DISTRIBUTION
Firm, Brand, and Product Line Objectives

Firm level objectives: It is not enough to simply state a firm's goal as maximizing the present value of total profit since this does not differentiate it from other firms and says nothing about how this objective is to be achieved. Instead, a business and marketing plan should suggest how the firm can best put its unique resources to use to maximize stockholder value. A number of resources come into play—e.g.,

Distinctive competencies—knowledge of how to manufacture, design, or market certain products or services effectively;

Financial—possession of cash or the ability to raise it;

Ability and willingness to take risk;

The image of the firm's brand;

People who can develop new products, services, or other offerings and run the needed supports;

Running facilities (no amount of money is going to get a new microchip manufacturing plant started tomorrow); and

Contacts with suppliers and......

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Title: Distribution
Approximate Word Count: 9713
Approximate Pages: 39 (250 words per double-spaced page)

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