When thinking about making plans, setting goals and objectives for a particular business or executing a certain project, you are thought to make a strategic planning. But what is in fact a strategic planning and what are its benefits or objectives?
Published by: Bruna Lopes Valente, August 20, 2017. Posted in: Admins Portal
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The objective of the strategic Planning is to guide and reorient the company’s business and products in order to generate satisfactory profits and growth.
“Strategic planning is defined as the managerial process of developing and maintaining a reasonable adequacy between the company’s objectives and resources and the changes and market opportunities.” (RODRIGUES, Apud KOTLER,1992, p. 63)
The strategic planning arose in the early 70 years due to rising crises such as oil prices, wars between Arab and Israeli inflation, high rates of unemployment among others. It was there that the entrepreneurs saw that they needed to plan in a different way since, in the decades of 50 and 60, the planning was done only in an operational way.
The strategic planning can vary between the degree of interaction between an organization and the environment, which can be positive, neutral or negative, this will depend on the strategic behavior assumed by the organization in the environment that the Organization is inserted.
“Strategic planning is the continuous process, systematically and with the greatest possible knowledge of the future contained, make current decisions that involve risks; Systematically organise the activities necessary for the implementation of these decisions, through an organized and systematic feedback, to measure the outcome of these decisions in confrontation with the expectations fed. ” (DRUCKER, apud CHIAVENATO & SAPIRO, 2003)
Strategic planning is not simply conducting a search for affirmation of a company’s aspirations or intentions, it is actually a means of implementing a plan of actions so that the aspirations and intentions of this company become reality in a Certain deadline.
In a strategic planning it is possible to identify some steps such as:
- Definition of company values, such as vision and mission;
- Analysis of the external environment, the opportunities and threats to the company;
- Analysis of the internal environment, more concretely the strengths and weaknesses of the company;
- Analysis of the current context of the company through SWOT analysis-Strengths (strengths), Weaknesses (weaknesses), opportunities and Threats (threats);
- Definition of objectives and goals, that is, what the company intends to achieve. Where and when you plan to arrive. It is important to know how to identify the target audience of each action and each objective;
- Formulation and implementation of the strategy, where the plan is chosen to achieve the goals and objectives previously defined. In formulating strategies, it is important to check the resources available for
- The implementation of the strategy, and define which resources apply more appropriately to the strategy chosen;
- Obtaining feedback and control, where the responsible check the results of the strategic planning.
The mission of an organization is the reason for its existence, why it exists. The mission statement is usually a short statement, which highlights the company’s activities. It must be achievable and market-oriented that the company wants to follow and should still lead to objectives and goals.
The company’s vision is the definition of where the company wants to be in a certain period of time, is the description of the desired future for the company. It’s something responsible for guiding the organization.
The goals of a company are the results the organization intends to achieve. Certain companies use the objectives as a basis for making their strategic planning. When defining the objectives, it is important that the company create certain criteria such as which market will reach, what desirable invoicing, number of customers to be reached.
The goals are hand-holding with the objectives, are tasks to be executed in a given time, so that the goal is achieved. Goals should be measurable beyond realistic.