SBU Strategic Planning
Provides the context for the preparation of the marketing plans for the units products and services.
Defining Business Mission
Analyzing External Environment (OT) (economic, demographic, technology, political, legal, socio and cultural, markets, competitors, collaborators etc.)
Analyzing Internal Environment (SW) (competitive advantages, vulnerabilities, positioning)
Choosing Objectives and Goals (specific, measurable, achievable and consistent)
Developing Business Strategies (cost leadership; differentiation; focus)
Preparing Programs
Implementing Programs (McKinsey 7-S Framework)
Gathering Feedback and Exercising Control
If goal is to grow a business by 15%, what other data are relevant to judge the merits of the goal?
Discussion Topic: Create a SWOT analysis of your own business (business unit).
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