Types of plan

Strategic Planning Process

1. Corporate Level
2. Business Level
3. Product Level

Higher levels (corporate) govern lower level planning processes. Strategic planning requires:

1. Planning
2. Implementation
3. Control

Corporate Strategic Planning

1. Identify the company's Mission
2. Identify Strategic Business Units
3. Allocate Resources across Strategic Business Units
4. Growth Strategies for Strategic Business Units

Strategic Business Unit Planning

Provides the context for the preparation of the marketing plans for the unit’s products and services

1. Defining Business Mission
2. Analyzing External (economic, demographic, technology, political, legal, socio and cultural, markets, competitors, collaborators etc.)
3. Analyzing Internal Environment (competitive advantages, vulnerabilities, positioning)
4. Choosing Objectives and Goals (specific, measurable, achievable and consistent)
5. Developing Business Strategies (cost leadership; differentiation; focus)
6. Preparing Programs
7. Implementing Programs
8. Gathering Feedback and Exercising Control