The following report is based on the preparation of a strategic development plan for Macville Private Limited, based in Sydney. The company deals in the manufacturing of Espresso Coffee machines that are supplied to the large range of clients of the company dealing in the hospitality industry. The first part of the report will deal with the vision, mission and the core values of the company. It will also detail out the different types of the internal and external analysis of the company that are quite important for development of the new strategic plan. The first part of the report starts with the explanation of the vision of the company.
In order to successfully confirm the Vision and Mission of the organization it is necessary to,
The vision statement of the company is to provide the best experience in a Coffee café. The employees of the organization along with the support of the management can provide the best environment in the organization which can help in the creation of the best cafe going experience.
The mission statement of the organization must be in line with the vision statement. The immediate mission of the company is to establish additional cafes in different parts of Australia especially in New South Wales and Queensland. Gaining this very mission will help the organization to become a nationally branded one and an integral part of the Australian hospitality industry.
The following mission statement has to be agreed by all the stakeholders and the seniors in the management of the company. The statement must be implemented and reviewed periodically by the organization as because it is not precise enough and also to see whether it still encompasses all the relevant activities within the organization.
The main approaches and the practice done by the management of the organization are as follows,
Vision
The new vision of the company must be to be unique and innovative in nature and discover new ways and process to increase and improve the efficiency and effectiveness of different solutions of the customers.
Mission
The mission of the company will be to embrace proper strategic alliance and search for new partnerships in the coffee business. The search for new partnerships in Australia will help the organization to ensure day healthy market share and be one of the top coffee cafes in the country.
After the meeting with the marketing heads of the company it is seen that the organisation has a number of clear vision and goals to achieve the targeted sustainability and growth in the Australian market. This includes,
|
Core Value |
Description |
|
Honesty |
To be honest in every business activities and make the customers believe on the honesty of the organization |
|
Integrity |
To be integrated and dedicated towards serving the customers in a proper and efficient manner that will be helpful for the organization |
|
Friendliness |
It is important for the organization to be friendly towards the customers and also the employees of the organization. The management of MacVille must ensure to be in good terms with the employees. Being in good terms with the employees will ensure a better behaviour from the employees towards the customers which in turn will increase the reputation of the organization. |
PEST Analysis
PEST Analysis helps to identify the external challenges of the company. This includes the likes of the;
Value Chain Analysis is used for identifying the different sources of competitive advantage. As said by, Miller Lee Obersky and Edwards (2015) it helps in the opportunities to secure cost advantage and clear product service differentiation. Apart from this it also includes the value beating activities of all the different participants in the industry.
The lack of personal experience for customs and import is a huge problem for the organization. Inbound logistics is concerned with receiving storing and distributing different inputs.
Marketing and sales department of the company are currently operating quite well and strong points for profit. It can be extended by the use of internet and it identifies the needs of the customer and the point of generation of sales.
The company enjoys a good reputation for after sale service to the customers and it is capable of maintaining the value of the product after purchase.
The delivery company that was constructed by the company is not able to deliver machines on time because of the first expansion plans of MacVille. The failure to do so has lead to problems in Logistics for the company (Cummings and Worley 2014).
The operations of the company are supported by a world class infrastructure and a proper strategic planning. It comprises of the transformation of the inputs into the final product.
The objective of conducting the SWOT Analysis in this particular case is to study on;
|
Challenges |
Enablers |
|
(Strengths) |
(Weaknesses) |
|
· Well established reputation and after sales service by the company · Excellent mix of Advertising and after sales service · Well behaved employees · Wide variety of options in beverage and drinks |
· Supply Chain problems · Poor performance of the delivery company that has been contracted by the organization · Presence of too many fresher is a problem |
|
(Opportunities) |
(Threats) |
|
· Online advertisement · Low competitors in the market · Increase in the population helps to increase number of potential and targeted customers |
· Unable to tackle the import and customs problems · Raise in the interest rates · New companies like Nufix.inc and Bean ex coffee is entering the market |
Strengths
The company has a well established reputation because of the after sale services provided by them. The excellent doctor for services acts as a major strength for the organization (Cummings and Worley 2014). Apart from this an excellent mix of advertising and after Sales Service along with the presence of well behaved employees also act as a factor of strength. The capability of the management to provide a number of options in beverage and drinks helps the company to attract a large number of customers.
Weaknesses
According to, (Graham et al. 2018) there are problems in the supply chain of the business as poor performance by the delivery company that was constructed by the organization has led to a number of problems. Apart from this the presence of a large number of fresher as the employees of the organization also acts as a huge weakness for the organization.
Opportunities
Online advertisement and presence of low competitors in the market is two of the largest opportunities for the business. Apart from this the predicted increase in the population will help to attract a number of customers in the future.
Threats
The largest threat of the company is the inability of the company to tackle import and Customs problems. Apart from this the rise in the interest rates and emergence of new companies like Nufix.inc and Bean ex coffee are the largest threat for the company (Graham et al. 2018).
Business Name: Home Espresso Trades
Objective: Selling espresso machine in joint venture with MacVille
Strengths: Home consumer market compliment consumer commercial market of Australia.
Weakness: Alliance will focus on non-hospitality sector
Risks: The partner may not fulfill financial commitment
Access to trade secrets and strategic secrets
Market share can lead to a negative customer base
Business Name: Java Estate
Strengths: The total commitment to the coffee industry
Weakness: There will be chances that the company may not recommend the espresso machines produced by MacVille to their clients
Risks: Financial Concerns are a problem for the organization
Selling and servicing expressive machines in all states of Australia by accepting Java state tender and to look for where are opportunities other high volume estates strategies.
KPI plan
To install 200 machines per annum
KPI plan
To open warehouses in Melbourne and Sydney for business opportunities
KPI Plan
KPI plan
Planning hundred percent purchases by bulk load
KPI plan
Establishment of Mac Wheel brand recognition in key markets of Australia in next 5 years strategies
KPI plan
1000 Clicks on the website per day
Joining with Java estate in co-branding cups and banners
KPI plan
100% usage of Cafe using the different machines and cups
KPI plan
Reduction in the energy wastage by 10%
Setting up Innovation and reward program by planning different suggestions and innovations and introducing them every year to reduce wastage
Development and implementation of energy using awareness programs that could plan eye drop age of 10 kilowatt energy per person
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COMMUNICATION PLAN |
||||
|
Audience Message Delivery Time Frame Type of Communication Messenger |
||||
|
1 |
Training Plan |
20 minutes |
Oral |
Management |
|
2 |
Strategic Planning |
15 minutes |
Online |
Operational manager |
|
3 |
Implementation Planning |
30 minutes |
Skype |
Operational manager |
References
Bryson, J.M., 2018. Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement. John Wiley & Sons.
Karepova, S.G., Karabulatova, I.S., Novikov, V.S., Klemovitsky, S.V., Stratan, D.I. and Perova, A.E., 2015. New approaches to the development of methodology of strategic community planning. Mediterranean Journal of Social Sciences, 6(3 S6), p.357.
Soulard, J., Knollenberg, W., Boley, B.B., Perdue, R.R. and McGehee, N.G., 2018. Social capital and destination strategic planning. Tourism Management, 69, pp.189-200.
Leigh, N.G. and Blakely, E.J., 2016. Planning local economic development: Theory and practice. SAGE publications.
Miller, J., Lee, A., Obersky, N. and Edwards, R., 2015. Implementation of A Better Choice Healthy Food and Drink Supply Strategy for staff and visitors in government-owned health facilities in Queensland, Australia. Public health nutrition, 18(9), pp.1602-1609.
Cummings, T.G. and Worley, C.G., 2014. Organization development and change. Cengage learning.
Graham, S., Barnett, J., Mortreux, C., Hurlimann, A. and Fincher, R., 2018. Local values and fairness in climate change adaptation: Insights from marginal rural Australian communities. World Development, 108, pp.332-343.
Parmenter, D., 2015. Key performance indicators: developing, implementing, and using winning KPIs. John Wiley & Sons.
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