MARKETING PLANNING AS A STRATEGY FOR EFFICIENT BUSINESS PERFORMANCE (A CASE STUDY OF UNILEVER NIGERIA PLC LAGOS)

ABSTRACT

The study research on marketing planning as a strategy for business performance in Nigeria organization. Case study of unilever Nigeria plc Lagos. In any business organization, marketing is very important aspect of entice activities and therefore proper planning and control have to be given to it so as to ensure effect and efficient maximization of profit which is the most important objective any business organization. Marketing meaning may be part of overall business plan or may be separate from overall plan and assign to specific segment or department in an organization (usually marketing department) so as to ensure efficiently maximization of marketing objectives in sales oriented organization. It was concluded that market planning complement the efforts of each other toward the marketing strategy for efficient business perform in an organization, marketing planning also serve as a major role in a firm over all marketing strategy o marketing efforts. Marketing planning goals for the effective use of organization resources. It also recommended as a function designs incentive pay plan to not only motivate and reward fraut line staff but also to align marketing activities with corporate mission.

TABLE OF CONTENTS

Title page

Certification i

Dedication        ii

Acknowledgments       iii

Abstract        iv

Table of contents

CHAPTER ONE: INTRODUCTION

1. 1 Introduction to the study        1

1.2 Statement of problem        3

1.3 Objectives of the Study        4

1.4 Significance of the Study        4

1.5 Scope of the Study        5    

1.6 Limitation to the Study        6

CHAPTER TWO: REVIEW OF RELEVANT LITERATURE

2.1 Concept Marketing Planning        8

2.2 Marketing Planning Process        9

2.3 Aims and Objectives of Marketing Planning      13

2.4 Marketing Strategy      13

2.5 Important of Marketing Planning      14

2.6 Contribution of Marketing Planning to Business Performance      15 

2.7 Challenges and problem of marketing planning      16

2.8 Evaluation of business organization      18

CHAPTER THREE: DATA PRESENTATION AND ANALYSIS

3. 0 Research methodology      19

3.1 data collection method/techniques      19 

3.2 Data presentation and analysis techniques      20 

3.3 Definition of population      21

3.4 Sample size and distribution      21

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS SUMMARY, CONCLUSION, AND RECOMMENDATION

4. 1 Brief history of case study      22

4.2 Data Presentation and Analysis      22

4.3 Summary      28

4.4 Conclusion     29

4.5 Recommendations      30

REFERENCE