Strategic Planning in Small and Medium Enterprises: An Action Research Case Study focusing International Expansion

Y Raheel, M A Shahzad, R Ahmed

Abstract

This research is based on a case study of an SME planning to expand internationally and focuses on various important aspects of strategic planning. It helps formulate an effective strategic plan to drive a smooth and profitable international expansion. This research utilizes different qualitative and quantitative approaches as methodology. The findings of this research are not only beneficial for the concerned organization but also for other SMEs interested in international expansion. This paper provides a much needed insight into the operations of small and medium enterprises. It also highlights critical challenges an organization must be prepared to face during expansion. Internal organizational analysis focusing on issues such as product range, procurement, capital requirements and logistics while external analysis focusing on environment analysis, customer analysis, competitor analysis and advertisement strategy has been conducted.

Keywords   Strategic planning, small and medium enterprises, international expansion, internal analysis, external analysis. 

Conference   Proceedings of the IOARP International Conference on Management, Leadership, and Entrepreneurship
Conference Year   2015
Conference Dates   18-19 December, 2015
Conference Location   London, United Kingdom
Published in   Proceedings of the IOARP International Conference on Management, Leadership, and Entrepreneurship (IOARP ICMLE 2015)
Date Appeared in GDL   15 April 2016

Pages   8
Global Digital Library Number   GDL-ICMLE15-003
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