DEVELOPINGASTRATEGICMARKETINGPLANFor.ppt

DEVELOPING A STRATEGICMARKETING PLANFor Horticultural Firms Prepared by Gerald B. White Professor Department of Agricultural, Resource, and Managerial Economics Cornell University Ithaca, NY 14853 Characteristics of Strategic Planning Strategic planning is more of an art than a science; it is more intuitive, systematic and analytical, not quantitative. Some characteristics of strategic planning are: Looks at the “Big Picture” Leads to substantial changes Considers future environmental forces in the Industry Anticipates the reactions of competitors Looks at a longer time horizon The P