THE ROLE OF PLANNING AND FORECASTING IN BUSINESS ORGANIZATION

(A CASE STUDY OF EASTERN SHOP NIGERIA LIMITED OGUI ENUGU, ENUGU STATE)   .

 

 

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ABSTRACT

 

The role of planning and forecasting in business organization is a topic chosen from the business administration and management field.

The research was conducted mainly to examine the positive and negatives effects of not making good use of planning and forecasting in the business administration of an organization. For effective research on this topic THE ROLE OF PLANNING AND FORECASTING IN BUSINESS ORGANIZATION. Both primary and secondary data were used to elicit information from sample studied, the primary source of data were response form the personal interview which secondary source form textbook on business management and administration and periodicals.

Twenty-five people were interviewed as the sample of the staff and management of EASTERN SHOP NIGERIA LTD.

The data analysis was based on oral interview I had with the staff of Eastern Shop (twenty five) the major finding as follows.

• The planning and Forecasting is aids to correct mismanagement in business organization.
• And the planning and forecasting gives go ahead over to any individual organization that is going into business to make judicious use of forecasting and planning as a way of success in any business.
• Poor Forecasting attitude and inadequate planning
• Poor Integration of Forecasting and planning in running of business.

 

 

TABLE OF CONTENT

CHAPTER ONE

1.1     Introduction

1.2     Background of the Subject Matter

1.3     Problem Associated with the Subject Matter

1.4     The Problem the Study will be concerned with

1.5     The Importance of Study

1.6     Definition of Importance Term

• Reference

 

CHAPTER TWO:         LITERATURE REVIEW

2.1     The Origin of the Subject Matter

2.2     Schools of Thought Within the Subject Area

• The schools of Thought Relevant to
• The Subject Matter

2.5     Difference Methods of Studying the Problem

2.6     Summary

2.7     Reference

 

CHAPTER THREE:              CONCLUSION

3.1   Data Presentation

3.2     Analysis of the Data

3.3     Recommendation

3.4     Conclusions

3.5     References

 

 

 

CHAPTER ONE

 

1.1     INTRODUCTION

Andreas Faludi states that “Planning and Forecasting is the Queen Mother function of management (organization) and that if planning and forecasting fail what/who will you direct, control, budget, staff, co-ordinate or organize rather than failure and shame”. Again he state of tension resulting from observing unexpected events. (Toulinin,1960).

Planning and Forecasting present efforts to reduce surprise caused by such events by giving practicable accounts of how they come about.”

 

WHAT IS PLANNING AND FORECASTING?

Forecasting is preparing of an organizational future objectives and its current material and personnel inventory, the general or departmental manager makes an estimate of the current material and human resources that will be able to do in the future and how many more human and material resources the organization must hire to meet its goals (Needle 1999:178).

Any business organization without element of forecasting in like driving a car blind- folded and being directed by a man looking out through the back window. Furthermore, forecasting is prediction; it is an effort by enterprises to know what the future holds for it. Henry Fayol speaks of prevalence as the essence of management.

According to Fayol “this looking ahead include both assessing the future and making provision for it.

Modern business management has become a complex activity and so there is the need for adequate forecasting, the need for adequate forecasting is apparent from the hey role it plays in planning Koontz et al stated that “as influence in plans of the entire environment outside the enterprises has come to be increasingly recognizes forecasting of the environment has risen in importance”.

The role of forecasting in business organization is so important that it must be adapted by managers. The making of forecasting and their review by manager compel thinking ahead looking to the future and providing for it. Also, the very act of forecasting may disclose areas where necessary control is lacking.

PLANNING:

Andreas Faludi state “Man’s understanding of this world and his ability to act in it depends on his constructing an imaginary in his own mind this applies equally well to the planner’s understanding of himself and his appreciation”. Planning in its simplest meaning is the determination of anything in advance of action. Planning is defined by Koontz O. Donneil as, “deciding in advance what to do who is to do it, when to do it and why it should be done”.

Planning bridges the gap from where we are to where we want to go planning can also be defined as “ a predetermined cause of action that helps to provide purpose and direction for members of an enterprise.

In designing an environment for effective performance of individual working together in groups, the most essential task is to see that purpose and objective and methods of attaining them are clearly understood. Planning is the first function of a manager. It is necessary if anything or activities is to reach the denied goal. Through planning a manager can approach pre-determined objective rationally. All the work of an executive whether he know it or not, is some way connected with the unfolding of a plan. In identifying the role of planning in business organization, Koontz et al State that, “we are in an economic technological social and political era in which planning like other function of managers has become requisite for enterprise survival”.

Planning is unique in that it established the objective necessary for all group efforts.

Planning and Forecasting are important tools of company management and decision- making as they assist in the appraisal of investment project in the analysis measurement and improvement of current marketing strategy and manpower planning and in the identification and development of new products and new market further they promote and facilitate the proper functioning of the many aspects of company’s activities.

Planning and Forecasting are compliment in that for a good result both go together they could be regarded as independent parts that make a specified whole writing also in the concept, Koontz O’ Donneil states that forecasting especially where participated throughout the organization may help to unify and co-ordinate plans. By focusing attention on the future, it assists in bringing a singleness of purpose to planning”.

 

 

1.2     BACKGROUND OF THE SUBJECT MATTER

The popular super market called Eastern Shop was established in May 28, 1960 almost five (5) Months after the independence of this country, this took place at Ogui Road Enugu then Anambra State now Enugu State which is formerly known as the headquarters of Eastern Nigeria.

The supermarket is situated opposite Nnamdi Azikiwe Stadium and around it were other big shops like Bubble’s, ABC Transport etc. the amazing thing concerns this shop is that the manager or the sole proprietor is a family man that had engage in other business and finally settle in opening a big supermarket. He entered into the business with little or no experience in the field of supermarket business.

Originally the name of managing director of the supermarket is Chief M.O. Okoli, Ozo Zulu Agulu 1 of Agulu in Aniocha Local Government Area of (old and new) Anambra State. He is one of the pioneer members of Enugu State association of supermarket this was to enable him to curb some of the problems that he is passing and planning in business. The supermarket has other branches in Lagos, and Onitsha. In the establishment, he employed general operation manager (GOM) who sees to the running of the business. The company also has shop manager who direct the affairs of cashier, store manager and restaurant department and report to the GOM. Eastern shop is made up of five (5) departments/ units.

• Accounting department
• Cashier   department
• Store department
• Restaurant department
• Cold room department

Eastern shop deals mostly on consumer’s goods like cosmetics, wears, candy foods, baby wears and toys. The problem of proper planning and forecasting is among the major problem that limits the more expansion of the business these can be clearly seen from an adage that says “ that business is full of risks”.

Besides, the researchers were able to note the sum of N500 Naira was used as initial capital of the business and today the property of the business is on millions and it have more than twenty people as employees, this simply means that it is no longer small- scale business as the law required. But as a result of inadequate application role of good understanding in the techniques of forecasting and planning integration in business; he cannot make good pricing quality and quantity of product sales.

 

 

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FACTORS MILITATING AGAINST HUMAN RESOURCES DEVELOPMENT.

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THE IMPACT OF ORGANIZATION AND METHOD ON OFFICE MANAGEMENT” CASE STUDY OF YOUR OFFICE.

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CHAPTER ONE

1.1 INTRODUCTION

Organization and methods was originated through the efforts of the pioneers of scientific management such as Taylor and Gilbert whose work influenced. The early approaches and establishment of the function in so many organization.

Organization and methods is simply the used of work study techniques to the structure and procedures of an organization in order to improve the efficiency of an organization.

Organization and methods has transformed into a very valuable component of an organization. In fact it become a specialized field with career prospects, especially for our teaming unemployment. It provide opportunities that are both challenging and satisfying to the average intellectual employee to prove his with in improving and processes.

The British standard 3188.1001 defines organization and methods as the systematic examination of activities in order to improve the effective use of human and other material resource.

According to Harzel (2001) defines organization and methods “is the application of work study techniques to the structure and procedures of an organization in order to improve the efficiency of an organization system.

Briscoe (1992) defined organization and methods “as a specialist function which has a primary objective of improving efficiency and control in organizations. It is thus seen as an essential function that should be part of the make u of any organization. Organization and method and it associated techniques can be seen to form the basis of business process re-engineering and business process improvement.

 

 

1.1 BACKGROUND OF THE STUDY
The must important reason of introducing organization and method is to improve administrative procedure and clerical practice in the office. Therefore its equally important to be familiar with the definition of office: –

Office can be deafen as a work area for handling information or process equipment.

Office can also be seen as a place of work on the other hand it has been seen as a place where business activities are carried out. In which ever way an office is defined, it is to be noted that the world of work bring about the existence of office.

Office does not derives it meaning from the size of any room where clerical functions are being carried out. On the other hand, it has no reference to size or nature of activities that are taking place in any Organization. For example; the room where lecturer attend to his student is called an office also, the room where the president of the federal Republic of Nigeria carried out is constitutional duties is also called an office.

Office management
This could be regarded as an act of putting into systematic relationship those elements and activities essential to the satisfaction of an office purpose.

In a nutshell Organization and the method is simple the w ay and manner organizational activities is put in the right and most orderly manner. On the other hand is a process of coordinating organizational structure and procedures in the most perfect way.

 

 

1.2 STATEMENT OF PROBLEM
When the employees of an Organization are not fully equipped with knowledge of organization and methods the way and manner in which office should be kept in the most desired order might be a problem. This could result to loss of documentation and even low employees performance.

 

The question therefore asked is, is it the poor knowledge of organization and methods that lead to poor employees performance and improper documentation in Kaduna north local government are? At the same time does it mean if, every officer in Kaduna north Local Government is fully developed with the knowledge of organization and methods it will lead to help employees performance and proper documentation. This is actually an issue of investigation.

 

If the knowledge of organization and method is not provided there would be contribution cost of document and low performance. This research is therefore undertaken to monitor the level of the knowledge of organization and method and it relevance…

 

 

Continue reading THE IMPACT OF ORGANIZATION AND METHOD ON OFFICE MANAGEMENT” CASE STUDY OF YOUR OFFICE. →

URBANIZATION A PROBLEM TO FOOD PRODUCTION AND AGRICULTURAL DEVELOPMENT.  A CASE STUDY OF ENUGU STATE.

 

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TABLE OF CONTENT

CHAPTER ONE:         INTRODUCTION

1. 1. Background of Study
   2. Statement of Problem
   3. Objective of Study
   4. Scope of Study
   5. Significant of Study
   6. Research Question

CHAPTER TWO

1. 1. Literature Review
   2. Agriculture Products Distribution Markets
   3. The Signs of Agriculture Backwardness
   4. Price of  Food Crisis in our markets
   5. Urbanization And Food Supply Easis

CHAPTER TWO

1. Research Methodology

3.1     Research Design

1. 1. Area of Study
   2. Population of Study
   3. Sample and Sampling Technique
   4. Instrument for data Collection
   5. Valuation of Research Instrument
   6. Sources of data Collection
   7. Method of Data Collection
   8. Method of data analysis

 

CHAPTER FOUR

1. Results, Analysis and presentation of data

4.1     Table of facilitators

1. 1. Table (A) Questionnaire number Distributed
   2. Table A/ Participants
   3. Table (B) Questionnaires distributed and returned from participants.
   4. Table (C) Analysis of age brackets of participant group.
   5. Table (D) Qualification of Interest Groups
   6. Table (E) Responses of respondents Opion on Causes and spread of Urbanization.
   7. Table (F) Causes effect to Food production and Agricultural development
   8. Table (G) Testing the level of awareness.
   9. Table (H) Testing level of Participation.
   10. Testing of Hypothesis.

 

CHAPTER FIVE

1. Introduction

5.1     Discussion of findings

1. 1. Causes effects of urbanization
   2. Effects Urbanization to food Production man and his environment
   3. The Failure of Agricultural sectors
   4. Recommendation and Conclusion.

                                                

   ABSTRACT

In this research on Urbanization – A problem to Food Production and Agricultural development in Enugu State, effort were made to address issues that are related to the problems, cause, effects, challenges, practice and solutions to the future management as it Concerns man and his environment and his economic system, health security as well as food through agriculture and its related sectors.
However, urbanization has been the problem of the world today especially in Enugu State it has taken its stand through the regional development which was enhanced by Evolution of Industrial Technologies, coupled with migration population movement of the people, which contributed grossly to the problem facing food and Agriculture in the state. These has been found as the major causes of food scarcity, disease, hunger and other related environmental hazards across the state.

Furthermore, there is need for an legend attention to be given as to arrest its havoc and by may doing.  Create a good system of equitable redistribution of technological method to agricultural sector, and provide funding to all the sectors.  And to check mate the raising hazard which Urbanization Constitutes in our environment today.

CHAPTER ONE

INTRODUCTION

1. 1. BACKGROUND OF STUDY:

In this study, we are focusing on two major issues, which are closely related to one aspect of development that has posed a great threat to the other and can easily engulf it.  If adequate attention is not given to arrest and manage each problem as it concerns the other.
In this topic, the problem here rests on urbanization-a PROBLEM TO FOOD PRODUCTION AND AGRICULTURAL DEVELOPMENT IN ENUGU STATE.
In definition, the word Urbanization are derived from the former word urban, which were mainly known as a place where different people with different interest from other parts of the services in Country or state exchange goods and services in Common, with higher concentration of people dwelling in such place for their enormous activities.  The latter Urbanization is based on the larger development of certain environment in our society, for example, State, Local Towns and Villages by higher Concentration of people and infrastructures, such as high network roads, school, markets Churches, hospitals offices, Industries, railways and airports factories communication outfits, as well as dwelling places, which were enhanced by evolution of industrial technologies.
While the other food production and Agricultural Development were based on natural resources.
Surrounding Our environment, for example, rich fertile Soil, Plants crops, animals of all kind and other minerals that system the people in their given environment.

However it has been a problem based on inability to produce enough food materials and to the sustainability of its growth and development in our Society as enough consideration has not been given to our natural and physical resources another agricultural sector.
Today, due to high rate of Urbanization in Enugu State and its environs, most natural and physical elements that promote good health and agricultural – occupational development of the economic well being of the people are easily neglected to Urbanization and its socio-politics-economic pursuits.

In recent past as the activities of trade merchants increased in certain towns, such places were placed to be the seat of authority, so as to maintain law and order and to regulate rules, which will guide the people, especially for collection of taxes in such areas.
Basically, the advent of technology which come to stay completed more people to focus on new ideas of sustaining a living, and people also began to develop by increasing mental knowledge, thereby Greating more easy going jobs.

In any way, this did not go down well especially in Enugu State, because of lack of equal redistribution of technological ideas to different sectors, of the people.
Even through among the institutions of higher learning, in the state, eg. Institute of management and technology (I.M.T) Enugu, University of Science and Technology (ESUT) Enugu, University of Nigeria Nsukka etc.

In these mentioned institutions there are faculties of Agricultural Science and Engineering, where brilliant students of this state are produced every year for agricultural practices, these brilliant students have been neglected and due to lack of motivation and support, some have gone beyond teaching and joined the train of get-rich-quick syndrome, as a result of failure to redistribute equally the dividends of technology to agriculture for growth and production development.

In fact, more reasons than earlier said brought in this problem on food production and agricultural backwardness in the state, to mention but a few, lack of manpower  resources, poor plaint and none recognition of the importance of agriculture by the authority in power.

Even the existing places for food and agricultural produce were exposed to environment disasters and insecurity to timber merchants,  through bush burring and deforestation and uncontrolled  erosion took another stage .Rating does into so man heaters of farm lands. Although in Recent past ,there had been a programmes unrich in every state of the awareness on agriculture of all sector.
For instance, the operation  Feed Nation were introduced and luched on every state of the Federation on September 1979, by the then Head of States  Gen. Olusegen Obasenjo.

The queen revolution also were introduced followed by Operation feed yourselves.  However the activities of this  said programes did not in any way created any impact on food production and Agricultural development in the state because it either ended up on radio broadcast, news papers head lines reports and television broadcast  news, why because it did not touch ground.
Infact, it lacked mobilization, motivation, and direction of any aspect.  There were no infrastructure mapped out in place to mutate these ideas being carried out to reach the  people in their different local  localities.

Most of the existing farms were only regional farms under Enugu State Agricultural development projects.  Created then by Federal government during the last boad on agriculture sector of economy in early 70’s.

These farms were located at Uzouwani Adani (Farm settlement site) Amagunze in Nkanu and Nenwe farm site, respectively.
These farms were located to take care of food production in the eastern part of the country were not adequately equipped to meet the rising demand and supply of food and some agricultural produce.
Migration and political instability has turned these farms into individual efforts on production and subsistensive farming took the role moreover, owing to urbanization and civilization migration of young ones to major cities brought a change into the number one economic foundation of the state and the nation as well.

Going through the state of 14 local government Areas with a teaming population of 2, 124, 974 as at 1991, with a projection number of 2,381, 113 persons as at 2004 population census, a total number in different occupation shows a collective number of 70,567,097 in 5 identified occupations, (U) professional technical and related workers, Administrative and managerial workers.  Clerical and related worker, sales workers transport equipment’s operators and labourers, as well as agricultural, animal husbandry, forestry workers, fishermen, and hunters and other Occupations that cannot be adequately defined Investigation through research shows a  very low rate of peoples participation in Agriculture and its related sectors.

An admiring law rate of about 8, 821,87 number of participants given to Enugu state Agricultural and other related workers.  This state of down wardness is a problem and challenges today given to the rising rate of food scarcity, which brought in hunger, disease, hunger malnutrition, death among the learning population of the citizens of Enugu State organ and their quest dwellers.

The State food Supply have decreased to a point where for and other Agricultural produce commodities are being supplied by other states like, Ebonyi state and parts of Northern, states local markets, in different towns and Communities little r nothing to deliver to the state urban markets due to the diminishing factors of production like, initial capital support of man power, equipment’s, as they still practice traditional method of farming, all this accounts, to   urbanization, which geared every young and old, their educated  and the uneducated either migrate to the bigger cities in pursuit of these activities that was brought in by urbanization and its socio-politico-economic drive, which today has dominated the entire race.
Today a lot of families can hardly afford three square means, owing to high cost of food.

Even with minimum wages paid to civil servant both in the state and federal has no value in our markets due to high cost of food commodities, why, because those who doesn’t participant at all in Agriculture are greater in number, and even the remaining Agricultural workers are mainly the very aging one lets in some rural areas.

In most cases, the younger age of about 5-9 years in some rural areas were exposed to child labour and exploitation by their poor parents of mostly widows while the ages bracket of 15-39 and 40 to 50 are either engaging in other  artisan jobs are trading, so as to meet up with the demanding rate of hand living.
Those that keeps the courage to participate fully as farmers are only to be dies courage owing to high cost of  labour and poor output, because of their crude method and lack of manpower, thereby giving a low output of agricultural and food production, for the circulation of the populace in Enugu State.
This have become a dilemma of a people of rich agricultural heritage owing to urbanization and its trends of development in Enugu.

1. 1. STATEMENT OF PROBLEM

Enugu State has come a long way in area of urbanization.  She has witnessed urbanization ever before and after the Nigeria a independence in 1960.
Enugu State was the seat and the capital of then eastern Nigeria-province, from where other five states created, viz Imo and early Anambra State in 1976 by the then head of states Gen. Murtala Mohamed. Followed with the creation of Akwa-Ibo State in the year 1981, and yet another State Anambra State.

The emergence of Enugu as a capital state resulted from another creation of Ebonyi state in 1996 by Gen. SANI ABACHA.
Research indicated that from the on set Enugu being the capital of the Eastern region has been highly urbanized, due to regional development allocations which spread in different areas of Enugu and its local government areas.  E.g. railway Station higher Institution of learning e.g, University of Nigeria-Nsukka, Campus, Enugu campus, National Television Authority, (N.T.A) Nigeria Air Ways Authority (NAW) Nigeria Tele Communication Ltd (NITEL) FRCN Federal Cooperation of Nigeria, Coal mining Enugu and other environmental developments, which has affiliates in almost every Geo-political Zones of the State.

The forces of developments brought in the spread of urbanization to Enugu State and its environs with wide spread of salute towns that harbour the teaming population of people dwelling in the different localities as well those who migrate to into the state from different states, towns across the eastern part of the country.

Notably, Enugu state in recent past, have been the happening place across the Niger where everyone comes around for a greener pasture.  I has been a place to pick up a golden egg.  Little did those who were coming in from other states contribute Agricultural, as they were all participating in other related occupation, enhanced by industrial been   notable and its complex induced incentives, which threw a great challenge to agriculture and food production, and because adequate attention and recognition were not given to this aspect of development in time, urbanization which was influenced by complex innovation in technology caused a serious loss of focus to agricultural sector in Enugu state.

And as such the people of the state from different localities began to abandon even their little farmlands and joined the chase on socio-politico and techno induced economic activities around their own given environment.

1. 1. OBJECTIVE OF THE STUDY
2. To ascertain agricultural and food production growth and development strategies in Enugu State.
3. To evaluate the implementation of equal technological distribution plan towards the developing of agricultural sector
4. To enhance equal and good environment planning on every aspect of development in Enugu State
5.  To create awareness of food scarcity and strategies for ensuring food security of the State.
6. To encourage the people of the state and the Government top invest more on Agriculture.

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EFFICIENT CORPORATE IMAGE MANAGEMENT AS A STRATEGY FOR ENHANCING PROFITABILITY

 

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ABSTRACT

Business organizations in Nigeria have failed to realize the role a good corporate image policy has in business dealings. This is probably because they do not understand the concept of corporate image and the necessary tools for promoting them. Corporate image, in fact goes beyond attractive products or rending quality service, advertising paying good salary and so on. It pervades every aspect of a business concern from the least worker’s personality to the dealing within the organization and with the larger society. In the face of the dynamics of our society, especially in the business world, brought about by technology, companies are faced with stiff competition that maintaining a competitive edge requires aggressive strategies. One of such strategies as efficient corporate image management and promotion.

The focus of this research work was to determine the strategies that could be employed to build and promote corporate image efficiently and enhance profit margins of an organization. A case study of Phinomar Nigeria Limited, Ngwo  was therefore undertaken.

The findings revealed that:

1. Phinomar Nigeria Limited has a laid down corporate image policy though not effectively managed.
2. Strategies employed to promote corporate image are limited.
3. Response to Phinomar products is fairly high, hence it can be said to be profitable.
4. Employee welfare and work environment need improvement.
5. Phinomar needs to increase the scope of its social responsibility.
6. Phinomar needs a well-managed corporate image, which should be reviewed periodically for improvement.
7. Customers’ response to Phinomar product is high.
8. Communication among workers in Phinomar Nigeria Limited is not adequate.
9. Phinomar Nigeria Limited lays emphasis on public relations.

LIST OF TABLES

 

1.       Return of questionnaires

2.       Determination of the qualities Phinomar possesses.

3.       Determination of strategies Phinomar adopts to communicate its products.

4.       Summary of tables on Phinomar corporate image records

5.       Customers response to Phinomar products.

6.       Computed theoretical frequencies in respect of customers response to Phinomar product

7.       Communication with Phinomar

8.       Computed theoretical frequencies in respect of communication within Phinomar

9        The emphasis laid on public relations by business organization in Nigeria.

10.     Computed theoretical frequencies in respect of the emphasis laid on public relations by business organization in Nigeria.

TABLE OF CONTENTS

 

CHAPTER ONE – INTRODUCTION

1.1            Background of the study

1.2            Statement of the study

1.3            Purpose of the study

1.4            Scope of the study

1.5            Research question

1.6            Research Hypothesis

1.7            Significance of the study

1.8            Limitations of the study

1.9            Definition of terms

References

CHAPTER TWO – REVIEW OF RELATED LITERATURE

2.1            Meaning and history of corporate image management

2.2            Different views and opinions about corporate image management and organizational profitability

2.3            Different approach to corporate image management

2.4            Corporate image management at Phinomar Nig. Ltd.

References

CHAPTER THREE – RESEARCH DESIGN AND METHODOLOGY

3.1            Research design

3.2            Area of the study

3.3            Population of the study

3.4            Sample and sampling procedure/ technique

3.5            Instrument for data collection

3.6            Validity of the instrument

3.7            Reliability of the instrument

3.8            Methods of data collection

3.9            Method of data analyses

CHAPTER FOUR – DATA PRESENTATION AND ANALYSIS

4.1            Presentation and analysis of data

4.2            Testing of Hypothesis

4.3            Summary of Results

CHAPTER FIVE – DISCUSSION, RECOMMENDATION AND

CONCLUSIONS

5.1            Discussion of result findings

5.2            Conclusions

5.3            Implications of the research findings

5.4            Recommendations

5.5            Suggestions for further research

Bibliography

CHAPTER ONE

1.0            INTRODUCTION

1.1     BACKGROUND OF THE STUDY

“A company’s product as such is no longer the chief media projecting its image”. What counts more today is the public postures of management. Its concern for consumer welfare and its visible response to imperative social and economic needs. In short, management must concern itself as much with protection as it does with profit” (Harold. H. Margins).

Every aspect of business and industry is undergoing rapid change in terms of philosophy and technology and there is more rapidly changing function of corporate management to   public attitudes and reactions. In the same vein, the corporate image of any organization has to be steered to change to correspond in response to the demands of its ever –changing business publics and environment. Making good product, marketing them aggressively, paying fair wages to the employees, and even paying taxes etc. is not just enough to maintain a competitive edge. The  are now economic and social responsibility that faces every business.

Perhaps, it would be necessary to ask; Is there any need to engage in corporate image promotion? Does promotion  have effect on the returns of an organization? Are there right and wrong ways to project a corporate image? What is the place of employee motivation, communication, customer relations, social responsibility etc. in the whole role of image promotion programme?

Margins H. Harold (1979. 7) stated, “Mass merchandising, new method of advertising, increased competition, and government regulations have brought corporate reputations into public view and cause executives to seek more favourable reactions.” However, many hardheaded business men do have an uneasy feeling that promoting the corporate image is little more than a perceived gesture of public goodwill.

The critical importance of corporate image becomes apparent when consumers protest provokes from large organizations series or explanations and apologies for the faults they are accused of. Companies must therefore give its public the same order of priority it gives to finance, marketing and research in the table of rapid, social and technological change. Otherwise, it cannot expect to command public respect and support in the market place.

To live and grow, to command respect and regard, the corporate image must be more than a product of public relations. Therefore corporate image promotion should not left in the hands of the public relations men, but should be the responsibility of top management and indeed every member of staff. This implies that the image programme should be part of the over all-planning for the company’s future. No matter how impressive a firm’s achievements are, they must be properly presented in the public for them to be acknowledged. Thus corporate planning is an integral part of policy decisions. For some companies,  image programmes is part of board planning for greater sales and profits. This is one the fundamental objectives of management and all its activities will be programmed to that end.

Aaker, A.A. Myers, J.G (1975. 138) Stated that, “It is not an exaggeration to say that a good image is fundamental to the existence of any business enterprise. The concept of image is often considered to be an important determinant of long-term sales and profits. Therefore it is reasonable to consider the use of image as an objective, not only for an advertising programme but for marketing programme and an organization as a whole”.

When a new product is introduced in the market a respected corporate name often benefits from the unknown product. People are more likely to buy a new product if they know and like its manufacturer. Furthermore, the quality image of a company’s product may have considerable influence on the kind of new product the company can market successfully.

Scholes, K and Klem, M. (1987. 85) see the image of a company as resources. They identified four types of resources available to companies which are: physical resources, human resources, system resources and intangible resources. Explaining the intangibles, Scholes and Klem observed that “Many organizations have significant strength in intangible assets such as; image or brand –name. The value of intangible resource should not be under rated. Infact in many service companies, these intangibles can be the key asset of the company. Potential purchases are often willing to pay substantial sums of money for this “goodwill” underlining their real value.

Finally, in order to gain the support of its publics, the corporate image must show that management is progressing, mobile, open to innovation, fair to all and free of dogma and convention. Creating and promoting a corporate personality efficiently is mainly communicating company’s objectives, beliefs, reputation and achievements to its publics in order to gain their goodwill.

1.2     STATEMENT OF THE STUDY

Adequate emphasis have not been laid by firms in terms of promoting a favourable corporate image and this attitude has affected their performance in the market, more so in the face of the prevailing stiff competition among firms.

The environment in which businesses operate is in constant change and it constitutes an important factor in that, it affects management decisions and actions. For any business, two types of environment exist. The operating environment, which may be classified with external and internal. External environment Comprises economic, social, political cultural, government, technological, while internal forces comprises the top management employees, task forces; and the public environment which is made up of the firms several public.

For an organization to remain in business it has to  help to shape its environment because of the rapid change that the organization’s operating environment undergoes

Apart from the influence of the environment, the image of the firm is another factor that requires consideration. The type of image which an organization projects is an important determinant of its long run existence and performance. There are strategies that have to be developed and adapted creatively to achieve organizational goals.

From management’s point of view , without a good image, an organization is not guaranteed of long life, the profit objective of the organization will not be achieved, the market share will be affected resulting to decreased sales volume, there will be employee dissatisfaction; co-ordination of work will be compressible and thereby the organization will collapse.

The correction of the above management problems requires the application of the management’s functions of planning, which involves selecting objectives and formulating strategies, policies, programmes and procedures to achieve organizational goals.

1.3     PURPOSE OF THE STUDY

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