Strategic planning is an important tool for the survival of any business entity as it aligns its objectives, human resources base and the prevailing and forecasted markets to the desired growth path. Healthcare organizations (HCO) for instance, in an attempt to maximize profits, ensure provision of high quality services and effective resource allocation for its activities. The role of marketing in this process is key as it identifies areas of growth within the institution’s present business and advices on the market penetration and development strategies together with the most ideal product development methods (Kotler et al., 2003, p.10).
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