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stenden university | THE CRS PLAN | Gulf Helicopters CompanyInSierra Leone | Lecturer: Ilyas Inci IBMS - 3Y | Mohammed Shaath, Tarek Bekrar, Sumaya Taha, Radwa Khalifa & Noof Al Malki | |

Table of Content:

Introduction:
This report is about the new CSR strategy that will be implemented by a well – known company with a high turnover and a high number of employees which is Gulf Helicopters Company with the coordination of Tekfen . A full study will be about the suitability of the CSR plan in relation with both the company and the hosted country which is Sierra Leone.

Description of the company:

Gulf Helicopters established officially in 1970, as a part of the British overseas airways corporation. It was sold officially to Qatar petroleum in 1998. Gulf Helicopters is totally owned by Gulf international services.
GHC is now a leading company in Middle East above serving India, Yemen and Libya. Gulf helicopters is aiding short and long term flights as well as photo flights. Moreover, GHC is now serving medical services for faster facilities.
GHC is specialized in oil and gas industry, as well as delivering equipments and aircraft components, chemicals, vehicle parts, electrical lamp, cables or others, computer and office stuff, refrigerators or heating tools, and leisure supplies. GHC is specially helping the gulf area.
GHC is provided with well-qualified engineers who mechanism all the maintenance jobs, also GHC is an ISO 9001-2000 certified company holder.
According to gulf helicopters, GHC is having a fleet of 32 helicopters, with different kinds of engines, cruise speeds, Service Ceiling, range... etc.
Gulf helicopter’s main goal is to keep their helicopters safety equipment for passengers, pilots as well as engineers. And to ensure efficient job which matches the high standards and principles internationally.

Mission:

Gulf helicopter’s main goal is ‘’ excellence and progressive expansion.’’
Part of their mission: is to keep safety through the Company Safety Policy, over passengers, pilots and engineers.
Their mission is to guarantee that all of their clients are highly valued and appreciated, and satisfying their full needs.
Vision:

Vision: is keeping updated in the field of their equipments in order to be always modernized, moreover providing customers with effective prices which is competitive between the market.

According to gis.com:
GHC future strategy is summarized as follows: * Expanding their number of fleets from 32 as mention above to be around 70 to 100 helicopters to be serving internationally and have high standard level. * Expand their processes and actions form only the medical services to be in VVIP and Executive transport, besides Aerial photography, also firefighting and others. * Helicopters maintenance will be enlarged to reach Qatar armed forces and Qatar police. * ‘’ Diversify into Fixed Wing operations.’’ (www.gis.com, 2008-2011)
GHC services:

GHC hold the Air Operators Certificate which is given by Qatar Civil Aviation Authority. Above, all the pilots hold the ICAO helicopter license, as well as the license of maintenance which all the engineering staff has.
GHC strengths and experience in services are as follows: * Emergency Medical Services * VIP flights * Short & long term line * Off shore operations * Onshore operations * Short term contracts * Earthquakes support
GHC clients:(www.gulfhelicopters.com, 2003)

In Qatar: * Qatar petroleum * Elf Petroleum * Chevron petroleum * British petroleum * Occidental petroleum * Mobile Qatar * Pennzoil Qatar * Total Qatar * Shell Qatar * Dolphin energy * Qatar gas * Maersk oil * Others | In India: * Cairn Energy * Reliance Oil * Pawan Hans * Dabhol Power Company * Bechtel India Ltd./ Kvaerner Construction International * United Helicharters * British gas | Oman: * Occidental * Oman Telecommunication Organization * Ministry of Information * Petroleum Development of Oman * BRGM * Reliance Exploration & Production | Iran: * Total South Pars * PEDCO * POGC * Statoil * AGIP/ Enterprise * Shell Iran * Petrofac * Petrobras * Repsol |

Yemen: * Total Oil * Yemen Hunt Oil * Halliburton Western Geophysical * Canadian Occidental * Compagnie Generale De Geophysique * Yemen LNG Company Ltd * Safer Exploration & Production Operations Company | Saudi Arabia: * Geo Survey Riyadh * Saudi Arabian Oil Company (ARAMCO) | Libya: * Mabruk Oil Operations Company * Total E&P Libye * ExxonMobil Libya | Sudan: * IPC Sudan Ltd |

SWOT Analysis: * Strengths * GHC is one of the leading companies of helicopters around the world. * Will solve the problem of transportation. * Decreasing the percentage of maternal mortality * High skills of current staff and great reputation. * Saving time * Location * Wide range of services

* Weakness * Helicopters may not be provided with health care until reaching the hospital. * Problem may be in mothers care during months of pregnant, not only roads or transportation. * The company does not have a clear mission and vision. * Bad weather may be a barrier somedays * Lack of marketing expertise and poor promotion. *

* Opportunity * Shortage of transportation * Need of life saving * Their fleet of helicopters with different kinds. * Help in positively increasing the image of GHC and their reputation too. * Develop in the market. * Be internationally known

* Threats * Threat of competitors who may enter the market afterwards. * Competitors have new more innovative technology. * New regulations.

Confrontation Matrix:

The rating will be, 0= not matched at all / 1= can be matched/ 2= there is a reason to be matched/ 3= totally matched. | O | T | | | Develop the market | Help positively to increase the image of GHC | Be internationally known | New regulations | Competitors with innovative technology | S | Leading company around the world | 3 | 3 | 3 | 1 | 2 | | Transportation problem solver | 3 | 3 | 3 | | | | High skilled and trained staff | 2 | 3 | 3 | | | | Wide range of services | 3 | 3 | 3 | | | | Location | 3 | 3 | 3 | | | W | Lack of marketing expertise | | | | 0 | | | Poor promotions | | | | 0 | | | Unclear mission and vision | | | | 0 | |

GHC Human Resources

Gulf Helicopter’s team are multi-national, form different countries around the globe, they are also all experienced in the same field, whether in Qatar, or abroad. GHC’s team is all having different degrees as well as multi courses related to helicopters. GHC contains 48 pilots.
According to gulf helicopters:
Mr. Mohammed Al Mohannadi is the Chief Executive Officer in GHC, as about his history, he was experienced with Gulf Air as their customer service manager, he is holding aviation management degree from USA. He is working in GHC since 1994.
Also Captain Fred Layton which has 35 years of experience in International Aviation Operations in all over the world. Captain Fred which joined GHC in 2006 to be the General Manager of Operations, has great experience in safety management system, as well as his valued knowledge in operations which helps GHC to grow up quickly in this area.
Moving to the General Manager of Engineering, Mr. Nayef Al Ibrahim, which started in GHC as a trainee and grow up by time to be their General Manager, he got the aircraft maintenance license from UK, and joined many courses and trainings in different countries which helped him building his engineering lane.
Moreover, the Quality Manager of GHC is Mr. Mr. Charles Bourke, which holds different places at airlines and helicopter companies. Moreover his wide experience while working in different sites of the world. Plus the knowledge and skills in the area of oil companies which allows him to be advisor and auditor that he is applying currently in GHC.
Furthermore, Captain Duleep Nashia is the safety manager in GHC. His experience is as follows: (www.gulfhelicopters.com, 2003) * CHC International in India, Thailand, Philippines & Africa. * Trained in Safety Management and Accident Investigation at California, as well as quality auditor training in UK. * Being responsible for the Company Safety Management System involvement, as well as Operations Quality System.
Finally to chief pilot, GHC has two, (www.gulfhelicopters.com, 2003) 1. Captain John Toon responsible for commercial.
Experienced over 25 years at the British Royal Navy, this supported him to be Chief training at GHC, hence a Chief pilot by 2005. 2. Captain Mohammed Hilal Obaid responsible for VVIP flights.
Mr. Mohammed Obaid joined as offshore captain and trainee captain, then being management of the VVIP flights which helps in Europe and regionally.
The above was detailed information about GHC teams, their experience and current job, and when they started with GHC. It shows how well-trained and experienced they are.
Above, we are going to show how GHC treats their employees and staff in the field of accommodation. There is a compound designed especially for GHC’s employees for their housing, it is designed as high standard and life style. Located in the most class area in Doha, which is the west-bay. Compound is provided with all facilities such as pools, play grounds, library and security guards 24/7.
All villas are provided with Carports, small garden, European kitchen, Ac’s, cable vision, plumbing and dishwasher machine and other facilities.

PESTEL analysis:(www.cia.gov, 2012)
Below is going to be a cover of the PESTEL analysis of Sierra Leone:
Political:
Sierra Leone is now recovering from its civil war which ended by the 2002; this civil war was a reason of death of many of the population as well as isolating many of them. The military’s duty at that time was to make sure stability is focused on. Currently the new government’s main responsibility is to create stability and providing of jobs to people. This is how democracy is being taking place after the suffer of civil war.
The reason of politics related to our CSR plan, is to ensure a stabile life, which will not affect the plan, or the companies that are dealing with us, it is also to grantee a safe trips from and to the airports, without any restrictions.
Economics:
Sierra Leone is yet trying to cover from the civil war to recap its economic issue. It has great wealth in the field of agriculture such as; rice, coffee, cocoa, palm kernels, palm oil, peanuts; poultry, cattle, sheep, pigs, fish. Mineral and fishery resources. This implies that most of the population is working in agriculture work. In spite of that Sierra Leone is manufacturing their raw material, it is still considered to be from the poor countries, that the income are not distributed equally as well as the poverty line which is under 70% and still depends on the outer helps and assistance.
Lately, oils discoveries were found which will help in raising the economic issues in the next following years.
Their production of electricity is considered to be ranked number 199 over the world, while their consumption is around 200. This is considered to be very low.
Sierra Leone current account balance: is around $603.6 million (2011 est.), which is country number 112 related to other countries.
Social:
Official language: English, Krio ( An English-oriented creole), Mende, Temne and other local languages
Religion: Muslim 60%, Christian 10%, indigenous beliefs 30%
Population: around 5,500,000 (2012 est.)
Capital: Freetown
Population growth rate: 2.27% (2012 est.)
Birth rate: 38.12 birth/1,000 population
Death rate: 11.49 birth/ 1,000 population
Maternal Mortality rate: 970 deaths/100,000 live birth
Currency: Leone (le)=100 cents, 1 $ = 2.930 Le
Land Area:71, 740 sq Km
Main towns: Freetown, Bo, Kenema, Makeni, Koidu

Analysing the above facts:
It shows that the death rate is high, which is considered to be country number 35 in the world, this is because of the lake of medical care as well as low economic level.
Moving to the maternal mortality rate, it is between the whole countries is country number 7.
Another important fact which is related to the topic of maternal mortality is the beds amount in hospital which is considered to be 0.4 beds/1,000 population.

Technological:
Regarding the technological issue, will be discussing it in overall about telephone usage and internet, but it is slightly far away from our main topic of maternal mortality.
The use of telephone landlines are around 14,000 which is ranked 199 compared to other countries, moving to the cell phones, around 2 million are using it.
Moreover the internet is around14,900, which is also ranked very far from other countries.
Environment:
Belonging to the tropical climate which is is dry in winter, while hot and rainy in summer.
The rainfall can reach 195 inches at the coast, to be one of the wettest countries in western Africa.
Current issues: overfishing, deforestation because of the burn of agriculture.
The above climate and weather information must be well noticed by the helicopter pilot in order to avoid any miscommunication, or flight problems.

Gap Analysis:
To total public roads in Sierra Leone is 11,000 KM where only 8,000 are classified in the national road system and the remained 3,000 km are unclassified roads and tracks.
The road system in Sierra Leone were destroyed by the civil way from 1991 to 2002.
The gap in Sierra Leone is the lack of roads, which is resulting to a high percentage of maternal mortality.
The CRS Plan:

Sierra Leone suffers from many issues, however from all the issues to consider, we decided to focus all our work on the way to decrease the Maternal Mortality rate. The maternal mortality is very high in sierra Leone is a result of the lack of roads, which will cause a delay to reach the medical services.
The main focus in our project is on Al-Mannah Village. The transportation roads from Al-Mannah Village to the nearest hospital which is “ Kabala District Hospital” is totally absent, no roads.
Gulf Helicopter company will be coordinating with Tekfen Construction to build roads from Al-Mannah village to Kabala district Hospital. The distance from Al-Mannah to Kabala Hospital is 118 KM.
The lack of the adequate transportation system from Al-Mannah Village to kabala is a big barriers to the sufficient maternity healthcare.
More then 80% of the women who gave birth at home wanted to deliver at hospitals, but they wasn’t able because the distance and lack of transportation.
So the reason of the high number of maternal mortality is the time required to reach the health facility as a result of the unpaved roads and the long geographical distance.
GHC with the coordination of the Tekfen, came out with a new CSR to help in decreasing the maternal mortality by constructing roads in this rural area.
This project has be chosen for several reasons, the first one is because Sierra Leone , and more specifically Al-Mannah Village have a high percentage of maternal Mortality. Tekfen deal with many business unit, such as energy project , plant project , tankage project , civil projects and motor way project. The Specific strategic business unit is motorway construction.

As it was explained, the CSR project, is mainly about the road construction from Al-Mannah Village to Kabala District Hospital. The following is the project phases:
Phase 1:
The Company “ GHC” will be selecting additional medical helicopters to be dedicated to Al-Mannah village in Sierra Leone. An AS-355F Twin Ecureuil Module will be selected. This helicopter can travel for 204 km/ph and can go 708km in range.
Al-Mannah village is 90 minutes away from Kabala Hospital, the time taken to reach Kabala Airport is 30 minutes, and while using the ambulance to reach the hospital it will take 12 minutes which means that the hospital is away only 8 km from the airport.
We will be having 4 helicopters at Al-Mannah Village to ensure that the pregnant women will reach the hospital to deliver their baby.
This Phase is before the roads construction because, the road construction will take a time of two years to be done. GHC has decided to increase the maternal mortality death as soon as possible, because of that this phase has been conducted in order to ensure that with the mean time of the road construction the maternal death rate will increase. it’s a temporary decision which will be taken off while finishing the road construction.
The main reason of the choosing only 4 helicopters is to ensure that there is a minimum helicopters number which will be able to be ready to deliver the women to the health facility.
Moreover, technician and fuel tanker will be available at Al-Mannah village to guarantee that the helicopters are in a good situation.
Phase two:
Introduction:
The role network in any country plays a big road in the economic growth and will be increasing the mobility of the population. The regional transportation strategy in Sierra Leone , more specifically from Al-Mannah To Kabala identified 2 years of program investment to improve the strategic road network. The construction program will show the road of 118 km length.
Areas of interest: * Upgrade road infrastructure to the same level of National Average. * Adopt the latest technology for construction by Tekfen Company
Function and Objectives: * Plan and design a road network which will connect Al_mannah Villagr ( rural area) to Kabala village ( Urban Area) * Achieve a socio-economic development while managing a proper road communication
This second phase of the the project is the coordination with Tekfen construction to build roads from Al-Mannah Village to Kabala District Hospital, the distance is 118 km.
Tekfen is the ideal company because it has the capability to provide a premium service for such a large building. The project will about earth fill, roadbed, pavement, Roadway within 3.7 m, banks on both side between 1.5 m and 2.0 m. Asphalt pavement.
What concerns the number of workers to build the 118 km, it is up to Tekfen to decide, as GHC will pay the project cost construction and it will not be involved in many details such as the number of workers, the number of trucks, the tones of asphalts and so on.

Project Cost:
The planned project cost at time of appraisal totaled 892,500 dollars all paid from Gulf Helicopters Company to Tekfen in order to proceed the road construction.
Project Period:
The planned project period will be 2 years starting from May 2012 and ending May 2014.
The below Table is a resume of the projects details: Out put: Civil work | Main work: Earth fill, roadbed, pavement, Roadway within 3.7 m, banks on both side between 1.5 m and 2.0 m. Asphalt pavement. | Construction of the local road from Al-Mannah Village to Kabala District Hospital | Total length: 118 km | Operation | Tekfen construction | Project period | May 2012, May 2014 | Project Cost | 892,500 Dollars |
Benefits:
While improving the roads between Al-Mannah Village and Kabala, thus will increase the women of number seeking health care, where they will have the decision to refer to health staff, after that the decision will lead to an earlier arrive to the hospital where pregnant women will get treatment and reduce the maternal mortality in the population.
Suitability:
The project of the road construction at Sierra Leone is a very suitable to solve the problem of the Maternal Mortality, because this country and in detail Al-Mannah Village need a transportation system in order to decrease the needed time to reach the health care at Kabala.
Feasibility:
Tekfen has made many project of motorway construction, such as the construction of the ceremonial national day road link between Dukhan Road and north road, which is in Qatar m and started the 30/10/2011 and finished in 29/11/2011
The required time to finish the road construction is 2 years, but this doesn’t mean that the women will keep dying, because of that, the phase one were recommended , which is the four helicopters emergency transportation from Al-Mannah Village to Kabala District Hospital while the road are being constructed and until the project is accomplished.
This is a very feasible CSR project to be implemented in Sierra Leone.
Acceptability:
In this part the measurement of the project will take place, the return of the project which will expect is a good reputation of GHC with the coordination of Tekfen construction, and for the future basis, it will decrease the maternal mortality rate. All the population will benefit from the improved transport infrastructure, which will reduce the time of transportation.
This project will help in decreasing the maternal mortality rate in sierra leone and specially Al-Mannah Village. This project will bring benefits to all Sierra Leone in general, not only for pregnant women, but also for the long term, it’s a project which is changing the most important thing in the structure of the country as whole, people will be able to reach hospitals, schools and work.
This road system will connect Al-Mannah to Kabala town, which have the nearest hospital.
The bellow chart will show how the availability of transportation will help in decreasing the maternal mortality rate:

Balance Score Card:
Customer:
* Be environmentally friendly * Be close to public
Learning and Growth: * Sponsor different social projects
Internal Business Process:
Focus on opening new branches Adapt new ways
Adapt new Technology
.
*
Financial:
* Increase revenue. * Spend more on marketing.
Vision
&
Mission

Financial
Increase revenue:
The first aim of any business is to grow and increase revenue while decreasing the cost.
Spend more on marketing:
In order to be well known, and gain different benefits of this CSR plan, GHC will advertise more about its Social Corporate responsibility in Sierra Leone, while explaining for the public details about the maternal mortality rate and how their project will be helping Sierra Leone in general and specifically Al-Mannah Village.
Internal Process
Adapt new ways of technology:
Gulf Helicopters must seek for the most developed helicopters because the technology is one of the important for the processing stage of GHC.
Open new branches:
GHC will be more globalized while expanding in many countries this will increase the internarional reputation.
Learning and growth:
Sponsor Social activities:
While sponsoring social activates, the image of GHC will be more effective.
Advertise more:
While advertising more on the activities of GHC, the company will be well known and that will bring many benefits.

Recommendation :
Before implementing the strategy we recommend the following: * Calculate the budget. * Gather lot of information about the country which is Sierra Leone. * Study the maternal mortality causes and mainly the lack of transportation. * Have a clear idea about the rules and regulation of the country. * Set a required time to implement the project. * Advertise before starting the project in Sierra Leone. * Full study of the benefits resulted while implementing this new CSR plan. * Think of more strategies related to developing the country.

Conclusion:

The projects were presenting a new CSR strategy to be implemented in Sierra Leone in order to solve the maternal mortality by constructing roads. A full study of the company and the country were given. Different parts were discussed in order to cover all the important issues related in the implementation of a CSR plan.
References:

http://sierra-leone.org/
(n.d.). ChartsBin.com, viewed 2nd March, 2012, from chartsbin.com in: http://chartsbin.com/view/lac who.int (n.d.). Retrieved November 2010, from who.int in: http://www.who.int/mediacentre/factsheets/fs348/en/ cia.gov (n.d.). updated on Feb, 15, 2012, from cia.gov in: https://www.cia.gov/library/publications/the-world-factbook/geos/af.html http://gulfhelicopters.com/GHC/english/helicopterservice.html http://ihea2009.abstractbook.org/presentation/312/ Sierra Leone Country Profile: www.eiu.com http://www.fehrl.org/nr2c www.care.org/newsroom/specialreports/sierra_leone http://www.care.org/getinvolved/LearningTour/Sierra-Leone-Trip-Report.pdf http://maps.google.com.qa/maps?hl=en&tab=wl http://maps.google.com.qa/maps?hl=en&tab=wl http://maps.google.com.qa/maps?hl=en&tab=wl
Bibliography:
(n.d.). Retrieved 2 29, 2012, from airambulance.co.in: http://www.airambulance.co.in/airambulancetype.html buildingjournal.com. (n.d.). Retrieved 2 29, 2012, from buildingjournal.com: http://www.buildingjournal.com/asphalt-driveway-estimating.html distancefromto.net. (n.d.). Retrieved 2 29, 2012, from distancefromto.net: http://www.distancefromto.net/between/Kabul/Badakhshan

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...Strategic planning details an organization’s processes and procedures for defining its direction and decision making, in regard to resource allocation for the pursuit of that direction. Starbucks has been in existence since 1971 and has opened more than 17,000 retail stores in 50 countries, to serve millions of customers every day. It is no secret that careful and well executed strategic planning has been a catalyst for the organization’s continued success. When taking a glance at the company’s 2009 annual report, management can see how various planning initiatives impact the company’s financial prowess. In 2009, Starbucks launched an initiative to streamline operational procedures, in an effort to provide a more disciplined focus on unit economics. According to the Starbuck’s 2009 annual report, “We focused on operational excellence – from supply chain to back-end IT systems to store operations. We also developed a better go-to-market engine, with stronger creative execution and more effective channels to reach our customers” (Starbucks, 2009). The leadership at Starbuck has reported that this initiative, along with other improvements in cost structure, resulted in $580 million in costs savings in fiscal 2009. In more recent times, one of the more ground-breaking strategic initiatives that Starbucks has launched was the purchase of The Coffee Equipment Company and its Clover brewing® system. The Clover® machine uses a proprietary brewing process and has been regarded as the gold...

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...Harper Adams University College BAs of International Business Management STRATEGIC MANAGEMENT BH003/DB362 Corporate strategy development To: PAT OAKLEY HAUC ID: 07192000; 07192100; 07192400 07192500; 07192800; 07195000; 8th December 2009 (Word count= 5, 232 excluding references) Content Page Section Page Summary 1 1. Introduction 2 2. Background 2 2.1 Kesa Electricals 2 2.2 DSG International PLC 2 3. The review of intended strategy of Kesa and DSG in the first year 3 3.1 The intended strategy of Kesa 3 3.2 The intended strategy of DSG 3 4. Analysis of external environment 3 4.1 Analysis of macro-environment 4 4.2 Analysis of industry 4 5. The importance of stakeholders 5 5.1 Kesa’s stakeholders 6 5.2 DSG’s stakeholders 6 5.3 Stakeholder mapping 7 6. Marketing management 8 6.1 Kesa Company 8 6.2 DSG Company 9 6.3 Compare and contrast the Companies 10 7. Operation management 12 7.1 Comparing the differences between Kesa and DSG with 6M’s frame 14 8. Human resources 16 8.1 Intangible factors of Kesa 16 8.2 Four Cs analysis of Kesa 16 8.3 The intangible factors of DSG 18 8.4 Four Cs analysis of DSG 18 9. Finance director 20 9.1Horizontal and vertical analysis 21 9.2 Ratio analysis 21 10. Change Management 26 11. The evaluation of two companies’ intended strategy in 06-07 30 11.1 The evaluation of Kesa’s intended strategy in 06-07. 30 11.2 The evaluation of...

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...challenging environment which is competitive and filled with changes. In order to improve the performance and success in this environment, organizations would need effective strategic leadership. It has also found that in the last few years, there have been explicit contributions from researches which help the managers to adapt today’s business environment by understanding and implementing the strategic leadership (Mary et al, 2008). This paper will discuss strategic leadership by introducing the definition of the strategic leadership as a start. The paper will then analyse what does the strategic leadership mean to the organizations and explain why organizations need strategic leadership in three angles: the change of business environment; the inadequacy of traditional management role for organizations; the importance of strategic leadership in terms of organizations’ strategy implementation. Furthermore, this paper will discuss three implications that the strategic leadership could bring to organizations from the perspectives of: stakeholder, business culture and globalization, respectively. The paper will also give examples for each implication to illustrate why organizations would be benefit from good strategic leadership from all the three perspectives. What is the strategic leadership? The strategic leadership, as defined by Ireland & Hitt (2005, p. 63) which has been popularly used in many academic papers, is “a person's ability to anticipate, envision, maintain flexibility...

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...IT STRATEGIC PLANNING “You’ve got to be very careful if you don’t know where you are going, because you might not get there.” Yogi Berra BACKGROUND Henry Mintzberg, former president of the Strategic Management Society, points out that “strategy can not be planned because planning is about analysis and strategy is about synthesis.” 1 Failure to recognize this basic distinction accounts for the frequent failure of such exercises, as does an excessive focus on technical detail, lack of suitable leadership, and perhaps most important, failure to align technology to institutional mission and priorities. Strategic planning involves a structure or framework, a set of procedures (both formal and informal), and of course content. Beyond these basic elements, the underlying assumptions about strategic planning are that the future can be anticipated, forecasted, managed or even controlled, and that the best way to do so is to have a formal and integrated plan about it in place. The process of planning itself may turn out to be more important than the results, and that process requires, as Mintzberg suggests, both analysis and synthesis. Planning simply introduces a formal “discipline” for conducting long-term thinking about an institution, and for recognizing opportunities in and for minimizing risks from the external and internal environments. Among the hundreds available, perhaps the most well-know model of strategic planning has the SWOT (for strengths, weaknesses, opportunities...

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