What is true strategic planning?



“Strategic planning” is literally “strategic planning”, but it is used incorrectly in Japan. Why did you go in the wrong direction and what is true “strategic planning”?

In this column, I will give you the correct interpretation of “strategic planning.”

Transition of strategic planning in Japan.

The essence of “strategic planning” will be described later, and I will explain the interpretation of “strategic planning” in Japan and why it was such an interpretation. First, the domestic interpretation.

The following is a common sentence extracted from the introductory texts posted on various websites. “Stopra is a business that is located at the top of marketing among advertising agencies, and we plan clients’ brand strategies, communication strategies, etc.

based on data. Before the job of strategic planner was born, mass advertising When it was the mainstream of, it was called a communication designer.

“There is already a reason why the interpretation has changed here. Until around 2005, advertising methods were simple. There are few research studies on consumer behavior, and AIDMA (*) was the mainstream thinking of behavioral patterns.

For example, in order to advertise products, mass media advertisements such as TV commercials (hereinafter referred to as mass advertisements) are used for companies with money, and DMs and leaflets are used for companies without money. I did. * AIDMA is one of the representative models that explain the purchasing behavior process of consumers.

Idoma is an acronym for Attention-> Interest-> Desire-> Memory-> Action, and explains that it is a standard purchasing process. However, websites have developed rapidly, and consumer behavior has changed, for example, from announcements of mass advertisements to visits to websites and purchases from there.

Therefore, it was around 2005 that a method called “communication design” that organically connects each measure, such as attracting mass advertisements to websites or utilizing SNS that started at that time, developed. The title of “communication designer” has increased mainly by advertising agencies, and there is also the merit of comprehensively proposing and implementing one product / service requested by an advertiser.

This is where the anguish of advertising agencies begins. Many advertisers are shifting to WEB advertisements where the result value of the advertising effect can be seen. At the same time, I began to doubt the effectiveness of mass advertising, which had tended to be ambiguous.

WEB-based advertising agencies that are good at WEB advertising have made great strides, and general advertising agencies that are not good at WEB advertising thought, “If you approach the foundation of management, you will not be separated from customers (advertisers).” Therefore, I thought that it was necessary to understand the advertiser’s products and services rather than “communication design”. In this way, the title shifted from “communication designer” to “strategic planner”. After all, advertising agencies are also a business.

The essence is advertising sales. “Strategic planning” tends to be used for its sales, and it is not “broadly defined strategic planning” but “narrowly defined strategic planning”. Of course, it is also effective in “narrowly defined strategic planning” to maximize the advertising effect. However, when it comes to “strategic planning” that is formulated for the sale of advertisements, it can be said that it is intentional anymore, and its effect is doubtful.

We believe that if you do true “strategic planning”, you may not need mass advertising in some cases, so you need to think of “strategic planning” and advertising sales separately.

Definition of strategic planning.

The general interpretation of strategic planning is “strategy planning.” The following interpretations are the mainstream overseas. “Strategy development is the process of defining an organization’s strategy or direction and deciding to allocate resources to carry out this strategy.” “It can also extend to the process of guiding the implementation of a strategy.

Strategic development became prominent in companies in the 1960s and continues to be an important aspect of strategic management. It has many stakeholders and research in analyzing the relationship between an organization and the environment in which it competes.

“Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy.”

“It may also extend to control mechanisms.” It is executed by strategic planners or strategists, who involve many parties and research sources in their analysis of the organization and its relationship to the environment in which it competes.

“Well, how about it? Currently, if you call yourself a “strategic planner,” from a global perspective, you shouldn’t have limited planning, such as advertising media, as mentioned above. Rather, knowledge of overall business strategy is essential, and “strategic planners” will be challenged with that knowledge and experience.

In addition, it is rather good to formulate marketing and promotion strategies based on the overall management strategy (when the partner company of the customer such as an advertising agency performs strategic planning), but even though there is no overall knowledge of the management strategy.

It is no exaggeration to think that “strategic planning” is intentionally leading to the business of partner companies. * Of course, we do not deny the business of partner companies, but the point is that we must determine whether the strategic planning is appropriate.

What is true strategic planning?

Now, I would like to explain what true “strategic planning” is, but before that, I would like to make an important talk. * Detailed explanations are introduced in this column [The world’s easiest “management strategy” planning course].

Actually, there is no correct answer for “strategic planning”. I noticed that nine years ago. It was when our representative tried to find a manual for “Strategic Planning” for employee education. At first I thought that some publisher would have published a formal manual.

I searched around for the manual, but couldn’t find the ideal manual at all. I turned my eyes to the world and searched for various papers, but none of them were valid.

As a result, if we didn’t have it, we had no choice but to (really) start making a manual for “strategic planning.” However, no one (customers, employees) can trust the method even if it is made arbitrarily.

Therefore, I decided to create a system of “strategic planning” and conduct empirical research at an EU university with a proven track record in business education. He discovered the weaknesses of Philip Kotler’s framework, created a standard business strategy framework, and at the same time earned a PhD (by our representative) from the university.

That is our “6e”. Research has shown that by dividing the activity elements of a company into six perspectives and matching their individual strengths with the six consistency, it contributes to improving corporate performance. Based on this “6e”, we have incorporated strategies and concrete tactics into a manual for employee education.

Therefore, employees can learn broad and narrow measures such as corporate philosophy formulation, business model development, branding, and SEO measures. Even major consulting firms and advertising agencies may not be doing this. We have built a (usable) “strategic planning” system to the extent that we can do it.

What is Strategic Planning Framework "6e"?

“6e” is a blend of various management strategy tools based on practical holistic marketing, and describes the activity elements of the company as”1. Survey / Analysis”,”2. Management Strategy”,”3. Business Strategy”, and “4. Marketing”.”5. Management” and”6.

Operations” are classified into 6 categories, and from the 6 perspectives, it is possible to analyze the company, corporate strategy, marketing strategy, management measures, etc., and approach the whole or individual strategy. To. As an evolving framework, “6e” incorporates the know-how acquired in actual projects and papers published in the academy of marketing strategy and management strategy, and by continuing research, it is possible to keep it up to date and evolve.

, The biggest feature of “6e”. This “6e” has obtained patents and trademarks, and aims to become a world standard framework in the future. To date, we have a track record of application to more than 1000 companies and have been adopted as a strategy that should actually be promoted. In other words, the know-how that has been verified and implemented in the projects of more than 1000 companies is also fed back to “6e” and incorporated.

“6e” has no concept of strength or weakness. This is because it is a <framework = way of thinking> that specializes in problem solving. “6e” has made it possible to derive answers to the <idea> modeled as a framework by conducting preliminary analysis that takes into account industry-specific issues, business customs, and environmental factors.

Companies with high overall scores for the six components of a company will also perform well. Therefore, it is known that measures to improve these six factors will lead to improvement in corporate performance.


By the way, this time I have introduced “Strategic Planning”. Was it a little helpful for corporate executives who formulate business strategies and corporate marketing staff who are in charge of marketing and promotion?

First of all, as an editorial policy of this column, I would like to write an article about many of the misunderstandings that are occurring in the industry. After that, I would like to introduce techniques related to various strategies. The articles in the column are scheduled for the first day of every month.

Scheduled to be released in November Column contents

・ Darkness of MBA school in Japan