MARKETING: Strategic Planning and Leadership

Column by Elena Vasconez


Well-managed, competitive companies have accepted the leadership challenge of creating an effective strategic plan for their business and sharing it with everyone in the organization. In doing so, they position themselves to respond to opportunities rather than react to unstable market conditions and competitive pressures.

Too many business people view weak market conditions or a poor economy as the reason for their lack of success. However, even in the worst economy, leaders in every field emerge victorious. Why? Because they realize that success is not based on the conditions of the world, but on the decisions they make and the goals that they choose to set and achieve.

Success doesn't just happen. It happens because they predetermine their success, develop a plan, set goals, and make it happen.

Planning the future of a business entails four stages:

  1. Understanding the current condition both inside, as well as outside the company.
  2. Visualizing and identifying the future as the business owner wants it to be.
  3. Determining the goals that must achieved and planning their achievement.
  4. Implementing the plan.

Leaders who take the time to create and communicate a vision, a strategy, and a plan find that they are able to create a level of motivation and commitment that fuels continuously higher levels of achievement. They are also able to attract highly skilled, motivated, and innovative people and have the ability to propel an otherwise mediocre business into one of power and respect.



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