SBLC7012 Research Methodology Principles of Knowledge Creation

Running head: LITERATURE REVIEW PROPOSAL
A Study of Factors Affecting Marketing Effectiveness: A Case Study of Shell Nigeria
Name of the Student:
Name of the University:
Author’s Note:

1LITERATURE REVIEW PROPOSAL
Table of Contents
Component 1: Literature Evidence Review...............................................................................2
1.0 Introduction......................................................................................................................2
1.1 Background......................................................................................................................2
1.2 Purpose and problem statement.......................................................................................3
1.3 Significance of the research.............................................................................................4
2.0 Literature review..............................................................................................................5
2.1 Market (competition)...................................................................................................5
2.2 Operations (supply chain)............................................................................................7
2.3 Sales effectiveness.......................................................................................................8
2.4 Marketing effectiveness.............................................................................................10
3.0 Conclusion......................................................................................................................11
3.1 Implications for further research................................................................................11
3.2 Research questions.....................................................................................................12
3.3 Research objectives....................................................................................................12
3.4 Research framework...................................................................................................13
References................................................................................................................................15

2LITERATURE REVIEW PROPOSAL
Component 1: Literature Evidence Review
1.0 Introduction
Marketing is crucial for cascading the required information to the target customers and set
the individual business organizations part from the rest of the competitors in the market.
Increased number of similar business organizations has led to market saturation, as the
business organizations have similar products and services to offer the target audiences.
However, the factors affecting marketing differs based on countries and the target audiences
(Sargeant and MacQuillin 2016). Effective marketing is of utmost significance, as this
provides an opportunity for the business organizations to research, promote and promote the
products and service to the target audiences. In addition to, effective marketing strategy
allows the business organizations to create a unique image in the eye of the customers so that
the customers are drawn towards the business organization regardless of the existing
alternatives (Lovelock and Patterson 2015).
Marketing is a long-term process that is developed by considering the latest demand
and needs of the target customers. This is where marketing is different from selling, as selling
intended to earn profit and was a short-term process. The ability to fulfil the needs and
demands of the customers continuously makes marketing a long terms process and effective
marketing allows the customers to understand the reason why the marketed product is better
and different from the rest in the market (Huang and Sarigollu 2014).
1.1 Background
Nigeria is in West Africa and is regarded as “Giant of Africa” due to its largest
economy and population in the entire African continent. As of now, Nigeria is the 20th largest
economy in the world and has sufficient amount of natural resources specially hydrocarbons.
Nigeria is the 10th largest oil manufacturer in the global platform and the 3rd largest in the

3LITERATURE REVIEW PROPOSAL
African continent. 95% of the foreign exchange in Nigeria is accounted by the oil
productivity. Nigeria is a member of OPEC and its production of oil changes in respect to the
global oil supply. It is estimated that Nigeria oil reserves approximately 35.2 billion barrels
and the oil reserves are expected to arise by 40 million. The majority of the oil produced in
Nigeria comes from state of Benue, Anambra and Nigeria Delta. Nigeria has an estimated
600 oil fields, and 176 trillion proven natural gas resources (Konne 2014).
Shell Nigeria is the general name for Royal Dutch shell’s Nigerian functions that are
operated and performed through four subsidiaries primarily know as Shell petroleum
development company of Nigeria Limited. In this context, the royal Dutch shell joint
ventures financial records for over 21st of Nigeria entire production of petroleum from over
eighty fields. It one of the leading oil and gas industry which consistently remains as the
major investor within the West African country. It is one of the oldest energy organisation,
which has a long term and continuous commitment for the country, its customers and the
nations. However, Shell is an international group of petrochemical and energy Resources
Company with an average of almost 93,000 employees working across more than 70
countries in the worldwide boundaries.
1.2 Purpose and problem statement
The purpose of the study is to examine the factors that are influencing the effectiveness of
marketing in the organisation Shell Nigeria in the context and oil and gas productivity. The
problem in this context is that Nigeria has an abundant amount of oil reserves, which shows
that there are numerous companies working in this sector operating parallel with each other.
As a result, the competition in this industry and field is rapidly increasing which is creating
increasing problem for the marketing and production of the company (Aigboduwa and
Oisamoje 2013). Moreover, the factors such as operations of the supply chain of the
company may also influence the effective functioning of the marketing practices. Therefore,