Examines the success of AC Rochester, a division of General Motors,involved in the storage and delivery of fuels. Investigates theirresponse to global competition in the 1980s and the grading of thecompany products, Red, Yellow and Green, according to their ability tocompete globally. Considers the development of the marketing plan andthe information required regarding competitors that will enable thecompany to outposition its rivals. Illustrates the need for flexibilityin the process in order to adapt to changing environmental conditions,e.g. new products. Concludes that the gathering of input andtheeffective transformation into meaningful information is essential tomanagerial decisions regarding the company and its environment.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Feb 1, 1992