Strategy and Implementation Summary
FFI focuses on providing high-quality products to consumers with outstanding service. Customization of orders and specialization of services will create a competitive advantage.
FFI is developing the organization by beginning with few employees to reduce costs. All current employees are very motivated, resulting in a positive and strong company culture. This culture will carry over to all new trainees, which is a prime objective for the expansion of FFI.
The first year of service will be the most important, as FFI plans to establish strong relations with both suppliers and buyers. These relationships will help FFI to grow and evolve in this industry.
5.1 Marketing Strategy
- FFI is focusing on silk flowers and accessories, targeting women with upper-end income as the end customers, and targeting sales reps that distribute to exclusive gift retail stores and mail-order catalog companies.
- FFI plans to be an exhibitor at Silk ’95, having already collected all the necessary information at Silk ’94. This trade show is the largest international silk flower and accessories exhibition attended by multiple buyers including, but not limited to, catalog/mail-order, floral wholesalers, chain stores, craft stores and wholesalers, visual display companies, etc. This will be a good opportunity to start and get exposure to FFI’s product. FFI plans to attract the right sales rep and mail-order company for its products through this trade show, which is realistic since Silk ’95 is the biggest and most reputable permanent and silk accessories trade show in the United States.
- For the first year, FFI will both lease a space for a retail store at the Third Street Public Market and supply its products to buyers that FFI attains though Silk ’95.
- FFI will also send some samples to “Blossom” catalog, who does mail orders for silk flowers and other silk accessories. The purpose of this is to reach more customers while doing only minimal research.
5.1.1 Promotion Strategy
The goal of FFI is to promote its products as fine collectibles, either for the collector or the gift-buyer. This will be done through in-store promotions, direct-mail advertisements, appearances in related catalogs, and publicity events.
5.1.2 Pricing Strategy
FFI sets standard prices for each product line. These prices are not expected to experience significant change over the next three years.
- Tulips and Roses – $2.25
- Arranged Flower 1 – $18.99
- Arranged Flower 2 – $39.99
- Silk Scarf – $15.99
- Other hair accessories – $9.99
- Other/Seasonal bouquet – $59.99
These prices exhibit quality products at reasonable costs to consumers.
5.2 Sales Strategy
Products will be distributed through the retail store in Anytown at Third Street Market or by pre-orders until FFI is able to further expand. Sales is one area that needs to be developed in order to better serve the consumer and meet objectives.
5.2.1 Sales Forecast
As indicated in the table, sales are forecasted to remain relatively constant throughout 1995, with growth predicted in both 1996 and 1997. Sales, however, will tend to fluctuate depending on the month and the season.
|Year 1||Year 2||Year 3|
|Tulips and Roses||28,300||35,165||45,714|
|Arranged Flowers 1||5,000||6,501||8,451|
|Arranged Flowers 2||5,000||6,500||8,450|
|Other hair accessories||12,000||15,600||20,280|
|Total Unit Sales||69,300||108,336||144,836|
|Unit Prices||Year 1||Year 2||Year 3|
|Tulips and Roses||$2.25||$2.25||$2.25|
|Arranged Flowers 1||$18.99||$18.99||$2.25|
|Arranged Flowers 2||$39.99||$39.99||$39.99|
|Other hair accessories||$9.99||$9.99||$9.99|
|Tulips and Roses||$63,675||$79,121||$102,857|
|Arranged Flowers 1||$94,950||$123,454||$19,015|
|Arranged Flowers 2||$199,950||$259,935||$337,916|
|Other hair accessories||$119,880||$155,844||$202,597|
|Direct Unit Costs||Year 1||Year 2||Year 3|
|Tulips and Roses||$1.50||$1.50||$1.50|
|Arranged Flowers 1||$11.99||$11.99||$1.42|
|Arranged Flowers 2||$27.99||$27.99||$27.99|
|Other hair accessories||$6.50||$6.50||$6.50|
|Direct Cost of Sales|
|Tulips and Roses||$42,446||$52,742||$68,564|
|Arranged Flowers 1||$59,951||$77,949||$12,006|
|Arranged Flowers 2||$139,963||$181,952||$236,537|
|Other hair accessories||$78,006||$101,408||$131,830|
|Subtotal Direct Cost of Sales||$756,512||$1,009,932||$1,229,583|
5.2.2 Sales Programs
- Floral wholesalers: Develop awareness about the quality of FFI’s products in order to create demand within the first two months. For the next year, provide incentives and price-promotions to encourage wholesalers to purchase FFI products.
- Retail Stores: Offer low-priced products in exchange for significant shelf space and access to consumers. By the end of the first year, have FFI products distributed in selected stores with minimal constraints on price and location.
- Manufacturers/Assemblers: Provide FFI products at a reduced rate corresponding to volume of purchase.
5.2.3 Sales Goals
- End of 1995 – Sales of $1.1 million.
- July 1995 – Open exclusive gift shop at Third Street Market in Anytown.
- 1996 – Sales of $1.5 million.
- July 1996 – Expand distribution into catalog/direct mail.
- 1997 – Sales of $2 million.
Sample Milestones topic text.
The milestones table and chart show the specific detail about actual program activities that should be taking place during the year. Each one has its manager, starting date, ending date, and budget. During the year we will be keeping track of implementation against plan, with reports on the timely completion of these activities as planned.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Finish Business Plan||5/7/2009||6/6/2009||$100||Dude||Boss|
|Ah HA! Event||5/27/2009||6/1/2009||$60||Marianne||Bosses|
|Oh NO! Event||6/26/2009||7/1/2009||$250||Marionette||Bouc émissaire|
|Marketing Program Starts||6/6/2009||7/1/2009||$1,000||Glower||Marketeers|
|Plan vs. Actual Review||11/1/2009||11/8/2009||$0||Galore||Alles|
|First Break-even Month||3/5/2010||4/4/2010||$0||Bouys||Salers|
|Upgrade Business Plan Pro||4/22/2010||4/24/2010||$100||Brass||Bossies|