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 forma 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.
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ACKNOWLEDGEMENT
I wish to express my profound gratitude to all those who in one way or the other contributed directly or indirectly to the successful completion of this work.
Perhaps, this work would have nor taken off if not for the interest of my supervisor Mr. Kenneth Eziedo for the topic. His consistent encouragement, cooperation and patience in effecting the necessary corrections.
My special thanks goes to my beloved parent Mr. Emmanuel ugwoji and Mrs. Florence ugwoji for their moral and financial support.
I also wish to express my sincere appreciation to my sisters Mrs. Anita, Miss. Chika, miss. Florence.
My thanks also go to my beloved HOD in the person of Prof. G.U Nwanguma for his contribution towards my academic upbringing.
My thanks go to all the lecturers in the department of business administration, Caritas University, they are Mr. Walter E.C. Ani, Mr. Mellitus Agbo, Mr. Innocent Ubawike. My thanks also go to my beloved brothers and sisters, Miss. Rita, Stella, Benedict, Emeka Ugwoji.
Finally, my beloved friends and colleagues deserves special recognition, Charles, Joseph, Samuel, Samson, Solomon, wisdom, Johnpaul and many others though gave me much encouragement and broadened my horizon of knowledge, I wish them all God’s blessing.
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TABLE OF CONTENTS
Title page…………………………………………………………..……i
Certification…………………………………………………………….ii
Dedication ……………………………………………………………..iii
Acknowledgement ………………..……………………………………v
Abstract ……………………………………………………………….vii
Table of Content ………………………………………………………..
CHAPTER: INTRODUCTION
1.1 Background of the Study…………………………………………1
1.2 Statement of the Problem…………………………………………4
1.3 Objectives of the Study……………………………………….….5
1.4 Research Questions…………………………………………….…6
1.5 Significance of the Study………………………………………….7
1.6 Scope of the Study…..…………………………………………….8
1.7 Limitations of the Study………………………………………….8
Reference…………………………………………………………11
CHAPTER TWO: REVIEW OF RELATED LITERATURE
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2.1 Literature Review
2.2 Theoretical Frame Work………………………………….………12
2:3 Review of Current Literature……………………………………..13
Reference………..……………………………………………………34
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.1 Sources of Data……………………………………………………35
3:2 Population of the Study……………………………………………36
3:3 Sample Size Determination and Sampling Technique…..………..38
3:4 Sampling Procedure…………………………………………..……42
3:5 Selection and Construction of Research Instrument……………..42
3:6 Administrations of Questionnaires………………………………43
3:7 Method of Data Analysis………………………………………….44
Reference……………………………………………………………….45
CHAPTER FOUR: DATA PRESENTATION ANALYSIS
& INTERPRETATION
4.1 Presentation of Data………………………………………………..46
4:2 Treatment of Research Questions…………………………………..56
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CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary of Findings…………………………………….………57
5.2 Conclusion……………………………………………………… 58
5.3Recommendations………………………………………………….59 BIBLIOGRAPHY………………………………………………60
APPENDICES…………………………………………………..62
QUESTIONNAIRE…………………………………………….63
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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
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-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.
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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].
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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.
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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
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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?
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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
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