ABSTRACT

This research work investigates strategic marketing as an instrument to enhance organizational performance. Organization has been noted for its strategic marketing, but the effort has not been its measure of success and there has been a great decline on sales, this stimulates the researcher’s attention to find out the effect of strategic marketing on profit and sale of goods and services in any organization and also relationship between a firm marketing strategy and its product acceptance. In the course of this study, various data were generated, presented, and analyzed. For the presentation of analysis, it was discovered that marketing strategies help to inform, persuade and influence customer purchasing orientation. In conclusion, strategic marketing is of a great importance to any firm who wish to remain in business and make profit despite the environmental threats.

TABLE OF CONTENTS

Title page................................................................................................................................... i

Declaration................................................................................................................................ii

Certification..............................................................................................................................iii

Dedication................................................................................................................................iv

Acknowledgement....................................................................................................................v

Table of contents......................................................................................................................vi

List of tables………………………………………………………………………………….x

Abstract...................................................................................................................................xi

CHAPTER ONE: INTRODUCTION

1.1 Background of the study.....................................................................................................1

1.2 Statement of the problem...................................................................................................3

1.3 Objectives of the study.......................................................................................................3

1.4 Research questions.............................................................................................................4

1.5 Research hypothesis............................................................................................................4

1.6 Significance of the study.....................................................................................................4

1.7 Scope of the study..............................................................................................................5

1.8 Limitation of study.............................................................................................................5

1.9 Definition of terms.........................................................................................................6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Concept of strategic marketing........................................................................................7

2.2 Definition of strategic marketing....................................................................................8

2.3 Reasons for strategic marketing.....................................................................................8

2.4 Strategic and planning systems......................................................................................9

2.4.1 Long range planning....................................................................................................9

2.4.2 Strategic planning.........................................................................................................9

2.4.3 Strategic issue management (SIM)..............................................................................9

2.4.4 Strategic surprise management (SSM)........................................................................10

2.5 Marketing mix strategy...................................................................................................10

2.6 Strategic formulation.......................................................................................................11

2.7 Evaluation and selecting strategies..................................................................................13

2.8 Principles of strategy evaluation......................................................................................14

2.9 The criteria for strategy selection.....................................................................................15

2.10 Strategy implementation and control..............................................................................17

2.11 Control process................................................................................................................18

2.12 Market orientation............................................................................................................20

2.12.1 Innovation orientation...................................................................................................20

2.12.2 Positioning strategic marketing.....................................................................................21

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research design..............................................................................................................24

3.2 Area of study...................................................................................................................24

3.3 Population of the study....................................................................................................24

3.4 Determination of sampling size.......................................................................................25

3.5 Sampling procedure.........................................................................................................25

3.6 Sources of data.................................................................................................................26

3.6.1 Primary data...................................................................................................................26

3.6.2 Secondary data...............................................................................................................26

3.7 Method of data collection..................................................................................................26

3.8 Method of data analysis.....................................................................................................26

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 Socio-economic characteristics of the selected firm........................................................29

4.2 Marketing strategies adopted by selected firms................................................................31

4.3 Factors influencing marketing strategies adopted.............................................................32

4.4 Factors influencing profit..................................................................................................34

4.5 Constraints.........................................................................................................................36

4.6 Test of hypotheses one…………………………………………………………………...37

4.7 Test of hypotheses two…………………………………………………………………..38

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.0 Introduction............................................................................................................39

5.1 Summary of findings..............................................................................................39

5.2 Conclusion..............................................................................................................39

5.3 Recommendation....................................................................................................40

Reference

Appendix