Strategy Project

Function	Goals	Activities
Marketing	Increase market share by 1% +/- 0.25% by February 2015 +/- 2 months	Ad agency, labor, market testing, market research, developing campaign, developing partnerships
Research and Development	Finalize 4 +/- 1 new products under LC Honestly Good by July 2014 +/- 1 month	$1.5 for investment in the R&D Food Science Facility (3% of $53 million); $1.5 for variable costs of product development, testing, and labor
Information Technology	Increase consumer engagement by 15% +/- 2% by February 2015 +/- 3 months	Labor, servers, infrastructure, etc.
Distribution	Support 1.5% +/- 0.25% increase in distribution center volume, by September 2014 +/- 1 month	Transportation, warehousing, handling, labor, etc.

Tactics:

· The functions to our differentiation strategy are marketing, R&D, IT and distribution.

· In marketing, we will increase market share by adjusting our target market from fashionable females to professionals in universities, offices, and hospitals who want convenient food that is “Honestly Good," for them.

· Under R&D, we will introduce 4 new products that feature new packaging, enhanced taste and nutrition, and consumer control through the use of separate packaging of sauces.

· In IT, we will create a Lean Cuisine app that can count calories, monitor fitness, and make shopping lists.

· And finally, through Distribution, Lean Cuisine will support an increase in distribution center volume while cutting costs using lean initiatives