Generally, companies are broken down into four levels of hierarchy, the corporate, the division, the business unit and the product level. The overall plan of the company is designed at a corporate level. As part of this planning, each resource is allocated to each division of the company. Next, division level planning allocates resources to each business unit of the company. In addition, business unit planning designs a strategic plan for each business area, which determines each of the marketing objectives/goals, strategies and tactics, that have to be consistent with the overall strategic plan.
Re_formulating objectives: after the close examination of data gathered in the previous stage, sometimes it is needed to re_formulate the initial objectives, in order to address all the issues that might have come up from the previous stage. The distance between the initial objective and the re_formulated objective will be covered by appropriate strategies. We must ensure the re_formulated objective is SMART as well.