MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

ITEM DESCRIPTION

 

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II. INTERNAL SITUATION ANALYSIS

D. Corporate Culture

The corporate culture section describes what the organization is like inside and tends to constrain decision making later when you evaluate alternatives.

It describes issues like the values and norms within the organization. It will describe dimensions of the organization that tell us how fast the organization can move and what the organization values.

Some sample questions to ask would include:

Can the organization move quickly to respond to changes in the environment or is it generally a slow moving bureaucracy?

Does our division have to fight for resources with other divisions or are we a single product organization?

Our we a marketing driven organization, or are we dominated by finance people, production people, or a research and development types? Is our organization satisfied with long term prosperity or is their a desire to acquire short term profits?

Is there turmoil within the organization?

Are we a change driver, constantly introducing new products, or are our profits driven primarily by more conservative mature products?

 

 

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