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Agenda
Overview & Objective Details of Study Observations
Quick Overview
Author Neelam Kinra, Asst Prof of Mktg, Bilkent Univ, Ankara, Turkey Journal Marketing Intelligence & Planning, Vol 13 1995 Size of Article 11 Pages
Objective of Study
Why does a concept which is becoming so pervasive have such a high probability of failure ? Assess Company Approach to Significant Dimensions of Strategic Planning in a developing Country TV industry of India selected large/small/medium enterprises coexist
1991 - Urban and Star To develop long run strategies for survival and growth
DETAILS OF STUDY
Research Methodology
Identified 176 TV Manufacturers registered with ITMA Questionnaire with emphasis on empirical analysis on dimensions of marketing strategy within the planning framework Personal follow-ups to respond
Analysis Methodology
Analysis of major Stages of the Strategic Planning Process How Mktg Mgrs perceived their organization in terms of company mission, management philosophy, company image Analysis of Company objectives, Growth Strategies and Marketing Elements that has bearing on product positioning and overall
Findings
70 / 176 Responded 39% 15(22%) - large companies (Sales > $30m) 55(78%) - small-medium co. ($10m$30m)
Mgmt Philosophy
Large Companies Pursuit for Excellence Small Companies Employee Relations
Company Image
Large Efficient Small Dynamic
Company objectives
Large Companies
Intensive Market Penetration through After-Sales Service and Product Quality Diversification New Product Development
Small Companies
Integrative Expansion by economies of scale and new market
New Market Development Small companies perceive more than large ones New Product and Market Development
Strength
Large Customer Satisfaction Small Dealer Network / Salesforce
Weakness
Large Rapid growth Small Thin market
Environment Threats
Small - Raw material Shortage Large - Increasing number of competitors, Changing Technologies, Govt Policies
Distinctive Competence
Large excellence in after-sales service Small Product Quality
OBSERVATIONS
Observations - Introduction
Study is on analyzing strategic dimensions in marketing planning whereas the introduction starts with Indian Television Industry growth Introduction is intertwined that it is difficult comprehend with one reading Introduction could have been sequenced locally to start with
Definition/Evolution of Strategic Marketing Strategy in a turbulent environment Indian TV Industry an example of turbulent environment
Observations - Findings
Findings are summarized well Authors observation for each of the findings are alongside Findings reveal inconsistency in statements which emphasize the need for
Observations - General
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