STUDY EXAMINES MARKETING PLANNING AS A STRATEGIC MARKETING TOOL IN ACHIEVING ORGANIZATIONAL OBJECTIVES
This study examines marketing planning as a strategic marketing tool in achieving organizational objectives taking consolidated breweries company Imo State as a case study. marketing planning can be seen as the application of the scientific method of inquiry in helping marketers to better understand and define their problems and find appropriate solution to them some of the objectives of the study include:1.To examine critically the level of marketing planning applied by consolidated breweries in their service delivery.2. To find the medium through which the innovations was created.3. To ascertain customer’s perception of the innovations message, and whether the claims in the message actually satisfies the needs and wants of the customers.4. To find the different marketing tools used by the organization.5. To find if the marketing planning have actually increased the growth and profitability of the corporation.In the course of solving the innovations problems, both primary and secondary data were collected with much emphasis on primary data which helped the marketers to get first-hand information from the customers and staff of Consolidated breweries from the comprises the staff and management, the customers (policy holders) and the agents. The marketing instruments used for this study were the questionnaire surveys and personal or face-to-face interview. The questionnaire was the major marketing instrument used in the study, which was administered to the staff of Consolidated breweries Company, policyholders and agencies. In organizing and presenting data collected, tables and percentages were. The level of significance used is 5%. The various hypotheses were tested using the chi-square.