What is business continuity planning primarily designed to ensure?

Business continuity planning is fundamentally focused on ensuring that organizations can maintain ongoing operations during and after a disruption. This includes preparing for a wide range of potential interruptions, such as natural disasters, cyber-attacks, or any other incidents that might hinder normal business processes.

By implementing a well-structured business continuity plan, a company can safeguard critical functions and resources, allowing it to respond swiftly to emergencies and minimize downtime. This proactive approach helps to protect the interests of stakeholders, including employees, customers, and partners, ensuring that essential services or products can continue to be provided even under adverse conditions.

Consequently, while maintaining financial profitability, engaging in marketing strategies, or expanding market reach may be important components of a business strategy, they do not represent the primary focus of business continuity planning, which is dedicated to operational resilience.