CUSTOMCOFFEEANDCHOCOLATE.pptVIP

CUSTOM COFFEE AND CHOCOLATE Small businesses typically do not start with the formal process of formulating their mission and vision Entrepreneurs are driven primarily by their personal drive and curiousity and opportunities they see The implicit mission is usually simply to survive and thrive Composing a mission statement involves spelling out a firm’s purpose of existence and take can three forms: Purpose based Product based Service based Customer based SAMPLE MISSION STATEMENTS Purpose based: The mission of a manufacturer should be to overcome poverty, to relieve society as a whole from misery, and bring it wealth.“ (Matsushita) Product based: “To be the most successful premium manufacturer in the industry.” (BMW) Service based: “DHL enhances the business of our customers by offering highest quality express and logistics solutions based on strong local expertise combined with the most extensive global network presence.” (DHL) Customer based: “We will become the worlds most valued company to patients, customers, colleagues, investors, business partners and the communities where we work and live.” (Pfizer Malaysia) POSSIBLE MISSION STATEMENTS Purpose based: Making the world a better place by serving quality food to customers and giving sustenance to farmers. Product based: Delivering the best coffee and chocolate to the brightest people. Service based: We provide the ambience and the bites for people to meet. We provide coffee and chocolate for people for companionship. Customer based: Fulfilling the needs of those with a refined sense of taste. DEVELOPING TACTICAL PLAN Need to anchor tactical plan on strategic objectives. Key strategic concerns: Protect current achievements Expand without undermining profitability Key tactical components of strategy: How to develop customer loyalty? How to deter competition? How to increase revenue? What criteria should be used to ensure profitability? TACTICAL ACTION How to develop customer loyalty? Offer highly personal servic