Planning is an essential management function that provides direction. It involves setting objectives, developing assumptions about the future, identifying alternative courses of action, evaluating alternatives, selecting a plan, implementing it, and following up. While planning reduces risks and promotes efficiency, it can also lead to rigidity and is time-consuming. Effective planning provides direction, facilitates decision-making, establishes performance standards, and reduces uncertainty, overlapping activities, and costs. However, plans may not guarantee success due to issues in implementation or changes in the dynamic business environment.