Strategy illustration Strategy theory

The planning process

Plans are developed in order to set out a route map to help in achieving 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 effect 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.

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, Kellogg's, and BT 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.

Using sports marketing to engage with consumers
Kia Motors logo

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

Leading a revolution in banking
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Find out how Intelligent finance used strategy theory to succeed in the financial services industry by downloading our premium case study.

Creating a winning marketing mix
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Find out how JD Sports employed strategy theory to succeed in the retail industry by downloading our premium case study.

Planning effective marketing strategies for a target audience
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Learn how adidas used strategy theory to prosper in the sportswear industry by downloading our premium case study.

Using the marketing mix in the fashion industry
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Find out how Ben Sherman applied strategy theory to succeed in the fashion industry by downloading our premium case study.