Impact of Marketing Research in Achieving Organizational Goal

Impact of Marketing Research in Achieving Organizational Goal

Abstract

The relevance of marketing information systems in the achievement of organizational objectives is the focus of the research study using Nigeria Bottling Company (NBC) Owerri as a case study. A marketing information system helps to provide data with which the organization carries out its various function. Any organization that operates with the aid of a well-organized marketing information system will achieve its objectives and quality services will be rendered in the case of service-orientated organizations. This also implies that there will be improved managerial functions such as planning, organizing, controlling, decision making, etc. in the organization. A total of eight copies of the questionnaire were given out to retrieve information from the respondents. Data gotten were analyzed using a simple percentage method in a frequency table. It was found that a marketing information system is relevant in achieving organizational objectives. Recommendations and conclusions were drawn based on the findings of the research.

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The essence of this researcher on this particular topic is to know the impact of marketing research in the achievement of organization objective no meaning full decision is made without information and therefore information is data that has been processed, interpreted, and understood by the recipient of the massage. The success of any organization is rooted mostly in the amount and quality of information they get. Many scholars believed that to manage a business well is to manage its future and to manage its future is to manage information. For that we now look at the importance of information: Information tends to cover various areas of marketing operational areas Information will keep the organization afloat on what is happening in the labor market for that reason, most specialized areas of management have their professional informat6ion system especially with the advent of computer technology in the 1950s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from the point we now define the organization as a combination of people or individual effort purposes called organization goal. Marketing information system (MKIS) consists of people, equipment, and procedure to gather sort, analyzed, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decisions. Data is regularly collected; they are continually updated as environmental condition changes. The data are converted into useful information e.g. sales figures may be translated into a plan for production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasize information systems as they influence effective performance in the manufacturing organization. The Nigeria bottling company plc (NBC) has been operating in Nigerian since 1951. it is controlled by the Leventis Group, an organization that has extensive trading and manufacturing interest in Nigeria and West Africa. The company is a multinational company that is into the production of beverage drinks such as coca-cola, Fanta, Sprite, Schweppes, Eva water, and five Alive. Its head office in Nigeria is located at Addo house, Lagos. It has facilities and over 80 distribution warehouses across Nigeria. The Owerri plant started operation approximately in 1986 in Owerri. It started with the production of coca-cola (coke) Fanta and sprite before other brands were added. The success of any organization is rooted mostly in the amount and quality of information they get. Many scholars believed that to manage a business well is to manage its future and to manage its future is to manage information. For that we now look at the importance of information: Information tend to cover various areas of marketing operational areas

Information will keep organizations afloat on what is happening in the labor market for that reason, most specialized areas of management have their professional informat6ion system, especially with the advent of computer technology in the 1950s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from the point we now define the organization as a combination of people or individual effort purposes called organization goal. Marketing information system (MKIS) consists of people, equipment, and procedure to gather sort, analyzed, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decisions. Data is regularly collected; they are continually updated as environmental condition changes. The data are converted into useful information e.g. sales figures may be translated into a plan for production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasize information systems as they influence effective performance in the manufacturing organization.

1.2 STATEMENT OF PROBLEM

Observation has proved that for an organization to function very well and for it to have the dynamic and flexible outcome of production it depends largely on the proper use of a marketing information system to minimize risk and failure in a manufacturing organization. The essence of this study is to show the relevance of (MKIS) to marketing and in facilitating decision making of marketing and also to determine the extent to which it has enabled planning control and operation all functions of an organization planning requires marketing information system, the marketers have to retrieve information accurately from different reliable sources to enhance quality decision making marketing information system aid the reception.

Most organization don’t have an effective information system and if they have their information are not effective as to its role toward goals objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision-making function, many of them as a matter of facts don’t make use of the information supplied to them from within and outside the organization and if they do to some degree, they don’t make optimum use of the data received about the business environment. There is also the problem of evaluating the impact of marketing information systems on the achievement of objectives many marketers are yet to capitalize on and utilize the information for decision making and goals attainment. Therefore the questions are as to whether marketing information systems enable organizations to achieve their objectives.

1.3 OBJECTIVE OF THE STUDY

The general objective of this study is to appraise the relevance of the marketing information system in the achievement of organizational objectives with a specific reference to Nigeria’s bottling company. However, the specific objectives are to;

To determine how marketing research aids in the achievement of organization objectives based on improved marketing performance.

To ascertain whether the use of marketing in the intelligent system contributes significantly to the accuracy of the marketing information system.

To determine whether the marketing internal reporting system contributed to the attainment of the organization’s objective.

To determine the relevance of an analytical marketing system to the achievement of organization objectives.

To make necessary recommendations on how to improve the effectiveness of the marketing intelligence system.

1.4 RESEARCH QUESTIONS

The following questions would be addressed: 1. Organizations’ objectives are based on improved marketing performance. 2. Does the use of marketing intelligence systems contribute significantly to the accuracy of marketing information systems? 3. Does the marketing internal reporting system contribute to the attainment of organization o0bjectives?

4. What is the relevance of the analytical marketing system in the achievement of organizations’ objectives?

1.5 SIGNIFICANCE OF THE STUDY

The significance of this study deals with several benefits derivable from the project work and then the people that will be benefiting from the project work. These people are. 1. The researcher: the research work will be a great work to the research in the sense that it will tend to enlighten him/her on the procedures on how to conduct a research.

2. The company itself: the research work would go a long way in educating the firm on how to have an improved marketing information system.

1.6 SCOPE OF THE STUDY

The case study for this undertaking is restricted to Anambra Imo River Basin Development Authority Owerri Imo state. The finding from the study of the impact of marketing research AIRBD will be used to generalize the effectiveness of marketing research in Anambra Imo River Basin Development Authority Owerri and other organizations making use of information systems.

As the above statement indicates the entire study focuses on (NBC) as an instrument of the federal government in realizing its goals of making information.

1.7 LIMITATION OF THE STUDY

In an undertaking of this nature, it demands that a lot of resources, time, energy; intellectual ability, and carefulness should be expanded. There is no doubt that there should be limitations and obstacles looming largely ahead trying to prove insurmountable of all the limitation is time factor which tends to the most crucial despite the lengthy period allowed. The researcher lots of problems came in between to consume most of the time that would have been useful to the researcher. This ranges from time to financial resources limitations.

1.8 DEFINITION OF TERMS

MARKETING: is the identification and satisfaction of consumers’ needs and wants through the exchange process.

INFORMATION: Information is anything capable of affecting the uncertainty associated with a given situation.

OBJECTIVE: Objectives are a broad and qualitative statement about the organization’s performance.

GOAL: A goal refers to the end toward which activity is aimed.

DATA: Data is simply defined as any figure, word, letter, chart, or symbol that attempts to convey a condition, situation, or idea.

ORGANIZATION: An organization is a combination of people or individual effort, working together to achieve an organizational goal.