6. NEED OF ONGOING MANAGEMENT CYCLE( Case Study )
Sidney Greenburg was appointed the position of the
director of marketing for a small electronics component
manufacturer. The company had its revenues growing at the
rate of 20% each year and in 1982, they were at 30 million
level The president felt that the growth of the company
required serious planning efforts to determining strategies
product emphasis and new product development.
Mr. Greenburg realising the need to develop the
marketing plan developed a suggested format to obtain
inputs from his regional sales managers. The format to
obtain divided into two parts (a) territory brief for
established status of sales activities and (b) territory
plan asked for identification of key goals, strategy &
resources required to accomplish stated goals. Sales
forecast by products was requested for 3 plan Yrs.
Tom Rosenfield was the marketing manager for Europe
He was previously in the engineering department & was
assigned to Europe because of his technical& Foreign
language capabilities. He replied to Mr.Greenburg as
“While I will complete the forms on the country brief&
country plan promptly I have some conceptual problems with
them time& time again we have been requested for projected
figures I remember putting together a presentation for the
Executive Vice-President (VP) & Treasurer last year. Great
we educated those guys but what are the results of such
formality? The projections have not yielded specific
results, resources are used at a minimal level & we are not
generating needed sales.
So it is my contention that while goals projections&
forecasts provide immeasurable guidance for a company with
stable sales & developed product lines, for us a fledglings
(young) industry, they distract from the job at hand. My
plan has always been to hit the market- as hard I am able &
I believe this should hold true for all other regional
managers. We have large amounts of resources held up in
ineffective’ marketing planning efforts such as these need
to redirect these efforts to self rather than compile data.
We need more people beating the pavement (action) rater
than sitting on their desks developing plans& strategies
(contemplation) Sell, sell, sell. Get the backing as big as
possible. Planning is wasteful. Let us concentrate on
aggressive sales & optimize sales volume at any cost.
A. What has Mr.Greenburg not done to accomplish his
B. Is Mr.Rosenfield right in making his comments in
response to Mr. Greenburg’s request?
C. Is Mr. Rosenfleld performing his management
D. What would you do if you were Mr.Rosenfleld’s boss?
write a short note on inspection and supervision report and
i have a land in city where so many godowns are present i
want to know how i will be a c and f agent what can i do for
his please suggest qualification need for same thanks
Explain the meaning and discuss the importance of motivation
in a teamwork context
How will you do negotiate?
what change management process have you used to ensure that
change is introduced properly
what is the difference between share and debenture?
the question is from principles of economics, suppose the
price elasticity of demand for text books is two and the
price of the text book is increased by 10%. by how much
does the quantity demand fall? inter the result and discuss
reasons for the fall in quantity demand ineed
answer for this in 5 to 6 pages
Do you have reference list?
explain about yourself with your streangth and weakness.
and also tell me why do you want to do mba?
Is outsourcing of computer can be called as bpo?
Identify some of prominent failures of
Ideas/projects/business units from corporate sector ( For
instances- Subhiksha Retails ,Vishal Mega Mart,Daewoo Matiz
in India etc) and critically evaluate the causes for these
failures/losses and give your recommendations for
possibility of survival or rejuvinate of these failures?
"You r bourn intelligent ",your education is just a waste of
time (you have to answer in support of the statement )?