A STUDY OF MARKETING COMMUNICATION STRATEGY IN SMALL AND MEDIUM MARKETING FIRM

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A STUDY OF MARKETING COMMUNICATION STRATEGY IN SMALL AND MEDIUM MARKETING FIRM

(A case study of YUTECO Food Nigeria Ltd, Gboko)

ABSTRACT

This project is an attempt by the researcher in finding out the marketing communication strategies in small and medium enterprise, and at the same time it’s important to business management. In addition, it also revered the related literature to study the need for marketing communication and its process and steps in planning marketing communication, with the selecting marketing communication tools is with the intergraded approach and the concept of marketing communication business   managements. The proportion of classified the total concept in marketing communication are being measured by the researcher in different approaches. 

CHAPTER ONE

INTRODUCTION

1.0   Introduction

There is need for greater and faster development of marketing communication in small and medium enterprises generally and YUTECO Foods Company Nigeria limited in particular. However, unfortunately,  this seems to be given little or no attention by a good number of companies because of unqualified managers .They see no need of devoting resources adequate to the ascertainment of communication as well as the feeling of customers.

Exactly how potential buyers are informed the actual message communicated is one of the most subjective decisions. While message development can be the somewhat aided research, there for all guarantee message strategies available for all offerings markets for organization each individual situation must determine whether the message is to be hand sell, fearful humorous information or whatever.

It is the task of the marketing manager to manage the communication strategy mist effectively in doing some managers have at their disposal specific communication activities of ten called elements function tools task or the like .

These include advertising personal selling sales promotion and publicity. Collectively the activities are the marketing communication mice. However, in the  write- up the researcher hopes to devote much time on how market communication strategies are effective in small and a medium enterprise taking YUTECO Foods Company Nigeria Limited, Gboko as a case study.

1.1   Historical background of the case study

At one time, there was as such thing as small enterprise. It is unit the blacksmith, stonemasons, carpenters and the tailors know that is worthwhile to start these business.  They were in a position to discuss the size, design, shape and colour, price of the goods they made with the customers with little or no marketing communication strategies.

Small and medium enterprise existed in Africa before the advent of industrial revolution. At this time .many producers knew that devoting time and resources they had for marketing communication will lead to wastage. They focused on ever-increased production to meet the faster demand. However, industrial revolution has changed the situation and therefore, necessitating marketing communication in small and medium enterprises. Meanwhile, there is a high production organization to sustain in the global market, it is a task of small and medium enterprises managers to know that the scientific approach which had brought revolution in production, needed devising ways and means of creating and maintaining new markets to absorb the output.

1.2   Statement of the research problem

In the marketing communication there are many hurdles in the routes prohibiting the process. It is assumed that more than half percent of small and medium enterprises managers are not acquainted with the hurdles and therefore, make their communication strategies to fail leading to a general to failure of the organization it is probably no surprise that managers site the communication breakdown as one of their most important problems. The first set of communication barriers of many enterprises focuses on the sender, the second on the transmission (transmitters) of the message and third on the target audience (receiver) despite the fact that an organization (profit marketing personnel most, the organization may experience declining patronage and utilization of its resources it communication is not put in place. Setting objectives becomes separated from the realization of such objectives possibly because of inability handle marketing communication rightfully.

1. Objectives of the study
2. To ascertain for communication programmes depends on the overall offering market strategies of YUTECO Foods Nigeria Limited.
3. To evaluate the various process of marketing communication process.
4. To verify if the company’s marketing manager plan for good communication process to help their customers about product and the development of the company.
5. To identify those things considered by marketing managers as not likely to more communication forward.
6. Finally, identify the cost involved in communicating with those in the marketing programmes.

1.4   Significance of study

YUTECO Foods Company Nigeria Limited like any other enterprises or organizations has technical requirements that arise from its communication process. The accomplishment of this process requires certain tasks to be performed and managers or individuals of this section are assigned to perform these tasks. In addition, communication has become a day-to-day concern for small and medium enterprise because it indicates the overall performance of the firm or company products that are available for sale. In addition, it is the key that opens the door for marketers to do their business with the form successfully.

1.5   Scope of the study

YUTECO Food Nigeria Limited like other companies invests heavily in both economic and human resources. Thus, there is the need to procure its marketing managers, develop his or their skills, and ability to do the job assigned and determines the manner and amount of compensations when this is done, the manager would naturally perform the job effectively since he has been properly placed, trained and compensated. It is not enough that if one is able to work one must be willing to carry the job assigned to.

This study is important on the following grounds with effective marketing techniques; changes in the marketing communication can be effected in favour of the marketers for small and medium enterprise and YUTECO in particular. This study does not limited to the marketers it is important also to researchers as it first shall be an effective implementation of its programmes. National diploma students and all undergraduates who may want to know much about marketing communication can help them with this work it will be useful to tutors, lecturers who the knowledge may serve as a weapon to defend their challenges. Researchers who want to carryout research in marketing communication may benefit the validity of marketing as defined by institute of marketing (1995) is the management function which organizes and direct all those business activities involved in assessing and converting customers purchasing power into effective demand for a specific product or service to the final consumers so as to achieve profit target or other objectives of the company.

1.6   Research hypothesis

The reason for the research hypothesis is to provide the researcher with a yardstick of measure inference about research question.

Hypothesis

H_O:   There is no significant relationship between marketing manager and their customers.

H_I:   There is significant relationship between marketing manager and their customers.

1.7   Limitations of the study

Since no task can be undertaken without encountering some difficulties, this study also faced many obstacles among them are:

1. Finance was a problem. The researcher did not have enough money to carryout research in marketing department of all the small and medium enterprises within and outside Benue state.
2. Time given for this research work as not enough as the researcher could not combine the research with his regular programme at the institution.
3. The researcher found it difficult to make a comprehensive research report due to inadequate facilities to carry the task

1.8   Definition of terms

Communication: The oxford advanced learners dictionary defined communication as the activities or process of expressing ideal and feelings or of giving people information. In another way rounds communication is defined as the process by which information is exchange and understood by two or more people, usually with the intention to motivate or influence decision or behavior.

Strategy: McCarthy said strategy is the determination of basic long-term goals and objectives of an organization and adoption of courses of action and allocation of resources necessary to carry out these goals. In essences, strategy is a plan that is intended to achieve a particular purpose.

Marketing mix: The term marketing mix is the careful and calculated blending of the elements of production planning, physical distribution (place) strategy, promotion and price to meet the requirements of a specific market –David Lornem (1996) in order words, it refers to the apportionment and combination, design, integration of element of marketing into a programmes that the element of marketing into a programmes that the basis of appraisal of the marketing. Forces will best achieve in given objectivities of an enterprise in a given time period, as it is put by Stanton W.J (1981).

Product: Philip Kotler, in his book principles of marketing defined product has been anything that can be offered to a market for attention, acquisition use or consumption that might satisfy a need.

Price: This is the amount of money that has to be paid for a commodity or services it is simply an offer, a suggestion, or an experience to text the pulse of the market.

Marketing communication: This is a process by which information about an organization and it’s offering are disseminated to selected markets.

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