A STUDY OF THE IMPACT OF MARKETING COMMUNICATION ON MANUFACTURING ORGANIZATION IN NIGERIA
(A CASE STUDY OF NESTLE FOOD NIGERIA PLC ABUJA)
CHAPTER ONE
(A CASE STUDY OF NESTLE FOOD NIGERIA PLC ABUJA)
CHAPTER ONE
1.0
INTRODUCTION
Communication as known is a dynamic instrument for
change. Communication is an important aspect in organizing, directing and
controlling. Over the years many managers have either neglected the important
area or paid little or no attention to the importance of communication and this
has made many good organization faced with the problem of disseminating information.
Communication creates that consensus and understanding
among individual that make up a social group. Etymologically, to communicate
comes from a certain word of communication which means the same thing as to
pass on to.
Today communication has been seen as a vital tool for management
in any organization be it private or public. Most organization today find it
extremely difficult to understand why the performance and their organization
are not progressing they way they should. This is due to so many of the
factors, this research is interested in one of the factor.
One reason why an employee is not fully involved in an
organization is lack of effective communication, good understanding of the
efficient type of communication technique will go along way in making the
organization achieve its set objectives.
Communication is an act of importing and transporting
knowledge. Every form of society has a life history as well as tradition. It is
by the means of communication that the history and tradition are socially
transmitted, in this way institution are maintained from day to day and
generation to generation. Therefore, communication function is to maintain the
unity and integrity of the social group through space and time.
Communication is very important because of the
fundamental role, it play in any given society in the world. Without effective
communication the human mind does not develop.
communication is a process of transforming ideas from
one person to another and it is only effective if the ideas transmitted are
well understood by the receiver. Communication is both interpersonal and organization
based. Communication is very important for the advertisement of organizational
goal and objectives
1.1 HISTORICAL BACKGROUND OF
CASE STUDY (NESTLE FOOD NIGERIA PLC ABUJA)
Nestle food Nigeria plc is an international organization
owned by a SWISS company. It was introduced in Nigeria
on May 25th 1967, with the headquarter in Lagos, the company started operating that
same year, and came in full operation with introduction of baby food, before
introducing the rest of the product. Thus the company is known for the
manufacturing of foods, drinks and seasoning products, as at now and also
involves household users internationally. This products are normally produced
in two categories which are earlier stated above, and produce in different size
and quantities so as to meet the need of every average individual. Nestle food
Nig Plc started with the most popular baby food which is the cerelac, and after
that they introduced the new cone which is the baby nutrient. Nestle food plc
also commence on the production of other products like the golden, coffee drink
beverage etc and also produce magi chicken and magi crayfish (seasoning) today
Nestle food plc has a wide market share world wide because it produce most of
the baby food and seasoning product in the market, and with a very high rate of
quality compare to other competitors.
All the above manufactured products are produced by
Nestle Food Plc in Agbara, Lagos in Nigeria. The
head office, which is situated at Ilupeju
and also has its distribution center in KM 7 Dikoro road and also in
Sango Otta Ogun state. The branch office are spread wide in various part of the
country and also has the branch office in block 16 Imani Estate Maitama Abuja,
and their product is being distributed is being distributed nation wide.
It production line is so, that it will meet the needs
of its customers.
The company also have if farm in Kaduna state, this farm are only for the
production of the raw materials used in production of their product. The farm
is responding in an improving way because with the raw material from the farm,
the company has been able to store it raw materials for a period of long time
production on (Season). The farm is producing soya beans, maize which are
mainly use by the company production.
The vision of Nestle Food Nigeria Plc is to be first
in marketing food product with new innovation and maximize dividend or share
price for stake holders and good corporate citizenship and social
responsibility to mention but few.
It has its distribution warehouse in some states
nationwide that make it very easy for customers to get the product at a very
shorter period and in affordable price.
Nestle Food Nig Plc are now in a higher speed of baby
food production in the nation, this is because it is the company that produces
the most acceptable baby food.
1.2
STATEMENT OF THE PROBLEM
The general problems of communication in an organization
can be viewed as follows:
Communication in most organization turn out to be
ineffective because of lack of proper choice of channel or medium.
Ambiguity and technical languages is a major
departmental corporation.
Time has also be observed as a problem because human
being are good at procrastinating.
Sometimes dispatch of message are not often done
properly, thereby not allowing for feedback to make some communication parties
understand each other.
1.3
OBJECTIVE OF THE STUDY
The study seeks to determine aid for the state various
problems militating against effective communication at the direct level of management
in an organization.
The study also seek to recommend possible strategies
for effective communication base on the research findings.
To proffer ways of eradicating the problem earlier
mentioned in the project work.
To critically evaluate the effectiveness of
communication in an organization and to determines the need for effective communication
in an organization.
1.4
SIGNIFICANT OF THE STUDY
This research work is expected to be of immersed
importance to the following group, it will help in determining effectiveness of
good communication in the decision making process and it importance on the
achievement of organization goal for the top level management. It will also be
useful to futher research who may write on similar or recreated topic. This
project will give them a worthy concerning what they may wish to written on.
1.5
RESEARCH QUESTION
1)
Can manufacturing organization
exist without the use of communication.
2)
Communication is the strength
of every organization success and key to the attainment of goal and objective?
3)
Does communication play any
role in the growth of the company?
4)
Are your customer satisfied?
5)
What impact does it have on
the economic development of Nigeria?
6)
What are the factors
inhibiting the effective implementation of marketing communication?
7)
Are there other factors that
prevent the achievement of the company’s stated goals.
8)
Which channel of communication
does your company operate?
1.6
SCOPE OF THE STUDY
The scope of this study or research work is to
determine the effectiveness of communication as it is applied in a typical organization
given the Nestle Food Nig Plc Abuja.
Also the service rendered by Nestle, all trade to it
area of effective operation. The research will however, try to cover and shed
various light to these are via organizational milestone or success.
1.7
STATEMENT OF HYPOTHESIS
The following hypothesis are formulated for the study.
HYPOTHESIS
H1: The success of any organization depends on effective
communication.
H0: The success of any organization does not depend on
effective communication.
1.8
LIMITATION OF THE STUDY
There are some problems that tend to limit the scope
of this research work.
This include the following
1.
Financial constraint
2.
Attitude of Respondent
3.
Time constraint
Financial constraint: In the course of this research
work, various financial difficulties were faced by the researcher. These
difficulties lead to the use of few questionnaires in the study. It also lead
to reduction of calls the researcher intends making and thus reduce the
intensity of the research.
Respondent Attitude: - Most respondents were
uncompromising with the research as they are of the erroneous view that it
bring no benefit to them due to their previous experiences.
Time constraint: Time was another constraint that
affects the research work because of conflict of time between when the
respondents are free to attend to the researcher and when the researcher is
ready, and also because of the specific period of time the research work is
expected to be completed.
1.9
DEFINITION OF TERMS
Marketing: According to Philip K and Kelvin K (2009)
Marketing encompasses the entire business. It is the whole business seen from
the point of its final result that is from the customer point of view.
Product: Philip K. and Armstrong G. (2010) Define
product as anything that can be offered to a market for attention acquisition
use or consumption that might satisfy a want or need.
Hypothesis: According to Oxford Dictionary 7th
Edition It is a proposed explanation based on limited evidence used as a basis
for further investigation.
Communication: Paul Poter’s Longman Dictionary of
contemporary English defines communication as the exchange of international
news, ideas, or opinion.
Channel: This is the means by which the message
travels from the sender to receiver.
Management: According to Peter Ferdinand Druncker
(2005) defines management as a multi purpose organ that manage a business and
manages managers and manages workers and work.
Message: This is the content of the communication that
is the idea to be pass on.
Etymologically: According to Oxford Advanced
Directionary is a derivative adjective from the word etymology which means an
account of a word’s origins and development.
Procrastinating: This simply means a postponed action.
END NOTES
Philip Kotler and Armstrong G. (2010) Principles of
Marketing 13th Edition Pearson Prentice Hall new York.
Philip K. & Kelvin K. (2009): Marketing management.
13th Edition Pearson Prentice Hall New York.
Nestle Food Nigeria Plc Abuja, Block 16 Imani Estate Maitama Abuja.
Oxford Advance Learners Dictionary 7th
Edition page 736
Paul Poter’s Longman Dictionary of Contemporary
English 6th edition.
Peter Ferdinand Druncker (2005) Basic Principle of
Management 10th edition Mc Graw Hill.
CHAPTER TWO
LITERATURE REVIEW
2.0
INTRODUCTION
Modern marketing calls for more than developing a good
product, pricing it attractively and making it accessible. Organization must
also communicate with present and potential stakeholders and the general
public. For most, therefore, the question is not whether to communicate but
rather what to say, how and when to say it, to whom and how often. But
communication gets harder and harder as more companies clamor to grab an
increasingly empowered consumers divided attention, consumers themselves are
taking a more active role in the communication process and deciding what
communication they want to receive and how they want to communicate to others
about the product and services they use. This chapter describe how
communication work and what marketing communication can do for a company. It
also addresses how holistic marketers combine and integrate marketing
communication.
2.1 DEFINITION OF MARKETING COMMUNICATION
Marketing itself have been
define by different authors:
According to Philip K. and Kelvin K. (2009) Marketing
encompasses the entire business. It is the whole business seen from the point
of its final results, that is from its customer point of view.
To William D.P. and Mccarthy E.J. (2002) marketing is
the process whereby society is supplied its consumption, needs, evolves
distribution system composed of participant who interact under constraints
technical (economic) and ethical (social) create the transaction of flow which
resolve market superstition and result in exchange and consumption.
While the Chartered Institute of Marketing defines marketing
as the management process that identifies anticipate and satisfies customers
requirement profitably.
Now looking at the definition of communication by different authors from
different perspective but all pointing to the same thing.
In Harys etal (2002) defines communication as some of
these things a person does when he want to create understanding.
While Peter Little (1081) position his communication
in business that communication is the process by which information is passed
between individual organization by means of presenting agreed symbols.
Paul Poters Longman Dictionary of contemporary English
defines communication as the exchange of international news, ideas or opinion.
What then is marketing communication?
According to Philip Kotler and Kelvin Lane Keller
(2009) marketing communication are the means by which firms attempt to inform,
persuade and remind consumers, directly or indirectly about the product and
brand they sell. In a sense, marketing communication represent means by which
it can establish a dialogue and build relationship with consumers.
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