1. The Strategic Planning Process
Chapter 16

2. Strategic Plan
A structured but flexible document that concisely states what the corporation wishes to achieve and how it plans to reach this goal.

3. Strategic Planning Preface Executive Summary
Competitive and Environmental Assessment
Mission Statement
Goals and Objectives
Strategies and Tactics
Driving Forces

4. Strategic Planning Recommendations Visions Slogans Issues
Measurements and Results
Budget
Appendices

5. Preface
Introductory statement that briefly delineates what the document is all about or what to expect in the document.

6. The Executive Summary
This is the key to presenting, communicating, and convincing those you need for support to listen and to read on.
The summary should articulate your mission statement, goals and objectives, strategies and tactics, as well as state the recommendations.

7. Competitive and Environmental Assessment
Provides a realistic assessment of the your strengths, weaknesses, opportunities, and threats (SWOT analysis) and then takes a close look at the competition.

8. Strength
An asset or a resource which can be used to improve the competitive situation.
Examples:
Quality
Location
Pricing

9. Weakness
A lack of a resource or capability that may cause you to have a less competitive position which can adversely affect your business.

10. Opportunities
Developed from your strengths or set of positive circumstances that can create a favorable situation.

11. Threats
Problems that focus on your weaknesses and that can make for a potentially negative situation.

12. The Mission Statement
A concise narrative statement summarizing your objectives and ultimate goals.
Provides a clear direction.
Basis for communication.
Asserts a philosophy for doing business.
Basis for evaluating your performance.

13. Goals and Objectives Goals are both qualitative and quantitative.
What needs to be accomplished during the time frame of a plan
Must be specific
Measurable in a quantifiable manner
Relate to a specific time period
Focus on affecting the behavior of your market

14. Strategies and Tactics
Strategies are simple action plan statements that detail how the plan objectives will be achieved.

15. Strategies and Tactics
Specific items or steps needed to implement the strategies.

16. Recommendations For both a short term and long term perspective.
Related to the objectives from the goals and objective section.

17. The Vision
A statement which vividly describes the desired outcome of the overall strategic plan.
May also present alternative scenarios for its future while providing both direction and purpose for the interim strategies and activities.

18. The Slogan
Helps build identity and can convey a position in the marketplace.
Becomes a rallying point in which everyone can identify with.

19. Issues
Issues will surface during the development of a strategic marketing plan.
Collect issues and discuss them at the end of the plan document.
Addressing the issues at the end of the plan enables the plans to be put into perspective.

20. Measurements and Results
To be successful, all activities in the plan must be measurable.
Achieved in two ways:
Results are specific and quantifiable.
Results are tied into key dates, milestones, or timetables.
Qualitative results can be measured by:
Polls
Image assessments
Opinion surveys

21. Measurements and Results
Specifying these expectations is critical in determining which goals are being achieved, and as a result, whether strategies need to be modified.

22. Budget and Planning
Determine the plan’s priorities and the cost associated with their execution.
Weigh what needs to be accomplished with what is affordable.
Numerous scenarios or options may be selected, and each may be inter-linked with existing and new marketing strategies.

23. Appendices Relevant statistical data and research findings.
Help ensure that the document will remain an action document.
What is included:
Contacts list for research information
Potential acquisitions
New product development schedules