Strategic dimensions in marketing planning: large versus small/medium companies in the Indian television market

Asks to what extent the process of strategic marketing planning is different among large and small‐to‐medium‐sized companies. Reports on a survey undertaken into approaches to strategic dimensions in marketing planning among a sample of television manufacturing companies. Finds that while a broad customer orientation does indeed prevail among large,medium and small companies, they are only vaguely conscious of their mission or business purpose. Claims that despite this fact, management philosophies and corporate image are strongly supportive to the development of marketing strategies. Finds evidence that shows that large‐sized companies see more prospects in terms of intensive growth strategies through market penetration in the domestic market, with future prospects being identified in terms of new product development in the domestic market, rather than in exploring new market development possibilities in overseas markets. Small/medium‐sized companies are more concerned with market development through identifying new untapped segments in the domestic market. Concludes that the majority of firms being small in size, strategic marketing planning as it is being practised requires much more consistency between company mission,objectives and stated growth strategies despite the dynamism in the mood of the industry itself.