An Appraisal of Strategic Marketing Planning and Organizational Performance: A Study of Dangote Cement in Kaduna State
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Background of the Study
Strategic marketing planning is essential for organizations seeking to align their marketing efforts with their long-term goals and achieve competitive advantages. By setting clear objectives, identifying target markets, and developing comprehensive strategies, companies can enhance their market positioning, improve customer satisfaction, and drive growth (Kotler & Keller, 2023). Effective strategic marketing planning has been linked to improved organizational performance, including better financial outcomes, increased market share, and higher customer retention.
Dangote Cement, one of Nigeria’s largest cement manufacturers, employs strategic marketing planning to maintain its leadership in the highly competitive cement industry. In Kaduna State, where construction and infrastructural development are growing, Dangote Cement’s marketing strategies are critical in sustaining its market position. This study aims to assess the role of strategic marketing planning in enhancing Dangote Cement’s organizational performance in Kaduna State.
Statement of the Problem
Despite the recognition of strategic marketing planning as a vital tool for business success, its direct influence on organizational performance in the Nigerian context remains inadequately studied. For Dangote Cement, understanding how its strategic marketing initiatives impact performance is crucial, especially in regional markets like Kaduna, where competition and consumer preferences are rapidly changing (Oluwaseyi & Musa, 2024). This study will investigate the relationship between Dangote Cement’s strategic marketing planning and its performance in Kaduna State.
Objectives of the Study
- To evaluate the impact of strategic marketing planning on Dangote Cement’s organizational performance in Kaduna State.
- To assess the alignment between Dangote Cement’s marketing strategies and its organizational goals in Kaduna State.
- To determine the relationship between strategic marketing planning and Dangote Cement’s market share in Kaduna State.
Research Questions
- How does strategic marketing planning impact Dangote Cement’s organizational performance in Kaduna State?
- To what extent are Dangote Cement’s marketing strategies aligned with its organizational goals in Kaduna State?
- What is the relationship between strategic marketing planning and Dangote Cement’s market share in Kaduna State?
Research Hypotheses
- Strategic marketing planning does not significantly impact Dangote Cement’s organizational performance in Kaduna State.
- There is a significant alignment between Dangote Cement’s marketing strategies and its organizational goals in Kaduna State.
- Strategic marketing planning significantly contributes to Dangote Cement’s market share in Kaduna State.
Scope and Limitations of the Study
This study focuses on Dangote Cement’s strategic marketing planning and its impact on organizational performance in Kaduna State. Limitations include potential challenges in obtaining data on the company’s internal marketing strategies and performance metrics.
Definitions of Terms
- Strategic Marketing Planning: The process of developing and implementing strategies that align marketing efforts with an organization’s goals and objectives.
- Organizational Performance: The measure of a company’s success in achieving its business objectives, typically assessed through metrics like profitability, market share, and growth.
- Market Share: The percentage of total sales within an industry that is held by a particular company.
