AN EVALUATION OF MARKETING STRATEGY AND ITS EFFECT ON ORGANIZATIONAL PRODUCTIVITY

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Organizations must be competitive in order to serve targeted groups effectively, meaningfully, and sustainably through the creation of proper marketing strategies. market competitiveness in today's business climate is a result of how well businesses can design and implement strategies, but competitiveness may also influence the character of the firm's selected strategy (Hopkins 2009). Advertising, in particular, has been seen and treated as an administrative function rather than a primary organizational capability. It concentrated on options specified by market research and selection of target market, product and brand growth, promotion, and distribution methods (Dwyer 2009). As an assignment to develop, advance, and transmit excellent and administrative to purchasers and organizations, this may present a one-sided perspective to some extent (Hopkins 2009). It is well acknowledged that obtaining a new client might wind up being significantly more expensive than maintaining a consistent customer structure among current consumers of a company (Nwosu 1996). It clearly demonstrates the requirement for increasing degrees of customer management in enterprises. A strategy is an organization's commitment to certain goods, markets, consumers, competitive tactics, and methods of company operation, and organizations that respond to competition strategically enhance their business performance and are able to remain competitive than those who do not (Kotler 2003). The strategies of the companies should be distinguished by a responsive work organization built on cooperative relationships not only inside the firm but also with external partners such as consumers, suppliers, and rivals. Flexibility and adaptability are also crucial management ideas for developing a lasting competitive advantage, and successful businesses incorporate them into new organizational plans. Companies now consider internationalization of their activities as a targeted strategy to living as a result of the industry's new globalization. Marketing strategy has evolved into a critical thorough instrument for any organization to remain focused economically and to grow.

1.2 STATEMENT OF THE PROBLEM

On all fronts, marketing with a defined market emphasis is becoming increasingly crucial for the company (Kotler 2003). Since the 1990s, marketing tactics have been actively debated in the countries, as customers have gotten more demanding from firms in their trades, while - focusing problems (Baker 1995). A market-driven cumulative effect capacity to assist process operations is used to communicate the expectations of a preceding customer's reward boosted. Effective marketing tactics have made a significant contribution to the accomplishment of post-purchase satisfaction on the part of customers who utilize a specific product in the market. Marketing strategies that have been well designed and implemented have played significant roles in the success of businesses in Nigeria. Every firm that wants to increase its marketing must have solid marketing strategies to ensure efficient and productive operations. These strategies, if implemented correctly, should boost the firm's sales and profitability while also allowing the company to meet its stated goals/objectives. It was demonstrated that the strategy of developing strong customer relationships provided a significant competitive advantage and was capable of coordinating rivals' welcomes (Dwyer 2009). Marketing tactics, without a doubt, aid in the promotion of organizational productivity, but do they function and are the strategies effective?

1.3 OBJECTIVES OF THE PROBLEM

The primary objective of this study is to evaluate market strategies and its effect on organizational productivity. Other objectives of the study are:

i.          To examine the causes of organizational unproductivity.

ii.        To examine the different marketing strategies used for organizational productivity.

iii.      To assess the extent good marketing strategies enhances organizational productivity.

1.4 RESEARCH QUESTIONS

The following research questions will be answered by this study.

i.          What are the causes of organizational unproductivity?

ii.        What the different marketing strategies used for organizational productivity?

iii.      To what extent does good marketing strategies enhance organizational productivity?

1.5 SIGNIFICANCE OF THE STUDY

This study will be significant to organizations as the findings of this research will show how effective marketing is to organizational productivity. This study will also be beneficial to the marketing industry as they will know the different marketing strategies to be used in promotion for organizational productivity.

Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regards to paternalistic leadership styles and their effects on workplace relationships.

1.6 SCOPE OF THE STUDY

This study will be focused on the evaluation of marketing strategies on organizational performance. It will also be focused on the causes of organizational unproductivity, examine the different marketing strategies used for organizational productivity and assess the extent good marketing strategies enhance organizational productivity.

The management and staff of NASCO group of companies, Jos as enrolled participants for the survey.

1.7 LIMITATIONS OF THE STUDY

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

1.8 DEFINITION OF TERMS

Evaluation: is a systematic determination of a subject's merit, worth and significance, using criteria governed by a set of standards

Marketing strategy:  a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

Organizational productivity: the capacity of an organisation, institution, or business to produce desired results with a minimum expenditure of energy, time, money, personnel, materiel, etc.

REFERENCES

Baker, M.J. (1995), “Issues in Strategic marketing” London: Routledge Encyclopedia of Marketing.

Chafee, E.E. (1985), “Marketing Strategic Management Political Science Quarterly 2, June.

Dwyer, K.D. (2009), “Strategic Planning: A Must for All Organizations,” Routledge journal of Public Administrations, Volume 31.

Henry, A.A (1984), Consumer Behaviour and Marketing Action, Boston: PWS Kent Publishing.

Hopkins, L.C. (2009), “Transformational Leadership In the Public Sector” Journal of Public Administration Research, Volume 20, No 3.

Kotler, P. (1997), Marketing Management: Analysis, Planning and Control, New Jersey: Prentice Hall Inc.

Nwosu, I.E. (1996), Public Relations Management: Issues, Principles and Applications, Lagos: Dominican Publishers.

Stanton, W.J. (1982), Fundamentals of Marketing, New York: McGraw Hill Inc.

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