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Macroeconomic Factors
Business is affected by the external environment as it is by the competitors. It is important that firms are aware of the changes in the external environment to be successful. Understanding the influence of Macroeconomic factors helps the firms to determine the current market conditions and how beneficial will they be for the success of [...]
International Marketing
When a firm decides to operate across national boundaries, there arises the need to apply its marketing principles to the target country, for business success. This is called International marketing.
As suggested by Doole and Lowe (2001), “At its simplest level, international marketing involves the firm in making one or more marketing mix [...]
Boston Product Matrix
The Boston Matrix was developed by the large US consulting group BCG (Boston Consulting Group). This matrix is a powerful tool that assists the firms planning their product portfolio. It has two controlling characteristics: relative market share and market growth as suggested from the figure below.
Figure 5: Boston Corporate Group matrix
It has four cells and [...]
Market Segmentation
The most important aim of marketing is to understand and satisfy an organisations customers and their needs better than that of its competitors. As no two individuals are same, they have different requirements and should be treated differently.
An organisation achieves this by implementing target marketing strategies. Identifying different market segments is the first step [...]
Cash Flow Management
Budgeting and Cash Flow Management
Cash is crucial to a company’s survival. It’s a key indicator of corporate health as whilst a company can survive short-term without sales or profit, it will fail without cash to finance the day-to-day running of the business.
The amounts and timing of money coming in and going out of the business [...]
