THE IMPACT OF INFORMATION AND COMMUNICATION TECHNOLOGY ON MARKETING PERFORMANCE IN MANUFACTURING FIRMS: A CASE STUDY OF PORT LAND CEMENT, SAGAMU PLANT
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ABSTRACT
This study explores the impact of Information and Communication Technology (ICT) on marketing performance within the manufacturing sector, focusing on Portland Cement, Sagamu Plant, as a case study. The research is motivated by the increasing significance of ICT in enhancing operational efficiencies and competitiveness in modern business environments. The study adopts a descriptive research design to investigate the extent of ICT adoption, its effects on marketing metrics, and the challenges faced in implementation. The population of the study comprises employees and managers involved in marketing and ICT departments at Portland Cement, totaling approximately 150 individuals. A stratified random sampling technique will be employed to select a representative sample of 109 respondents. Data collection methods include structured questionnaires for primary data and existing records and literature for secondary data. Portland Cement has successfully integrated ICT into its marketing operations, with a high level of employee training and investment in ICT infrastructure. On Marketing Performance, ICT implementation has led to significant improvements in marketing efficiency, customer segmentation, data accuracy, sales revenue, and customer relationship management. Despite the positive impacts, challenges such as high implementation costs, employee resistance to change, and system integration issues exist. This study recommends Continued investment in employee training programs to ensure proficient use of ICT tools, Developing cost-effective strategies for ICT implementation and maintenance. Implementing comprehensive change management strategies to address employee resistance and foster a culture of ICT adoption. Explore seamless integration solutions for ICT systems to enhance operational efficiency.
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