Strategic planning is defined as:
“The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
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Mission StatementMission statement: The organization’s purpose, what it wants to accomplish in the larger environment
Market-oriented mission statement: Defines the business in terms of satisfying basic customer needs
Business Porfolio
The business portfolio is the collection of businesses and products that make up the company.
A strategic business unit (SBU) is a unit of the company that has a separate...
