What youre going to do and for whom mission how to

what you're going to do and for whom (Mission)
 how to measure it and guide your strategy to get to where you want to be (Goals)
Objective 1.
This objective was designated as the top most priority for the company. The sale of more
espresso machines would mean more business for the company and this would lead to

better and higher profit margins. The plan is to have 200 machines installed successfully
per year for a period of 5 years.
• The signing of the partnership between Macville and Java estates lender is
crucial for the successful implementation of this plan.
• The other strategy was to have a Macville Melbourne warehouse which would be
crucial in storage, an important aspect of the business. This was to be opened 2 years
after the Sydney warehouse has been commissioned.
• The final strategy towards meeting this objective was to set up agents in the other
states and outsource maintenance contracts for the machines. The agents’ agreements
and the maintenance contracts were to specifically target the Southern, Western, and
Northern territories of Australia as well as Tasmania.
Objective 2
The second objective was to increase profit margins by 5% from the 2015 benchmarks
through the following two strategies:
• An increase in profit margin would result from lower supplier prices, and this
would be achieved by instigating bulk buying negotiations. The plan was to aim for 100%
buying from the container load.
• The other strategy involved having stringent measures for every department to
operate at optimum capacity and productivity. The aim was to have a wages to turnover
ratio of 12.5%
Objective 3.
This objective involved use of technology to improve the company’s brand recognition
across Australia. This was to be achieved over a time span of 5 years. It involved the
successful implementation of these strategies:
• Through social networks and internet marketing, the company hoped to achieve
at least 10000 clicks per day on the company’s website.
• Through partnering with Java Estates in co-branding their cups and café banners,
the company intends to have all the cafes with their machines using the branded cups.
Objective 4
This objective intended to reduce energy use in the company and institute waste
management programs to reduce the waste released by the company. This was to be
achieved in two strategies as entailed:
• By setting up innovation and reward programs, the company intended to have at
least 25 suggestions per year of which 6 new innovations would be implemented to deal
with waste reduction.
Strategic Planning Step 1: Gather inputs
Strategic Planning Step 2: Vision
Strategic Planning Step 3: Mission
Strategic Planning Step 4: Values
Strategic Planning Step 5: Competition, Risks
Strategic Planning Step 5: Strategic Priorities, Goal, Strategies and Tactics

Strategic Planning Step 6: Communication Plan
Strategic Planning Step 7: Action plan
Student activity: Task 5
For the case study information provided, you need to complete the following:
1.