In the dynamic of our society, especially in the business world, have brought about the advancement in technology, companies are faced with staff competition that maintaining a competitive edge requires aggressive strategies, one of such strategies is the impact of corporate image management and promotion. The focus of this research work is to determine the strategies that could be employed to build and promote corporate image efficiently and enhance the profitability of an organization through the promotion of defective corporate image management. Business organization in Nigeria have failed to realize the role of a good corporate image policy has in business dealings. This is probably because they do not understand the concept of corporate image. Infact goes beyond attractive protect or reminding quality services, advertising, paying salaries and so on. It pervades every aspect of a business concern from the least workers personality to the dealings within the organization and with the larger society. This research will be of importance to managers in order to enable them realize that corporate image promotion is one of the management responsibilities and its necessary to commend the support of the public and to increase performance of the market.   

CHAPTER ONE

1.0       INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Every aspect of business and industry is undergoing rapid change in terms of philosophy and technology and there is more rapidly changing functions of corporate management to public attitudes and reaction. In the same vein, the corporate image of any organization has to be steer to change to correspond its response to the demands of its every changes in business, aggressive marketing, payment fair wages, to the employees and even paying taxes etc. it not enough to maintain a compound”s competitive advantage. There is now economic and social responsibility that faces every business.

            According to Agbonifor and Oshanbemi, corporate image refers to the totality of an organization deliberate efforts directed at raising its image towards its target image. In other words it is connected with management efforts at consciously fashioning, protecting and promoting for its various public.

            According to Marquise (2009: 13), states that corporate image is the manner which a corporate, firm or business presents themselves to the public. Corporate image is a tool or strategy an organization uses to increases or enhance their profitability.

            To establish a firm and ensure its survival and sustainable, a firm should be able to command public respect and regard, the perceived corporate image must be more than a product of public relations, therefore, corporate image promotion should not be left in the hands of public relation officers but should be the responsibility of top management and every member staff. This applies that corporate image programme should be part of the overall planning for the company future, no matter how impressive a firms achievement is, they must be properly presented in the public for them to be acknowledged in the public.

1.2       STATEMENT OF PROBLEM

Business organizations in Nigeria have failed to realize the role of a good corporate image policy has in business dealings. This is because they do not understand the concept of corporate image.

            The major problem of these research is inadequate corporate image in private sector. Without a good corporate image, an organization is not guaranteed of long life and, the profit objective of the company will not be achieved, the market share will be affected resulting to a decrease in sales volume, there will be employees diseases dissatisfaction which will make coordination of work un-impressible and there by the organization will collapse.

1.3       OBJECTIVE OF THE STUDY

The major purpose of this study is to

1.         To Examine the reason for inadequate corporate image in private organizational sector.

2.         To ascertain how market share will be affected resulting to a decrease in sales volume. 

3.         To examine how employees dissatisfaction result to organizational collapse.

1.4       RESEARCH QUESTION

Based on the objective of the study, the researcher developed the following research question.

1.         Does inadequate corporate image affect the profitability of a private organization sector?

2.         does decrees in sales volume affect the market share?

3.         Does employee dissatisfaction result to organizational collapse?

1.5       HYPOTHESIS OF THE RESEARCH

Ho: There is no significant relationship between inadequate corporate image and organizational sector?

Hi:        There is significant relationship between inadequate corporate image and organizational private sector?

Ho: There is no significant relationship between sales volumn and market share.

Hi: There is a relationship between sales volume and market share

Ho: There is no significant relationship between employee dissatisfaction and organizational collapse

Hi:        There is a relationship between employee dissatisfaction and organizational collapse.

1.6       SIGNIFICANT OF THE STUDY

This research will be great importance to managers in order to enable them realize that corporate image promotion is one of the management responsibilities and it is necessary to command the support of the public and to increase performance at the market.

1.7       SCOPE OF THE STUDY

This study is carried out to examine the efficient corporate image as a tool for enhancing profitability in some selected firms in Owerri.

1.8       LIMITATION OF THE STUDY

Conducting a research of this nature is not without a constraint. Among all constraints is the fact that scanty work has been done on the subject under study. As a result, it affected the volume of information obtained in the secondary data. Other constraints include time, personnel bias, finance and un-corporative attitudes of some member staff. These constraint, largely limited the amount of information at the disposal of the researcher. Time and finance for instance are constraints that made it difficult for the researcher to reach other target audience intended to be reached such as the company”s share holders and customers.

1.9       DEFINITION OF TERMS

?          Corporate Image: corporate image is the manner which a corporate, firm or business presents themselves to the public. Corporate image is a toll or a strategy an organization uses to increase or enhance their profitability.

?          Profitability: profitability is the degree to which a business or activity yield profit or financial gain. It is the ability of a company to use its resources to generate revenue in excess of the expense.

?          Efficient: This is an act of doing something properly and through without no any waste of time, money or energy.

?          Strategy: It is the process of planning something or carrying out a plan in a systematic or skillful manner but is intended to achieve a particular purpose or goal.

?          Management: This is the act or process of running an organization through performing function such as planning, organizing, controlling and directing of all organization resources to achieve organizations objectives.

It also involves the skill of dealing with people or situation in  an efficient and effective manner.

?          Performance: performance is the amount of useful work accomplished by a person or an individual in a shorter time/ and or using fewer resources.

?          Private: Private means, belonging to, concerning, or accessible only to an individual person or a specific group. Not in governmental office employment.

?          Sector: Sector means a field of economic activity. A fictional region of space designated for navigational or governance purpose.

?          Image: This is a mental picture of something not real or not present. It is an optical or other representation of a real object; a graphic a picture.

?          Corporate: corporate means unifying into one body; collective. It also means to become incorporated.