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Consider if your strategic plan is a market entry plan (entrepreneurial), a market expansion plan for an existing organization, or a mergers and acquisitions plan. Deciding who the target market is and determining their demographics, behaviors, motivation, needs, and goals is essential because the target market drives the marketing plan. This is typically done through studying research and data related to how potential customers are willing to invest their time and energy. Additionally, by deciding who potential customers are, deciphering their needs, and likes and dislikes, learning about their lifestyle, and observing how the target market behaves, creating a brand that appeals to these customers is possible. Create a 13-20 slide PowerPoint with speaker notes that explains your marketing strategy. Refer to the Marketing section of “Operations Chart” that was due in Topic 4. Based on your research and experience, your ideas may have changed and can be modified at any time during this plan. Address the following: What is your target market?What is the size of your target market?What resources do you believe would be required to implement your plan?How will you reach your plan?How does your marketing strategy seek to achieve your vision? How will you measure if the marketing strategy is achieving your vision? What are the indicators to identify this? What type of leadership and innovative qualities do you plan to implement in order to execute your marketing strategy? Provide three to five sources in your presentation.Make it visually appealing with charts and tables or diagrams where needed
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Course Code
MGT-660
Class Code
MGT-660-O501
Criteria
Content
Percentage
100.0%
Target Market
20.0%
Plan and Resources
20.0%
Vison
15.0%
Leadership and Innovation
15.0%
Argument Logic and Construction
5.0%
Mechanics of Writing (includes spelling,
punctuation, grammar, language use)
5.0%
Presentation of Content
5.0%
Layout
5.0%
Language Use and Audience Awareness (includes
sentence construction, word choice, etc.)
5.0%
Documentation of Sources (citations, footnotes,
references, bibliography, etc., as appropriate to
assignment and style)
5.0%
Total Weightage
100%
Strategic Plan Part 4: Marketing
Unsatisfactory (0.00%)
A description of your target market including the size is not
included.
A description of how you will utilize marketing to implement
and reach your strategic plan with the resources required is
identified not included, nor, does the aspects of the
marketing plan show any relevancy to other elements of the
strategic plan.
A description of your marketing strategy seeks to achieve
your vision is not included. A description of how you will
measure if the marketing strategy is achieving your vision is
not included.
A description of the type of leadership and innovation
characteristics and qualities you plan to implement in order
to execute your marketing strategy is not included.
Statement of purpose is not justified by the conclusion. The
conclusion does not support the claim made. Argument is
incoherent and uses noncredible sources.
Surface errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice or
sentence construction is used.
The content lacks a clear point of view and logical sequence
of information. Includes little persuasive information.
Sequencing of ideas is unclear.
The layout is cluttered, confusing, and does not use spacing,
headings, and subheadings to enhance the readability. The
text is extremely difficult to read with long blocks of text,
small point size for fonts, and inappropriate contrasting
colors. Poor use of headings, subheadings, indentations, or
bold formatting is evident.
Inappropriate word choice and lack of variety in language use
are evident. Writer appears to be unaware of audience. Use
of primer prose indicates writer either does not apply figures
of speech or uses them inappropriately.
Sources are not documented.
80.0
Less than Satisfactory (74.00%)
A description of your target market including the size is not
included. Subject knowledge is unclear or inconsistent.
A description of how you will utilize marketing to implement
and achieve your strategic plan with the resources required
identified are included, yet contains gaps. Subject knowledge
is unclear or inconsistent.
A description of how the marketing strategy seeks to achieve
your vision is included, but is vague. A description of how you
will measure if the marketing strategy is achieving your vision
is not included.
A description of the type of leadership and innovation
characteristics and qualities you plan to implement in order
to execute your marketing strategy is included, but lacks
sufficient detail to convey understanding for the reader.
Sufficient justification of claims is lacking. Argument lacks
consistent unity. There are obvious flaws in the logic. Some
sources have questionable credibility.
Frequent and repetitive mechanical errors distract the
reader. Inconsistencies in language choice (register) or word
choice are present.
The content is vague in conveying a point of view and does
not create a strong sense of purpose. Includes some
persuasive information.
The layout shows some structure, but appears cluttered and
busy or distracting with large gaps of white space or a
distracting background. Overall readability is difficult due to
lengthy paragraphs, too many different fonts, dark or busy
background, overuse of bold, or lack of appropriate
indentations of text.
Some distracting inconsistencies in language choice (register)
or word choice are present. The writer exhibits some lack of
control in using figures of speech appropriately.
Documentation of sources is inconsistent or incorrect, as
appropriate to assignment and style, with numerous
formatting errors.
Satisfactory (79.00%)
A description of your target market including the size is not
included with adequate detail. Some subject knowledge is
evident.
A description of how you will implement and achieve your
strategic plan by utilizing marketing and the resources
required are included. Some marginal subject knowledge is
evident.
A description of how the marketing strategy seeks to achieve
your vision is included. A marginal description of how you will
measure if the marketing strategy is achieving your vision is
included with indictors identified. Some subject knowledge is
evident.
A description of the type of leadership and innovation
characteristics and qualities you plan to implement in order
to execute your marketing strategy is included. Some subject
knowledge is evident.
Argument is orderly, but may have a few inconsistencies. The
argument presents minimal justification of claims. Argument
logically, but not thoroughly, supports the purpose. Sources
used are credible. Introduction and conclusion bracket the
thesis.
Some mechanical errors or typos are present, but they are
not overly distracting to the reader. Correct and varied
sentence structure and audience-appropriate language are
employed.
The presentation slides are generally competent, but ideas
may show some inconsistency in organization or in their
relationships to each other.
The layout uses horizontal and vertical white space
appropriately. Sometimes the fonts are easy to read, but in a
few places the use of fonts, italics, bold, long paragraphs,
color, or busy background detracts and does not enhance
readability.
Language is appropriate to the targeted audience for the
most part.
Sources are documented, as appropriate to assignment and
style, although some formatting errors may be present.
Good (87.00%)
A description of your target market including the size is
included with detail and subject knowledge is competent.
A description of how you will implement and achieve your
plan by utilizing marketing and resources required identified
is included. Subject knowledge is competent.
A description of how the marketing strategy seeks to achieve
your vision is included. A description of how you will measure
if the marketing strategy is achieving your vision is included
with indictors identified. Subject knowledge is competent.
A description of the type of leadership and innovation
characteristics and qualities you plan to implement in order
to execute your marketing strategy is included. Subject
knowledge is competent.
Argument shows logical progressions. Techniques of
argumentation are evident. There is a smooth progression of
claims from introduction to conclusion. Most sources are
authoritative.
Prose is largely free of mechanical errors, although a few may
be present. The writer uses a variety of effective sentence
structures and figures of speech.
The content is written with a logical progression of ideas and
supporting information exhibiting a unity, coherence, and
cohesiveness. Includes persuasive information from reliable
sources.
The layout background and text complement each other and
enable the content to be easily read. The fonts are easy to
read and point size varies appropriately for headings and text.
The writer is clearly aware of audience, uses a variety of
appropriate vocabulary for the targeted audience, and uses
figures of speech to communicate clearly.
Sources are documented, as appropriate to assignment and
style, and format is mostly correct.
Excellent (100.00%)
A description of your target market including the size is
included with detail. Target market description includes
relevant examples and applicable insight. Target market
description demonstrates comprehensive subject knowledge
and understanding.
A description of how you will implement and achieve your
strategic plan by utilizing marketing and the resources
required identified is included. The description includes
relevant examples and applicable insights that demonstrate a
comprehensive subject knowledge and understanding.
A description of how marketing strategy seeks to achieve
your vision is included. A description of how you will measure
if the marketing strategy is achieving your vision is included
with indictors identified. The description of your marketing
strategy includes relevant examples and applicable insights
that demonstrate a comprehensive subject knowledge and
A description of the type of leadership and innovation
characteristics and qualities you plan to implement in order
to execute your marketing strategy is included. The
description of your leadership and innovation aspects in your
strategic plan includes relevant examples and applicable
insights that demonstrate a comprehensive subject
Clear and convincing argument that presents a persuasive
claim in a distinctive and compelling manner. All sources are
authoritative.
Writer is clearly in command of standard, written, academic
English.
Comments
The content is written clearly and concisely. Ideas universally
progress and relate to each other. The project includes
motivating questions and advanced organizers. The project
gives the audience a clear sense of the main idea.
The layout is visually pleasing and contributes to the overall
message with appropriate use of headings, subheadings, and
white space. Text is appropriate in length for the target
audience and to the point. The background and colors
enhance the readability of the text.
The writer uses a variety of sentence constructions, figures of
speech, and word choice in distinctive and creative ways that
are appropriate to purpose, discipline, and scope.
Sources are completely and correctly documented, as
appropriate to assignment and style, and format is free of
error.
Points Earned
Running head: OPERATIONS CHART
1
Operations Chart
Phiona Nalubega
MGT-660-O501
05 March 2019
OPERATIONS CHART
2
Operations Chart
Directions: Complete the Operations Chart, based upon the strategic plan you have established for your organization. Write your
strategic initiative in the space provided and write three to five primary goals. Next, select one goal/objective from the primary
goals/objectives you listed. As you complete each row in the Year 1 column, consider the key organization functions and skills listed
in each box, and articulate your strategies related to each. Repeat the identified goal/objective for Year 2 and Year 3. Please note the
goals/objectives can be different from year to year.
Strategic Plan (Vision): To attain 95% customer satisfaction levels by the end of year 3
Primary Goals/Objectives:
1. To generate increasing company sales of 10% every year
2. To improve our one-year customer-retention by 20%
3. To respond to customer’s questions and resolve any issues within 24 hours of receipt
Year 1
Year 2
Year 3
Goal/Objective (How will you reach your Goal/Objective (How will you reach your Goal/Objectives (How will you reach
strategic initiative?)
strategic initiative?)
your strategic initiative?)
• by providing learning opportunities to
every employee
• By executing a customer listening
campaign over social media
• By responding to customer concerns
within 24 hours of receipt
• By providing free delivery services to
our loyal customers
• By training new employees on
interpersonal skills
• By improving the response time to
customer concerns from 20 hours of
receipt to 15 hours of receipt
• By making customer service the number
one priority for the business
OPERATIONS CHART
3
• By improving the response time to
customer concerns from 24 hours of
receipt to 20 hours of receipt
• By creating a system of accountability
Operational Issues (Consider problems
that might arise and the importance of
contingency planning)
Operational Issues (Consider problems
that might arise and the importance of
contingency planning)
Operational Issues (Consider problems
that might arise and the importance of
contingency planning)

Merchandise quality issues. This issue
will be dealt with by obtaining
merchandise from suppliers with a
good reputation (Nordmeyer, 2017).
• Employees not performing according to
expectations. This issue will be
addressed by monitoring employee
performance and agreeing upon ways to
improve performance.
• Delays from suppliers. This issue will
be addressed through inventory
management
• Difficulties in incorporating new
• Excessive overheads in the form of
technology into business operations. this
utility charges and admin expenses. This
issue will be addressed by hiring an IT
will be addressed by scaling down
expert
services that are unnecessary for
employees
• Difficulties in ensuring compliance to
new regulations in the business’s day to • Low employee satisfaction levels.
day operations. a legal expert to be hired
Employees to be provided opportunities
for growth
• Cyber risk that may halt business

Unreliable feedback system. this issue
operations. This issue will be addressed
by integrating cyber protection into
will be dealt with by utilizing at least
every single business operation.
three ways of obtaining feedback.
Human Resources (How will you
address staffing needs and organizational
growth?)
Human Resources Issues (How will you
address staffing needs and organizational
growth?)
Human Resources Issues (How will you
address staffing needs and organizational
growth?)
• Setting a selection panel for hiring
competent employees
• Training new employees
• Improving employee loyalty so as to
reduce employee turnover rates by
• Providing opportunities for employees
to grow through a system of promotions
• By rewarding top performing employees
to encourage competition among
employees
• By using changes in customer need as
the basis for determining the level of
expertise required from new employees
• By developing and implementing a
staffing plan
OPERATIONS CHART
4
• By using future demand as a basis for
determining the number of employees to
be hired.
• By forecasting the supply of talent that
will be available in future to determine
when to hire employees
Supply Chain (How and where will you
acquire resources?)
Supply Chain (How and where will you
acquire resources?)
Supply Chain (How and where will you
acquire resources?)
• Merchandise will be acquired from
local suppliers
• Highly experienced employees to be
hired from competitors
• Financial resources will be acquired
from a loan application to the bank
• Merchandise to be acquired from both
local and international suppliers
• New employees to be hired from a local
university
• Financial resources to be provided by
a private investor
• Financial resources to be obtained from
investors
• Management positions to be filled
through a system of internal promotions
• Merchandise to be acquired from both
local and international suppliers
Marketing (Consider 4 P’s and I’s, target
market, pricing, brand value, and CSR)
Marketing (Consider 4 P’s and I’s, target
market, pricing, brand value, and CSR)
Marketing (Consider 4 P’s and I’s, target
market, pricing, brand value, and CSR)
• Different merchandise options to
choose from
• The prices of our products will be
slightly lower than those of competitors
• Social media to be used for advertising
company products (Russell, 2010).
• Intensive and direct distribution
strategies will be used to sell company
products
• Promotion of the company’s products
will be through advertising, direct
marketing as well as through sales
promotions
• Customers to be wowed with innovative
products
• Product prices to much competitor’s
prices
• Two branches to be opened up in areas
with high traffic of the target customers
• Product differentiation to improve the
value of our brand (Russell, 2010).
Value Chain (How does your firm add
value to primary and support activities in
the value chain?)
Value Chain (How does your firm add
value to primary and support activities in
the value chain?)
Value Chain (How does your firm add
value to primary and support activities in
the value chain?)
offering adequate compensation for
services rendered
• Training of employees to set a work
culture that motivates employees
OPERATIONS CHART
• Merchandise to be acquired directly
from supplies with a good reputation so
as to guarantee quality.
• Need-based marketing activities to be
used in the form of sampling around the
store
• By hiring highly talented sales persons
who will provide customers with a
unique Genius store experience
5
• Create a sense of belonging among
employees by seeking out their input in
key decisions
• Use of technology not only to promote
company products but also to connect
with customers such as a platform for
customers to share their experiences
• Offering free delivery services to the
most loyal customers living within a 50
mile radius from the store
• Provision of free wife within the store
for customers to use
• Aggressive marketing on the business’s
brand so as to create a unique identity.
Leadership (Leadership methodology and Leadership (Leadership methodology and Leadership (Leadership methodology
any bias you may have.)
any bias you may have.)
and any basis you may have.)
• Pacesetter leadership methodology will
be used to push for quick results from
employees (entrepreneurship, 2016).
Bias with regard to this methodology
will be failure to admit when end results
are not working
• Management decision will be arrived at
based on customer needs. The only bias
associated with this is that even when
customers do not find something
necessary such as a shiny package, the
decision will be implemented
• Analysis of Internal and external
environment will be used by
management to arrive at decisions. bias
associated with this leadership
methodology is that the focus will be
more on what competitors are doing
• A shift from pacesetter methodology to
an innovative leadership methodology
which will seek to do things that
standout (entrepreneurship, 2016).
• Strategies that resulted in past success
will act as the basis for management
decisions. The only bias with this
methodology will be failure to take into
consideration the ever-changing
customer needs
• Employee input will be sought out when
making key decisions
• Innovative leadership methodology will
be used to enable the company to
standout.
• Management decision will be arrived
at based on customer needs. The only
bias associated with this is that even
when customers do not find something
necessary such as a shiny package, the
decision will be implemented
• Employee input will be sought out when
making key decisions
OPERATIONS CHART
6
better in rather than what the customers
want
Ethics & Sustainability (What are the
ethical considerations related to your
identified goal/objective)
Ethics & Sustainability (What are the
ethical considerations related to your
identified goal/objective)
Ethics & Sustainability (What are the
ethical considerations related to your
identified goal/objective)
• Responding to customer concerns in an
honest manner so as to build trust
• Training employees in the right manner
so as to have a competent workforce
that adheres to the company’s Christian
values
• Acting in fairness when hiring
employees to ensure that the company
will end up employing the right
employees
• Responding to customer concerns in an
honest manner so as to build trust
• Adherence to rules and regulations in
all company operations to avoid legal
repercussions
• Ensure employees are accountable for
their actions when dealing with
customers so as to build a good
reputation
• Provision of a platform that will enable
cus …
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