Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

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Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"Monthly visits to client sites byall senior managersVisits to client sites by CEO atleast twice a yearPage 118objectives are steps along the way toward achieving your five-year goals.Competitive Distinction ObjectivesAgain, your competitive distinction annual objectives (Exercise 35) should come from your five-yearcompetitive distinction goals. Using the five-year competitive distinction goals you developed earlier asa baseline, this year's competitive distinction objectives might include those shown in Table 8.5.Comparing the competitive distinction annual objectives with the competitive distinction five-yeargoals in Table 8.5, it can be seen that the objectives defined are steps along the way toward achievingthe goals.EXERCISE 35: DESCRIBE YOUR COMPETITIVEDISTINCTION ANNUAL OBJECTIVESIn defining your annual competitive distinction objectives,review the examples presented in Table 8.5 and the five-yearcompetitive distinction goals you developed earlier.Document your own competitive distinction objectives inyour business plan (see Appendix B). Don't forget to assign achampion (it may be you) for each of your competitivedistinction objectives.Strategic Marketing ObjectivesYour strategic marketing annual objectives (Exercise 36) stem from the five-year strategic marketinggoals you developed earlier. Using these five-year strategic marketing goals as a baseline, this year'sstrategic marketing objectives might include those shown in Table 8.6. Again, comparing theseexamples of strategic marketing objectives with their counterparts in the five-year goals, it can be seenthat the objectives are steps along the way toward achieving the goals.file:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (132 of 219)16.02.2005 13:54:23
Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"Page 119TABLE 8.5 EXAMPLES OF FIVE-YEAR COMPETITIVEDISTINCTION GOALS AND RELATED ANNUALCOMPETITIVE DISTINCTION OBJECTIVESFive-Year GoalThree world-renownedproduct lines5 niche products generating25% of the businessThree specialized trainingprograms in place and allinstructors fully certified in alltraining programs offeredHighly competitive rates,reflecting a 65% overhead and6% G&AComprehensive R&D programin place leading toward newFY 2004 products and services20 Certified engineers in nichetechnology areasGood reputation in themarketplace, as evidenced bybeing on 10 major prime and10 small business teamspursuing major ($25-million)programsHighly experienced technicalstaff, as evidenced by averageexperience of 15 yearsAnnual ObjectiveOne world-renowned product linein place or a plan in place tocreate a world-renowned productline in the next fiscal year2 niche products generating 10%of the business or plan in place tooffer a niche product in the nextfiscal yearSpecialized training program inplace and half the instructors fullycertified in all training programsofferedHighly competitive rates,reflecting a 75% overhead and8% G&AR&D program plan in place forFY 20003 certified engineers in nichetechnology areasGood reputation in themarketplace, as evidenced bybeing on a major prime and asmall business team pursuingmajor ($15-million) programs10-year average experience oftechnical stafffile:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (133 of 219)16.02.2005 13:54:23
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