Marketing Glossary - Demand - Strategic Planning

Strategic Planning

What is Strategic Planning?

Strategic Planning is the process of defining a direction for an organization and making decisions on allocating resources to pursue this strategy.


Strategic Planning involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions. It provides a roadmap for an organization to follow in a systematic and structured manner.

Real World Example:

A university may use strategic planning to improve its national ranking. It sets specific goals for research output, student satisfaction, and faculty recruitment. By allocating funds and resources toward these goals, it aims to enhance its overall academic reputation and attract more students and funding.

Key Takeaways:

  • Goal Setting: Establishing objectives to guide the organization's direction.
  • Resource Allocation: Distributing the necessary resources to achieve the goals.
  • Action Plans: Developing detailed plans to reach the strategic objectives.
  • Performance Monitoring: Tracking progress and adjusting strategies as needed.

Top Trends:

  1. Emphasis on sustainability and ethical practices in strategic planning.
  2. Incorporation of data analytics to inform and adjust strategies.
  3. Agile strategic planning to quickly respond to market changes.


How often should strategic planning be done?

Typically, it’s done annually, but it can be more frequent depending on the organization's needs.

Who is involved in the strategic planning process?

It usually involves senior management, but can also include employees, stakeholders, and consultants.

Can strategic planning be applied to small businesses?

Yes, strategic planning is critical for businesses of all sizes to provide direction and focus.

What is a strategic plan document?

It’s a written document that outlines an organization's strategic goals and the actions needed to achieve them.

How does strategic planning impact an organization's success?

It helps in setting clear objectives, optimizing resource use, and providing a direction for future growth.