Planning is identifying and selecting appropriate goals and courses of action for an organization (Jones & George, 2011). Strategy is a cluster of decision about what goals to pursue, what actions to take, and how to use resources to achieve goals (Jones & George, 2011). There are three steps to planning, determining the organization’s mission and goals, formulating strategy, and implementing strategy. This is where the relationship between planning and strategy comes in. To be able to have a plan the organization will have to have a strategy and implement it. The key findings from the SWOT analysis for Campbell’s based on external analysis are the following: 1.The growing market for health and spots drinks, in which Campbell already was a competitor with its V8 juice. (Jones & George, 2011) 2.The growing market for quality bread and cookies, in which Campbell competed with its Pepperidge Farm brand (Jones & George, 2011) 3.Chocolate products, where Campbell’s Godiva brand had enjoyed increasing sales throughout the 1990s (Jones & George, 2011) The internal analysis identified some major weaknesses, such as high staffing levels. They concentrated on low-cost and differentiation strategies.
Campbell’s lost their vertical integration when Progresso soups became available. Although, after the SWOT analysis and all the work that was done Campbell’s is back and it is now vertically integrated, not only with their soups but also with their juice, chocolate, and bread. Like in any other company there are risks that are taken when changes are made. Conant’s strategic decisions worked rather well and Campbell’s is now once again a successful company.
Jones, G. R., & George, J. M. (2011). Essentials of contemporary management (4th ed.). New York, NY: McGraw-Hill.