|
2Ns Structural Marketing |
|
Strategy & Planning |
|
Combining Strategy and Planning, and calling it Strategic Planning, is one of the biggest mistakes organizations make. Strategy and Planning are fundamentally different functions.
Strategy is about the How and Why. It answers questions that relate to your goals and objectives, questions you should be asking before you think about planning. Why is this particular strategy going to help you reach your goals, and Why is it the best one? How is it going to do get us where we need to be?
Planning is a tactical exercise. Once you have set your goals and objectives and determined the best strategies to reach those goals, Planning takes place to put those strategies into action. Planning addresses the Who, What Where, and When; What are you going to do, Who is going to do it, Where are they going to do it, and When will it take place.
Strategy doesn’t change just because we are in a recession or if someone invents radio, television, the personal computer, or the Internet. Strategy only changes when it succeeds or fails.
Tactics, on the other hand, change and change often. Every time there is a new technology, a change in the economy, or a sociological shift, tactics must change to both meet the change and to take advantage of any opportunities it presents. This is why tactical planning should seldom exceed a one year scope; beyond that most plans become obsolete. (How many obsolete “strategic plans” are on your shelves?)
2ns facilitates a process through which organizations work to define their goals and objectives, and identify the most effective strategies. Using this Strategic Framework, 2Ns will work with your team to determine the tactical elements needed to begin the planning process for the first year, and put into place guidelines that will help your organization plan in the future. The actual plan is created internally by your team using the building blocks from our workshops, guidance from 2Ns and the resources of your organization. |
