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Business Communication, 3rd Edition by P. D. Chaturvedi

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Chapter 3

How Do We Get There?

3.1 STRATEGIC OPTIONS AND THE RECOMMENDED PLAN

3.1.1 Marketing Background

While there is a strong potential in the large memory enhancer market, there are many alternatives available that compete for the same benefits. The alternatives however fall in the secondary and other categories not linked to memory enhancers. For Smriti to succeed, they must attract business from the existing consumers as well as other segments of the market. To accomplish this, marketing communications has to position itself by analyzing the consumer segments.

 

Table A3.16 Problem Analysis Chart

Source: Kepner & Tregoe

3.1.2 Positioning ...

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