ABSTRACT
Before beginning with strategic planning, businesses must have articulated their missions and visions, and identified their basic policies. Mission, vision, and basic policies are elements that form the corporate identity of a business. A business cannot be identified solely by its name, logo, or workflow. The know-how, experience, and expertise of the business and the corporate attitude it has developed create a specific corporate identity. One of the functions of strategic planning is to establish a stronger link between the corporate identity of the business and the products/services it offers.
