Corporate transformation as an enhancement of the marketing function An analysis of the Recovery Strategies in the Sports Industry with special interest to FUFA
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Date
2006-08
Authors
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Publisher
KIU. College of Economics and Management
Abstract
Today the most intriguing issue affecting Business in Uganda and Africa as
a whole is poor management which has led most their businesses their death
beds. And after going into such a crisis most of them throw the blame to their
marketing unit for failure to competitively market sell their business output, of
particular concern to this study is the intriguing situation in federation of Uganda
Football Association (FUFA) which has led the Federation into the hands of
greedy Administrators as they continue to worsen the crisis situation for the
whole football fraternity.
In context to this crisis situation, this study entitled the CORPORATE
transformation as an enhancement to the marketing
function: An Analysis of the recovery strategies with special reference to
fUI~4, addresses a practical business problem “Corporate Turnaround.” It offers
practical guidelines for achieving industry Transformation, It purports to offer
realistic plans for reframing corporate direction, restructuring the industry,
revitalizing and renewing the enterprise and creating new markets.
This study was driven by three objectives: Develop a theoretical
framework in which we can be able to understand the relationship between
corporate transformation and the market function, assess and analyse factors
within the organization that may have an influence on the corporations
transformation especially as related to the marketing function and provide
practically applicable solution that can be used to overcome possible hurdles
during the transformation. To achieve these objectives, the researcher sample
30 football personnel at FUFA house. In fact, the related findings to these
objectives form the gist for proposed corporate transformation.
In an effort to analyse the recovery strategies, the researcher employed
an interview questionnaire. Informal interview schedules were also employed to
supplement the questionnaire. The collected data is presented in cross tabular
and descriptive forms and analysed statistically in order to decipher the findings.
Description
A dissertation submitted to the school of post graduate studies in partial fulfillment of the requirements for the degree of masters of business administration of Kampala International University
Keywords
Corporate transformation, Marketing function