THE IMPACT OF MARKETING SEGMENTATION ON PRODUCTION PLANNING IN AN ORGARNISATION

THE  IMPACT OF MARKETING SEGMENTATION ON PRODUCTION PLANNING IN AN ORGARNISATION

CHAPTER ONE
INTRODUCTION

BACKGROUND OF THE STUDY

Market segmentation is a vital issue in marketing strategy.
Therefore, marketing segmentation is the sub-dividing of a market into district subset of customers where any subsets may conceivably be selected as a target to be reaching with a district marketing mix.
Kotler (2008) opines that market is a place or a geographical area where buyers and sellers meet and function, goods and services are offered for sale and transfer of ownership of title occur.
The aggregate market is so huge that any single market needs to capture only a small portion of it to be very successful hence, the strategy employed.
Limsitursti (2009) define marketing strategy can be viewed as the techniques, styles and way that a distributing, developing and selling of their products in order to attract the attention of its customers.
It is interesting to note that, each major variable, for the entire firm’s offering requires careful research and studying before short and long term marketing plans can be evaluated. Therefore, the needs for this study goes a long way in re-organization that people as buyers and customers differ in their need, taste, family and cultural background, motivation lifestyle, and attitude towards products and purchases.
It is relevance to the present time in that, this set of buyers should process distinguishing characteristics so that they may be used  as marketing targets product are positioned to meet segment customer need, and a marketing mix appropriate to a particular segment may selected . Kotler (2008) in his view, market segmentation offers an efficient way for marketers to plan for attaining the desire goals and set objectives.

STATEMENT OF THE PROBLEM
One of the obstacles that often lead to businesses failure is the inability of some marketing executives to formulate, plan their strategies, they operate without taking into cognizance the factors or the element both internal and external to the forms which they operate. This research work is primarily concerned with studying marketing company has given and how market are been segmented in order to improve. Its operational performance thereby providing the consumers with adequate products as to how, where, what or getting them.

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Updated: 20th June 2022 — 5:34 pm