ABSTRACT
The study reviews the
need for marketing research in a business organization set to make profit. The
company under study Coca-Cola Nigeria Plc do state, prove to be one that have
imbibe the culture of the marketing research. The general statistics from data
gathered indicated that the staffs of the company are aware of the benefit
derivable from marketing research. The data also shows that the company
presently embarks on research effort, not depending on government assistance.
The strategies are steam from findings got from marketing research made. The
various types of research were also rewarded in the study. The fact that
marketing research may be disadvantageous under some situation was also
considered.
TABLE OF CONTENT
CHAPTER ONE
Introduction
Background of the study
Statement of the problem
Purpose of the study
Basic assumption
Hypothesis
Significance of the
study
Limitation of the study
Definition of terms
CHAPTER TWO
Literature Review
CHAPTER
THREE
Research design
Population of the study
Sample of the study
Sampling techniques
adopted
Validation of instrument
Method of data
collection
Method of data analysis
CHAPTER FOUR
Presentation of data and
discussion of results
CHAPTER FIVE
Summary, Conclusion, and
Recommendations
REFERENCES
APPENDIX
CHAPTER
INTRODUCTION
1. BACKGROUND TO THE STUDY
Over the years, the
field of marketing had proven to be a dynamic one. Its transformation from the
simple act of buying and selling to a complex system which is regarded as the
success of an organization word… is evident to that effect. Marketing is very
important to any organization since its success would depend largely on the
scale of product of service. Marketing research is of immense importance in the
management of business enterprise for centuries.
Although, its
development was accelerated by the industrial revolution, marketing research
remained crude, minor over the centuries. It did not become common a
significant part of a firms marketing strategy, until the advent of the technological
revolution after World War II, which included a proliferation of new and more
complex consumers and product, increased economic of scale, new markets and
encouraged the geographical expansion of business operations. One result of
this post war development has been an increase in the number of business
failure and the cost of bad divisions.
The management of
marketing resources has become far more complex. Marketing decisions have
become more numerous and more risky, while the penalties for errors have become
more greater. In an effort to increase the quality of marketing decisions and
particularly to reduce the risk connected with them. Markets have increasingly
turned to research fortunately, the same technological revolutions that created
the great need for market information has also advanced the science of
marketing research, proving powerful tools for data management and analysis
like the computer.
With the advent of the
communication age (the 1990’s) the advent of marketing was forever changed. It
witnesses the birth of a new complex consumers who is very familiar with all
the markets forces around him, and the new marketing tends which states
that he consumer are kind and they are demanded to be treated as one. This
marketing today markets more competitive than ever before. The competitive
nature of today’s markets makes the states even greater decisions have to be
made effectively in order to eliminate or minimize the risk. Therefore, before
decisions are formulated the right marketing strategies for his organization.
Information which in his
case is basically marketing data will show the marketing managers all he needs
to know about the markets, in order to make the most effective decision. The
American Marketing Association defined marketing research as the systematic
gathering recording and analyzing of data about the problems relating to the
marketing of goods and services. The key words that distinguished research from
accidental gathering of information based on observation are systematic. The
systematic conduct of research requires two particular qualities. Orderliness
in which case the measurement is accurate and the cross-section in fair.
Imparting is analysis
and interpretations of the data required. Marketing research is all about assisting
the manager in marking well information decision by providing him with accurate
marketing information’s through a highly organized process of data collected
analysis and interpretation. The coca-cola company is an American multinational
beverage corporation and manufacturers, retailer and marketer of non-alcoholic
beverages which is headquarters in Atlanta, Georgia the company is best known
for its flagship product coca-cola, invented in 1886 by pharmacist John Stith
Pemberton in Columbus Georgia it brand was brought in 1889 by Asa Giggs Candler
(December 30 1851-march 12, 1929) who incorporated the coca-cola company in
1892.
Coca-cola currently
offers more than 500 brands in over 200 countries or tritons. In terms of
acquisition. Coca-cola has acquired so much in terms of its different branch.
Since 1919 coca-cola has been a publicly traded company its stock is available
from a direct purchase program through computer share trust company. In 2009,
total lobbying expenses jumped to 4.5 million or nearly doubled the previous
year most of these increase are due to the industry’s fight against increased
taxes on drinks and other sweeten beverages. Coca-cola company have different
brands of soft drinks including Fanta, introduced in 1941, Sprite, different
brands of juice. Coca-cola is the best selling soft drinks in most countries
and they also sponsored sporting activities.
Finally, coca-cola is
also a leading company when it comes to marketing research and it has helped in
improving its profitability. This research was initiated to create awareness
campaign and to enlighten marketing as a result of overcoming the ignorance’s
on marketing in the field of marketing in Nigeria.
1. STATEMENT OF THE PROBLEMS
Every company or
commercial irrespective of its size must in one way or the other undertake a
research or development effort in every aspect of its operations in order to
secure a successful profit. Many organization in Nigeria face problems with
their marketing activities due to prevalent marketing environment which needs
to be carefully studied ad understand it and make sound-long-term as well as
short-term decisions. Marketing strategies can only be formulated and
implemented when the marketing manager is well informed about the current
marketing situations and to some certain degrees anticipate future changes in
the markets hence the significant of marketing situation analysis.
1. OBJECTIVE OF THE STUDY
The days of accidental
profit have passed marketing managers must have foresight of the market they
operates. To be successful in today’s highly competitive markets, business must
base its long term policies on modern marketing inventions or innovations.
Tomorrows profit depends upon today’s research and development efforts. The
work aims at exploring the role and importance of marketing research in modern
marketing.
The project hopes to
show the relationship between its suitable forms is to assist the marketing
manager in decision, making. Thus, the researcher believes can only be achieved
through marketing research, hence the need for the study. Finally, it is our
hope that this project will be or serve as assistance to both small and large
scale retail and won-retail business establishment.
1. RESEARCH QUESTIONS
The following related
questions are formulated for the study.
1. Does poor knowledge about the reward derivable
in marketing research affects the effectiveness in profitability?
2. Does lack of adequate financial support by
government and financial institutions towards the conduct of intensive
marketing research affect profitability in business organization?
3. Can the effort of research and development
affect the success of an organization?
4. Does time factor in marketing research affect
its profitability?
5. Can human factor in marketing research
contribute to the problem of profitability in business organization?
6. DEFINITION OF TERM MARKETING
Larry Kessinbeng (1974)
defined marketing as a marketing process based on goals and capacities by which
a producer produces, provides a marketing mix (product, service, promotion,
distributing, pricing etc) that meets consumers needs within the limits of the
society.
Mazur (1969) sees
marketing as a delivery of standard of living, Christopher (1971) defines
marketing as; the way in which an organization market its own human, financial
and physical resources with the want of consumers.
1. RESEARCH
Green and Tun (1978) see
marketing as the systematic and objective search for, and analysis information
relevant to the identification and solution of any problem in the field of
marketing.
Luck and Robin (1989)
define marketing research as; the systematic gathering, recording and analysis
data about a problem relating to marketing of goods and services. (1988) define
marketing research as, planned and organized effort together new facts and new
knowledge to help make better market decision.
1. PROFIT
Profit defines as the
excess of sales (revenue over production) (expenditure).
Department | Marketing |
Project ID Code | MKT0004 |
Chapters | 5 Chapters |
No of Pages | 60 pages |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2347043069458 |