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.
Where Strategic Planning Occurs within Firms
Key Takeaway
Strategic planning can occur at different levels
(corporate, business, and functional) in an organization. The number of
levels may vary. However, if a company has multiple planning levels, the
plans must be consistent, and all must help achieve the overall goals
of the corporation.