CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

In carrying out Marketing Analysis, Evaluation and Distribution, Marketing Managers need timely and accurate information about customers, competitions, dealers and other forces in the market place.  Marion Herper (2000, pg 203) says the “to manage a business well is to manage its future and to manage the future is to manage information”. (Kolter and Armstrong (2000, pg 114) in An Introduction to Marketing).

During the past century, most companies were small and knew their customers first hand, managers pick up marketing information by starting around people observing them and asking them questions.  In this present century, many factors have increased the need for more and better information management.  As companies expend into national and international markets, they need more information on large and more distant markets.

As income increase and customers become more selective, managers need better information about how customers behave to different products.  Marketing managers need information on the effectiveness of their marketing tools.  In today’s rapidly changing environments, managers need much better up- to –date information to make timely decision.

Marketing Information System (MIS) begins and ends with the marketing managers to asses their information needs and also develop the needed information from internal company records, marketing intelligence activities and marketing research process.  In addition, the marketing information system distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control.

By accessing information needs, a good marketing information system balances the information managers would like to have against what they really need and what is feasible to offer. Sometimes MIS cannot supply all the information managers are requesting for. MIS must therefore, watch the marketing environment and provide decision – makers with information they should have to make key marketing decisions.  More so, developing information is required for making day - to – day planning, implementation and control decision.  The development of information is subdivided into three (3): Internal Records (Report), Marketing Intelligence and Marketing Research.

Most companies of today are faced with the problem of declining level of sales.  Therefore, marketing information system as related to the Peugeot Automobile Nigeria Limited (PAN), Kaduna is intended to improve the general level of sales in the company and other existing companies in the country.

1.2     STATEMENT OF THE PROBLEM

Paramount problem as regards to the decline in the level of sales in most companies in Nigeria is due to insufficient marketing information system.  This situation led the researcher to undertake a research work to know how to improve the standard of marketing information system, and to know the roles that could be played by the marketing information system in enhancing sales of the Peugeot Automobile Nigeria Limited (PAN) Kaduna.  The problem to be examined is to determine how sales could be maintained using marketing information system.

1.3     OBJECTIVES OF THE STUDY

The study has its objective towards improving the effectiveness of marketing information system and to also improve the sales margin of companies in Nigeria.  Other objectives are:

i.           To determine the objectives of Marketing information system in the organisation

ii.        To investigate the functions of marketing information system in Peugeot Automobile Nigeria Plc

iii.      To investigate the limitation of marketing information system  in the organisation.

iv.                    To Examine the contribution of marketing Information System in the organisation

1.4     SIGNIFICANCE OF THE STUDY

The importance of this study (Research Work) is to help Peugeot Automobile Nigerian Limited (PAN) to embark on marketing information system, so as to help them in establishing a well rooted company through the enhancement of sales.  It is also of great importance to other companies in that at the end of the study, they would diligently make reference to this work and also take the necessary measures to meet up with efficient and effective marketing information system that will improve their levels of sales.

1.5     RESEARCH QUESTION

i.             What are the objectives of Marketing Information System in the organisation?

ii.           What are the functions of Marketing Information System in Peugeot Automobile Nigeria Plc

iii.        What are the limitations of Marketing Information System in the organisation?

iv.        What are the contribution of Marketing Information System to the organisation

1.6     SCOPE OF THE STUDY

The study will be conducted in Peugeot Automobile Nigeria Limited, (PAN)   head office Kaduna. This project work is particularly concerned about how Marketing information system on is carried out in an organization with emphasis on Peugeot Automobile Nigeria Limited, (PAN.  It also looks at the objectives and techniques of the MIS. Therefore, the study only covers the Peugeot Automobile Nigeria Limited, (PAN.  i.e. the geographical, social, economic and the cultural set up of the locality, types of marketing information and method of getting information to assist the marketing managers in their dealings.

1.7     LIMITATION OF THE STUDY

This research work is limited by inadequate fund, during the course of the study the researcher find it difficult to raise sufficient fund to carry out this project work. Another limitation of this project work is that no relevant material on this topic is ready available to the research as such prevented the researcher from extending this project work to other companies.  Therefore, the study only covers Peugeot Automobile Nigeria limited (PAN), Kaduna.  

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