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(A CASE OF NIGERIA)
ABSTRACT
This study examined the evolving significance of marketing management strategies in galvanizing agricultural potentials for economic development. A Nigeria perspective. The survey research design was adopted for the study. The researcher therefore determined the sample size to use from the population of the potential customers, which is unknown. Therefore the sample size of this study is judgmental sample of 85 respondents which comprise of customers from mile one market and mile two market in Port Harcourt. Base on the finding of the study, it was concluded that there is significant impact of marketing management strategies on the Agricultural sector of Nigerian Economy. Summary conclusion and recommendations were made that marketing Managers of firms in Nigeria should understand the effective marketing strategy for improved performance of agricultural product so as to enhance the economic performance of the nation. There is need for integrated marketing management strategies; this strategy will assist farmers in their marketing efforts, effective marketing strategy will also be achieved if marketing managers encouraged on the job training of marketers to be done on continuous and regular basis so that a successful implementation of effective marketing management strategy can be guaranteed and also that marketers should be knowledgeable and skilled in marketing strategy and marketing environment analysis.
TABLE OF CONTENT
COVER PAGE i
DECLARATION iii
CERTIFICATION iv
DEDICATION v
ACKNOWLEDGEMENT v
ABSTRACT vii
TABLE OF CONTENT viii
CHAPTER 1 1
INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF PROBLEM 4
1.3 OBJECTIVES OF THE STUDY 6
1.4 RESEARCH QUESTIONS 6
1.5 STATEMENT OF HYPOTHESES 6
1.6 SIGNIFICANCE OF THE STUDY 7
1.7 SCOPE OF THE STUDY 8
1.8 LIMITATION OF STUDY 9
1.9 DEFINITION OF TERMS 9
CHAPTER 2 11
REVIEW OF RELATED LITERATURE 11
INTRODUCTION 11
2.1 CONCEPTUAL FRAMEWORK 11
2.1.2 MEANING OF MARKETING STRATEGIES 12
2.1.3 DIMENSIONS OF MARKET MANAGEMENT STRATEGIES 13
2.1.4 IMPORTANCE OF MARKETING STRATEGIES 18
2.1.5 IMPLICATIONS FORMARKETING STRATEGY…..……..19
2.1.6 HISTORICAL DEVELOPMENT OF AGRICULTURE IN NIGERIA 20
2.1.7 AGRICULTURE AND NIGERIAN ECONOMY 21
2.1.9 ECONOMIC DEVELOPMENT OF NIGERIA 22
2.1.10 MEASURES OF ECONOMIC DEVELOPMENT 23
2.1.11 AGRICULTURE AND RURAL DEVELOPMENT: CONCEPTUAL ISSUES 24
2.1.12 CHALLENGES OF AGRICULTURE AND RURAL DEVELOPMENT IN NIGERIA 27
2.1.13 THE ROLE OF AGRICULTURE IN ECONOMIC DEVELOPMENT 29
2.1.14 THE EVOLVING SIGNIFICANCE OF MARKETING MANAGEMENT STRATEGIES ON AGRICULTURAL POTENTIAL FOR NATIONAL ECONOMIC DEVELOPMENT 32
2.2 THEORETICAL FRAMEWORK 33
2.3 EMPIRICAL FRAMEWORK 37
CHAPTER 2 42
RESEARCH METHODOLOGY 42
3.1 INTRODUCTION 42
3.2 RESEARCH DESIGN 42
3.3 POPULATION OF THE STUDY 43
3.4 SAMPLE SIZE AND SAMPLING TECHNIQUES 43
3.5 DATA COLLECTION TECHNIQUES 43
3.6 RESEARCH INSTRUMENT 44
3.7 STATISTICAL TECHIQUES FOR DATA ANALYSIS 44
CHAPTER 4 46
DATA REPRESENTATION AND ANALYSIS 46
4.1 INTRODUCTION 46
4.1 DATA PRESENTATION AND ANALYSIS 46
4.2 HYPOTHESIS TESTING 50
3.4 DISCUSSION OF FINDINGS 55
CHAPTER 5 57
SUMMARY, CONCLUSION AND RECOMMENDATIONS 57
5.0 INTRODUCTION 57
5.1 SUMMARY 57
5.2 CONCLUSION 58
5.3 RECOMMENDATIONS 59
REFERENCES 61
APPENDIX I 67
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
Ayres and Warr (2006) define economic as ‘a rise in the total output (goods or services) produced by a country’. It represents an increase in the capacity of an economy to produce goods and services, compared from one period of time to another. Economic growth refers only to the quantity of goods and services produced. Economic development can be measured in nominal terms including inflation, or in real terms, which are adjusted for inflation like by the percent rate of increase in the gross domestic product (GDP). Economic development measures growth in monetary terms and looks at no other aspects of development (Illyas and Siddiqi, 2010). Economic development can be either positive or negative. Negative growth can be referred to by saying that the economy is shrinking. Negative growth is associated with economic recession and economic depression (King and Levine, 1993). One way to enhance economic development is through marketing management strategies.
In the postwar period, the growing demand for food led to intensive production systems and many small family type farms were converted to large-scale enterprises. Eventually, food was shipped to Europe from all over the world. The new cultivation techniques and generally the evolution of technology replaced a large part of the labor force. This has also lead to the increase of farmland and of yields, while production costs were reduced.
Nowadays, consumers, in western countries, choose from a variety of food at reasonable prices from all over the world (Pfeifer et al, 2009). However, the new model of agriculture in turn has created new problems and changed dramatically society’s actually expectations of agriculture. For some time now, it has been about more than simply meeting the objectives of Article 33 of the EC treaty, such as increasing productivity to ensure adequate food supplies at “reasonable” prices. Consumers increasingly wonder to what extent and how agriculture affects the environment and their concern on the impact of food on health intensifies. Among these, they are willing to pay more for safe food and if they are convinced on animal health and well being as on controlled environmental impact (Seyfang, 2006; Saunders et al, 2006). Food markets are all the more identified by a new set of social criteria and farmers’ access to markets depends on the ability of their products to meet these criteria.
Marketing activities play vital role in the survival and growth of any organization. In recent times, marketing activities in the service industry have been posing serious problems to the services operators because of the competitive nature and increase in the number of services and manufacturing industries.
Marketing as we know it today was given little or no attention.
A successful marketing operation must rest on careful thought and plan.
The strategic aspect of the plan should be based on what was known of the competitor strength and positioning the physical characteristic of the battle ground, the financial or hostile sentiment of those who occupy the territory, and of course, the strength and character of the resources available to compete.
Ebitu (2014) conceived strategy as an action plan or a set of plans intended to achieve specific goal or objectives over a period of time. He further stressed that marketing strategy is an action plan on how organization intends to achieve its marketing objectives.
According to Orji (2010), a strategy is a pattern of action and resources allocations designed to achieve the objectives in an organization. He also found strategy as a game plan for “getting there” and that every business must follow a strategy for achieving its marketing goals.
Louise and David (1989) in Orji (2010) pointed out that marketing strategy is the overall company programme for selecting a particular target market and satisfying the target consumers through a blending of the marketing mix elements. The component of the marketing mix such as product, price, distribution and promotion represent subset of the marketing strategy. These key elements must be coordinated and put into a unified effective strategy where product must perform well in the market. The marketing strategy is direct and useful in business and in marketing.
Agricultural production frequently reflects an element of culture and regional identity, and foodstuffs may symbolise the distinctive historical realities of the countries and regions concerned. While food could in theory be imported, cultivated landscapes, biodiversity and the cultural dimension can only be maintained through a pro-active approach to agriculture run along traditional lines. These assets cannot be imported. The post-2013 CAP should not be driven by lowest-price, specialized production concentrated on specific regions and geared exclusively towards optimum economic output, but by the European agricultural model, which must be based on the principles of food sovereignty, sustainability and the real needs of farmers and consumers. Agriculture policy is, therefore, about more than allocating money. Farmers rightly expect to secure a fair income from the sale of their products on the market and as remuneration for the services they provide to society under the European agricultural model. (EU, 2008).
1.2 Statement of Problem
Post purchase satisfaction has always been a major achievement indicator as a level of satisfaction of customers who used the product in the market. Effective marketing management strategies have contributed toward the achievement of these set objectives. Established and implemented marketing management strategies have played a major role in the success of many businesses.
Every firm which intends to improve on its marketing has to create good marketing management strategies for its operation. These marketing management strategies should be effective and increase the sales/profitability of agricultural product in Nigeria as well as enhance agricultural potential.
Agricultural products product has for some time now experienced unfavourable business environment such as poor sales of the product, inability of the product to based on poor marketing performance because the marketing strategies adopted were not favorable.
New challenges have emerged, such as biodiversity protection, broad-based cultural landscape preservation, rural development including the creation and safeguarding of jobs, and the notion of regional products as cultural assets. Moreover, the farming sector is also having to come to terms with the impact of climate change, and make due contributions to the storage of carbon dioxide. As a result of the global hunger crisis and the difficulties on the energy markets, other key remits of a locally based (i.e. regionally anchored) agricultural sector are increasingly coming to the fore, including food security and food sovereignty, and energy supply. Food security must be a basic and universal human right. While complete self-sufficiency is not essential, the aim should be to attain the maximum possible level i.e. food sovereignty (EESC, 2010).
1.3 Objectives of the Study
The main objective of the study is to examine the evolving significance of marketing management strategies in galvanizing agricultural potentials for national economic development.
1. To examine the relationship between market dominance strategy and national economic development in Nigeria.
2. To examine the relationship between innovation strategy and national economic development in Nigeria.
3. To examine the relationship between marketing mix strategy and national economic development in Nigeria.
1.4 Research Questions
1. How does market dominance strategy influence national economic development in Nigeria?
2. How does innovation strategy influence national economic development in Nigeria?
3. How does marketing mix strategy influence national economic development in Nigeria?
1.5 Statement of Hypotheses
H01: There is no significant relationship between market dominance strategy and national economic development in Nigeria.
H02: There is no significant relationship between innovation strategy and national economic development in Nigeria.
H03: There is no significant relationship between marketing mix strategy and national economic development in Nigeria.
1.6 Significance of the Study
It can be seen from the problem statement that major difficulties are identified with marketing. It is hoped that the study will help farmers, practitioners, marketing managers and students on the field of study to adopt better marketing strategies that will improve the overall marketing performance of Agricultural products and help company realize its business objectives.
The recommendations made in this study if applied would provide initial steps in major decision on the determination of the present marketing management strategies that can be used to in unleashing agricultural potentials in Nigeria and as well help in economic development.
The study also will help the reader know that the success of a Agriculture depend on good marketing management strategies so that it will present good image and increase sales revenue. It will also widen the researcher’s knowledge about the various marketing management strategies available and how they can be applied to Agricultural products to improve the performance of the Nigerian Economy.
Above all, the study will also help the people to know the value of marketing management strategies and how it can be used to attract new market customers from existing market.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship between evolving significance of marketing management strategies in galvanizing agricultural potentials for national economic development. The dependent variable is national economic development, measured by infrastructural development, gross domestic product and employment generation. While independent variable is marketing management measured by market dominance strategy, innovation strategy and marketing mix strategy.
Geographical Scope: The scope of this study is limited to the state and federal ministry of Agriculture in Rivers State.
Unit of Analysis: The unit of analysis in this research involves both senior and junior staff of the selected ministries at the time of the study.
1.8 Limitation of Study
Every research study has certain limitations which fall short of the ideas which the researcher has established or recognized.
Given the critical and sensitive nature of the topic under this study, the researcher encountered a number of problems which hindered the research work. Most importantly the time frame within which the work was expected to be completed was too short.
Besides, the researcher was not financially buoyant enough to carry out all the investigations deemed necessary to be carried out.
Furthermore, the attitude of the respondents toward the questionnaires that were administered was not favourable.
Finally, the availability of current literature for the research work also gave its own hindrance as the subject matter have been a matter of public discussion without proper literature to support the various arguments made on it.
1.9 Definition of Terms
Agriculture: The science or practice of farming, including cultivation of the soil for the growing of crops and the rearing of animals to provide food, wool, and other products.
Economic development: It is the efforts that seek to improve the economic well-being and quality of life for a community by creating and/or retaining jobs and supporting or growing incomes and the tax base.
Economy: The wealth and resources of a country or region, especially in terms of the production and consumption of goods and services.
Development: The process of developing or being developed.
Economic growth: The increase in the amount of goods and services produced per head of the population over a period of time.
Marketing: Marketing is the process of planning and executing the consumption pricing, promoting and distribution of ideas goods and services to create exchange that satisfy individual and organizational objective.
Market: Market is people or organization that has money, they ready and willing to spend their money for the product of choice during a marketing plan.
Marketing Mix: The marketing mix refers to the set of actions or fact that the company uses to promise its bound or product in the market.
Performance: Performance is the accomplishment of a given task measured against preset known standard of accuracy, completeness, cost, and speed.
Strategy: Is an ability of person skilled or planning things, or a plan designed for a particular purpose.
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