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Strategic planning of Apple Brandin in 2011 - Literature review Example

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This essay tries to find the possible determinants of the positional rise to the 8th position of the Apple brand in the global brands. The rise in position has been linked to effective strategic planning, some of the tools used in strategic planning have been analyzed and justification for the choice of each tool given.   …
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Download file to see previous pages According to Tapinos, Dyson & Meadows (2005, p.370) recently the topic of strategic planning has drawn a lot of discussions focusing on its effective implementation and the possible outcomes. The subject has attracted both empirical and theoretical exploration as entrepreneurs try to seek more information regarding it. Effective planning has been associated with improved performance, successful implementation, and good decision making. Organizations are facing difficult times due to new technologies, market and economic changes globalization and deregulation. Consequently, all these activities call for the application of proper business techniques and the adoption of appropriate planning tools. Although some people may argue that strategic planning has its own ineffectiveness, the advantages that come along with it are overwhelming (Falshaw, Glaister & Tatoglu, 2006, p.9). Strategic planning allows an organization to understand itself by analyzing its vision and objectives in detail. If it is appropriately implemented, it will enable an organization to realize its full potential. Some of the tools employed in planning strategies are discussed below.

The SWOT analysis tool is the most commonly employed tool to help an organization determine its possible position within the industry of its operation. SWOT refers to the analysis of an organization’s strengths, its weaknesses, available opportunities and finally threats that are facing it (Lyles, Baird, Orris & Kuratko, 2000, p.38). The first is to determine the internal position of an organization by assessing its strengths and possible weaknesses. Strengths refer to the most effective skills that are employed by an organization in the attainment of its vision. Some of such skills include employees of high expertise and advanced technology. On the other hand, weaknesses are those things that hinder a firm from attaining its full potentials such as functional areas’ conflicts and production costs which are very high (Meers & Robertson, 2007,  p.303).
Brews & Purohit (2007, p.68) asserts that having analyzed its internal position, an organization needs to understand its external position by analyzing the available opportunities and its external threats. Opportunities refer to the currently available or possible future circumstances that are likely to provide a favorable environment for the firm’s growth. They include conditions such as completion decrease, market population increase, and favorable legislation. On the other hand, threats refer to the currently available or future environmental conditions which are likely to provide an unfavorable environment for a firm’s growth such as, unfavorable legislation and new product-development by competitors. An effective SWOT analysis provides an organization with a clear picture of its situation currently and in the future (Falshaw, Glaister & Tatoglu, 2006, p.15). Through this understanding, a company will be able to come up with an effective decision aimed at its goal attainment.

Another tool employed in strategic planning is the five-force model which tries to determine the market’s competitive nature. Market competition is a critical factor to consider in any business operations since it is faced with a lot of changes. Elbanna (2008, p.779) suggests five possible forces that collectively determine competition intensity in a particular industry. ...Download file to see next pagesRead More
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