STRATEGIC PLANNING

Strategic Planning



Strategic Planning

Introduction

There is, however, yet another approach to marketing: “pluralistic”. Consider the company (a major European travel company, the name of which has been disguised), which deals with multiple market segments and approaches each of these segments differently. In order to capture new customers, or customers who had not thought of leaving for holiday, it regularly displays last-minute deals in its shop windows (e.g. “Málaga, flight and seven-days accommodation. Two persons. Price only 150. Departure this Saturday”). (Kotler & Keller 2009 )

Strategic Planning

Any successful organization will have a strategic business plan, a document that states the ...