THE IMPORTANCE OF MARKETING STRATEGY IN NIGERIA BANKING INDUSTRY ( A CASE STUDY OF G.T.B BANK)

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Table of contents

CHAPTER ONE: INTRODUCTION

• Background of the study
• Statement of research problem
• Objective and purpose of the study
• Scope and limitation of the study
• Research methodology
• Significant of the study
• Statement of the hypothesis
• Organization of the study

CHAPTER TWO: LITERATURE REVIEW

• Historical background
• Comparative marketing strategies
• Organization aim, gall and strategies
• The major marketing strategy determinant
• Selection of an effective marketing strategies
• Impact of effective marketing strategy on banking industry

CHAPTER THREE: CASE STUDY AND METHODOLOGY

• Brief history of the case study
• Method of data collection
• Population and samples
• Sampling techniques
• Method of data analysis
• Procedure for processing collected data
• Limitation of the method

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

• A brief introduction of the chapter
• Presentation and analysis of data according to research question
• Presentation and analysis of data according to test of hypothesis
• Analysis of other data

CHAPTER FIVE: FINDINGS, SUMMARY, CONCLUSION AND RECOMMENDATION

• Summary of findings
• Conclusion
• Recommendations

Bibliography

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

        In 1892 the first commercial bank was established in Nigeria when the Africa banking corporation established a branch in Lagos later, branches of other expatiate banking business called the bank of British west African and Barclays were established.

Nigeria started to run indigenous bank in 1928. when the first indigenous bank was establish in Lagos.

In the early stage of Nigeria indigenous banking system, nearly all the banks established met a sudden death as “ the collapsed within a very short period of time due to mismanagement and inexperience.

However, the rapid increase in the number of the commercial bank is a good fortune to nation economy as a whole but called for the need to develop the marketing as well as marketing strategy in order to determine the needs and wants of target market more efficiently and effectively therefore every bank incorporate marketing department as an integral part of the whole system. The marketing managers and in the saddle of running and making decisions about how best to employee the marketing tools at this disposal to achieve a predetermined goals. The marketing managers work with the variable controllable and uncontrollable while planning the strategy.

In effective marketing strategy, the marketing manger faces certain constraints that are inherent in the environment within which the strategy must be employed. These constraint are the situation analysis variables include in the situation of the marketing plan. However, many of the most successful banks in the world own their success to practicing a well designed market orientation.

1.2   STATEMENT OF RESEARCH PROBLEM

        One of the greatest factors that brings about effective turnover organization is effective marketing strategy applied in that organization.

Hence the research problem of this study revolves round the effect of marketing strategy in banking industry the nature of services offered by the bank i..e intangible goods are more difficult to sell than the tangible ones. However, they have to put a lot of marketing knowledge strategy in selling their product since their services can not be seen or for the bank to complete effectively other financial institutions.

The problems of this study would be centered on the following specific term:

1. What are the historical background of marketing and marketing development in Nigeria
2. What are characteristics of financial services?
3. What are the positions of service industry in Nigeria?

• What are the importance’s of marketing to the society?

1. What are the roles of marketing in banking industry?
2. What is the importance’s of marketing to the society?
3. What constitutes the marketing strategy?

• What are the major marketing strategy determinants?
• What are the best ways of selecting an effective marketing strategy?

1. What are the impacts of effective marketing strategy on banking industry?

DOWNLOAD COMPLETE PROJECT