CHAPTER ONE
1.0
INTRODUCTION
Planning is the first of serves of
function that managers perform.
It entails a material picture of what
the organization should achieve, when it should be achieved who is to ensure
its achieved and how the objectives are to be achieved.
Planning is the process by which
manager establish goal are achieved planning includes all activities that lead
to the definition of objective and the determination of appropriate courses of
activities to achieve these objectives.
Strategic planning is a type of planning
that seeks to establish the board line along which an organization should
develop. It also involve in vestment and financing decision which must be
related to each other within the context of the strategic plan.
Strategic planning assists an
organization to access effectively the demands of its external environmental
and because of relies very heartily on the information.
When these external data is combined
with internal data management can make estimates of the expected result.
These
area the importance of planning.
1.
To offset uncertainty and
change
2.
To gain economic
operation
3.
To facilitate control
4.
To focus attention on
objectives
5.
It enhances the spirit of
togetherness
6.
It helps the manage
uncertainty
The types of planning g are as follow
a. Micro-
economic planning
b. Senatorial
planning
c. Budgetary
planning
d. Project
planning
e. Strategic
planning
1.1 BACKGROUND
OF THE STUDY
Planning should progress in defined sequential step
but with sufficient ease that is looking back wards to earlier stages and
forward to subsequent and after the sales promotion company programmes the
positive result of this could come in term of increase in sales of such
products being strategically promoted.
In view of the anticipated contribution companies tend
to place more emphasis on the impact of strategic planning on sales promotion
as a communication link through which attention can be gained and information
that will lead the consumers to the product
Actually the process should be welcome by all but not
expected to cure all the aids in the producing industries.
1.2 STATEMENT OF THE PROBLEM.
As Nigeria is witnessing a depressed
economy there have been increases in prices of consumer goods which leads to an
increase in soft drink cover price. Some years ago a bottle of coca-cola. Was
sold for 15k, it later increased gradually and strategically to the present
cover price of N60.00 per bottle within a year. A change in price was witnessed
two or three times in 1994, initially a bottle of coca-cola was sold for N6.00
than later increased to N8.00 and presently settle perhaps tentatively from
N50,000 to N60.00 therefore given us about 95% to 100% increase with few years.
Consumer expressed their bitterness as a result of this situation they had no
choice since NBC’S competitor also follow suit
RESEARCH QUESTION
The questions that readily come to
mind are
1. What
are responsible for the recent growth in
sales promotion
2. How
realistic is sales promotion as a whole
3. What
are the consumers level of awareness and response to the campaign?
4. What
are the consumers as the target to whom the programmes were being directed to
gain.
Does the success of the programmes really justify the
promotes efforts in terms of time cost and benefit
1.3
OBJECTIVES OF THE STUDY
The objectives of the study is to
highlight the strategic planning on sales promotion which may some time be left
out in practice that is explicit step for information to refine planning
decision taken at each stage.
Right
from the begging of 1980’s it become crystal dear strategic planning enhanced
may of there management function but left strategic business planning relatively
untouched. Such development were in the relive budgeting and resource
allocation. It was only in the 1970’s that organization renewed their interest
in strategic planning on sales promotion and it is only now that the new
development on the area have became popular. This is particularly noted in the
advanced countries because most of the third world countries do not know much
about the practical aspect of strategic in management process.
These improvement in strategic
planning involves a concept that is commonly calted strategic business planning
the element which makes this concept unique and distinct as a new development
is the use of strategic planning unit on sales and promotion as the primary
reticule of fermentation strategic planning entails rigorous exercise on sales
promotion and the expression of a strategic position in some form of business
port folio matrix.
The total business segment of a
society is often classified into three (3) broad types of enterprises.
1. Services
2. Manufacturing
3. Merchandising
A good
strategic planning on sales on sales promotion which is a vital aspect of
marketing mix is widely adopted by soft drinks industries like 7up bottling
company and Nigeria bottling company plc. This has substantially created a lot
of awareness and varying degrees of response in the part of consumers.
The Nigeria
bottling company plc in particular engaged in wide variety of strategic
planning on sales promotion activities in recent past. among which are, coca-cola,
Fanta, Spirit family bonanza in 1991 coco-cola, Fanta, spirit gift good galore
in 1994 and coca-cola, bonanza in 1998, consumers are rational human being who
respond to the various strategic planning in sales promotion activities in
different ways their level of awareness and response very in relation to
individual interest taste, level, of perception e.t.c these can be measure in
term of companion between sales volume before from the researchers and do not
attend to expose them to Nigeria bottling company has kept some secrets of it’s
operation or activities from the researcher was constrained with the researcher
found difficult to go extra mile in the field of study to sources for material
on the topic from various sources where
they could be obtained.
Planning of
promotion effectives
The study aims at providing limit for
explicit planning g of promotion on strategic sales promotion the following
area
1. Organizational
structure
2. The
control system
3. The
reward system
4. The
people executors commuted to plan achievement
The
study further aims at highlighting promotion strategy planning steps which will
put finishing touches to the whole planning process
1.4
IMPORTANCE OF THE STUDY
Looking at the losses of the largest and most
successful firms between 1950-1960 and comparing with the list of those of
1990-2010 one would be amazed.
The material is designed to help
integrate the functional tools leaned which include the analytical tools
physical distribution promotion and operational management logistics personnel
and labour e.t.c all these will help in analyzing the strategic plans of this
study will further help organization in the strategic planning on sales
promotions in a dynamic business sector of manufacturing industries it is also
hoped that the study will firm a useful basis for further intensive research in
this area.
1.5
SCOPE AND LIMITATION OF THE STUDY
The study will cover a cross section of consumers and
a number of retailers within Apapa Lagos plant area and its environs in this
study, the researcher is particularly interested in the sales promotion of
Nigeria bottling company plc and its products such as coca –cola fanta spirite
and eva water.
Although, the company’s products are well recognized
world wide but this study will not be designed to cover international operation
of the company.
In carrying out the research of the sensitive nature
one can not afford to escape some unexpected problems.
Nigeria bottling company has kept some secrets of it’s
operation or activities