Abstract:
In today’s competitive and challenging ambience, organizations emphasize on establishing sustainable and profitable relationships with their customers. In both theory and practice, traditional marketing emphasized always on attracting new customers and increasing the sale while today, this attitude is changed and marketers are facing with new facts. The purpose of present project is to identify the best marketing plan. Either company has to adopt outsource marketing or to build In-House marketing. This is a case study of Benson Pharmaceutical Pvt Ltd. The adapted questionnaire is used to gather the data from respondents. The situational analysis followed by SWOT analysis is conducted to find out the pros and cons of outsource and In house marketing. The statistical technique is used to find out the results. The descriptive statistics and frequency tables are presented. The results of study are presented in form of tables and graphs. It is concluded that there is number of barriers and challenges in making inhouse marketing department. The trained sales force is not easily available. It is concluded that outsource marketing is useful for new companies because companies can focus more on their core businesses by outsourcing their marketing activities.
