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　　3.3 The strategic planning process
　　The rational approach to strategic planning breaks down the process into three distinct steps.
 
　　1 Strategic analysis – three key areas
　　External analysis of markets, competitors, the business environment, etc. to identify opportunities and threats.
　　Internal analysis of the firm’s resources, competences, etc. to identify strengths and weaknesses.
　　Stakeholder analysis – to understand stakeholder expectations/influence in order to clarify objectives.
 
　　2 Strategic choice – again three key angles to consider
　　What is the basis of our strategy? In particular how are we going to compete – high quality, low costs?
　　Where do we want to compete? Which markets, countries, products?
　　How do we want to get there? Organic growth, acquisition or some joint arrangement such as franchising?
 
　　3 Strategic implementation
　　Once determined, the long-term strategy needs to be translated into plans for marketing, human resources management, IT, production, organizational structure, etc.
　　The strategy may involve major changes so these will also have to be managed.
 
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