The controllable company strategy, consisting of consicions actions taken by management to enhance performance. In marketing, some of the internal elements are directly under the control of the company management, such as amount and type of advertisement, use of other promotions, pricing structure, credit policy and distribution patterns. The company management also decides the amount and direction of new product research, product design and quality, production schedules, capital investment, corporate acquisition as well as profit planing. The company management holds little control over external variables like economic climate, war, strike, political instability, natural disaster, changes in laws relating to price discrimination, packaging and marking standards, regulatory requirements, truth in advertising, safety and recall laws and so on. The beying pattern and offerings of other manufacturers also influence marketing as forceful external variables.
Mangers have little control over external variables which adversely affect marketing.
They can forcast the extent of the effects and determine the company's internal strategy required to counters any unfavourable effects. The internal strategy to be set by managers include variable like product charasteristies, price structure, distribution channels, promotional plans and customers services. In modern markets, the characteristics of product is sulstincially important to suit the requirement sof customers. The performances and consumption pattern sof people are changing rapidly and it is highly important to keep a pace with the changing corporation patterns in order to survive in the market. Managers have to remain ready to make ready to make changes in products so that the marketing could be easier and profits may be sustained.