Art of Leadership
Azusa Pacific University
Dr. Paul Shrier
April 1, 2004
"Strategic Planning"

I.   Market Research Example
Married or Single
Expected income at graduation
Kind of degree you will have in 5 years
Two Bachelors (B.A.), One Masters (M.Div)
How many children in 5 years
How do you spend your free time today
How will you spend free time in 5 years
Do you prefer fiction or non-fiction
What are your favorite hobbies/sports
What kind of a car do you drive today - 5 yrs
Sport Utility - Sport Utility
Which three brands do you aspire to
Honda, Apple, Sony
Where do you shop today
Where do you plan to shop once your start your career
How would your friends and family describe you
Passionate, Confident, Multi-talented
What is most important to you in life
God - Relationships
What are you biggest strengths
In any relationship, what characteristics do you generally look for
In your eyes, what is your most proudest achievement
Position currently maintain
What one/two things would you change when you graduate
Empathy, and memory
II.   Excellent Tool for Launching New Ideas
A.   Use strategic planning, market, and consumer research as a tool
B.   Helping your organization build its business
C.   Identifying strategic opportunities and potential pitfalls
D.   Fostering creative excellence
III.   What is strategic planning - Is the process that directs the organization's activities into specific areas of endeavor and seeks to allocate corporate resources in the most effective way
IV.   The Process
A.   Begins with an introspective examination by corporate management of the kind of company it wants to be in future years and the aspirations it has in terms of financial objectives, investor interest and growth
B.   The intention of these pronouncements is to provide direction to the organization and to act as a device for creating change (you will return to the default of "easiest-thing to do")
C.   "If you don't know where you are going you could wind up somewhere else" - Yogi Berea
D.   Overall Objectives
1.   To ensure we have a sound analysis of the marketing environment
2.   Good strategies to respond to that environment
3.   A means of ensuring the plan is executed
4.   Detailed key issues and specific plans for implementation and control
5.   Objectives must be SMART
a.   Specific - the more precise you can be the more useful your objective will be
b.   Measurable - we need to be able to evaluate these marketing plan objectives later
c.   Achievable - They need to be able to tell use how well we are doing down the road
d.   Realistic
e.   Time-Based
6.   There are many similarities between the strategic plan and problem solving
a.   Where do we stand now?
b.   What will the future be in ministry (where is ministry going)?
c.   Where should we be heading
E.   Define your target market