Key Preparatory Tasks
Decide on the objectives (goals to be achieved)
– more medium to longer term, usually 3 years
– both corporate and marketing objectives
 Corporate objectives
– usually financial e.g. profits, shareholder returns (dividends or capital growth)
– other investor objectives (ethical, environmental).
 Marketing objectives
– about products and markets e.g. level of sales, market share
 Need to be SMARTT
– specific, measureable, achievable, realistic, targeted and time framed

 Decisions at strategic, tactical and operational levels
– This is how you achieve your objectives
– They are your functional business strategies
 Production
– factories, automated lines
 Human resources
– number of employees, wages, terms
 Finance
– funds invested, bank finance, stock valuation
 Marketing
– product (type and features), place (which market segments), price, promotion (for
company or product)
 Company name
 Company vision
 Corporate objectives (e.g. related to return on investment, profit, or
shareholder funds)
 Corporate strategy (basis on which you compete)
 Marketing objectives (model specific)
 Marketing Strategy (relate this to the 4 Ps)