organizational strategic plan kari andrews, sally choponis,...

Running head: ORGANIZATIONAL STRATEGIC PLAN 1

Organizational Strategic Plan

Kari Andrews, Sally Choponis, Stephanie McCarthy & Chelsea VanDyke

Ferris State University

NURS 440

Jaime Sinutko

Jaime Sinutko: Team, why is this still here? It's NOT APA OK. Make sense?

ORGANIZATIONAL STRATEGIC PLAN 2

Organizational Strategic Plan

Organization Name

All Wrapped Up, Inc. located in Traverse City, Michigan, manufactures and retails first

aid kits. Due to first aid care being used in nearly every environment, there is a considerable

need for kits for work, at home, and play. There are many varieties on the market; however,

some of these can be very expensive and may contain limited items. An up-and-coming trend is

the call for specialty first aid kits designed for specific environments and activities (Research and

Markets, 2016). The sports industry is quickly developing a large demand for first aid specialty

kits (Research and Markets, 2016). This industry has already claimed nearly 50% of the

worldwide market (Research and Markets, 2016). The other 50% of the market embraces

various lifestyles and vocations. Top Michigan occupations include commercial truck driving,

computer technicians, nurses, and welders (Bomey, 2015). Leading industries in Michigan

include automotive manufacturing, food and agriculture, freshwater technology and services, and

Christmas tree farming (Katzowitz, 2015). Many of these job sectors and industries like

commercial truck drivers and farms would support manufacturing a specialty first aid kit.

Furthermore, hunting is a popular recreational sport in Michigan that necessitates specific kits.

While there are a few first aid kit suppliers located in the state, there is not a first aid kit

manufacturer in Michigan. Traverse City, Michigan, offers a medical center, large area of

schools, and several work environments, along with many hunters and sportsmen that surround

the city that present excellent target markets. This is a growing area with a number of shipping

opportunities to sustain a manufacturing plant. All Wrapped Up, Inc. realizes promising

opportunity to be the lead manufacture of first aid kits in Michigan.


Vision

Our vision at All Wrapped Up, Inc. is to manufacture a premium first aid kit for basic

treatment of common medical emergencies and have our product in every home, vehicle,

classroom, and work environment. Manufacturing of these kits can be tailored to fit the needs of

the environment in which it will be utilized.

Mission

We, at All Wrapped Up Inc., constantly strive to provide a high quality product for basic

treatments of common emergencies. By providing access to our products, we will empower

people to have a better life. Our products will be used in the community to promote personal

safety and wellness. We will reduce the stress of medical emergencies through the use of our

superior quality first aid kits, all while keeping the consumer experience in mind. Our goal is to

work together to serve others in a thoughtful, handy, cost-effective and accessible manner.

Philosophy

All Wrapped Up, Inc. values our employees that build, sell, and support a great product.

Our outstanding team offers a loyalty to our customers providing the best possible service,

choice, quality, and value.

Organizational Goals

Organizational goals are typically broad in nature (Yoder-Wise, 2015). Goals of an

organization are plans meant to direct business endeavors and employee efforts (Yoder-Wise,

2015). What follows are organizational goals for All Wrapped Up, Inc.:

Establish brand awareness;

Ensure consumer satisfaction by producing high quality products;

Promote personal safety and wellness for all consumers;


Provide every customer with affordable and reliable first aid care products;

Establish a reliable customer support service system;

Empower consumers to improve their lives and reduce medical emergency stress with

versatile first aid kits;

Have our product in every home, vehicle, classroom, and work environment; and

Maintain a 90% satisfaction rate amongst employees along with a 75% retention rate for

current employees.

Organizational Objectives

Short- and system objectives must contribute directly to business goals (Success Factors,

2017). Proponents of this method suggest that this practice helps all employees of the

organization to make connections between what they are each contributing to what the company

desires to accomplish (Success Factors, 2017). All Wrapped Up, Inc. has developed the

following organizational objectives:

Marketing

o To understand customer buying trends and anticipate distributions needs through

researching target marks, consumer input, and product offerings before product;

o To develop and implement a flexible promotional plan to drive increased business

through advertising before, during, and after product launch;

Competitor analysis

o To evaluate activities of industry competitors, monitor where our product ranks in

the market to improve revenue and customer satisfaction in 6 months;

o To have all our first aid kits in the two major drug store chains nationally by

2021;


Profitability

o To stay ahead of costs by controlling production and operations overhead to

maintain profit margins on products sold, increasing revenue in 12 months;

o To earn $10,000 more per month by 2021;

Productivity

o To have 10 employees within six months;

o To provide employee training, equipment upkeep, and resources needed to boost

productivity every two years;

o To yield 80% or higher in productivity within 3 months;

Growth

o To research historical statistics to predict future demands by 2020;

o To expand distribution centers beyond Traverse City, Michigan by 2020;

o To expand product sales to the international level by 2022;

Customer satisfaction

o To provide product specific education to consumers in the form of personal

demonstration, online resources and product information pamphlets within 3

months and ongoing;

o To educate consumers about personal safety and wellness habits immediately and

ongoing;

o To improve consumer’s quality of life through reducing the stress of medical

emergencies immediately and ongoing;

o To have a user friendly questionnaire available to consumers for suggestions on

improvement of product by 2018;


Employee retention

o To maintain a positive work environment immediately and ongoing;

o To provide employee incentive programs for all eligible employees within 6

months;

o To research current cost of living wage trends to maintain competitive

compensation immediately and yearly;

o To provide a safe, clean work environment that meets or exceeds OSHA

standards within 3 months;

o To survey current employees to evaluate satisfaction immediately and every 6

months; and

o To provide day care services, medical treatment office, and exercise rooms for all

employees and their families by 2021.

Organizational Chart

PRESIDENT

Develop organization

MARKETING DIRECTOR

Build Brand Awareness

Forecasting

Sales

Customers

Forecasting Mgr Sales Associates

QUALITY ASSURANCE DIRECTOR

Customer Service

Customer Satisfaction

On Time Delivery

Customer Service Associates

OPERATIONS DIRECTOR

Manufacturing

Purchasing

Manufacturing Mgr Purchasers

FINANCE DIRECTOR

Accounting

HR

Budget

Accountants

TECHNOLOGY DIRECTOR

IT

Network

Troubleshooting

Website Management

Information Technologists


Organizational Job Descriptions

With expectations of a new job being so high from many perspectives, it is important for

leaders to provide clarity about roles and responsibilities (Cohen, 2014). Clear and distinct job

descriptions provide the elements of expectation, but also set forth positive influences when it

comes to accountability and how the employee elects to encompass and execute the details of the

position (Cohen, 2014). All Wrapped Up, Inc. has developed the following job descriptions:

Position Title: President

Reporting to this Position: Marketing Director, Operations Director, Quality Assurance

Director, Finance Director, and Technology Director

Qualifications and Education Requirements: Masters in Business Administration

Salary: $80,000

Job Summary: The President of All Wrapped Up, Inc. is responsible to oversee all company

operations to ensure the use of quality, service-oriented and cost-effective resources. The

President will develop and maintain a strategic company plan to meet organizational mission,

vision, and philosophy.

Primary Responsibilities:

Budgeting: plan, develop and implement strategies for generating revenue,

Approve operational policies and procedures,

Review financial reports/statements to determine progress and appropriate goal revisions,

Encourage organizational development and employee growth, and

Commission transparency throughout all departments.


Position Title: Marketing Director

Reporting to this Position: Forecasting Manager, Sales Associate

Qualifications and Education Requirements: Bachelor’s degree in Marketing

Salary: $50,000

Job Summary: Marketing Director’s aim is to maximize profits by fostering sales strategies

that compliment customer’s needs, as well as promote products and services.


Flexibility with changing customer demographics and ability to forecast customer needs,

Ability to analyze efficiency of the department,

Initiate and encourage marketing campaigns that promote products,

Product development and research to build brand awareness, and

Lead and directs the work of others.

Position Title: Operations Director

Reporting to this Position: Manufacturing Manager, Purchaser

Qualifications and Education Requirements: Bachelor’s degree in Business

Salary: $60,000

Job Summary: Operations Director’s purpose is to improve productivity at All Wrapped Up,

Inc.


Analysis of risk management,


Keep operations running smoothly and proactively addressing any issues,

Management of manufacturing operations,

Management of purchasing operations,

Lead and implement OSHA requirements within the facility, and


Position Title: Quality Assurance Director

Reporting to this Position: Customer Service Associates

Qualifications and Education Requirements: Bachelor’s degree in Business

Salary: $50,000

Job Summary: Primary duties of the Quality Assurance Director generally includes creating,

governing, and disseminating company quality procedures, standards, and plans while assessing

that customer expectations are met.


Quality and risk management related to customer service/satisfaction,

Ensure that products meet quality standards,

Identify necessary production improvements,

Maintain HIPAA compliance standards,

Safeguard on time product and service delivery, and


Position Title: Finance Director

Reporting to this Position: Accountants


Qualifications and Education Requirements: Bachelor’s or Master’s degree in Finance &

Accounting

Salary: $50,000

Job Summary: Primary duties of the Finance Director is the health and well-being of the

organization, All Wrapped Up, Inc.


Prepare quarterly budget and set profitability goals,

Review statistics and analyze markets for growth opportunities,

Prepare activity reports to provide financial forecasts,

Monitor and translate company cash flow and accounting functions, and


Position Title: Technology Director

Reporting to this Position: Information Technologists

Qualifications and Education Requirements: Bachelor’s degree in Information Technology

Salary: $60,000

Job Summary: The Technology Director’s main purpose at All Wrapped Up, Inc. is to

strategize, establish, and execute all IT functions.


Keeps the network up and running,

Website and data backup/recovery management,


Meet customer requirements and appropriate support,

Research and establish long-term IT goals, and


Job Advertisement

Marketing Director Advertising Flyer

Advertising Prices per sources below

1. Professional Journals: Journals listed below are ranked number one and number

four overall for prestige, importance, and popularity (Academy, 2017).

a. Journal of Marketing: The Journal of Marketing is a leading publication

comprised of peer-reviewed articles encompassing most current topics in

the marketing industry that is issued by the American Marketing

Association (American, 2017). Estimated advertisement on the digital

posting for seven days, charging per word, single-colored image, on ¼ of

web page costs $115.

b. Journal of Retailing: The Journal of Retailing publishes the latest peer-

reviewed article featuring information relevant to all elements of retail

including management, consumer, products, services, supply and

distribution (Elsevier, 2017). Estimated advertisement on the journal’s

digital web page for 10 days, charging per word, single-colored image, on

¼ of page costs $105.

2. Newspapers: Traverse City, MI has several local newspapers, both in print and

online.

Jaime Sinutko

Jaime Sinutko: nice choices

Jaime Sinutko

Jaime Sinutko: good deal


a. Traverse City Record-Eagle: The Traverse City Record-Eagle is a leading

print newspaper that distributes to 13 counties in northwest lower

Michigan 7 days a week (Record-Eagle, 2017). The newspaper has

partnered with Monster.com for job advertisement and provides a package

advertising deal (Record-Eagle, 2017). A package that provides 30 days

on monster.com (which includes notifications for up to 5 matching

resumes), up to 30 words, and a 4-day charge for the print ad costs $557

(Record-Eagle, 2017).

b. Northern Express: The Northern Express, a print and online newspaper,

delivers over 30,000 copies each week (Northern Express, 2017).

Estimated cost of a week-long digital ticker advertising is $5, limited to 10

words (Northern Express, 2017). A print advertisement charged per day,

15-word limit, one single-colored image costs $280 (Northern Express,

2017). Six-day print ad plus 7-day digital ticker ad for total of $285.

3. All Wrapped Up, Inc. will reach out to job hunters through various social media

outlets including Facebook, Instagram, and Twitter. Monster.com will already be

utilized as a combination package offered through the Traverse City Record-Eagle

newspaper. Otherwise, Monster.com and Indeed.com are essential online job

advertisement and recruiting resources.

Jaime Sinutko

Jaime Sinutko: very extensive research


Apply online

allwrappedup

.com

ALL WRAPPED UP, INC.

123 First Aid Rd. Traverse City, MI

55123

800-789-4567

M – F

8:00 a.m. – 5:00 p.m.

allwrappedup.com

Benefits!

Health

Retirement

Vacation

────

Bachelor’s

degree in

Marketing

Required

Experience will

be considered

────

Responsibilitie

s:

Budgeting,

approve

policies/procedures,

manage financial

statements,

organizational

development, and

employee growth

────

Find Your

NOW HIRING!

MARKETING

DIRECTOR

Locally Owned – Globally Connected! All Wrapped Up, Inc., offers plenty of small-town

charm amidst an array of Traverse City’s amenities

including the airport, museums, colleges, shopping

centers, casinos, professional sports, and plenty of tourist

attractions and beautiful northern Michigan scenery.

Jaime Sinutko

Jaime Sinutko: this is LOVELY!!


Budget Proposal

Overall expenses do not exceed revenues with a 15% estimated and projected growth

rate.

Estimated expenses are approximately $618,250 which includes employee expenses and

operating expenses.

Estimated revenues are $711,250 from grants, interest earned, and sales.

Year one profit estimated to be $106,685.

All Wrapped Up, Inc. shows a 15% growth rate in 2017. While 15% is a less than

moderate growth rate, it is a sustainable growth rate that will move a business to double in size

within five years (Nagel, 2017). The projected growth rate for 2018 remains at 15% profit to

resume that overall expenses will not exceed revenues. This projected growth rate will slowly

allow for additional expenses. To be cost-effective, we considered that the proposed budget

shows that the company cannot sustain hourly employees until the third year of business. The

plan is to include one sales associate and at least six line workers paid at an hourly rate and

offered a basic health insurance benefit contingent upon working at least 40 hours per week by

the third year of operation. Meanwhile, the five Department Directors and President will have

full-time salaried positions that include health insurance, retirement with an estimated 5%

company match, and limited earned time-off with one week during year one and two weeks the

second and third year. With the level of education required for these positions, we feel that they

can take on multiple rolls of Managers and Associates for the first two years to allow time for

profit margin growth. The plan is to build product four days a week and execute department

duties one day a week, in addition to at least one hour a day. The President will primarily help

with department duties throughout the week. The hours of operation will be Monday through

Jaime Sinutko

Jaime Sinutko: good thinking


Friday from 8:00 a.m. to 5:00 p.m. Employees will rotate Saturdays to work during the hours of

8:00 a.m. to 2:00 p.m. fulfilling orders and shipping demands. The operating expenses are listed

in detail within the spreadsheet. Since the budget is so tightly structured, smaller economical

advertising packages are the best option. Business insurance, licenses, fees, and taxes are also

important expenses considered. The President will work to secure both state and federal grants

to off-set expenses as part of health and wellness programs. Product sales are a primary source

of revenue and the cost of shipping will be incurred by the customer at present. Quick growth

poses a real challenge to the infrastructure of a company and while it is appealing, it can be

difficult to support increased demands to the point that a business suffocates (Nagel, 2017). The

business framework that All Wrapped Up, Inc. embraces sanctions a slow and systematic growth

that will not only meet objectives, but prove sustainability over time in the first aid kit market.

Position Expenses

Annual Monthly

Health

Insurance

Monthly

Retirement Revenues Annual

President $80000 $8000 $2500 Michigan Grant

$125000

Director of Marketing

$50000 $8000 $1850 Federal Grant $195000

Director of Quality

Assurance

$50000 $8000 $1850 Asset Return

Interest (0.97%

of 100,000)

$970

Director of Operations

$60000 $8000 $2000 Product Sales $390280

Director of Finance

$50000 $8000 $1850

Director of Technology

$60000 $8000 $2000

$350000 $48000 $12050

WAGE TOTALS $410,050 REVENUE

TOTAL

$711,250

Jaime Sinutko

Jaime Sinutko: this is GREAT


Operation Expenses Annual Per Month

Utilities (Internet, Phone,

Electric, Gas, Water,

Cleaning)

$36000 $3000

Rent

$30000 $2500

Business Insurance &

Fees (Licenses, Permits)

$4800 $400

Office Supplies (desks,

chairs, computers, printers,

ink, phones, paper, pens,

staplers, etc.)

$4800 $400

Product

Supply/Inventory (all

supply to build kits)

$120000 $10000

Advertising/Marketing (Professional Journals,

Newspapers)

$10200 $850

Taxes

$2400 $200

OPERATION

TOTAL $208200

TOTAL EXPENSES $618,250 TOTAL

PROFIT $106,685


References

Academy of Marketing Science. (2017). A ranking of marketing journals. Retrieved from

http://www.ams-web.org/?10

American Marketing Association. (2017). Journal of marketing. Retrieved from

https://www.ama.org/publications/JournalOfMarketing/Pages/About.aspx

Bomey, N. (2015, January 4). The 10 hottest jobs in Michigan in 2015. Detroit Free Press.

Retrieved from

http://www.freep.com/story/money/business/michigan/2015/01/04/michigan-hot-

jobs/21235493/

Cohen, S. (2014). Owning your role: Effective leaders know that taking ownership of their job

descriptions means success for their careers. Nursing Management 45(3), 8-9.

Elsevier. (2017). Journal of Retailing. Retrieved from

https://www.journals.elsevier.com/journal-of-retailing

Katzowitz, J. (2015, April 10). Top 5 industries in Michigan: Which parts of the economy are

strongest? Retrieved from http://www.newsmax.com/FastFeatures/industries-michigan-

economy/2015/04/16/id/637632/

Nagel, J. (2017). Five rates to guide your business growth. Retrieved from

http://www.synnovatia.com/business-coaching-blog/bid/141670/five-rates-to-guide-your-

business-growth

Northern Express. (2017). Advertise with the northern express. Retrieved from

https://www.northernexpress.com/advertise/


Record-Eagle. (2017). About us. Retrieved from http://www.record-eagle.com/site/about-us.html

Research and Markets. (2016). Global first aid kit market 2017-2021. Retrieved from

http://www.researchandmarkets.com/research/7pmd4q/global_first_aid

Success Factors. (2017). The incredible power of company-wide goal alignment &

organizational business goals. Retrieved from

https://www.successfactors.com/en_us/lp/articles/corporate-goal-alignment.html

Yoder-Wise, P.S. (2015). Leading and Managing in Nursing (6th ed). St. Louis, MO: Elsevier.

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