THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE

(A CASE STUDY OF SELECTED TEXTBOOK PUBLISHING COMPANIES IN OWERRI)

By

MADUMERE CHIDI CATHERINE

Presented To

Department of Marketing

    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 judgmentally 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.

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