Kenneth Mendoza
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1. Introduction

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1. Introduction
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2. Focusing with core competencies
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1. Core competencies- Starbucks example
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4. Refining the mission and vision
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5. Guiding principles and goals
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3. Defining the organizational vision
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1. Defining the direction
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2. Creating a mission statement
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3. Extracting insights from a SWOT analysis
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2. Conducting a SWOT analysis
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1. Assessing the Market
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1. Understanding the principles of strategic planning
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2. Avoiding major strategic planning risks
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3. Strategic Planning Process - Overview
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3. Extracting Insights from a SWOT Analysis
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