique that divided the questionnaire into sections for customers and company people using Bourley’s formula. The chi-square approach was employed for data analysis and presentation because the data were low and the percentages used to make them understandable.
Ultimately, the researcher advised ANAMMCO that their marketing planning and control effectiveness needed to be increased more than it already is to allow their plan to be more effective.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
It is preferable to plan for the future than to look back and feel regret. An organization, especially one that engages in manufacturing in a highly competitive environment, must consider how to build plans and strategies for its marketing that will be effective.
Any marketing endeavor seeks to improve the quality of life in the future. Nevertheless, most businesses did not immediately notice this, therefore jobs that should have been handled by marketing professionals were instead allocated to less qualified staff, which in most cases resulted in a shorter lifespan for the majority of businesses.
Setting goals or objectives and laying out specific strategies for achieving them are management tasks known as planning. Sometimes, planning goes beyond simply thinking ahead. in a manufacturing company, Anamco’s marketing planning and control outline who will complete the task (certified marketing employees), how they will do it, and when it will be completed.
Marketing planning and control have the characteristic in commerce of being a dynamic factor in business operation with the other activities of the marketing mix. Manufacturing organizations can withstand any shock caused by changes in the marketing environment thanks to excellent marketing strategy and control.
The researcher has chosen this topic to describe the aforementioned Anamco manufacturing planning and control in order to determine its efficacy.
As stated in this lecture note by Adirika (2003, P. 11), “marketing planning is an activity of analysis for and to boost the efficacy of marketing.
Alternatively, using lessons learned from the past to guide present-day actions toward the efficient and effective achievement of the marketing target.
Marketing strategy is not solely based on theory or knowledge from books. In order to plan properly, we must comprehend and be aware of the macro- and microenvironments in which the marketing plan will be implemented.
The qualified marketing staff who carried out the marketing and control may take into account a feature or factor like time in order for marketing planning and control to be effective.
If the plan has a declared completion date, marketing planning and control will be effective. The estimate of completion date may vary based on the product or company.
For marketing strategy and management to be effective planning requires both human resources and the funding for the materials required.
In order to position the organization’s or company’s product on this target market or segment, the qualified marketing staff would have a set of consumers or target markets in mind.
A manufacturing company relied heavily on marketing control. If every marketing program or strategy is perfect and well-honed, along with other supporting functions, but lacks control, it will be comparable to operating a well-designed, comfortable vehicle without steering on a very congested route.
While marketing planning entails deciding in advance what has to be done, how it should be done, and when it should be done, control is the crucial follow-up activity that is supplementary to planning.
Control in an enterprise consists of ensuring that everything happens in accordance with the plan decided, the instructions issued, and the concept established, as was clearly acknowledged a decade ago. Its goal must be to identify areas of weakness and error so that they can be fixed and prevented from happening again.
Establishing and maintaining the proper processes and tools for tracking the execution of marketing plans and strategies intended to achieve active marketing objectives, as well as implementing the necessary corrective measures, are all parts of marketing control.
1.2 STATEMENT OF THE PROBLEM
It has been argued that planning involves predicting the future and managing the outcomes of previous plans.
Some fundamental issues face marketing management while trying to have good and efficient marketing planning and control in a manufacturing business.
One issue is the marketing department’s access to funding; the business may not have enough money to effectively implement marketing planning and management. The executive will be unable to carry out the plan and ensure that deviations are connected if finances are not available at the proper moment to support it.
Another issue could be finding skilled candidates to manage the planning and having experienced candidates to carry out the predetermined plan.
Changes in marketing professionals on a regular basis could also help or increase marketing planning and control in a manufacturing organization.
In looking at this, one would want to know the effectiveness of marketing planning and control in a manufacturing organization how it can be effectively implemented and also the various ways to improve on it effectiveness to achieve organizational goals and objective.
1.3 OBJECTIVE OF THE STUDY
(1) The main goal of this study is to determine how well marketing planning and control work in a manufacturing business (ANAMMCO)
(2) This study will make it possible for researchers to understand certain fundamental issues that arise from having effective marketing planning and control in a manufacturing firm.
(3) This study will offer the researcher some solutions to the issue and lessen the bottleneck in the organization’s planning procedure.
(4) To understand the advantages of effective marketing planning and management in a manufacturing firm.
(5) This research can also be used as a foundation for additional research on topics connected to the issue.
1.4 RESEARCH HYPOTHESIS
(1) The presence of unqualified marketing personnel’s makes Marketing planning and control ineffective.
(2) Due to frequent change of marketing personnel’s, Marketing planning and control in ANAMMCO becomes ineffective.
Lack of effective improvement and change in Marketing plans and control doesn’t led to lose of market to other competing firms by Anamco.
1.5 SIGNIFICANCE OF THE STUDY
The purpose of the study is to stimulate interest in conducting more in-depth research on marketing planning and control strategies among other researchers working in the field of business, particularly marketing.
The plan will be put together using the notion as a framework, instructing market managers on how to do so in order to make the plan effective in forming good marketing planning and control over foreign investors in Nigeria.
Also, the study will encourage business owners, entrepreneurs, marketing managers, and sales managers to take adequate precautions to create a marketing plan and control that will be free of the issue revealed by the research in the study.
This write up is also expected to teach young learners to serve as history for them during their own time of learning.
Based on the findings, the researcher will work within his scope to provide some solution to the research problems and reduce unavoidable ones.
1.6 DEFIINITION OF TERMS
Planning: Is deciding in the present what to do in the future.
Control: A process of monitoring what has been planned
Strategy: Is the pattern of major objective purpose of goal and essential policies and plan for achieving those goal stated.
Effectiveness: To be able to bring about the result intended.
Manufacturing Organization: Those companies that produced good
Either consumer goods or industrial goods for consumption or for further product.
Qualified Marketing Personnel’s: They are those marketing that are
Competent in carrying out marketing activities in an organization.
Goal / objectives: What the company intends to achieve.
Potential Customers: Those people that may be the company’s products
Market: Is the set of all actual and potential buyers of the company product
Market Opportunity: Is an area of buyer need in which a company can perform profitably.
Marketing Mix: Is the set of marketing tools that the firm uses to pursue its marketing objective in the target market.
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