Definition: The analysis, planning, implementation, and control of programs for meeting organizational objectives.

• is about identifying and meeting both human and social needs.

• enables the organization to assess the needs of the customers in order to develop and execute services to meet those needs by establishing a niche, or specially focused, market.

Definition: a process designed to achieve goals through allocation of resources.

• a process by which the guiding members of the organization envision their future and develop the necessary and appropriate procedures and operations to actualize that future.

• Focus is designed to encompass the organization's emphasis on mission statements, strategic action plans, changes in policies and procedures, environmental factors affecting the organization, the development and execution of new services.

7 Steps

1. Determine those forces or changes that may affect the work of the organization or that may be crucial to its survival.
2. Analyze the organization's Strengths, Weaknesses, Opportunities, Threats (SWOT analysis) and its potential for dealing with change.
3. Develop and evaluate the various strategies available to the organization to meet these opportunities and threats.
4. Revise organizational mission, philosophy, goals, and objectives based on the above.
5. Select the best strategic option that balances the organization's potential with the challenges of changing conditions, taking into account the values of its management and its social responsibilities.
6. Prepare the strategy
7. Execute and evaluate the strategy.

1. Assess the External and Internal Environment
   
   
2. Review of Mission Statement, Philosophy, Goals, and Objectives
   
   
3. Identification of Strategies
   
   
4. Implementation
   
   
5. Evaluation

S.pecific

M.easurable

A.greed On

R.ealistic

T.ime Bound

• Determine organization-level missions, objectives, and goals.
  
  
• Analyzing organizational strengths and weaknesses.
  
  
• Analyzing external threats and opportunities.
  
  
• Setting marketing missions, objectives, and goals.

1. Assessment
   
   
2. Planning
   
   
3. Implementation
   
   
4. Evaluation