Strategic Planning Process
  Situation Analysis
  An in-depth analysis of the organization’s internal and external 
  environments
  Marketing Plan
  A written document that provides the blueprint or outline of the 
  organization’s marketing activities, including the implementation, 
  evaluation and control of those activities
                   Mission vs Vision
    MISSION                         Vision
    Answers… “What business are 
    we in?”                        Answers… “What do we want to 
    Clear and concise              become?”
    Explains the organization’s    Tends to be future oriented
    reason for existence           Represents where the 
                                   organization is headed
         Elements of Mission
  Elements of the Mission Statement
  Five basic questions to be answered:
  Who are we?
  Who are our customers?
  What is our operating philosophy?
  What are our core competencies or competitive advantages?
  What are our responsibilities with respect to being a good steward of
   our human, financial, and environmental resources?
                 Apple's Mission
    “Apple designs Macs, the best personal 
    computers in the world, along with OS X, 
    iLife, iWork and professional software. Apple 
    leads the digital music revolution with its 
    iPods and iTunes online store. Apple has 
    reinvented the mobile phone with its 
    revolutionary iPhone and App Store, and is 
    defining the future of mobile media and 
    computing devices with iPad.”
             Facebook's Mission
    “Facebook's mission is to give people the 
    power to share and make the world more 
    open and connected.”