THE EFFECT OF MARKETING STRATEGIES ON MEDIA ORGANIZATION

THE EFFECT OF MARKETING STRATEGIES ON MEDIA ORGANIZATION

(A case study of Nasarawa Broadcasting Service, Lafia)

ABSTRACT

This research work was based on the effect of marketing strategies on media organizations; Nasarawa Broadcasting Service Lafia was picked to serve as a sample for the population in the course of the research.Scope and limitation and the terms were designed. In chapter two, marketing strategies designed levels of planning the marketing strategies were explained. The marketing mix, marketing environment, have been examined with the summary of literature review. Chapter three shows research designs and methodology, source of data questionnaire design, the population and sample and the questionnaire that are distributed and collected. Chapter four contains data presentation and analysis as well as a reasonable conclusion after which source and useful recommendations were suggested. The researcher used questionnaire method to obtain information, organize the research work in five (5) chapters. The Chi-square method was used to analyze the necessary data obtained from the questionnaire returned. Adequate suggestions and recommendations were made.

CHAPTER ONE: INTRODUCTION

1. BACKGROUND OF THE STUDY

In many countries of the world, the mass media as an institution is aimed at enlightening the society on the economic and financial situations and also to find the possible solution to problems being faced by the nation with regards to the free enterprise economics. FagboSaka (2002) Such direction is a product of the ideological learning of a society within the prospects of micro and macro-economics.  The current globalization market has made companies to see the internationalization of their activities as a way to remain competitive. Marketing strategy has become important tool globally for any organization to remain in competitive market environment and was stronger. Aremu and Lawal (2012) sees strategy as a pattern of resource allocation decisions made throughout an organization. This encapsulates both desired goals and beliefs about what areacceptable \and most critically unacceptable means for achieving them. Aremu and Lawal, (2012) say that strategy implies that the analysis of the market and its environment, customer buying behaviour, competitive activities sand the need and capabilities of marketing intermediaries. Marketing strategy therefore, can be defined as a method by which a firm attempts to reach its target markets. Marketing strategy starts with market research, in which needs and attitudes and competitors’ products are assessed and continues through into advertising, promotion, distribution and where applicable, customer servicing, packaging, sales and distribution. Marketing strategy must focus on delivering greater value to customers and the firm at a lower cost (Chiliyaet al, 2009). Owomoyel a et al,(2013) also see marketing strategy as way of providing a quality product that satisfies customer needs, offering affordable price and engaging in wider distribution and back it up with effective promotion strategy. Marketing strategy is a vital prerequisite of Industry’s ability to strengthen its market share and minimize the impact of the competition

Even the state controlled economics, the media though heavily subsidized by government cannot be realistically regarded as valuable resources of the state. since as an institution it exist to fulfill basic ideological good of the society and cannot therefore be appraised in terms of its ability to generate resources for its sustenance or toward other ends.

The Nigeria media cannot be said to have enjoyed an institutional advantage provided within a long time which operates under the cover of mixed company. Some differences in this direction are noticeable in the print and electronic components of the mass media. Although the print media was introduced (in this case the newspaper) under a private initiative in 1859..the entry of the electronic media (radio) has the stamp of the colonial authority, more than three (3) decades after independence in 1960. Electronic media ownership has remained the privilege of government either at the Federal or State level. They exist as at now a number of television production companies, the best of these outfits have been able to achieve their independent production of programmes for public consumption.

The print media appears to have been more democratic in character, while government have embraced the medium and have been controlling shares or completely ownership of newspapers. Private initiative has received considerable expression in the area of ownership and operation of these outlets. The reality of the market is that while some newspapers and magazines are more successful than others, there exists healthy competition among the organizations.

Marketing forces have helped to determine the strength of these organizations periodically. Those who are subject to the political will (in the case of government) and dispensation have been able to understand and address the problems being faced by the competitors. These factors have in most case defined their audience and direct effort at meeting the needs of this audience. The noticeable shift in policies and programs to a capitalist society has informed the need for the mass media to address the issue of viability. This issue has received considerable boost with the option of the structural adjustment program (SAP) in July 1986. The implementation of the program also witnessed a spate of privatization and commercialization drives.  

1. STATEMENT OF THE PROBLEMS

In spite of its relevance, the effect of marketing strategies on media organization is hardly studied especially. But in many cases, they face the constraints of technological backwardness, lack of human resource skills, weak management system and entrepreneurial capabilities, unavailability of appropriate and timely information, insufficient use of information technology, poor product quality etc. As a result, there exists a low level of marketing strategies on media organization.

Previous studies reviews conflicting findings e.g. FagboSaka (2002) shows that marketing strategy has become an important tool globally for any organization to remain in competitive market. Aremu and Lawal (2012) shows that strategy as a pattern of resource allocation decision made throughout an organization. This encapsulates both desired goals and believes about what are acceptable means for achieving them.

Chiliya et al (2009) shows that marketing strategy starts with market research, in which needs and attitudes and competitors products are assessed and continues through advertising, promotion, distribution and where applicable, customer servicing, packaging, sales and distribution; Owomoyele et al (2013) shows that marketing strategy is a way of providing a quality product that satisfies customers needs, offering affordable price and engaging in wider distribution and back it up with effective promotion strategy.    In view of the above, this study seeks to address the effect of marketing strategy on media organizations and show ways to improve, especially Nasarawa Broadcasting Service Lafia.

1. OBJECTIVES OF THE STUDY

The broad or general objective of the study is to investigate the effect of marketing strategy on media organizations of Nasarawa Broadcasting Service, Lafia and adopt the best strategy for the organization.

The specific objective is:

1.  To examine the degree at which product strategy improves the level of profit in the effect of marketing strategies on media organizations ofNasarawa Broadcasting Service, Lafia.
2. To determine the extent at which promotional strategy influences the sales volume of Nasarawa Broadcasting ServiceLafia.

• To determine the effectiveness and efficiency of the media in the face of competition in the perception of the mediaNasarawa Broadcasting Service, Lafia.
  • RESEARCH QUESTIONS

The following research questions will be used:

1. To what extent can the effect of marketing strategy on media organizations be investigated and how can the best strategy be adopted in Nasarawa Broadcasting Service, Lafia?
2. To what extent can the degree at which product strategy improve the level of profit of Nasarawa Broadcasting Service, Lafia be examined?
3. How can the effectiveness and efficiency of the media in the face of competition of the media be determined inNasarawa Broadcasting Service, Lafia?
   1. SIGNIFICANCE OF THE STUDY

The significance of the study is said to look into the effects of the application of marketing strategies in media organization particularly Nasarawa Broadcasting Service Lafia. It could provide some important information especially for interesting academician who will do further research work.

It would provide interesting information which would be used by the Federal government and the State government on the role of media organizations.

1. STATEMENT OF THE HYPOTHESIS

In order to address the research objectives and questions and ascertain reliable outcome from the investigation, the following hypothesis stated in null (Ho) will be tested.

Hypothesis one:

Ho: Product strategy has no significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hi: Product strategy does have significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hypothesis two:

Ho:Promotional strategy has no significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hi: Promotional strategy does have significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hypothesis three:

Ho:Price strategy has no significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hi: Price strategy does have significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hypothesis four

Ho:Place strategy has no significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hi: Place strategy does have significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service Lafia.

Hypothesis five

Ho: Effectiveness and efficiency has no significance to the effect of marketing strategies on media organizations in Nasarawa Broadcasting Service, Lafia.

Hi: Effectiveness and efficiency does have significance to the effect of marketing strategies on media organization in NasarawaBroadcating Service, Lafia.

1. SCOPE OF THE STUDY

This research work is limited to cover only Nasarawa Broadcasting Service Lafia.This study will help to give recommendations on how marketing strategy has effect on media organization and to see how it helps company to increase patronage.

1. LIMITATIONS OF THE STUDY

In the course of carrying out this research work, certain factors militated against the smooth operation of the work. The exercise was greatly limited due to some factors. Some of the factors include: 
–       Lack of funds 
–       Time constraints 
–       Inadequate research materials to collect data such as textbooks, journals, magazines 

1. OPERATIONAL DEFINITION OF TERMS
2. MEDIA: Channel through which the message or information passes from the producer to the final consumer e.g. Television, newspaper, magazine etc.
3. ADVERTISEMENT: Is the person or organization that usually initiates the advertising process or the sponsors of the advert.
4. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
5. MARKETING: Philip Kotler (1996) however, defined marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
6. COMMERCIALIZATION: This meansthe process of introducing a new product or production method into commerce—making it available on the market.
7. BROADCAST:The act of transmitting sound or images by radio or television.