BSBMGT616: MacVille Company's Strategic Plan for Market Expansion

This report presents a strategic plan for MacVille Company, focusing on market expansion within the Australian market. It begins by establishing a revised vision and mission statement, followed by an analysis of the internal and external environments using PEST and SWOT analyses. The report identifies key competitors and potential allies, formulates strategic objectives, and outlines specific strategies with timelines for achieving those objectives. Furthermore, it includes a progress report evaluating the implementation of the strategic plan based on KPI and milestone achievements, along with recommendations for improvements. The plan emphasizes product diversification, community engagement, and environmental sustainability to enhance MacVille's market position and profitability.

Running Head: DEVELOP AND IMPLEMENT STRATEGIC PLANS
DEVELOP AND IMPLEMENT STRATEGIC PLANS
Name of the Student:
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Author Note:

1DEVELOP AND IMPLEMENT STRATEGIC PLAN
Executive summary
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. 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. 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.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Assessment task1.............................................................................................................................4
Vision and mission......................................................................................................................4
Current practice and its relevance................................................................................................4
Meeting with the stakeholders.....................................................................................................5
Assessment task 2............................................................................................................................6
Internal and external environment...............................................................................................6
PEST analysis..........................................................................................................................7
Political....................................................................................................................................7
Economic.................................................................................................................................7
Social.......................................................................................................................................8
Technological..........................................................................................................................8
SWOT analysis........................................................................................................................8
Review of the potential competitors and allies......................................................................10
Summary notes......................................................................................................................11
Assessment task 3..........................................................................................................................11
Objectives..................................................................................................................................11
Planning.....................................................................................................................................12

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Strategy list and time frame.......................................................................................................13
Assessment task 4..........................................................................................................................15
KPI progress..............................................................................................................................15
Milestone progress.....................................................................................................................15
Overall progress.........................................................................................................................15
Improvements............................................................................................................................16
Conclusion.....................................................................................................................................16

4DEVELOP AND IMPLEMENT STRATEGIC PLAN
Introduction
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.

5DEVELOP AND IMPLEMENT STRATEGIC PLAN
Discussion
Assessment task1
Vision and mission
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.
Current practice and its relevance
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

6DEVELOP AND IMPLEMENT STRATEGIC PLAN
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. .
Meeting with the stakeholders
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

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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
Assessment task 2
Internal and external environment
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.

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PEST analysis
Political
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.
Economic
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.

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Social
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
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.
SWOT analysis
Strength Opportunity
 The production of the espresso coffee  New commercial espresso machines are
being developed with 30% energy

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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.
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.

11DEVELOP AND IMPLEMENT STRATEGIC PLAN
Review of the potential competitors and allies
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.