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Unit 2: Strategic Planning
No marketing/advertising Notes
No focus on margin management
Sales/price controls lapsed since 1997
Lack of technological expertise
Too much inventory
Too many products and market segments
Serving unprofitable markets
Did not invest in technology
Did not exploit product and market opportunities
Opportunities are often the product of fundamental trends or conditions developing or appearing
outside of the company.
Example: Changes in specialisation, consolidation, diversification, economic conditions,
lifestyles, and technology are all examples.
Seeing or recognising the development of trends or changes comes from a number of important
activities that are expected of the key leaders, managers and owners of the business. Two suggested
activities include reading industry and general interest publications and constantly benchmarking
inside and outside your own company and industry to identify and evaluate potential
opportunities. Following are examples of company opportunities:
Example: SWOT: Opportunities
Growth through market segmentation
Regional growth trends
Inside sales optimisation through training
Realign key management responsibilities
New distribution model needed
Master technology strategy
Threats are the obstacles the company faces in trying to accomplish its mission, vision and
strategic goals. Threats may include items such as competitor first mover advantage on new
technology or new products. Threats may come from changes in government regulation, or
lender covenants. Recognition of real or perceived threats is important in the development of a
strategic plan and critical to avoiding surprises that hinder goal achievement. Following are
examples of threats:
Example: SWOT: Threats
Distribution channel is maturing
Consolidation and strength of competition
Misreading trends in market segmentation
Gas prices and consumer market changes
Maturing/dying markets in areas of core competency
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