A firm is interested in establishing a ten-year marketing plan. Due to the large number of strategic business units (SBUs), the firm seeks to minimize difficulties in coordinating each plan. This firm should develop what type of plan?

Question

Quizplus · Accepted Answer

A long-term, top-down plan is most suitable for a firm with many strategic business units (SBUs) looking to establish a ten-year marketing plan. This approach ensures that the overall strategic direction and objectives are set by the firm's top management, which can then be broken down into specific goals and strategies for each SBU, facilitating coordination and alignment with the firm's long-term vision.

A Firm Is Interested in Establishing a Ten-Year Marketing Plan