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 follows: “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 planning tasks? B. Is Mr.Rosenfield right in making his comments in response to Mr. Greenburg’s request? C. Is Mr. Rosenfleld performing his management function. D. What would you do if you were Mr.Rosenfleld’s boss?

0 Answers  

---

Give a relationship between concept, Hypothesis and Theory. What are the Salient features and classifications?

0 Answers  

---

What is the most important things to run business successfully? pls, answer at least three main porints.

0 Answers   Castrol,

---

Differance Between Stright Line and WDV Methed ?

0 Answers  

---

economics is considered as a part of MBA program while history and Gujarati is not why?

0 Answers   Reliance,

---

iam looking for te best business idea ihave a sspace of about 10thousand covered factory shed with equal amount of open space on the outskirts of mumbai checkpost dahisar the sopace is situated on the w.e. highways please sugest the best idea to do a business

0 Answers  

---

i have secured my graduation with very low %age of 48% and with two attempts but in mba entrance i have secured 91%ile so im afraid abt interview that if they ask me about my academics and y i have such low performance how will i face that with confidence plz answer this .

0 Answers  

---

what is ROI stands for

1 Answers  

---

why do you want to persue mba?

1 Answers  

---

What is statment?

0 Answers   Call Centre,

---

How did you develop different types of people?

0 Answers   John Clark Motor Group,

---

Describe how you have gone about ensuring that high standards of service are delivered consistently

0 Answers   John Clark Motor Group,

---