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Enrique Florido, Colombia
"Strategy is generally outlined in terms of the mission, vision and corporate values that the company will adopt; in another words, defines what the company will do, its raison d'être, and what it will be in the future. Competitive Strategy deepens in the competences, strengths and weaknesses of the company, as they relate to the characteristics of the market, and the matching competences, strengths and weaknesses of its competitors.
However, in order to bring the full benefits of Strategic Planning, a Strategic Marketing Planning, is of utmost importance. The Strategic Marketing Plan is usually designed by the Marketing Department’s team, but as an isolated element, and in such way that does not assure a cohesive link between brands/products, market and company."
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