Strategic Planning Issues
In very simple terms, strategic planning is
a process that examines the corporate or business environment and seeks to
define your organization's position in it, and, just as important, determine
where opportunities are for you in that environment. Basically, strategic planning answers the questions:
Where are we? Where do we want to be?
Once these two critical questions are addressed, direction can be given to
product, advertising and communications developers to steer the organization
in the proper direction.
Information that will support product and marketing development include . .
.
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Identification of target markets and source of
business
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Identification of purchase motivations
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Establish desired market response
Research Suggestions to Assist Strategic Planning
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Corporate image investigation
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Buyer and target market surveys
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Consumer needs and satisfaction research
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Market segmentation and perceptual mapping
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Trade-off and conversion modeling
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Competitive analysis
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Search of secondary data sources
For an overview of the role of strategic planning, advertising and product
development, and market monitoring in the corporate development process
please refer to the following document:
Corporate Development Process
Research
for Marketing and Communications