Sometimes the firms spend much on the marketing of products, which diminishes their profit margin or increases the product price. However, it is quite challenging to determine the market share of other organizations which constitute of unorganized firms, due to lack of sufficient data. To evaluate the competitiveness, the management needs to find out the market share acquired by the organization. This method is also used for finding out the efficiency of sales personnel by comparing the individual sales with the target set for each salesperson. For this purpose, the actual sales are compared with the desired sales and deviation is computed. The first one is the sales analysis, where the manager determines whether the sales target of the organization have been achieved or not. Such programs are usually framed and controlled by the top management of the organization.įollowing are the five vital tools used under the annual plan control mechanism: Let us now discuss the four major types of control, implemented in an organization:Īs the name suggests, the plans which are determined for one year for the control of operational activities through the successful implementation of management by objectives is termed as annual plan control. When we say control, it is not about overpowering the personnel, but it means enhancement of efficiency, by reducing the chances of errors and meeting the standards set by the management. Therefore, the management must exercise proper control over the marketing operations to ensure error-free results, optimum utilization of the resources and achievement of the planned objectives. Marketing is one of the crucial functions of any organization.
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