name of company Drive in Movie Theater
THE WHY: People don’t buy what you do, they buy why you do it. Why does your business exist? What is the business’s purpose, cause or belief? Why does the company exist and why should anyone buy from you?
CULTURE: Key values that are deeply and widely held throughout the organization.
PLANNING: A plan is a blueprint that determines the course of action.
Strategic Planning – long-term goals; where you want to be in 5-10 years time from now
Tactical Planning – steps to achieve strategic goals; how the business should operate, think 1-2 year goals.
Operational planning – step-by-step implementation on a daily, weekly, or monthly basis; use Gantt Chart to schedule tasks and track progress
Resource planning – what resources are necessary? Consider all factors of production: human resources, financial resources or capital resources, physical, entrepreneurial instincts and knowledge factors.
Strengths – operational aspects that represent potential competitive advantages or distinctive competencies.
Weaknesses – deficiencies of your products or services compared to others, areas that need improvement.
Opportunities – areas your business can succeed and exploit
Threats – competition for similar businesses, areas that need to be mitigated
• Advertisement: Identify how the platforms below will be used in the campaign
o Print media – newspapers, magazines, brochures, fliers
o Electronic media – TV, radio, Internet/web
o Outdoor media – roadside hoardings, bill boards, neon signs
o Promotional programs – discounts, packaged services
o Customer relations – pre-purchase, post-purchase, PR, publicity
PLACEMENT: Target markets, customers, demographics, psychographics, distribution, logistics, location of the business, shop front
PRICING: What is the right price to set? Price to competition, promotions, price cuts, discounts
• Strategy choice: cost leadership, differentiation, or focus strategy
• Cost + profit = price
PEOPLE: Type of personnel and their qualifications. Human capital is the cumulative skills and knowledge of the organization.
PROCEDURES: Policies and procedures
VISIT TO A SIMILAR BUSINESS: Location, contact, services rendered. Gather available information on above aspects and staff met and interviewed
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