| Strategic planning is concerned about the overall direction of the business. It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other business issues. |
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| The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. |
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| Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the “environment”. |
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| Fortune can help you to: |
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Identify sources of competitive advantage |
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Gain commitment to a strategy |
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Get resources needed to invest in and build the business |
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Inform stakeholders in the business |
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Set objectives and strategies |
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Measure performance
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