Strategic Planning

Read this chapter, which examines the strategic planning process companies go through to develop, price, promote, and sell their products and services. The first section explains the value proposition and will help you understand why a company may develop different value propositions for different target markets. After reading the chapter, complete the discussion questions at the end of the chapter.

Developing Organizational Objectives and Formulating Strategies

Review Questions

  1. How do product development strategies differ from market development strategies?
  2. Explain why some strategies work for some companies but not others.
  3. What factors do firms entering foreign markets need to consider?
  4. How do franchising and licensing strategies differ?