The Effect Of Market Segmentation And Positioning On Company Performance

THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE  (A CASE STUDY OF SELECTED TEXTBOOK PUBLISHING COMPANIES IN OWERRI)

ABSTRACT

          This study is a research into The Effect of Market Segmentation and Positioning on Company Performance in Selected Textbook Publishing firms in Owerri.

          The study seeks to find out how market segmentation and product positioning helps the firms in achieving greater part of it’s sales objectives.

          In an attempt to carry out the study effectively, a total sample of seven firms were judgementally selected.

          This sample random sampling technique and the chi-square statistical tools was used for this study:-

i)                   From the analysis of the data, it was deduced that the selected firms consider the application of market segmentation and positioning as very important part of firm’s sales objectives.

ii)                The selected firms also use product positioning to achieve their aims.

iii)              The firms marketing operations are regionally structured.   However, it was noted that the firms is selling to all the academic field.

Finally, the following suggestions were seen:

a)                 There should be adequate provision of funds.

b)                The firms should engage more in market research and survey; the organizations should put in more effort to train their sales executives.

c)                  They should improve on advertising and other sales promotional mix.

d)                Lastly, the issue of transportation and distributional facilities should be improved.

TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Acknowledgment

Abstract

Table of Contents

CHAPTER ONE:         INTRODUCTION

1.1            Background of Study

1.2            Statement of Problem

1.3            Purpose of the Study

1.4            Research Question

1.5            Statement of Hypothesis

1.6            Significance of the Study

1.7            Scope of the Study

1.8            Definition of Terms.

CHAPTER TWO:        LITERATURE REVIEW

2.1            Meaning and Scope of Segmentation and Positioning

2.2            Bases for Segmentation and Positioning

2.3            Criteria for Segmentation 

2.4            Attributes used to Select Target Segments

2.5            Why Segmenting Market 

2.6            Types of Market Segments

2.7            Factors Influencing Segmentation

2.8            Qualifies of a Market Segmentation

2.9            Tactical Application.

CHAPTER THREE:        RESEARCH METHODOLOGY

3.1            Introduction

3.2            Research Design

3.3            Methods of Data Collection

3.4            Sample Plan

3.5            Data Analysis Techniques

3.6            Limitations of the Study

4.1            CHAPTER FOUR:      ANALYSIS OF DATA

4.2            Data presentation and Analysis

4.3            Discussion and Finding

CHAPTER FIVE:        SUMMARY, CONCLUSION AND RECOMMENDATION

5.1            Summary of Findings

5.2            Conclusion

5.3            Recommendation

Bibliography

Questionnaire

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

          The subject matter of market segmentation is the dissagregation of the population into separate groups or subgroups.  It is time that many cricisms of marketing are prompted by misunderstanding and/or miss-application of the marketing concept. Usually, the mistaken marketing concept is inertly interpreted as “Give the customer what he wants which in many cases, is a sure road to ruin.

          In reality, the marketing concept advice that we should establish users or buyers needs and determine if, how and to what extent it may be possible to satisfy these given ones existing and potential resources to the mutual bandit both parties to the exchange.

          Clearly, the real marketing concept requires the marketer to steer a careful course between, regarding every individual as a discurece marketing opportunity.  From consumers and organizational buying behaviour, it is apparent that one can either disaggregate a population into separate groups ore sub-groups of population through the use of a variety of distinguishing distinctive features which must be passed by those within the group but the at same time, are absent from those excluded from it.

          In marketing this process is known as “Marketing segmentation”.  Marketing segmentation could also be a process of dividing a total market into groups consisting of people who have relatively similar product made.   The