Question 1. Most discussions of marketing strategy focus on large businesses like Procter & Gamble. Is it practical for small businesses to develop offensive strategic market plans or defensive strategic market plans? Why? What role could offensive and defensive strategic market plans play in the short- and long-run performance of a small business? Should small businesses balance of offensive and defensive plans? Why?
Question 2. Tactical marketing plans are the Ý|uts & bolts?action steps used to achieve the strategic market planning process. Should the manager develop the marketing budget based on the tactical marketing plan or the strategic market plan? (Let the debate begin!) How would the tactical marketing plan and marketing budget for a strategic market plan to grow market share (offensive) differ from those of an optimize position strategic market plan to reduce share?
Question 3. How does a business create a forecast of its future performance based on the strategic market plans for each product-market it intends to serve over a given planning horizon? Will this process vary if the product is a service or a good? Do you really think most companies forecast their performance in an orderly, structured manner?