ABSTRACT

This research work is designed to determine "the role of marketing concept as a tool for organizational growth" (A study of 7up Bottling Company PLC). For profitable organization in the competitive environment has necessitated the need for Soft drinks Companies to review its marketing concept to anticipate, identify and deliver customer needs efficiently and effectively to achieve better customer value and optimize profit to organizations. The objectives of this research work is to investigate whether defective marketing concepts and wrong implementation result in the failure of organization to achieve its goals, and also to determine whether heightened competition significantly influence organizational growth and productivity. The research work has two working hypotheses, which were tested using chi-square statistic. Forty (40) questionnaires were administered which aided the use of chi-square statistic to analyze the hypothesis. The interpretation of the result for the first hypothesis discovered that defective marketing, concepts and wrong implementation are some of the major factors that accounts for the failure of organization to achieve its goals. The second hypothesis was that heightened competition significantly influences organizational growth and productivity. The recommendation for further studies is that 7up Bottling companies should screen product ideas and evaluate thoroughly before commercialization and should test market their product for feasibility of full scale marketing programme.