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MARKETING OF MANAGEMENT CONSULTANCY SERVICES (A CASE STUDY OF IBRAHIM YUSUF AND CO/ASSOCIATES)
ABSTRACT
This study is primarily concerned with the phenomenon of marketing management consultancy services in the Nigerian consultancy companies, and a case study of IBRAHIM YUSUF & Co. and or Associates was undertaken with a view towards taking a critical analysis at how the company in the past has adopted specific marketing strategies. And how over the present period management has employed such marketing strategics in its overall marketing effort. In addition, the study is also concerned with how the company has over time, employed various marketing techniques to enhance its competitive position in the market, in view of the increasing rate of competition, sudden death of companies (users of their services), hard business times and Government policy in general. Furthermore, in the light of analysing how the company’s marketing techniques have evolved and development in the past and with respect to the present time, an attempt is made to see how management intends to go about its marketing techniques in the near and distant future. Further recommendations arc given as to how best it could venture to do this to its best advantage in terms of its varied marketing efforts. Consequently, an evaluation of the company’s marketing strategies is undertaken, and in the event a number of alternative marketing strategies are analysed and put forward to management, directed at enabling the firm to effectively and efficiently market its wide range of services. And in addition accomplish its set objective of expanding its market share, increase sales volume, cash flow and profitability in the long run. Subsequently, emphasis is shown on how IBRAHIM YUSUF & Co and or ASSOCIATES, Kaduna through its marketing techniques over time could contribute to the general improvement of marketing in Nigeria, particularly in consultancy business with respect to the general practice and process of marketing. With regard to tackling issues like inflation, scarcity, distressed banks, dwindling national income, collapse of basic infrastructures rising national debt, corruption, Niger Delta crises, sharia law, consumerism, environmentalism and recession, as significant challenges confronting marketing in Nigeria. Marketing is, in a real sense the bedrock of the enterprise system, and sound marketing strategics are virtually important to the economic health of business firms, and hence the nation and world. Due to the importance of marketing, it should be widely and thoroughly appreciated, but this is an onerous task. The Held is relatively dynamic and it is undergoing constant change in response to shift in socio-economic and political conditions. All of these makes marketing stimulating and exciting, but also challenging and perplexing. It is hoped that this study will meet its own challenge by contributing to a better understanding of marketing in consultancy and planning, formulation and implementation of marketing strategies, in Nigeria and the world at large.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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