STRATEGIC AND OPERATIONAL PLAN BARRINGTON CAFE

Strategic directions (from business plan)

 Increase revenue through targeted marketing campaigns
 Control direct and indirect operational costs
 Maintain superior product and service quality standards
 Establish the Barrington Cafe brand as an ethical and environmentally responsible company
 Maintain and attract highly trained and motivated staff

Operational Activity/strategy Approved Responsibility Timelines Performance

Objective Resources Measures

Increase revenue through targeted marketing campaigns

Marketing objectives Marketing plan Budget $3000 Marketing department By end of financial year  Numbers of
completion customers
1. To position  Percentage brand
Television Advertising Budget $200 000 pa Marketing department Morning and evening
Barrington Cafe as a recognition
primetime spots
provider of a superior  Percentage of
product and customer market recognition
service provider of ethical and
Monthly Direct Mail Budget $50 000 pa Marketing department First Sunday of each
environmental
2. Increase foot traffic (DM) month
responsibility
across all stores from
3000 customers to
7000 customers per
day
3. Increase brand Newspaper Budget $100 000 Marketing department Bi-weekly
recognition so that on Advertisements
average at least 8 in 10
people within store Company branded Budget $100 000 Marketing department Quarterly
location areas magazine mailing
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recognise our brand in

surveys conducted by
Guaranteed Results Website maintenance Budget $10 000 pa Marketing department Weekly
Marketing Research
Company Website content Budget $10 000 pa Marketing department Daily
update in line with
4. Establish goodwill current campaigns and
within our target offerings
market so that at least
7 in 10 people within Social Media campaign Budget $20 000 Marketing department First half of financial
store location areas 1 year
rate our company as
socially and Social Media campaign Budget $20 000 Marketing department Second half of financial
environmentally 2 year
responsible
Customer surveys and Budget $7000 Marketing department Bi-annually
analysis

Yearly market research Budget $75 000 Guaranteed Results End of financial year
update Marketing Research
Company

Sales analysis Budget $75 000 Guaranteed Results Quarterly

Marketing Research
Company

Control Direct and Indirect Cost

Financial objectives Budget review by store Finance department Quarterly Quarterly budget
and preparation of variation reports ($
1. Minimum 15% budget variation report variance and %
increase in gross profit Renegotiation with Logistics department Monthly or as required variance)
income each year suppliers:
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2. Reduce the Negotiate on basis of

overhead per store sales volume
through disciplined Negotiate on basis of
growth 3. Reduce cost ability to purchase
of waste management product on cash basis
by 15% Implementation of Logistics department Monthly or as required
‘green’ initiative
Working with vendors
that offer reverse
logistics

Maintain superior product and service quality standards

Objectives Conduct product Budget $7000 pa Quality Quarterly  Score satisfaction
satisfaction survey survey on
1. Maintain superior parameters of
product quality product
Conduct spot checks Mystery shopper Guaranteed Results Monthly
on quality of products program Budget $5000 Marketing Research  Score on mystery
2. Maintain superior shopper checklist
and service pa Company
service standards  Individual
employee
scorecard ratings
(linked to company
strategic directions

Establish Barrington Cafe brand as ethical and environmentally responsible company

Objectives Review of Supplier Purchasing Team Quarterly  Score on rating
credentials and table of supplier
1. Source and use preparation of report reliability
ethically produced and with supplier ratings
environmentally tables  Score on spot check
friendly products, Conduct spot checks Store Manager Biweekly checklist
packaging, food, and on environmental
beverages practices at stores
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2. Operate
environmentally
sustainable business

Maintain and attract highly trained and motivated staff

Objectives Skill and knowledge- Budget $80 000 pa Corporate Training Monthly or as required  Numbers of
based training Department employees
1. Staff are trained to completing training
competently perform Product and service Budget $80 000 pa Corporate Training As required per programs
all tasks training Department department
 Number of
2. Staff are happy and Performance review Direct Supervisor Official PR twice a year, absentee days and
motivated in their with monthly checkins complaints
work