1. Core competencies- Starbucks example

2. Focusing with core competencies

4. Refining the mission and vision

5. Guiding principles and goals

3. Defining the organizational vision

1. Defining the direction

2. Creating a mission statement

3. Extracting insights from a SWOT analysis

2. Conducting a SWOT analysis

1. Assessing the Market

1. Understanding the principles of strategic planning

2. Avoiding major strategic planning risks

3. Strategic Planning Process - Overview

1. Strategic planning

3. Extracting Insights from a SWOT Analysis

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