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THE EFFECTS OF STRATEGIC MARKETING ON ORGANISATIONAL PERFORMANCE (A STUDY OF DANGOTE GROUP)

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 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 56 ::   Attributes: Questionnaire, Data Analysis ::   219 people found this useful
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CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Improve knowledge on marketing is extremely important to all businesses or organisation that want profitability and overall performance. Kotler (2009) emphasizes the position of selling to even argue that, within the future, marketing has the most responsibility for achieving profitable revenue growth for the corporate . Today cost-efficiency doesn't provide long-term competitive advantage for companies whereas marketing, when well conducted provide long-term competitive advantage especially within the field of strategic marketing. Some past studies on the influence of strategic marketing on performance (Hooley et al., 2001; Fahy and Smithee, 2009) indicated that marketing capabilities and assets possess the potential to be important sources of competitive advantage for companies. As a component of selling orientation of a corporation , also innovation orientation that situates between internal and external views has shown to influence performance. Nevertheless, the effect of strategic marketing on organisational performance remains elusive, even despite a longtime research tradition (Srivastava, Shervani & Fahey 2008; Matsuno, Mentzer & Özomer 2002; Hooley, Greenley, Cadogan & Fahy 2005). this might flow from to the very fact that the outcomes of strategic marketing are subject to several internal and external influences, making the identification of cause-and-effect linkages very hard (Bonoma & Clark 2008). A related issue is that the bulk of studies examine only the consequences of two or three marketing factors at a time. this is often a transparent limitation compared to corporate reality. the present situation is alarming and a number of other studies emphasize the urgency to demonstrate relationships between marketing inputs, processes and business outcomes (e.g. O’Sullivan & Abela 2007; Morgan, Clark & Gooner 2002)

1.2 Statement of the problem

The level of competition in the manufatcuring companies are on the increase in Nigeria. Every organisation or businesses have set goals and objectives to meet customers’ demands and improve organisation performance in terms of profitability and sales. This become a hugh task for the managers of these organisations to develop policies that will satisfy and retain their customers. The problem most organisation face today is poor feedback mechanism and management policy. This made the managers and management of the organisation find it difficult to improve their marketing strategies. Lastly there have been studies on strategic marketing but not even a single study is based on stategic marketing and organisational performance using dangote group as the case study; hence a need for the study.

1.3 Aim and objectives of the study

The aim of the study is to determine the effects of stategic marketing on organisational performance. The objectives of the study are:

  1. To determine the relationship between strategic marketing and organisational performance
  2. To identify the types of strategic marketing aopted by dangote group
  3. To identify the challenges of strategic marketing and organisational performance in Dangote Group
  4. To recommend ways to improve the strategic marketing and organisational performance in Dangote group

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Paper Information

Format:MS WORD
Chapter:1-5
Pages:56
Attribute:Questionnaire, Data Analysis
Price:₦3,000
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