“Corporate Transformation as an Enhancement of the Marketing Function”

ABSTRACT ~9oo ~ 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 TRANFORMATION AS AN ENHANCEMENT TO THE MARKETIG FUNCTION: An AnaIysi~ 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 a 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.