Marketing Planning: Performing The Gap Analysis and Creating The Mission Statement

2019-04-13T12:22:00+01:00

Organizations can set objectives but they often bear little resemblance to actual forecasts. The exercise then needs to be carried out to compare the overall corporate objective (where do we want to be - e.g. sales increase of 40 per cent) against the sum of the expectations of performance from individual business units (where are we now). A comparison of [...]