Wan Ahmad Zam Zam, Senior Manager - Tenaga Nasional Berhad

I had a very knowledgeable and vast experience with Kexxel Group. It was certainly pleasant to be in the trainer's class.


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Simplified Strategic Planning @ Dubai


Simplified Strategic Planning @ Dubai
Simplified Strategic Planning @ Dubai
24 October 2018 - 25 October 2018
Sheraton Dubai Creek - Dubai
In House Training , Management , Sales and Marketing , Logistics Procurement and Supply Chain , Leadership , Human Resource , Finance , Corporate Training


Poor strategic planning is worse than no strategic planning. It can be a big waste of time and money. Even worse, it can lead to disasters.”- Robert Bradford

  • Robert is the co-author of the Simplified Strategic Planning Manual and Simplified Strategic Planning.
  • His recent articles that have caught a lot of attention includes: “Re-thinking the SWOT Analysis”, “Understanding the Competitive Value of Your Brand”, “Dealing with Powerful Customers” “Understanding Value”, and “What Does Your Company Mean”.
  • Robert is a member of the National Speakers Association and a Certified Speaking Professional. As a nationally acclaimed speaker, Robert blends a unique combination of broad knowledge and humorous insight resulting in seminars that are lively and practical at the same time.

Books by Robert Bradford


"Overall, good training!”
Salah Galadari –Director Planning and Performance, Emirates National Oil Company (UAE)
“Very beneficial training for beginners as well as the experts in strategic planning. Good expert trainer + Good event organizer.”
Maher El Hassan – Marketing Director, Karl Storz Endoscopy – East Mediterranean & Gulf
“Very knowledgeable speaker, great material provided. Well organized event with good follow up.”
Bob Khalife – Tourism Development Manager, Omran (Oman)
“The main strength of the event is the clear check list provided for putting together a plan.”
Hisham Morsi – Marketing director, Gulf Food Industries (UAE)
“Excellent subject knowledge, engaging presentation style and good examples used. Knowledge and learning new things were the main strengths of the event. Good customer service from friendly staff”
Brett Subritzky – Development Manager, Emirates Transport (UAE)
“Learning from this course has been a great experience; it has been quite useful listening to Robert give good insights of strategic planning in a practical and simplified way. It gives our company a good perspective on how we structure our strategic planning”
Hazeem Sultan Al Suwaidi - Senior Vice President, Borouge
“Sign up for it, if you’re in that position, executive role or senior management role where you’re being asked to execute strategies. Brilliant event, very well organized, and very well facilitated.”
Linda Tarazi - Head, Special Projects, Admin. & Strategy, Corporate & Investment Banking Group, Mashreq Bank
“I strongly recommend taking this course in the future, not only for people who are working in planning as it is useful in making the right strategic decisions. The preparation process for Strategic Planning is well articulated in this manual.”
Mubarak A. Al-Mulhim – Executive Vice President, Planning and Performance Monitoring, Saudi Electricity Company
“Great refreshing course that tackles the complexity of strategic planning which in my opinion is essential for all companies.”
Charles Sik- Head Consumer Financial Services, OCBC Bank
“A very insightful approach to strategic planning. Content and tips given were the main strengths of the program”
Patrick Heuze – CEO, Emaar Hospitality Group LLC (UAE)
“Speaker and material given were the main strength of this training.”
Mohammed Al Harbi – Section Head, Business Strategy, SABIC (Saudi Arabia)
“The trainer has so much knowledge and experience on the subject. He is really a good communicator. The process presented by the trainer was the main strength of the training. Kexxel Group is a very good event organizer!!”
Mohammed Al Yousif – Director of Strategy, Zamil Industrial (Saudi Arabia)
“This training teaches us how to line our management team onto strategic competencies and capabilities of the organization while identifying the direction the company can expand towards. This is a good opportunity to understand the importance of strategic planning, how to prepare and perform it in a less formal approach in order to direct the company towards more value.”
Taha Khalifa – Regional Manager, MENA, Intel Corporation

Picture Gallery 

Past Clients


  • Emirates National Oil Company (ENOC LLC)
  • Saudi Telecom Company (STC)
  • Saudi Electricity Company
  • Turkish Airlines
  • Zee Network
  • Advanced Petrochemical Company
  • Barclays Bank
  • Abu Dhabi Islamic Bank
  • Mashreq Bank
  • Borouge-Abu Dhabi Polymas Co Ltd
  • EMAL
  • Saudi Basic Industries Corporation
  • Ministry of Health
  • Al Hilal Bank
  • Emirates General Petroleum Corporation
  • Aramex Emirates LLC
  • Dragon Oil
  • Intel Corporation
  • Astra Food Company
  • Global Clearing House Systems
  • Dubai Aviation Engineering Projects
  • Public Authority for Civil Aviation (PACA)
  • Emirates Identity Authority
  • Dubai International Financial Centre Authority
  • Emirates Steel
  • Al Rabie Saudi Foods Ltd.
  • General Authority of Civil Aviation (GACA)
  • United Matbouli Group
  • Gulf Food Industries - California Garden
  • Oman Cables Industry
  • EQUATE Petrochemical Company
  • Emirates Steel
  • El-Ajou Group
  • Emirates Transport


Why You Should Attend?

  • Why Most Companies Fail at Strategic Planning
  • How to Create a Great Strategic Team
  • Strategies to Dominate Your Market
  • How to Get Information You Need
  • How to Measure Key Success Factors
  • Finding Your Unique Strategic Competency
  • How to Make Good Assumptions
  • How to Select and Exploit Your Best Opportunities
  • Ways to Protect Your Company from Potential Threats
  • Determining Your Strategic Focus
  • Get From Where You Are To Where You Want to Be
  • How to Best Allocate Your Resources to Meet Your Objectives
  • How to Most Effectively Use Your Strategic Plan

Program Agenda

Day 1

SESSION 1-External Situation


  •  Key data to collect on markets for strategic planning
  •  Customer behaviour and strategy
  • Market segmentation


  • Key data to collect on competitors
  • Where to get competitive data
  • What matters most about a competitor

Other external factors

  • How technology can make or break strategy
  • Supplier Market dynamics
  • Economics and strategy

SESSION 2: Internal Situation


  • The role of the balance sheet
  • Assessing your income statement

Measures of performance

  • Measures you should use to think about strategy
  • Why financials aren’t enough
  • How to select the most important measures

Profitability analysis

  • Using the profitability analysis to spot strategic issues
  • Why profitability shouldn’t dictate strategy

SESSION 3: Strategic Capabilities and Competencies

Quick strengths and weaknesses

  • Defining your capabilities quickly, without fuss
  • Pitfalls in using strengths and weaknesses in strategy

Strategic competencies

  • Understanding competencies, and why you should invest in them
  • Identifying your strategic competency

Group Exercise: An example of strategic competency in a multi-unit company

Day 2

SESSION 1- Strategies

Strategic assessment

  • Identifying market attractiveness
  • Identifying your competitive position
  • Using your position to begin strategic thinking

Strategic issues

  • The one strategic issue every company must address
  • How to identify and resolve most of your strategic issues


  • Defining strategies for market segments
  • Capturing your vision about your strategic focus
  • Building a set of capabilities to support your vision

SESSION 2- Goals and Objectives

Mission statement

  • Why you need a mission statement – and why you don’t
  • How to get your mission written down in 30 minutes


  • Defining corporate goals
  • Relating goals to measures of success
  • How goals can drive execution – and how they shouldn’t

Objective setting

  • How to set objectives for optimal execution
  • What to do with objectives that you don’t select for execution

SESSION 3: Action Plans

Action plan writing process (group exercise)

  • Formulating action steps
  • Sequencing action steps
  • Allocating resources to action steps

Rules for better execution

  • Tips from companies that achieve 100% of their objectives
  • How to build better execution into your processes and culture

SESSION 4: Budgets

Cash flow budget

  • Using the cash flow budget to protect your company

Investment budget

  • How to prioritize spending on strategic initiatives

Five year projection

  • Testing your strategic plan as a hypothesis
  • How to quickly use your strategic plan to create a five-year budget forecast

SESSION 5: Schedules and Agendas

Time budgeting process

  • Understanding the role of time in strategy execution
  • How to allocate time and schedule execution for better results


  • Putting the whole strategic planning process together – what to do and when
  • How to modify the process to fit your company

Monitoring process

  • How to keep your strategic planning dynamic and alive
  • How to assure excellent execution by monitoring

Who Should Attend

This seminar is SPECIFICALLY designed for C-level executives who are tasked with determining the best course and direction for their companies.

  • CEO, CFO, COO’s
  • Heads of Operations
  • Sales Directors
  • Marketing Directors,
  • IT
  • Engineering
  • Human Resource
  •   ..As well as other executives who report to the CEO.


Enquiry/ In House Training

*******For more details, kindly download the brochure*******


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Save up to 50% from in-house courses!

You may wish to consider having an in-house course delivered locally on-site if you have a number of participants with similar training needs. This course can be customised to fit specific requirements. For more information about IHT kindly send your enquiries to This e-mail address is being protected from spambots. You need JavaScript enabled to view it




Sheraton Dubai Creek
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