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Examines the success of AC Rochester, a division of General Motors, involved in the storage and delivery of fuels. Investigates their response to global competition in the 1980s and the grading of the company products, Red, Yellow and Green, according to their ability to compete globally. Considers the development of the marketing plan and the information required regarding competitors that will enable the company to out‐position its rivals. Illustrates the need for flexibility in the process in order to adapt to changing environmental conditions, e.g. new products. Concludes that the gathering of input and theeffective transformation into meaningful information is essential to managerial decisions regarding the company and its environment.