MARKETING OF MANAGEMENT CONSULTANCY SERVICES (A CASE STUDY OF IBRAHIM YUSUF AND CO/ASSOCIATES)
MARKETING OF MANAGEMENT CONSULTANCY SERVICES (A CASE STUDY OF IBRAHIM YUSUF AND CO/ASSOCIATES)
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Date
1999-11
Authors
ODOKUMA, AUGUSTINE EGURIASE
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Abstract
This study is primarily concerned with the phenomenon of marketing management
consultancy services in the Nigerian consultancy companies, and a case study of
IBRAHIM YUSUF & Co. and or Associates was undertaken with a view towards taking
a critical analysis at how the company in the past has adopted specific marketing
strategies. And how over the present period management has employed such marketing
strategics in its overall marketing effort.
In addition, the study is also concerned with how the company has over time, employed
various marketing techniques to enhance its competitive position in the market, in view
of the increasing rate of competition, sudden death of companies (users of their services),
hard business times and Government policy in general.
Furthermore, in the light of analysing how the company's marketing techniques have
evolved and development in the past and with respect to the present time, an attempt is
made to see how management intends to go about its marketing techniques in the near
and distant future. Further recommendations arc given as to how best it could venture to
do this to its best advantage in terms of its varied marketing efforts.
Consequently, an evaluation of the company's marketing strategies is undertaken, and in
the event a number of alternative marketing strategies are analysed and put forward to
management, directed at enabling the firm to effectively and efficiently market its wide
range of services. And in addition accomplish its set objective of expanding its market
share, increase sales volume, cash flow and profitability in the long run.
Subsequently, emphasis is shown on how IBRAHIM YUSUF & Co and or
ASSOCIATES, Kaduna through its marketing techniques over time could contribute to
the general improvement of marketing in Nigeria, particularly in consultancy business
with respect to the general practice and process of marketing. With regard to tackling
issues like inflation, scarcity, distressed banks, dwindling national income, collapse of
basic infrastructures rising national debt, corruption, Niger Delta crises, sharia law,
consumerism, environmentalism and recession, as significant challenges confronting
marketing in Nigeria.
Marketing is, in a real sense the bedrock of the enterprise system, and sound marketing
strategics are virtually important to the economic health of business firms, and hence the
nation and world.
Due to the importance of marketing, it should be widely and thoroughly appreciated, but
this is an onerous task. The Held is relatively dynamic and it is undergoing constant
change in response to shift in socio-economic and political conditions. All of these makes
marketing stimulating and exciting, but also challenging and perplexing. It is hoped that
this study will meet its own challenge by contributing to a better understanding of
marketing in consultancy and planning, formulation and implementation of marketing
strategies, in Nigeria and the world at large.
Description
A project submitted to the post graduate school of Ahmadu Bello University Zaria, in
partial fulfillment of the requirement for the award of the Degree of Masters of Business
Administration (MBA) Department of Business Administration ABU Zaria
NOVEMBER, 1999.
Keywords
MARKETING,, MANAGEMENT,, CONSULTANCY,, SERVICES,, CASE,, STUDY,, IBRAHIM,, YUSUF,, ASSOCIATES,