Marketing Planning And Control As Tools For growth Of A Firm In A Competitive Economy

ABSTRACT

This research work centered on marketing planning and control as a control for growth and survival of a firm. Seven-up bolting company Aba plant as used as case study. The major problem that led the researcher in this area of study is the issue behind unpredictable environmental changes which impose great threat to marketing planning and control with the objective to find out how firms can improve their planning strategy and allow effective control measure in order to achieve organizational growth. A survey research method was adopted with a sample size of 75 drawn from total population of the company mention above. Chi-square tool was used for testing three (3) hypotheses in which The researcher found out that the application of marketing planning and control facilitates the growth of firm, and recommended that firms should improve in their marketing planning strategy with adequate attention to custom's satisfaction and allow effective control measure w1th alternative plans provided for any likely changes in the environment.