1. What is Planning?
Planning is the primary management function that involves setting objectives,
formulating strategies, and outlining tasks and schedules to achieve those goals. It
determines what needs to be done, how it should be done, and who is responsible,
ensuring optimal utilization of resources. Effective planning bridges the gap between an
organization's current position and its desired future.
Pakistan Railways planned a bullet train project to connect Lahore and Rawalpindi
within 2.5 hours, modernizing its infrastructure and services. Punjab Safe Cities
Authority (PSCA) strategically planned the installation of a centralized surveillance
system across Lahore to improve urban security and traffic management.
2. Goals and Plans
• Goals are specific, measurable, achievable, relevant, and time-bound (SMART)
targets an organization aims to accomplish.
• Plans are strategic blueprints detailing how to achieve these goals, including
timelines, resources, and responsibilities. Plans define the detailed methods and
timelines for achieving those goals.
NADRA aimed to digitize national citizen records through online portals and biometric
verification systems. Ehsaas Program set a goal to reduce poverty and planned cash
disbursements through digital payment platforms to ensure transparency and reach.
3. Vision and Mission
• Vision describes the long-term future state an organization aspires to reach,
inspiring stakeholders and guiding strategic decisions.
• Mission defines the organization's core purpose, its target audience, and the
methods it uses to achieve its vision.
Vision: HBL envisions becoming the most customer-centric and technology-driven bank
in Pakistan. Careem aims to simplify and improve the lives of people in the region by
revolutionizing mobility and logistics.
Mission: Shaukat Khanum Memorial Hospital focuses on accessible cancer care for
all, regardless of financial status. The Citizens Foundation (TCF) is dedicated to
providing quality education to underprivileged children across Pakistan.
4. Core Values
Core values are the deeply ingrained principles that guide an organization's actions and
shape its culture. They serve as ethical cornerstones that influence behavior and
decision-making.
Engro Corporation practices integrity, innovation, excellence, and sustainability across
diverse industries. Packages Limited emphasizes customer focus, innovation, quality,
and respect for people, which helped it sustain its leadership in the packaging industry.
5. Strategic Management Process
Strategic management involves continuous formulation, implementation, and
evaluation of actions that help an organization achieve competitive advantage and fulfill
its mission.
Steps in Strategic Management:
1. Goal Setting: Define clear, strategic objectives. Jazz (Pakistan) set a goal to
become the #1 digital communication platform by 2025.
2. Environmental Analysis: Conduct SWOT analysis. PSO analyzed the growing
demand for clean energy and the threat of global oil price volatility.
Internal = SW | External = OT
3. Strategy Formulation: Create actionable strategic plans. Careem decided to
expand beyond ride-hailing into food delivery and mobile payments.
4. Implementation: Mobilize resources and execute strategies. NADRA launched e-
Sahulat centers and online CNIC renewal to implement its digitization strategy.
5. Evaluation and Control: Monitor outcomes and make necessary adjustments.
HBL regularly reviews customer feedback on its Konnect app and updates
features based on user needs.
6. SWOT Analysis
SWOT Analysis helps organizations map internal strengths and weaknesses with external
opportunities and threats, supporting informed decision-making
Food Delivery Startups (Foodpanda Pakistan):
• Strengths: Extensive restaurant network.
• Weaknesses: Dependence on urban markets.
• Opportunities: Growth of e-commerce and online ordering.
• Threats: New entrants like Cheetay and air pollution-related delivery restrictions.
Ride-Hailing Services (Careem Pakistan)
• Strengths: First-mover advantage in Pakistan's ride-hailing market and strong
customer loyalty.
• Weaknesses: Vulnerability to driver shortages and fluctuating service quality.
• Opportunities: Expanding into mobility services like food delivery (Careem NOW)
and digital wallets (Careem Pay).
• Threats: Competition from Yango, inDrive, and rising regulatory restrictions on
app-based transport services.
7. What is Strategy and Its Levels
Strategy provides a broad plan of action to achieve organizational goals, operating at
different levels:
• Corporate Level: Overall company direction.
• Business Level: Competition within individual markets.
• Functional Level: Departmental support activities.
Corporate: Lucky Cement diversified into energy and real estate sectors. Fauji
Foundation manages a diversified portfolio across education, health, agriculture, and
energy.
Business: Zameen.com leads Pakistan’s online property market. Daraz.pk focuses on
dominating the e-commerce sector.
Functional: UBL’s digital banking strategy. MCB Bank enhancing customer service
through mobile apps and self-service kiosks.
8. Corporate Competitive Strategies
These strategies aim at building and maintaining a competitive advantage.
• Cost Leadership: Winning through lower prices.
• Differentiation: Winning through uniqueness.
• Focus Strategy: Winning through targeting a niche.
Cost Leadership: Servis Shoes offers affordable shoes for mass markets. Tezgam
Express offers economical rail travel.
Differentiation: Khaadi with its unique, culturally inspired clothing. Sapphire combining
fashion with luxury fabric experiences.
Focus: TCS Sentiments Express specializes in personalized gifts. Ghani Shinwari
targets niche cultural and traditional dining experiences. Bagallery focuses exclusively
on beauty, fashion, and lifestyle products for a niche online shopping audience.
9. Entrepreneurship and Its Role in Business
Entrepreneurship involves identifying market opportunities, innovating, and taking risks
to launch and manage new business ventures. It drives economic innovation, market
diversity, and employment generation.
Careem revolutionized urban transportation with ride-hailing services. Bykea leveraged
motorbike culture for rides, deliveries, and payment solutions. Paymo: An emerging
startup providing Buy Now, Pay Later (BNPL) services, giving Pakistani consumers flexible
payment options for online shopping, boosting e-commerce adoption.
BusCaro: A tech-driven platform solving daily commuting problems by offering
affordable, safe, and shared bus rides for office workers, helping to ease urban traffic
congestion and improving public transport options.
How to Conduct a Personal SWOT Analysis:
Strengths (Internal, Positive) Identify your unique skills, talents, and resources.
What are you naturally good at? What achievements make you proud? What do others
see as your strengths?
A student in Pakistan may identify strong analytical skills and proficiency in coding as
strengths.
Weaknesses (Internal, Negative) Recognize areas where improvement is needed.
What skills or habits hold you back? Are there tasks you avoid due to lack of confidence?
What feedback have you received about areas for growth?
The same student might acknowledge a weakness in public speaking or time
management.
Opportunities (External, Positive) Explore external factors that could work in your favor.
What career or educational opportunities align with your skills? Is there a growing
demand for your expertise? Are there mentors or networks you can leverage?
The student might identify Pakistan's growing IT sector or scholarships for tech students
as opportunities.
Threats (External, Negative) Understand external challenges that could hinder your
progress.
What external factors could derail your goals? Are there economic, industry, or social
challenges? Who are your competitors?
The student might face threats such as high competition for IT jobs or limited resources
for advanced training in their region.
S - Strong technical skills W - Poor public speaking
Quick learner Inconsistent time management
Creative problem solver Lack of networking skills
O - Growing demand for IT jobs T - High competition in the field
Access to online courses Economic instability
Mentorship from industry
leaders Rapid changes in technology
