Strategic Planning in the Small Business

Unit

3

Content

Process

" Flexibility and

Adaptability

"

Strong Consumer Orientation

Hand out a

reading on distinctive

* Reputation and

Image

competence (H03-1).

" Personnel

Remember,

a firm can only

recognize one

of

these nine areas as a

competency if the

customer

perceives it as a

competency.

D. Relating

distinctive competencies

to

relevant

business opportunities

The determination

or recognition

of a

firm's distinctive competency

is one of the

critical, culminating

events of the

analysis

phase of strategic

planning.

The distintive

competency of

the business

becomes the focus or

driving force around

which

relevant business opportunities

are

chosen, mission

and goal statements

arran­

ged, and strategic

actions structured.

The tationale for

this statement can best

Put up TP 3.0b:

Refined Analysis

Stage

be

understood by reviewing

the situation

of Strategic Planning.

analysis

phase of the strategic

planning

process.

First,

environmental analysis

yields a Review

each stage of

the process.

series

of environmental opportunities.

These are then

subjected the scrutiny

of

internal analysis

to determine if,

in fact,

they are

relevant business opportunities.

As a simultaneous

process, environmental

and

internal analysis permit

the firm to

clearly

recognize its

distinctive

competencies
and capabilities.

Then,
the range of relevant
business op­

portunities
are evaluated from
the per­

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