ABC Company sells a range of exclusive products across Australia through 1 online and 100 retail stores. The organisation is committed to: Offer innovative product solutions and meet the changing needs of customers Providing high quality and innovative products and services to customers Deliver great customer service Employing professional and enthusiastic staff Adopting sustainable work practices and provide green products Undertaking continuous improvement processes The business has a 5 years plan which is to consolidate its position in the market as a lead retailer for green and sustainable solutions for high quality exclusive products. To do this, ABC will focus on the following business goals: Financial stability: Increase revenue by 15% (compared to the previous 12 months) by the end of the financial year Maintain annual profit levels of 15% of revenue for all products and services, calculated at the end of each financial year Reinvest 75% of profit back into the business at the end of each financial year Market position: Maintain the number one rating in the annual national industry customer service awards Launch new high quality exclusive consumer products to meet customer demand, ahead of competitors, within budget and by the agreed deadlines Right people: Provide induction training at the commencement of employment to train new employees to be knowledgeable, helpful and enthusiastic Provide the physical, human and time resources to support an annual professional development program for all ABC employees Stakeholders include senior management team, retail store manager, sales staff, online store manager, customers and recruitment agency. Activity (What is to be done?) Objective (Why will we do it?) Resources (Where will it be done?) Procedures (How will it be done?) Responsible person (Who will do it?) When? Budget Revisit sales budgets and develop outlet-by-outlet sales strategies that add onto the national sales strategy. To increase the sales of the services component of the business by 15% by 30 June It will be done across the 150 outlets. Update each outlets sales budgets to reflect the increased targets. Each outlet is to develop a sales strategy to support the new targets. Outlet managers 30 June $3,000,000 total and needs to be supported by a business case from each store Acquire additional resources video-conferencing equipment. To facilitate communication between all retail, online and phone outlets and reduce travel time and costs. Install a multi-channel dedicated video- conferencing facility at each outlet. Contact ABC IT service and support to arrange for supply and installation. Allocate costs back to each outlet. Outlet managers 31 August $5,000 per outlet Acquire additional resources delivery van. To provide a delivery service and provide brand recognition Purchase a new van for each outlet and detail it with the marketing logo. Contact suppliers, obtain quotes and purchase the required delivery van. Contact sign writers to have marketing decals attached to the vans. Head office marketing manager 31 July $50,000 per outlet Reorganize fixtures and fittings retail outlet. To create additional space for installation of demonstration products It will be done across the 150 retail outlets. Have plans drawn up for each retail outlet. Hire local shop fitters and installers for each sales region. Head office sales manager Retail outlet managers 30 September $10,000 per store Train sales staff to provide after sales product support. To multi-skill retail product staff and to improve the level of after sales product support It will be done across all the 150 retail outlets. Deliver training programs Retail outlet managers 31 August In house. Additional resources available but a business case is required. Maintain full staffing capacity through rapid recruitment to fill vacancies. To maintain and increase sales capacity by recruiting new staff as soon as existing positions are vacated Thirteen new full-time sales staff will replace staff vacancies in Sydney, Melbourne and Adelaide CBD stores. ABC recruitment procedures Outlet managers Recruitment agency 31 August $2,000 recruitment costs per vacant position Consultation strategy Stakeholder Role in the problem Objective Consultation method Senior management plan Made the decision to increase sales by 15% annually Keep informed Feedback session Email communications Newsletters Video conferencing Outlet manager Develop an operational plan and implement the plan to increase sales in their outlet Implement plan Consult Staff meetings Outlet manager meetings via videoconferencing Interviews Sales staff Implementers of the plan to achieve the intended results Consult Keep motivated and engaged Meetings Feedback sessions Online and phone outlets Provide sales not supported through retail outlets Consult frequently Video conferencing Major customers People who make major purchases of ABC products Consult Phone calls Personal visits Email communication Newsletters Customers People who make small purchases of ABC products Obtain feedback Email communication Newsletters Recruitment agency Involved in recruiting staff Consult Meetings In the event that ABC does not meet these objectives, they have budgeted an additional 5% of training costs to employ a training consultant to provide additional training resources. a)You work as a retail store manager for ABC Company and your managing director of ABC Company requires you to create an operational plan on January. You must cover below points in your plan: -resources requirements -key performance indicators -monitoring processes -financial contingency plans b)Read the issues below. You are required to develop implementation strategies for staff members to follow, ensure they achieve the KPIs. -The organisation needs to maintain full staffing capacity through rapid recruitment to fill vacancies and there are 13 new sales staff needing to be employed, inducted and trained in the next 2 months. -acquiring physical resources and services -the marketing department has provided you with some specifications for the design of the decals for the delivery vans. You need to take this information to a graphic artist and request a design for use on the sides and back of the vans. Before entering into any purchasing agreement, prepare a short briefing document the outlines the intellectual property issues that may be associated with the supply of this design. -Create an acceptable levels of variation -Use the KPIs to develop a monitoring process for the implementation of the detailed operational plan.

QUESTION:

Explain the marketing mix according to ABC Companys operational plan:

customer service levels

2. product or service distribution

3. product or service pricing

4. additional products or services, if any

5. product or service promotion

6. report on success of marketing mix activities developed, including coverage of any necessary adjustments made