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The Strateav Planninq Process <br />The attached diOgram identifies them major cor,ponent step, of the strategy <br />planning process, and outlines the flow of logic hich must unde;•lie <br />the development .of a sourd strategic plan. <br />1. Staten t of ..ompan 1lission and Objectives <br />The statement of company mission and objectives is the basic <br />starting point for strategic planning. Th,-, %tatrment of mission <br />defines the Operating Company's essential nature and character. <br />It describes the Company's role in the Cot ration, how it will <br />contribute to the Corporate Strategy, its market position in terms <br />of target customer segments and gecgraphical markets, its major <br />strategic appeals to these customers, and its current performance <br />objectives. The statement of mission, in short, defines ghat the <br />• company is now and what it is to beLorne. <br />2. External Analysis <br />The extern, analysis involves an assessru' • of major .:nvironmental <br />trends arid. their likely impact on the ca.+pany's future. This includes <br />an analysis of long term econamic trends, consumer rtiarket trends, <br />eori. Ptitive trends, public pol'cy trends, and other key external <br />tirces impact ng on the busi i ss The result of the external <br />analysis <br />is the <br />idcntification of a <br />limited <br />number <br />(2 - 4 ) <br />of <br />key <br />external <br />thre.-A,: <br />i,nd cppartunities: <br />That. is, <br />the , <br />e or <br />two <br />major <br />