Strategy illustration Strategy theory

Developing a plan (including external influences)

Plans are developed in order to set out a route map to help in achieving business objectives. Whilst the plan is made by managers with consideration to internal factors such as resources available, the direction of previous plans, the organisations objectives etc, it is also important to consider external influences.

External influences that affect planning include the actions of competitors, and a range of social, legal, economic, and technological factors. A plan therefore needs to be designed to take account of the external environment.

Corporate strategy

For example, if the organisation is planning to expand it is important to make sure that the market will justify such an expansion (which depends on social and economic factors such as consumer tastes and incomes).

The planning process can therefore be illustrated in the following way:


Large companies like Coca-Cola and Kellogg's will create a number of plans. At the highest level they will create an organisation wide plan termed corporate strategy. This will be supported by a range of lower level plans including marketing plans, production plans, advertising plans, human resources plans etc.


Supporting Documents

These downloads will help to put strategy theory into context using real world examples from real businesses.

Re-focussing a company's culture and marketing mix
Argos logo

Find out how Argos applied strategy theory to prosper in the retail industry by downloading our premium case study.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Find out how Parcelforce Worldwide applied strategy theory to prosper in the logistics industry by downloading our premium case study.

Using sports marketing to engage with consumers
Kia Motors logo

Learn how Kia Motors applied strategy theory to succeed in the automotive industry by downloading our premium case study.

Using sponsorship to increase brand awareness
Infiniti logo

Discover how Infiniti employed strategy theory to succeed in the automotive industry by downloading our premium case study.

Innovation in infant nutrition
Cow & Gate logo

Learn how Cow & Gate applied strategy theory to prosper in the food & drink industry by downloading our premium case study.