DEVELOP AND IMPLEMENT STRATEGIC PLANS: A Comprehensive Guide for MacVille Imports and Exports

This comprehensive guide explores the strategic planning process for MacVille Imports and Exports, a Sydney-based espresso coffee machine distributor. It delves into organizational review, environmental analysis, strategic objective setting, and implementation review. The guide utilizes PEST and SWOT analyses to identify key external and internal factors influencing the company's success. It then outlines strategic objectives and corresponding strategies to achieve growth, profitability, and sustainability. The guide concludes with an assessment of KPI and milestone progress, highlighting areas for improvement and future strategic direction.

DEVELOP AND IMPLEMENT STRATEGIC PLANS

Table of Contents
Assessment 1- Organizational Review...........................................................................3
Assessment 2- Environmental analysis...........................................................................7
Assessment 3- Strategic planning.................................................................................13
Assessment 4- Reviewing implementation...................................................................18
Reference List..............................................................................................................21

Assessment 1- Organizational Review
Vision and mission
The vision of the MacVille import/export business centre in Sydney is to become a
“national brand”, and an “integral part of the hospitality industry” in the coming
five years, as well as to be perceived as a key component in the success of hospitality
establishments, both large and small (Manegold-Brauer et al., 2014).
The mission of this organisation is to provide prosperous espresso coffee that would be
efficient, reliable and sustainable depending upon the needs of their clients, who are
responsible in returning the profits to their stakeholders.
Current practices
The stakeholders maintain the professional and moral standards of the organisation
through self-direction and cultivation of leadership and safety within their teams. They
are also responsible for encouraging the practice of wise and environmental friendly
operations (Mwangi et al., 2017). The above-mentioned practice is in accordance with
the mission and vision of the organisation.
The employees are responsible for bringing efficiency in the operational process as well
as to provide effective customer solutions. They treat the innovation as a priority
function of their organisation because by trying new improved ideas can help them to
develop their business. The mission and vision totally supports this practice since by
fulfilling the criteria of this function of their organisation they can successfully become
a national brand.
The organisation continuously develops all their functional areas both which were
recognised as well as those which were not recognised previously. It clearly reflects
towards the mission and vision of the organisation.
POTENTIAL NEW OBEJCTIVES

It is significant for the organisation to identify the community it serves and the actions
towards it so that the organisation remains recognised along with its existing and new
responsibilities that are going to come ahead in the future (Velamuri et al., 2017). It is
also recommended that the organisation donates certain percent of their benefits to the
non-profit organisations every year.
Introductory line
A summary of the above organisational process review has been presented to the
strategic planning consultant for discussing about the current mission and vision of the
company.
Summary of the analysis
i. The mission and vision of the organisation is to attain an integral position in
the hospitality industry by provide prosperous espresso coffee to their
customers.
ii. The current practices of the organisation are to increase the professional and
moral standards, efficiency in customer solution services and development in
all the functional areas of the organisations.
iii. All the practices of the organisation are in accordance with mission and
vision of the organisation.
Recommendations by the consultant
There should be proper identification done by the company towards the community and
the actions it serves.
The organisation should contribute a certain percentage of their business every year to
some of the backward communities and non-profit organisation.
Email
After the meeting with the CEO of the MacVille, An e-mail has been sent to the HR
manager, operation manager, Supplier manager and Business executive manager.
New message

To: [e-mail], [e-mail],
[e-mail], [e-mail]
Subject: Mission/Vision review
Body:
Organisational Review
Existing vision and mission
The vision of the MacVille is to become “national brand” as well as “integral part of hospitality
industry” in the coming five years.
The mission of the organisation is to provide prosperous espresso coffee to its customers to
increase in efficiency, reliability, and sustainability of the organisation.
Current approaches
The stakeholders maintain the professional and moral standards of the organisation through
self-direction and cultivation of leadership and safety within their teams. The employees are
responsible for bringing efficiency in the operational process as well as to provide effective
customer solutions. The organisation continuously develops all their functional areas both
which were recognised as well as those which were not recognised previously.
Revised vision and mission
The vision is revised with no change in the previous vision and in addition, is to identify vividly
the community it serves and the actions towards it so that the organisation.
Similarly the new mission is revised no change in the previous mission and in addition, is that
the organisation should also contribute a certain percentage of their business every year to some
of the backward communities and non-profit organisation.
Organisational Values
The organisation needs to increase their awareness towards the needfulness of the society. The
organisation also has to increase their actions towards the conservation of the environment.
Please follow to the attachments provided.
Thanking you,
The General Manager,

MacVille Imports and Exports
Sydney.

Assessment 2- Environmental analysis
PEST analysis for MacVille
The mentioned analysis will be describing the various external factors of the market
and the manner in which it is affecting the business process (Zalengera et al., 2014).
This will help the company’s marketers in understanding the market driving forces, by
doing this the marketers can make proper strategies which will support the business
process.
Factors to be discussed Discussion
Political factor
Planned changes in exchange where all taxes on imported
goods, including coffee espresso machines, will be expelled in
accordance with the Government's policies of Australia.
Economical factor
Prediction of a rapid population growth rate for Australia from
22 million in 2010 to 36 million in 2050 and as there is demand
for espresso machine is there in the industry, the company can
succeed in the market.
Social factor
Development of the home consumer market for consumer
espresso machines is experiencing high growth in the market
and this can stand beneficial for the company in generating
customers.
Technical factor
The strong possibility of a carbon tax being introduced on all
energy intensive products used in a commercial enterprise this
can limit the company if there is no proper measure made to
avoid this.
New commercial espresso machines are being developed that
use 30% less energy to run this can reduce the cost of
production, which can be used by the company in other needed
areas.
SWOT analysis for MacVille
The mentioned analysis will be discussing the various strengths, weaknesses,
opportunities and the threats that the chosen company possess. This will help the

company’s marketers to understand the company more keenly and by implementing
accurate strategies to minimize the strengths and utilizing the opportunities (Mason et
al., 2017).
Figure 1: Structure of SWOT analysis
(Source: Created by learner)
Strengths Weaknesses
Technology developments help the chosen
company in reducing costs.
Strong internal controls in accounting and
finance
MacVille has been keen to pursue strategic
alliances as part of its strategy to achieve its
objectives
Marketing and sales is strength for MacVille
Inbound logistics is a problem, due to the
lack of experienced personnel in importation
and customs operations
Lack of solutions from Human Resources
Management
Opportunities Threats
Strategic alliances with coffee bean
suppliers, where market penetration could
Exports of coffee machines can reduce the
demand for products from the chosen
company
STRENGTHSTHREATS

easily be achieved and costs of advertising
and service could be shared
The brand of the existing companies can
isolate the chosen company

Review of existing and potential competitors
Strengths and weaknesses of the competitors
For the contrast study, three competitors of McVillie are taken under consideration and
their strength and weaknesses are discussed. The following study is given below:
Competitors Ambrosia Coffee
Roast
Java Estate Home Espresso
Trades
Strengths The company possess a
strong customer’s base
which helps the
company in a fluent
flow of work function.
The company possesses a
strong strategic alliance
with different hospitality
and coffee bean market
The company makes
a complete and a
strong range of
customers of
commercial espresso
machines.
Weaknesses Long term contracts
process is a drawback
that the company
posses as its partners
cannot break the
contract in case of
organization change.
Another weakness is
the poor brand image
of the organization.
The company is full of
debts which the company
need to pay these lacks
the company in
performing its function
efficiently.
The partners of the
company fail to meet
the financial
commitments and
this affects the
company’s growth.
The above table shows the strengths and weakness of the three different companies’
strengths and weaknesses.
Ambrosia Coffee Roast is a company dealing with all types of coffee beans in the
market of Australia but its long term contract process limits many companies to get in a
tie-up and another factor is the poor branding quality of the organization that limits the
interested companies to become a partner of this firm.
Java Estate sells Arabica roasted coffee in the market of Australia and the company
have a strong market chain with the different hospitability and coffee bean market
through its string strategic alliance on the other hand, the company cannot grow its
business because of its huge outstanding expenses.

Home Espresso Trades deals with selling home espresso machines to the customers
of home market and have a strong customer base but the companies that are in
partnership fails in meeting the financial commitments which limits the company from
performing its functions fluently.

Summary
The assignment discusses the PEST and SWOT analysis of McVillie to show the affect
of various external changes on the organization and the different strength and weakness
of the chosen company. A comparative study of two competitors of the chosen
organization is made to understand how these competitors are affecting the
organization’s performance and the various advantages are and disadvantages the
competitors are possessing.

Assessment 3- Strategic planning
Strategic objectives for the organisation
The strategic objectives for the organization based on the Board minutes are listed
below.
Objective 1- To develop “service and sell” the MacVille espresso coffee machines in
every state of Australia
Objective 2-To develop “profit margins by 5%” through increased sales and make
optimum use of their employees
Objective 3-To develop and establish effective brand recognition of MacVille brand in
core target markets in next five years
Objective 4- To reduce the “waste and energy use by 10% from our 2010 benchmark
within the next five years”
Develop and describe strategies for each objective
Description: Strategies for each objective are listed below.
Strategy for objective1: Fro developing sell and service of MacVille espresso coffee
machines, this organization needs to develop warehouse opportunities in high-volume
states and increase agent’s networks and outsourcing the maintenance (Pallme et al.,
2015). In a nutshell, in this regard company needs to “Sign, action and establish the
strategic alliance agreement with Java Estate and install 200 machines”.
Strategy for objective2: For developing “profit margin by 5%”, this organization needs
to identify new markets, develop prices and develop productivity of the employees.
Precisely, they need to “ operate all departments at optimum capacity and productivity”.
Strategy for objective3: For developing effective brand recognition, this company
needs to strong their online promotional and advertise of services and products. Most
efficient way would be social media promotion, celebrity endorsement technique.
Strategy for objective4: To develop sustainability of the business operations, this
company needs to adopt and implement eco-friendly processes in their organization
helpful to reduce and manage waste and energy use.

Strategy Priority Time period Responsible
parties
Performance
indicators
Strategy 1:
Developing
warehouse
management,
agent’s
networks and
outsourcing
process
Top most
priority
1-2 years Operation
and
warehouse
manager
Reviewing the
supply-chain
management
process and
its progress
Strategy 2:
Developing
prices,
productivity
and market
competitiveness
Medium 2-3 years Marketing
manager and
finance
manager
Reviewing
and
measuring the
annual
reports and
feedbacks
from the
employees
Strategy 3:
Increasing
promotional
activities
High 3-4 years Marketing
manager and
IT
department
Tracking
online traffic
and analyze
the results
Strategy 4:
Implementation
of eco-friendly
processes
Medium 4-5 years Production
manager
Measuring
reduction rate
of waste and
energy use by
the required
percentage
Table 1: Framework for essentialities to achieve organizational objectives
(Source: Created by the Learner)

Figure 1: Priority list
(Source: Created by the Learner)
Role of Identified Parties
Role of operation and warehouse manager
In order to increase the sell and service of this company, the operation manager needs
to analyze their current operations and warehouse management processes and identify
key areas where development requires (Richards, 2017). After that the operation
manager needs to provide effective strategies that could be implemented to achieve
their current objectives.
Role of marketing manager and finance manager
The marketing manager and finance manager after analyzing current organizational
profit margin and organizational cost levels, the financial manager needs to allocate
revenue for the promotional cost and marketing manager needs to process strategies
and implementation of the strategies for should be carried out by the marketing team
(Gitman et al., 2015).
Role of marketing manager and IT department
The promotional strategies should be formatted and implemented by the marketing and
Priority1Priority2Priority3Priority4

IT department efficiently.
Role of production manager
After analyzing strength and capabilities of the company to launch eco-friendly
products, the production manager needs to arrange for necessary raw materials,
improve supply chain process and implement technologies to achieve sustainability.
Letter to the employees
A Letter has been drafted and sent to the staff and responsible parties by describing
brief of the objectives and research and process developed to achieve the planning.
MacVille
Date: 4/21/2018
To,
Employees and responsible parties
It is to inform you that for developing overall organizational profitability and
management process, some objectives have been drafted. These objectives are
centred on developing sales, services, profitability, warehouse management,
promotional functions and sustainability of MacVille. After developing objectives
separate strategies have been formulated that are relevant and important to establish
and attain all the targeted areas. These are the necessary areas that require to be
developed as per the 2010 benchmark in the next five years. This organizational
plan has been developed after researching on various areas and implementing
important various processes. This higher management of this company has
appointed a team to evaluate and examine current operations, marketing, internal
cost levels, profit margins and employee efficiency level. After examining all these
areas through Total Quality Management process the investigation team has
identified that there are some areas that required to be developed to increase
competitive advantage in the target market. After, the investigation process they
have suggested some policies and needs according to those, objectives and strategies

have been developed. Changes would be taken place in the company according to
the above objectives and strategies.
Thanks and regards
Board of director

Assessment 4- Reviewing implementation
KPI progress:
Review and description of the KPI progress of Objective 1:
MacVille has selected the installation of 200 machines per year. The nation has only 6
states and therefore the in stallion of 200 metrics for establishing its existence in all of
the states would be enough. Only 180 have been involved and this shows the company
requires more effort.
Melbourne is a major metro in Australia and therefore launching its business there
would be beneficial. However, MacVille has not achieved it yet as it involves extra
expenses.
Agent agreements are required for enhancing the business. However, the organisation
has failed to get one in Northern Territory. The overall KIP progress shows that the
company has lack of monetary fund.
Review and description of the KPI progress of Objective 2:
The 100 percent purchase by container load is beneficial for reducing supplier price and
the company has achieved it. This shows that it has high negotiation skill. Optimum
capacity and productivity is in a moderate level as turnover ratio is at 13.8 percent.
Review and description of the KPI progress of Objective 3:
The section of 10000 clicks per day is required for achieving a stable space in social
media. The organisation has achieved more than selected KPI. However, it has failed to
achieve its KPI regarding its collaboration with Java Estate. The second review is
therefore ineffective.
Review and description of the KPI progress of Objective 4:
The first KPI is beneficial in reducing energy use and waste and the company has not
achieved it. The late enrolling of 10 KW per person has proved to be a failure and
therefore is ineffective.

The overall assessment and review of the KPI’s show that the company needs to have
more financial support for achieving some of the KPIs.
Milestone progress:
MacVille has installed 180 machines instead of 200 in a year. Within 2 years, turnover
ratio has achieved 13.8 percent. The social media click has reached 12000, which have
crossed the expected 10000 mark. However, the co-branding initiative has failed to
satisfy the targeted KPI. The reduction in energy and wastage use has not achieved the
desired percentage of 10 percent and has remained at 8 percent only. The company is
planning to achieve brand recognition in targeted market with 5 years. Currently it has
gained 50 percent market recognition of the targeted market and this show that it can
easily achieve the expected milestone within years.
Overall progress:
The overall progress is the amalgamation of both the positive and negative progress.
MacVille has not achieved its initiative for sustainability. It has only achieved a mere of
8 percent reduction in energy usage. However, the suggestion and innovation indicates
that the organisation would be able to reduce the waste products within stipulated time.
The co-branding initiative has proved to be a failure for improving market recognition
while the social media appearance has proved to be effective. The overall progress is
optimistic, as the 50 percent of the targeted market is now able to recognise the market.
The timeline for appearing in the market of Melbourne was 2 years and the company
has failed to do so. The profit margin has improved by 2 percent in 2 years. If the
organisation maintains its current level of productivity and profit then the increase
would be [(2/2)*5=] 5 percent, which is its targeted objective and therefore the current
level of profit margin is optimistic. Except Northern territory, the company is able to
mark its presence in all of the other states.
Improvements:
MacVille needs to have more monetary funds for gaining its desired position. The
organisation has found to be present in the market of all of the states. However, more
expenses are required for entering to the market of Melbourne and having a firm grip in

the market of Northern Territory. For purpose, the company should consult with local
organisations and government and developed proper relationship with the agents so that
negotiation can be initiated. Darwin City should be selected for this purpose as this city
is a popular city and is preferred mostly by foreign people and other people
(Productivity Commission, 2014).
For the purpose of improving brand recognition, it should use traditional
advertisements along with the existing social media marketing. Co-branding should be
done with other brands rather than the existing one. The company must initiate
contracting with some local organisations for the purpose of installation of MacVille
machine. This would make the process faster.
The organisation can use renewable energy for the purpose of reducing energy usage
(Mwasilu et al., 2014). The organisation would not have to sacrifice energy usage then
and would just have to replace it with renewable kind of energy usage.

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