8 Action Plan for Business-level strategy

No

Task or Actions

Responsibility

Target

Time line

1.

Adopt and follow a focused diversification

All levels of the

To capture a

For the years

strategy applied to the specific wholefoods

company

niche in

2012-2015

in a selected retail foods market segment

growing market

2.

Wholefoods value must be accepted and

All levels of the

To convince

From 2012

promoted on all levels

company

consumers that

onwards

Macro is

serious about

wholefoods

3.

Train and educate floor staff about the

HR Department

To convince

Should be

benefits of wholefoods for them to be able

consumers that

completed in

to answer customers’ questions and

Macro is

Next six months

address their concerns

serious about

wholefoods

4.

Select a board member representing

Senior

To give

In the beginning

exclusively wholefoods division, driving and

executives and

wholefoods

of 2012

promoting it

board members

division support

to grow

5.

Employ a team of expert nutritionists

R&D

To recommend

In the beginning

Department

and approve

of 2012

wholefoods

selection for the

supermarkets

6.

Investigate economic benefits of Macro

Marketing and

To choose

In the years

changing to differentiation strategy. The

Financial

whether it is

2012-2015

study has to encompass all levels of both

Departments

worth changing

Macro and Woolworths and will take 12-18

Macro to

months

differentiation

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strategy

7.

Adopt a new/ revised strategy for Macro

Board level

To choose

By the middle

strategy for the

of 2016

No

Task or Actions

Responsibility

Target

Time line

1.

Investigate economic benefits of

Marketing

To choose

Beginning of

developing a private label under Macro

Department

Product line

2012

brand (A) vs acquiring existing stores or

extension plan

manufacturers (B). Choose plan A or B

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2.

(A) Develop the Woolworth's private labels

R&D

To expand

From 2012

under the Macro wholefood brand

Department

product lines of

onwards

baby food and

pet food

3.

(A) Form a project team who will be

R&D

To expend

Should be

responsible for the entire new R&D division

Department

product lline

completed in

and hire nutritionist(s).

and develop

next six months

private label

4.

(A) Conduct market research to identify

Marketing

To determine

By the end of

customer needs

Department

what customers

2012

really demand

and how to

differentiate

organic

products from

existing

products

5.

(A) Build and test prototypes of new

Nutritionists

To get ready to

By the end of

products and launch new products

and R&D

launch the

2013

Department

products under

private label

(B) Acquiring existing stores or manufacturers

6.

(B) Acquire existing entities which

Business

To expand

manufacture organic products for either

Development

Product Line

babies or dogs

Department

7.

(B) Investigate existing organic

Marketing

To identify

Beginning 2012

manufacturers with a focus on their

Department

potential

upstream relationships

takeover

targets

8.

(B) Choose manufacturers whose product

Business

Narrow down

By the middle

standards comply and determine whether

Development

the choice of

of 2012

they satisfy with the already developed

Department

manufacturers

products or require product modification or

customization

9.

(B) Identify and acquire the manufacturer

Investment

To finish

By the end of

Team

acquisition

2012

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