CHAPTER ONE
INTRODUCTION
1.1 Backgrounds of the Study
The Nasco Group of company was established in Jos in 1963 by Nasirudeen’s father Ahmed Idris Nasirudeen. The company grew from its small roots to become a major conglomerate with four major manufacturing units and other investments in the service sector. The company has a strong focus on agro-business and is involved in backward integration in this sector.
In 1981, Nasirudeen become the managing Director of Nasco Estate Company Limited, Lagos, Nigeria. By 1983, he had became Vice President of Nasco International, Milar Italy. In 1990, he assumed the office of president of Nasco Group Nigeria Limited, until 1999, when he was elevated this time as the Vice Chairman of Nasco Group International Milar Italy. Since 2004 Nasirudeen has served as chairman/CEO of Nasco Group Limited Jos.
Nasco Group is one of the largest fast moving Consumer Goods (FMCG) Companies in the West African region from its headquarters in the heart of Nigeria, the company manufactures and distributes an outstanding collection of popular brands across the food and house hold sectors. Nasco takes great pride in making superior products in a manner that is consistent with the highest standards of corporate behavior.
Nasco is very passionate about providing people with the essentials for a quality life and it has one of the most efficient distribution networks in the region ensuring that its products reach millions of homes in a faraway markets. Today Nasco is the largest private employer and tax payer in Plateau State, and one of the largest private employer in all of northern Nigeria. Its various sites and offices, and directly sustains the employment and livelihoods of over 350,000 people across the nation.
1.2 Statement of Problem
The high rate of inflation in the country, the complexity of modern business activities, its interaction with the environment, dynamic and changing of marketing environment.
The present economic situation in Nigeria indicates that business organization should deliciously carry out marketing planning in order to make elective use of available scarce resources. Further, the competitive nature of business activities demands that companies should formulate their marketing efforts into an action programme that will help to increase their shares as it has been observed.
It is therefore, relevant at this period of structural adjustment programme to undertake studies on marketing planning to minimize problems encountered by companies in an attempt to integrate and co-ordinate their marketing efforts in a current marketing programme.
1.3 Research Question
Marketing planning may be done formally or informally in a simple or sophisticated manner.
Planning these days is inevitable when economic and other market condition pose challenge to managers. The idea behind this research work is therefore to highlight the problem against elective marketing planning in a business organization.
The pertinent statements of this research work are:
i. How does this organization implement marketing planning?
ii. Does marketing planning have an impact on business organization?
iii. Does effective marketing planning ensued the continual growth and success of business organization?
iv. What method of control does those business organization used in their evaluation in marketing planning activities?
1.4 Research Hypothesis
An hypothesis is a tentative statement of plausible assumption, the validity of which is yet to be known. Here are some statements of reasonable assumption made and later subjected to test.
Hypothesis One
HO: Marketing planning is not valuable to management decision making of an organization.
HI: Marketing planning is valuable to management decision making of an organization.
Hypothesis Two
HO: Inventory management has no relationship with effective planning.
HI: Inventory management has a relationship with effective planning.
1.5 Purpose of the Study
The purpose is to analysis the importance of effective marketing planning in relation to the present companies’ products. Also, to improve the local way of product thereby the generation of revenue helps the corporation to have enough financial resources to assist the consumers and workers to be able to stand on the fact instead of depending on imported raw materials.
Finally, the aim at the research is to investigate how the organization objectives are achieved and the possible means of solving problem relating to how management set up specific objectives.
1.6 Scope of the Study
The study examines how organization plan the requirement of a good marketing plan will also be looked into.
Finally, an attempt has been made to proffer some recommendation as solution to most marketing problem discussed.
1.7 Significance of the Study
The significance of this study can never be over emphasized. The study will be very significance to the organization under study because it will enable them to know the importance and intricacies of marketing planning. It will enable them to know the regulation and restriction governing marketing planning.
In a similar vein, it is also significance to other organization who are engaged in producing goods with misleading information to gain a higher share of the market by reminding them of the regulations and restriction governing marketing planning.
It will also serve as an influence materials to other researchers who wants to make further research into the under study.
1.8 Limitations of the Study
The conduct of research in Nigeria is confronted with challenges in order to put together materials that are necessary for this research, some of the difficulties encountered are:
1. Time: In view of the fact that the research combines work with academics, time becomes a very limiting factor.
2. Fund: Carrying out a research requires finance in order to fulfill the set requirement to complete and ensure that the initiatives of the researcher are brought together for the completion of the research.
3. Geographical Spread: In view of the national spread of NASCO groups under study, there is the limitation of geographical coverage for interviews and additional information on collection.
4. Reluctance of divulge corporate strategies: It is anticipated that some of this managers may not fully disclose their marketing because of competition.
1.9 Definition of Terms
In this study, the following definition is relevant to the terms marketing planning and business organization shall be adopted:
1. Marketing: According to Americas Marketing Association (AMA), marketing can be defined as consisting of the performance of business activities that direct the flow of goods and services from producer to consumer or users.
2. Marketing Planning: According to Jotter and Armstrong (2010), marketing planning involves in deciding on marketing strategies that help the company to attain in overall strategies objectives.
3. Planning: According to Adeleye (2000), planning is a systematic and continuous managerial process involving the anticipation and assessment of problem, opportunities and corporate capabilities as well as the specification of the goals to be achieved and the actions to be under taken to achieve them.
4. Business: This is an enterprise or firm, as a organization involved in the trade of goods and services, or both to consumers. Business is prevalent in capitalist economics, where most of them are privately owned and provide goods and services to customers in exchange of other goods, services, or money (Kotler, 2003).
5. Organization: Is a social unit of people that is structured and managed to meet a need or to pursue collective goals. Organizations are open system-they affect and are affected by their environment.
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