RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE

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RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE (A CASE STUDY OF NIGERIA BOTTLING COMPANY)

ABSTRACT

Relevance of marketing information system in the achievement organizational objective is focus of the research study Nigeria Bottling Company (NBC) Owerri a case study, special interest is cede on the view of management and staff o the organization of role of marketing information system (MIS) in (NBC) and also effect on the function of the organization from planning, organizing to decision making total of eight copies of the questionnaire given out for the reveal of data from the chapters.

1. In chapter one, the background of the study research question, significant and scope of the study and the limitation.
2. In chapter two various literatures which are relevance to the topic under study were thoroughly and adequately reviewed to meet the demand of the project work.
3. The third chapter contains the research methodology and chapter for the facts collected were analyzed and the bouleys formula was used to calculate their sample size.
4. The major finding among others are that must people interviewed believed so much in the relevance of marketing information system (MKTS) achievement of an organization.

TABLE OF CONTENT

TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENT

CHAPTER ONE
1.0. INTRODUCTION
1.1. BACKGROUND OF THE STUDY
1.2. STATEMENT OF THE PROBLEM
1.3. OBJECTIVES OF THE STUDY
1.4. RESEARCH QUESTION
1.5. SIGNIFICANCE OF THE STUDY
1.6. SCOPE OF THE STUDY
1.7. LIMITATION OF THE STUDY
1.8. DEFINITION OF TERMS

CHAPTER TWO
2.0. LITERATURE REVIEW
2.1. INTRODUCTION
2.2. DEFINITION OF MARKETING INFORMATION SYSTEM
2.3. CONCEPT OF MARKETING INFORMATION SYSTEM
2.4. INFORMATION SYSTEM
2.5. COMPONENTS OF MARKETING INFORMATION SYSTEM
2.6. THE NEED FOR A MARKETING INFORMATION SYSTEM
2.7. ORGANIZATION OF MARKETING INFORMATION SYSTEM

CHAPTER THREE
3.0. RESEARCH METHODOLOGY
3.1. INTRODUCITON
3.2. RESEARCH DESIGN
3.3. SOURCES/METHODS OF DATA COLLECTION
3.4. POPULATION AND SAMPLE SIZE
3.5. SAMPLE TECHNIQUE
3.6. VALIDITY AND RELIABILITY OF MEASURING INSTRUMENT
3.7. METHOD OF DATA ANALYSIS

CHAPTER FOUR
4.0. PRESENTATION AND ANALYSIS OF DATA
4.1. INTRODUCTION
4.2. PRESENTATION OF DATA
4.3. ANALYSIS OF DATA
4.4. INTERPRETATION OF RESULT

CHAPTER FIVE
5.0. SUMMARY, CONCLUSION AND RECOMMENDATION
5.1. INTRODUCTION
5.2. SUMMARY OF FINDINGS
5.3. CONCLUSION
5.4. RECOMMENDATIONS
REFERENCES
APPENDIX

CHAPTER ONE

INTRODUCTION

Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sales forces and other staff. Government sources specialized agencies and sources.

Marketing information system provide relevant reliable and required information in respect of business environment both internal and external environment. And it is vital for successful decision making. Marketing information system helps to recognize marketing trends. The changing trends may be in respect of prices, product, design packaging promotion schemes etc and managers can take effective decision in respect of price, product, design etc. in response to changing trend in the environment.

Marketing Information System help achieving the organization decision making in every aspect of marketing, there is need to make constant correct decision properly designed, marketing information system promptly supplies reliable and relevant information, with the help of computers and other data processing equipment. The marketing managers can make the right decision at the right time.

Marketing information system provides marketing intelligence of the events that are happening in the external environment. E.g. changing in customer taste, expectation, competitors’ strategies, government policies, international environment with the help of marketing information system organization specialist.

It is possible to collect marketing intelligence which is vital to make effective marketing decision.

Marketing information system facilitates marketing planning and control. It required in terms of product planning, pricing, promotion and distribution. Such planning will be possible only if the company is possessing adequate and relevant information objective.

Marketing information system organization take quick decision for the purpose, it requires fast flow of information which is facilitated by a properly design. Marketing information system timely supply of marketing information management can make quick and effective decision.

BACKGROUND OF THE STUDY

The essence of this research on this particular topic is to know the importance of marketing information system in the achievement of organization objective. No meaningful decision is made without information and therefore information is a data that have been processed, interpreted and understood by the recipient of the message. This success of any organization is rooted mostly around the amount and quality of information they get. May scholars believed that to manage a business well is to manage its future is to manage information. For that we now look at the importance of information:

Information tend to cover various areas of marketing operational areas.

information will keep organization aware on what is happening in the labour market for that reason, must specialized areas of management have their professional information system, especially with the advent of computer technology in the 1950’s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from point. We now define organization as a combination of people or individual effort purposes called organizational goal. Marketing information system (MIS) consist of people, equipment and procedure to gather, sort and analyze, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decision. Data is regularly collected, they are continually dated as environment condition changes. The data are converted into useful information e.g. sales figure may be translated into a plan of production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasis on information system as it influence effective performance in the manufacturing organization.

The Nigeria Bottling Company Plc (NBC) has been operating in Nigeria since 1951. it is controlled by leventis groups, an organization that has extensive trading and manufacturing interest in Nigeria and West Africa. The company is a multinational company that is into the production of beverage drinks such as coca-cola, Fanta, sprite, Schweppes, Eva water and five alive. Its head office in Nigeria is located at Iddo House, Lagos, it has facilities and over 80 distribution warehouses across Nigeria. The Owerri Plant started operating approximately in 1986 in Owerri. It started with the production of coca-cola (Coke) Fanta and sprite before other brands were added.

STATEMENT OF THE PROBLEM

Observation ahs proved that for an organization to function very well and for it to have dynamic and flexible outcome of production, it depends largely on the proper use of marketing information system to minimize risk and about failure in manufacturing organization. The essence of this study is to show the relevance of (MIS) to marketing and in facilitating decision making of marketing and also to determined the extent to which it has enable planning, control and operation all functions of an organization planning requires marketing information system, the marketing have to retrieve information accurately from difference reliable sources to enhance quality decision making marketing information system aid the reception.

That most organization don’t have effective information system and if they have their information are not effective as to its role towards goal objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision making function many of them as a matter of facts don’t make use of the information supplied to them from within and outside the organization and if they do to some degree, they don’t make optimum use of the data received about the business environment. There is also problem of evaluating the impact of marketing information system towards the achievement of objective many marketers are yet to capitalize and utilize information for decision making and goal attainment. Therefore the questions are as to whether marketing information system enable organizations to achieve their objectives.

OBJECTIVES OF THE STUDY

The main purpose of this study is to show the relevance of marketing information system to organization and specifically to achieve the following objectives:

  • To understand how marketing research aids in the achievement of organization objective in marketing performance attainment.
  • To ascertain whether the use of marketing in intelligent system contribute significantly to the accuracy of marketing information system.
  • To find out whether marketing internal reporting system is for any benefit to achievement of organizational objectives.
  • To determine the relevance of marketing analytical system to achievement of organization objectives
  • To find out whether the performance of marketing decision support system enhances the marketing manufacturing organization.

RESEARCH QUESTION

In order to get clearer picture and focus for this we can pose serious question necessary for the solution of the problem we have identified in section 1.2 above such question includes these below;

  1. Why is marketing information system essential to business organization?
  2. Why do many business organization need marketing information system?
  3. is there no organization that need marketing information system.
  4. Do marketers have information system and how efficient is their information system if there are?

SIGNIFICANCE OF THE STUDY

In every establishment be it marketing of product, Banking of customers funds or money and even non-profit making organization there must be a purposeful target audience which efforts are worked effectively and efficiently to actualize the organizational goals.

Based on the research topic, which is the relevance of marketing information system in the achievement of organization objectives. The following points are significance to be listed below;

  1. With the help of marketing information system, past records on sales are stored properly in order to apply techniques to improve marketing concept.
  2. It is also significance for an organization to protect the system in order not to temper by malicious operators of the marketing information system.
  3. Again, the marketing information system has to be in a better placement so that, the information in the system can be saved for future use by the organization objectives realization.

SCOPE OF THE STUDY

The case study for this undertaking is the case study for this undertaking is restricted to Nigeria Bottling Company Plc Owerri office. The finding from the study of relevance or marketing information system (MIS) NBC Owerri will be sued to generalize the effectiveness of marketing information system in both NBC branches nationwide and other organization making use of information system.

As the above statement indicate the entire study focuses in (NBC) as an instrument of the federal government in realizing its goals of making information.

LIMITATION OF THE STUDY

In an undertaking of the nature, it demand that a lot of resources, time, energy, intellectual ability and carefulness should be expanded. There is no doubt that there should be limitation and obstacle looming largely ahead. Trying to prove insurmountable of all the limitation is time fact or which tends to the most crucial in spite of the length period allowed the researcher lots of problem came in between to consumer most of the time that would have been useful to the researcher. This ranges form time to financial resources limitation.

DEFINITION OF TERMS

Marketing: it is the identification and satisfaction of consumers needs and wants through exchange process.

Information: Information is anything capable of affecting the uncertainty associated with a given situation.

Objective: objective are broad and qualitative statement about the organization performance.

Goal: A goal refers to the end toward which activity is aimed

Data: Data is simply defined as any figure word letter, charts or symbols that attempt to convey a condition situation or idea.

Organization: an organization is a combination of people or individual effort working together in order to achieve an organizational goal.

System: System can be simply express as those parts, elements instruments that is attracted to the computer hardware and software to function property in order to bring result outcome

Computer System: Computer system is made up of software and hardware packages in order to produce result at the end of that processed and stored in the computer system for present and future use.