The University of Lahore (Islamabad Campus)

Lahore Business School

Strategic Marketing
Bachelor of Business Administration

Semester: VI
Instructor: Sumaira Irshad Email:sumaira.irshad@lbs.uol.edu.pk
Course Code: MGT11807-12 Course Cr. Hrs.: 3

Assignment 3

Final Project-Strategic Marketing

Executive Summary of final Project

Description:

1. Strategic planning plays a vital role in growth of business. Create a realistic vision through
strategic planning to maximize your business potential for growth.
2. Students will opt an international company/organization and device a strategic plan for the
company that how it can develop a new business unit.
3. A presentation will be given by each group/individual at the end of the semester along with
the submission of hard copy of the report.
Format:
1. Times new Roman (text body should be 12 and Headings should be 14 & bold).
2. The project should be justified aligned.
3. The space between lines should be 1.5.
4. No. of words must 6000 to 8000
Executive Summary (ES)
 ES should not be more than two-three pages. It covers the same topics a Strategic plan.
Write only a short paragraph on each of the topics.
 You may skip some of the sections given below, if these are not relevant to your idea.
Please cover the following aspects:
A strategic plan should not be confused with a business plan. It should be about setting short- or
mid-term goals and defining the steps necessary to achieve them. It should focused on a business'
mid- to long-term goals and explains the basic strategies for achieving them.

Follow the guide lines to sets out the basics of the strategic planning process. It explains how to go
about drawing up a strategic plan, it highlights some important issues to bear in mind and it shows
how to turn from planning to implementation.

1. The purpose of strategic planning

 Why strategic planning matters more to growing businesses
 Why strategic planning matters more to growing businesses
2. The three key elements of strategic planning
 Where is your business now?
 Where do you want to take it?
 What do you need to do to get there?
3. Getting started with strategic planning
 Who to involve
 How to structure the process
 Getting the planning document right
 Such a document should:
o Reflect the consensus of those involved in drafting it
o Be supported by key decision-makers, notably owners and investors
o Be acceptable to other stakeholders, such as your employees
4. Build your plan on solid strategic analysis
 SWOT
 STEEPLE
 Five Forces
o Customers' bargaining power 
o Suppliers' bargaining power
o The threat of new competitors entering your market or industry
o The threat of customers switching to substitute products and services
o The level of competition between businesses in the market 
5. What a written strategic plan should include
 Analysis of internal drivers 
 Analysis of external drivers
  Vision statement 
 Top-level objectives
 Implementation 
 Resourcing
6. Some important strategic planning issues to consider
 The future role of the owner 
 The location of the business 
 Ownership structure
7. Implementing a strategic plan
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