Professional Documents
Culture Documents
001
001
Mission Statement
MacVille is in business to provide espresso coffee machines that meet the efficiency, reliability and
sustainability needs of our hospitality clients who, in turn, reward us with profits that will allow our
stakeholders and the communities in which we operate to prosper.
Vision Statement
Within the next five years, MacVille will become a national brand, and will be accepted as an integral part of
the hospitality industry, perceived as a key component in the success of hospitality establishments, both
large and small.
Current Practices
At MacVille, they conduct themselves in a professional manner to ensure efficiency, reliability and
sustainability needs of clients and communities which include:
It can be seen that their current practices are in full support the current company’s goals and objectives.
However, for the last few years the company has also focused their practices on being innovative as a result
from self-directed team’s directive. Staff at MacVille proved to have high level of commitment and
motivation as they want to move the company forward with positive and innovative work practices including
raising quality of the products and services and challenging new ideas.
The company should incorporate the following into their strategic plan:
Strategy for innovation into their objectives for all staff to be working into the same direction to
achieve the goal of the company.
Many customers are demanding cooperate responsibility. So when the company is trying to
innovate the existing products and services, and/or develop new products, consumers want to
know if it’s better for their community. Therefore additional issue to cooperate into the company
mission is vision is to be social responsible, to serve and to care and to contribute for their local
community and non-profit organisation.
To: Ceo, Board of Directors, Employee.
Date: 7/10/2016
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This email is to give an overview of the company MacVille current strategic plan which include the following
areas:
Mission: MacVille is in business to provide espresso coffee machines that meet the efficiency, reliability and
sustainability needs of our hospitality clients who, in turn, reward us with profits that will allow our
stakeholders and the communities in which we operate to prosper.
Vision: within the next five years, MacVille will become a national brand, and will be accepted as an integral
part of the hospitality industry, perceived as a key component in the success of hospitality establishments,
both large and small.
Current approach:
At MacVille, they conduct themselves in a professional manner to ensure efficiency, reliability and
sustainability needs of clients and communities, which include:
It can be seen that their current practices are in full support the current company’s goals and objectives.
However, for the last few years the company has also focused their practices on being innovative as a result
from self-directed team’s directive. Staff at MacVille proved to have high level of commitment and
motivation as they want to move the company forward with positive and innovative work practices including
raising quality of the products and services and challenging new ideas.
Revised Mission
MacVille is a company to provide espresso coffee machines that will deliver the highest values to our
customers. We are committed to the enduring values of honesty, reliability, efficiency, innovation and
flexible, value creation and social responsibility. We also committed to maintaining excellence in all aspects
of our operation and our professional and business conduct.
Vision:
Within the next five years, we will become a national brand that wil be accepted as an integral part of the
hospitality industry, perceived as a key component in the success of hospitality establishments, both large
and small. And social responsible company to serve and care and contribute for the local community and
non-profit organisation. We will provide espresso machine that has minimal impact the environment. We
will work with other trusted companies (alliance) in a professional manner to meet customer needs.
Organisational Value
Committed to conduct our business in professional manner and fair practice and maintain the highest
standards of excellence with customers. We also contribute positively to our local community and
environment.
Regards
Nisreen haji-ar-were
Agree to add more information on version to “Within the next five years, Macville will become a
national brand, and will be accepted as an integral part of the hospitality industry, perceive as a key
component in the success of hospitality establishments, both large and small”.
Agree to change Addresses of email to Ceo, Board directors, employee. Also include date.
Week 2 Assessment
Political
Tariffs on imported good, including espresso coffee machines, will be removed in line with the
government’s free trade policy.
High possibility of carbon tax to be introduced on all energy-intensive products used in commercial
enterprise
Economic
The prediction of a strengthening Australian dollar against all our major trading partners over the
next few years is a concern
A resources boom may lead to higher than expected growth in the economy
Development of the home consumer market for consumer expresso machines is experiencing high
growth
Social
Population ages and become affluent therefor life style trends change towards eating out more
frequently
Population growth rate is predicted from 22 million is 2010 to 36 million in 2050
Technology
New espresso machine that use 30% less energy to run and more efficient heat exchanger are being
developed
Carbon tax:
The more energy efficient the business the less tax they will pay. Same as other businesses,
MacVille is facing extra costs. If MaxVille doesn’t want to face avoidable extra costs it is important to
find more efficient way to manufacture its products.
Planned changes in trade, where all tariffs on import goods, including espresso coffee machines will
be removed as part of government’s free trade policy.
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Expand into Sydney market because Rising in Australian dollar which have
major competitors has withdrawn from long term in tourism which was a major
the market category buyer for espresso machine
Strategic alliances with coffee beans Rising interest rates that are predicted
suppliers (market penetration could be for the coming years could impact
easily achieved and can share marketing negatively on the disposable income of
/advertising costs) coffee drinkers
Nufix Inc. a global instant coffee
company is moving into the market and
they have strong resources in financial,
marketing and human resource.
Wes BeanEx. a large coffee beans
supplier that had recently started
importing espresso coffee machines for
their customers.
Competitors
Nufix Inc.
Nufix Inc. in a global brand, which is shifting from instant coffee into the espresso beans and
machine market. This could be a threat to MacVille because they have strong financial, marketing
and human resources (Strong point). However, the weak point is that it may not be so easy for Nufix
to get into the market that already has strong supplier and buyer allegiances and another issue is
that Nufix has difficulty being adaptable to the needs of niche market buyers.
Wes BeanEx.
Wes BeanEx is a large coffee beans supplier that had recently started importing espresso coffee
machines for their customers. The advantage is that they already have strong customer based and
this will make it easy for them to get access to their customers to promote their espresso machines.
However, the weakness is that as they are new in espresso machine so they had not yet
established service arm to help their customers (wholesale clients) to maintain the machine (after
sales service).
Allies
Below is the summary of 3 interested companies who has submitted their application to be partner
with MacVille
Description: Ambrosia sells all grades of coffee bean to supermarket and hospitality outlet around
Australia
Description of joint venture: Share in the cost of outdoor advertising for cafes and restaurants,
with shared branding of umbrellas and barriers.
Strength: Supplier is committed to the coffee bean industry, with some sharing of the client base.
Weakness: Has concerns with sharing information, citing intellectual property. Product image is not
quality but more community-based
Trend: It seems to be quite unstable, it started off with $3.2m and it went down but able to pick itself
up in 2011 to $3.3m.
The tender that Ambrosia submitted does not show any statement of their alignment with MacVille
values.
I believe that due to the product image of the Ambrosia their value and goals is not in line with
MacVille values and goals.
2. Java Estate
Description: To sell quality Arabica roasted coffee beans to all state of Australia
Description of joint adventure: Java Estate provides MacVille espresso machines to client at no
charge. Java Estate pay MacVille cost price for the delivery and installation of the machine, then
pays the remainder of the purchase price on a 12-month repayment program.
Strength: Australia –wide partner – 100% committed to hospitality and coffee bean market.
Weakness: Other coffee bean supplier may not recommend MacVille machines with this strong
strategic alliance.
In summary, Java Estate stated their strong commitment in providing quality service to their clients
which is inline with MacVille value that committed to provide service in professional manner to
ensure efficiency and reliability.
Description: Selling consumer home espresso machines to the home market on in Sydney, and
operating other digital home entertainment products.
Description of joint venture: Shared space in four trade shows per year.
Strengths: Cover the consumer market for espresso machines to make a full range offer to clients.
Weakness: Working with a strategic partner who is not solely focused on the hospitality industry.
Risk: Partner not fulfilling their financial commitment, association with a non-industry partner may
have a negative on MacVille customer base, partner access to MacVille’s trade secrets.
Cost benefits: Cost of the shows are $2,500 each. Four shows costing $10,000, selling machines
per show at $500. Each would see a profit of $10,000 for the year and a break even after two
shows.
In conclusion, Home Espresso does not state any value that in line with MacVille’ goals. They focus
on sharing space in tradeshows with them.
Summary of minute with Joe Napoti on 13 October 2016n@ 2.30 pm about “Allies”
I believe that Java Estate would be the most appropriate alliance for MACVILLE because they are
wild Australia partner and their commitment and goals are in line with our company. Aswe know we
will become a national brand for its innovation.
Also if we see from Trend Analysis we can see Java Estate is keep going up and make a lots of
money in each year from 2007. This is a very good condition.
Week 3 Assessment
To sell and service MacVille espresso coffee machines in every state of Australia. This was a top priority
that would involve the acceptance of Java Estate tender. This was an important alliance and one that
should be managed at the highest level. With the Sydney warehouse now established, it was important
to look for other warehouse opportunities in high-volume states. The other states could be managed
with an agent’s network and by outsourcing the maintenance.
Strategies
The strategies that we need is to work cooperatively with Java Estates. It is also important to ensure
that both companies agreed on the same goals and objectives e.g. committed to provide quality service
to all clients.
Another strategy is to have warehouse in every state particularly in high-volume states. This can be
done by building networks in each state and make them feel positive to work with MacVille.
To increase profit margins by 5% in the next five years. This should occur naturally, with increased
sales allowing for better price negotiations with suppliers, and getting all departments to make
optimum use their staff.
Strategies
Continue to commit to the goals and objectives of the organisation and improve customer service,
particularly ensure the delivery will be on time.
To establish the MacVille brand recognition in key markets in the next five years, mostly via new
technologies but also through co-branding with our strategic partner. This is also a high priority if the
successful rollout is to be achieved.
Strategies
To ensure the product gets the best visibility possible we need to develop effective promotion
strategies such as update and redesign website to suit our current mission and goals, create social
media presence and sponsor public events.
Objective 4
To reduce our waste and energy use by 10% within the next five years. Education programs and
incentive rewards for innovations in this area should see the organisation achieve its objectives.
Strategies
MacVille needs to create awareness among staff of ‘go-green’ policy and giving rewards or incentive for
innovation could be a great way to motivate staff to be innovative and reach the objective of the
organisation.
Date: 20/10/2016
Dear All
I have reviewed the objectives of the organisation that was presented in board meeting.
In order for us to reach the objectives we need to develop and implement strategic plan which
include task, priorities list, timeframe, person response, and performance indicator.
I have attached our strategic plan for a review and I look forward to receive comments and feedback
to improve our plan from everyone.
1. To sell and service Macville espresso coffee machine in every state of Australia.
2. To establish the Macville recognition in key markets in the next five years.
3. To increase profit margins by 5% in the next five years.
4. To reduce our waste and energy use by 10% within the next five years
Regards
General Manager
KPI Progress
Objective 1
To sell and service MacVille espresso coffee machines in every state of Australia. This was a top priority
that would involve the acceptance of Java Estate tender. This was an important alliance and one that
should be managed at the highest level. With the Sydney warehouse now established, it was important
to look for other warehouse opportunities in high-volume states. The other states could be managed
with an agent’s network and by outsourcing the maintenance.
Strategy A: Sign, action and establish the strategic alliance agreement with Java Estate.
KPI: Install 200 machines p.a.
Review: Agreement and contract is signed with Java Estate. However, we found that in the past 12
months only 180 machines were installed. The reason being a slower uptake in Northern Territory and
North Queensland due to strong Australian dollar that affect tourism industry.
KPI: MacVille opens in Melbourne within 2 years after Sydney opens for business
Review: A Melbourne warehouse is still not open. Currently run on the more expensive agency model.
KPI: Agent agreements and outsource maintenance contacts for South Australia, Western Australia,
Northern Territory, Tasmania and ACT
Review: Agent Contracts for all states are signed except for Northern Territory
Objective 2
To increase profit margins by 5% in the next five years. This should occur naturally, with increased
sales allowing for better price negotiations with suppliers, and getting all departments to make
optimum use their staff.
Review: 100% Volumes have increased to the point that all orders fill a container
Review: Some states are still underperforming. Strategy still in line with timetable
Objective 3
To establish the MacVille brand recognition in key markets in the next five years, mostly via new
technologies but also through co-branding with our strategic partner. This is also a high priority if the
successful rollout is to be achieved.
Strategy F: Establishing social, Internet and networking marketing
Review: 12,000 clicks / day and this is achieved in half time allocated (very experienced contractor)
Strategy G: Join with Java Estate in co-branding cups and café banners.
Review: only 50% of cafes with our machines using our cups because unattractive design and colours.
Strategy introduced within timeframe.
Objective 4
To reduce our waste and energy use by 10% within the next five years. Education programs and
incentive rewards for innovations in this area should see the organisation achieve its objectives.
KPI: 25 Suggestions from staff per year, 6 new innovations introduced per year in relation to reducing
waste.
Review: 30 suggestions and 8 new innovations, which lead to a significant reduction in waste.
Review: 12 kW per person. The campaign was introduced quite late in the year and did not roll out
across the whole company
Strategy Performance Progress Completed Comments
Indicator /Incomplete
KPI achieved Yes/No
Strategy A
Finalise Contract is signed Completed In the past 12 months only 180 machines were installed. The reason being a
contract/agreement with slower uptake in Northern Territory and North Queensland due to strong
Java Estate and have at KPI achieved: Yes Australian dollar that affect tourism industry.
least 200 machines
installed p.a.
Strategy B
Open a Melbourne A warehouse in Incomplete Currently run on the more expensive agency model.
warehouse Melbourne is open
and operated KPI achieved: No
Strategy C
Research on outsourcing Agent agreements Partly completed Agreements are signed for all states except for NT
the maintenance and outsource
contracts are KPI achieved: Partly
signed achieved
Strategy D
Instigate bulk buying 100% of purchase Completed within KPI achieved in quicker time
negotiations to reduce by the container timeframe
supply price load
KPI achieved: Yes
Strategy E
Operate all departments at Wages to turnover Incomplete Some departments still underperforming, however, strategy still in line with
optimum capacity and ratio of 12.5% timetable
productivity KPI achieved: No
Strategy Performance Progress Completed Comments
Indicator /Incomplete
KPI achieved Yes/No
Strategy F
Establishing social, 10,000 clicks / day Completed within KPI achieved in quicker time
Internet and networking on website timeframe
marketing
KPI achieved: Yes
Strategy G
Join with Java Estate in 100% of cafes with Incomplete Only 50% of the cafes with our machines using our cups due to the
co-branding cups and café our machines using unattractive design of cups
banners. our cups KPI achieved: No
Strategy H
Set up reward programs 25 Suggestions Completed within Significant reduction waste in the company
for reducing waste from staff per year, timeframe
6 new innovations
introduced per year KPI achieved: Yes
in relation to
reducing waste.
Strategy I
Develop and implement kW per person Incomplete Introduced the campaign later on in the year and the it didn’t roll out across
energy use awareness drops to 10 kW the whole company
campaign KPI achieved: No
Milestone Progress
Have at least 200 1 Year No In the past 12 months only 180 machines were installed. The reason being a
machines installed p.a. slower uptake in Northern Territory and North Queensland due to strong
Australian dollar that affect tourism industry.
Strategy B
Open a Melbourne 2 Year No At the moment a warehouse in Melbourne still not open and currently run on
warehouse the more expensive agency model.
Strategy C
Research on 6 Months Partly completed Agreements are signed for all states except for NT
outsourcing the
maintenance
Strategy D
Instigate bulk buying 1 Year Yes KPI achieved in quicker time due to the initial increase in demand
negotiations to reduce
supply price
Strategy E
Operate all 1 Year No Some departments still underperforming, however, strategy still in line with
departments at timetable
optimum capacity and
productivity
Strategy F
Establishing social, 6 Months Yes KPI achieved in half the time allocated
Internet and
networking marketing
Strategy G
Join with Java Estate in 6 Months No Only 50% of the cafes with our machines using our cups due to the
co-branding cups and unattractive design of cups
café banners.
Strategy H
Set up reward 1 Year Yes Significant reduction waste in the company
programs for reducing
waste
Strategy I
Develop and kW per use per No Introduced the campaign later on in the year and the it didn’t roll out across
implement energy use person drops by 10 the whole company
awareness campaign kW
Overall Progress
The strategic plan is proved to be an effective one even though we did not achieve some of the
KPIs. It must be noted here some of the strategies we still have time to make good progress and
achieve KPIs. Some of the strategies that did not work so well we will look for improvement,
which will be discussed in the next section ‘Improvements’
Objective 1
We did sign a contract with Java Estate, which was a good start for alliance strategy.
We were able to sign agent agreements in almost all states except for NT and the positive side is
we achieved this within the allocated timeframe.
One thing that we may need to look at it as we progress along is to reduce a cost of agents in
Western Australia and Tasmania, as at the moment they were expensive.
Even though we did not reach the 200 machines p.a. but this is an internal factor i.e. the strong
in Australian dollar that make tourism slump particularly in Northern Territory.
A warehouse in Melbourne is still not open but we are making good progress to gather
information and build networks.
Objective 2
We did quite well, as 100% volumes have increased to the point that all orders fill a container
and KIP is achieved in a very quick time. However under strategy E, not all departments
perform to the optimum capacity but good thing we have not yet reached deadline. We can
make improvement to try to achieve the KPI.
Objective 3
The contractor that we have to help us to work on brand recognition is very experienced. We
are able to achieve our KIP in half the time allocated. We get 12,000 click per day on the
website, which is more than we have expected (KPI: 10,000 clicks per day).
However, when it comes to strategy G we did not reach our goal.
Objective 4
Staff are involved in the reducing waste program, they become innovative which lead to a
significant reduction in waste and this was also done within the timeframe. In regards to
Strategic I we are not able to get kW use per person down to 10 kW and the campaign did not
get roll out across the company, if we have had more time the campaign would be successful.
In summary, the over all progress for the strategic is in good progress, we may need to call for a
few meetings to adjust the plan to make it better suit the current situation.
Improvements
Objective 1
Did not reach the 200 machines p.a. but this is an internal factor i.e. the strong in Australian
dollar that make tourism slump particularly in Northern Territory.
How to make improvement: Implement marketing strategies in other states to increase sales.
This may be done through consulting marketing experts
A warehouse in Melbourne is still not open but we are making good progress to gather
information and build networks.
How to make improvement: Continue searching for a warehouse and build networks in
Melbourne. Set a new timeline and develop action plan and follow the plan accordingly.
Objective 2
How to make improvement: Staff performance review. Each Department manager must
complete performance review. Develop performance-monitoring tools such as observation or
interview to ensure that all staff are working to the optimum capacity. Another method is to
develop a ‘Work Life Balance Program’ and give staff support that they need. This is a good way
to increase staff motivation.
Objective 3
Only 50% of cafes with our machine using our cups. We want 100%
How to make improvement: The problem here is that the design and the colour of the cups are
not attractive. Therefor we need to redesign the cups to make it more attractive, this may
involved hiring a professional designer. We need to develop action plan and follow it. Once we
have a final decision of a new design, before going to a final stage we may the new design cups
to the cafes to get their opinions.
Objective 4
In regards to Strategic I we are not able to get kW per use per person down to 10 kW and the
campaign did not get roll out across the company.
How to make improvement: Re-introduce the campaign and ensure that each department
manager is responsible to increase awareness of the campaign in his or her department. The
department manager also needs to make progress report to management.
Communication Plan