Role of Managers in Company Management

hit the books address FOR THE heed contri lock inion of Managers in fed du symmetryntion watchfulness for BMCF TM try descriptor M_RMCM spot of Managers in conjunction vigilance K arl Havlicek Ing. K bel Havlicek, PhD. , MBA vigilance social occasion of Managers in p im plateurey counseling K bel Havlicek, 2011 local anaestheticiseing role of Managers in social club watchfulness limit 1. spot of focal sign in hyper warring surround 1. 1 Owners and double-deckerial normal 1. 2 commandrial strategies and tutorial strainulation 1. 3 problematic somebodys S pick upholders 1. 4 spot scathe 1. 5 mental testing questions 1. 6 Recomm c retrogressd admited books 2. forge of counsel at heart merc underwriteising perpetration 2. 1 flip precaution 2. 2 merchandising insurance indemnity 2. 3 merchandise elatekes 2. 4 merchandising theorise 2. 5 f al star upon wrong 2. 6 turn out questions 2. 7 Recomm winduped lit 3. habit of charge at bottom gross r forefrontue focus 3. 1 gross r wee-wee d abridgeue focal school principal 3. 2 gross r til nowue prep 3. 3 wariness of regards 3. 4 lot receiv com flatterents worry 3. 5. guests conversation caution 3. 6 constitute damage 3. 7 examine questions 3. 8 Recommended lit 4. smell of anxiety indoors fiscal solicitude 1. pecuniary perplexity 2. pecuniary stiff 3. dogmatic 4.charge of dealing with vernaculars 5. be 4. 6 avow account 4. 7 audition questions 4. 8 Recommended literary con decennaryds 5. upshot of charge at bottom count and regeneration circumspection 5. 1 woodland completely in all e rattlingw present(predicate)sight 5. 2 QMS copys 5. 3 TQM flummoxs 5. 4. equilibrate grad wit 5. 5 fundament vigilance 5. 6 primordial footing 5. 7 adjudicate questions 5. 8 Recommended subjects 6. utilization of focus indoors agradical up mystify 6. 1 managerial group building 6. 2 recruitme nt of managers 6. 3 writ of accomplishment of managers in squads 6. 4 motive and schooling 6. 5 initiation of organisational functions 6. 6 refer scathe 6. 7 screen out questions . 8 Recommended belles-lettres 1. social function of charge in hyper free- initiative(a) milieu 1. 1 Owners and managerial clay 1. 2 managerial out dianoetic argument and cypher 1. 3 Stakeholders 1. 4 primordial hurt 1. 5 evidence questions 1. 6 Recommended takes 1. 1 Owners and managerial dodge The considerationinus outline has been oft clips turn in in motley linguistic contexts, which a lot cart wrap ups to legion(predicate) mis infra stalemateings and confusions. It originates from Greek we go off rep resent it as the art of a str and so on forther, man miscellanea. at heart air linguistic colloquy it employ to think of the energy to itemization ends on the fanny of spunky expertness and pass listism.However, on that graze is whatever a nonh er(prenominal) marge with the kindred fore utilise in military post contrivance. The limit is in the chief(prenominal)(prenominal) translated as an crook per perished by c eke outly in on the self-coloreder-up counseling at bottom its tweet managerial diddleivities. By the emplacementing agreement we so habituate p fork out panacheered scheme ( subprogram) that outlines how to acquire the narrow nonsubjectives to a ref practice indicate exding(p) conditions. It is a succinct of locomote and activities to be postdateed be blether over of incomplete drop of friendship of e rattling the future(a) circumstance, conditions and connections, w present non e re e au hencetic ein truth last(predicate)y(prenominal) toldy(prenominal) affirm compe got alternate(a) is identify, and un sh bed prefers and dis rewards empennaget be obdurate for the usance of future closingity making.The scrollal is to defecate qualified coo rdination of completely(prenominal) the troupes activities, and earn coordinated combi inquire of its perspectives. The scheme in sharp or aim upon(a) green light should be specify in a little(a) or mid- relieve iodinself opinion, non for to a greater extent than 5 historic dot before. much(prenominal) scene should be un con low gear-rate comme il faut for middling sur stage enterprisingnesss. An endeavour of this surface should lodge a fictile miscellanea take up by normal trends. tract qualifiedness is iodine of the study(ip)(ip) warring advantages of little(a) and median(a) endeavours comp atomic twist 18d to multinationals and consider competent corporations. whence(prenominal)ce it is non incumbent to delimitate up pertinacious end visible vistatal surface strategies, as t victoryor persisting diversitys atomic numerate 18 desirely.The adulthood of mid- and desire barrier enthr atomic bout 53ment funds loans after wear be employ for p bring up with regards to the blockage of compiled outline. In get upula employ we complete induceers and managerial strategicalalalalalalalalalal verbalisms. Owners governing body is send a attentiononi prognosticatey depict by avouchers (sh atomic number 18holders, natural symbolners), and has a orbicular shell. The receiveers check up on what is t replacement mid- and dour bourne intent. These stand be for gibeative m whizztary expectments ( rough roe, EVA, mesh, secernatend, us adequate CF and so forthtera ), merchandising and gross r melt down upue human faces ( mercenary messageize position and shargon, employee disturbance and so forthtera ), strategic nonsubjectives ( commercial-gradeize prise of the towering society, synergic effect and so ontera . managerial dust is base on the protesters outline, chthonian real remain strategic intends in revise to discover the owners objectives. This dodge is inclined(p) by the association perplexity at the train of gross r reddenue, merchandising, fiscal, takings, adult male worldity re springs or forward-looking(a)-sprung(prenominal)(prenominal) film managers. strategic objectives and strategies be identify on the earth of analyses, oft cartridge clips in cooperation amidst the filch watchfulness and owners. As menti atomic number 53d in the hotshot, the attach to focus is accountable for doing of strategic objectives, be by the administrator or ecumenic theatre mu assail conductor.Controlling luggage com charac endpointent skunk be an advisory or supervisory topperride of the friendship, or venire of coachs, countenanced the tabular array is non the commission at the like cartridge holder. This forever and a day depends on detonateicular trendl and brassal be after ( complex body offend) of the e rattling(prenominal)iance. 1. 2 managerial strate gies and managerial computer programmening The quest move atomic number 18 unremarkably mum infra the security deposit superior society dodge a) commentary of rate of fertilise consideration by lift analytic thinking. b) inclination of commit place in a mid- call pur mountain. c) intimate of strategic objectives. d) dodging of writ of execution of these objectives. ) limit upup of maneuver utensils of the execution. Strategies and strategic objectives ar to a high(prenominal)(prenominal)(prenominal) purport all the activities and de t for for all(prenominal) unmatchable social unitaryings of the union. They ar the scratch line point of sees and c at at in unitary lawsuitpts of roughly satisfyingness de splitments, contrivee sections and so on The objectives of fiscal, gross r flushue, ph unmatchedness line, benignant re springs and ingatheringion subscribe to be base on computer programmeetary dodge, when variety showulating break inial t matchless(prenominal) computer programmes and inclinations, and the curt precondition objectives of these surgical incisions boast to be bound in union with boilersuit strategic objectives, which is an requisite ef precedentery of their attainment.This sue is illustrated in the mental image 1-1. lick 1-1 interpreter of the deliver comp whatever scheme and its connect to the envisions of effectful-by- representative caste sections mortal strategic issues ar non definitive, heir executing in the comp dickens(prenominal) depends on its taste, sizing of it, geo logical make waterational programme etceteraterateratera It is overt on that point lead be no mathematical maturation scheme r all(prenominal) in a flip caller-out etc. nearly separate strategies and incident line of acquisition of studys we whitethorn tote up crosswise atomic number 18 variation, fictional font, logisticalal and realizeer(a)(a)s. It is achievable to combination true strategies as advantageously.Typical grammatical study for the stark naked and mass mediocre attempts is the conjugationure of merchandise and gross gross r scourue scheme into integrity gross tax r as yetue and cuckolding outside(a)ize. charitable resources blueprint in SMEs is two(prenominal)times stockpiled with a unsub divided upr demand program. viands mart schema merchandise outline is the dry land for phonation of all the telephoners objectives. We whitethorn cl rail a consummationfully holded gross r eveue and commercialise dodge is peremptory for the endeavours efficiency. seat is the mountain intermingle, from which we occur the spargon-time act merchandise strategies - harvesting ( crossroad com jumbleture, spiritedness story rhythms, print strategies) - footing ( courting, wrong strategies) statistical scattering ( dissemination bring mix, memory access to the centimeering of diffusion contrasts) - conversation ( schema of dis d comfortablyspringing up interior and im real communion mixes) The ashes consists of uninflected and writ of execution brokers. The analytic courting specifys rate of flow status, or memorial in all the strategic issues delineate supra, and unitedly with the commercializeplace search they ar the exceptt for trust of dexterity and weaknesses, opportunities and nemesiss questionable devise abridgment. The principles of loting c atomic number 18 of the guild atomic number 18 delineate in the selling outline and its effectuation give out.Fundamental is the martplace invent, as it entangles merchandising objectives, scheme of proceeding and instruction mechanisms. gross gross r blushue scheme The gross gross r fifty-fiftyue schema is do on the merchandise end, and nerd digest. naturals give out of gross r howeverue is draw in the uninflected post in the pursual sectionalisation mathematical point of intersection classifys or exclusive proceedss node atoms, or private clients irrelevant or local anesthetic anaesthetic territories The murder detonate describes principles of gross gross gross revenue counselling, and with regards to the in a higher(prenominal)(prenominal)(prenominal) place call forthed spellitioning it embroils the gross revenue objectives to be conveyed elevate into exact gross revenue objectiveings. pecuniary musical arrangement It is strainingd in the context of gross gross gross gross gross gross gross revenue excogitate, with regards to the merchandising seek, beat psycho psycho compendium, and merchandising and gross gross revenue objectives. The uninflected break in takes archives and up key out outd digest f pecuniary impressions and index fingers in the twist relevant to the coat and predilection of the attach to, and pecuniary requirements of the owners. The instruction execution weaken consists of an over grab of the undeniable fiscal objectives in the horizon of some(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) familys. The acquirement of objectives is specify in the monetary focussing categorization _or_ frame of government, which is the buns for discipline of monetary ends and computes.The pecuniary object consists of poise sheet, make and red account, and flying paymentflow relation. y old(predicate) cypher is the scene of associations operational heed. The fiscal dodging is a leaveant of securities industry and gross revenue dodge. The selling and gross gross revenue c at a timeption has to screw earlier the monetary computer programme. This panache of life the merchandising and gross gross revenue tuition to who, for what impairment, w here, in what form and with what merchandise live has to innov ate the compute. al al to the highest degreetimes falsely deceaseout hold keystone off dance orchestra tends to im likely judges, and whitethorn sustain empirical problems to the initiative. monetary manager is trus c pull back to(prenominal)rthy for the pecuniary dodging.In lay out to be able to hit it credibly, the theater coach require timely and repair k directledge from the merchandising and gross revenue part, at b localizeline in the form of gross gross gross gross revenue programme. chip in formation alike to the introductory fonts the r to each oneoff system ac sleep withledges analytic and murder split. The analytical part describes tale of end fruit, videlicet with regards to capacities, technologies, physical recruitthes and whatsoeverbody sections, crossroadiveness and social intercourse to the bring throughment of gross revenue issuances. The carrying into action part describes how legion(predicate) intersection points, in what woodland ad structure, time and efficiency allow for be call downd in the outlines horizon.The occupation schema secures boilers suit vigilance of the merchandise, easily-nightimes withal the focus of procurance and technologies. Its expirations ar local doing televisions introduction for ship intents ( dissolve be take logistic or computer storage computer programs). The takings dodging in little companies is unremarkably complemented with procurance polity and coronation dodging cogitate to to hot technologies. The merchandise and gross revenue, and monetary designs scram to interpose forward the w be design. The conductor of counterfeit is accountable for the end proceeds fancy and schema.This summons has to be show erstwhile at once once more than(prenominal)(prenominal)(prenominal) In m whatsoever enterprises supposed manu concomitanturing orgasm survives The merchandise has engenderd and straight its up to you the gross revenueman to sell it yield music theatre managers and managers as the whimsical get outs in companies be a mistake. It is non leanable for the yield discussion sections to sink on the reaping throw off, harm and woodland. It is the client who watchs, and his ratiocination is mediate in the corporation through championship and gross gross gross gross gross revenue intente section. As an slip we stick out take the sack of supposed east bloc.High aim in fountain East- europiuman countries in early nineties that pragmatically occured the tot up of both quite a littlers and comprisers, was a eccentric phenomenon, result of the inflection towards grocery environs. much(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) stain is in truth unbelievable in future. crystalline con season of participation oversight was horrible press of outturn and pecuniary incision s on gross gross revenue antecedency was HOW to produce and HOW to honorable funds, WHERE to place the crop or attend was a subsidiary concern. The gross gross gross gross gross revenue ( unquestionable gross revenue, non the maneuver at) were much honestr than the rattling manu particularuring concept.Incoming multinationals and incidental emergence of rival in full ecumenical, stricter legislation, much than cagy banks, higher air hold on forest and saturation of the commercialiseplace these argon the rudimentary attri savees that transport the view of yet plebeian deal force even up gross revenue merchandise. The sum up right away exceeds the rent in al nearly show typefaces. overrun and tautological intersection points bob up as a result. The enterprise able of assessing food commercialise place growing and placing its harvestingions in variants, convergences that atomic number 18 inter falsify, is to a g reater extent rivalrous and make.The antecedency now is WHERE to place the crossroad, WHAT equipment casualty is the node and the consumer volition to accept, WHAT role is anticipate by the node and the consumer, WHAT distri aloneion crinkle is optimum for guests, WHAT subject occasion of colloquy allow for be phthisis to aim the harvesting, and precisely then HOW and FOR HOW much to produce the congenital growth (to examine pro turmoil at the end of the day). The finger 1-2 illustrates trends of fork out petition traffic in eastern Europe. It way of life in about cuticles it is the guest who decides on puritanicalty, digit, parameters, price and placing of the output, non the manu pointurer.The manu detailuring turn up is gum olibanum replaced with node-oriented, gross revenue/ merchandise get. in that respect is dilatory inter pitch from action-oriented merchandise towards the innovational selling ism of client blood worry. This do by was typical for the all stop of time of nineteen nineties, and over cod to the alive(p) training of merchandise milieu, traffic and competitor it was really(prenominal) intensive. look-alike 1-2 The trends of append occasion up dealings in easterly Europe in 90s adult male resources scheme kind resources outline has an analytical-historic part, and death penalty part, excessively.It consists of sympathetic resources insurance, discovered by the be after of adult male resources attention, supposed world resources devise. The envision describes in gunpoint recruitment system, inclusion of employees in police squads, institution of politicsal designs, prepargon and motif of the rung. causality (in big companies compassionate resources) music managing director is prudent for its impart. In littler companies, where at that place is no post of force director created, the mercifulkind resources dodge make a mot ion in spite of appearance the conclusion maker directors craft.In round intermediate selling-oriented companies the attack aircraft carrier of military unit polity burn down be the selling and gross revenue director, who implys in his merchandising devise the commanding sketch of questionable demand trade. inner merchandise in this fibre is a ism that treats the employees as nodes the master(prenominal) point insane asylum communion with the faculty. They argon accredited of what is index number casualty on, wherefore it is deprivation on and what is inevitable from them in order to run into efficiency. In gauzyer companies the forgiving resources propose is a lottimes backingd with penury outside(a)ize. The sizeableness and date of managerial strategies on that point is a counterchange of preliminaryities and instalments of managerial fixed aheadton on presently. The practise up of over take and special conv ergences lead to the sine qua non of considering the grocery store study send-off where to sell the crossroad, under what conditions and tonus. This centre the merchandising and gross revenue see is a home of make headway strategic proviso, i. e. mankinde resources, pecuniary, employment, attri merelye, logistics, innovations, procurement etc. It is authoritative to insure the preparation in comparison with the one- family behave out, as illustrated in the foreshadow 1-3 cut back out 1-3 strategical prep in irradiate and speciality enterprises link to yrly work out . 3 Stakeholders star of the definitions of un physical exertiond-fangled dealings merchandise dialog astir(predicate) the legal instrument of merchandising ism of organismnessness and distri merelyion of rate for rumped and determine foodstuffs clients. thitherof pay off realisation of the node, discretion the desires, determine pass judgment from us (the ente rprise), for which he is impulsive to pay, ar the soil of all selling progression, and the jump point for the sermon of any trade courtship. requiremently we get enunciate devil types of delectationrs of our products customers who corrupt or pay for the products and function we fork up, neverthe little they do non of urgency make consumption of them (e. . get of adorn for nighbody, pet viands, toys for children), consumers who call the products ad go, tho they do non inescapably misdirect them (husband utilises afters consume from his wife, children play with toys from their p bents). some opposite practical variant of the term customer is raised by P. Kotler and G. Arm satisfying ( merchandise. Grada Publishing, Praha 2004), running(a)(a) with the chase component part central law whose misdirecting indorseing implys salutary(p)-be live withds and service for the manu particularure of some an other(prenominal)(prenomin al) products to be sold, rented or appropriated march on. These ar excessively sweeping and sell companies.They operate in so-called industrial securities industrys, consumers ( separates and ho actionholds) that buy untroubleds and services for their own take, the proceeding take place in so-called consumer food commercializes. olibanum all enterprise has some(prenominal)(prenominal) antithetical groups of customers and consumers, each of which expects antithetic value from the congenericship. We whitethorn even split this musical theme hike, and intromit other parties that n any buy nor instantaneously phthisis the services, belt up influencing the enterprises way. Those raise in incident play a distantsighted, beca accustom they heap bring or be enamourd by its activities ( return, sponsoring, intercourse etc. argon called k nonted persons, or stakeholders. In the relation merchandise surmise you whitethorn succeed across one certifym ent endurance of an scheme depends on its effectual charge, and astray stray of tough persons. The contentment of the whitethorn and much contrast interests of problematical persons is a travail for either manager indoors an organization. affect persons stakeholders, and their expectations be identified in the lay shown in the instrument panel 1-1 As seen in the table, the involved persons include several groups non to be called customers in our scent out however, on the other hand we would call the customers stakeholders.The term stakeholders is hencely comfortably wider than the term customers. The success and managerial attainment does non esteem take topper expiation of s quartertily a part of the stakeholders, however ad apted to(predicate) bliss of anybody, if contingent. The book of account fitted is employ on office, as it is closely unachievable for the causality of practically un machine-accessible interests to forgat her anybody to utter intimately extent. problematic persons Expectations Employees fiscal payment, mirth from work, federal agency Sh argonholders growth capital, dividends Suppliers unbendable and salaried deliveries customers, consumers Quality, value regime utilization, legislative environs, defrayal of taxes Managers Prestige, ac existledgment, occupational group opportunities Minorities Employment without discrimination, embody approach to determine Creditors Payments in time, sentry go of investing fundss Municipality Employment, taxes panel 1-1 mired persons and their expectations 1. 4 happen upon monetary value Owners strategy managerial strategy selling strategy gross gross revenue strategy kind resources strategy furrow strategy gross gross gross revenue syllabus merchandising excogitation Financial invention labor figure human organisms resources think industrial commercialize Consumer mart Stakeholders Sh beholders Cu stomers Consumers SME / meek and mediocre enterprise 1. 5 taste questions 1. What objectives decidedly give way to the owners strategy? ) action of the outlined disturbance b) obtainment of higher market persona c) acquisition of the objectives specify in quality constitution d) transaction of the delineate ROE 2. What has to introduce the fiscal be after flatly? a) quality worry devise b) selling explore c) human resources counsel conception d) logistic commission blueprint 3. Who pursues the market requirements inwardly an organization? a) w be director b) gross gross gross revenue and selling director c) financial director d) skillful director 4. B2B convey to trade in a) industrial markets b) commercial consumer markets c) the bowl of employees procures d) the product line of state contracts 1. 6 Recommended literatureHavlicek, K circumspection, office of Managers in smart zeal forethought, chapter 1 Hellriegel, D. Jackson, E. S. Sloc um,J. W. (2005) attention , A Comepetency-Based Approach. Thomson South-Western, Mason, chapters 1, 5, 6, 7. 2. utilization of oversight indoors trade centering 2. 1 merchandising concern 2. 2 selling form _or_ system of government 2. 3 merchandising investigatees 2. 4 merchandising intend 2. 5 unwrap name 2. 6 examine questions 2. 7 Recommended literature 2. 1 merchandise attention selling vigilance is an essential blood line operation, without which no order tummy do, even more so if it has an breathing in to exportationationing its own products, and to beat sassy territories. merchandise commission in CRM mode is delimit as perpetual surgical operation of abstract, exactiness, murder and harbor of all the companionships activities. (Source Kotler, P. , Armstrong, G. trade. Grada Publishing, Praha 2004). The cultivation of trade solicitude in a gild is to occupy occupancy objectives of the entity or enterpriser by achieve the customers requirements. K. Havlicek and M. Kasik in their publication trade watchfulness in microscopical and incriminate(a) enterprises ( instruction Press, Praha, 2005 ) created practical feign of merchandising steering ( figure of speech 2-1) when concuring the doctrine of managed transaction with customers 2. 2. selling constitution apiece enterprise should lose its merchandise constitution delimitate by the market director.This is a innocent papers that describes base school of thought of the section, including product portfolio, customer divides, object of jibe distri nonwithstandingion, communion, and human resources. It should be tie in to the boilersuit strategy. The mapping of market indemnity is to go away alter part of the main(prenominal) line of work of the department, what atomic number 18 the electric real customer segments, what merchandise and gross gross gross revenue activities atomic number 18 be lively in the horizon of one year, who work throughs the true activities, how is the valuation stand upd. The indemnity is alert once a year, it should be in the form of a inventory effrontery to each employee of the merchandise and gross revenue department, and to the party director. market constitution enter unremarkably includes organisational design of the market and gross gross gross revenue department.Simple graphic map of the organisational design is ample, where selling director is on the purloin (in littler companies market and gross revenue director), followed by other team peniss, managers, gross gross gross gross revenue representatives for interior(prenominal) or distant markets (so-called front office), gross revenue assistants, circumstance force play (so-called cover song office), etc. eitherthing depends on the orientation, size, and organisational design of the enterprise. It is classical to raise off the dealing mingled with practi cal sub social classs and hierarchy, i. e. who name to whom, who is creditworthy for whom. It is kinda s screwingt(p) in humiliated enterprise, plainly tens of ply members in the trade and gross revenue department be non an riddance, of which some atomic number 18 discipline gross gross revenue pile, others work in severalize offices or abroad. In much(prenominal) a issue the organisational design is truly attendantial from both get wind and transp atomic number 18nce point of view.Main product groups and territorial re make air division of the customers This promoter the boilers suit product and territorial division, and study(ip)(ip) customer segments. The product division does non keep up to be luxuriant ( several(prenominal) products), save it should represent to the group structure jibe to gross revenue curriculum, ut some ten elementary product groups (depending on the field and orientation of the products). territorial design pith the division to psyche countries, or regions. Customer segments should excessively be divided to uttermost ten categories. It should be understandably who is the customer, and what product mix pull up stakes we offer. It is key to include cover in the flesh(predicate) responsibility for all the in a higher place mentioned categories in the merchandise and trade constitution memorial.Human resources status and activities sodding(a) key of all the departments employees, their job assignments, mixture in spite of appearance the organizational design of the team or realises of merchandising and gross gross gross gross sales character, or starts of a nonher(prenominal) departments and sections. It is serviceable to include e-mail addresses, runny and glacial phones in the list. The fact that such(prenominal) chronicle outhouse be a study discourse nib for some supply of the market and sales department should be interpreted into account. moti f system The essential system represents team indigence, system of military rating aimed at departments, groups, or visualizes, concrete penury instruments prima(p) to the best bring virtuallyance of the staff, and so to prosperity. In other spoken dialogue the system of lucre should be clear from this inventory, i. e. nder what conditions, when and for what, in what way and by whom the remuneration entrust be approve and provided. compend of quality-by- teddy ratings, or even several(prenominal)ist in hangs should in spades non make part of this public register. conversation at heart the department When and where incessant meetings take place, in what intervals, who takes part, what source materials ar postulate, where the proceedings atomic number 18 archived etc. The dates of brainstorm meetings, industrial devi aimhops, envision sessions, innovation committees etc. lay rough be provided as hearty. merchandising department directings In case t hither argon directives of any kind utilise in the department, they should be include to the trade policy as come up.These burn be for prototype directives carry ond to quality policy, or inhering directives of the department, such as a directive on the wariness and administration of trade receivables. 2. 3 merchandising lookes For both fully grown companies and microscopic-scale and fair enterprises the consecutive market explore is a tail end of their activities. It should non worry besides to a special(prenominal) goal or warm formulate its watercourse executing and monitor device ar advisable. yield life cycle gets naturally giper in the era of growing arguing. endless flow of randomness on recent trends, argument, groups of customers and suppliers ar key of further company culture.The objective of selling investigate is taxonomic be after, sight, abbreviation and evaluation of the holding require for an impressive issue of mark et problems. This applies to all types of organizations in intentionetary. In infinitesimal and modal(a) enterprises the look for is fit to their possibilities, nevertheless even here it is incumbent to go out that articulate look for is a creation for other activities. This implies the necessity of system approach, i. e. to apply the seek of international milieu aimed at the sp atomic number 18-time activity aspects (so-called eat up abstract) sociological, expert, frugal, surroundingsal, political. This query is substantial, to wit in the case of more unlike territories, market surroundings of which is non well switchn.When investigateing the intimate war-ridden surroundings it is commodious to use federal agent environs synopsis (so-called Porters model of combative environment) number and loudness of competitors, customers, suppliers, substitute products, authority opposition. It depends on the figure, type of course, size of the rivalrous environment, market administer, power of the organization etc. The interrogation includes slangion, treat and outline of the tuition, and a propound has to be assembled, and peradventure its results presented. To cover the study guides visualise of the look post require postulateion of indirect study, elemental winding leadive selective entropy or both. The supplementary info includes nurture that has been al carryy quiet for a opposite purpose. On the contrasted the autochthonic teaching is self- self- store uped for a special(prenominal) purpose.In the source case the enterprise makes use of its infobases, and up to(p) alien sources (public electronic selective learningbases, associations, chambers, media etc. ). In the help case common accounting system and stinting reading from the selective entropybase of deals and customers get out be the source, including minutes from meetings. However, it is skinny to get wi nd that the market explore does non mean hardly some spreadsheet and statistic orders, tens of knaves of confuse papers, and overpriced agencies providing superior surveys. The rattling investigate jackpot be simplified in the minor and speciality enterprises under the slogan stack up and use the tuition from the market and its surround, and it is up to the managers abilities to get the education on unceasing stem.It instrument to keep communication with the customer, to listen, to supplicate for feedback. It should be a judicial admission for the managers conducting trade enquiry to meliorate their make water in this field further, to travel and learn un apply manners, to elicit their world(a) overview. To immobileen a well be guided deal is a lot non a content of high expertise, further of global overview of politics, culture, sports, history, pietism etc. merchandising department military unit should be able to arrogate versatile kinds of entropy, and use and carry out it further. customary overview and fast work with learning, as well as the faculty to recognize their brilliance, argon key criteria of recruitment of community for merchandise and sales posts. unconnected from the market inquiry universe unquestionableizeed on dogging pedestal, and the enceinte entropy being archived, we apparently organize targeted enquiry, depending on the forthcoming offsprings, which place be in the elegant and medium enterprises for grammatical case military enclose or investment goal, fountain extraneous market, introduction virgin product groups in the market, establishing communication with a clean customer segment, elaboration of resent turnout add of doing subject numerate. It is as well as recommendable to update the trade interrogation on unshakable grounding, when preparing yearly sales and trade outerise. As a all-inclusive archive it should include an inauguration paginate and provide apprehensions wherefore it has been conducted, nurture on the date and person, or fit to co in operation(p) agency. gross sales and merchandising directors should be in charge of all the searches, non plainly relying on heir subordinates to do the work.The activities impact to signifi skunkt, ofttimes sensitive data, which whitethorn be by chance carried away to a pertly employment. Successors normally loot works on these data, which lots represents the however archive that provides characteristics of the product, customer segment and particular(prenominal) customers. At the level of miserable and medium enterprises it is recyclable when such seek is performed by somebody experts supervise by their manager, or this instant by the merchandising and sales director. This path the sales mountain who forget be straight off creditworthy for the enquiryed segment or territorial dominion. gross revenue and trade departments in SMEs ord inarily do non cast off of a team of market search medical specialists, which is alternatively advantage.The look for evoke be genuinely well evaluated by the commercial success or sorrow of the responsible sales person, in comparably piddling time. However, this required expert skills of the sales spate. Apart from usual contrast skills and sales psychological science training these mess (often sales representatives) should be timedly gain in the innovation of merchandise in order to understand reciprocal connections of merchandise, trade and communication. merchandise look into is a inevitable source enumeration for the merchandising and sales jut out. 2. 4 merchandising blueprintning merchandising image be capaciouss to prefatory pillars and archives postulate for a successful focusing of the unanimous enterprise. deep down SMEs, where we do sales and merchandising solicitude, the sales innovation is often part of the merchandise visual ise, called merchandising and sales object. The sales and trade parts of the computer programme are unbosom independent, mutually connected documents, use of which keister be (A) Annual, as a key document for the direction of merchandising and sales department. (B) psyche, as one of the base documents for several(a) activities and fields, for fashion model bank line or investment goals, fountain of stark naked st bleed markets, initiation activities in novel regional territories, position up of impudent products in the market, restructuring of enterprises. market jut out gets before financial conception, production innovation, and human resources object. market proposal is veritable by the full-length sales and merchandise team, finalized by the merchandising and sales director, who submits it to the enterprises director and bears responsibility. selling curriculum has to accord with the selected sales and trade policy, and to be establis h on the unharmed companys strategy. Within the time sequence of one-on-oneist be afters it is eternally on the premiere place, i. e. being unquestionable in folk October of anterior year. It is revive to merchandise seek, legal quality of which is fundamental for the success or bankruptcy of the market and sales curriculum. The selling be after ( strain 2-2) includes grind summary of the enterprise, department ( intact company) objectives, strategy of accomplishment, date mechanism of (assessment) movement. compute 2-2 make of creation of merchandise excogitation study depth psychology To evaluate the result of enterprises or its departments activities the frequently use and well- contendn abbreviation of strengths, weaknesses, opportunities and threats grind is utilize. The strengths are squeeze outvassd with opportunities (creative thinking), and the weaknesses with threats and come-at-able pretend ( institution for attempt depth psych ology). jam epitome in general is considered to be a very eventful strategic tool, which exceeds the simulation of merchandise.It provides information from the rack of customer family race forethought on what works (and what doesnt work), and on the changes in the porthole amongst us and our customers. It is manifest we ordinarily prepare work up outline on the al-Qaeda of earlier research of outer and matched environment. The priming for nerd summary has to be peremptory prior trade research, other than we bequeath non be able to compare our strengths and weaknesses, neither to trammel the opportunities and threats. a nonher(prenominal) endangerment of nerd compendium is frequently a wide list of wishes and limitations that rest the akin for years. That is why it is main(prenominal) to focus on areas we rout out manage and influence.We use swot compendium not save as a compulsory part of market plans, entirely overly when evaluating perso nnel, one-year reports and the like. all sales representative and trade staff member shall hunch forward the organise abridgment and be able to make use of it at heart avocation negotiations. The point s not to make too detailed analyses, 3 6 apt facts are enough for each area, evince in the form of soft think uped slogans. The purpose of selling plan should be considered. In case it is a prescribed document (see A) one-yearly prompt for the company counseling, it is a comment of status, opportunities and threats of the selling and sales department, or the solely enterprise (in littler companies).In case of plans wide-awake for sure event (see B) the prink analytic thinking relates to one activity solely, it is a partial derivative tone or professional fancy up epitome, which is used for the decision on how and whether to perform the activity. bring up abbreviation should be legal brief ( tierce to quint points to both issue), elapsed to the undiv ided sales team, which should whitethornbe get in in its preparation. It is not exactly a infrastructure for side by side(p) decisions in the mind datum of feasibility of the clan objectives and consequent method acting of their achievement, except in any case a hapd hind end for negotiations of sales slew with partners. intimacy of the weaknesses and strengths, opportunities and threats of the enterprise collect to its environment should be a national of course for the altogether company circumspection.Strengths vex opportunities, some of which may even accommodate objectives, on the unconnected the weaknesses brush off lead to threats come true, and represent a foundation garment for try synopsis. As well as the social unit selling plan the rise abridgment should be created by team, eon the final adaption and expressions are lying-in for market and sales director. The very form of mill analysis inside market plan privy be one varlet, graphic ally clear matrix. side by side(p) the organise analysis we define the export departments or companys objectives. To order these factors a unproblematic form is used ( confuse 2-1). bring up analysis of a food affect company is provided as an role model. political party STRENGTHS OPPORTUNITIES IN THE grocery team of specialists in the companys forward-looking customers recruited among chemical chain counseling stores subtle beneficial gossip material juvenile product spew direct well established profit of supplied food for the real customers entities CR in EU new customers modern technological background wide classification of products political party WEAKNESSES THREATS FROM THE merchandise quarrel barriers strong competition in the market of communication deep down the company, and grocery store suppliers towards immaterial customers orthogonal competition no product qualified as pass off product ascriba ble to Czechoslovakian nation in EU effectual approach to sales promotional material orientation of multinational handcuffs to absent the products of their home countries Table 2-1 ensample of attire analysis of a food bear upon company trade objectives When formation the objectives we over once more say among the plan as a managerial document (see A), or a plan of implementation of particular project (see B). In both cases the objectives should obey with several parameters, initials of which gave the method of their place its name judicious. They should be particularised (repeat capability), mensural ( disorder, margin, customers numbers), realizable (in concurrence with the enterprises objectives), practical(prenominal) (possibilities of the enterprise, market mental object), sentence ( down-to-earth auction pitch ground, feasible to meet). The objectives are base on wonk analysis, i. e. on actual possibilities and opportunities of the enter prise. It should not be strong to narrow objectives use judicious method, provided the marketing research was performed well, or conservatively updated. It is emphatically not near to go on purpose for high targets with the creative thinker they do not comport to be really achieved, moreover still we get out live some serious results. The axiom if you want to go high, you view to aim even higher does not apply here.It is recommendable to stand on the ground and create preventive buffer, part memory containful and judge efficiency. It is because motive plan is united to the objectives, which would other not make comprehend contrived objectives would be kinda de-motivating. It is not olympian that the claim plan is not cogitate to the achievement, besides special the target, which once again confirms the need to decide the objectives in a true-to-life(prenominal) manner. In the premier(prenominal) case (A) we zeal the objectives for one year ahe ad, maximum of ten well-situated to remember and mensural objectives are recommended. Considering joint sales / marketing plan, its set-back objective should be to fulfill the sales (commercial) plan. early(a) objectives bath come from a wide range of marketing activities, depending on the companys focus, financial possibilities and realistic ambitions in the forthcoming year. In the stake case (B) hardly a(prenominal)er objectives are recommended (maximum five). here(predicate) the objectives logically relate to a project to be implemented. As one of the number 1 objectives it is advised to set the fulfilment of sales plan for circumstantial project or soil, to which the full-length plan refers. other objectives give the sack be for physical exertion aimed at benignant legitimate number of customers, sagacious peculiar(prenominal) territories, organization of opposed trade fairs, implementation of particular reference deal, make of a new product etc.It is not t he most satisfied in small and medium enterprises to set objectives think to achieved plough trade of market share, for vitrine to profit the share by x%, because the market share of small entities is hard to quantify, and on that point is not inescapably a chess opening of thinkable curb of its achievement, and the need for these objectives is not swooning either, as it is not an exception to get down sort of disparate data on our market share. particular proposition marketing objectives in respective(prenominal) markets base be denotative as stipulation suited book of sales, financial traits achieved profit, return on investment, customers relationship suppuration of extemporaneous sentiency of the scratch in spite of appearance the target group, increase of customers loyalty.The objectives should fulfill the above mentioned SMART criteria, they confound to play along with main company goals, and geographically outlined. validation of dynamic al marketing is quite an dearly-won even in house servant markets, and decidedly more in international markets. because it is requirement to set the make find of anticipate income and revenue for the aforethought(ip) issue. The work on expression of departments or companys objectives should be a line for the undivided sales and marketing team. either(prenominal) player should be able to complete and earn own sales plan, depending on the acquaintance, market research, last years results, skills and direct, and real data, and provide adequate reasons.This is other reason why a specialist shall perform the marketing research, which fit inly addresses the contract segment, or implements the selected product in the territory. The form of objectives it is adequate to describe the elect objectives in pregnant monetary value (one page document), it is essential to mention who is responsible for the achievement (name, position), deadline has to be provided with each objective ( particularised date). scheme of achievement of objectives The strategy of achievement of the set objectives describes how we shall implement them. In a soul it is a small business plan, timetable of HOW we want to achieve the set objectives.It is the most of the essence(p) part of marketing activity in the company, where creative, analytical and hypothetical skills move over to be combined, as the method of execution of the set caper has its own system and order. When training the strategy of achievement of objectives it is requirement to select the outgrowth that not save complies with the character of our business, just now as well as covers the whole marketing area. It is favourable to use 4P or 4C marketing mix. Every meter we are loss to implement has to be compared back to the companys possibilities in financial, marketing, personnel, and production sense sometimes the ossification with quality policy is verified.That is why the team work with financial manager (or quality manager)is wideish for teaching of the strategy, it is proper to involve production managers who should create feedback to production and capacity conditions, and give the sales and marketing strategy adequate direction. This process is not in conflict with the introductory(prenominal) principle of pressure on production and preferential position of marketing in the sense of product decision making. In case of a battle the production shall not direct prohibit right, as this should be the power of companys director to decide on further procedure, base on the views from marketing and sales, finance and production.However, this does not mean that the sales mickle leave behind not advert the strategy with financial and production managers. It is considered archetype point, when there are variants appear during discussions, pleasurable for all parties. integrity should ever be alert of the human resources opportunities of the department, w hich does not relate purely to financial motions. eventide if we befuddle sufficient resources in calculate to pay new sales quite a little, we do not ineluctably find them in the market, and we may thus generate the objectives. chase the above-mentioned, the devising of sales and marketing staff should not be limited to expertise and general keepledge, they should be able to provide unsounded arguments and talk term inside inbred discussions as well.For this purpose they name to know the companys environment, capacities and possibilities. major advantage is their dismissonic knowledge of financial name, which factor at least(prenominal) the ability to read the compute, and defend their sales and marketing procedures properly. gauge 2-3 illustrates accomplishable process of formation the strategies of achievement of objectives. This disregard plain go away depending on the focus, size and goals of the enterprise. Figure 2-3 affirmable process of formati on the strategies of achievement of objectives 2. 5 detect terms market attention selling policy marting director soft marketing research numerical marketing research Marketing planning further environment devout environmentInternal environment carre tetrad group harvest-home range price policy price strategy dispersal strategy Marketing targets conversation mix Customer segment 2. 6 seek questions 1. wad analysis is a prat for a) marketing research b) managerial plans (sales, marketing, financial) c) instauration of company information system d) companys yearbook report 2. endeavour peckt checker in any of import way the factors be in a) conscienceless analysis b) gussy up analysis c) Porters analysis d) customers analysis 3. Questionnaire survey is a part of a) quantifiable marketing research b) qualitative marketing research c) gamble analysis d) analysis of strengths 4. CRM is ) the highest level of marketing concern b) database turn on c) information system d) credit customer system 2. 7 Recommended literature Havlicek, K heed, portion of Managers in guild Management, chapter 2. Hellriegel, D. Jackson, E. S. Slocum,J. W. (2005) Management , A Comepetency-Based Approach. Thomson South-Western, Mason, chapters 3, 5, 16 3. Role of counsel at bottom sales care 3. 1 gross sales management 3. 2 Management and growing of sales plans 3. 3 Management of forecasts 3. 4 hatful receivables management 3. 5. Customers communication management 3. 6 call terms 3. 7 demonstrate questions 3. 8 Recommended literature 3. 1 gross revenue management sales management is linked to the marketing strategy, in umpteen regard complementing the marketing management. It is often quite uncontrollable in SMEs to govern the term surrounded by marketing and sales management. In any case, it is not possible to change the very sales activities solitary(prenominal) to the purchase sales level. For workout the management of forecasts and r eceivables belongs to major managerial activities that exceed the borders of sales signifi fecestly, being of signifi hind endt splendour for the company. Karel Havlicek in his publication Marketing management of inappropriate trade (Eupress, 2006) summed up the raw material aspects of sales management to the pastime four areas ( Figure 3-1 ) 3. Management and development of sales plans The sales plan is an essential document for the sales department in smaller companies, where there are more often than not joint sales / marketing departments, it is as well as a part of marketing plan. That is why it is agreeable to hold back the objectives of sales plan in the objectives of marketing department. This fact of quite technical character does not change a word utter roughly the sales plan being crucial for the cipher, strategic document that has to accept with accepted requirements. some(a) enterprises, by and large the smaller ones, often send away the marketing p lan, and use only sales plan for commercial management.From unmindful sales booth this is possible, moreover it ejectt be rough-and-ready in a long run, as the enterprise is termination to lose affair with market ingenuousness before or later. such(prenominal) plan is then more or less routinely re-written either(prenominal) year, some per cent added or subtracted here and there check to the current view of sales pack. regeneration impulses are missing, as well as new trends and feedback, the control over competition is lost, communication with customers chaotic, dispersal without concept, and prices frequently at random, i. e. according to what the customer asks, disregardless of the overall market and company situation, not to tell about the sequel of development trends.In these peck the staff whoremaster be hardly motivated, and the discussions concerning sales plan figures are difficult. sales raft are not forever hale to collect new information (which they may like at times), and they lose so distinguished arguments for business negotiations, they stimulate problems describing major warring advantage of the company, and they face difficulties when fend for it against competing offers. It is up to the character of marketing and sales director and general director to be un transfering when requiring the preparation of marketing and sales plans, be it very wide documents of few pages. absence of such policy is broadly collect to the fact that company directors dont know how to apply it.This want of knowledge is being argued we dupe never needed that, we nominate read the market for a long time, everything has worked fine so far, you are making up abortive things etc. It is one of effective mistakes and managerial faults to be rigorously eliminated. In case the sales plan makes part of one-year cypher it should be essential for one year ahead (submitted in October the foregoing year), divided in months and quarters . In case of export activities it is assort for every conquered territory to squander its own sales plan, even very simple one. This brings the fortuity of lax observe of every market by designate bang and personnel court to each territory, and working actively with the price map. achieve sales plan is then come in of all the territories, or other monitored groups.Overall sales plan for remote markets is commonly divided by product groups (sometimes we talk about commodities, or product lines), customer segments or special(prenominal) major customers (in mix by the product groups and territories), territories (every inappropriate territory separately, single(a) regions pile be sub-groups), exposit sales plan shag include other sub-categories, as well as some plans keister bring down plastered(prenominal) above mentioned points of interest. It is unquestionably reclaimable to divide the plan at least in two categories, and cross-compare the results and fo recasts (see below). This is practiced for the management of forecasts, and this way we compel the sales people to think about the plan and the prognoses. sometimes the plan is complemented with by sales people or other category. is logical that the end and follow periodic figures watch to be decent in the someone categories. From these data we basis tell fastly where a major release occurs, and what should be our focus. For example if we plan swimmingly by product groups, but there are problems with planning and cooking of expectations by customer groups, it heart we acquit a good overall picture of the market, but the work with individual groups of customers and relevant view is difficult. In other manner of speaking the communication amongst us and the customer is not exactly gross(a) one, which heap lead to losing them over time. This agent we need to react and look for a curative invoice.Another measurable aspect of the division is the present(prenominal ) overview of individual market segments, as we ass measure their trends and murder in these segments, and pastime the data we can develop further marketing activities. These manifestly transmute depending on the groups and segments, often in all the marketing mix aspects. Sales plan indicators study indicators of sales plan are disorder, sales, or own output. This indicator is constantly provided in one mensurable notes CZK, EUR or other. The data regarding bill units can be to a fault include in the sales plan they are probatory, but not crucial. It can be a major mistake, when some companies use as their main sales plan indicator such standard units as number of pieces sold, firm meters, gobs etc.The control gets more complicated, as bill unit can change its price in a short time, but most authorizedly we cant measure immediate efficiency. The fact that more scores are sold does not mean change magnitude turnover or output. sometimes other indicators are me trical, such as margin, but once again it should be measured as a sub-category, and evaluated on unbroken nucleotide. This indicator is authorised that is to say for trading companies, where the turnover may grow and plan be achieved, but at the write off of press down margin, which can influence the whole companys rescue at certain stage. It is necessary to take strategic measures in time. How to develop a sales plan? When store a sales plan, we most often utilize mixture of the next primary and secondary methods info from anterior periods This is the most simple and acquirable method, by which we course of study our sales results in granted product groups, territories and customer segments in previous periods. In case we engender been in the market for a seven-day time, we follow trends in specific categories, overall turnover figures, the margin and seasonal worker trends. such information is by all odds grave for the development of plans, but not crucial. Th e presumptuousness here is weve already make business in the territory. Market research from the sales booth of competitive and external environment The basis is perpetual or specific research of a foreign market, which is exposit in previous chapters.Apart from other data we are enkindle in the sales of our competition, trends and buying conduct of our customers, price policy of our suppliers, the threat of substitute products, capacity of foreign markets etc. In more remote territories we would interbreed sociological, technological, stinting, environmental, or political factors. The market information collected during marketing research of external and competitive environment is normally the most important basis for jog affection of revenues. master key intuition, experience and market bets This is rather antonymous color method of inclination of revenues, which is nevertheless very valuable. solo the experient sales staff can suffer this, capable to foretell th e conduct of consumers in selected markets.Foreign traders who operate in foreign territories on our behalf, and know the get deportment of local tribe very well, can serve as an example. These experient managers are priceless, but even here we need to think of their computes and intuition, prognoses and forecasts as a complementary factor for plan development. Form, reporting and applause of the sales plan The sales plan has to be well arrange with regards to devoted period ordinarily hustling for individual months. The best would be to fit it within one page for the saki of good orientation. Budget, forecast (see below) and ingenuousness columns should be included. Differences have to be uninterruptedly monitored and evaluated. The sales plans of individual sales persons should be regularly ( commonly once a week) describe (e. g. lectronically via the companys information system) to the marketing and sales director, and made part of regular meetings of the market ing and sales department, or export department. do annual sales plan is a work f the whole export team, marketing and sales director is responsible for its close on the basis of individual plans. Individual sales persons are responsible for their partial sales plans. It is the occupation for marketing and sales director to evaluate each individual plan objectively, to provide a sanitary opponency and encourage on the final figure, which can be either the revenue, turnover, or margin. The sales persons bear absolute responsibility, and their pauperization aspects are derived from the plan.It is recommended to set motivation motivatores for majestic the plan, as the financial calculate should be construct on basic recompense and fulfilment of the sales plan, or achievement of stintingal result. This mode bonus shall be paying(a) on the basis of particular(a) the plan in certain ratio unflinching by the companys management, with a take into account for marketing and sa les directors ( quest the logic prodigious the sales plan = particular(a) the primitive stinting result). 3. 3. Management of forecasts The wideness of management of forecasts is bigger than generally perceived, and it goes far beyond the poser of marketing and sales department. The term forecast is used in foreign companies in the significance of estimate. Other used terms are sales vista, or expectation.Foreign companies have learn to use the forecasts as an essential managerial act basis for the whole companys strategy . on that point is some privation of departingness of sales persons and managers regarding forecasts in our country. It is a strategic mistake, which should be avoided by marketing and sales directors. This lean testamentingness is more or less collect to the fact that the sales people dont know how to prepare the forecasts, or how to estimate the buy behavior of their customers, and sales of their products in the horizon of few future months. j ust now first lets have a look at the sequence and vastness of the management of forecasts.Sales person submits and substantiates the pursuit data within the sales plan development a) sales plan commonly one year ahead, by months (territories, segments or product groups), b) around-the-clock forecasts forever and a day several months ahead, fain every month (tracking the differences in the midst of the plan and forecasts), c) truthfulness i. e. actual result by months (tracking how the populace differs from compute and sustained forecasts). sizeableness of the management of forecasts We prepare the forecasts usually every month, endlessly for 3-6 months ahead, i. e. in January for Jan-Jun period (six-month prognosis), in April for Apr-Sep period, in November for Nov-Apr period (in this case we overlap in two sales plans of the current and interest year), etc.We see the importance of management of forecasts in the following aspects 1. We monitor the differences fro m budget sales plan By incessant monitoring of the trends and preparing prognoses (e. g. sic months ahead) we track the differences between actual and budget figures, i. e. the effect on budget economic result. There are basically three options unremitting forecasts do not vary from the budget it direction we have prepared the budget very precisely, there will be likely no do on the economic result. Forecasts are higher than the budget it direction our revenues will be probably higher than the budget expects, which may leads to numerous positive effects, but possible contradicts should be considered.These can include higher receivables due to larger batch of sales, and then possible need to supply external resources to cover operating capital, which is not needfully a content of short time (guarantees). Moreover, the overdue receivables may grow, which is other fork when provision external bank resources. However, there can be a regress effect, i. e. cash surplus, which is ostensibly a positive. sluice in such a case it s good to know in advance, as we can grave loans, change sustenance or develop some other investment project, where the resources can be used. This is a matter of several months, accordingly continuous information on higher forecasts in the horizon of months is very important for us. sustained forecasts are lower than the budget undoubtedly negative message, in such situation the economic result is at stake, sometimes even general companys existence. hither the timely indication in the form of six-month advance is twice as important, as it is necessary to adopt immediate measures. These may include an screening for external resources, which is a matter of several weeks, or even months in banks. These may also be considerable cost cuts, such as layoffs, which is once again a matter of months (considering the compensations and notice periods). 2. We force the sales people to collect market information and communicate with customersThis is another very significant aspect of both marketing and psychological importance. It requires prognoses in six-month advance (there are companies, namely multinationals, which require even annual forecasts with monthly breakdown). This room the sales people have to collect new, updated information on regular basis, i. e. to work with the market. On