THE APPLICATION OF THE MARKETING CONCEPT IN THE NIGERIAN MANUFACTURING INDUSTRY: A CASE STUDY OF SUNGLASS LIMITED, KADUNA
THE APPLICATION OF THE MARKETING CONCEPT IN THE NIGERIAN MANUFACTURING INDUSTRY: A CASE STUDY OF SUNGLASS LIMITED, KADUNA
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Date
1997-12
Authors
Ojore, Obute Lawrence
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Abstract
This study was undertaken to enable us understand the extent
to which firms in the manufacturing industry in Nigeria, apply
the marketing concept.
Taking into consideration the country's large population, and
large number of manufacturing firms which hinder on individual
analysis of manufacturing firm as regards the application of the
marketing concept, a case study of Sunglass Limited, Kaduna
was undertaken.
The consumer is the life-blood of the organisation, since if he
does not buy, firm cannot sell and every firm that produces
must sell to be in business. Therefore, the importance of the
consumer to the achievement of corporate goals cannot be over
emphasize. It is important, in order to achieve overall objective
of the organisation, to strengthen and incorporate into the
organisation the pillars of the marketing concept, that is
consumer orientation and satisfaction, integration marketing
effort, profit criterion and societal orientation.
In our case study analysis of Sunglass Ltd, I found that the
company is a marketing oriented enterprise. The consumer is
the king is a watchword in Sunglass Limited and all marketing
activities are planned around this concept. Sunglass Limited
applies the marketing concept to a large extent, although some
aspects of it are employed to the neglect of others.
Description
In Partial fulfillment of the requirements for the Award
of the
Degree of Master of Business Administration (MBA)
Department of Business Administration
Ahmadu Bello University, Zaria
Keywords
APPLICATION,, MARKETING CONCEPT,, MANUFACTURING INDUSTRY,, SUNGLASS LIMITED