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Plan an Operating Environment

Promotion and advertising

You must decide on promotion and advertising activities and other customer communication issues. The operating environment that eventually emerges from planning depends on what your firm has identified as its critical success factors (e.g. price, service, brand, or company image) and on the marketing channels it uses.

Services and support

In Asian countries, for example, American software sellers must establish elaborated pre- and post-sale customer training and support activities. Repair, maintenance, and spare parts issues must be dealt with.

Sales force training

The complexity of your product and the level of your service and support offerings will determine the extent of sales force training needed. Warehousing.


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