ENHANCING CORPORATE GOAL THROUGH STRATEGIC MARKETING PLANNING (A STUDY OF LAFARGE WAPCO NIG. PLC)

Organizational performance is getting more and more important, especially in a market with
greater competition and changing economic dynamics. Emphasis on creating the right opportunity
to reach out to the audience, and meeting the requirements in the most optimal method has become
the norm for organizations. This study therefore seeks to investigate the effect of strategic
marketing planning on corporate goal of Lafarge Africa Plc. Questionnaire was used to elicit
information from top management staff of Lafarge Africa that constituted the population for the
study. The study hypotheses were tested using the Pearson’s Product Moment Correlation
Coefficient to establish the significance of relationship between the managerial experts and
organizational environment used in measuring performance of the organization. Findings from the
study revealed a significant effect on the growth and performance of Lafarge Africa Plc when
managerial experts and organizational environment are well utilized. Thus, indicated that there is
a statistically significant positive relationship between strategic marketing planning and corporate
goal of the firm. On the basis of the findings, it would be justified to conclude that strategic
planning is beneficial to organizations in achieving set goal and recommends that other corporate
organizations alike, should engage in strategic marketing planning in order to enhance corporate
performance that aligned with the stated goal.