Strategic Plan

Strategic Plan

The preparatory phase of a business plan relies on planning. The first chapters of a business plan include Analysis of the Current Situation and Marketing Plan Strategy and Objectives.

Analysis of the current situation – past year

  • Business trends analysis
  • Market analysis
  • Competitive analysis
  • Market segmentation
  • Marketing-mix
  • SWOT analysis
  • Positioning – analyzing perceptions
  • Sources of information

Marketing plan strategy & objectives – next year

  • Marketing strategy
  • Desired market segmentation
  • Desired marketing-mix
  • TOWS-based objectives as a result of the SWOT
  • Position & perceptual gaps
  • Yearly sales forecast

According to Arieu, “there is strategic consistency when the actions of an organisation are consistent with the expectations of management, and these in turn are with the market and the context” (S.K. Sharman in Human Resource Management: A Strategic Approach to Employment)

Source – wikipedia

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