Corporate planning

Research is used in corporate planning in order to make decisions about what goals the organization as a whole should have in both the short and long term:

■ forecasting the size of future demand and trends for the organization's products

■ identifying markets to be served

■ assessing the strengths and weaknesses of the organization both absolutely and relative to its competitors

■ measuring dissatisfaction and needs in relevant market segments

■ industry/market structure and composition

■ competitors

■ market share and profitability analysis

■ highlighting significant marketing problems

■ stimulating research for new or exploitation of existing products and markets by planned policies

■ evaluating corporate identity and image

■ selecting companies for acquisition or divestment.

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