THE RELEVANCE OF MARKETING IN SMALL SCALE INDUSTRIES

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Date
1993-11
Authors
ADEDIRAN, PRECIOUS BABATUNDE
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Abstract
This project is concerned with the nature and scope of solving some of the numerious problems faced by small scale industries with Nigerian Marble Industry, Igbeti as a case study. In this research effort has been made at: (a) Finding out the state of art as far as the carrying out of two major functions viz — Distribution and Advertisement are concerned, with the aim of determining the effective and efficient Management of these functions. (b) Studying the distributors (Dealers) perception of the company with respect to the functional management of these factors. (c) Investigating what constitutes major bottlenecks in the area of marketing and distribution by small industries. The study is of an exploratory nature; this being so coupled with the fact that it focuses on one company, the case study method has been used. The approach used in conducting the study is descriptive and analytical with the important data obtained from the primary and secondary sources. The collection of information and data analysis from this study resulted in a recommendation that: in order to alleviate some of the problems of small scale industries there is the need for their adoption of modern marketing techniques such as marketing research, product planning, publicity advertisement and promotional activities. Commercial banks should also make bold move by encouraging and ensuring the operation of marketing departments in these industries while providing credit facilities to small scale industries. Similarly, research centres and Institutions of higher learning should help to conduct marketing research on small scale industries, collect adequate data and disseminate them to small firms. It is pertinent to emphasize the need for the establishment of Small Scale Industrial Advisory Services (SSIAS) in different locations (preferably all State Capitals) to assist and monitor the activities of Small Scale Industries. There is also the need for Small Scale firms to engage the services of trained staff and professionals, with the encouragement in the formation at the local levels, trade associations and possibly their ultimate acceptance into Chambers of Commerce and Industries to enhance adequate exposure and acquisition of relevant experience on the long run .
Description
A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION, (MBA) IN THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF ADMINISTRATION, AHMADU BELLO UNIVERSITY, ZARIA.
Keywords
RELEVANCE, MARKETING, SMALL SCALE, NDUSTRIES
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