A key marketing objective for large business organisations is to focus on the most profitable opportunities in the global market in their particular area of market activity. This can take the form of value or volume or a mix of both and can be seen in all forms of mass consumption products. The logic behind this form of marketing as it gains visibility, profitability and volume in the global market. The business is best placed to provide customers with quality products and the best value for money. Another marketing objective is to increase market share via innovation in products, packaging and the route taken to the market.
Innovation is the process of developing better solutions and methods of conducting business.
This culture of innovation helps companies stay ahead of the competition. Innovative enterprise places great emphasis on being able to take and exploit the advantages raised by new opportunities. The company that does this will be best placed to provide what satisfies the consumers wants. Many people in business believe that if the community in which the business operates is not healthy, then the business will suffer. It follows that business has a responsibility to contribute to the health and prosperity of the community.