Global strategy - a conceptual framework
What kind of global plan?
Current planning practices
Customising global marketing
Planning in the global enterprise
Requirements for a successful global marketing plan
Grouping world markets for product planning
Developing a marketing plan . Guideline for cultural analysis.
Guideline for economic analysis
Guideline for a market audit and competitive market analysis
I Guideline for a preliminary marketing plan
Key terms index
A strategic plan is based on an assessment of the environment, the organisation, and the values of organisation stakeholders. By pulling together information from all sources, the planners must identify key assumptions about major trends, customers, competitors, and governments. This analysis and identification of facts and key assumptions leads to an assessment of opportunities, threats, and trends. The fact that this is the way it should be done does not mean that it is always done this way. For example, Juan Trippe, the former chief executive officer of Pan American, was famous for not conducting market studies before making company decisions about equipment purchases. According to one observer, Trippe "would not have looked at market analysis. There was no planning department in Pan Am. Trippe sat in his corner office, made plans, and then made them come true."