THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES

THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES

ABSTRACT

The purpose of this research was to look into how the marketing mix affected the achievement of organizational goals.
The primary goals were:
1. To determine the marketing mix’s effect on the organization.
2. To determine the many strategies organizations employ to implement the marketing mix.
3. To determine how Innoson Plc’s management can make sure that sound strategies are planned based on the study’s aims. Users of Innoson products in the city of Enugu made up the study’s population. The size of the sample was determined using Bourley’s formula. Data from respondents was gathered using questionnaires and in-person interviews. The data was examined using straightforward tables and percentages, and the following conclusions were reached;

1. The marketing mix has a positive impact on Innoson plc’s performance.
2.  Innoson Plc Emene selected the ideal marketing mix based on the target market.
Thus, the researcher recommended the following:
1. Innoson Plc’s management needs to make sure that effective public-facing tactics are put in place for their products.
2. In order to achieve the goals, it is important to leverage people, processes, and tangible evidence, which is another marketing mix in the contemporary economy.

TABLE OF CONTENTS

Title Page

Abstract

CHAPTER ONE

1.0  Introduction

1.1        Background of the Study

1.2        Statement of Problem

1.3        Objectives of Study

1.4        Research Questions

1.5        Scope of Study

1.6        Significance of the Study

1.7        Definition of Terms

CHAPTER TWO

2.0        Literature Review

2.1        Historical Overview of Marketing

2.2        School of Thought in Marketing Profession

2.3        The Marketing Mix as a tool of Study

CHAPTER THREE

3.1        History Background of Innoson Plc

3.2        Source of Data

3.3        Population of the Study

3.4        Sample Size

3.5        Limitation of the Study

CHAPTER FOUR

4.1        Summary of Findings

4.2        Recommendations

4.3        Conclusion

Bibliography

Appendix

CHAPTER ONE

1.0    INTRODUCTION

1.1    BACKGROUND TO THE STUDY

The analysis of the marketing mix (product, price, promotion, and site) in achieving organizational goals is a practical component of this subject. There are numerous definitions of marketing that have been written by numerous marketing enthusiasts and professionals worldwide. Students, teachers, and marketing professionals thus place a great deal of faith in any marketing-related books or tools they can get their hands on.

A management technique is used by marketing administration itself to address marketing issues. Marketing is therefore an intuitive discipline. In order to help practitioners and scholars address global concerns, practitioners rely on principles, research, ideas, concepts, and strategies, including a problem-solving strategy. Generally speaking, a marketing economy that is well-organized produces a lot of prospects for profitable investment and high levels of economic activity. But, if marketing initiatives are neglected, decreasing returns on investment and eventual business effort failure are likely to occur.

When considering marketing from the perspective of a marketing manager, one may imagine that he is concerned with the direction of particular operations and activities that must produce particular results.

We can define marketing as the performance of activities that direct the flow of goods and services from the source (producer) to the customer (consumer) or users after having conceived this notion or idea: Marketing is the performance of business activities that direct the flow of goods and services from producer to consumers in order to satisfy customers and accomplish the firms objectives.

The economic processes of production, distribution, and consumption are the foundation of marketing as a managerial strategy. We should try to create a connection between marketing and the marketing mix based on the talks so far.

A key idea in contemporary marketing is the marketing mix. It is a term used to explain how the four factors—product, pricing, distribution method, and promotional activities—combine to form the basis of a company’s marketing strategy. Success in the marketing environment is largely determined by how these elements are applied. A company’s marketing mix is referred to as the specific combination of controllable marketing factors that the company employs to accomplish its target market goals:

P. Kotler. It can also be characterized as a combination of the four ps (product, place, price, and promotion), which the company employs to successfully compete in the marketing environment, and other controllable internal marketing variables.

1.2    STATEMENT OF THE PROBLEM

Recent developments demonstrate that marketing companies have successfully marketed goods and services while setting market and marketing objectives in a socio-economic context.

Despite significant challenges from suppliers and end users (customers) in combining these essential marketing mix components;
The issue with the study’s topic is that each of the marketing mix’s components—product, pricing, promotion, and place—has been impacted by the upswing of the widely used socio-economic environmental marketing approach. As a result, proving the value of the marketing mix in the overall marketing strategy for any specific product has become quite challenging Innoson Plc Nigeria Plc.

1.3    OBJECTIVES OF THE STUDY

The following are the study’s goals.

1. To determine the organization’s marketing mix distribution.
2. To determine the many strategies organizations employ to implement the marketing mix.
3. To learn how businesses should be customer-focused rather than product-focused.
4. To determine how Innoson Brothers Nigeria Plc’s management should make sure that effective strategies are used in their business.
5. To determine the effectiveness of the control analysis that Innoson Plc must implement.

1.4       RESEARCH QUESTIONS

1. How can marketing managers make sure that marketing is properly included into their business operations?
2.Should businesses be more focused on their customers than on their products?
3. Should good marketing text be conducted before a product is released for sale?
4. Does a successful advertising approach raise an organization’s turnover rate?
5. Do you believe that a product’s reasonable pricing will improve an organization’s market share?

1.5       SCOPE OF THE STUDY

The study would have covered all marketing oriented companies in Enugu metropolis but due to time and other constraints the study centered on.