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Roles Of Marketing Mix In Business Organization
[A CASE STUDY OF LUBCON NIGERIA LIMITED, ILORIN, KWARA STATE]
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1.3 OBJECTIVE OF THE STUDY
Roles of Marketing Mix in business organization cannot be over emphasized, therefore, it is the duty of management concerned to facilitate effective marketing mix. This will enable business organization to achieve its aims and objectives.
The aim of this research project is to examine roles of marketing mix in business organization. While the objectives comprises of the following:
1. To explain the concept of marketing mix and its components.
2. To find out the importance of marketing mix in business organization.
3. To identify the marketing problem encountered by LUBCON NIGERIA LIMITED, ILORIN, KWARA STATE and how to proffer solution to the problem.
1.4 SIGNIFICANCE OF THE STUDY
The importance of this study is to extend the sphere of knowledge on “Roles of Marketing Mix in Business Organizationâ€. The heart of a business lies in its Marketing. Most aspect of a business depends on successful marketing. The overall marketing umbrella covers advertising, public relations, promotion and sales. Without marketing a business may offer the best products or services, but none of the potential customers would know about it. For a business to succeed, the product or service it provides must be known to potential buyers and this can be achieve through the use of effective marketing tools known as Marketing Mix (Product, Price, Place and Promotion).
This study is not only important to the case study (LUBCON NIGERIA LIMITED, ILORIN, KWARA STATE) but to organizations, individuals and researchers. It will also serve as a guide for industries, organizations and individual that might want to explore the importance of Marketing Mix.
1.5 SCOPE OF THE STUDY
The scope of this study involves the area covered by the research topic. The study dwells on “Roles of Marketing Mix in Business Organization†putting into consideration the case study: LUBCON NIGERIA LIMITED, ILORIN, KWRAR STATE.
The system adopted in achieving effective Marketing Mix and how the mix help the organization to achieve its objectives and goals are considered. The geographical area covered is Ilorin, Kwara State where the case study is located.
1.6 LIMITATION OF THE STUDY
Limitation of the study is the constraints and occurrence which hinder the research work. Some of the constraints include:
• TIME FACTOR: The time available to carry out the research work and to measure change or stability over time is constrained by due date of the project and other academic work during the course of it.
• FINANCIAL CONSTRAINT: This aspect has to do with the expenses incurred during the course of the project. This involves movement in order to get relevant information, online research amongst others
• OTHERS INCLUDE: limited access to some of the officials and relevant information of the organization used as case study.
• PROBLEM OF DATA COLLECTION
1.7 DEFINITION OF TERMS
MARKETING:
Marketing is the process of planning and executing the conception pricing, promotion, and distribution of ideas, goods and services to create exchange that satisfy individual and organizational goals.
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