Description
Abstract
This project examined the Effect of Marketing Intelligence on Organizational Performance, using Unilever Nigeria Plc, Agbara, Ogun State as case study. The objectives of the study is to critically examined the effect of marketing intelligence and evaluate its impact on organizational performance, to examined the problems confronting organizational performance in the area of marketing intelligence and to recommend possible solution to the problems confronting organizational performance in the area of marketing intelligence. The research make use of primary and secondary sources of data to obtain the needed information from the respondents, the total population of the research consist of top management of Unilever Nigeria Plc which is one hundred and eighty five (185), out of which a sample of fifty (50) were selected. Fifty (50) copies of questionnaire was sent to the selected staffs of the company. The copies of the questionnaires were dully filled and returned, the returned copies were analyzed using descriptive and statistics methods to analyze the data. The findings shows that Marketing intelligence is a vital instrument for an organization that aims to survive in the marketplace and has business competitive advantage, and also, marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace. Based on the findings, it is recommended that the management of firms should take keen interest in safe keeping all items of information about the operation system, sales data, core competence and other strategies including their strength, weakness, opportunities and threat, as well as firms should frequently measure or assess the risk of competing in a particular market, under which information should be gathered and proper market research should be conducted towards assessing the implications of competing head to head with major competitors in the marketplace.
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