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A construction company is confronted with planning its marketing strategy over the next five - year period. Forecasts for national economy are good, and the
A construction company is confronted with planning its marketing strategy over the next fiveyear period. Forecasts for national economy are good, and the company planners assess that there is a probability of high growth in the demand for construction work and probability of low growth. The ability of the company to increase turnover depends largely upon the state of the market, but its market share can be improved by investing in more facilities. The latter situation is possible either by setting up new divisions immediately or a more gradual expansion of the existing facilities to suit the market conditions. The planners, after carrying out investment appraisals on alternative strategies, calculate the profitability of the company as follows:
A construction company is confronted with planning its marketing strategy over the next
fiveyear period. Forecasts for national economy are good, and the company planners
assess that there is a probability of high growth in the demand for construction work
and probability of low growth.
The ability of the company to increase turnover depends largely upon the state of the
market, but its market share can be improved by investing in more facilities. The latter
situation is possible either by setting up new divisions immediately or a more gradual
expansion of the existing facilities to suit the market conditions. The planners, after
carrying out investment appraisals on alternative strategies, calculate the profitability of
the company as follows:
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