BUSI 650 Discussion Instructions Discussion: Key Topic: Choose the key topic from the textbook readings that you wish to research and discuss further. Key Topic: Innovativeness 1. Key Concept Explanation: 2. Comparison: 3. Article Summary: 4. Biblical Integration 5. Application: 6. Annotated Bibliography: The thread and replies must be written in current APA format in a substantive manner and must not contain spelling and/or grammar errors. The Thread After you have reserved your key topic, use the Internet to search for at least 5 scholarly resourcess that relate to the topic and have been published within the last 5 years. Academic articles and journals must be reputable and obtained from professional websites that address the content of this course. Popular magazines and online sources such as Wikipedia are not permissible. 1. Key Concept Explanation: Define your key topic by using a source other than the textbook. Give a clear, concise overview of the essential elements relevant to understanding your key topic. In addition, explain why you are interested in this topic (e.g., academic curiosity, application to a current issue related to employment, or any other professional rationale). This section must be at least 100 words. 2. Comparison: Compare your research with what you have studied during the module in which the key topic/thread is assigned. Note differences or commonalities about your key topic, providing evidence that you have extended your understanding of this topic beyond the textbook readings. This is an opportunity for you to cite the additional articles you originally researched. This section must be at least 200 words. 3. Article Summary: In your own words, provide a clear and concise summary of the article you selected. This section must be at least 200 words. 4. Biblical Integration: Include at least 3 appropriate biblical references. Explain the relevance of your key topic to God’s law and how it can be applied in a Christian context. This section must be at least 100 words. 5. Application: Specifically state how your key topic has been applied to real-world businesses or describe the potential your key topic has to influence today’s business world. Your application must possess a professional rationale that demonstrates the significance of your key topic. This section must be at least 100 words. 6. Annotated Bibliography: Cite the articles you researched in current APA format. An annotation must accompany each citation. Each annotation will consist of a descriptive and evaluative paragraph that is at least 100 words. The annotations are designed to help your classmates in their understanding of your topic. In addition, provide a persistent link for each article. Plagiarism will not be tolerated. Review your posts and the Student Expectations prior to submission in order to ensure that your sources are properly cited. If you need any assistance in writing, format, or persistent links, the Liberty Universi ...

1. BUSI 650
Discussion Instructions
Discussion: Key Topic:
Choose the key topic from the textbook readings that you wish
to research and discuss further.
Key Topic: Innovativeness
1. Key Concept Explanation:
2. Comparison:
3. Article Summary:
4. Biblical Integration
5. Application:
6. Annotated Bibliography:
The thread and replies must be written in current APA format in
a substantive manner and must not contain spelling and/or
grammar errors.
The Thread
After you have reserved your key topic, use the Internet to
search for at least 5 scholarly resourcess that relate to the topic
and have been published within the last 5 years. Academic
articles and journals must be reputable and obtained from
professional websites that address the content of this course.
Popular magazines and online sources such as Wikipedia are not
permissible.
1. Key Concept Explanation: Define your key topic by using a
source other than the textbook. Give a clear, concise overview
of the essential elements relevant to understanding your key
topic. In addition, explain why you are interested in this topic
(e.g., academic curiosity, application to a current issue related

2. to employment, or any other professional rationale). This
section must be at least 100 words.
2. Comparison: Compare your research with what you have
studied during the module in which the key topic/thread is
assigned. Note differences or commonalities about your key
topic, providing evidence that you have extended your
understanding of this topic beyond the textbook readings. This
is an opportunity for you to cite the additional articles you
originally researched. This section must be at least 200 words.
3. Article Summary: In your own words, provide a clear and
concise summary of the article you selected. This section must
be at least 200 words.
4. Biblical Integration: Include at least 3 appropriate biblical
references. Explain the relevance of your key topic to God’s law
and how it can be applied in a Christian context. This section
must be at least 100 words.
5. Application: Specifically state how your key topic has been
applied to real-world businesses or describe the potential your
key topic has to influence today’s business world. Your
application must possess a professional rationale that
demonstrates the significance of your key topic. This section
must be at least 100 words.
6. Annotated Bibliography: Cite the articles you researched in
current APA format. An annotation must accompany each
citation. Each annotation will consist of a descriptive and
evaluative paragraph that is at least 100 words. The annotations
are designed to help your classmates in their understanding of
your topic. In addition, provide a persistent link for each
article.
Plagiarism will not be tolerated. Review your posts and the
Student Expectations prior to submission in order to ensure that
your sources are properly cited.
If you need any assistance in writing, format, or persistent

3. links, the Liberty University Online Writing Center will be able
to help you.
Page 1 of 2
Marketing Plan For:
Company X
Have the company’s logo on the title page if possible!!!!!
By:
First and Last Name
(Group members must have both their first and last names like
the above but in alphabetical order by last name)
Marketing 171
Due Date
24
Table of Contents
Executive Summary 5
Company Description 6
Strategic Focus and Plan 7
Mission Statement 8

4. Vision Statement 9
Goals 10
Non-Financial Goals 10
Financial Goals 10
Core Competency (Or Core Competencies) 11
Sustainable Competitive Advantage 12
Business Strategy 13
Situation Analysis 14
SWOT Analysis 14
Internal Strengths and Weaknesses 14
Management 14
Offerings 14
Marketing 14
Personnel 14
Finance 14
Manufacturing 14
Research and Development 14
External Opportunities and Threats 14
Sociocultural 14
Technological 14
Economic 14
Political 14
Competitive 14
Industry Analysis 15
Porter’s Five Forces 15
Bargaining Power of Buyers 15
Bargaining Power of Suppliers 15
Competitive Rivalry 15
Threat of New Entry 15
Threat of Substitution 15
Competitor Analysis 16
Company Analysis 17
Customer Analysis 18
Market-Product Focus 19
Marketing and Product Objectives 19
Target Markets 19

5. Points of Difference 19
Positioning 19
Marketing Program 20
Product Strategy 20
Price Strategy 20
Promotion Strategy 20
Place Strategy 20
Financial Data and Projections 21
Organization 24
Implementation Plan 25
Evaluation and Control 26
Appendix A ??
Appendix B ??
Appendix C ??
Executive Summary
In only two pages, the Executive Summary summarizes the
ENTIRE Marketing Plan! Briefly discuss your new 4Ps.
Financials, and anything else you think would entice the
business to want to read the ENTIRE Marketing Plan. For this
plan, the Executive Summary should be as close to two pages as
possible but not beyond that! While the Marketing Plan’s
Executive Summary is the first thing readers see, it should be
the last part of the Marketing Plan you write.
Company Description
The company description should highlight the history and
successes of the company. Also describe important aspects of
the company.

6. *interview question and research
Strategic Focus and Plan
The Strategic Focus and Plan sets the strategic direction for the
entire organization. Basically, what they should be doing. Since
the Strategic Focus and Plan describes what the company should
be doing, this is where you will tell the reader that the company
is also on the right track since they are getting a Marketing Plan
completed by you and your group (put in more professional
terms). This is where you will refer to your resumes in the
proper Appendix. You include your resumes in the Marketing
Plan for the company to reference. When it is time to create
another five-year Marketing Plan, the company will know who
to contact!
Mission Statement
A mission statement is such an important marketing tool
because it captures the uniqueness of your company and acts as
a base line for quality, service, and your marketing messages.
An effective mission statement must be clear and direct. Think
of a mission statement as a combination of what your company
does and how and why it does it, expressed in a way that
encapsulates the values that are important to you. See the link
below for “How to Write a Mission Statement in 5 Easy Steps”
https://articles.bplans.com/writing-a-mission-statement/

7. *ask the organization if they have a Mission Statement. If the
business allows it, make them a new one
Vision Statement
Your vision statement will help you define the future success
for your business and what your business hopes to become.
Here are some helpful hints for writing a vision statement:
· Make it inspiring. Your vision statement should inspire not
only you but everyone who reads it;
· Make it clear;
· Paint a vivid picture of a bright future for your business;
· Be realistic. Make sure you create a vision that you can
achieve;
· Ask yourself: what do I want to provide my clients? If your
answer is that you want to provide them with knowledge,
understanding, empathy, and community, those will become
your guiding principles.
*ask the organization if they have a Vision Statement. If the
business allows it, make them a new one
Goals
The goals section of a marketing plan sets both non-financial
and financial targets.
Non-Financial Goals
An example of a non-financial goal: “To become known as the
leading restaurant and an employer of choice through-out

8. Alberta.”
Financial Goals
An example of a financial goal (note it is specific and
measurable): “XYZ Inc. will increase sales from $10 million in
2020 to $15 million in 2025.”
*ask the organization what their Non-Financial Goals and their
Financial Goals are. Add some of your own for the company
too
Core Competency (Or Core Competencies)
Core competencies are competitively unique and difficult for
competitors to imitate (if they can or will be able to at all). To
qualify as "core" a competence should be something that other
competitors wish they had within their own business. Because
they are long term and resource intensive not all organizations
possess core competencies. Very small organizations and
organizations that provide standard services that are in high
demand will usually not possess or need core competencies.
Core competencies require continuous improvement and
development. Examples: combination of skills, technologies,
processes, patents, and knowledge or expertise. If they have
any, list the firm’s core competencies. If they don’t, delete this
section.*many individuals get this and Competitive Advantage
mixed up. Your firm may not have a Core Competency. Ask
them if they have one…an example would be patents, secret
knowledge, and/or expertise no one else has. Also see if you
could come up with your own as well
Sustainable Competitive Advantage
A competitive advantage is an advantage over competitors
gained by offering consumers greater value, either by means of
lower prices or by providing greater benefits and service that
justifies higher prices. Examples of competitive advantage are:
price, value, unique service features, notable product attributes,
customer service, and accessibility. Does the firm have a

9. sustainable competitive advantage? If not, what sustainable
competitive advantage do you recommend they pursue?Discuss
the company’s sustainable competitive advantage.
*ask the firm what their Sustainable Competitive Advantage is.
Come up with your own ideas as well
Business Strategy
A business strategy is a strategy that can be adopted by any
firm, regardless of the product or industry involved, to achieve
a competitive advantage. These strategies are:
a. Cost Leadership Strategy-using a serious commitment to
reducing expenses that, in turn, lowers the price of the items
sold in a relatively broad array of market segments.
b. Differentiation Strategy-requires innovation and significant
points of difference in product offerings, brand image, higher
quality, advanced technology, or superior service in a relatively
broad array of market segments. This allows the firm to charge
a premium price.
c. Cost-Focus Strategy-Involves controlling expenses, and, in
turn, lowering prices, in a narrow range of market segments.
d. Differentiation Focus Strategy-Using significant points of
difference in the firm’s offerings to reach one or only a few
market segments.
Which strategy is your firm utilizing? Which strategy do you
suggest they utilize? Make sure your proposed Marketing
Program communicates this strategy to its target market(s)*ask
your firm what their Business Strategy is. Come up with your
own ideas too. Should they adopt a new strategy?

10. Situation Analysis
The essence of the situation analysis is taking stock of where
the firm or product has been recently, where it is now, and
where it is headed. The situation analysis is the first of three
steps in the planning stage.
SWOT Analysis
The SWOT analysis is an effective short-hand summary of the
situation analysis. The acronym is used to describe an
organization’s internal Strengths and Weaknesses and its
external Opportunities and Threats. This analysis provides a
solid foundation as a springboard to identify subsequent actions
in the marketing plan.
An analysis to identify internal strengths and weaknesses
usually includes the consideration of the following areas in an
organization:
Internal Strengths and Weaknesses
Management experience level, management style, size
Offerings uniqueness, quality, price
Marketing type and scope of marketing plan
Personnel quality and experience of workforce
Finance sales revenues
Manufacturing quality and dependability of suppliers
Research and Development plans for continual product
improvement, R & D budget
An analysis to identify external opportunities and threats
usually includes the consideration of the following factors:
External Opportunities and Threats
Sociocultural demographics, size and stability of market,
regional changes in population due to migration, changing

11. ethnic composition of the population, aging of the population,
women in the work force, awareness of health and fitness
issues, and concern for the environment
Technological effect of technology on any facet of the business
Economic current and projected economic situation of market,
interest rates, inflation rates, savings rates, trade deficits,
budget deficits, and exchange rates
Political effect of legal and regulatory factors on any facet of
the business, tax policy changes, environmental protection laws,
extent of regulation/deregulation, and city/town bylaws
Competitive number and size of competitors
The SWOT analysis will be effectively presented in a tabular
format (in a table) preceded by a text discussion that elaborates
on the information in the table.
*ask your firm to outline their SWOT. You will have to give
them the examples listed above for each area. You will also
utilize the skills you acquired from our library in-class
assignment by knowing how to research EXTENSIVELY for a
SWOT. You will add more material to the SWOT
Industry Analysis
The industry analysis section should provide the backdrop for a
more detailed analysis of the competition, the company, and the
customer.What factors will affect the industry now and in the
future? What local, national and international influences will
alter the future of the industry? These are just some questions.
To sustain long-term profitability you must respond
strategically to competition. You need to keep tabs on your
established rivals. But as you scan the competitive arena, you
must also look beyond your direct competitors. In this section,
I should see an abundance of research on the organization’s
industry. For example: what is the company’s estimated size of
its market, how much money was spent in the company’s sector,

12. is its industry growing?
Porter’s Five Forces
By analyzing all five competitive forces, you gain a complete
picture of what's influencing profitability in your industry. You
identify game-changing trends early, so you can swiftly exploit
them. You will also spot ways to work around constraints on
profitability--or even reshape the forces in your favor. An in-
depth analysis will give readers confidence in the company’s
ability to understand its own industry.
Describe Porter’s five forces generic business model in relation
to your firm (include if forces are more or less powerful, and
more or less of a threat). Also describe how you could position
your company where the forces are the weakest and how you
plan on reshaping the forces in your company’s
favour.Bargaining Power of Buyers Bargaining Power of
Suppliers Competitive Rivalry Threat of New Entry Threat of
Substitution
*ask the business their insight on the industry
*you will utilize the databases from the Library from our in-
class assignment to complete the Industry Analysis section.
Competitor Analysis
An effective analysis of the competition should demonstrate
that the company has a realistic understanding of its major
competitors and their marketing strategies. It is essential to
know your competition. By knowing your competition, you will
have a better idea of what portion of the market you may be
able to obtain. You will have guidelines as to how to price your
product and be able to determine market areas which may be
untouched or saturated.
Elaborate on the competitors in this section and provide a
Competitors’ Matrix. See below for a diagram of a Competitors’

13. Matrix. List the business and its competitors’ products and/or
services and any other qualities that are necessary to make a
comparison between the business and its competitors.A text
discussion of the competitors must precede the competitor
matrix. The competitor matrix will include your organization
and its competitors. The matrix will illustrate how your
organization does in comparison to its competitors when
examining important competitive factors such as price, hours of
operation, service, etc. This will help you build on your
strengths and improve your weak points. A competitive matrix
is an analysis tool that helps you establish your company's
competitive advantage. It provides an easy to read portrait of
your competitive landscape and your position in the
marketplace. The matrix is illustrated as a simple table. In the
left column, list the main features and benefits of your product
or service. On the top row, you list your company and the names
of your competitors (bring the reader’s attention to your firm in
the matrix by shading in the column you occupy). Then fill in
the chart with the appropriate information for each company.
For example, if you own a dry cleaning service, you might list
the different services you offer (clothing repairs, quick
turnaround on items such as dry cleaning (will be ready in 24
hours), and the option to have regular clothing washed, dried,
and ironed, etc.). In the matrix and written portion above the
matrix discuss how your competitors succeed and/or fail at
these features.
Your Company
Cleanitizing
Nu-Tone Cleaners
24 Hour
Yes
Clothing Repairs

14. Yes
Regular Washing
Yes
Hours Of Operation
8:00 am – 1:00 am
Cost Per Item
List Each
Laundromat On Site
Yes
*ask your firm and do research. They may be missing some
Company Analysis
Tell the reader what the business is CURRENTLY doing
regarding its 4Ps.
*ask your firm what their CURRENT 4Ps are. Come up with
some that they have missed
Customer Analysis

15. A thorough customer analysis answers the question: “Who are
our customers?” Understanding your customers and what they
want is critical in satisfying them and providing genuine value.
A customer profile must be illustrated and discussed. This
profile must include the demographics of your customers and
other important characteristics. Other important information
includes: the average expenditure per customer, how many
customers does the organization have at the moment, and how
many people pass by the organization on a daily basis (traffic
count on Blackboard)? This analysis concerns your CURRENT
customers.
*you can ask the firm who their Customers are and research this
Market-Product Focus
Marketing and Product Objectives
Setting product objectives and identifying target market
segments significantly increases the chance that a product will
be successful. The objectives and goals should be stated in
measurable terms so that they can be measured during the
program implementation and control phases of the marketing
plan.
Target Markets
Because an organization cannot satisfy the needs of all
consumers, it must concentrate its marketing efforts on the
needs of specific niches or target markets. Who is the
company’s current target market(s)? If you found another target
market, describe the target market(s) you have chosen. Explain
why this particular target market(s) was selected and how the
product or service meets the needs of the target market(s). You
will need to provide evidence of the size of your market(s) by
doing a target market calculation (I will go over in class). Also

16. provide a pie chart.
*ask the business who their target market is. Who else would
they like to have as a target market? Can you also think of
some?
Points of Difference
Points of Difference are those characteristics of a product that
make it superior to competitive substitutes. The greatest single
factor in a new product’s failure is the lack of significant points
of difference.
*ask the business what are their points of difference are. Also
can you think of any?
Positioning
A product’s unique points of difference are communicated by
way of a positioning strategy. Where is the organization (or its
products and/or services) in the consumer’s mind relative to
competing products (the competitors in your Competitor
Matrix)? In order to be successful, where should the company
be? How can the firm achieve this? Use a diagram to illustrate
the positioning strategy. If there is not enough room on the
positioning chart to show your current position AND where you
need to be repositioned, make a second positioning chart to
show where you will be repositioned.
*ask the business about their position. Is it high quality, safety?
Can you think of any other positions?
Marketing Program

17. Everything that has gone before in the marketing plan sets the
stage for the Marketing Mix actions---the 4Ps----covered in the
Marketing Plan. Product, price, promotion, and place
(distribution) strategies are all detailed in the Marketing
Program section of the plan. Do NOT tell the reader what the
business is CURRENTLY doing in regards to its 4Ps, you would
have done that under “Company Analysis.” In this section, I
should see an abundance of new ideas (especially under
Promotion) for the organization. All of your ideas MUST
MAKE SENSE. For example, if you are targeting senior
citizens, should you advertise on Rock 105.3? Remember to
communicate your business strategy (i.e. Wal-Mart uses a Cost-
Leadership strategy which it communicates repeatedly “Save
Money. Live Better”). In this section you will list your ideas,
which will include any of the examples listed beside each
strategy. You will provide a full description of each of the
marketing strategies.
Product Strategy Features, brand name, brand image,
packaging, service, warranty
Price Strategy Discounts, allowances, credit terms, payment
period, list price (demand-oriented, cost-oriented, profit-
oriented, and competition-oriented approaches (i.e. prestige,
price-lining, odd-even, target, standard mark-up, cost-plus,
bundle, yield-management, skimming, penetration, flexible,
customary, above-, at-, or below-market, loss-leader pricing,
and one price policy)
Promotion Strategy Advertising, personal selling, direct
marketing, sales promotion (coupons, sweepstakes, patronage
rewards, point-of-purchase displays, premiums, price
packs/cents-off deals, contests, free samples, prizes, special
price offers and rebates, demonstrations, exhibitions, trade

18. shows, giveaways’ (pens, calendars, etc.), and public relations
(special events, celebrity visits, fashion shows, special sales
events, etc.), word of mouth marketing (buzz), viral marketing,
and social media (electronic) *I require that all groups use as
much social media as possible, especially if it is free
Place Strategy Outlets, distribution channels, geographical
coverage, transportation, electronic distribution, and stock level
*this is where I should see YOUR ideas! Especially an
abundance under Promotion! Find as much free strategies as
you can and implement over the 5 years.
*FYI: The Medicine Hat Cubs get free promotions from the
Medicine Hat News, and my 96.1.
Financial Data and Projections
All the marketing mix decisions covered in the Marketing
Program have an effect on both revenue and expenses. A key
indicator of what future sales will be is to examine past sales.
Therefore, in this section of the Marketing Plan both past and
projected financial data is included. Under this heading, you
must discuss all important aspects of the financial data. The
financial spreadsheet(s) will be in the appendix (unless you can
fit the spreadsheet in this section below). When completing the
Financial Data and Projections, start with the previous year’s
financials, and then show what you think the firm will making
for the next five years. Under “Expenses” “Promotional
Expenses” will have its own heading and under this will be a
list of the many promotional strategies implemented in the five
years of your Marketing Plan. Also, a breakeven analysis is
required. The breakeven year must be discussed in this section.
Lastly, analyze your industry using your NAICS code. The files
are labeled Financials If Your Company Did Not Provide Them

19. and Financials If Your Company Provided Them to analyze with
the NAICS code.
*Criteria/Assumptions for the Medicine Hat Cubs
· First year $1000 allocated to the 4 P’s
· Increase every year until you are spending $3000 on the 4
P’s.in Year 5 ($500 increase every year until Year 5)
· You are going to assume your strategies in year 1 are effective
so you will increase your Total Income by 3% every year until
year 5. You will also increase your Expenses by 0.5% until year
5. Usually, when your Total Income increases, so do Expenses
· You WILL be phoning, emailing, etc. basically contacting
REAL companies to find out ACTUAL prices of the 4P’s
· Remember to APA each contact as a Personal Communication.
Ask the contact for their first initial, and last name. Also note
the date of the communication
· Also provide a column chart with Sales vs Expenses vs Net
Income
·
Previous Year Year One Year Two Etc…
Total Income $168,882.02 ?
? ?
Expenses $173,037.47 ?
? ?
Promotional Expenses
Instagram Free Free Free
Examples
Twitter Free
Free Free

20. Medicine Hat News Free
Free Free
My 96.1 Free
Free Free
Facebook ?
Home and Trade Show ?
Etc. ?
Etc. ?
Total Expenses $173,037.47 ?
? ?
Profit-$4,155.45 ? ? ?
*FYI: The Medicine Hat Cubs get free promotions from the
Medicine Hat News, and My96.1
Organization
A marketing program needs a marketing organization to
implement it. This space is reserved to inform the reader of the
company’s organization. This section of the Marketing Plan
must include an organizational chart with both current and
projected positions represented (if beneficial and feasible for
the organization). If the chart is too large, it must go in the
appendix. For example:
**Due to privacy laws, your organization may not be allowed to

21. disclose the first and last name(s) of each individual employed
or anyone else who operates in any capacity in their
organization. In this case, you can label each position but not
include any first and last names.
*Ask your firm who makes up their organization. Another
Organizational Chart may have to be created if you are hiring
more individuals for when after your ideas are implemented.
Your Organizational Chart may not change. If not, specify this
in your Marketing Plan but do not illustrate the Organizational
Chart twice.
Implementation Plan
The implementation plan shows how a company will turn plans
into results. To implement a marketing program successfully,
hundreds of detailed decisions are often required. These
marketing tactics are detailed operational decisions essential to
the overall success of marketing strategies. Unlike marketing
strategies, marketing tactics involve actions that must be taken
immediately.
Describe, in full detail, each of the marketing strategies you
plan on implementing over the five years. For each strategy,
describe what has to be performed and in what year. In general,
this section must align to each of the 4Ps that were created
under “Marketing Program.” I should not see anything new in
regards to the 4Ps under this section.
*How will you implement the 4Ps? Break it up into five years
and detail below.
Evaluation and Control
This section involves a description of the various techniques
one could utilize in order to see if the Marketing Program was
successful after its implementation. In order to see if the

22. strategies were successful, the marketing manager must do a
comparison between projected results against actual results. The
difference between projected and actual results is known as a
deviation. They then must act to correct the negative and
exploit the positive deviations.
Did your firm achieve its non-financial and financial goals?
Since you will no longer be available to aid the firm, this
section gives the firm some advice on how to do a proper
evaluation. Mention how:
· If one of your non-financial goals was to increase customer
awareness, you could mention that surveys would be distributed
at the end of year one asking individuals “how did you hear
about us?” If the firm receives surveys back with all the
methods of promotion you recommended to them, then you are
on the right track! Or, another way to see if an advertisement
worked is having a coupon that must be shown to the cashier in
order to receive a discount;
· Surveys to measure employee satisfaction (something as
trivial as an anonymous employee suggestion box);
· Surveys to determine customer satisfaction;
· For financial goals, explain how financial statements must be
prepared and compared to financial goals:
· compare yearly financial statements
· increase in net income
· sales analysis
· increase in market share
· ratio analysis
Tell the firm that if there is a positive deviation, for example, if
performance is greater than expected, the business should
attempt to uncover the reasons and act to exploit them. You are
also going to give the firm some suggestions to execute if their
goals are not being realized. If they experience a negative

23. deviation they should try to correct it. In this section, tell your
firm that if any negative deviations are experienced i s it
probably due some uncontrollable force in their industry. For
example, there might be a water shortage and if your business
was a car wash, then most likely people would not be washing
their cars as much, which causes the firm not to realize their
financial goal of having an increase in net income of 10% after
year five. Lastly, it is fine if you tell the firm that some of the
non-financial and financial goals were not realized due to being
over-optimistic.
*read the above
Appendix A
Appendix B
Appendix C
Rick Robinson
CEO
Lorne Jeal
Marketing Manager
Dillion Bastel
Operations Supervisor
Carolyn Main
Financial Supervisor

24. Tara Williams
Financial Manager
Miranda Davies
Operations Manager
Adrienne Lattery
Marketing Supervisor