Strategic Planning in Organization

This essay discusses the importance of strategic planning in organizations with the case study of Bulla Dairy Foods. It highlights the benefits of strategic planning such as responsiveness to customer needs, encouraging innovation, and providing direction to the company. The essay also emphasizes the success of Bulla Dairy Foods in leveraging strategic planning for increasing sales, supporting local industry, and launching successful campaigns.

Running head: STRATEGIC PLANNING IN ORGANIZATION
Strategic Planning in Organization
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1STRATEGIC PLANNING IN ORGANIZATION
Organizational Planning refers to the process of identification of immediate along
with long term objectives pertaining to an organization. Strategic Management refers to the
process that involving the managers so that they can formulate strategies that can help the
organization in attaining the objectives. Bulla Dairy Foods is an Australian company that is
instrumental in offering broad range of the chilled along with frozen dairy product
(Bulla.com.au 2018). This essay argues that the managers in an organization should take
recourse to strategic planning that can help the organization in successfully attaining the
organizational goal. It states that the strategic planning was successfully made use of by Bulla
Family Dairy for ensuring the success of the organization.
Strategic Planning can help the organization in being responsive to the needs of the
customers and encourage new ideas that can help the organization in achieving competitive
advantage. It can provide direction to the company that can help in earning profits for the
company. Strategic Planning can help the managers in the aspect of decision making that can
help the company in identifying the course that can help the company in attaining its vision.
It shows the path for an organization that can enable them in acting decisively within the
complex world environment (Channon and Jalland 2016). The strategic planning can help in
the process of identification of problem in an organization and analysis of the alternative
solutions. It can help in providing a holistic solution that result from insight or that of
intuition. Strategic Planning can help an organization in the setting of priorities and
strengthening the operations that can help the employees in working towards a common goal.
Strategic Planning is indicative of a disciplined effort that helps in producing the fundamental
decisions along with actions that can help in guiding an organization (Suarez, Calvo-Mora
and Roldán 2016).
Bulla Dairy Foods wanted to grow its business in the profitable manner and on the
basis of strategic planning new product categories were launched on the basis of the customer
segment. The managers leveraged the manufacturing capacity of the organisation for
achieving sales revenue and foster the growth of the company. The management of Bulla
Dairy Foods felt that the people should be able to know from where their products are coming
from and they have offered support to the local industry that has made the company attractive
in front of the people. Authenticity has been take recourse to by the brand for expanding in
the market. The price-deflation market of Australia has necessitated that certain strategies
should be brought about that can help in easing the pain of the farmers (Knight 2014). The
farmers have been affected to a great extent by that of the milk-price crisis and Bulla Dairy

2STRATEGIC PLANNING IN ORGANIZATION
Foods has taken recourse to contracts that have helped the company in the making of profit.
Bully Dairy Foods has taken recourse to innovation that has helped in the functioning of its
business. They have laid emphasis on the aspect of leveraging of culture that can increase the
performance of the employees within the organization. They have developed a high
performance culture that helped the company in making immense amount of profits. Bulla
Dairy Foods has successfully worked on the aspect of external communication that has
helped in drawing a lot of traffic (Johnsen 2015). This has helped the company in becoming
popular among the people. Bulla Dairy Foods also launched “unfakeable campaign” that
helped in clearly defining to the customers the supreme quality of the product of the
company. The strategic planning on the part of the management of Bulla emerged to be
successful as the campaign helped in communicating to the people about the brand value of
the company. The campaign spoke regarding the history along with heritage of company and
even the people in the advertisement were staff of the company (De Baerdemaeker and
Bruggeman 2015).
The products of Bulla Dairy Foods are made out of natural ingredient and the passion
of the workers has assured an eminent position to the company. The labelling of the products
shows clearly that the raw materials used are local that help in increasing the profits made by
the company. The products of Bulla Dairy Foods are made in Australia and they are owned
by the Australians. Bulla Dairy Foods wants to increase its business in the international arena
so that their business can evolve to become more profitable (Bititci, Cocca and Ates 2016).
They have increased the size of the international team and they have appointed overseas
employees that has facilitated the global expansion of the company. They have recruited
people from Hong Kong, Malaysia along with Singapore that has helped in expanding their
business and they have worked with the local partners that has proved to be a cause for the
success of the business (Klag and Langley 2014).
Bulla Dairy Foods has also brought out a Nut Free Ice Cream range and there was a
nut allergen warning and the company had to develop nut free products. It thus catered to the
needs of the customer who wanted the products to be devoid of nuts (Brewster 2017). Bulla
Dairy Foods as a part of the strategic planning process contacted the suppliers for ensuring
that the products were correct in relation to supply and the ingredients. Bulla Dairy Foods has
worked with a lot of people from the suppliers to the warehouse staff for ensuring
profitability pertaining to their business (Ramírez and Selsky 2016).

3STRATEGIC PLANNING IN ORGANIZATION
Strategic Planning can bring great benefits for an organization and it can help an
organization in responding to the demands of consumers. It can help an organization in
encouraging innovative ideas that can provide a company with competitive advantage.
Decision making can be facilitated with the help of strategic planning that can provide the
company with direction that they can make use of for attaining its aim. The managers of
Bulla Dairy Foods leveraged manufacturing capacity in relation to the organization that
helped in increasing sales of the brand (Dibrell, Craig and Neubaum 2014). The managers of
Bulla Diary Foods felt that people have the duty of knowing the origin of the raw materials of
the products and they have extended support to local industry as a part of their strategic
planning process. The company has worked in the field of external communication that
increased the visitors to the website of the company. This strategic planning adopted by the
organization has augmented profitability pertaining to the firm. The company as an integral
part of the strategic planning process launched the “unfakeable campaign” that stated to the
customers the superior value of products of the brand. Natural ingredients have been used for
making the products and the zeal that the workers have provided Bulla Dairy Foods with a
prominent position in the competitive marketplace.

4STRATEGIC PLANNING IN ORGANIZATION
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