Strategic Plan For Market Occupation Of MacVille Company

Setting the Vision and Mission Statements

The MacVille Company has started its operation in the Australian market at first and gradually became one of the leading brands in the Australian market. The Company is popular for its manufacture of espresso coffee machines and an integral part of the hospitality industry. The Company headquarters of MacVille Company is located at the business centre in Sydney. In this regard, the Company wants to expand its market by increasing the target customer for their services. In this context, the purpose of this report is to construct a strategic plan for the intense market occupation of MacVille. As a matter of fact, the MacVille Company must focus on the vision and mission at first. The purpose of setting new vision and mission is associated with setting up the objectives so that it will guide to further maximisation of market. It requires new mission and vision statement based on which the Company will set its plan. In addition to this, the report also depicts a clear understanding of the role and importance of the internal and external factors that have a deep influence on the profit and sustainability of the Company. Moreover, the analysis of the SWOT analysis will deliver a better understanding of the present scenario of MacVille. Based on this analysis, the report further draws a strategic plan that will help the company to fetch more profit by attracting target customers. Furthermore, the progress report is also incorporated into the discussion and develops a strategic growth for the MacVille Company.

As far as the vision statement of the Company is concerned, it was coincided with the product and services of the company. The Company set its goal to become a national brand within the next five years. It requires a development in the product and services of the Company as a part of the hospitality industry. Moreover, the vision was also associated with gaining reliability and sustainability that the Company can earn by providing quality hospitality services to the customers.  However the current approach of the Company is to deliver innovative products with an incorporation of advanced technologies. As a result of that the Company introduces effective framework to incorporate innovation and creativity in its operation.

Moreover, the mission of the MacVille Company also expresses the similar way with the vision. In this regard, the mission of the Company connotes professionalism with a stewardship in moral standards of conduct. Moreover, commitment to motivating the self directed teams and fostering good leadership in order to ensure safety in production as well as workplace is also enlisted into the mission of the Company. In fact, the Company wants to deliver commitment towards environmental sustainability and respect the value of customers in this regard.

The Company presently focuses on expanding its business occupation robustly in the Australian market. It requires proper understanding of the coffee market as well as the behaviour of the customers in order to make the current practice effective and profitable. As far as the current practice of the company is concerned, it is looking for new areas of expansion with an agenda to introduce new product. In this regard, product diversity is the most important aspect on which the MacVille Company puts more thrust. Incorporation of new ideas blended with innovation and creativity is also a significant step that the Company has followed. Moreover, maximizing the customers is also a matter of concern for the company and for this MacVille has intended to introduce community service by donating an amount of profit every year to different communities and non profit organisations. .

Role and Importance of Internal and External Factors

Sub: Mission and Vision review

Dear all,

Thanks to all of you to get connected with the Company for a long time. Now, we have decided to shift a bit from our existing mission and vision and introduce more responsibility towards the customers. Therefore, the current mission and vision will be as follows;

Existing vision and mission- The Company is willing to provide quality services to the customers in order to establish a better hospitality management. In fact, the MacVille Company intends to become a national brand within the next five years.

Current approaches- The current approaches are coupled with facilitating stewardship in the environmental sustainability and more responsibility towards communities. In addition to this, product diversity blended with creativity and innovation are also became the important aspects that the Company is going to proceed towards.

Revised vision and mission

Mission- Ensuring more safety and build up responsibility towards the communities.

Vision- Incorporating diversity in the Company products and introduce sustainability to the Company profile.

Organisational Values- The organisation values the corporate social responsibility (CSR) framework with investing more in the community development programs. Moreover, the Company wants to expand its business by enlisting more innovative products and services.

In this regard, we need your help and assistance to proceed further. We are requesting you to attend a meeting on 8/08/2018 at 12pm.

Regards,

General Manager

MacVille Company 

Internal and external environment are considered to be important factors that a Company must focus upon. In this regard, the MacVille Company uses the PEST analysis for the external market environment analysis and on the other hand the SWOT analysis is reflected the internal environment.

As far as the political scenario of Australia is concerned, there is a political stability prevalent in the country. In fact, the government’s concern over trade and business sectors ushers more flexibility in business. As per the Australian regulation on environmental management, it is important for every business organisation. It involves an awareness to put an impact on the environment. The more the organisations emphasize on the environmental management the more they will sustain in the Australian market. Reduction of carbon footprint and waste should be the bottom line of the companies (Australia.gov.au., 2018). Based on this understanding, recently the MacVille Company also sets its strategy to meet the environmental regulation.

The economic structure of Australia is highly matured with gross domestic product (GDP) amounts AUD 1677.47 billion in 2016. Moreover, the purchasing power parity (PPP) is estimated at USD 1187.32 per capita GDP (Australia.gov.au., 2018). This is very promising for doing business in the Australia. However, high competition is a major concern for the business industries and they must change their strategy with the course of the change in market demands. A strong market analysis and product diversification is also necessary to cope with the intense competition in the Australian market. As a matter of fact, the MacVille Company is also focusing on diversify its products by introducing new products and services for the benefit of the customers.

SWOT Analysis for Present Scenario of MacVille

Australia is popular for its rich coffee culture. A number of big and small coffee industries are operating their business successfully in this regard. However, the Australian people are more concerned about the quality of their products and putting stress on the better service experience (Business.gov.au., 2018). Corporate social responsibility (CSR) is also a major aspect in this context. It helps the company to express its responsibility towards the society and the communities (Lim, J.S. and Greenwood 2017). The brand image will be enhanced and in return able to maximize customers. Therefore, the MacVille Company is willing to invest more on the community development program.

Technological advancement in Australian business is always been an advantageous step to capitalise the market. In fact, with the growing demand in the Australian market it is imperative to adapt new technologies or invent something new. The environmental issues are also coupled with it (Business.gov.au., 2018). Therefore, the MacVille Company also plans to make some technological modification in the existing espresso coffee machines and at the same time introducing new products that are energy efficient and have less carbon emission. Moreover, the introduction of the Management Information System to build up a better in-house communication is also a benevolent step for the MacVille Company in order to set the infrastructure more effective and efficient.

Strength	Opportunity
· The production of the espresso coffee machines are experiencing high growth. · Good reputation in quality service. · Increase in sales. · Value the customers’ preferences. · Effective marketing communication and promotion. · Higher growth in the economy. · Steady population growth rate by 36 million in 2050. · Technological development.	· New commercial espresso machines are being developed with 30% energy consumption. · Development in the home consumer market. · Increasing demand of espresso machines in the Sydney market. · Strategic alliance with the other coffee bean suppliers. · Strategic alliance with the interest parties.
Weakness	Threat
· Inbound logistic issue. · Lack of experience in importation and customs operations. · Ineffective outbound logistics in the form of late deliverance of the espresso coffee machines. · Ineffective outsourcing that fail to meet the customer demand.	· A carbon tax will be enacted on all energy intensive products. · Rise of the Australian dollar having a negative impact on the tourism industry. · The Nufix Inc Company possesses a threat to the espresso coffee machine market with its global corporate brand. · BeanEX is another competitor that is also associated with the wholesale of espresso coffee machines.

Competitors in a market are considered to be a threat for the MacVille Company. In this regard the most important competitors of MacVille are Nufix Inc and the BeanEx. Nufix Inc is a global corporation providing generally instant Coffee machines. However, recently the Company has shifted its normal product and puts more emphasis on the espresso bean and machine market. Due to the dynamic market occupation with high advantages in the finance and human resources the Nufix Inc is determined to capitalise the Australian market very soon. That is considered to be one of the major threats for MacVille. In this context, another competitor is the BeanEx. This company is popularly known for its supply of coffee beans. However, recently, the company is now going to develop espresso machines for the customers. The existing coffee market of the company can get leverage to sale its new espresso machines.

In case of the allies and partnership with other companies the MacVille Company does not have any existing allies besides the delivery services. For outbound logistics in terms of delivering the espresso coffee machines the Company is relied upon different delivery agencies. In this regard, a three year contract is also been signed between the delivery agencies and the MacVille Company. Recently, the Company is willing to pursue strategic alliances in order to expand its business in the high competitive market in Australia. In this regard, the Company is going to make a partnership with the Java Estate Company. This Company mainly sells quality Arabica roasted coffee beans all over Australia. Moreover, the Java Estate Company has a joint venture with the MacVille Company with the condition that the Java Estate will pay MacVille the cost price for the delivery and installation of the espresso coffee machines and pays the rests of the purchase price on a 12 month repayment program.

Construction of Strategic Plan for Market Occupation

In the meeting with the supervisor the possible opportunities for the Company to sustain its future business are discussed. In fact, there are the strengths and weaknesses that are also included into the discussion. The supervisor is acknowledged with the current external environments that have immense impact on the MacVille Company. In this regard, the threats are also taking into account which can be resolved with a proper strategic planning. 

• The first objective is associated with the selling of MacVille espresso coffee machines in every corner of Australia.
• The second objective is related to the increase in the profit margin by 5% in the upcoming five years. In this regard, the Company puts focus on the sales growth of the espresso machines.
• The third objective is to create a brand image in the Australian market within the next 5 years. This is coupled with the brand recognition of MacVille co-branded with the partners.
• The fourth objective is referred as reducing the waste and energy by 10% within the next five years. It is also stapled with the training programs and the monetary benefits for innovation aligned with the company mission and vision.

For the first objective, it requires to set a better network all over the country. The partnership with different companies can ease the situation. In this regard the first step will be building relationship. Relationship with the customers as well as the partners plays a key role in expanding the business network. Moreover, opening a new branch in the distant parts will lead to pool maximum number of customers. In addition to this, fetching a quality service is also responsible to set a better connection with the customers directly.

The next objective is related to the sales growth. It requires an intense marketing strategy with the help of online and offline advertisements (Lee, J. and Hong 2016). Online advertisement mediums can be identified as social media like facebook and twitter where the MacVille Company can register their promotions in order to sell products. The offline measures are associated with campaigns, newspaper advertisements and tele-shopping (Dinner, Van Heerde and Neslin 2014). In the campaigns the MacVille Company can use flyers and banners so that the target customers will get information regarding the new product launch.

The next objective can be generated through highlighting the brand recognition. Messaging is considered to be a strategic measure in this regard through communication, advertising materials and websites (Hansson and Mattsson 2017). Besides this, the Company Logo should be attractive coupled with the typefaces and color. For the MacVille Company round shapes must be used in order to reflect creativity and friendliness.

The fourth objective is associated with the environmental considerations. It requires innovations and skills to invent energy reducing products. Moreover, technological advancement is also an essential part in this context.

Objectives	Strategy	Responsible parties	Priority Rating (1-5)
Objective 1	Strategic alliance agreement with Java Estate	Java Estate and MacVille Company	3
MacVille Melbourne Warehouse	MacVille Company	2
Maintenance contracts	MacVille Company	2
Objective 2	Buying negotiations	MacVille Company and the suppliers	3
	Capacity and productivity	MacVille Company	4
Objective 3	Social media marketing	MacVille Company	5
	Co-branding	MacVille Company and Java Estate	4
Objective 4	Innovation and reward program	MacVille Company	5
	Energy use awareness campaign	MacVille Company	4

Strategy List

(Created by the author)

Strategies	Timeline
3 months	6 months	12 months	15 months	18 months	24 months
Strategic alliance agreement with Java Estate
MacVille Melbourne Warehouse
Maintenance contracts
Buying negotiations
Capacity and productivity
Social media marketing
Co-branding
Innovation and reward program
Energy use awareness campaign

Strategy Timeline

(Created by the author) 

The Company is setting its feet to achieve the objectives within the next two years. Therefore, it develops a timeline. However, in case of the Warehouse development and the process of reduction of energies is not going effectively due to a number of competencies. In the Northern territory the MacVille Company does not get any assistance from the contractors.

Despite of having some trouble in the strategic plans, it can be stated that company is still running greatly by meeting almost all the objectives in given time. In fact, in some cases the Company is able to offshoot its expectations. For an instance, in the wages turnover ratio, the expected percentage was 12.5 but in practice the Company is succeeded to achieve 13.8%.

As far as the plans are in progress it requires some improvements in some specific strategic measures. For an instance, the process of building up a MacVille warehouse in Melbourne must be opened as soon as possible. Moreover, the plan to reduce energy consumption is also lagged due to lack of communications. In fact, the entire practice has to be rolled out across the entire organisation which is yet to be achieved.

Conclusion

This report is going to figure out the possibilities for the MacVille Company to introduce new observations for the company. As a matter of fact, the Company is trying to maximise its market by introducing new and diverse products. The PEST analysis and the SWOT analysis are implemented in this regard to create an understanding regarding the market situation of the MacVille Company. However, there are some measures that the company has to taken in the form of building partnership with other companies. In this regard, setting alliance with the Java Estate will be beneficial steps for the MacVille Company to establish a better market capitalisation. Moreover, the KPI progress and the milestone progress reflect the effectiveness of the strategic plan. Based on this understanding, it can be concluded that the report is clearly demonstrate the competencies and the process related to the process of changing the Company operations not only internally but also externally as well. 

Reference

Australia.gov.au., 2018. Department of the Environment and Energy | australia.gov.au. [online] Available at: https://www.australia.gov.au/directories/australia/environment [Accessed 9 Aug. 2018].

Business.gov.au., 2018. Environmental legislation licences and permits. [online] Available at: https://www.business.gov.au/risk-management/environmental-impact/environmental-management/environmental-legislation-licences-and-permits [Accessed 9 Aug. 2018].

Dinner, I.M., Van Heerde, H.J. and Neslin, S.A., 2014. Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), pp.527-545.

Hansson, I. and Mattsson, L., 2017. Product placement: A study of audience perception on brand recognition and congruence.

Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), pp.360-373.

Lim, J.S. and Greenwood, C.A., 2017. Communicating corporate social responsibility (CSR): Stakeholder responsiveness and engagement strategy to achieve CSR goals. Public Relations Review, 43(4), pp.768-776.