Explain how PIMS judgments can be useful in developing marketing strategy.
What will be an ideal response?
PIMS is based on more than 450 companies in more than 3,000 “businesses.” The information gathered is on markets served, competitive environment, position of the business, strategy employed, and operating results obtained. The model can be used to spell out the likely impact of various changes in the strategy; the results of variance in factors such as market share, degree of vertical integration, and investment intensity can be examined for future strategies. PIMS can be beneficial in providing:
(a) a realistic and consistent method for computing potential return for individual businesses,
(b) reasons for deviation in performance,
(c) insight into strategic moves that improve the par ROI, and
(d) a more discerning appraisal of business unit performance.
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