Strategic Marketing Approach for Corporate Appraisal (PAL Perspective)

The common corporate challenge today relates to the changing environment of the world market.  Indeed, corporate appraisal becomes a necessity for every International corporate business. Appraising a business organization requires every business units to be examined and evaluated according to the overall standard of the organization.  

Issues that relates only to the local or any given national market must likewise be addressed as an overall case example to prevent further corporate dilemma.  Creative ideas will emerge not from the imagination of the corporate leaders but from the real given business cases of the different business units of the company.  As such, Jain (2004) formulated a conceptual framework of the scope of corporate appraisal.

Scope of Corporate Appraisal:

A corporate strategy must accumulate information from the business units of the conglomerate.  Business units derives from the independent product market operations in which the company can gather specific market information and will amplify to other business units.

1. Value Orientation of Top Management- creating value inside the top level management requires the ideologies and philosophies of the top level management in accordance to the corporate goal and vision.  As a business environment, Value orientation of the top level management must be clearly defined for a clearer understanding to its subordinates.

2. Corporate Publics- In a wide business coverage of a given conglomerate corporate public is also an area of concern were in factual information must be properly disseminated to the valuable stakeholders of the whole corporate chain.

3. Corporate Resources- Corporate resources such as cash on hand, personnel, raw materials for production, infrastructure and facilities, technical competence, and market strength and knowledge are the fundamental resources are key tools in the overall corporate market strategy

4. External Environment- reflects to the external market environment feedback towards the corporate operation.  External environment will likewise determine the absolute market performance and profit.

5. Past Performance of Business Units- can also be utilized for research purposes and referencing for any corporate business case analysis.  The advantage of utilizing the business unit’s performance information and records will give the overall corporate accumulated KMS.

To conclude, PAL Company is one good example of using its SBU evaluation data for the overall corporate appraisal.   The operation of PAL lately reach the international regions of Europe and the Americas.  PAL today are adding more units of their jets and the international routes as well.  Realizing all these global market growth and the corporate appraisal as well requires a basic and thorough analysis of its SBU’s

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