Contingency planning, then, allows a company to resume operations as soon as possible after a disaster or crisis. It ensures that the company has components in place that promotes its core health and resiliency. In contrast to the others, this type of planning focuses on possible realities rather than concrete factors or reactions to existing factors.
According to Kurtz, MacKenzie and Snow (2009, p. 51), marketing planning focuses on implementing strategic planning activities in terms of presenting the product to the customer in a way that would generate sales. Like tactical planning, this is also a short-range planning system that will necessarily change as the environment and result reveals its strengths and weaknesses. This component also includes the communication strategy the company implements to stimulate the maintenance and growth of its customer base. This is a longer-term goal than the marketing strategy that is focused upon promoting new products to new customers. Relationship building has the long-term goals of retaining existing customers for the benefit of possible future sales. This type of planning is therefore highly integrated with the strategic plan, as it functions as a focus upon long-term success that is based upon projected customer preferences.
Administrative planning, according to Wallace and Webber (2010, p. 116), might be said to be the practical component of strategic planning. It concerns the business continuity program in terms of description and documentation. In other words, administrative planning provides a single document that contains planning information such as initial program development, BIA, and risk assessment. Lon-term contingency planning and strategy are also included in the document. Administrative planning also has a more general focus than the other types of planning, in that it provides an all-encompassing vision of the planning process. It is both a long- and short-range glance of the company's planning strategies, from the strategic planning component, to the briefest of implementations and marketing. The administrative plan, then, contains highly detailed information of all the other types of plans...
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