Thesis Abstract

<p> The topics of this research work are the application of marketing control techniques in<br>manufacturing firms in Enugu east local government A case study of Emenite Limited Emene<br>Enugu. In order to peruse this investigation property, the following research objectives were<br>formulated namely To investigate to what extent manufacturing firms have forma plans for<br>their activities. To determine whether the application of marketing control has any effect on the<br>achievement of the corporate goals and objectives of their organizations. To find out the specific<br>areas where the application off marketing control are necessary, etc. The researcher adopted<br>the survey technical in carrying out this research work. A total number of one hundred and<br>eighty (180) respondents formed the population of this study. This number was however<br>statistically reduced to a sample of one hundred and twenty four (124) respondents using the<br>Yaro Yamane sample size formula. The data were gathered mainly through questionnaires,<br>interviews and direct observation. A total number of one hundred and twenty four (124)<br>questionnaires were printed and distributed to the selected respondent but only one hundred and<br>two (102) of such questionnaires were properly filled and returned and final analysis was based<br>on this figure. To analyze data collected, the researcher made use of simple percentage as well<br>as tables. Based on the analysis, the researcher discovered among other that Apart from the<br>other control, techniques, sales analysis, market share analysis, marketing audit and profitability<br>checks are the most frequently used techniques in Emenite Limited Enugu. The Female workers<br>at Emenite Limited is fewer in number than the male counterparts. This should be employed.<br>Emenite Limited does not sell their product to customers directly but make use of middlemen in<br>the distribution of their products, etc. Based on these findings, the researchers recommended<br>among other that Emenite limited should Endeavour to sustain its current effort to apply<br>marketing control system in their operations. Apart from the techniques. Listed above, the<br>company should try new ones like ratio analysis, sales variance, etc. Emenite should revisit their<br>employment policy to create room for more woman to be employed. Emenite should open an<br>avenue for customer to buy some of their products directly. Conclusively, the importance of<br>applying marketing controls in manufacturing firm cannot be overemphasized; and the goals of<br>the company will be achieved if the recommendations made are utilized.<br> </p><p>ACKNOWLEDGEMENT<br>I wish to express my profound gratitude to all those who in one way or the<br>other contributed directly or indirectly to the successful completion of this work.<br>Perhaps, this work would have nor taken off if not for the interest of my<br>supervisor Mr. Kenneth Eziedo for the topic. His consistent encouragement,<br>cooperation and patience in effecting the necessary corrections.<br>My special thanks goes to my beloved parent Mr. Emmanuel ugwoji and<br>Mrs. Florence ugwoji for their moral and financial support.<br>I also wish to express my sincere appreciation to my sisters Mrs. Anita,<br>Miss. Chika, miss. Florence.<br>My thanks also go to my beloved HOD in the person of Prof. G.U<br>Nwanguma for his contribution towards my academic upbringing.<br>My thanks go to all the lecturers in the department of business<br>administration, Caritas University, they are Mr. Walter E.C. Ani, Mr. Mellitus<br>Agbo, Mr. Innocent Ubawike. My thanks also go to my beloved brothers and<br>sisters, Miss. Rita, Stella, Benedict, Emeka Ugwoji.<br>Finally, my beloved friends and colleagues deserves special recognition,<br>Charles, Joseph, Samuel, Samson, Solomon, wisdom, Johnpaul and many others<br>though gave me much encouragement and broadened my horizon of knowledge, I<br>wish them all God’s blessing.</p><br> <br><p></p>

Thesis Overview

<p> 1: 1 BACKGROUND OF THE STUDY<br>Marketing plays a dominant role in the successful management of business<br>in the world of Drucker [1973; 9] business enterprises have two basic functions,<br>marketing and innovation. Only marketing and invocation produce results; all the<br>rest are cost. Marketing as the only revenue generating functions; must make plan<br>attempts to implement and control such plans to the extent that its objectives are<br>achieved.<br>Developing good strategies and tactics, after analysis the marketing<br>environment are only the beginning toward the successful managing of the<br>marketing efforts, usually surprise occurs during the implementation of marketing<br>department therefore must engage in marketing control system and essential in<br>making sure that the company operate efficiency and effectively. As a plan<br>implementation and control are related. All resource available to any business<br>whether human or otherwise must be mobilized into a daily; monthly, yearly and<br>even annual activities that will cause the strategic plan to work well. Management<br>should develop its basics control process along the following step as suggested by<br>Koontz and Weihrich [1988; 540<br>-establishing standard<br>-measurement of performance and<br>-correct of deviations<br>Standards may be in the form of short term goal and long term objectives<br>which should be measured against actual result and corrective action should be<br>taken when necessary. When actual performances deviates greatly from annual<br>plans, the corrective plans may be to adjust objectives and long term objectives<br>which should be measured against actual result and corrective actions. Would be<br>taken when necessary. Where actual performance deviates greatly from annual<br>plans, the corrective action may be to adjust objectives and goals by making them<br>realistic and attainable.<br>A number of techniques have been developed overtime and these are readily<br>used in marketing management across the globe kotler[1980;640-644]broadly<br>classified marketing control process into four categories namely;<br>1. Annual plan control; sales analysis; marketing ratio analysis; market share<br>analysis and consumer attitude tracking.<br>2. Profitability control; consisting of effort to determining profitability of<br>different products, territories, trade channel and consumer groups.<br>3. Efficiency control; means determining more efficient ways of managing<br>sales force advertising, sales promotion and distribution.<br>4. Strategies control; consists of efforts aimed at periodically examine whether<br>a company basics strategratics marched to its opportunities.<br>Marketing control techniques as a component of the marketing information<br>system must be able to provide information to management about performance.<br>Interestingly, a good management will like to know which product sales and<br>highest and why, whether the product is profitable; what is selling and at what cost.<br>very often; the traditional accounting report are usually of little help to the manager<br>;a company account might be showing an overall profit arising from the business.<br>Without specifying which of the centre is doing very fine and which is not?<br>A detailed breakdown of firm’s sales records can be very useful and<br>informative such breakdown can update marketing executives who have been out<br>of touch. Additionally, routine sales analysis prepared weekly; monthly or even<br>yearly may show trend thus permitting marketing executing to check their basics<br>assumptions about performances, [kotler1986].<br>1.2 STATEMENT OF THE STUDY<br>The important of marketing control techniques in the efficient management<br>of companies cannot be over stressed.<br>Thus in the word of Mocker [1972:2] marketing or management control is a<br>systematic effort to set performances standard with planning objectives, to design<br>information feedback system, to compare actual performances with those perdetermined<br>standard, to determine whether there are deviation and to measure their<br>significance, and also to take any action necessary to ensure that all corporate<br>resources are being used in the most effective and efficient way possible in<br>achieving corporate objectives.<br>This view was also supported by Udeagha (1999:281) when he defined<br>management control as consisting all the measures undertaken by an organization<br>to measure performances against standard to ensure that the planned organization<br>activities objectives and goal are achieved.<br>Notwithstanding the positive views; expressed by these two authors above,<br>evidences abound that most of the companies do not apply marketing control in<br>their day to day operations.<br>This view was expressed when Kotler (1980:729) argued that in spite of the<br>need for effective marketing control; many companies have inaugurate control<br>procedures. He recent further to argue that many companies fall to compare them<br>price with competition to analysis warehousing and distribution costs, to analysis<br>the cause of returned merchandize, to conduct formal evaluation of advertising<br>effectiveness, and to review their sales-forces reports.<br>The negative attitude of some companies towards the application of<br>marketing techniques control for their operations as pointed in one of the major<br>factors that stimulated to researcher to embark on this study. The ideas was to find<br>out whether Enemite Limited as a roofing sheet manufacturing company based in<br>Enugu applies the concept of marketing control in its operation and the findings of<br>the study to make some recommendations.<br>1.3 OBJECTIVES OF THE STUDY<br>The researcher work was embarked upon to achieve the following objective<br>i. To investigate to what extent manufacturing firm time formal plans for their<br>activities.<br>ii. To determine whether the application of marketing control has any effect on<br>the achievement of the corporate goals and objectives of their organization<br>iii. To find out the specific area where the application of marketing control are<br>necessary.<br>iv. To determine the various marketing control techniques available in their<br>company.<br>v. To determine whether the application of marketing control techniques<br>enhance a firm’s competitive position.<br>vi. To ascertain the most frequently used marketing control techniques among<br>manufacturing firms.<br>vii. To make recommendation based on the findings of the researcher work that<br>will ensure improved productivity and efficiency. <br></p>