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Strategic planning is a process through which the top management of an organization determines intentions for the future and the means required to reach those objectives. In this way, they develop a vision that provides a framework for the future of the organization. This requires the leaders to define the top priorities, processes, and strategies in order to achieve the long-term vision. A good strategic plan is flexible enough to counter any changes that may occur within the business environment for proper adjustment and adaptation. Marketing relies heavily on strategic planning processes. The planning process involves four key phases, namely visioning, analysis, direction, and recommendation. The conceptual level of the plan comprises the visioning and direction phases (Cassidy, 2016). The detailed level of the plan requires the analysis and recommendation phases, which necessitate constant monitoring and evaluation to ensure achievement of objectives.
The visioning phase involves the initiation and management of the project. This is in order to understand the business situation and vision. A good understanding is the basis of the analysis phase because it requires a thorough examination of the situation. This enables the organization to develop recommendations, solutions, and alternatives (Cassidy, 2016). In the direction phase, it is vital to develop vision and direction for the plan before identifying the key projects. Once completed, the recommendation phase will lead to the development of a roadmap that will fully justify the need for investment in a particular business (Cassidy, 2016). It becomes necessary to communicate the strategic plan to the organization’s staff to provide proper direction for their collective efforts. This plan requires ease of documentation for proper understanding by the entire organization, with the success of the plan relying heavily on the support of all staff members.
Cassidy, A. (2016). A Practical Guide to Information Systems Strategic Planning. CRC Press.
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