Professional Documents
Culture Documents
Direction Statement: ABC will consistently deliver: products that meet or exceed safety
standards; provide outstanding technical services; and use leading edge technology in the
retail/professional market to be recognized as the number one provider of access controls
manufactured in the United States.
External Environment: It has been determined that the following conditions will exist
over the planning horizon:
1. Retail
a. Two major growth opportunities exist – security and convenience purchases in
the AGO market
b. Customers will demand more from their vendors – to include what has been
thought of as commercial grade products in the past
c. E-commerce will grow in importance with greater demand for ERP, CRM and
on-line ordering
d. Consolidation will occur as big box players become more powerful
e. New competition will enter the market – both foreign and domestic
2. Professional
a. Consolidation within distribution channels expected over the plan period
b. End user base will continue to expand – GDOs, security and access controls,
etc.
c. More pro installers will align as installation arms for big box players
d. Blurring between traditional pro and retail markets will occur and competition
will intensify.
e. E-commerce will grow in importance
f. This is a global supply market
Strategic Priority Issues: ABC will focus strategically on the following three issues:
1) Manage the growth of the enterprise
2) Use technology to enhance current offerings and enter new markets
3) Ensure qualified people are in all key positions
Strategic Thrusts: In order for ABC to achieve its stated business direction we will focus
on:
1. Superior customer service – being highly responsive to customer needs;
continue to outdistance the level of service provided by our competitors
2. Technical Support – ABC will continue to provide solutions for customer
issues and challenges. We will provide better products more rapidly and
enhance our customers profitability
3. New product development – ABC will continue to expand its presence
through the development of new products for existing customers as well as the
development of new products for new markets
Internal Strategies: In order for ABC to accomplish its external strategies, we will have
to build and maintain competencies superior to those of our competitors in the following
areas:
1. Manufacturing/distribution systems: scheduling, production, quality control
and shipping
2. Customer Service: installation assistance, troubleshooting, automated
assistance, warranty claims, etc.
3. Sales and technical staff: training department for skills development
throughout the distribution channel, accurate product knowledge, regional
service, efficient telephone and electronic support
4. Reputation and brand awareness: market expansion, creative marketing efforts
Strategic Fixes: The following weaknesses were identified in the SWOT analysis that
must be addressed:
1. Not considered a strong presence in the industry. This will be addressed in the
brand awareness expansion effort
2. Lack of a nationwide network. This is addressed in the expansion action plan
3. AC product and product knowledge. Addressed in the technology plan to have
new products in this category account for 17% of the sales growth over the
plan period
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Action Plans Selected: