Marketing Strategy for Small- to Medium-Sized Manufacturers

Summary

The “what” and “how” of deciding among alternatives to grow is daunting to many SMMs because they either have not attempted it, do not have the proficiency to properly do it, or have not been successful doing it. Admittedly, there is considerable data and information to gather, process, analyze, and interpret—and then decisions must be made about “what to do” and “how to proceed.” This chapter presents a methodology to simplify this process and to avoid the vagaries and confusion that frequently result from less systematic approaches to growth strategy.

The hierarchy of goals, objectives, and strategies—and their ­definitions—clarifies these terms and offers a framework for breaking down company-level growth initiatives into discrete ...