Q: Marketing can go in many directions: how can a manufacturer determine what to do? Should it always be for a finite purpose, such as a new product or a new sector one wants to enter?

A: There are various directions marketing can take a company and it definitely doesn’t have to be for a finite purpose. But when it comes to determining the marketing direction a company should take, it’s important to first assess their current situation with challenges/pain points they have and goals they’re trying to reach. Taking time to objectively assess the company as a whole –from the overall branding and marketing strategies to company culture — reveals strengths that should be emphasized and weaknesses that should be proactively improved upon. It should all start with the company’s objectives and being perpetual about executing the customized strategic marketing plan that fits those set objectives.

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