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Customer Relationship Management (MKT610) Spring 2012 GDB Starting Date June 04, 2012 Closing Date June 05, 2012

Customer Relationship Management (MKT610)

Spring 2012


Graded Discussion Board (GDB. 02)


Marks: 30


Topic: Reasons why strategic plans fail?

Lecture: 17


Learning objectives:

To ascertain the reasons of failure of strategic plans

To establish the importance of marketing research



Fashion Inn provides customized tailoring services to its different clientele. Recent trends in the market show that the company needs to modify its strategy a little bit. Thus according to a new strategic plan they have also started a new fashion boutique for ready to wear trendy garments aiming at different segments of the market. However the new project has faced huge losses and has failed to attract the anticipated customers. According to a short survey conducted in the boutique, “Customers’ likings and present fashion trends are not simply reflected in the fabric selection, cuts, colors, and designs”.  Mr. Shahnawaz Ali Company’s marketing division’s head has attributed this new strategic move failure to lack of marketing research. He does not see the closing of this new project to be the solution for recovering losses rather proposes to initiate a small marketing research cell as a solution to the problem. However, his proposal has faced resistance from many sides in the organization and he needs to convince the company’s CEO for the need of carrying out marketing research.


Discussion Questions:

Do you agree with the marketing manager’s point of view that the strategic failure is a result of inadequate marketing research or something else? Give possible reasons for agreement or disagreement.


Learning outcomes:


By completing this activity, the students will be able:


  • To understand and identify the dynamics of strategic failures
  • To understand the significance of Marketing Research 



This question has been designed to gauge your basic understanding and comprehension faculties regarding the mentioned concept. The question requires you to be original and provide valid reasons. Please do not copy from any internet source otherwise you will be straightaway marked as Zero. Especially any data, text or example taken from student’s blogs will not be entertained.


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