CIM Strategy & Planning Frameworks and Techniques

Continuous Improvement (PDCA)

A method for ongoing improvement of products, services, or processes.

Balanced Scorecard

A performance management tool that provides a view of an organization from multiple perspectives.

Strategic Drift

The gradual change in strategy that occurs when an organization fails to adapt to its environment.

Agile Planning

A flexible approach to planning that allows for rapid adjustments based on changing conditions.

Customer Retention (CRM)

Strategies and technologies used to manage and analyze customer interactions and data throughout the customer lifecycle.

VRIO Analysis

A framework for analyzing a firm's internal resources and capabilities to find competitive advantages.

Predictive Analytics

The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

VUCA

An acronym for Volatility, Uncertainty, Complexity, and Ambiguity, used to describe the challenging conditions of the modern business environment.

RBV (Resource-Based View)

A management tool used to determine the strategic resources available to a company.

Flexible Segmentation

The ability to adjust market segments based on changing customer needs and behaviors.

SOSTAC

A marketing planning model that stands for Situation, Objectives, Strategy, Tactics, Action, and Control.

Ansoff Matrix

A strategic planning tool that provides a framework for identifying growth opportunities.

Contingency Plans

Plans developed for unforeseen events or emergencies.

Gantt Timelines

A type of bar chart that illustrates a project schedule.

STP (Segmentation, Targeting, Positioning)

A marketing model that outlines the process of identifying and targeting specific customer segments.

Value Chain

A set of activities that a company performs to deliver a valuable product or service to the market.

CSR (Corporate Social Responsibility)

A business model that helps a company be socially accountable to itself, its stakeholders, and the public.

Triple Bottom Line

A sustainability framework that examines a company's commitment to social, environmental, and economic responsibilities.

GDPR (General Data Protection Regulation)

A regulation in EU law on data protection and privacy in the European Union and the European Economic Area.

7Ps

A marketing mix framework that includes Product, Price, Place, Promotion, People, Process, and Physical evidence.

PESTEL

A framework used to analyze the external environment affecting an organization, focusing on Political, Economic, Social, Technological, Environmental, and Legal factors.

Justify

Support a proposal or viewpoint with structured reasoning, evidence, and valid arguments.

Critically Evaluate

Appraise something by weighing strengths and weaknesses using theory and multiple perspectives.

Assess

Judge the significance or value of something using evidence and context.

Recommend

Propose a well-reasoned course of action supported by theory and rationale.

Explain

Make something clear by providing detailed reasons, insights, and structured logic.

VUCA framework

VUCA stands for Volatility, Uncertainty, Complexity, and Ambiguity. It helps organisations build flexible and adaptive strategies to respond to rapidly changing environments.

VRIO/VRIN framework

A tool to assess if a resource is Valuable, Rare, Inimitable, and Organised. Helps determine if a resource provides sustainable competitive advantage.

Strategic Drift

A misalignment between an organisation's strategy and its external environment over time, often caused by failure to adapt.

People, Planet, Profit model

Also known as the Triple Bottom Line. Measures business success not only by profit, but by social (people) and environmental (planet) impact.

Balanced Scorecard

A performance management tool that balances objectives across Financial, Customer, Internal Processes, and Learning & Growth perspectives.

Relationship Marketing

A strategy focused on customer retention, satisfaction, and lifetime value rather than just acquisition.

Push-Pull-Profile model

A communications planning model. Push = outbound comms, Pull = inbound interest, Profile = building reputation.

Lean Marketing

A method focused on maximising value and minimising waste in marketing operations.

Ansoff Matrix

A framework for identifying growth strategies: Market Penetration, Market Development, Product Development, Diversification.

PDCA Cycle

Plan-Do-Check-Act. A continuous improvement model for refining processes and strategies.

Sustainability Plan

Outlines how the organisation will manage environmental and social impacts. Covers People, Planet, Profit. Links to CSR and brand purpose.

Digital Plan

Covers digital presence, automation, CRM, CDP, SEO, website UX, and digital communications. Supports conversion and reach.

Customer Experience (CX) Plan

Maps the customer journey, improves service touchpoints, supports training, feedback loops, and NPS improvements.

Brand Plan

Shapes brand identity, values, tone of voice, and positioning. Ensures consistency across all touchpoints.

Marketing Communications Plan

Outlines how campaigns are executed using Push-Pull-Profile. Covers media mix, audience targeting, and messaging.

Proposition Management Plan

Ensures the product/service offering remains relevant, priced competitively, and aligned with customer needs.

International Entry Plan

Guides market selection, localisation strategy, legal compliance, and launch timelines when entering new regions.

Loyalty Plan

Drives customer retention and repeat bookings. May include points, tiers, benefits, and engagement incentives.

CRM/CDP Upgrade Plan

Improves data segmentation, personalisation, and campaign automation. Supports retention and CLV growth.