DEVELOPING MARKETING OBJECTIVES AT THE BUSINESS LEVEL IN THE FOOD INDUSTRY

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BABAI MOHAMAD ALI; GHARIBNAVAZ NADER

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Paper Information

Journal: business managment perspective Year:2011 | Volume:10 | Issue:5 (38) Page(s): 97-110

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Information Journal Paper

Title

DEVELOPING MARKETING OBJECTIVES AT THE BUSINESS LEVEL IN THE FOOD INDUSTRY

Author(s)

BABAI MOHAMAD ALI | GHARIBNAVAZ NADER | Issue Writer Certificate

Keywords

MARKET ATTRACTIVENESSQ2

COMPETITIVE STRENGTHQ3

MARKETING OBJECTIVESQ3

Abstract

This study extends research on MARKETING OBJECTIVES development by investigating on business environment and MARKETING OBJECTIVES. COMPETITIVE STRENGTH and MARKET ATTRACTIVENESS considered as business environment. A four cell MARKETING OBJECTIVES matrix developed for different COMPETITIVE STRENGTH. This study employed data from food industry to fulfilla framework to determine MARKETING OBJECTIVES. One hundred and fifty one questionnaires containing close-and open-ended questions were collected and analyzed. Results supported the theory that business tend to be growth oriented when COMPETITIVE STRENGTH in creases. It is concluded that high strength business follows product-market maintenance and keeps product-market growth in the second priority. With decreased COMPETITIVE STRENGTH business tend to follow, product-market dilution.

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