146 CHAPTER 6 MARKETINGINGLOBALMARKETS
MarketingObjectives
Havingidentifiedstakeholderexpectations,carriedouta detailedsituationanalysis, andmade
anevaluationofthecapabilitiesofthecompany,theoverallmarketinggoalscanbeset.It
isimportanttostressthatthereisaneedforrealisminthis,asonlytoofrequentlycorpo-
rateplansaredeterminedmorebythedesireforshort-termcredibilitywithshareholders
thanwiththelikelihoodthattheywillbeachieved.
Theprocessadoptedfordetermininglong-termandshort-termobjectivesisimpor-
tantandvariessignificantly,dependingonthesizeofthebusiness,thenatureofthemar-
ketandtheabilitiesandmotivationofmanagersindifferentmarkets. Atanoperationallevel,
thenationalmanagersneedtohaveanachievableanddetailedplanforeachcountry. which
willtakeaccountofthelocalsituation,explainwhatis expectedofthemandhowtheirper-
formancewillbemeasured.Examplesofobjectivesmightbe:- Financialperformance,includingreturnoninvestmentandprofitability
- Marketpenetration,includingsales(byvolumeandvalue),marketsharebyprod-
uctcategory - Customergrowth,byvolumeandprofitability
- Distribution,includingstrengthinsupplychain,numberofoutlets
- Brandawarenessandvalue
- Newproductintroductionsanddiffusion
- Companyimage,including qualityandaddedvalue(orservice)