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The market expansion opportunities for a European manufacturing company in a foreign European country: the case of an Italian air conditioning company, RHOSS S.p.A and the market opportunities in the UK

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MA European Business - Dissertation in European Business Strategy 10/09/2000 Fabrizio Biscotti Dr. Steve McGuire 7 1.1.1 Strategic Planning The second and consequent step of strategic analyses is strategic development that is often defined by marketers as strategic planning 11 . It is a fact that all companies need strategies to meet changing markets. Each company must find the way that makes most sense given its situation, opportunities, objectives and resources. In this field marketing plays an important role providing information and other inputs that help defining the strategic plan. Strategic planning is also the first stage of marketing planning and defines marketing�s role in the organisation. According to Philip Kotler 12 , planning encourages systematic thinking and forces the company to sharpen its objectives and policies, leads to better coordination of company efforts and provides clearer performance standards for control. The author also claims that the argument that planning is less useful in fast- changing environments makes little sense. In fact, the opposite is true: �sound planning helps the company to anticipate and respond quickly to environmental changes and to better prepare for sudden developments � the best performing companies plan, but plan in a way that does not suppress entrepreneurship� 13 . Thus, strategic planning involves adapting the firm to take advantage of opportunities in a constantly changing environment. It is the process of developing and maintaining a strategic fit between the organization�s goals and capabilities and its changing marketing opportunities. From this perspective we can see the position of RHOSS and the possible opportunities offered by a completely new market, the UK, to a company that traditionally has always dealt mainly with the Italian market. However, the aim of this dissertation is not to realize a strategic plan but to define the bases for developing a strategic plan. The indispensable base is, without any doubt, information. As a matter of fact, it is generally agreed that a company, after having stated a mission and objectives, has to gather information on customers, competitors and more in general of the 11 Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2000), �Principles of Marketing�, Hemel Hempstead: Prentice Hall, pag.70. 12 Ibidem, pag.71.

Anteprima della Tesi di Fabrizio Biscotti

Anteprima della tesi: The market expansion opportunities for a European manufacturing company in a foreign European country: the case of an Italian air conditioning company, RHOSS S.p.A and the market opportunities in the UK, Pagina 10

Tesi di Master

Autore: Fabrizio Biscotti Contatta »

Composta da 90 pagine.

 

Questa tesi ha raggiunto 1168 click dal 20/03/2004.

 

Consultata integralmente una volta.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.