Strategic planning is a whole complexspecial measures aimed at the development of certain development strategies. The strategic planning system includes four areas of activity for making managerial decisions. This is the distribution of all resources, their adaptation to the external environment, the coordination of their interaction with each other and strategic foresight. In the process of strategic planning, many production issues will be solved, such as the choice of customers and sales markets, external components and production of new products, the need to attract additional resources (financial, labor and technical).
And it should be noted thatthe competitiveness of any production, any company depends on it. It is important that strategic planning allows us to re-create a single, integrated mechanism that works to achieve concrete plans, which allows us to uncover the full potential of the company and its team. The advantages of its implementation are obvious. Strategic planning carries out a strict concentration on critical parameters, minimizes future risks, improves all measures to use existing resources of the enterprise, establishes priority areas, reduces the negative impact of unfulfilled tasks on the overall process.
The absence of strategic planning leadsto the loss of competitiveness of the enterprise as a whole, leads to a management crisis, when the movement becomes chaotic in a large number of different directions and exerts a strong influence from outside.
The most difficult is the strategic financialplanning. Time and money are always limited, and therefore financial planning (allocation of money for individual sectors) should be made based on the principles of strategic urgency and importance.
Strategic marketing planning hasits functional structure, which includes such areas as planning production, its implementation, promotion and price formation. So, for example, the planning of the release of a new product necessarily includes the setting of certain priority tasks, the distribution of responsibility centers, financial support for product promotion and training of maintenance personnel. This is a logical chain of successive actions to select the types of activities and the setting of planned goals, the choice of strategies and the implementation of activities to achieve them within a strictly defined time period. Marketing planning includes various approaches and strategies for generating income (profit): it is an intensive strategy, slow, fast and passive.
An intensive strategy is used ifa wide range of customers, the goods are little known and significant means are required for its promotion. At the same time, buyers who have already tried the quality of the goods are ready to pay for it at an increased price.
Slow profit-making strategyIt is used in case the market capacity is small and there is practically no competition. Thus the goods are familiar to the majority of potential buyers and they are ready to buy it at an overpriced price.
A fast strategy is applied when the market capacity is large enough, high competition in the market, the product is little known to the buyer and with increasing production volumes the product price decreases.
Passive strategy is used when competition in the market is low and the market itself has a large volume, the product is widely known and inexpensive.
Strategic planning as a whole is a choicebusiness directions, a detailed analysis of existing opportunities and external risks, internal analysis of strengths and weaknesses, the formation of a specific strategy, its development, support, monitoring and implementation.