This deliberate setting of the actions to determine the outcome of the action affecting the organization constitutes the planning process; hence, planned approach to strategy. The deliberate description of the collective vision and goal or intention of the organization in most cases is as a result of the leadership planning. This realisation is essential in determining the approach to strategy. These two approaches as Mintzberg describes them constitute a vast capacity of the organisation in establishing a successful plan in either action, including marketing frameworks.in view of the two approaches, it is notable that no approach is conclusively better than the other. Notably, each of the two approaches has its advantages and limitations; therefore, the need to consider each in defining the ultimately suitable approach to employ in formulating the management strategy of the organisation. Notably, in defining the deliberate strategy, they occur naturally as imposed on the organisation, and contain several aspects, which make them essential in marketing planning process (Finlay, 2000, p 19). The planned approach facilitates clarity of the intended purpose of the action taken, unlike the emergent approach. This corresponds to the meaning that where the marketing planning process is clear and explicit to understand, it is easier for the actors to identify and work towards a collective purpose, minimising the level of deviation from the intended objective. The planned approach helps the marketing plan to focus on the desired outcome, facilitating the organization participants with clear and unambiguous sense of direction (Mintzberg, 1994, p 114). However, the planned approach can also impede the planning processes in that the fixation on specified and purposed outcomes increases the organisations rigidity and lowers the responsiveness speed in the event of changes occurring or arising the need of change due to operating environment changes. Thus, it impedes marketing planning process as Mintzeberg notes from psychology that articulation of fixed strategy impedes the willingness to change from that plan. Thus, planned approach to strategy significantly impedes the planning process with respect to the organisation purpose.The emergent approach to strategy is consistent with a stream of actions that influence the environment leading to positive feedback or considerable success in
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