The Role Of Marketing In Improving The Profitability Of An Organization (A Case Study Of Cadbury Nigeria Plc, Lagos)

Type Project Topics
Faculty Administration
Course Business Administration
Price ₦3,500
Key Features:
- No of Pages: 103

- No of Chapters: 05
Introduction:

Abstract

ABSTRACT

This project is centered on the role of marketing in improving the profitability of an organization with reference to Cadbury Nigeria Plc, Lagos.

This research work is necessary and imperative so as to determine the role of marketing in improving the profitability of an organisation.

The researcher distributed questionnaire to workers in company under study. Personal interviews were also conducted with some workers in the department. The data gathered was analyzed on different tasks by using percentages.

Based on the underlying assumption, the following were recommended for the study, marketing should start from customers by identifying their needs and ends with customers by satisfying their needs, the organizations sales force should be trained and informed about the role of marketing on profitability, and marketing strategies should be effectively used to reach the target market and improve profitability.

Table of Content

TABLE OF CONTENTS



Title Page

Certification i

Dedication ii

Acknowledgement iii

Abstract iv

Table of Contents v-vii



CHAPTER ONE

1.0 INTRODUCTION 1-2

1.1 Statement of the Problem 2-3

1.2 Objectives of the Study 3-4

1.3 Significance of the Study 4

1.4 Scope of the Study 5

1.5 Research Questions 5

1.6 Research Hypothesis 5-6

1.7 Limitations of the Study 6-7

1.8 Historical Background of Cadbury Nigeria Plc. 7-10

1.9 Definition of Terms 10-12



CHAPTER TWO

2.0 LITERATURE REVIEW 13-19

2.1 Evolution of Marketing 19-20

2.2 The Marketing Concept 21-23

2.3. Marketing – Mix Strategy 23-24

2.4 Marketing Environment 24-26

2.5 Marketing Segmentation 26-27

2.6 Marketing Strategy 27-28

2.7 Functions of Marketing 29-31

2.8 The Contributions of Marketing 32

2.8.1Marketing and the Producer 32-33

2.8.2 Marketing and the Consumer/Individual 33-34

2.8.3 Marketing and Society 34-35

2.9 Concept of Profitability 35-36

2.10 Profitability Analysis 37-39

2.11 Comparing Profit and Profitability 39

2.11.1The Difference between Profit and Profitability 39-41

2.11.2Determinants of a Company’s Profitability 41-43

2.11.2Mearuring Profitability 44

2.12 The Role of Marketing on Company Profitability 44-46

2.13 The Effect of Market Orientation on Company Profitability 47-49

2.14 Marketing Budget Process 49-51

2.15 The Measurement of Marketing Effectiveness 51

2.15.1Purchase Decisions 51-52

2.15.2Scrutiny from Finance 52-53

2.15.3The Dichotomy of Interests between Marketing and Finance 53

2.15.4 Differing Perspectives 53-54

2.16 The Pitfall of Market Share 54

2.17 Reconciling Differences to Increase Company Profitability 54-55





CHAPTER THREE

3.0 RESEARCH METHODOLOGY 56

3.1 Research Design 56

3.2 Sample Presentation 56-57

3.3 Sources of Data 57

3.3.1 Primary Source of Data 57

3.3.2 Secondary Source of Data 58

3.4 Statistical tools 58-59



CHAPTER FOUR

4.0 DATA ANALYSIS AND PRESENTATION 60-69

4.1 Testing of Hypothesis Using Chi-Square 70-72

4.2. Analysis of Hypothesis 72-78

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION 79

5.1 Summary of Findings 79

5.2 Conclusion 79-80

5.3 Recommendation 80-81

Bibliography

Questionnaire

Introduction

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