Market oriented Strategic Planning

Harvard Business School Professor Philip Kotler, viewed by many among the top few to define and execute strategic planning for thousands of companies and top executives, defines its practice this way:

“Market-oriented strategic planning is the managerial process of developing & maintaining a viable fit between an organization’s objectives/ skills/ resources and its changing market opportunities.”

With this perspective in mind, KAI focuses on the selection and definition of “the customer”  as central to building the best strategic business plan.  Whether the customer is defined as a consumer or a company, they each have three fundamental characteristics:   

1) Demographics

    – age, income, size, geography, etc.

2) Lifestyle or “Personality”

   Companies have personalities as do consumers. Some make decisions slow vs. fast,  live more by the past than for the future, or choose to operate at high vs. low levels of technology in their business model. These factors and dozens of others demonstrate a company’s “personality.”

3) Buyer behavior

   – how and where companies or persons purchase a product or service is key to how much they will pay,  the type of buying experience,  or when they might receive that product or service.  Few companies understand this powerful “threesome.”  At KAI,  this wisdom recycles continuously through our heart and mind for the best practice in strategic planning. 

Our strategic planning practice includes assessment and recommendations for building your company’s – core values,  capabilities, competencies, competitive advantage, customer base, the business case for considerate yet constant change, and not by any means least, consistent cashflow! 

Call us at 281-836-1800 for more information