DevelopingMarketing Objectives at TheBusiness Level in The Food Industry

This study extends research on marketing objectives development by investigating on business environment and marketing objectives. Competitive strength and market attractiveness considered as business environment. A four cell marketing objectives matrix developed for different competitive strength. This study employed data from food industry to fulfilla framework to determine marketing objectives.One hundred and fifty one questionnaires containing close-and open-ended questions were collected and analyzed.Results supported the theory that business tend to be growth orientedwhen competitive strengthincreases.It isconcluded that high strength business followsproduct-market maintenance and keeps product-market growth in the second priority. With decreased competitive strength business tend to follow, product-market dilution.