A 3-year strategic plan using leading-edge methods

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The client

An important region of a large, global QSR (quick service restaurant) chain wanted to employ a best-practice approach for its strategic plan. 

 

Challenges

  • While there were various tactical plans in existence, the region did not have a unifying strategic plan to align external factors, customer experience (CX), other stakeholders, internal strengths, and functional areas with the mission, vision, and values.

  • Team members were geographically dispersed across 10 different locations and 3 time zones.

  • Three languages needed to be considered.

  • There were varying degrees of experience with strategic planning.

  • Due to the COVID-19 pandemic, we could not meet in person.

Solution

All sessions were conducted virtually (video-conferencing). We used:

  • Professional meeting design principles;

  • Various facilitation techniques and digital engagement tools;

  • Customized strategy frameworks and models; and,

  • Strategic consulting expertise.
     

Our work included the following recommendations:

  • Mission, vision, values, and corporate purpose (the latter to be linked to the "employer brand" and individual purpose for each employee);

  • Big Bold Plays to leverage competitive advantage and foster leap-frogging;

  • COVID-19 situational analysis (with frequent updates), including strategies to weather the pandemic and build for the future;

  • A proposed acquisition strategy (horizontal integration) to capture and solidify industry segment leadership;

  • A quantitative research-based multi-variate market segmentation;

  • Customer journeys: purchase funnel and order-to-eat experience;

  • Stakeholder segmentations with comprehensive HR (human resources) strategies by cohort;

  • Organizational effectiveness strategies using the Baldrige Excellence Framework;

  • Corporate Social Responsibility, with links to the corporate purpose, and highlighting the pivotal role of Supply Chain;

  • Strategic marketing methods: segmentation, targeting, three types of demand, value propositions, differentiation, positioning statement and in-market positioning, brand essence, and customer omni-channel experience;

  • Tactical marketing methods: The 7Ps of the marketing mix to link the strategic marketing elements to the Customers' Experience (CX). The 7Ps of marketing are:

    • Product: core and complementary products/services, product portfolio, and brand (brand identity and brand architecture)​

    • Price: regular, everyday price

    • Promotion (A): the communication mix (PESO: Paid, Earned, Social or Shared, and Owned media)

    • Promotion (B): incentives to encourage a particular consumer behaviour – usually trial, purchase, or loyalty, e.g. coupons, price discounts, freemiums, samples, loyalty programs, etc.

    • Place: the locations where customers can purchase or experience the product 

    • People: the behaviour and expertise of those (usually employees) who deliver the service aspect of the product

    • Processes: the process (procedures, routines, and policies) of receiving a product or service – the customer experience

    • Physical Environment: the environment in which service occurs – the space where customers and service personnel interact

  • Capacity-building strategies for individuals, teams, functional areas, and the region as a whole.
     

Deliverables

The strategic plan consisted of two documents:

  • The main plan: 100 pages of insights, strategies, and tactics.

  • The appendices: 85 pages to foster capacity-building; key strategic concepts and approaches from the main plan were explained.

Results

  • True success was realized when the team declared, "We did it!"

  • The final product surpassed the team's initial expectations.

  • The methods and approaches in the plan were reviewed by the global Executive Leadership Team for adaptation and adoption in other regions.