AN OBSERVATION STRATEGIC MARKETING PLANNING AS A FUNDAMENTAL TOOL FOR ORGANIZATIONAL GROWTH
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1.1 BACKGROUND TO THE STUDY
The Establishment of different organizational within different products increases the rate of competition and new development in production process has brought new strategies that will serve as a guide platform for the development of the organizational and survival of the organizational both in the short and long run.
Planning is necessary for the organizations so that they can effectively and efficiently ensure steady growth and development of the organizational especially in the face of depressed economy in a country like Nigeria.
The role of strategic marketing planning as an essential tool for organizational growth can not be over emphasized as it help to define the long term policy of the organizational. Strategic marketing planning is concerned mainly with the long term planning and related matters such as decision making and formulating organizational objectives. Strategic marketing planning means finding alternative opportunities and developing profitable marketing strategies specifics a target market ad related marketing mix.
Strategic marketing planning is a process of developing and maintaining strategic plans between the goals of the organizational and capacities and it changing marketing opportunities.
It relies on developing clear organizational objectives strategic marketing planning as a way of life will be suitable and practicable in addressing the needs of the organizational presently and in the nearest future.
Hence the organizational management will be saddled with the responsibility of seeing their plan work effectively as expected.
In conclusion the function of management is to be more concerned with what is going on outside the management than what is happening internally
Its marketing activities will be mainly conducted across the boundaries of managers of all kinds not only marketing strategies.
Solid marketing strategies is the foundation of a well written marketing plan.
While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of a little use. A marketing plan is a comprehensive blue print which outline an organizations overall marketing effort.
1.2 STATEMENT OF PROBLEMS OF THE STUDY
Marketing planning as a concept, is a process deciding in advance what to do, why it should be done, where it is should be done and how it is should be done.
Planning is the most basic of all management functions as it is the starting point from which all subsequent activities will develop.
Every business need a marketing plan that surely work for a business to become a fit.
However, not all marketing plan would succeed, sometimes, its in other way around. So the question is, if marketing plan’s goal is for the business to succeed then how come, at time it fails?
Unfortunately, most organization do not pay attention to adequate and effective planning in the process of setting broad objectives of a business .
The products to be produced, fixed assets to be purchased or leased, profit to be earned and the social obligations to employees and consumers most importantly selling the organizations products.
Another problem encountered by an organization in this research work include:-
i. Choosing the wrong market.
ii. Taking the focus of the customer
iii. Out of sight of mind
iv. Going for the latest greatest thing
The fallout of the above, is frustration, indebtedness, shortage and eventual total collapse of such business setup.
Therefore., this study is specifically out to examine and appraise strategic marketing planning as an essential tools for organizational growth .
Bothering and widely of knowledge is another problems encountered by the researcher during the research process.
1.3 AIMS AND OBJECTIVES OF THE STUDY
Strategic marketing planning basically aimed to make the business provide solution to the problem of customer.
If marketing planning which is to be carried out by the marketing practitioners are not strategically identifies, the company will be liable to face liquidating
(it determines the success and the exist of the organizational)
The accomplish of this project work aimed at the following:-
1. To find out and explain the roles that strategic marketing planning perform in the organizations
2. To increase the growth and sales volume of an organization thereby determine profit margin.
3. To examine the impact of strategic marketing planning as a tools for organizational set goals.
4. To bring customer relation in order to achieve a common goal
5. To aimed and examine the way and method of identifying the customer needs and want in the target market.
However, the study aimed to enable the firm to develop and maintain a variable means of goods and services to be offered in the market place which involve decision about raw material.
1.4 SIGNIFICANCE OF THE STUDY
The research work is carried out in order to ascertain the impact of strategic marketing planning as adopted by many organizations particularly Nigeria Bottling Company, Ilorin Branch
The result of this research work is also important for an organization in order to increase the growth and sales volume of the particular organization whereby the growth and sales volume of the particular organization whereby determine the profit margin and ensures the future of the organization either they are making profit and to utilized the customer needs and want.
The success of this research work is also important for people in the society to setup an organization if they could be able to go through the research.
It widely the knowledge of the researcher.
This study is equally hope to be a source for further research into the area of marketing planning and with a view to achieve organizational growth most especially in the area of reducing risks associated with and inherent danger of improper marketing planning.
A marketing plan without a sound strategic foundation of a little use.