Strategic Planning in Practice: A Creative Approach
Paul Ruocco
(Marketing Manager of Alcan Consumer Products, Amersham, UK)
Tony Proctor
(Head of the Management Department at Keele University,
Keele, UK)
9774
Abstract
Addresses the issue of formulating strategic plans. A variety of techniques are suggested in the literature. Reports on the use of two of these techniques in helping to formulate strategic plans in the operating division of a large multinational company. The Porter forces of competition model and the TOWS model proved useful tools in practice. The practicalities of trying to implement a strategic plan for the company produced some useful contributions to strategic management theory.
Keywords
Citation
Ruocco, P. and Proctor, T. (1994), "Strategic Planning in Practice: A Creative Approach", Marketing Intelligence & Planning, Vol. 12 No. 9, pp. 24-29. https://doi.org/10.1108/02634509410069056
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited