Abstract

The study is an x-ray of the effect of strategic marketing on organizational goals. For the fact that every research work must be rooted in a case, the work chooses to study UNILEVER PLC ABA. The objective of the study was to determine the impact of strategic marketing planning on organizational goals as well as in adopting to changes in buyer behaviour and adjusting to the dynamics of competitive market forces This angular trends led the researcher to study strategic marketing planning with avidity to enhance efficient marketing. In the research process, a sample size of eighty (80) was drawn from a population of one hundred (100), which was arrived at through Taro Yamem's methodology. Data was collected through questionnaire and analyzed with single percentage s and presented in tables. It was hypothesized in the study that strategic marketing planning does really help in achieving organization goals, and that target market selection does not enhance efficient customer satisfaction. These two hypotheses were tested using chi-square which rejected the two null hypotheses, and rather accept their alternative. Therefore, the study concluded that strategic marketing planning really helps in achieving organizational goals; and also that effective target market selection helps in enhancing efficient customer satisfaction Thus ,the researcher recommends that strategic market selection, with strategic emphasis on market segmentation and target market selection is absolutely necessary in the 21°° century consumer markets where changes in technology and the competitive dynamics are too severe that orthodox marketing and its conventional 4Ps has ceased to become the Traditional.