PRESENTATION3:
“Organizational Plan”
(Section I - Summary of the Business)
MASTERS IN MARKETING & INTERNATIONAL BUSINESS
JUAN ANTONIO CRUZ ALVARADO
INSTITUTO CULINARIO DE MEXICO
AGENDA
I. Organizational Plan Introduction
SECTION 1
Summary of the Business:
1.1 Mission
1.2 Vision
1.3 Objectives
1.4 Short-term goals
1.5 Mid-term goals
1.6 Long-term goals
1.7 SWOT Analysis
Organizational Plan
Introduction
The first major section of your business plan addresses
the organizational details of your business. It begins with
a description of your business and its products and/or
services.
Using short, but descriptive statements, address the following areas.
Feel free to include other organizational topics that you think are key
to your particular industry:
 Summary of the Business (Section I)
 Products and/or Services (Section II)
 Administrative Plan
(Section III)
1. Summary of the
Business
Begin with a broad overview of the nature of your
business.
Using the key word approach, begin by telling when and why the
company was formed. Describe the nature and uniqueness of the
products and/or services provided and briefly review the general
history and future goals of the company. After the company has been
introduced in a paragraph or two, the summary of the business can
be completed by addressing each of the following topics:
1.1 MISSION
I. A mission statement is a brief description of the
company's fundamental purpose including, nature,
values, and its work. It should clearly explain why the
company exists.
1.1 MISSION EXAMPLES
e.g.: Coca Cola Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
•To refresh the world...
•To inspire moments of optimism and happiness...
•To create value and make a difference.
Information Source:
http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html
e.g.: McDonald's Mission
McDonald's brand mission is to be our customers' favorite place and way to eat. Our
worldwide operations are aligned around a global strategy called the Plan to Win, which
center on an exceptional customer experience – People, Products, Place, Price and
Promotion. We are committed to continuously improving our operations and
enhancing our customers' experience.
Information Source:
www.mcdonalds.com
1.2 VISION
The Vision describes what the company will reach in
the future and may require a decade or more to
achieve.
VISION EXAMPLE
PepsiCo
“PepsiCo's responsibility is to continually improve all aspects of the world in which we operate
- environment, social, economic - creating a better tomorrow than today.
Our vision is put into action through programs and a focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making PepsiCo
a truly sustainable company.
Information Source:
http://www.pepsico.com/Company/Our-Mission-and-Vision.html
1.3 OBJECTIVES
In this step the firm’s mission and vision is converted into tangible
actions (objectives) and later into results (goals) to be achieved.
Objectives are broad categories. They are non-measurable, non-dated,
continuous, and ongoing. With objectives the company moves from
motive to action. Objectives are the general areas in which your effort
is directed to drive your mission statement.
To write an objective ask the questions:
•In what 3-7 areas will our company continue being actively involved in
the future?
•What areas do we need to be involved in to accomplish our mission
statement?
•What is our company going to do about our competitive advantage
categorically?
1.3 Objectives elements
•Sales revenue (a traditional measure of the size and strength of a
business – if revenue is growing then the business is growing)
•Profit (both the absolute level of profit and the profit margin – i.e.
return on sales)
•Return on investment (e.g. ROCE, ROI: particularly important for
capital-intensive businesses)
•Growth (sales volume, revenue, profit, earnings per share)
•Market share (the proportion of markets and industries owned by the
business or its products)
•Corporate image & reputation (increasingly important – links closely
with corporate social responsibility, product and customer service
quality, and business ethics)
1.4 Short-term goals
Short-term goals expect accomplishment in a short period of time.
The definition of a short-term goal need not relate to any specific length
of time. One may achieve (or fail to achieve) a short-term goal in a day,
week, month, year, etc.
Generally one year as maximum.
Planners usually define short-term goals in relation to a mid-term goals
or long-term goals.
Example:
- To sale our product in the Convenience Stores in local markets.
1.5 Mid-term goals
Mid-term goals expect accomplishment in a medium period of time.
Generally more than one year but less than 5 years.
Example:
-To sale our product in the Supermarkets around the country.
-To sale our product in all the convenience stores in the three main
Provinces, according to the Target Market.
- To take place in the Market Share in terms of 20%.
1.6 Long-term goals
These goals are more related with
your Vision.
Generally more than 5 or 10 years.
Example:
-To become the best company service in the Food Market.
-To sale our product in foreign markets.
- To take place in the Market Share in terms of 40%.
1.7 SWOT Analysis
SWOT stands for Strengths. Weaknesses. Opportunities, and
Threats. A SWOT analysis is an in-depth examination of key
factors that are internal (strengths and weaknesses) and external
(opportunities and threats) to a business.
Internal Factors. The examination of internal factors takes a close look at the
organization, laying out core competencies and areas in which a business has a
competitive advantage. It also looks at areas in which a business has a lack of
certain strengths.
External Factors. An examination of external factors takes a look at the marketplace in
which a business operates and helps to identify new areas in which the business
can grow and niche markets that can be pursued, all which will ultimately lead to
greater profits for the business. It also looks at changes and trends in the
marketplace that may affect a company's business operations.
1.7 SWOT Analysis
Benefits of a SWOT analysis
Conducting a SWOT analysis will enable a business to channel its
focus into those areas that present the greatest opportunities and
those competencies in which it is strongest. Concurrently, the
business will look into ways to mitigate its weaknesses and
develop plans and strategies to overcome any threats that present
themselves. When conducting a SWOT analysis, you should be
realistic about the strengths and weaknesses of your business.
1.7 SWOT Analysis
How to Conduct a SWOT Analysis
To conduct a SWOT analysis, answer the following questions in each
section:
Strengths
Do you have a proprietary product/technology? » Do you have a
superior location?
Do you have any value added services?
What advantage(s) do you have over your competitors?
Weaknesses
What aspects of the operations of the business can be improved
upon?
Is there a lack of expertise in any area? Is the location of your business
a problem?
1.7 SWOT Analysis
Opportunities:
Are there any markets that are not being served with your product(s)
and/or service(s)?
Are there any emerging niche segments within your industry?
Are there any target market and/or industry trends that are of interest to
you?
Are there any opportunities in international markets?
Threats
Are there any new competitors emerging?
Are existing competitors gaining strength?
Are the prices of your competitors going up or down?
Are there any challenges that are emerging within the industry?
THANKS!