An assessment of companies’ perception and response to changes in the marketing environment - a case study of Local Textile Companies”
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Date
2003-11-28
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Abstract
In this project the perception and response of some local textile companies to the changing nature of their marketing environment was assessed to find out whether it could also contribute to the collapse of those local textile companies in the industry.
In the light of the reported challenges in the marketing environment, companies’ attitude to the nature of the marketing environment, the importance attached to the study of their environment and the types of response made, were the major issues discussed in the research.
From the findings it was observed that the marketing environment of the textile companies in Ghana was rapidly changing and the local companies needed to be encouraged to change as well. The ability of the textile companies to respond effectively to these changes in the environment was impeded by companies’ ability to effect structural and technological changes, attitude to change, and the improper introduction and implementation of the trade liberalization system in Ghana
It was also found out that a company’s perception of the nature of the environment and the available resources of that company played a primary role in the company’s determination to study its marketing environment.
Local companies therefore need to be adequately trained to assess their marketing environment for opportunities and threats.
Description
A thesis submitted to the Department of Economics and Industrial Management, College of Arts and Social Sciences,
Kwame Nkrumah University of Science and Technology in partial
fulfilment of the requirements for the award of Master of Arts in Industrial Management degree, 2003