Avijah: Now, to summarize, the main problem that your company is continuously experiencing is the low

demand for products despite having a strategic plan. The bottom line complaint is that strategic
planning has not been adding value to the organization. Am I right?

Ashlei: Yes. As we've mentioned, over the years, we have observed ourselves and experienced a pattern
of typical planning shortcomings.

Avijah: There are many possible causes why you're current plan isn't working. I have concluded some
suggestions and recommendations that your company may use to have a competitive advantage that
will help to increase the sales and profits of the company. First, let's start with your goal and objectives.
As you've mentioned, your goal is to become known for your brand products, especially within the
industry that you are in, to increase sales. To become known, you must first identify who are your top
competitors to adapt to the industry you belong with. Understanding competitors and how they are
approaching the marketplace is significant to know. How aggressively are they marketing? What makes
them better than your company? What makes your company better than theirs? Here are some
questions that you must consider.

Ashlei: Yes, we will take note of that. But what are the ways that you can suggest for us to adapt to the
competitive environment after knowing the top competitors we have? Because it seems that we really
can't keep up with them.

Avijah: Think of the unique ways your business can do to satisfy the customers. By taking a stand and
choosing something that makes your business unique, you'll become known for that unique quality and
differentiate yourselves from the competition.

Ashlei: Okay, so basically, a better competitive positioning strategy is a must. Noted.

Avijah: The next plan is to have a connection with your co-employees. You aren't the only person who
noticed that your strategic plan is continuously failing, your employees are surely aware that you tried
something and it didn't work. Reconnect with them and reassess the company to determine more the
different aspects that hinder your business to align with the competiton.

Jesiel: What are the ways that can help us to reassess the company?

Avijah: You can use a SWOT Analysis or PEST Analysis to determine the internal and external factor of
that affects your company. You can use both to reassess your business. The choice will depend on the
predisposition of your planning team and some particular circumstance.

Avijah: The next thing that I have noticed in your business is the lack of flexibility. It may have been a
great plan at the time it was created, but things change in the environment. The fact is that the strategy
can be right today but wrong tomorrow because of external factors. So for a strategic plan to work, you
have to somehow build into that process a mechanism for reviewing and adapting the plan as
circumstances change.

Jesiel: Given the strategic plans that you suggested and maybe after we reassess the company, how will
we determine that the implementation of strategies are successful? What measurements can we use? It
also became our problem to have evidence whether we are heading in the right direction or not.
Avijah: Time and time, a marketing plan is put in place, and the desired results are not known.
Technically, there is no guesswork as to whether you’ve succeeded or not. But you can make some ways
like a dashboard to monitor the performance of your business. You can periodically report progress to
your team in the strategic plan implementation report.

Avijah: And that concluded everything. I am grateful for your time and that you have chosen me for your
business. I look forward to developing this working relationship with you. I hope that your business will
continue to grow and expand. I also hope that this meeting will help your company to have a clear road
map designed to reach your vision.

Ashlei: We also want to thank you for accepting our request to help us and consult about our marketing
development strategy.

Jesiel: Yes, we appreciate the time you spent reviewing our business and recommending strategies for
achieving our goals and vision. Rest assured that we will follow all the insights and suggestions that
we've learned from you today.