1.1 BACKGROUND OF THE STUDY
When enterprises are looking for new life lines for survival and growth, strategic management offers a lot of hope. It is a basic requirement for corporate survival. An increasing number of Chief Executives Officers are recognizing the central value of long term planning and strategic thinking in anticipating changes an developing strategies that would enable them to take advantage of new opportunities and cope with increasing threats existing in potential markets. In all these, market and marketing strategies are emerging as the defining forces shaping strategic corporate plans.
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