PA 244.DA 223 Strategic Planning

2017 PAEA Workshops
STRATEGIC PLANNING
Rommel V. Recla
Graduate School of Government and Management
University of Southeastern Philippines
Mintal Campus
Davao City
Objectives
• Define strategic planning and strategic management
• Describe the benefits of strategic planning
• List and describe the steps of effective strategic planning
• Perform a SWOT and PO analysis for your organization

What are your experiences with strategic
planning?
“Have a core principle, everything else is just tactics.”
- Nelson Mandela
Definition
• A strategic plan is a tool that provides guidance in fulfilling a

mission with maximum efficiency and impact.
Why Plan?
“If you don’t know where you’re going, it doesn't
matter which way you go”
Cheshire Cat ; Lewis Carroll
“If you don’t have a plan, your budget is your plan”

Putnam; NEU
6
A strategic plan should…
• Articulate specific goals
• Describe specific action steps
• Be reviewed every 3-5 years

Other Types of Plans (Planning)
• Operating Plan
• A set of tasks for carrying out the goals delineated in the strategic plan.
• Business Plan
• A plan focused on the actions and investment necessary to generate
income from a program or service.
Strategic Planning vs. Long Range
Planning
Strategic Planning Long Range Planning

• More consideration of the • Looks inwardly at what we
external environment want/where we want to be
• Relies on input from internal • Often fiscal/budget driven
and external stakeholders • Minimal involvement form
• Focused on change and external stakeholders
adapting to actual or • Focused on maintaining the
perceived changes status quo
• Vision of the future is
essential
Important Terms
• Vision (Statement)
• Mission (Statement)
• Strategy
• Tactics
• Goals
• Objectives
Strategic Planning and your Mission
• Your mission is what your program is there to do. It should be the
cornerstone of your planning process.
• You should not have goals, objectives, tactics, or a strategy that do

not align with your mission.
Perspective on Strategic Planning
“..few tools are better suited to help address the staggering array
of challenges brought about by a changing environment.”
Richard A. Mittenthal
How is the PA/DA education environment
changing?
Benefits of Strategic Planning
• Promotes proactivity
• Involves internal and external stakeholders in the process
• Involvement of external stakeholders creates advocacy for the

program
• Promotes stability over time
• Assists with planning for assessment, resource allocation, and

accreditation
• Better prepare the program to evolve with changes

Why Do Strategic Planning?
• Keeps organization • Leads to positive action and
competitive in a dynamic and change
often unpredictable
environment
• Helps in changing direction
• Promotes a clearly defined • Can accelerate growth
direction
• Promotes innovation and
• Promotes buy-in, ownership, creativity
and commitment
• Promotes communication &
teambuilding
• Prevents disenfranchised
employees
• Expands data and intuition
• Sets priorities for resource • Brings external factors to light
allocation
15
Risks and Pitfalls of Strategic Planning
• Not planning to plan

• Not knowing or having a planning process
• Not allotting enough time to plan
• Strategic planning costs money
• The risk of switching directions

When Not to Do Strategic Planning
• No time
• No resources
• No commitment from
leadership
• In an acute crisis or
transition
17
Results of a poor planning process
• Disillusioned stakeholders
• Poor use of resources

• Fiscal
• Physical
• Human
• Failed accreditation reviews

General Principles
• There is no one absolute process
• There are specific principles and required steps
• Should be treated as an ongoing process
• Must evolve and change as the “market” (environment) changes
• Must reflect the vision, mission, and values of the organization

Steps to a Comprehensive Strategic
Planning Process
1. Situational assessment and analysis
2. External competitive analysis
3. Identify strategic or critical issues

SWOT and PO analysis
4. Design the strategic plan
5. Write up the plan
6. Implement the plan
7. Measure success of the plan

SITUATIONAL ASSESSMENT & ANALYSIS
• Determine distinct competencies:
• What makes us unique? What words come to mind when you think about us?
• Marketing evaluation
• The four Ps (Product, Price, Place & Promotion)
• Make that seven Ps for PA/DA education
• For higher education, Hayes adds
• Physical Evidence
• Processes
• People
• Estimation of product/service life

• Cycle: Emergence-Growth-Maturity-Decline
21
SITUATIONAL ASSESSMENT & ANALYSIS
• External: Client or customer’s perceptions
• Methods
• Surveys, focus groups, interviews, observation research
• In PA/DA education who are our clients?

• Students
• Preceptors/employers and “the” healthcare system
• Patients
• Others?
• Expectations, satisfaction & future needs
• What do they value?
• How do they think we are doing?
• How are their needs changing/evolving?
22
EXTERNAL COMPETITIVE ANALYSIS
• Scanning
• Benchmarking
• Survey, interviews, focus groups & observational research

• Who else is providing the service?
• Are we spreading ourselves to thin?
• How is our “product” performing in the marketplace?
• Is our service and product congruent with our vision, mission, and goals?
23
IDENTIFY STRATEGIC OR
CRITICAL ISSUES
Definition: An issue (problem or opportunity) that can potentially
have a large impact on the organization. Something that should
not be ignored….
Brainstorm (post-it notes)
Rank priorities
List- Five to ten
Balloting (secret)
24
SWOT and PO Analysis
• SWOT
• Successes (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external)
• Using your OT, consider the PO

• Possibilities (Any Opportunities that you have influence over, move to
Possibilities)
• Obstacles (Any Threats that you can have influence over, move to
Obstacles)
Designing Your Strategic Plan
• A strategy should provide clear and concise answers
to the following
• Where do we compete?
• What unique value do we bring to those markets?
• What resources and capabilities do we utilize to deliver that

value?
• How do we sustain our unique value?
26
Designing Your Strategic Plan
• In addition to the answering the four questions, a

strategy should
• Be flexible
• Intended, emergent, and realized strategy
• Address critical issues
• Address issues that are within your control
• Be in line with vision, mission and goals
• Misalignment, mission creep or strategic drift
• Be modeled around best practices
• Encourage innovation and creativity
• Be appropriately timed
SURVIVE AND THRIVE
•“I skate to where I think the puck will be, not where it has been”-
Wayne Gretzky
28
Writing up your plan
• Use only one or two people as writers for a consistent voice
• Circulate draft broadly for review and comment

• Establish a firm deadline for feedback
• Seek feedback from stakeholders and leadership
29
IMPLEMENTATION
• Communicate the strategic plan
• Influence achievement of needed changes as quickly as
possible; “quick wins”
• Keep strategic priorities up front
• Build & maintain a sense of high urgency
• Show your enthusiasm for the plan
• Sell the benefits
• Maintain a constant two-way information exchange
• Widely and frequently praise significant
accomplishments and those responsible for them
• Own up to your failures, focusing on lessons learned
30
IMPLEMENTATION FAILURE
• Lack of participation
• Lack of communication
• Poorly thought-out strategy
• Failure to hold people accountable
• Picking the wrong people for the

tasks
31
EXECUTION
“Vision without execution is hallucination.”
-Thomas Edison
32
References and Resources
• Hinton, K; Society for College and University Planning. A Practical Guide to Strategic Planning in Higher
Education.
http://oira.cortland.edu/webpage/planningandassessmentresources/planningresources/SocietyforCollegeUniver
sityPlanning.pdf. Published 2012. Accessed June 24, 2016.
• Paris, K; Office of Quality Improvement University of Wisconsin-Madison. Strategic Planning in the University.
http://www.cuhk.edu.hk/u-planning-office/documents/other-strategic-planning/paris-2003_strat-plan-in-u.pdf.
Published November 2003. Accessed June 24, 2016.
• Business Development Index Ltd. and the Ohio State University. The Process of Strategic Planning.
http://fisher.osu.edu/supplements/10/1470/All_Articles.pdf. Accessed June 24, 2016
• Mittenthal, R; TCC Group. Ten Keys to Strategic Planning for Nonprofit and Foundation Leaders.
http://www.tccgrp.com/pdfs/per_brief_tenkeys.pdf. Published 2002. Accessed June 24, 2016
• Dynamic Business Plan. SWOT Analysis and PO. http://www.dynamicbusinessplan.com/swot-analysis .
Accessed June 27, 2016
• Kryscynski, D; BYU Marriott School of Management and the Center for Teaching and Learning.
https://www.youtube.com/watch?v=TD7WSLeQtVw Published 2012. Accessed June 27, 2016
• Panet, K. Team-based Strategic Planning: A facilitator’s guide.
http://www.kevinpanet.com/documents/samples/Strategic_Planning_Guide.pdf Published 2011. Accessed
June 27, 2016

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2017 PAEA Workshops

• Describe the benefits of strategic planning

• List and describe the steps of effective strategic planning

• Perform a SWOT and PO analysis for your organization

• A strategic plan is a tool that provides guidance in fulfilling a

“If you don’t have a plan, your budget is your plan”

• Articulate specific goals

• Describe specific action steps

• Be reviewed every 3-5 years

Strategic Planning Long Range Planning

• You should not have goals, objectives, tactics, or a strategy that do

• Involves internal and external stakeholders in the process

• Involvement of external stakeholders creates advocacy for the

• Promotes stability over time

• Assists with planning for assessment, resource allocation, and

• Better prepare the program to evolve with changes

• Not planning to plan

• Strategic planning costs money

• The risk of switching directions

• Poor use of resources

• Failed accreditation reviews

• There are specific principles and required steps

• Should be treated as an ongoing process

• Must evolve and change as the “market” (environment) changes

• Must reflect the vision, mission, and values of the organization

2. External competitive analysis

3. Identify strategic or critical issues

4. Design the strategic plan

5. Write up the plan

6. Implement the plan

7. Measure success of the plan

• Estimation of product/service life

• In PA/DA education who are our clients?

• Survey, interviews, focus groups & observational research

Brainstorm (post-it notes)

List- Five to ten

• Using your OT, consider the PO

• What unique value do we bring to those markets?

• What resources and capabilities do we utilize to deliver that

• How do we sustain our unique value?

• In addition to the answering the four questions, a

• Use only one or two people as writers for a consistent voice

• Circulate draft broadly for review and comment

• Poorly thought-out strategy

• Failure to hold people accountable

• Picking the wrong people for the

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