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I.        Introduction Strategic planning is an activity that is conducted within an organization in order to set priorities, strengthen day-to-day operations and ensure that both employees and stakeholders are working toward the same goals. It is also an effort to produce a guideline that shows what the company does, why the company does it, and who the company serves. Effective strategic planning focuses not only where the company is going in the future, but also how the company will know if it is successful in achieving the goals (Maleka, 2014). There are different steps and methodologies for strategic planning, however there are no absolute rules concerning the right framework. In this assignment, the writer will start with the first phase, which is analyzing the current customer segmentation. Two companies located in Malang will be chosen to produce a comparison regarding their environment. Afterwards, the next phase will be continued, which is analyzing the differentiat