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LiSa SHePHerd

Part One: Company Goals
What are your company’s goals? The direction you want your
company to go has a big impact on what type of marketing you
should engage in. Below is a list of possible business goals.
Which ones apply to your company? Keep in mind these are
overall business goals, not marketing goals (we’ll get to the
marketing goals later).
If your goals aren’t on this list, don’t worry—just add them.

• To become the dominant player in the market
• To position the company for strategic acquisition
• To become highly profitable with stable revenues
• To maintain market leadership
• To expand into new geographies
• To expand into new industries
• To establish channel partnerships
• To acquire a certain number of new customers

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© 2012 Lisa Shepherd