A STUDY ON THE EFFECT OF ENVIRONMENTAL FACTORS ON MARKETING FUNCTIONS

A STUDY ON THE EFFECT OF ENVIRONMENTAL FACTORS ON MARKETING FUNCTIONS

(A CASE STUDY OF MARTABA BAKERIES, KARU F.C.T ABUJA)

ABSTRACT

This research work is designed to the effect of environmental factor in an organizational performance, hence they cannot be controlled. Over the years environmental factors have pose a great problem to the business  or organization and marketing activities by environmental factors we need government policies, religions and social factors order wise known as uncontrollable variables. However in as much as this problem such as consumption of some food producer are been restricted by religious and socio-cultural factors. Therefore entrepreneurs are born with some of the problems, the impediment to the growth and expansion of industries in an organizational performance.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Although, an organization marketing activities focuses on assessing and satisfying consumer needs, countless other people, groups and forces interact to shape the nature of it activities. For more is the organization itself, whose mission and objective determine what business it is and what goals it seeks within the organization, top management workers closely with other department and employees to help provide the consumers satisfaction and prospect marketing involve the performance of various activities to bring about customers and societal satisfaction.

In the performance of these activities there are two(2) sets of variable that marketers has to connect with one set of variable are called the marketing mix” otherwise known as 4ps of marketing mix. These are variable within the control of marketers which are product, price, promotion and place (Distribution) the other set of variable are made up of uncontrollable factors relating to the marketing environment. They are uncontrollable variables. Example are political and legal factors, technological factors and socio-cultural factors, in the study both the controllable and uncontrollable variable are discussed showing their impact on marketing activities and decision making in marketing the opportunities and how marketers react to these factors toward the realization or achievement of their overall  objective.

1.2     HISTORICAL BACKGROUND OF THE STUDY

A Martaba bakery was located in karu, behind karu market F.C.T Abuja. When it first comes into existence its product where merely live, but today with the fast growing trend of customers and demand, it has gone into variety of product a lots of bread indifferent areas in Abuja. Martaba bakeries now spate in many restaurants and Alhaji Hassan .H. was the managing director of Martaba bakeries and he work together with the average number  of 20 workers running their duties on shifts to meet the demands or requirements of customers. It sales volume an increase or decrease in sales or demands because of the fast growth of the business, Martaba bakeries now give sales or service i.e delivery to retail outlets or homes as the case may be with the establishment of Martaba bakeries which is one among the best in karu.

1.3     STATEMENT OF THE PROBLEM

The problem of the effect of environment factors in an organization performance lies in the improper and efficient management of these variables by marketing personnel. Another problem that necessitates this research work is the effect of those variables on organizational performance and the achieving to it’s objectives. Other problem which are been encountered are the constant changes in the condition of these variable and its impact on marketing and improper application of the marketing mix and the wrong interpretation of threats and opportunities.

1.4     OBJECTIVES OF THE STUDY

          The aims and objective of the period is to fully discuss.

1. The controllable and uncontrollable variable of marketing.
2. Show their relationship to one another.
3. Analysis their impact on making marketing decision and carry out its activities.
4. To point out the opportunities and threats of these variable present to the marketers.
5. How marketers reacts to these variable in the performance of their variables marketing activities.

1.5     SIGNIFICANCE OF THE STUDY

The research work on the topic controllable variable in mass benefits to business organization. These plain is clear that every   organization needs proper marketing system to carry out the organization objective. Marketing management in recent times have take a wider perspective and is increasingly becoming a key function on many kinds of enterprise. However, many organizations encounter a wider range of problem in marketing management.

These will help the organization to know the various ways of identifying and taking these threats and opportunities that will help the organization to carry out their business activities in other to achieve desired goals and objectives. Help these business become sensitive to the uncontrollable external environmental factors impinging on the performance of their business and how they can effectively manage these factors and top the opportunities for enhanced productivity and profitability.

1.6     RESEARCH QUESTIONS

In order to arrive at a precise answer to the effect of environmental factors on marketing functions, the research while conclude by using the checklist method of questionnaires to obtain all the relevant information needed from respondent. This type of questionnaires list the member of alternative from the respondent chooses the one that is correct.

1.7     SCOPE OF THE STUDY

This study covers environmental factors and effects on the marketing function in Martaba bakeries limited Abuja. The research has encountered a number of difficulties in gathering facts for the work to be carried out on more detail research work of this kind, would have required to considerate of time. the researcher has decided to limit his investigation to just and organization. Furthermore, financial considerate has made me to cover Martaba bakeries limited, Abuja more ever, it is the fact that the study is impersonally based on response where the respondents the rather claim that they are incompetent to talk on particular issue.

1.8     LIMITATIONS OF THE STUDY

The research of the study under review has decided to limitation of study to Martaba bakeries limited, Abuja. There are various area such as the objectives and significant of the research methodology of gathering and presenting data shall work up on the marketing, it is possible to draw a perfect conclusion of the project. The time scheduled for the submission of the project is very limited which make the research not to have adequate time to make some certain consultation for the research work.

1.9     STATEMENT OF THE HYPOTHESIS

Hi: Enabling environment contributes to the development and progress of business organization.

Ho: Enabling business environment does not contribute to the development and progress and business organization.

1.10   DEFINITION OF TERMS

For the purpose of this research now, I am going to give a clear definition of the following terms.

• Marketing Personnel:- Marketing personnel refers to people employed in an organization who are skilled or trained for the purpose of carrying out the marketing activities of the organization.
• Product:-Is anything that can be offered to a market for an attention, acquisition, use or consumption that might satisfy a want or needs.
• Identify:- To recognize something and understand exactly what it is.
• Technology:- The branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society and the environment.
• Environment:- Environment is the condition or circumstances affecting a person’s life, a person’s physical surrounding he lives in a comfortable rural environment.
• Effect: – This the way of making somebody to do something.
• Performance: – An act of presenting a play, concert or other form of entertainment. The action or process of performing a task or function.
• Organization: – An organized group of people with a particular purpose, such as a business or government department. A social unit of people that is structured and managed to meet a need or to pursue collective goals.
• Patronages: – Patronage is to demand for the organization product.
• Capital: – Capital is one of the factors of production, wealth used in the production of further wealth.
• Population:- Is the total aggregate of the number of people from which a sample is selected.
• Sample: – Sample is a small group selected from the total target population for the purpose of investigation.
• Advertisement: – are messages paid for by those who send them and are intended to inform or influence people who receive them.

 REFERENCES

Kotler .P. (2005): Mega Marketing Management, Harvard business review, page 117-24, press back limited.

Philip Kotler (2003), Marketing Management Analyzing Implementation and control, prefence Hell USA, page112.

YogambalAshokk Umar, (2009), Theory of Bakery and confectionary, Benin City Nigeria, ISBN 978-81-203-39534-5

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