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"EXERCISE 36: DESCRIBE YOUR STRATEGICMARKETING ANNUAL OBJECTIVESIn defining your annual strategic marketing objectives,review the examples presented in Table 8.6 and the five-yearstrategic marketing goals you developed earlier. Documentyour own strategic marketing objectives for the current (orupcoming) fiscal year in your business plan (see AppendixB). Don't forget to assign a champion (it may be you) foreach of your strategic marketing objectives.Page 120TABLE 8.6 EXAMPLES OF FIVE-YEAR STRATEGIC MARKETINGGOALS AND RELATED ANNUAL STRATEGIC MARKETINGOBJECTIVESFive-Year GoalHigh visibility in the market, asevidenced by publishing 4 papers,actively participating in 5professional organizations,participating in 3 trade shows,publishing 12 press releases, andadvertising in 3 industry tradejournals.Niche products generating half thecompany revenue.Advertising budget equal to 1.5% ofgross revenues.Acquisition of two market-nichecompanies.10 Satellite offices—Richmond/Virginia Beach, Baltimore,Philadelphia, New York, SanFrancisco, San Diego, Los Angeles,Chicago, Denver, and Atlanta.Annual ObjectiveGain visibility in the market, asevidenced by publishing one paper,actively participating in a professionalorganization, participating in a tradeshow, publishing four press releases, andadvertising in an industry trade journal.Niche products generating 20% of thecompany revenue.Develop an advertising budget for nextfiscal year.Identify one possible acquisition.Open first satellite office in Baltimore.file:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (134 of 219)16.02.2005 13:54:23
Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"$3-million revenue from teamingrelationships with strategic alliancecompanies.Submit a proposal with a strategic partner.Strategic alliances in place with fivecompanies.Publishing a book on XYZ's bestvalue methodology.(None.)Identify the subject matter for a book anddevelop a first-cut outline.Employee Commitment ObjectivesYour employee commitment annual objectives (Exercise 37) stem from the five-year employeecommitment goals you developed earlier. Using these five-year employee commitment goals as abaseline, this year's employee commitment objectives might include those shown in Table 8.7.Page 121EXERCISE 37: DESCRIBE YOUR EMPLOYEECOMMITMENT ANNUAL OBJECTIVESIn defining your annual employee commitment objectives,review the examples presented in Table 8.7 and the five-yearemployee commitment goals you developed earlier.Document your own employee commitment annualobjectives for the current (or upcoming) fiscal year in yourbusiness plan (see Appendix B). Don't forget to assign achampion (it may be you) for each of your employeecommitment objectives.Additional Annual Objectives to ConsiderYou may have identified additional five-year goals that support the growth and profitability of yourcompany. Using the additional five-year goals you might have developed earlier as a baseline,additional annual objectives (Exercise 38) might include those shown in Table 8.8.file:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (135 of 219)16.02.2005 13:54:23
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Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

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