3. What is strategic planning?
A strategic plan is the defining of the
direction in which the organization wishes to
go and linking this with the resources
available and allocating them in order to
achieve the goal.
4. Questions to answer
What is the current position?
Which avenues to pursue?
What do you need to do?
Who do you need to do it for?
What are your strengths?
How or at what can you excel?
Where do you want to be?
5. What is strategy?
Corporate vision / mission statement with clear aims and
objectives
Evaluation of current situation
Define achievable goals /
objectives /targets
Map possible routes
Set achievable time line
Outline specific actions needed
Plan resources
Process:
6. Tools
Analysis is required (internal and external)
Various tools can be used for this e.g.
SWOT
PEST
ATM
STEER
EPISTEL
8. Guidelines
Methods for assessing the long-term
effectiveness
External influences
Culture
Action plans, policies, training, tactics and
goals
Function of the organization
Tools, skills
Clarity
9. Corporate Culture
Culture matters to the extent that it can help
you achieve your goals. After building a
successful company, it would be a tragedy
if the company culture is such that no one
wants to work there.
Culture affects behaviour and performance
10. Aims, objectives and goals
Set clear and achievable aims and objectives
Set achievable “bite size” goals
Explore various tactics to achieve the overall
aims and short and long terms goals.
Tailor the tactics to suit the market sectors and
targeted markets
11. Strategic Business Units
A strategic business units is a profit centre focused
on a specific product group and or market sector
Action:
– Design business and marketing strategy to be
symbiotic with product ranges, market sectors
or targeted clients
– A large organization could have several SBUs
having their own specific strategy and
marketing whilst following the overall group
aims and objectives.
13. Marketing requirement
Understand the market sectors and
customers’ needs
Make good use of market intelligence
Focus on core strengths
Keep ahead of the game and up to date
Engage with customers and act on
feedback
Monitor trends
14. Become the supplier of choice
To achieve a sustainable advantage over your
competitors you need an edge such as:
Unique selling point
Excellent levels of service / support
Know your customer
Be able to anticipate their needs and provide a
solution
Consistency in quality, reliability, price, service,
etc
15. What influences potential
clients?
Several issues can influence choices but here are a
few to consider:
Market share
Levels of customer satisfaction
Resources
Levels of service / added value
Superior product / system
16. Marketing review
It is healthy to periodically review all marketing
activities in order to:
identify any problem areas,
assess new opportunities,
examine new marketing options,
evaluate marketing performance
compile an action /recommendation plan
17. Inclusion
When formulating the strategic plan be sure to
engage with all team members and be inclusive,
encouraging contribution.
When formulated ensure everyone is on board
and
understands what contribution is required
18. Whilst this is a very basic outline I trust it will
provide a starting point and a basic guide.
Thank you
Editor's Notes
Mission statements may be developed at the SBU level in order to make sense, especially for large organization with diverse business interests e.g. NTUC INCOME and NTUC Fairprice
