Categories ArchivesStrategy

Strategic Planning vs Strategic Thinking

The Journal Les Affaires one day published*: « Plus de stratégie, moins de planification » (“More Strategy, Less planning”). Well, there’s something I very frequently remind my clients about: there is a fundamental difference between the strategic planning process and strategic thinking in itself. And that distinction is crucial for management to make. In A Nut Shell Planning – might it be for corporate or business purposes, marketing or operations or else — is a work process in itself, with phases and steps and actions, inputs and outputs, people involved, decision-makers, contributors, etc. Strategic thinking on the other hand is that element that feeds content into the process. The Planning Process To put it simply, let us say that a usual planning process involves several ...

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How many Ps in the marketing mix after all?

Does a 6-P marketing mix tell you anything? « Hey, I thought there were only 4 Ps! », you says. Well, what about 7 Ps, or even 9! Or this: the 4 Ps are dead, viva el 4-C marketing mix! The science –or the art as you see it– of marketing management seems to evolve. But in this case, do we really have anything new to bite into? Read on… A Classic Marketing Mix McCarthy, Kotler et al. taught us some five decades ago that the « marketing mix » was composed of 4 Ps. First for PRODUCT decisions, Then for PRICING, PROMOTIONS, and finally, Those that comprise all about PLACE. Who never heard about these when on a school bench ...

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