OBJECTIVES

DECISIONS REQUIRED TO MEET OBJECTIVES

INFORMATION REQUIRED TO MAKE DECISIONS

Increase sales of ice creams by 6%

Advertise – when and how?

Forecast sales figures

Previous and planned advertising campaigns

Competitors’ advertising campaigns

Advertising rates

Sales figures during advertising campaigns

Launch new products?

Market research

Market share by product – competitors and ours

Planned new products in development

And so on…

And so on…