Strategic Planning in the Small Business

Handouts:

Handout

3-1:

3-2:

3-3:

3-4:

Distincitive Competence: A Marketing Stra

Establishing a Vision for the Future

Determining the Firm's Mission and Strate

Worksheet #3 - Distinctive Competency,

Statement and Strategic Posture

tegy

gic

Vision, Mission

for Survival

Posture

Class Exercise:

Ask each student to take two minutes to describe (and defend) their distinctive

competencies to the rest of the class.

Assignment:

Complete Worksheet #3

Notes to Instructor:

Whenever possible, encourage each participant to express 'their feelings and to ask

questions.

Stress the fact that a distinctive competency only exists if it is recognized by the firms

customer.

Stress the fact that a mission statement should not be a lengthy document. It should

be short and concise.

Ma,..e sure participants know they can adopt multiple strategic postures. However,

the instructor should stress the fact that business owners should not spread

themselves too thin.

Note the fact that stra'egic posture is very simila to the concept of "positioning"

covered in Units 1 and 2 of the marketing module and to some extent will be

addressed in the international marketing module.

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