The researcher is determined to see and threw more high on the
effectiveness of Marketing Planning and Control in a Manufacturing Organization
with ANAMMCO in Enugu as a case study.
For orderly presentation the researcher undertake a background
study of the company which enable the researcher touch some major problems
encountered by the company marketing planning and control. The researcher
also undertook a study of the population size and area undertook a study of the
population size and area of study for collection of data about the
population. The researcher used questionnaire to determine the attitude
of customers and company personnel’s about the effectiveness of marketing
planning and control.
The administering of the questionnaire was done in such a way that
not part of the customer was neglected.
The sample size and sampling technique used by the researcher was
dividing the questionnaire into customers and company personnel’s by using
Bourley’s formular in determine them to make sure that a good representation of
the entire element in the market was represented. The presentation and
analysis of data for testing hypothesis was the chi – square method since data
gotten appear low and incomprehensible percentage were used to make them clear.
Finally, the researcher recommended to ANAMMCO that their
effectiveness of their marketing planning and control must be improved more
than it is to enable their plan be more effective.
TABLE OF CONTENTS
1.2 Statement of problem
1.3 Objective of the study
1.4 Research hypotheses
1.5 Significance of the study
1.6 Definition of terms
2.1 Review of related literature
2.2 What is marketing planning
2.3 The marketing planning process
2.4 Managing the plan
2.5 Corporate planning
2.6 The importance of measurement and control
2.7 The marketing control process.
3.1 Research methodology
3.2 Area of study / population
3.3 The sample size and sampling techniques
3.4 Method of data collection
3.5 Method of distributing questionnaire
3.6 Description of data analysis tool for testing
4.1 Presentation and analysis of data
4.2 Resting of hypothesis
5.1 Summary of research finding
OF THE STUDY
Looking ahead and prepare for future is better than to look back
and regret. An organization especially a manufacturing in a very competitive
needs to examine how it can effectively develop plan and strategies for serving
The aim of any marketing operation is to make the future
happier. But this was not well recognized by most firms initially so job
that should be handled by experts in the field of marketing were given to less
qualified personnel’s and in most case this shorten the life of most business.
Planning is the management function of setting target or objective
to be achieved and detailing out ways by which the target will be achieved.
Planning is sometime greater than first thinking ahead. In
manufacturing organization (Anammco) marketing planning and control show who is
to do the job (qualified marketing personnel’s) how the qualified marketing
personnel’s will carryout the job and when the job will be done.
Marketing planning and control share with the others activities of
the marketing mix the distinction in commerce of being a dynamic element in
operation of business. The effective of marketing planning and control in
a manufacturing organization enable the organization to absorb possible shock
emitting from marketing environmental change.
The subject matter is choosen by the researcher to explain the
foregoing Anamco maketing planning and control in other to know its
According to Adirika (2003, P.11) in this lecture note, “marketing
planning is an exercise of analysis for and to increase the effectiveness of
marketing. Or drawing from the past to decide in the present what to do
in further in other to achieve the marketing objective enterprise efficient
Marketing planning does not depends on only theory or book knowledge.
In other to plan effectively we need to understand and know about our own
environment (Macro – and Mirco environment) where the marketing plan will
For marketing planning and control to be effective the qualified
marketing personnel that carried out the marketing and control may consider
some element or feature such as time.
Marketing planning and control will be effective if the plan has a
stated time, for completion, the estimate of time may be varied depending on
the product or firm.
For marketing planning and control to be effective the money for
material needed for the effective planning must be available and human
The qualified marketing personnel’s would have a group of
consumers or target markets in mind and then position the organization’s or
company’s product on this target market or segment.
Marketing control played a vital role in a manufacturing
organization. If all marketing programme or plan along with other sub
function are ideal and well harnessed but lack control it will be likened to
driving a well structured comfortable vehicle without a steering on a very busy
Control is the vital follow – up process which is complementary to
planning while marketing planning is deciding in advance what needs to be done,
how and when it should be done.
As clearly recognized decade ago in an undertaking control consist
on verifying whether everything occurs in conformity with the plan adopted, the
instruction issued and principle established. It has for object to point
out weakness and error in order to rectify them and present recurrence.
Marketing control as concerned with establishing and maintaining
appropriate procedure and apparatus for monitoring and measuring the
implementation of marketing plan and strategies set out to active marketing
objective and taking necessary corrective action.
OF THE PROBLEM
It has been said that planning is determining the future ad
control what have been planned.
In having good and effective marketing planning and control in a
manufacturing organization, some basic problem confront marketing management.
One of the problem is availability of funds to the marketing
department, the company may lack adequate finance to carryout set marketing
planning and control effective. The absence of funds at the right time to
back the plan means incapacitate by the executive in implementing the plan and
ensuring that deviation are connected.
Another problem may be problem of recruitment of qualified
personnel to handle the planning and having experience person to execute the
Frequent change of marketing personnel may also contribute or
improve the effectiveness of marketing planning and control in a manufacturing
In looking at this, one would want to know the effectiveness of
marketing planning and control in a manufacturing organization how it can be
effectively implemented and also the various ways to improve on it
effectiveness to achieve organizational goals and objective.
OF THE STUDY
1) The primary objective of this study is to know
the effectiveness of marketing panning and control in a manufacturing
2) This study will enable the research to know some
basic problems that develop in the process of having good marketing planning
and control in a manufacturing organization.
3) This study will provide the researcher some
solution to the problem and reduce bottleneck in planning process of the
4) To know the benefit on good marketing planning
and control in a manufacturing organization.
5) This research can equally serve as a base for
further study on topic related to the subject.
1) The presence of unqualified marketing
personnel’s makes Marketing planning and control ineffective.
2) Due to frequent change of marketing personnel’s,
Marketing planning and control in ANAMMCO becomes ineffective.
Lack of effective improvement and change in Marketing plans and
control doesn’t led to lose of market to other competing firms by Anamco.
OF THE STUDY
The significance of the stud is to draw the attention of other
researchers in the field of business especially marketing to be interested in
the conduct of more indept research in the area of the Marketing planning and
The idea will act as a framework ie to put the plan together to
direct market managers on how to put the plan together so s to make it
effective in formulating good Marketing planning and control over foreign
investor in Nigeria.
The study will also induce business managers, entrepreneurs,
marketing managers, and sales managers to take proper care to develop a
marketing pan and control that will be devoid of the problem identified by the
research in the study. This write up is also expected to teach young
learners to serve as history for them during their own time of learning.
Based on the findings, the researcher will work within his scope
to provide some solution to the research problems and reduce unavoidable ones.
Planning: Is deciding in the present what to do in the future.
Control: A process of monitoring what has been planned
Strategy: Is the pattern of major objective purpose of goal and
Policies and plan for achieving those goal stated.
Effectiveness: To be able to bring about the result intended.
Manufacturing Organization: Those companies that produced good
Either consumer goods or industrial goods for consumption or for
Qualified Marketing Personnel’s: They are those marketing that are
Competent in carrying out marketing activities in an organization.
Goal / objectives: What the company intends to achieve.
Potential Customers: Those people that may be the company’s
Is the set of all actual and potential buyers of the company
Market Opportunity: Is an area of buyer need in which a company can
Marketing Mix: Is the set of marketing tools that the firm uses to
its marketing objective in the target market.
TERMS AND CONDITIONS APPLY
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