MARKETING STRATEGY AND ITS EFFECTS ON THE ORGANIZATION (A CASE STUDY OF TOWER ALUMINIUM NIGERIA PLC)

Abstract

This is a summary of the entire work which seeks to investigate the marketing programme of manufacturers for products they consider successful and see if such programmes approximates to an optimal strategy.  This is because good performance is a function of good planning.  Strategy refers to the course of action towards achieving planned objectives.  Marketing strategies are therefore plans and ways in which goals and objectives of any company can be attained.  In an attempt to see how these variables are manipulated by organizations, the researcher made use of the questionnaire and interview method to gather his primary data for analysis and interpretation.  However, due to the nature of the product, it was discovered that the organization made use of direct marketing as a promotional tool for price stability though depending on the cost of production.  The researcher also found out those sales influenced by the cultural and social values of the people, and that competition in the industry is very keen.  Now, with this in mind, where every organization in the industry is trying to get a major part of the market share, what should Tower Building Products do?  It is recommended by the researcher that training scheme should be introduced; there should be continuous marketing research and that advertising should be given priority.

Keywords: Marketing, Strategies, controllable variables, non- controllable variables, Macro and Micro environments.