THE IMPACT OF MARKETING MIX AS A TOOL FOR ORGANIZATIONAL EFFICIENCY. A CASE STUDY OF PEPSI DEPOT, MAKURDI

CHAPTRER ONE

1.0Introduction

In modern organization where the use of resources forms an integral part of operation, emphasis is on minimizing benefit. This is to concept of efficiency that has gain tremendous application in recent times. In marketing activities, one of the most important areas where the concept of efficiency has become imperative is that of the marketing mix.

According to schemmie 1987 marketing mix is the combination of activities involving product, price, Distribution place and promotion that the firm undertaken in order to provide satisfaction to consumer in a given market. He stated further marketing mix is both operational activities as explained above management function; marketing mix is the set of decision cause involved in the management of marketing.

From the explanation above, it is not over statement to assess that the success or failure of any establishment that is involved in marketing activities largely depend on its ability to effectively and efficiently carry out those activities that is concern with marketing mix.

Firstly, the product quality in relation to price must be assessed in relation to the means of production that will bring efficiency.

Secondly, promotion methods must be carefully selected in relation to the distribution channel of the marketer. If promotion is carried out where production cannot be found, the cost of such exercise is wasted. The idea here is that when the marketing mix is efficiently carried out, it will optimize benefit to the organization, while inefficiently implemented marketing mix may spell a doom to the organization.

The organization under study was once domination soft drink marketer in the state before its product went out of circulation. Recently, the product resurfaced and became major challenges to the market leadership. This study has been put together to investigate how the problem of the company out marketed and how efficient the application or marketing mix could enable it to occupy a good states in the industry within the state.

1.2 Statement of Problem

The researcher has identified the following:

i. Lack of minimization of cost of production

ii. Poor product qualities

iii.  Lack of adequately studying the behaviour of buyers by managers.

iv. Inability of managers in directing distribution to the right customers, using means that would stimulate attention.

v. The price are also considered high.

The inability to understand these variable has posed problem to the understanding of efficiency in the activities of involving marketing mix.

1.3 Objectives OF the Study

In our modern competitive environment, the means of cost saving has attracted greater attention on organizational marketing activities. The use of improved technology is aimed at gaining both efficiency and quality in addition, several methods have been identified in which cost can be reduce while at the same time increasing benefits to the markets.

The objective of the study includes:

i. To find out how efficiency can be achieved through the product offering of the market

ii. To find how pricing of products is done by pepsi.