ABSTRACT
A strategic plan was developed with a primary focus on the customer. The Define Phase will use the results of the internal and external analyses to develop a strategy that, when executed properly, will effectively drive the organization in the desired direction. Although there are many reasons for defining the strategy, the primary reasons are to establish clear direction, develop strategic thinking, and enhance buy-in. Without organization-wide direction, the decision-making processes of managers is focused purely on what is best for their own unit but may not necessarily be what is best for the organization as a whole. Taking the time to clearly define the strategy is like writing a user manual for the machinery. The Define Phase will work to strengthen buy-in and spread it to more individuals throughout the organization. The approach to defining the strategy presented in this phase revolves around making the strategy more executable.
