2. Two Definitions
Strategy: Plan of action unique to
your organization and industry.
If it’s not unique, it’s not strategic.
Planning: Process of developing ways
to achieve goals and objectives.
3. Elements of the Plan
A. Situation Analysis
B. Goals and Objectives
C. Strategies and Tactics
D. Allocation of Resources
E. Measurement and Review
F. Executive Summary
4. Situation Analysis
A. Organization history and structure
B. Products, services and ideas
C. Geography, markets and audiences
D. Competitors, e.g. SWOTs:
Strengths|Weaknesses|Opportunities|Threats
E. Economic conditions
F. Other relevant outside influences
5. Tracking Logic
The logic behind all strategic plans:
Every SWOT listed in the Situation
Analysis must be addressed by one
or more goals, strategies and tactics.
7. Goals & Objectives
Goals are general aims of an organization,
but always achievable
Objectives are specific milestones that
need to be met in achieving the goals
Goals and objectives must follow from the
SWOT data in the Situation Analysis
Goals and Objectives are also synonyms—
interchangeable, but interrelated
8. Strategies & Tactics I
A strategy is the result of incisive
thinking about “the situation”
A strategy must be unique, not only
for your organization, but also for
the industry in which you operate
A strategy may be general, but it must
be customer-focused and creative
9. Strategies & Tactics II
Tactics are specific ways in which the
strategies must be implemented
Tactics are often called Logistics,
meaning how resources are allocated
Note: A tactic can be applied to more
than one strategy
11. What’s Creativity?
Creativity derives from an intimate
knowledge of the tools and techniques
of one’s specific endeavor, trade or
profession—and of others’.
Intimacy is closeness of observation,
knowledge and practice.
12. Allocation of Resources
A. Labor (internal, external, both)
B. Facilities (local, national, foreign)
C. Equipment
D. Materials
E. Other (depending on strategy)
F. Budgeting (investment required,
separate from a P&L statement)
13. Measurement & Review
“You can't manage what you don't
measure” (old business maxim)
So, we track and measure all metrics
associated with the goals, objectives,
strategies, tactics and logistics...
Plus all the associated costs in time
and money
14. Executive Summary I
Length should be two pages, but
no more than five
Content should summarize key points
Don’t include supporting details
Conclusions should be concise and
clear
15. Executive Summary II
Conclusions should be summaries
of all parts of the Strategic Plan:
● Situation Analysis
● Goals and Objectives
● Strategies and Tactics
● Allocation of Resources
● Measurement and Review
16. Conclusion
Every organization needs a strategic
plan, but some can’t develop one, for
various reasons: lack of time, lack of
personnel, lack of knowledge. In this
case, the best solution is to work with
an individual or agency that has the
capability of building one for you.
17. Our Brief Ad
Our work is based on more than 25
years of progressive experience in
market research, public relations,
advertising, sales promotion and
marketing management for many
organizations in diverse fields,
including 12 Fortune 500 companies.
18. Chodorow Promotions
“Just good marketing, by all means!”
19014 Stone Brook•Chapel Hill, NC 27517
(919) 968-8985•dmchodorow@bellsouth.net
dchodorow.homestead.com
