ABSTRACT
The chapter describes the corporate planning process. The best way of doing this is possibly to follow the route that would be taken by a corporate planner from the start of his task to its completion. The corporate planner's first job is to help the directors to determine their company's objective. It has been a surprisingly difficult task requiring quite a deep logical analysis of their various suggestions. 'Determine the company's objective and decide on a target'. It is sometimes said that British companies still tend to be 'production-orientated' instead of 'sales-orientated'. Determining the objective correctly really does matter. It is not just an academic discussion taking place in a philosophical vacuum, it really does have practical consequences of great importance to individual companies, to the economy of a country and to the standard of living of its citizens.
