Every company designs strategic plans to achieve their set objectives and goals. These plans can be short, medium, or long-term, according to the size and scope of the company.
It is very important that the company specifies accurately and carefully its mission. The mission is fundamental since it represents the operative functions that the company is going to perform in the market and supply to the consumers.
For a company, it is very important to define its mission, and if they are carefully devised they are a source of success for the company. Revised missions have turned the destiny of many companies.
In the following report, a Strategic Marketing Plan for the Corporate International Department of the Raiffeisenlandesbank Steiermark Bank is introduced. The first part introduces the theoretical description to take into account for its development. The second part is basically a departmental analysis, to then set the objectives and goals on the base of the needs of the Market and the results from the last 12 months, together with the application of this Strategic Marketing Plan. Strategic Planning is a management system that moves the focus from “what to achieve” (objectives) to “what to do” (strategies). With Strategic Planning the aim is to focus on those objectives that are possible to achieve and in what business or area to compete, in correspondence with the opportunities and threats that the environment offers.
The essence of strategic planning is the systematic identification of the opportunities and threats that will arise in the future, which, combined with other important data, supply the base for a company to make better decisions in the present to exploit opportunities and avoid dangers. Strategic planning demands four, well-defined stages: mission statement and organisational objectives, analysis of company strengths and weaknesses, environment analysis, and strategy statement.
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