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.

Meeting customers' needs
Travis Perkins logo

Learn how Travis Perkins employed strategy theory to prosper in the construction industry by downloading our premium case study.

Positioning the brand
Chap Stick logo

Find out how Chap Stick applied strategy theory to succeed in the healthcare industry by downloading our premium case study.

The marketing mix in the food industry
McCain Foods logo

Learn how McCain Foods employed strategy theory to succeed in the food & drink industry by downloading our premium case study.

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

Discover how Argos employed strategy theory to prosper in the retail industry by downloading our premium case study.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Learn how Parcelforce Worldwide employed strategy theory to succeed in the logistics industry by downloading our premium case study.