What is the process of developing and maintaining a strategic fit between an organization's goals and its changing marketing opportunities?

The process of developing and maintaining a strategic fit between an organization's goals and its changing marketing opportunities is best described by strategic planning. This type of planning involves analyzing the business environment, assessing the company's own capabilities and objectives, and determining the best course of action to achieve long-term goals. It requires a thorough understanding of both internal factors, such as resources and competencies, and external factors, such as market trends and competitive dynamics.

Strategic planning is a forward-looking approach that aligns the organization’s long-term vision with opportunities in the market, ensuring that as conditions change, the strategies employed to meet those conditions do so in a manner that supports the overall goals of the organization. It typically results in a framework that guides decision-making and resource allocation throughout the organization, enabling it to adapt to shifts in the marketplace effectively.

Operational planning, on the other hand, focuses on the short-term execution of day-to-day operations to meet the tactical objectives of the organization, while tactical planning deals with the specific actions needed to implement the strategies set out in the strategic plan. Contingency planning involves preparing for unexpected events and is not primarily concerned with aligning goals and opportunities.