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ASSIGNMENT
ON
Mission
To open additional caf in NSW and Queensland and to become national brand
and be recognised as a integral part of hospitality industry.
Current Approaches
Engaging customer and customer research
Developing and improving product and services
Organisational values
To identify community needs.
Participate in local community.
Donate certain % profit to community.
SWOT ANALYSIS
Strengths
Good reputation after sale
services
Excellent advertising and
marketing mix.
State of art Management
information system.
Opportunities
Use of internet for
advertisement.
Withdraw of competitor
from new Sydney market.
Increase in population
growth rate.
Weakness
Poor performance of
contracted delivery
company.
Lack of experience
personnel to deal with
import and custom.
Threats
Raising interest rates could
decrease disposable income
Nufix.inc a global
corporation entering in
espresso machines and
bean market.
Bean ex coffee supplier is
entering in espresso
machine market.
2. Bean ex
Coffee bean trader is going to import expresso machine for their wholesaler
clients.
Strengths
Easy entry to market
Weakness
No established service department to provide after sale services to wholesale
clients.
Potential alliances
As required in tenders
Weakness
Alliance also focuses on non-hospitality sector.
Risk
Partner not fulfilling financial commitments
Partner access to Macville trade secrets
Association with non-industry partner may impact negatively on
customer base
Other coffee bean supplier may not recommend Mac villecoffee machines with
this strong alliance.
Risk
Concern over outstanding amount
Organisation Objectives
1.To sell and service espresso machines in all states of Australia by accepting
java estate tenderand to look for warehouse opportunity in other high volume
estates
2.To increase profit margin by 10% from benchmark set in 2010.
3.To establish Macville brand recognition in key markets in next five years.
4.To reduce energy wastage by 10% from benchmark set in 2010.
Objective 2.To increase profit margin by 10% from benchmark set in 2010.
Strategies (In priority order)
a. Instigate bulk buying negotiationsto reduce prices of suppliers.
KPI Plan 100% purchases by bulk load.
b. Operate all departments at optimum capacity and productivity.
KPI plan wages to turnover ratio of 12.5%
Parties responsible
Purchasing manager
Operation manager
Objective3.To establishMacvillebrand recognition in key markets in next five
years
Strategies (In priority order)
a. Establish social and internet network marketing.
KPI plan 1000 clicks on the website per day.
b.Join with java estatein cobranding cups and banners
KPI plan100% caf using our machines use our cups.
Objective4.To reduce energy wastage by 10% from benchmark set in 2010
Strategies (In priority order)
a. Set up innovation and reward program
KPI Actual
Only 198 machines are
installed
Melbourne warehouse is
still not open.
Still no service
contractors for Northern
contractor for
Northernterritory, South
Australia, ACT, Western
Australia, Tasmania.
100% order by container
load
Wages to turn over ratio
12.5%
1000 clicks per day on
website
100% caf using Macville
machine to use our cups
25 suggestions and 6 new
innovations to be
introduced.
To reduce energy waste
10kw per person
Milestone Progress
Overall progress
Organisation is performing well profit margins have already increased by 2% in
last two years as bulk buyings were instigated at earlier stage due to initial
Improvements
Increase pay rate in Northern territory to attract experienced agents and
machine maintenance contractor.
To increase profit margin warehouse should be open at Melbourne at earliest
because it is running at expensive agency model.