Marketing

The Impact of Marketing Information System in New Planning Outcome

The Impact of Marketing Information System in New Planning Development (A Case Study of Akaraka Industry Plc.)

ABSTRACT

Marketing information systems played in the satisfaction of customers cannot be other emphasized in the sense that marketing information system is that which firms used to identify their customer needs and go to satisfy their profitability. these research work made us understand the extent to which information systems have helped in solving the problems of customers more specifically Akaraka industry plc customer hence it is found that effective marketing information increases the satisfaction of customer needs, therefore, satisfy of customer needs, firms in the industrial should.

TABLE OF CONTENTS

Title page – – – – – – – – -i
Approval page – – – – – – – -ii
Dedication – – – – – – – -iii
Acknowledgement – – – – – – -iv
Abstract – – – – – – – – -v
Table of contents – – – – – – -vi-ix
CHAPTER ONE
1.0 Introduction – – – – – – -1-3
1.1 Background of the study – – – – -3-6
1.2 Statement of the problems – – – -6-9
1.3 Objectives of the study – – – – -9-10
1.4 Research question – – – – – -10
1.5 Statement of hypothesis- – – – – -10-11
1.6 Significant of the study- – – – – -12
1.7 Scope of the study – – – – – -13
1.8 Limitation of the study- – – – – -13
1.9 Definition of terms – – – – – – -14
Reference – – – – – – – –
CHAPTER TWO
2.0 Literature review- – – – – -11
2.1 introduction – – – – —– -11
2.1 What is Marketing – – – – -11-17
2.2 Marketing information system and
Techniques in Berger – – – – – 17-30
2.3 new product development processes
;Generation of ideas – – – – – 30-33
2.4 adoption of innovation/buying decision process 33-37
2.5 REASONS WHY NEW PRODUCTS FAIL – 37-41
2.6 THE RELEVANCE OF MARKETING — -42-44
2.7 contribution to purpose and objectives- 44-47
2.8 A BRIEF HISTORY OF AKARAKA INDUSTRYS PLC. 47-51
Reference: – – – – – – – 52
CHAPTER THREE
3 Research design and methodology – – -53
3.4 Introduction – – – – – – -53
3.5 Research design- – – – – – -55
3.6 Sources/methods of data collection- – -56
3.7 Validity and reliability of measuring instrument-57
3.8 Method of data analysis – – – – – 58
CHAPTER FOUR
4 Presentation and analysis of data – – – 59
4.4 Introduction- – – – – – – -59
4.5 Presentation of data – – – – – -59-60
4.6 Analysis of data – – – – – – 60-66
CHAPTER FIVE
5 summary, conclusion and recommendations -67
5.4 Summary of findings – – – – -68
5.5 Conclusion – – – – – – -69
5.6 Recommendations – – – – – -69-70
Bibliography – – – – – – – 71
Appendix – – – – – – — – 72
Questionnaire – – – – — – – 73-75

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

It has often been said that a new product suddenly succeeds in the market. This is not far from the truth, however many new products that meet the demands of the customer cannot in any way fail furthermore those that paid to do so due to their inability to meet the needs of consumers by so doing they come face to face with tool rejection thereby leading to the failure.

Firstly, marketing research and marketing information systems are concerned with information gathering according to the American marketing association (AMA). Marketing research is the systematic gathering recording and anal sizing of data about problems relating to the marketing of goods and services A major weakness of this definition is that it implicitly ignores the fact that not only do marketing researchers analyze and solve problems but they identify them.

Secondly, in marketing research and marketing information systems it has also been suggested that while it focused on information generation marketing information to marketing decision-makers

Thirdly, marketing research would appear in more of a curative medicine a marketing system is both curative and preventive.

Finally, marketing research is a part and parcel of an organization’s marketing information system since the lather is much broader in scope for any marketing organization to succeed it needs a regular supply of current information for marketing decisions.

An analysis of the impact of marketing information systems in new product development and planning is located at 13 road aba Abia state. it was incorporated as saclux industrial ltd on the 21st February 1940 by the parts through the founder was Robert William in paints industries liability company quoted on the Nigeria stock exchange since 1973 with Nigerians current having 50% equality holidays.

Saclux today employs about 50, 00 people in about 50 counters worldwide and supports the jobs of many thousand distributors contractors, and suppliers.

Following the existing trading interests in Nigeria and West Africa generally involved the fact that he had since the 17th century been greatly involved with the paint industries in the eastern region.

Saclux industries Nigeria plc started with a paints company and is today one of the most solid surviving manufacturing companies or organizations in Nigeria. After a series of mergers or acquisitions, the company diversified into manufacturing and marketing paint detergents, and personal care products.

These mergers or acquisitions brought in paints industries in 1986, this brought ponds industries ltd in 1988.

The company changed its name to Saclux industries plc in 2000. Information and reliable data form the bedrock of any management decision. They also form the basis for all the diagnostic and prognostic efforts of managers from a marketing standpoint, problems can only be anticipated identified analyzed resolved, or prevented if accurate and reliable and external sources. This overriding impact of marketing information is so obvious that every trained marketing manager made deliberated efforts to generate analyzes and use reliable marketing-related information.

Marketing research and making information systems are concerned with information gathering. According to the American marketing association (A.M.A), marketing research is the systematic gathering recording, and analysis of data about problems relating to the marketing of goods and services.

A major weakness of this definition is that it implicitly ignores the fact that not only marketing research analyzes and solves problems but identify them. Secondly, it has been criticized for not being clear on the goals of marketing. A short but acceptable definition sees marketing research as a formalized decision.

Taken together these two definitions reveal the nature and scope of marketing research, Firstly, they show that the purpose of marketing research is to aid in marketing decisions, it may help to identify marketing problems and opportunities available course of action in resolving the matter.

Secondly, it is a formalized or systematic means of obtaining the needed information. This is the process in which either accident happened but deliberate and organized. It is systematic in the sense of following a defined and three-tested procedure.

Thirdly, following closely from the second observation is the fact that marketing research seeks observation objectively, in so doing the marketing research process aim at being scientific in the sense of finding out what is although the information generated is expected among other things to help determine what should be.

Finally, it is an aid to marketing decisions of the following; product planning, product development, and modification of product features, pricing, media selection effectiveness competitive factors.

In focusing on any of these or any other marketing-related issues, marketing research may help in problems identification as well as the choice among alternative solutions for the problems.

A marketing information system (MIS) is a continuing and interacting structure of people equipment and procedures together, sort.

1.2 STATEMENT OF THE PROBLEMS

It has often been said that a new product suddenly succeeds in the market. This is not far from the truth, however, many new products that meet the demands of and evaluate and distribute pertinent timely, and accurate information for use by marketing decision-makers to improve their meeting planning implementation control.

When compared with the definition of marketing research given earlier the difference becomes obvious.

Firstly, whereas marketing research gathers and analyzes needed information on an ad-hoc nonrecurrent basis marketing information system is insulted to do this is a regular basis.

Secondly, it has also been suggested that while marketing research focused on information generation marketing decision markers.

Thirdly, it would appear that while marketing research in move of a curative medicine a marketing information system in both curative and preventive.

Finally marketing information system since the latter is many borders in scope. For any marketing organization to succeed it needs a regular supply of current and relevant information for marketing decisions marketing.

To be useful such information must be regular timely relevant and accurate the operations of the marketing information system involved have financial outlays. Therefore a cost-benefit analysis is a relevant information that should not be gathered just because they are retested by the decision-maker. It is necessary to ensure that they are likely to help improve the quality of decisions.

The customers cannot in any way fair furthermore those that paid do so due to their inability to meet the needs of consumers so doing they come face to face with total ejection thereby leading to their failure.

The impact of relevant information cannot be over-emphasized because, it has been said by authorities that information is the lifeblood of every marketing organization, without information marketing cannot ascertain the decisions as well as the heart of their customers whom they are meant to satisfy and so they fail.

The only way is to generate relevant information and ensure that it gets to marketers for use, is through marketing information like towns that cannot be separated. Unfortunately, however, most organization takes them for granted either due to a total lack of knowledge of the essence of the marketing concept or due to the enormous expenditure involved in gathering information.

This invariably affects the quality of their decision and the ability of their new products to meet consumers’ demands.

The essence of this work, therefore, is to examine the impact of marketing information systems on new product development and planning.

1.3 PURPOSE AND OBJECTIVES OF THE STUDY

This study aims to examine the application of marketing information systems in new product planning and development.

Especially the study intends to achieve the following;

  1. To determine if the Akaraka industry has a marketing unit.
  2. To determine the status of marketing information system/marketing research in the Akaraka industry.
  3. To determine if the firm has resources for marketing information systems in planning and developing new products.
  4. To determine the essence of the marketing information system in generating data for new product planning and development.

1.4 RESEARCH QUESTIONS

The researcher has the main task of finding out the following:

  1. Does the Akaraka industry have a marketing information unit?
  2. What is the status of marketing information system/marketing research in the Akaraka industry?
  3. Do the firm have resources for marketing information system in planning and developing new product
  4. of what essence is the marketing information system in generating data for new product planning and development.

1.5 SIGNIFICANT OF THE STUDY

The need for this study cannot be overemphasized, in the marketing information system in new product planning and development. Thus, it is expected that this study will be beneficial to Akaraka industry plc on which this research work is being conducted, so as tits findings will guide the product R and D managers in product planning and development. The consumer will also benefit from this study and its findings, if it is implemented very well, it will guide the company and other companies in creating products that will meet the taste and preferences of the consumer. Also, the work when completed will serve as reference materials for other scholars in the field of study.

1.6 LIMITATION OF THE STUDY

In carrying out this research, the researcher was faced with so many problems, which hampered the researcher’s efforts to some extent.

There was a problem of the insufficient fund and limited time for further research, from this there is room for further research at this point by anyone who would wish to continue from this point.

During the administration of the questionnaires, there was a problem of relevance on the part of staff to respond to questions of the questionnaires, it took time before they could be convenient to do so, and there were problems of refusal of disclosing some information required from them.

1.7 DEFINITION OF TERMS

There are the technical and professional terms that appear in this research work and their contextual meaning.

  1. Marketing information system: Is the structural interacting complex of persons, machines, and producers designed to generate an order flow of pertinent information collected from internal and external firm sources for use as the basis for decision marking.
  2. Marketing: Is defined as a social and managerial process by which individuals and groups obtain what they need and want are through creating offerings and exchanging products of value with others.
  3. Marketing research Is the systematic gathering, recording, and analysis of data about problems relating to the marketing of goods and services.
  4. New product: Comprises original products, product improvement, product modification, and the brands that the firm develops through its research and development efforts.

1.8 SCOPE OF THE STUDY

Akasaka industry plc is one of the firms in the oligopolistic market of the paint industry in Nigeria. It has the following; Clover paint plc, Aka paint plc, Saclux paint, and Besta paint as its major rivals, the choice of Akaraka industry plc as the case study of this research was informed by difficulties met by the researcher in the attempt to ensure the detailed study of the entire firm in the same industry. Within its firm, the personnel in the marketing department were interviewed in executing the work, equally consumers of Akaraka industry resident in Aba area were used, it has to be so, because the product is a national brand and the researcher could not cover the whole nations, hence Aba area was provided as a good representative of all the market.

1.9 ORGANIZATION OF THE STUDY

The research work is divided into five chapters.

Chapter one it’s the general introduction of the statement of problems research question purpose of the study operational definition of the limitation of the term of the study and organization of the study.

Chapter two consists of the literature review that tries to show what has been written about this topic previously.

Chapter three is the research methodology of the study selection of data collection of primary and secondary data sampling size and data analysis techniques.

Chapter four carries the presentation and analysis of the data test of the hypothesis.

Chapter five is the last chapter that embodies a summary conclusion and recommendations.



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