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PROJECT TOPIC: EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF DURABLE CONSUMER PRODUCT (A STUDY OF SAMSUNG MOBILE PHONES)

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CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

In Rivers State where the importance of marketing is yet to be fully appreciated, people talk about marketing their product as if they are referring to a particular problem.

As successful marketing strategy must tell an organization where they would result to be on a long-term basis, “that is why it is often said that marketing strategy is a continuous process”, it must rest on a carefully but well planned action (Baker 1995: 17).

The strategy aspect of the plan should be based on what is known of the competitor’s strength and weakness, the casual characteristics of the battle ground the friendly or hostile sentiment of those territory, and course, the nature of resources available to the organization (Stanton 1982: 35).

In the business organization, there is safety on activity where the marketing must not therefore make the right decision about the four components of the marketing mix-product price promotion place/distribution through the employment of marketing strategy. These key components must be co-ordinated and moved into a unified effective strategy if the product must perform well in the market (Kotler 1997: 315).

The analog to business strategies is direct and useful in business and in marketing, the terrain is the market place in particular and economic, political social and technological environment in general.

The resources are personal with wide-ranging skill and expertise as well as factory, laboratories, transportation system, financial resources and the co-operate reputation (Henry 1934: 72).

More so, depending on the nature of business, strategies may have other dimension as well. At the heart of any business strategies is marketing strategy. Business exist to deliver product to the market to an extent that they serve this purpose efficiently through profit maximization.

All these are marketing efforts the objective of an organization have to be considered, particularly in customers satisfaction and increasing their sales volumes at profit making.

Conclusively, Samsung electronics company being one of the leading electronic outfits in Rivers State must reflect and consider marketing strategies as a means of success in the markets and above all must anticipate the action and reactions of their competition (Nwosu 1996:112).

1.2     STATEMENT OF THE PROBLEM

The pre-independence effective marketing strategies for improved performance of durable consumers product contains a lot of structural policy reforms that were means to re-position the effective marketing strategies for sound and improved performance (productivity).

But the period also witnessed high marketing strategies failure rate. Even since 1980s effective marketing strategies in the country have faced to meet national expectation inspite of the enormous policies put in place to ensure effective marketing strategies.

In as much as this study is not laying claim the fact that there has been performance appraisal carried out in different organizations the truth of the matter is how effective and adequate is it done?

Therefore, the problem of this study focuses directly on the effective marketing strategies for improve performance of durable consumers products in Rives State. This evidence suggest that effective marketing strategies are still in adequate in rivers state inspite of the massive marketing strategies taking place on the country. This is for proper investigation to find out whether the strategies are really beneficial or not and whether they are producing the desired results or not.

1.3     OBJECTIVE OF THE STUDY

1.       The main objective of this study is to examine the effectiveness of marketing strategies in the performance of durable consumer products of Samsung Company.

2.       To determine whether the pricing strategies used have helped to increase the volume of sales of its products in the market place.

3.       To ascertain the effectiveness of the chain of distribution used by the company.

4.       To find out the incentives mobilization strategies adopted by the company and to what extend it has increase the sales of their products.


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