- At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission. This mission is then turned into detailed supporting objectives that guide the entire company. Next headquarters decides what portfolio of businesses and products is best for the company and how much support to give each one.
- The strategic planning process sets the stage for the rest of planning in the firm. Companies usually prepare annual plans, long-range plan, and strategic plans.
- The firm trough the strategic planning process of developing and maintaining a strategic fit between the organization‘s goals and capabilities and its changing marketing opportunities.