Account planning
Strategic planning generally involves the process of developing a strategy, ie a plan to achieve a defined goal with appropriately defined resources (especially budget). In business we denote by Strategic planning, the internal services for the development of strategies for companies, institutions and organizations. Strategic planning can the whole company or individual management disciplines such as finance, controlling, human resources or marketing concern. Of particular importance, however, is the creative definition of products and / or services, which define only the value added and the first paragraph. In the actual sense Strategic planning therefore initially covers the entire value chain as well as the management tools for development and production. Included are from analysis to strategy development and implementation to control for the purposes of strategic management full control loops. Strategic planning is also an independent discipline in communication (business) and fire management, which deals with this article.
- 8.1 Professional associations
- 8.2 International item
Term origin
The concept of strategy is in the business literature returned again and again to the Greek word " strategos " (General ), which can be traced back to the roots and army leadership and guiding. As evidence of this, among other things, the dialogues between Socrates and Nichomachides be cited, in which Socrates explains that the duties of a general quite those of a businessman are comparable: both involved the planned use of resources to achieve specific goals.
Even though it is the history of ideas draw a line from ancient Greece to today's business world, it can be shown that many of the early writers of the U.S. management literature military training, often had graduated in the West Point military academy.
Given that military embossed metaphors are still large areas of language ( and thinking ) by practitioners of economic life determine ( campaign, hostile takeover, price war, takeover battle, etc.), it is not surprising that the analysis of strategic management, in particular if it happens (see below) from a top- down perspective, this language and often the associated thinking served.
Context definition
On average, the brand value accounts for half the market value. There are brands whose value is estimated to be higher than the market value of the company that owns the brand. The research, development and control of the brand and its value chain is increasingly central management task. In addition, the strategic action areas merge marketing and corporate brand management in the company more and more. Strategic planning in the marks and Communication ( economy ) thus relates to the entire company. In this respect, Strategic Planning (Account Planning) is no longer the " idea of any hip advertising agencies ", but now an integral part of strategic management, corporate identity and brand value, which is dependent on the elementary brand communications and thus on the Account Planning. This increasingly comprehensive understanding of Strategic Planning (branding) helps the division between the "vertical " level of brand value chain and the various " horizontal levels " in the hierarchy levels of the company to restructure. (See diagram ) It is debatable whether the term Strategic Planning ( Account Planning ) the holistic process of Strategic Planning of brands that cover their control, development and education can (and will). It is undisputed, however, that brand consultancy of advertising agencies, consulting firms, research institutes, corporate identity agencies offered and is sustained by the market and company's brand leadership almost exclusively advertising agencies AnVer and trust.
Origins
Already in 1912, the university offered to Harvard a course in " Business Policy " on. This is considered as a theoretical origin of Strategic Planning (Business ). In practice, the strategic planning was first appearance in General Motors Company (CEO: Alfred Sloan ) and AT & T (CEO: Chester Barnard ) in the 1930s.
England
Strategic planning ( as Account Planning) finds its origin due to the initiatives of two advertising agencies in London in 1968: both J. Walter Thompson and Boasse Massimi Pollitt (later known as BMP DDB and now known as DDB London) claim the authorship of the discipline of strategic planning in advertising agencies, as both the department " account Planning " established in the year, in question. From the agency director Stanley Pollitt is narrated that he wanted to have specialists within his agency, which " people out there" should know more and not as market researchers " turn numbers " only. At J. Walter Thompson, a customer of the Agency should have nachgeholfen: After a presentation he focused dryly that it was much more successful for him as a leader of nail polish, and more women for its use to win than as proposed by the Agency to claim the own product is better than the competition. In England both departments into a competitive advantage for the agencies were so quickly went after other agencies and established a professional association already in the 70s. Many advertisers claim that advertising in England refreshing, creative and entertaining had been such discipline long time.
USA
In the U.S., the initial spark of the advertising agency Chiat Day is attributed to the Strategic Planning in the 80s successfully established in the American market. Because this agency made it unlike any other American agencies, has been called the founder as " the crazy Californians ", " who had been sitting too long in the sun." A little later Chiat Day was the most fastest growing and most creative agency on the West Coast. Consequently, Strategic Planning in the United States became a successful model.
Germany
In Germany, the international advertising agencies FCB Wilkens had (formerly Wilkens Ayer ), J. Walter Thompson and LINTAS the first departments. The early 90s, as well as other German agencies Planning introduced ( and, inter alia, Jung von Matt the Effizienzer and Scholz & Friends, the Research and Development department established ) met with strategic planning at a very dynamically developing consulting market:
In all disciplines and sectors of business models, methods and theories such as Lean management, change management, network and platform strategies were developed and implemented in order to keep up with the dynamic processes of change in the markets step can. At that time there was no offer in the German- services market, which knew how to bring the process of increasingly emotional identity and Strategiemodulierung of brands with the legitimate interests of the entrepreneurial objectification and operationalization in line. Strategic planning has been able to take advantage of this need for themselves and later in Germany, but established faster, sustainable and above all more comprehensive than in the U.S. and England. So there is not only strategic planners in advertising agencies, but also fire Consultancies such as Germany's first agencies of Strategic Planning & Equity and Pentagon Resulting fire, both of which were founded in 1995 in Hamburg. Youngest provider is the 2005 established advisory unit Ogilvy Brains. Together with market research institutes, consultants and corporate identity consulting agencies compete in this market for brands, marketing and communications ( economy).
Fields of activity
The discipline of Strategic Planning has emancipated itself from pure advertising perspective and its field of activity extends to the entire marketing, but mostly with a focus on brand value, brand strategy, brand building and brand management. Strategic planning involves the collection, analysis and interpretation of market, opinion, motivational, media and trend research, the densification and development of brand strategy, brand positioning and Markenleitidee, Innovation Development, implementation planning of brand campaigns, communication and product policies, in rare cases with effects on sales and pricing policy. Finally, the control, process optimization, value-added and value analysis of brands.
Occupation images
The profession has no recognized training. The working areas are multi-faceted and can mint different. Together, however, is that strategic planning is an "inter -discipline " and interface function has. To work as Strategic planners in business administration, social scientists, psychologists, behavioral scientists, communication scientists, educators, as well as newcomers such as advertising merchants.
After Stefan Baumann, a board member of the Professional Association APGD, there are different forms of the profession " Strategic Planner ":
- The Creative Model: Certain trends and creative planning to illustrate the desired project.
- The Research Planner: Qualitative Market, Trend and Cultural Research on the interpretation of an exciting consumer insights.
- The Creative Planner: primary inspiration of the creation, optimization and specification of a brand-relevant target frame.
- The Effizienzer: Process optimization of the creative product in terms of effectiveness.
- The Media Planner: Development of target- group-specific media plans and media mix to communication channel planning
- The brands Planner: retail branding and portfolio strategies, develop brand models and concentrate on the optimal modulation of the brand architecture and portfolio of brands.
- The Design Planner: deals with the " design language " of the brand in terms of the specification of the brand appearance ( identity- oriented brand management).
- The Marketing Planner: full orchestration of marketing opportunities (entire marketing mix )
- The Business Planner: strategic business planning, development of business ideas (scenario management, innovation management, business plan development ).