Impact of growth and retrenchment

• Marketing

  • decisions about the most appropriate marketing obj given the changing nature of the business
  • decisions about whether to increase or decrease the resources allocated to marketing
  • decisions about how the marketing mix should be allocated to meet the changing objectives
• Finance

  • ensuring there is sufficient working capital
  • ensuring sources of funding are available
  • how to manage declining revenues and meet the business costs during a period of retrenchment
  • how to manage shareholder expectation if retrained profits need to increase and dividends need to fall
• Human Resources

  • decisions about the most appropriate organisational structure
  • decisions about job responsibility, pay and reward structures and approaches to motivation
  • decisions about recruitment and selection and training to ensure workforce planning meets the needs of the business as its situation changes