The type of business plan and how it is communicated and implemented
depends on the size and nature of the business. Some organisations have an
overarching business plan developed by senior management; executives are
then charged with the responsibility of ensuring each department has its own
operational plans that align with the objectives stated in the business plan.
Large conglomerates such as General Electric, Hitachi and Samsung, have
multiple levels of strategic and operational plans for the individual divisions,
countries of operation and the various manufacturing groups.
Each plan should specify the characteristics of the particular target market/s for
the specific division, section or team. The market research should focus on the
needs within that market and report back to that divisional management team.
Customer service is orientated towards the results of the individual division’s
market analysis.
Small businesses generally focus on primary marketing areas such as franchise
districts or demographic determinants; for example, the baby furniture market,
denture provision or army surplus customers.
Business planners are therefore able to narrow down the market and collect
specific market data to enable quality customer service planning