CHAPTER ONE
INTRODUCTION
The relevance of marketing in achieving the goals and objectives of any organisation which thus leads to its growth and development cannot be overemphasized.
The aperture experience convinced them beyond reasonable doubt that aimed with a good product and may be some lucky ones could always fund it late in the market.
Basically, in studying Nigeria breweries and as a corporate entity looked into the contribution of marketing research as the largeness to business success.
1.1 BACKGROUND OF THE STUDY
The growth of any nation is highly influenced by the volume of economic activities attained by the, that is to say level of social and economic life depends to some extent on it’s level of industrialisation.
Nigeria is not however left out in the race for economic freedom since independence 1960, we have beautiful places with laudable objectives. The objectives are highly achieved as a result of what one may describe as the Nigeria factor, that is lack of adequate manpower resources, misplacement of priority and mismanagement.
These problems have given rise to series of development plus identification of these problems made by federal government of Nigeria to make both public and private sectors to look inward in industrial investment with the availability of local raw material. The breweries industry, among other industries seen to have responded in line with this call, life breweries is not one of the industries that is responded and more over. It is the focus of my research study together with the determination or investigation into unknown complex marketing situation with a view to determine and bring out facts that can assist in the future planning and decision marketing process, it is an investigation into the needs of the people or customers with respect to goods and services so as to enable the organisation attain the noble ideas of the marketing concept.
Actually, because of the complication inherent in human nature and the dynamic nature of the environment, changes are bound to occur for example, changes in task and habit of the environment. Generally, these therefore give rise to the need for Nigeria Breweries Plc to conduct marketing in order to meet customers need.
1.2 STATEMENT OF PROBLEMS
Every business exist achieve corporate objectives, these objectives are design to protect the interest of others in the business. Therefore, Nigeria Breweries Plc as business organisation lives to achieve the common goal interest of the owners. To actualize the goal of the management should be effective and efficient overtime in managing the resources of the organisation, in as much as management recognizes the interest of the owner of the breweries.
They should consider the environment under which the business organisation is operated. In other words, Nigeria Breweries Plc cannot be operated under a hostile free environment without recognition of its social responsibilities to the rural dwellers.
Marketing decision are basically decision of the future for the marketing environment excessively known and this is why Nigeria Breweries Plc should be able to study and interpret available information towards solving any problem that come across its way. These problems also enable us to determined whether Nigeria Breweries Plc create job opportunities to the people of the area.
1.3 OBJECTIVE OF THE STUDY
To determine how marketing research can help to improve sales in the organisation and achieve organisation goal.
To identify the major problem that affect the operation of the organisation and how marketing research can help the company to solve those problem.
To determine the contribution of marketing research in business organisation.
To determine how companies can improve in future based on marketing research data.
To determine how marketing research can help to improve the profitability in an organisation.
1.4 RESEARCH QUESTIONS
Below are some research questions that will be address to determine if marketing research growth in the business organisation.
What are the relevant of marketing research in business?
How is marketing research carried out?
How is marketing research carried out?
How does marketing research help in changing customer’s attitude towards a product.
How does marketing research help to improve operational efficiency in business?
How the data does generated through marketing research help to improve the growth of the business?
How does marketing research bring improvement in the business organisation?
1.5 SIGNIFICANCE OF THE STUDY
The study will benefit the company by helping them to know the contribution made by the company’s marketing research department. The study will also search for the relevance of competitors in the market by helping them to build a good corporate image through the information generated by research. It will also increase the federal government in nothing the rule and regulation necessary for the smooth running of breweries companies most especially Nigeria Breweries Plc. The study also increases the growth of the researchers by helping them to know the contribution made by marketing research. It will also help the reader to know the importance of marketing research to an organisation.
