STRATEGIC MARKETING PLANNING AS A TOOLS FOR ACHIEVING

STRATEGIC MARKETING PLANNING AS A TOOLS FOR ACHIEVING INCREASE IN MARKET SHARE IN THE COMPETITIVE MARKET (A CASE STUDY OF NIGERIA BREWERY)

ABSTRACT

Consumer satisfaction is the economic justification to the existence of any business. Hence, for any business to exist, survive and grow, the sure plan must be strategic. So, this work was carried out on the “strategic marketing planning as a means of achieving increase in market share in competitive market. ( A case study of Nigeria brewery plc Aba) the research question one seeks to know of strategic marketing helps in achieving company’s objects in table 3 through tables 4 and 5 form the findings, analysis and interpretation of data it is parchment to rate that the variable around be duly considered and implemented for the achievement of any company’s goals. Based on the outcome of this study the researcher wishes to recommend as follows effective promotional mix strategy. Advertising, sales promotion personal selling etc and the appropriate advertising media should be adopted by Nigeria breweries as well other companies for proper projection of the company’s image and their period to the public.

TABLE OF CONTENTS

COVER PAGE – – – – – – – – – i

CERFIFICATION PAGE- – – – – – – ii

DEDICATION – – – – – – – – – iii

ACKNOWLEDGEMENT – – – – – – – iv

ABSTRACT- – – – – – – – – v

TABL OF CONTENT- – – – – – – – vi

CHAPTER ONE

INTRODUCTION- – – – – – – 1-3

1.1 BACKGROUND OF THE STUDY – – – -3-7

1.2 STATEMENT OF THE PROBLEM – – – -7

1.3 OBJECTIVE OF THE STUDY – – – – -7

1.4 RESEARCH QUESTIONS – – – – -8

1.5 STATEMENT OF HYPOTHESIS – – – -8

1.6 SIGNIFICANCE OF THE STUDY – – – -9

1.7 SCOPE OF THE STUDY- – – – – 9

1.8 LIMITATION OF THE STUDY – – – 10

1.9 DEFINITION OF TERMS – – – 10-13

CHAPTER TWO

LITERATURE REVIEW – – – – 14

2.1 INTRODUCTION – – – – – 15-20

2.2 TYPES OF STRATEGIC MARKETING – 22-25

2.3 STRATEGIC MACKETING FUNCTION- 26

2.4 STRATEGIC MARKETING PLANNING PROCESS 26-30

2.5 COMPETITIVE MARKETING STRATEGY / ENVIRONENT 30-37

2.6 MARKET LEADER STRATEGIES – – – -37-41

2.7 PRICING STRATEGIES – – – – – -41-44

2.8 PROMOTION STRATEGY – – – – -44-47

CHAPTER THREE

RESEARCH METHODOLOGY – – – – -48

3.1 AREA OF COVERAGE – – – – – -48

3.2 RESEARCH DESIGN – – – – – -50

3.3 SOURCES OF DATA- – – – – – -51

3.4 POPULATION- – – – – – – –

3.5 DETERMINATION OF SAMPLE SIZE – – –

3.6 DESCRIPTION OF DATA ANALYSIS TECHNIQES -57

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA- – – – – – – – -58

4.1 INTRODUCTION – – – – – -58

4.1 DATYA ANALYSIS- – – – – – -59-75

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS- – – – – -76

5.1 SUMMARY OF FINDINGS – – – – -77-79

5.2 CONCLUSIONS- – – – – – -79-84

5.3 RECOMMENDATIONS – – – – -84

REFERENCES – – – – – – 85-86

APPENDIX – – – – – – 87

QUESTIONNAIRE – – – – 87-90

CHAPTER ONE

1.0 INTRODUCTION

How can a business survive and remain in the business world without effective game?

How can an organization actualize customer satisfaction which is the economic justification for the existence of any business when appropriate panacea is lacking? Hence strategic marketing is the answer.

Marketing is the hallmark around which business strategies revolves on A.I Okafor (1995:6) defined it as all profitable human activities undertaken by the firm towards the creation of satisfied customers

Kotler (1989), defined strategic as game plan to get there

Glueck, (1976) defined strategic plan as a unifies comprehensive and integrated plan to achieve organizational goal objectives.

Business strategies from the focal point and basis of strategic marketing decision unfortunately, most business have failed, products non – existing, goals and objective unattainable simply because they neglected strategic marketing.

Strategic marketing decision is of vital importance that its absence in any organization will not go down well with such an organization. It helps to manage business environment and the changed, which are inevitable it takes an organization from where it is today to where it wants to be tomorrow. Proper strategic marketing decision turns a company from being reactive to being practice in the face of events and situation.

Strategic marketing planning differs from company to company. It all depends on the market and business environment. Firms therefore, should adopt to the changing market conditions and at the same time face the need for creating an “anticipative “rather than a reactive managerial system. They should search for ways to handle an increasingly complex technology, unstable environment, competitors in the light of their goods and services and offering so, given the environment rapid change, a static environment can no longer be feasible.

Firms should think of moving from stagnant bureaucracy to adoptive firm under extreme dynamism.

They should consider the marketing strategies of their competitors, their strengths and weakness and then develop a sustainable competitive advantage (SCA) that will enable them outweigh their competitors where there is no sustainable competitive advantage; the organization will not go far.

Every business organization operates among other competitors in the market in order to increase or maintain its market share and organization would have to establish a good marketing strategy to survive intense competition and maintain sales projections and targets.

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