Download complete project material on An Evaluation Of The Effects Of Marketing Concept On The Performance Of Carrier Services In Nigerian Postal Services from chapter one to five
ABSTRACT
This research work is an attempt to evaluate the effect of marketing concept on the performance of carrier services in Nigerian postal services, Kaduna territory, the study is presented in five chapter, the first chapter introduce the subject matter, and aspect out of the object to be achieved as well as the rationales for the study, the author makes a critical review of the current literature of the of the subject matter.
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Descriptive and explanatory research was employed in this study and simple random sampling was employed. In addition, the following hypothesis have been tested in the study Hi: – marketing concept is applied effectively in courier services of NIPOST Ho: – marketing concept is not effectively in courier service of NIPOST based on the data collected and analyzed using chi-square formula, the alternative hypothesis has a higher rating of 5.224% and is thus accepted.
The study discovered that despite the important role of marketing concept in services delivery of NIPOST and as sources of competitive advantages the problem of unqualified marketing personnel holding key marketing position is a threat to effective implementation of marketing concept.
It is those recommended that qualified marketing personnel should be employed and existing staff of marketing department of the company should be sent on training in marketing related courses to ensure the effective implementation of marketing strategies for excellent results.
CHAPTER ONE
INTRODUCTION
1.1Â Â Â Â Background of the Study
The term marketing concept is a management philosophy that emphasizes the satisfaction of consumers at a profit. In other words, marketing concept is the marketing approach to business which is also one of customer orientation which means focusing on the requirement of the customers and organizing the business to meeting those requirements.
In the 199os, good business planner view actual and potential consumers as their purpose for business existence. Therefore, interactively production, engineering, finance as well as marketing should be coordinated and harmonized into coherent whole for the beneficial cause of satisfying the consumers at a reasonable profit to the organization.
As it stands to be, marketing is far more than a simple mechanistic process involved in the distribution of goods and services. Also, it is an important socio economic process, and the collection of different physical task designed to help in satisfying identified human needs.
Invariable, sensitivity to the need of customers lies at the very heart of the marketing concept. Simply put, in order to satisfy the customers, their needs or wants must first of all be understood and then business planning made in order to meet these needs or wants.
In facts, it is more profitable and less risky than, producing what the company assume and go on to persuade customers to purchases, what should be of paramount interest to an organization that want to stay a float in business is that it must be consumer oriented through the use of marketing research to keep in touch with the market and its findings into a tangible product or goods and services to be brought back to them.
Acceptance of this marketing approach to business also open the door for the better application of marketing tools, otherwise the ups.
However, the organization in principle and practice should be concerned with not only the separate effects of those P’s but also their interactive effects, the blend of this four Ps is known as the marketing mix which of course, is the focal points of the marketing concept to create consumer satisfaction that guarantee repeat purchase, social justification for a firm existence and long term service ( and even profitable growth ).
A couriers is a person or company employed to deliver messages, packages and mail. In ancient times runners and homing pigeons were used to deliver timely messages when the horse became domesticated its use was rapidly adopted by couriers. As railways expanded they become the primary made of transportation for people and parcels alike.
Some experts, ranked customer needs evolved as follow :-
2007s – Fundamental speed, reliability and security
2010 – Customer support services
2012 – Value – added
2008 – Expanded value – added
The changes in customer requirements warrant an adaptation to the emerging trend regrettably, while the private courier companies have improved the technological contend of their services are still in the concept of the 2007s due to low use of technology etc. the courier industry in Nigerian is still at the growth stage of the industry life circle.
As at today, the market is estimated to be worth more than 6 billion naira out of the total market value of 6 billion naira, corporate customers account for up to 70%, while the retails or cash customers account for the remaining 30%. There are so many competitors in the industry with about twenty players being prominent.
The four DHL, ups, FEDEX and TNT control about 60% of the market share, which includes 80% of the corporate customers. While the other private couriers control 32% of the market share that, consist of up to 8% of corporate customers. The balance of 8% for market share and 2% for corporate customers is taken by ems/speed post.
Competition is very intense in the industry and the trend is expected to continue many factors such as deregulation, democratization, globalization, partnerships alliance, co-operation outsourcing logistics, e-commerce etc. are driver of the competition. The competition is not only coming from within the industry but from without also cyber cafes, e-mails, telephone, facsimiles, websites, hand delivery and even the parcel acceptance of the conventional posts are becoming serious competitors of the couriers.
The Nigerian postal service department was carved out from defund post and telecommunication department on 1st January. 1985. It later received its enabling authority through decree number 18 of 1987, then extra – ministerial department later metamorphosed into autonomous parastatal Nigerian postal services vide decree number 41 of 1992 now an act of the national Assembly.
From January 1995 when Nigerian postal services department was established as extra – ministerial department to July 1992 when it became a public corporation, the organization had experienced phenomenon growth and development attributed to dynamic interplay of economic political and social factors.
It is on record that NIPOST department was established in 1985 when the Nigerian nation was undergoing the initial stage of major economic and social reforms predicated on financial discipline and self reliance. While the transformation on the corporation in 1992 at the stage was the focus on economic deregulation and political transformation.
The Nigerian postal service is primarily in business to accept, process and delivered mail within and outside the country, facilitate and maintain contract between individuals and corporate bodies through the prevision of availabilities postal services that is efficient, effect, reliable and affordable.
1.2Â Â Â Â Statement of the Problem
The developing economic have been found to be guilty of the abuse of marketing concept. And for obvious reason, the problem can be attributed to the following :- firstly, in the third world countries marketing institution were not sufficiently developed to accept marketing concept. Diversity in marketing institutions do not exist emphasis was on economics of scale in production and marketing. Most companies are either one product or selling similar lines advertising and distributive facilitates also were more suited to the mass production and mass marketing.
Economic depression and government survival policies like import restriction, backward integration etc. during structural adjustment programe( sap ) is also an inhibitive factor. Here, the ability to product at home in order to substitute for the restricted import product as it is the case with Nigerian, results in higher cost of products.
This lead to higher price per unit and hence reduce the consumers purchasing power by their given level of income. Besides also, such rush to products for restricted imported products often times leads to the production of sub-standard goods with higher unit cost too. Moreover, it will be pertinent to mention here that behavioral research is at its infancy and thing create problems in identifying what are customers needs, desires, wants, etc. and what exactly should marketers producer do to satisfy them.
Finally, in the face of scarcities which is prevalent now in Nigerian economy it will be noted that there will be no economic necessity to practice marketing concept. As there will be no competitive pressure offering to consumer needs. Manufacturers could sell what they made easily.
1.3Â Â Â Â Hypothesis
Hypothesis is a statement of fact that has been practically testes, it is an opinion or suggestion put forward as a starting point for reasoning explanation of study
Hi = Application of marketing concept is positively effecting the performance of courier services of NIPOST, Kaduna branch.
Ho = Application of marketing concept is not positively effecting the performance courier services of NIPOST, Kaduna branch.
1.4Â Â Â Â Objectives of the study
As earlier mentioned this research work is aimed at determining home marketing concept influence sales or otherwise contributes to general performance of courier services marketing.
The researcher specifically intends to investigate the extent to which the company achieved its target and sale (objectives) by applying this concept. If in the course of carrying out this research work, the problems encountered in the marketing concept on courier services are known, the research intends to after the necessary suggestion that would help in solving such problems.
Another reason for carrying this study is that, the researcher is aimed at fulfilling one of the conditions necessary for the award of the HND Business administration department of CBMS, Kaduna Polytechnic
It can also serve as a guide to researchers undertaking similar study, while student and lecturers would also benefit in this regard.
1.5Â Â Â Â Significance of the Study
The significance of the study lies in the fact that as a dynamic and organized topic, marketing concept needs to be continuously studied in other to make some useful suggestion based observation and other researchers for due to their improvement towards finding solution to its problems.
The evaluation is also importance because it will add to existing literature on marketing concept organization and this in turn will be helpful to undertake meaningful research worth in the field of courier services in Nigerian postal which one will benefit organization policy makes and general public.
1.6Â Â Â Â Limitation of the Study
It should be noted that a study of this nature, is certainly bound to face certain shortcomings. The first limitation is the inability for the study to cover a wider and broader topic of marketing concept but restricted to the narrow area of courier service.
Time is another factor. One must be appreciate the fact that, to carry on such a study takes a longtime however, on academic scope, student is allowed a limited time to conduct the study.
Another limitation is the inadequate materials to make reference e.g. lack of textbooks, journals and magazines e.t.c. this is couple with financial constraints for the procurement of such materials for the study.
However this limitation and constraint have affected the result of the project works.
1.7Â Â Â Scope of the Study
The scope of study shall be based on effect of marketing concept on courierservices in Nigerian postal services, Kaduna territory as a study area.
This study is a how we feel about effect of marketing a product and how it is carried out in the organization. Although organization functions it is no divergent that it cannot be covered in detail. In this study, attempt will be made to highlight areas of concerned to us, such areas as the scope of effect of marketing concept is a motivating factor, evaluation of marketing concept, strategies, identification of having needs of marketing concept, and the effect of marketing concept on organization, on job performance.
1.8Â Â Â Definition of terms
Marketing: Are those strategies that facilitate the exchange process of buying and selling to be okay by working of adverts. It creates efficiency for the buyer to be informed about goods and services.
Marketing concept: Management philosophy of business which states that the customers want satisfaction is the economic and social justification of a company’s existence.
Consumer: Are those who have purchasing power to buy goods at a particular price and at a given time. This also refers to a person, corporate body who uses goods and services.
NIPOST: Nigerian postal services territory
Courier: Is a person or company employed to deliver messages, packages and mail.
Post Patronage: The stage in which customers come for inquiry of item entrusted in the care of the organization,
Item: It describe letter, parcel printed mater, goods etc. that is transmittable through the courier.
Product Concept: The systematic gathering, recording, analyzing and sale of goods and services from producer to consumer.
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