In addition to the above, other plans will also have to be made. Although the marketing department should have some freedom and flexibility to change tactics, once the marketing plan is approved by management, the marketing department should not change objectives or dramatically alter budgets. Any changes in these critical areas can only be made after consultation with, and approval by, senior management. The marketing plan could therefore be viewed as a contract between management and the marketing department. Indeed, businesses can fail due to the failure of management to consider the future.
Organizations can be slow to perceive changes.
These may be happening to the cropping pattern, with the introduction of competitive varieties, or to the seed distribution system. The approach to strategic planning The starting point is always reviewing the current strategy. The approach to reviewing that strategy has three main elements which pose the three questions that follow. In answering this question a manager is stating the company's broad business objectives and an understanding of how they will be achieved. However, such a statement can only be formulated once the market situation has been analysed.