The Relevance of Marketing Information System in the Achievement of Organizational Objective

The Relevance of Marketing Information System in the Achievement of Organizational Objective (A Case Study of Nigeria Bottling Company)

ABSTRACT

The relevance of marketing information system in the achievement of organizational objective is the focus of the research study Nigeria Bottling Company (NBC) Owerri a case study, special interest is ceded 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 a 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, significance and scope of the study and the limitation.

2. In chapter two various kinds of literature which are relevant 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 boules formula was used to calculate their sample size.

4. The major finding among others are that most 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. INTRODUCTION
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

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

Marketing information systems provide relevant reliable and required information in respect of the business environment both internal and external environment. And it is vital for successful decision making. A 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 make effective decisions in respect of price, product, design etc. in response to changing trends in the environment.

Marketing Information System helps to achieve the organization decision making in every aspect of marketing, there is need to make a 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.

A 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 a marketing information system organization specialist.

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

A marketing information system facilitates marketing planning and control. It is 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 objectives.

Marketing information system organization take quick decision for the purpose, it requires a fast flow of information which is facilitated by a proper design. Marketing information system timely supply of marketing information management can make a 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 systems in the achievement of organization objectives. No meaningful decision is made without information and therefore information is data that has been processed, interpreted and understood by the recipient of the message. The success of any organization is rooted mostly in 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 tends to cover various areas of marketing operational areas.

information will keep organizations aware of 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 1950s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from the point. We now define the organization as a combination of people or individual effort purposes called an organizational goal. Marketing information system (MIS) consists 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 decisions. Data is regularly collected, they have continually dated as environmental condition changes. The data are converted into useful information e.g. sales figures 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 emphasise on information system as it influences 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 has proved that for an organization to function very well and for it to have the dynamic and flexible outcome of production, it depends largely on the proper use of a marketing information system to minimize risk and failure in a 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 determine the extent to which it has enabled planning, control and operation all functions of an organization planning require marketing information system, the marketing has to retrieve information accurately from different reliable sources to enhance quality decision making marketing information system aid the reception.

That most organizations don’t have an 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 the problem of evaluating the impact of marketing information systems towards the achievement of objectives many marketers are yet to capitalize on and utilize the information for decision making and goal attainment. Therefore the questions are as to whether marketing information systems enable organizations to achieve their objectives.

OBJECTIVES OF THE STUDY

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

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

RESEARCH QUESTIONS

To get a 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 a marketing information system essential to the business organization?
2. Why do many business organizations need marketing information systems?
3. is there no organization that need a marketing information system?
4. Do marketers have an information system and how efficient is their information system if there are?

SIGNIFICANCE OF THE STUDY

In every establishment be it marketing of the 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 systems in the achievement of organization objectives. The following points are significant to be listed below;

1. With the help of a marketing information system, records on sales are stored properly to apply techniques to improve marketing concepts.
2. It is also significant 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 restricted to the 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 systems in both NBC branches nationwide and other organizations making use of information systems.

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

LIMITATION OF THE STUDY

In an undertaking of nature, its demand that a lot of resources, time, energy, intellectual ability and carefulness should be expanded. There is no doubt that there should be limitations and obstacles looming largely ahead. Trying to prove insurmountable of all the limitations is time factor which tends to the most crucial despite the length period allowed the researcher lots of problems came in between to consume most of the time that would have been useful to the researcher. This ranges from time to financial resources limitation.

DEFINITION OF TERMS

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

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

Objective: Objectives are broad and qualitative statements 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 efforts working together to achieve an organizational goal.

System: System can be simply expressed as those parts, elements instruments that are attracted to the computer hardware and software to function properly 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.