This presentation delves into the strategic planning process within a business context, focusing on Purbeck Ice Creams as a case study. It outlines the company's mission, vision, objectives, goals, and core competencies, emphasizing factors to consider during strategic plan formulation, including micro and macro environmental analysis using SWOT and PESTLE frameworks. The presentation further evaluates the effectiveness of strategic techniques such as the BCG matrix and SPACE analysis in managing business activities and ensuring alignment with company capabilities. The goal is to understand how these tools contribute to competitive advantage and sustainable growth, referencing relevant academic sources to support the analysis and recommendations.