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An Examination Of Impact Of Strategic Planning On Sales Promotion
[A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC]
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CHAPTER ONE
1.0 INTRODUCTION
Planning is the first of serves of function that managers perform.
It entails a material picture of what the organization should achieve, when it should be achieved who is to ensure its achieved and how the objectives are to be achieved.
Planning is the process by which manager establish goal are achieved planning includes all activities that lead to the definition of objective and the determination of appropriate courses of activities to achieve these objectives.
Strategic planning is a type of planning that seeks to establish the board line along which an organization should develop. It also involve in vestment and financing decision which must be related to each other within the context of the strategic plan.
Strategic planning assists an organization to access effectively the demands of its external environmental and because of relies very heartily on the information.
When these external data is combined with internal data management can make estimates of the expected result.
These area the importance of planning.
1. To offset uncertainty and change
2. To gain economic operation
3. To facilitate control
4. To focus attention on objectives
5. It enhances the spirit of togetherness
6. It helps the manage uncertainty
The types of planning g are as follow
a. Micro- economic planning
b. Senatorial planning
c. Budgetary planning
d. Project planning
e. Strategic planning
1.1 BACKGROUND OF THE STUDY
Planning should progress in defined sequential step but with sufficient ease that is looking back wards to earlier stages and forward to subsequent and after the sales promotion company programmes the positive result of this could come in term of increase in sales of such products being strategically promoted.
In view of the anticipated contribution companies tend to place more emphasis on the impact of strategic planning on sales promotion as a communication link through which attention can be gained and information that will lead the consumers to the product
Actually the process should be welcome by all but not expected to cure all the aids in the producing industries.
1.2 STATEMENT OF THE PROBLEM.
As Nigeria is witnessing a depressed economy there have been increases in prices of consumer goods which leads to an increase in soft drink cover price. Some years ago a bottle of coca-cola. Was sold for 15k, it later increased gradually and strategically to the present cover price of N60.00 per bottle within a year. A change in price was witnessed two or three times in 1994, initially a bottle of coca-cola was sold for N6.00 than later increased to N8.00 and presently settle perhaps tentatively from N50,000 to N60.00 therefore given us about 95% to 100% increase with few years. Consumer expressed their bitterness as a result of this situation they had no choice since NBC’S competitor also follow suit
RESEARCH QUESTION
The questions that readily come to mind are
1. What are responsible for the recent growth in sales promotion
2. How realistic is sales promotion as a whole
3. What are the consumers level of awareness and response to the campaign?
4. What are the consumers as the target to whom the programmes were being directed to gain.
Does the success of the programmes really justify the promotes efforts in terms of time cost and benefit
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThis study examined the impact of strategic planning on sales promotion it highlighted the benefit of companies can derive from an examination of impact of strategic planning on sales promotion. The study went further to discuss the problem associated with impact of strategic planning on sales promotion using Nigeria bottling Company as the case study. A survey was conducted and questionnaire was distributed to show opinion previously formulated hypothesis. The study discover that exam ... Continue reading---
