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Fall 2019 Updated 4.3.19

Integrated Core Comprehensive Strategic Plan Outline Spring 2020

MKT 304, MGT 303, FIN 302

The strategic plan outline involves concepts from the co-requisite courses Integrated Marketing Management course (MKT 304), Integrated Financial Analysis (FIN 302) and Integrated Supply Chain Management (MGT 303). Each of the teams will be required to submit a final report to each of the three faculty members. Each of the teams will also make a presentation of the chosen growth strategy during the last week of class.

1. Executive Summary (It should contain an overview of the project, focusing on the growth strategy, what are you going to do to ensure the success of the project proposed, and expected outcomes)

2. Situation Analysis (Focus on the current status quo):

a. Company i. Who is our company? What are we known for? What makes us different from

competitors? (strategic/competitive advantage) ii. Corporate goals (mission)

iii. SWOT analysis (include perspectives from all three subjects) iv. Describe some of your company’s capabilities and processes.

b. Customers

i. Who are they? (demographics, psychographics, buying behavior) ii. Any recent or expected changes in behavior, attitudes, composition of the customer

base? iii. What are they purchasing from your company? (product/service) iv. Why are they buying company’s products? What do customers “value” in the products

(or services) your company has to offer? v. Describe order qualifying and order winning characteristics of your company’s

product(s).

c. Context (Relevant to our company and growth strategy) i. Competitive (market structure) – who are the principal competitors?

ii. Economic iii. Technological iv. Societal v. Legal/Regulatory

d. Competitors (3 or 4, as relevant to the company AND the growth strategy)

i. Brief description (what are they known for) ii. SWOT analysis

iii. Competitive advantage iv. Financial Ratio Analysis of Company (vs. competitors over 3 years. Min of 2

competitors)

e. Collaborators (Key relationships: Who are they? Why are they relevant?)

3. Growth strategy a. Detailed description of the growth strategy (Specifically, what are you going to do?) plus

rational decision model assessment of alternative growth strategies.

b. Goals/objectives (What do you intend to accomplish?)

Fall 2019 Updated 4.3.19

c. Segmentation i. What are the variables used for segmentation

ii. What are the various customer segments based on the above variables (describe) d. Targeting:

i. Which specific segment or segments are you going to target? e. Positioning

i. What is your positioning in the eyes of the consumer? Compared to competitors? f. Differentiation

i. How does your offering create value in the eyes of the consumer? ii. What are the points of differentiation (for example, product features/design; service

quality/speed; channel coverage).

4. Strategy execution a. Product

i. Goals (including quality characteristics and performance measures) ii. Detailed description of the product/product line/service

iii. Detailed description of process(es) used to make product (include process map, constraint identification, and lean applications)

iv. Describe outsourced components used in your company’s product v. Describe the life cycle stage of your company’s product

vi. Complementary services/warranties b. Place (Distribution)

i. Goals ii. Level of distribution intensity

iii. Detailed description of the channels used iv. Detailed description of supply chain system (including current and/or proposed

facilities, suppliers, transportation modes, etc)

c. Promotion i. Goals

ii. Detailed description of the promotional blend (advertising, personal selling, public relations, sales promotions, digital marketing)

d. Price i. Goals

ii. Value proposition and customer price sensitivity iii. Pricing strategy (short term/long term) iv. Breakeven analysis (e.g., facility location decision)

5. Implementation and control

a. Timing and implementation activities b. Sales Estimates (forecast) – for the life of the project c. Scenario Analysis and discussion: base case, best case and worst case d. Sensitivity Analysis and discussion: such as but not limited to - volume, revenue and cost per

unit and discount rate e. Capital Budgeting Analysis: NPV & IRR f. Comprehensive Financial Analysis: discuss the merits of your proposal and your team’s

recommendation for project acceptance/rejection 6. Conclusions (go or not, with justification)

Faculty USE: