The Four Seasons Spa and Salon has retained a marketing consultant to assist them with their annual strategic planning retreat. Shantelle Stevens, owner of the salon is reviewing the agenda for the meeting and observes that the sequence of activities follows the strategic planning process discussed in her marketing class many years ago. According to the text, what is the first activity that organizations should pursue as part of their strategic planning process?
a. review or establish the organization's mission and goals
b. conduct a SWOT analysis
c. specify the marketing mix
d. identify the target market(s)
Answer: a. review or establish the organization's mission and goals