For most businesses, the planning cycle lasts for 12 months and is aligned with government tax periods. 

Planning is an ongoing process but businesses often find it helpful to review their strategy in September each year (after the summer holidays). In large/complex organisations, the planning process can take 3-4 months to allow for different departments to submit their recommendations and for budget negotiations to be resolved. Ideally, detailed plans covering the year ahead will be in place by the end of December.

Between January and July, the plans are executed, monitored and optimised and adjusted based in in-market feedback.