A company wants to increase its market share from the present 10% to 25% to have a dominant position in the market by the end of the next financial year. Ms Rajni, the sales manager has been asked to prepare a proposal that will outline the options available for achieving this objective.
Her report included the following options - entering new markets, expanding the product range offered to customers, using sales promotion techniques such as giving rebates, discounts or increasing the budget for advertising activities. Which step of the planning process has been performed by Ms Rajni?

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Solution

The step of the planning process which has been performed by Ms Rajni is 'Identifying alternative courses of action'.
There are many ways to act and achieve objectives laid by the management. Ms Raini has listed down all the possible alternative courses of action which can be used to increase the market share.

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