{"id":27,"date":"2014-08-19T07:17:00","date_gmt":"2014-08-19T07:17:00","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmktg1x2kscope\/?post_type=chapter&p=27"},"modified":"2019-06-25T12:19:56","modified_gmt":"2019-06-25T12:19:56","slug":"2-4-where-strategic-planning-occurs-within-firms","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/chapter\/2-4-where-strategic-planning-occurs-within-firms\/","title":{"raw":"Where Strategic Planning Occurs within Firms","rendered":"Where Strategic Planning Occurs within Firms"},"content":{"raw":"
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Learning Objectives<\/h3>\r\n
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  1. Identify the different levels at which strategic planning may occur within firms.<\/li>\r\n\t
  2. Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives.<\/li>\r\n<\/ol>\r\n<\/div>\r\nAs previously mentioned, strategic planning is a long-term process that helps an organization allocate its resources to take advantage of different opportunities. In addition to marketing plans, strategic planning may occur at different levels within an organization. For example, in large organizations top executives will develop strategic plans for the corporation as a whole. These are corporate-level plans<\/span><\/span>. In addition, many large firms have different divisions, or businesses, called strategic business units. A strategic business unit (SBU)<\/span><\/span> is a business or product line within an organization that has its own competitors, customers, and profit center for accounting purposes. A firm\u2019s SBUs may also have their own mission statement (purpose) and will generally develop strategic plans for themselves. These are called business-level plans<\/span><\/span>. The different departments, or functions (accounting, finance, marketing, and so forth) within a company or SBU, might also develop strategic plans. For example, a company may develop a marketing plan or a financial plan, which are functional-level plans.\r\n\r\nThis figure shows an example of different strategic planning levels that can exist within an organization\u2019s structure. The number of levels can vary, depending on the size and structure of an\"\"<\/a> organization. Not every organization will have every level or have every type of plan.\r\n\r\n<\/div>\r\nThe strategies and actions implemented at the functional (department) level must be consistent with and help an organization achieve its objectives at both the business and corporate levels and vice versa. The SBUs at the business level must also be consistent with and help an organization achieve its corporate-level objectives. For example, if a company wants to increase its profits at the corporate level and owns multiple business units, each unit might develop strategic plans to increase its own profits and thereby the firm\u2019s profits as a whole. At the functional level, a firm\u2019s marketing department might develop strategic plans to increase sales and the market share of the firm\u2019s most profitable products, which will increase profits at the business level and help the corporation\u2019s profitability. Both business level and functional plans should help the firm increase its profits, so that the company\u2019s corporate-level strategic objectives can be met.\r\n\r\nFor example, take PepsiCo, which has committed itself to achieving business and financial success while leaving a positive imprint on society. PepsiCo identifies its three divisions (business units) as (1) PepsiCo Americas Beverages, which is responsible for products such as Pepsi soft drinks, Aquafina waters, Tropicana juices, and Gatorade products; (2) PepsiCo Americas Foods, which is responsible for Frito-Lay and Quaker Oats products; and (3) PepsiCo International, which consists of PepsiCo\u2019s businesses in Asia, Africa, Europe, and Australia. To support PepsiCo\u2019s overall corporate strategy, all three business units must develop strategic plans to profitably produce offerings while demonstrating that they are committed to society and the environment.\r\n\r\nAt the functional (marketing) level, to increase PepsiCo\u2019s profits, employees responsible for different products or product categories such as beverages or foods might focus on developing healthier products and making their packaging more environmentally friendly so the company captures more market share. For example, the new Aquafina bottle uses less plastic and has a smaller label, which helps the environment by reducing the amount of waste.\r\n\r\nOrganizations can utilize multiple methods and strategies at different levels in the corporation to accomplish their various goals just as you may use different strategies to accomplish your goals. However, the basic components of the strategic planning process are the same at each of the different levels. Next, we\u2019ll take a closer look at the components of the strategic planning process.\r\n

    Small Business Planning<\/h1>\r\nThe description above obviously assumes that the organization is a large corporation with many different business units. Strategic planning happens in organizations of all sizes. When one individual starts a new business strategic planning is perhaps even more important. That individuals must assess its market and competition, identify the economic forces, understand its target market, identify opportunities and chart a strategy for success.\r\n\r\nThe tools and processes defined for strategic planning and analysis can be used in any organization and do not require corporate level executives in order to be completed successfully.\r\n
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    Key Takeaway<\/h3>\r\nStrategic 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.\r\n\r\n<\/div>\r\n
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    Review Questions<\/h3>\r\nhttp:\/\/www.openassessments.com\/assessments\/428\r\n\r\n \r\n\r\n<\/div>","rendered":"
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    Learning Objectives<\/h3>\n
      \n
    1. Identify the different levels at which strategic planning may occur within firms.<\/li>\n
    2. Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives.<\/li>\n<\/ol>\n<\/div>\n

      As previously mentioned, strategic planning is a long-term process that helps an organization allocate its resources to take advantage of different opportunities. In addition to marketing plans, strategic planning may occur at different levels within an organization. For example, in large organizations top executives will develop strategic plans for the corporation as a whole. These are corporate-level plans<\/span><\/span>. In addition, many large firms have different divisions, or businesses, called strategic business units. A strategic business unit (SBU)<\/span><\/span> is a business or product line within an organization that has its own competitors, customers, and profit center for accounting purposes. A firm\u2019s SBUs may also have their own mission statement (purpose) and will generally develop strategic plans for themselves. These are called business-level plans<\/span><\/span>. The different departments, or functions (accounting, finance, marketing, and so forth) within a company or SBU, might also develop strategic plans. For example, a company may develop a marketing plan or a financial plan, which are functional-level plans.<\/p>\n

      This figure shows an example of different strategic planning levels that can exist within an organization\u2019s structure. The number of levels can vary, depending on the size and structure of an\"\"<\/a> organization. Not every organization will have every level or have every type of plan.<\/p>\n<\/div>\n

      The strategies and actions implemented at the functional (department) level must be consistent with and help an organization achieve its objectives at both the business and corporate levels and vice versa. The SBUs at the business level must also be consistent with and help an organization achieve its corporate-level objectives. For example, if a company wants to increase its profits at the corporate level and owns multiple business units, each unit might develop strategic plans to increase its own profits and thereby the firm\u2019s profits as a whole. At the functional level, a firm\u2019s marketing department might develop strategic plans to increase sales and the market share of the firm\u2019s most profitable products, which will increase profits at the business level and help the corporation\u2019s profitability. Both business level and functional plans should help the firm increase its profits, so that the company\u2019s corporate-level strategic objectives can be met.<\/p>\n

      For example, take PepsiCo, which has committed itself to achieving business and financial success while leaving a positive imprint on society. PepsiCo identifies its three divisions (business units) as (1) PepsiCo Americas Beverages, which is responsible for products such as Pepsi soft drinks, Aquafina waters, Tropicana juices, and Gatorade products; (2) PepsiCo Americas Foods, which is responsible for Frito-Lay and Quaker Oats products; and (3) PepsiCo International, which consists of PepsiCo\u2019s businesses in Asia, Africa, Europe, and Australia. To support PepsiCo\u2019s overall corporate strategy, all three business units must develop strategic plans to profitably produce offerings while demonstrating that they are committed to society and the environment.<\/p>\n

      At the functional (marketing) level, to increase PepsiCo\u2019s profits, employees responsible for different products or product categories such as beverages or foods might focus on developing healthier products and making their packaging more environmentally friendly so the company captures more market share. For example, the new Aquafina bottle uses less plastic and has a smaller label, which helps the environment by reducing the amount of waste.<\/p>\n

      Organizations can utilize multiple methods and strategies at different levels in the corporation to accomplish their various goals just as you may use different strategies to accomplish your goals. However, the basic components of the strategic planning process are the same at each of the different levels. Next, we\u2019ll take a closer look at the components of the strategic planning process.<\/p>\n

      Small Business Planning<\/h1>\n

      The description above obviously assumes that the organization is a large corporation with many different business units. Strategic planning happens in organizations of all sizes. When one individual starts a new business strategic planning is perhaps even more important. That individuals must assess its market and competition, identify the economic forces, understand its target market, identify opportunities and chart a strategy for success.<\/p>\n

      The tools and processes defined for strategic planning and analysis can be used in any organization and do not require corporate level executives in order to be completed successfully.<\/p>\n

      \n

      Key Takeaway<\/h3>\n

      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.<\/p>\n<\/div>\n

      \n

      Review Questions<\/h3>\n