Running Head THE DIGITAL ADVANTAGETHE DIGITAL ADVANTAGE .docx

Running Head: THE DIGITAL ADVANTAGE
THE DIGITAL ADVANTAGE
8
Strategic Digital Marketing and its Transformation Management
[Name of Institution]
[Name of Writer]
Strategic Digital Marketing and its Transformation Management
Introduction
In the modern and advanced era of globalization and
technology, the competition is increasing at a higher rate. This
is because of the latest technologies and digitalization of
businesses and services related to every industry. However, the
world has realized the power of technology and digitalization. It
can be also added that those countries can get full advantage of
the technology that had admired and implemented digital
technology in every possible sector. Also, digital technology
can uplift businesses and the vast majority of the citizens of any
country who are embracing digital technology.
Moreover, businesses in which digital technology is involved
are regarded as the digital leaders of the industry. It is because
that digital leader can outperform than peers and can achieve

remarkable benefits in terms of profit, growth, product
development and market valuation. Up till now, it is realized
that digital technology is the core that can drive appreciable
growth and transformation. In this regard, this research paper is
proposed to analyze the deepening of the digital framework in
the real market.
In order to become powerful and stable in the strategic business
one should adopt the latest and modern technology, so that
success can be achieved in a competitive market. Furthermore,
Burberry's case for its strategic Digital marketing and
transformation management is discussed. In addition to this, the
comparison between Gucci and Burberry's campaign is also
highlighted. However, this report is proof that to become a
leader of industry one must be a digital leader first.
Reflections about Burberry’s Case
The Burberry's case discussed in the paper named "The Digital
Advantage" reveals that before the joining of Angela Ahrendts
as CEO the company was underperforming in 2006. However,
Burberry was not found competitive against its peers in the
industry these days. Eventually, by embracing the digital
technology the Burberry has covered a distance towards the
digital leader. It is revealed by Angela Ahrendts that this
transformation is fruitful for their organization whereas it had
also enabled them to perform better against the peers of the
market. However, the management of Burberry is satisfied by
this transformation and had future reforms regarding the
implementation of digital leadership.
It is also analyzed that strategic digital marketing and its
management have transformed an aged British icon into the
global luxury brand. It is also revealed in the paper provided
that the global revenue of the Burberry is increased enormously
after the adoption of digital technology. Whereas, trying to
become a digital leader is much more than the adoption of
digital technology because with respect to business and market

proper management and transformation strategy is required.
Burberry has perfectly transformed the historic brand into a
shareable digital experience. The company has adopted digital
transformation rather than expanding in the different
territories.it has achieved online success through innovation in
social sharing and services that has affected positively both the
company and customers as well.
Digital Marketing Initiatives and Transformation Management
The digital transformation is proved to be the blessings for
many brands and companies because it opens the door of
opportunities and growth. In order to get the most of digital
technology certain initiatives are taken, that can help while the
transformation into the digital leader (Berman, 2012). However,
the digital leader is one who takes initiatives to acquire the
highest levels of scale, innovation, accuracy, efficiency, and
profit in a competitive market by the use of data and
technology. Similarly, these sorts of initiatives are taken by
Burberry and Gucci as well. Moreover, it is not easy for
everyone to become a global icon. It takes a lot of struggle,
initiatives and management policies
Transformation Management in the Burberry’s and Gucci
corporate culture has gone through similar challenges and
initiatives (Dubois, 2017). The main thing which is analyzed is
that transformations are not always warmly welcomed. Because
a single change in any company can affect all the employees
and policies of the company. However, the overall culture of the
company such as long and temporary strategies, processes,
services and tools that are used before all are varied according
to the transformation. However, reputation acquisition and
digital transformation require management which is supported
by designing the appropriate strategies and policies that can fit
at the global level with respect to the technical resources,
direction, sharing and collaboration ( Michelman, 2019). No,
any transformation is beneficial if it is not admired by the
consumers and supporters but as digital transformation is

admired by consumers so it turns the culture of the company
into stronger and profitable than before, as it is noticed in the
case of Burberry.
Besides the organizational culture, channel management is also
important for successful transformation. The channel
management strategy defines how all the channels of digital
marketing can be controlled and updated. However, it is also
revealed in the existing articles studied for the research that
Gucci and Burberry have changed their marketing channels and
strategies in order to become the digital leaders of the market. It
can be added that channel selection and management is easier
than relocating and expanding the businesses as it is seen in the
case of Burberry. Subsequently, an important goal in the digital
transformation is customer retention, satisfaction and ease of
the customer and management team as well.
The next initiative that is needed to manage is the adoption
of appropriate technology along with channel management. A
digital leader selects the easiest way to relate to digital
technology that can suit consumers like social media selection
for marketing and product delivery. Thus, it can be added that
customer engagement and internal operations are needed to
manage first under the leadership qualities which can benefit
the company by enabling a competitive environment (Mazzoli et
al., 2019). The above elaboration is made by analyzing the
existing literature such as reviews, articles, and reports related
to the global icons who had adopted digital technology in their
businesses.
Digital Matrix
Burberry
The review of articles and interviews reveals that the Burberry
holds a strong social strategy that is designed to reach out to the
interested and active audience of the world. However, Burberry
has expanded its outlets in the busiest areas of the world.
Additionally, the social media campaign is also stronger and is
widely known in digital space including Twitter, Facebook,

Instagram, Burberry.com and many others. Their social media
services like Facebook live streaming and art campaigns are
also appreciable while these things have a role behind the
transformation (Dubois, 2017).
Today, Burberry is added to one of the most innovative
digital brands around the globe. Additionally, it is also declared
as the most famous brand of the present world on social media.
The supporters and likers across the social media and websites
are in the range more than millions. In addition to this, recently
Burberry is regarded as the global icon; it was also regarded as
a 4th fastest growing brand around the world in 20011. It is also
known as the luxury brand on the Interbrand's index. It has gone
through the historic transformation and is now the most
illustrious brand which produces a large variety of products.
The company’s revenue is increased at a higher level after
transformation and has transformed from 730 million pounds
(2006) to 3000 million pounds in recent days. By the data above
the position of the Burberry can be analyzed in today’s
competitive market.
Gucci
The Gucci's success as the digital leader is no secret as it is the
most competitive brand against the Burberry. The Gucci is also
famous because of embracing the digital transformation and
success in this era. However, Gucci is often cited as the
blockbuster success story because of the revamped digital
strategy. In addition to this, it is also considered as the top of
the luxury brands because it had the highest digital IQ store. It
is an Italian brand that firstly invested in top-tier site
functionality and launched a robust shopping experience. This
was done by robust navigation and search along with pleasing
product pages.
Moreover, to keep customers satisfied Gucci has designed a
Facebook integrated chatbot. The latest technological tools and
campaigns including augmented reality and virtual reality
installations through which customers can get attracted and part

of the campaign. Moreover, the use of digital technology along
with the best policies and strategies are used in the company.
As collaborations are also created with famous artists so that
the best memes and advertisements can be launched. The
millionaire and rich audiences are targeted by providing classy
and demandable products.
In consequence, prudent digital strategy and management
have roared the success for many years. Moreover, the Gucci
has remained the most visible icon across the e-tailers. Besides
this, Gucci is also known as the highest searched fashion brand
on Google. It is mostly rated and found in hashtag mentions the
various digital channels. It is further analyzed that the products
of Gucci are selling more than before nowadays. Moreover, a
48.3% increase in sales is recorded last year (Dubois, 2017).
Comparison between Gucci and Burberry
After the detailed individual study about both brands, it is
analyzed, that these both brands are the competitive icons while
both are admired around the globe. Moreover, Burberry and
Gucci have gone through the digital transformation and have
managed their reputation and fame by embracing digital
technology along with the management strategies and policies.
However, both brands are generating higher revenue after
digital transformation. Additionally, different types of
audiences admire and rate them over social media websites.
In another perspective, it is analyzed that Burberry is
competing to the Gucci in terms of luxury and durability
(Berman, 2012). While Gucci is trying to defend the classical
luxurious products so that Burberry cannot overcome Gucci’s
targeted audience. Moreover, Burberry has also gone the several
strategic and corporate level issues but its stability in these is
an alarming sign for the Gucci. While comparing both products
in terms of similarities it can be added that both are competing
for becoming the same icon in the industry.
Moreover, the business and marketing strategies of both
Gucci and Burberry are somehow varying. This can be

explained as the Burberry is expanding digitally while opening
outlets and stores. However, Burberry seems to be more active
in digital marketing and expansion. On the contrary, it is also
analyzed that Gucci is still trying to expand by opening larger
stores and outlets. However, Gucci is active in digital marketing
against to the other peers of the industry, except Burberry.
The revenue reports and graphs had revealed that both are
reaching the highs of success and stability. Gucci and Burberry
are now added in the fashion icons globally. Another difference
that is analyzed is the difference in the targeted audience.
Burberry often targets youngsters by producing demanding and
most selling products. After the changing in the designers
Burberry has surpassed various other top-selling brands. Gucci
50 % revenue generally comes from millionaire customers as
Gucci is continuously maintaining the classy products of all
types.
It is also analyzed that products even produced by
Burberry is of low price and good quality but still Burberry is
required to adopt more appropriate policies in terms of product
quality, price, and trends. So far digital transformation achieved
by Burberry in this competitive industry is appreciable. Many
best policies and management's skills can upgrade and maintain
the class and demand for Burberry. However, Gucci is more
stable in the industry that is why none is still able to surpass
Gucci besides the embracing of digital technology (Catlin et al.,
2015).
All the above research has determined that the adoption of
digital technology can resolve the world especially the way of
doing business. Moreover, the benefits that are achieved by
these brands are directions for other businesses as well. The
blessings of digital technology are worthy and fruitful because
digital technology can foster and turn an unstable business into
a stable and iconic brand. But these benefits are only possible if
the best strategically means and transformation management is
adopted.
References

Berman, S. J. (2012). Digital transformation: opportunities to
create new business models. Strategy & Leadership, 40(2), 16-
24.
Catlin, T., Scanlan, J., & Willmott, P. (2015). Raising your
digital quotient. McKinsey Quarterly, 1, 1-14.
Dubois, D. (2017). Digital and Social Strategies for Luxury
Brands. In Luxusmarkenmanagement (pp. 327-337). Springer
Gabler, Wiesbaden.
Mazzoli, V., Grazzini, L., Donvito, R., & Aiello, G. (2019).
Luxury and Twitter: an issue of the right words. Qualitative
Market Research: An International Journal, 22(1), 33-49.
Michelman, P. (Ed.). (2019). Who Wins in a Digital World?:
Strategies to Make Your Organization Fit for the Future. Digital
Future of Management.
Westerman, G., Tannou, M., Bonnet, D., Ferraris, P., &
McAfee, A. (2012). The Digital Advantage: How digital leaders
outperform their peers in every industry. MITSloan
Management and Capgemini Consulting, MA, 2, 2-23.
Running Head: MARKETING PLAN AND SALES STRATEGY
1
MARKETING PLAN AND SALES STRATEGY 2
ABSTRACT
In this research, we will look at the target market of Madrid
Courtesy Company in large, that is, some of the cultures in
Madrid city and some of the functions of our Non-Alcoholic
Beverages. In addition, there are diverse aspects which define
us; future, freedom, feelings, functions and finances. There are
diverse aspects of marketing where skilled personnel will be
employed to manage these online accounts. We will also look at
the already established competitors who include Coke and Pepsi
which have been in the limelight in producing nonalcoholic
drinks globally with a share market of 35% and 26%

respectively in the town.
Marketing Plan and Sales Strategy
Company’s Target Market
A target market symbolizes a group of potential clients to whom
a given company wishes to sell its services and products to. The
group similarly consists of detailed clienteles to which an
organization directs its efforts in marketing. The target market
of Madrid Courtesy Company is a single part of the entire
market for the goods we offer. There are around 3.3 Million
people who live in Madrid; and the whole metropolitan
population amounting to 6.5 million. As the geographic center
and capital of Spain, Madrid is a rather lively city which has
intense intellectual, artistic, and cultural activities.
Madrid courtesy Company beverages offer high-end quality
products that distinguish itself for the freshness, tropical taste,
nutritional value, and energy booster properties that each juice
bottle provides. This is because of its diverse culture. Many
different cultures live in the city; including the Hispanics,
Whites, African Americans, Asians and many others. These are
cultures who are appreciating the quality of healthy drinks and
foods. The fact that the company will be able to produce drinks
that are free of preservatives and sugars will make it
appreciated by many since these inclusions are of ill health to
the consumers. The city is full of educated individuals who
understand the meaning of a healthy living and would much

appreciate drinks of this kind (Haider, et.al, 2019).
The youth age is also a major target for the market since they
know the meaning of better and healthier drinks and food
choices. They make up a better portion of the total population
of the town which is about 78.2 % of the total population. This
is the age bracket of (10-54) years. They are the future leaders
of the town’s economy and are therefore able to influence the
food and drink choices of the general population. Since the
drinks also have energizing content, it can be used for fitness
purposes. Therefore individuals who go for fitness exercise will
be a major target market. These will include almost all age
groups of the town’s population ranging from the old to the
youths. Fitness companies will, therefore, be able to buy the
drinks in bulk to make access easier for their customers in the
places they will be working out. The drinks will also be able to
provide healthy experience to people that have not been able to
drink natural energy booster drinks at any time they desire
(Baker, 2014).
Message to Convey to Clients
For the target market of Madrid Courtesy Company, there are
diverse aspects which define us; future, freedom, feelings,
functions and finances. Our products have several positive
functions that consist of a refreshing feeling that the consumer
gets from drinking our product. The beverages are available in
numerous flavors, at a cheap price when looking at the finances
and looking in the future, we endeavor to add flavors. These
flavors give our customers the freedom needed to enlighten
their day, perform diverse functions due to the energy boost as
well as make them feel relaxed.
Marketing Vehicles
To popularize the business to its intended customers, the
business will use various marketing vehicles to acquire them.
These will include both online techniques such as social media
as well as getting into physical contact with the customers
through the following methods; sponsoring events, exhibiting at
trade shows attended by retailers, and so on. Since the world is

also advancing technologically, the business will major mostly
on the social media part (Boso, Cadogan & Story, 2015). Most
of the people have access to social media be it Facebook or
Twitter, Instagram or even YouTube. We will have accounts on
these sites where we will be marketing our products. We will
also create pages where customers will like them to get our
daily feeds. Ads will also be used on these sites so that when
one enters the sites, they will find our ads advertising about our
products. Therefore, skilled personnel will be employed to
manage these online accounts and website.
Company’s Market Competition
Here, a competitor is any entity or person who is a rival against
the company. In this business, a company which is in a similar
industry as Madrid Courtesy Company is the competition.
Madrid Courtesy Company has several competitors in the
market. This is one of the biggest risks it will encounter since
drinks have been produced by major companies such as Coke
and Pepsi and many other companies will be emerging from
time to time due to the high demand in the market. The
competitors of the company can be divided into two major
groups. These are already established competitors and new entry
competitors. The already established competitors include Coke
and Pepsi which have been in the limelight in producing
nonalcoholic drinks globally with a market share of 35% and
26% respectively in the town. Another established competitor is
also Red Bull which is well-known for its production of energy
drinks. These companies have grown their roots to capture their
customers globally. To rise to their level, the business will have
to major on its production of good quality drinks and also use
well-established marketing techniques which can aid in
popularizing the products with the intended customers.
Emerging competitors will also be handled by sticking to the
plan of quality production. To attract more customers, we will
also reduce our price. People tend to opt for a cheaper product,
and this will be an added advantage for us. The relative price
for drinks ranges from $4.95 to $7.00 (Berger, 2014) while our

price will be ranging from $2.79 to 2.99 for 8oz bottle
depending on the sales location.
References
Baker, M. J. (2014). Marketing strategy and management.
Palgrave Macmillan.
Berger, R. (2014). Sales excellence opens up new revenue and
profit potential and wards off commoditization| Operations
Strategy| Functional know-how| Expertise| Roland Berger.
Baker, M. J. (2014). Marketing strategy and management.
Palgrave Macmillan.
Boso, N., Cadogan, J. W., & Story, V. M. (2015). Do
Coordination Flexibility and Market Orientation Leverage
Entrepreneurial Strategy to Predict Export Sales Performance?
In The Sustainable Global Marketplace (pp. 125-125). Springer
International Publishing.
Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.
A., & Sarwar, M. B. (2019). Marketing Management.
Running Head: MADRID COURTESY COMPANY 1
MADRID COURTESY COMPANY 2
Abstract
In this paper, we will look at a startup Non-Alcoholic Beverage
company whose aim would be the creation and distribution of
these beverages to the clients in the city of Madrid. In addition,
these products would be beneficial to the health of individuals
as well as facilitate the growth of Madrid Courtesy Company,
that is, the name of the company. We will also look at the
SWOT, that is, the analysis on the strengths, weaknesses,
opportunities and threats of the company. We will discuss the
diverse strategies used to make this company fast growing and
better in its field. Lastly, we will look into the target market of
the company.

Madrid Courtesy Company
Part One
Madrid Courtesy Company is a NAB that is a Non Alcoholic
Beverage Company headquartered in Madrid. I have chosen this
name because of the term Madrid which not only signifies a lot
when it comes to one of my favorite football teams, that is, Real
Madrid, but also the drinks here are real and rather gallantry.
Part Two
Being a startup organization, Madrid Courtesy Company is not
yet in operation. Some of these ingredients, concentrated lemon
juice, for instance, acts not only as a detoxifying but also as
digestive agents (Ichimura, et.al, 2017). These ingredients also
aid in facilitating cleaning of the liver hence improving our
health. Potassium preservatives have also been used for over
five decades now. In addition, we keep striving to get known
regionally to facilitate the interest of families and individuals
and help them select options with hale and beverages.
Being a startup company, we have started with waters with
different flavors. These include:
1. Peach Fizz
1. Crisp Apple
According to the mission statement, we take all our customers
into consideration and all constructive criticism positively and
adjust where necessary. For instance, there has been a very high

demand for different flavors. We are working on these for
future references and to grow our company.
Part Three
In addition, flavored water is in many times promoted to be a
healthier alternative to different kinds of sodas. We offer these
two types of flavored water to high end clients, especially
tourists who go around the city viewing diverse sceneries.
According to research, the market for waters, especially in
Madrid is anticipated to augment in a speed of around 10 % to
15 % in the next half a decade (Krishnan, et.al, 2014).
The concepts or rather reasons of selecting the water company
are quite simple.
i. It is healthy
Drinking water is healthy and beneficial for one’s health. It is
advisable by the doctors and also helps the functioning of most
of our body processes.
ii. It regulates the temperatures in the body.
iii. It cushions the spinal cord, the brain as well as diverse
sensitive areas.
iv. It helps in flushing body waste.
Part Four
From the context, the main strategic stance which I have chosen
focuses mainly upon selections and options that have been
specialized by individuals. The mission statement is, “to
provide pure, healthy waters and enhanced waters at an
affordable cost to any customer at any level. We express
attention to excellence in customer service by providing quick
and effective solutions while providing our customers with the
highest quality products.”
Madrid Courtesy Company aims at offering healthy drinks to
clientele in the state of Illinois in the future, internationally.
The approach the company intends on using to distinguish
ourselves from others include:
i. Our Target Market.
ii. Our Mission Statement.

Part Five
A distribution channel is a mode of transportation which Madrid
Courtesy Company would use to transport and deal with their
products. In this case, the channel would be directly to the
consumers. Being a startup company, there are not many
channels to be used except the most basic. In addition, diverse
companies such as Salihiya and Fed Ex are essential in
facilitating shipping responsibilities to our customers and
facilitate that they get to them while fresh and in the most
favorable temperatures (Global Industry Analysts, 2015).
Lastly, we have been developing an online website which would
be used by clients to order the beverages online and have them
delivered.
Part Six
In this era, diverse individuals have clearly begun embracing
eating practices and lifestyles which have been seen to pose
risks to their health. This development in behavior is amplified
by aspects such as traditions, family as well as culture. For
instance, in the United States of America, Dietary
recommendations have been reported to be broadcasted for
several decades.
The three kinds of risks which the business has been facing are
the competitive, regulatory and product risks. When thinking
about product risks, aspects such as the water bottles could go
bad, that is, they are prone to damage by climate. Secondly,
regulatory risks include the states Dietary recommendation by
food associations which could prove to be damaging to the
making of water. Lastly on competitive risk, this is obvious that
there are numerous competitive companies which would include
convincing clients the reasons as to why they should select
Madrid Courtesy Company as opposed to other companies.
Part Seven
Diverse weaknesses, strengths, opportunities as well as
threats to passage for a restorative business are not
extraordinary. There is not a significant measure of wealth
needed to get into the marketplace. Nor is there the requirement

for frugalities of balance for new contestants, except they might
want to make and create the corrective items themselves. There
are no administrative arrangements which limit the quantity of
beautifying agents’ merchants in the market (Albers, et.al,
2016).
Strengths
i. Acknowledgement of new items by buyers of Madrid Courtesy
Company products.
ii. Hydration purposes of Madrid Courtesy Company products.
Weaknesses
i. Competition with established companies.
ii. Increase in capital.
Opportunities
i. Open Market
ii. Extension of Product Lines of Madrid Courtesy Company
products.
Threats
i. Change of climate in the area.
References
Albers, S., Wohlgezogen, F., & Zajac, E. J. (2016). Strategic
alliance structures: An organization design perspective. Journal
of Management, 42(3), 582-614.
Ichimura, A., Miyao, Y., & Senga, Y. (2017). U.S. Patent
Application No. 15/536,372.
Krishnan, K., Nandy, D. K., & Puri, M. (2014). Does financing
spur small business productivity? Evidence from a natural
experiment. The Review of Financial Studies, 28(6), 1768-1809.
Running Head: BUSINESS PLAN FINANCIALS 1
BUSINESS PLAN FINANCIALS
2

Business Plan Financials
Overview
Madrid courtesy Company offers two main line of products to
the customers including still and sparkling beverages like
waters and Enhanced waters – Juice drinks
Sales Projections
The sales projections are divided into two sections covering the
two product lines: Product line 1- still and sparkling beverages
2- Enhanced waters. It is expected that the company will sell
250,000 units of still and sparkling beverages and 160,000 units
of Enhanced waters in July 2019, a total of 410,000 units. The
sales are expected to grow at 3% and 4% for dairy products and
fresh juices respectively. The average price is set at $4 per unit
of yoghurt and milkshake and $6 per unit of freshly blended
juice.
For both products, 30% of the sales will be achieved
through the use of agents. The agency commission is projected
at 8% and 10% for dairy products and fresh juices respectively.
After sales, the company expects 4% of dairy products and 5%
of fresh juices to be returned by the customers. The cost of sales
is estimated at 40% and 46% for product line 1 and 2
respectively and remains so month to month across the
projection period. The cost of sales and gross profit is expected
to grow in proportion to the growth in gross sales.
Capital Expenditure
Madrid Courtesy Company plans to acquire various capital
expenditure items. Firstly, the company plans to acquire a
processing and packaging plant as well as storage facilities at a
cost of $210,000. The factory plant’s useful life is estimated at
10 years after which the plant will have a scrap value of
$40,000. Secondly, the company plans to install processing and
packaging machinery at a cost of $450,000. The machinery has
a useful life of 10 years with no salvage value.
Thirdly, the company plans to acquire 10 delivery vehicles
at a cost of $800 each. The useful life of all vehicles is 7 years.
Fourthly, the company plans to acquire land at a cost of

$300,000.
Staff Budget
The Staff budget is based on the company’s staffing needs in
terms of management personnel, administrative support, sales
and marketing, operations and production and part-time
employees. The company requires 3 management personnel at
an average salary of $8,000 each per month and 6 administrative
support staff at a cost of $1,800 each per month. Being a start-
up, the company requires 30 operations staff at a cost of $700
each per month and a sales team of 60 employees hired at a cost
of $600 per month. Depending on the production,
administration, and sales functions needs, the company plans to
hire 20 employees on a part-time basis at a cost of $2.50 each
per hour.
The total number of required employees adds up to 119
full-time employees and 20 part-time employees. The expected
monthly payroll expense amounts to $179,397 salaries and
wages, employee benefits and payroll taxes inclusive.
Professional Fees
Professional fees budget consists of four items: $25,000
legal/attorney’s fees, $45,000 accountants’ fees,
$50,000management consultants, $30,000 industry specialists
and $33,000 technology consultants’ fees. The costs are
estimated as one-off annual costs and are expected to remain
uniform during the projection period.
Sources of Financing
The company’s major source of financing is a long-term
loan from Bank of America and capital invested by the
shareholders. The value of the long-term loan is $5 million at an
interest rate of 2% per annum. The repayment period negotiated
is a maximum of 60 months with an option for early redemption.
The total capital contributed by the shareholders amounts to
$1.52 million as at July 2019.

Break-even Analysis
Break-even point refers to the revenue level sufficient to
cover all company expenses. In order to break even, the
company needs to meet a monthly average revenue target of
$477,209 and $507,431 for year 1 and year 2 respectively. The
break-even points quarterly average amounts to $1.6 million and
$1.7 million for year 3 and year 4. The annual average for year
5 amounts to $7.4 million.
Financial Ratios
The company records a current ratio of averages at 3.44
while the quick ratio average is 3.20. The cash turnover
ratio averages above 1.10. Debt to equity ratio declines
progressively from 1.71 to 0.41 as the company settles the long-
term loan. Return on investment averages at 55% while return
on assets and sales averages at 50% and 39% respectively.
Running Head: OPERATIONS, TECHNOLOGY AND
MANAGEMENT PLAN 1
OPERATIONS, TECHNOLOGYAND MANAGEMENT PLAN
9
Operations Plan
First, it is clear that for operations to be a success in Madrid
Courtesy Company, both development and research will help in
improving our beverages. To improve this aspect, we should
keep searching for products to improve this and ensure that
there is a continued supply of the same (Beach, 2017).
In inventory control, by the division of $ 400, 000 COGS, that
is, Cost of goods sold, by the average inventory worth $40,000,
a turnover rate of around 40 gets calculated on selling around
over 40 times throughout the year, despite the fact that reality is
a mixture of items selling fast while others are sitting on the
shelf. On distribution, we have vehicles set in place that will
facilitate the distribution of the beverages at Madrid Courtesy
Company. We plan on facilitating this by increasing promotions

in the city so that the products will be readily available to the
clients.
Sooner or later, the aspect of the way these operations get
carried out in Madrid Courtesy Company is dependent upon the
nature of the products we have, for instance, on wholesale,
industrialization as well as retail. In addition, our business will
be run at our main plant facility. This will be used for not only
manufacturing but also trading our beverages. The products will
be produced by collecting ingredients such as peach that will be
essential in making this company a success (Hitt, et.al, 2017).
LIST OF EQUIPMENT
Particulars
Amount ($)
Bottle Caps
81,000
cartons
28,500
Ingredients
190,500
Labels
100,000
TOTAL
400,000
The table above gives a list of all the equipment which is
needed in making our beverages. In addition, the table also
estimates the costs of every essential piece of apparatus.
Operations management emphasizes upon carefully managing
diverse processes to distribute as well as produce services and
products. At Madrid Courtesy Company, major general
activities usually consist of distribution, production, and
development as well as the creation of our products.

Technology Plan
A technology plan is important in helping to drive the success
of an organization because it could get used to not only improve
effectiveness but to also reduce costs. To facilitate healthy
beverages at Madrid Company, this plan will get created in a
scope of up to two years and updates which are regular will be
undertaken as novel technology gets introduced into the market.
Management of both people and resources is expected to be easy
while using digital technology. According to research,
technology is important to rack orders that will help in easing
inventory management (Kerzner, 2017).
Software needs
Madrid courtesy Company intends to utilize the state of the art
technology in its diverse processes. When looking at different
verifications of packaging, graphic design and blending, for
instance, the company is supposed to use computer programs as
opposed to manual work. The company also has a presentation
of a programming plan which gets marked (Ake, et.al, 2016).
Hardware Needs
When dealing with our beverages and equipment, we have three
personal computers that aid in not only storing the company’s
data and information but also running production. Madrid
Courtesy Company will come up with other framework
approaches of data like database systems, inventory and account
programming.
Telecommunication Needs
As a way of facilitating more sales, our company will open a
store online where consumers are expected to place their orders
online and get them delivered at their convenient locations.
Personnel Needs (for technology)
Here, communication gets done via using digital means like
online chats and emailing to both clients and members of staff.

Booking of our beverages will be carried out online and will aid
Madrid Courtesy Company to attain a broader market. The use
of digital technology will be a step towards attaining innovation
and creativity.
Management and Organization Plan
Management and organization explains a scheme that shapes
how diverse undertakings get directed so as to attain the
objectives and goals of an institution. These activities could
consist of: errands, duties and guidelines. Also, an
organizational configuration or rather structure regulates the
way material tends to flow amid varied stages within an
institute (Lock, 2017).
Madrid Courtesy Company is expected to operate with diverse
key management workers with a single of these undertaking the
responsibilities of chief adviser and financial socialist of the
company. These personnel are also tasked with facilitating that
the company becomes a bigger business within a stipulated
amount of time. The manager is expected to be an efficient
negotiator because she or he is supposed to have skills that are
required once the company gets developed or undergoes through
change to help in discussing with contractors, employees,
suppliers and competitors. Other members of staff tend to
assume the responsibility of a CEO, that is, chief executive

officer and get tasked with evolving Madrid Courtesy Company.
Some of the managerial skills expected include: figurehead,
communicator, liaison, leader and negotiator. As a liaison
between the company and the consumers, the manager ought to
be a good communicator. The reason for this organization and
management plan structure is to facilitate resources and ensure
that productivity gets attained (Baumgartner & Rauter, 2017).
The purpose for management and organization is that being a
startup, Madrid Courtesy Company has minimal resources
however, has numerous people who are supposed to get
employed with the growth of the business. Typically, the
organization as well as management of Madrid Courtesy
Company will comprise of: discussing options, analyzation of
risks and goal setting. In addition, technical officers are
normally responsible for helping the retention and recruitment
efforts while advocating for novel concepts and streamlining the
operations of production as well as focusing on high production.
Ethics and Social Responsibility Plan
Diverse companies, including Madrid Courtesy Company are
expected to come with a strategic plan which is supposed to
integrate social and ethical responsibilities to its culture.
Similarly, our company helps focus on novel types of these
aspects which will help in conserving the environment and
giving back to the community.
Social responsibility and ethics tend to play a significant role
when it comes to the development of strategic plans for a given
organization (Kolk, 2016). At Madrid Courtesy Company, we
use the Triple Bottom Line, that is, TBL to keep focused on
ethics and social responsibility. The TBL, that is, triple bottom
line is a theory or framework which recommends that diverse
organizations commit to focusing on both environmental and
social concerns same as they do when it comes to profits.
According to the theory regarding the triple bottom line theory,
Madrid Courtesy Company should be working concurrently on
the aspects of ethics and social responsibility. This approach
focuses mainly upon profit, corporate social responsibility and

the environment.
On the making of profits, Madrid Courtesy Company from this
standpoint has the notion that the profits acquired as a company
will help in sustaining as well as empowering the society as a
whole as opposed to the shareholders and CEO.
On the CSR, that is, corporate social responsibility, Madrid
Courtesy Company measures how socially responsible we are as
a company and how the company has valued the people we get
involved with all through our diverse operations (McWilliams,
et.al, 2016).
Lastly when looking at our environment, this aspect measures
how environmentally responsible Madrid Courtesy Company has
been. That is, we take into account the whole life cycle of their
actions and try determining the actual costs of what we are
doing regarding the environment.
References
Ake, K., Clemons, J., Cubine, M., & Lilly, B.
(2016).Information technology for manufacturing: reducing
costs and expanding capabilities. CRC Press.
Beach, L. (2017). OPERATIONS PLAN.

Baumgartner, R. J., & Rauter, R. (2017). Strategic perspectives
of corporate sustainability management to develop a sustainable
organization. Journal of Cleaner Production, 140, 81-92.
Hitt, M. A., Xu, K., & Carnes, C. M. (2016). Resource based
theory in operations management research. Journal of
Operations Management, 41, 77-94.
Kerzner, H. (2017). Project management: a systems approach to
planning, scheduling, and controlling. John Wiley & Sons.
Kolk, A. (2016). The social responsibility of international
business: From ethics and the environment to CSR and
sustainable development. Journal of World Business, 51(1), 23-
34.
Lock, D. (2017). The essentials of project management.
Routledge.
McWilliams, A., Parhankangas, A., Coupet, J., Welch, E., &
Barnum, D. T. (2016). Strategic decision making for the triple
bottom line. Business Strategy and the Environment, 25(3), 193-
204.
SAMPLE PLAN:SYNOPSIS EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
The Company
ComputerEase, Incorporated, provides computer software and
software-as-a-service (SaaS) training services, primarily to the
corporate and business market. In addition to offering local
training at its own dedicated facilities, the firm delivers on-
premises training to corporations located in the Greater
Vespucci, Indiana, area. It also offers online versions of its
courses that can be accessed from anywhere with an Internet
connection. The technology business services industry is one of
the fastest growing in the United States, and ComputerEase
intends to capitalize on that growth. The company’s stock is
currently held by President and CEO Scott E. Connors and

Susan Alexander, Vice President, Marketing.
States legal status, location, stock ownership, and industry
opportunity.
The Company’s Mission
ComputerEase views its mission as increasing the corporate
community’s productivity by helping them realize the maximum
benefit from their personnel and computers through software
training. ComputerEase is dedicated to building long-term
relationships with customers through quality training and
support, to being known as the premier software training
company in the Greater Vespucci area, and to expand online
course offerings globally to English-speaking countries
throughout the world. The goal is steady expansion, becoming
profitable by the third year of operations. ComputerEase also is
dedicated to contributing back to the Vespucci community by
providing free computer training programs for inner-city youth,
low-income residents, and “welfare-to-work” program
participants.
Provides a sense of how the company views itself and its long-
term goals.
Products and Services
The company provides software training programs targeted to
the corporate market, and currently has a portfolio that covers a
broad range of leading business software programs. There are
two ways that training is delivered. On-premise training is
provided by in-person instructors, either at the customer’s place
of business or at ComputerEase’s Corporate Training Center.
Online training is offered via the Internet. In addition to
providing training for the most-used enterprise and business
software and Web-based business services, ComputerEase also
creates custom programs at corporate customers’ request for
both on-premise and online delivery. The online training
programs incorporate some video training segments, enhancing
the learning experience.
Marketing and Sales Strategy
ComputerEase differentiates itself in its marketing by

emphasizing the needs of the corporation, not merely of the
students taking the classes. Locally, the firm employs highly
regarded sales professionals with extensive ties to the target
market who secure sales predominantly through face-to-face
solicitations. For customers who access ComputerEase’s online
training, the company has an aggressive online marketing
strategy that includes advertising on prominent training
websites, exhibiting at training industry trade shows, publishing
a monthly email newsletter on best practices in corporate
training, and using search engine marketing by purchasing
keywords. To support its customer base, ComputerEase also
maintains an active Facebook business page, a LinkedIn profile,
and a YouTube channel.
The Competition
No market leaders have yet emerged in the corporate software
training field — either in the Vespucci region or online.
Competition is diverse and uneven, creating substantial market
opportunities. ComputerEase maintains the following
advantages over existing competition: strategic partnerships
with leading software publishers; formal certifications from
those publishers; a growing reputation for delivering highly
effective training and superior customer support; a company-
owned, state-of-the-art computer Training Center; a local sales
staff with strong ties to target customers; and a national
network of third-party consultants and computer retailers that
bundle ComputerEase’s courses with their own services.
Shows market opportunity.
Target Market
ComputerEase’s “brick-and-mortar” business operates in the
Greater Vespucci, Indiana, area. Vespucci is the 16th-largest
city in the United States, with a diverse and healthy economy.
U.S. Census Bureau data shows that more than 10,000
organizations with more than 50 employees each
(ComputerEase’s primary target market) are located in the area.
ComputerEase’s online market is composed of English-speaking
countries where a high percentage of businesses are automated

or in the process of becoming automated. The market for online
computer training has grown by more than 33% each year for
the past five years, and is projected to sustain this rate of
expansion for the remainder of the decade.
Management
President and Founder Scott E. Connors bring significant
technology-related management experience to this position.
Immediately before starting ComputerEase, Connors served as
regional vice president for Wait’s Electronics Emporium, a
large computer hardware and electronics retail chain.
Previously, he was a sales representative for IBM. Vice
President Susan Alexander brings direct experience in
marketing to the target market from her prior position as
assistant marketing director for AlwaysHere Health Care Plan,
and sales experience as sales representative for SpeakUp
Dictation Equipment.
Emphasizes past business ownership and directly related
experience.
Operations
ComputerEase owns its Corporate Training Center with 20 PCs
fully equipped with all the latest versions of the most popular
business software programs. The company offers corporate
training sessions at the Center, as well as at local corporations’
place of business. It plans to open a second Training Center
with some of the funds currently being sought. ComputerEase
utilizes the excess capacity of the Training Center by offering
Saturday and evening classes to consumers. Additionally,
ComputerEase has three development PCs for creating the
interactive course content based on the instructor-led courses
and documentation. All equipment is leased, resulting in lower
capital expenses and ensuring the latest equipment at all times.
All data center operations, including the servers that host the
online training applications and student data, are outsourced to
a local managed services provider. Video production is
outsourced to a local company experienced in creating
instructional videos.

Stage of Development
ComputerEase began operations in January 2014, and opened its
first software Training Center classroom in August 2014.
Financials
The financial strategy of ComputerEase emphasizes
reinvestment of income for growth during the first few years of
operation, with the company reaching profitability within the
next three years. Annual revenue projections for the current
year are $466,000; for year two, $987,750; and for year three,
$1,637,230.
Tells investors there is no return on capital for at least three
years.
Funds Sought and Utilization
The company is currently seeking $160,000 in investment
financing. These funds will be used for expansion, primarily
opening an additional Training Center, hiring new staff, and
increasing marketing activities. Long-term plans are for the
company to aggressively market and expand its online business
into English-speaking countries outside the U.S.; work with
customers to develop interactive online custom training
programs for employees; and either develop a franchise
operation or expand to become a regional company-owned
chain, adding at least one training location annually.
Cites specific numbers and uses for funds.
SAMPLE PLAN:NARRATIVE EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

The Concept
The technology business services industry is one of the fastest
growing in the United States. The use of computers, tablets, and
mobile devices in virtually every business setting has provided
unprecedented opportunities to companies offering training
services to business clients, both in person and online. Because
no market leader has emerged in this field, either in Vespucci,
Indiana, or online, a well-conceived and well-executed company
can secure a leading position.
Provides a sense of the health and opportunities of the industry.
Background
Scott E. Connors, President and Founder of ComputerEase,
Incorporated, recognized this opportunity when, as Regional
Vice President for Wait’s Electronics Emporium, he conducted
a study of the potential market for corporate software training
in the Indiana, Ohio, and Illinois areas. As a result of this study,
he realized that a professionally managed software training
company could quickly become the region’s market leader.
When developing an online component to ComputerEase’s
training classes, Connors discovered a huge potential for online
training services.
Gives history of motivation for business.
The Company
ComputerEase is positioned to become the premier provider of
software training targeted to the corporate market. The company
began operations in January 2014, and was quickly able to
secure corporate clients with software training programs offered
at the customers’ location.
The client base expanded when ComputerEase opened its first
Training Center in August 2014, with 20 personal computer
stations. At this same time, ComputerEase launched its
software-as-a-service (SaaS) training services, accessible from
any computer with an Internet connection. Both of these
initiatives offer greater flexibility to corporate employees.
ComputerEase offers software training for all leading software
programs, as well as custom programs at corporate customers’

request.
Tells developmental stage, products and services, long-term
goals, legal status, and ownership.
ComputerEase is incorporated in the state of Indiana and stock
is currently held by President Scott E. Connors and Vice
President Susan Alexander.
The Market
The company targeted large corporations in the Greater
Vespucci, Indiana, area as the base of its initial operations. As
the 16th-largest city in the United States, Vespucci offers a
diverse and healthy economy with more than 10,000 companies
employing over 50 employees each. ComputerEase’s online
market includes an even larger pool — English-speaking
countries with a high percentage of automated businesses.
Competitive Position
Currently, corporate software training programs are offered in
the Vespucci area by small, local, underfunded, and generally
poorly managed companies and through national online
programs, with no leader having yet emerged in either space.
Market research indicates an extremely high level of
dissatisfaction with current providers among current customers
of software training. ComputerEase’s growing reputation for
delivering highly effective training and superior customer
support both in person and online, along with its company-
owned, state-of-the-art computer Training Center, local sales
staff with strong ties to target customers, and national network
of third-party consultants and computer retailers, sets the
company apart from its competition.
Management Team
The current management of President Scott E. Connors and Vice
President of Marketing Susan Alexander gives ComputerEase an
excellent team with which to begin operations. Mr. Connors
brings extensive technology-related management and sales
experience from his years with Wait’s Electronics Emporium
and IBM.

Emphasizes previous business ownership and related
experience.
In her positions as assistant marketing director for Always Here
Health Care Plan, and sales representative at SpeakUp Dictation
Equipment, Ms. Alexander gained significant experience in
sales and marketing to ComputerEase’s target market: corporate
human resource directors. Her personal connections with this
target audience are extensive, giving ComputerEase immediate
access to the potentially most lucrative clients.
The Future
The company has many opportunities for growth now and in the
future. First, the company plans to expand its online offerings
beyond the U.S. to English-speaking countries around the
world. Second, the company may become a franchise operation,
selling franchise licenses, materials, and training for
independent operations under the ComputerEase name.
Provides investors with a sense of growth opportunities.
Financials
The company projects rapid growth, with sales revenues of
$466,000 in the current year, $987,750 for year two, and
$1,637,230 in year three. It emphasizes the reinvestment of
income for expansion rather than profit taking, funding growth
internally rather than through additional investment beyond that
currently sought.
Funds Sought
The company anticipates only one round of financing (unless
franchising is later undertaken) with $160,000 being sought
from one investor. These funds will be utilized to add a new
training center, hire staff, and expand marketing activities.
Gives specific numbers and uses of funds.
There is one for the Synopsis type of Summary and one for the

Narrative type. A Sample Plan of each kind of Executive
Summary is also provided.
Synopsis Executive Summary Plan Preparation Form
Take highlights from each section of your completed plan and
address the areas listed below. Remember to be brief and clear.
Cover each topic in no more than one to three sentences.
Describe only the most important and impressive features of
your business. After the first two topics, Company Description
and Statement of Mission, place the remaining sections in any
order that gives the best impression of your business to your
target reader. For the reader’s quick comprehension, use topic
headings at the beginning of each paragraph (see the Sample
Plan at the end of this chapter); if you’d like a Summary that
seems less like a list, omit the headings. Feel free to combine
related topics, such as “Target Market” and “Marketing
Strategy,” to create a more fluid document.
Company Description: List the company name, type of business,
location, and legal status, e.g., corporation, sole proprietorship,
partnership.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Statement of Mission: Write the concise statement of company
purpose you developed.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

_____________________
Stage of Development: State whether your company is a start-up
or continuing business, when it was founded, how far along the
product or service is in its creation, and if you’ve already made
sales or started shipping.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Products and Services: List the products or services your
company sells or plans to sell; this can be generic for a
company with many products- e.g. women’s sportswear- or
specific for a company with just a
few._________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________
_____________________________________________________
_____________________________________________
Target Market(s): List the markets you intend to reach and why
you chose them; indicate the results of any market analysis or
market
research._____________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
______________________________

_____________________________________________________
_____________________________________________
Market and Sales Strategy: Briefly describehow you intend to
reach your target market(s) and the advertising, direct mail,
trade shows, and other methods you will use to secure sales.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________
Competitors and Market Distribution: Indicate the nature of
your competition and how the market is currently divided.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Competitive Advantages and Distinctions: Show why your
company will be able to compete successfully; list any
important distinctions, such as patents, major contracts, or
letters-of- intent.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

_____________________________________________________
_____________________________________________________
_____________________
Management: Briefly describe the histories and capabilities of
your management team, particularly those of company
founders._____________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________
_____________________________________________________
_____________________________________________
Operations: Outline your key operational features, locations,
crucial distributors or suppliers, cost-saving production
techniques,
etc.__________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________
_____________________________________________________
_____________________________________________
Financials: Indicate your company’s expected revenues and
profits for years one through three.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

_____________________
Long-Term Goals: Describe the expected status-e.g., sales,
number of employees, number of locations, market share of
your company- five years from now.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Funds Sought and Exit Strategy: Indicate how much money you
are seeking, how many investors you plan to have, how funds
raised will be used, and how investors or lenders will get their
money
out._________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
______________________________
_____________________________________________________
_____________________________________________

Narrative Executive Summary Plan Preparation Form
This form provides you an opportunity to outline the Executive
Summary portion of your business plan if you choose to write a
narrative type of Summary.
The Company: Describe how your company is organized, its
stage of development, stage of product creation, legal status,
location, and company mission.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
The Concept: Explain the background of your company, how the
product came about, how the market opportunity was
recognized, and the products and services.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

_____________________________________________________
_____________________
Market Opportunity: Describe your target market, market trends
that exist, why there was a need for the company, the results of
market research, the competition, and market openings.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Competitive Advantages and Distinctions: Indicate why your
company can compete successfully; list important distinctions
such as patents, major contracts, and letters-of-intent; specify
barriers-to-entry for new competitors.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Management Team: Describe the background and capabilities of
your key managers, and relate past successful business
experiences.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

_____________________________________________________
_____________________________________________________
_____________________
Milestones: List the milestones by which you will measure
success and at what date you expect to reach them; these might
include specific revenue or profit levels, the percentage of
market share reached, shipments of first product, and the
number of employees or locations.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________
Financials: Specify the amount of funds sought the number of
likely investors, the use of funds secured, and how investors or
lenders will get their money back- through an exit plan
(acquisition, public offering, and merger) or security
(collateral) for a loan.
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________

Outline of Business Plan
I. Executive Summary
Every business plan varies. You may not necessarily have these
same components in the following order in your
plan. Use this outline as a guide.
II. Company Description
A. Company Name
B. Mission Statement/Objectives
C. Form of Business
D. Trademarks, Copyrights, and Other Legal Issues
E. Products or Services
F. Management/Leadership
G. Location and Geographical Information
H. Development Stage
I. Milestones Achieved to Date
J. Specialty Business Information
K. Financial Status
III. Industry Analysis & Trends
A. Size and Growth Rate of Industry
B. Industry Maturity
C. Sensitivity to Economic Cycles

D. Seasonal Factors
E. Technological Factors
F. Regulation/Certification
G. Supply and Distribution
H. Financial Characteristics
I. Anticipated Changes and Trends in Industry
J. Global Industry Concerns
IV. The Target Market
A. Demographics/Geographics
B. Lifestyle and Psychographics
C. Purchasing Patterns
D. Buying Sensitivities
E. Market Size and Trends
V. The Competition
A. Competitive Position
B. Market Share Distribution
C. Global Competition
D. Future Competition
E. Barriers to Entry
VI. Strategic Position & Risk Assessment
A. Industry Trends
B. Target Market
C. Competitive Environment
D. Company Strengths
E. Risks Assessment
F. Definition of Strategic Position
VII. Marketing Plan & Sales Strategy
A. Company’s Message
B. Marketing Strategy
C. Marketing Tactics
D. Strategic Partnerships
E. Online Marketing Tactics
F. Sales Force and Structure
VIII. Operations
A. Plant and Facilities
B. Manufacturing/Production Plan

C. Labor Requirements
D. Capacity Utilization
E. Quality Control
F. Equipment and Furniture
G. Inventory Management
H. Supply and Distribution
I. Order Fulfillment and Customer Service
J. Research and Development
K. Financial Control
L. Contingency Planning
M. Other Operational Concerns
IX. Technology Plan
A. Technology Goals and Position
B. Internet Goals and Plan
C. Software Needs
D. Hardware Needs
E. Telecommunications Needs
F. Technology Personnel Needs
X. Management & Organization
A. Key Employees/Principals
B. Compensation and Incentives
C. Board of Directors/Advisory Committee
D. Consultants/Specialists
E. Management to Be Added
F. Organizational Chart
G. Management Style/Corporate Culture
XI. Social Responsibility & Sustainability
A. Social Responsibility Goals
B. Company Policy
C. Social Responsibility Certifications
D. Community Involvement
E. Sustainability
XII. Development, Milestones & Exit Plan
A. Long-Term Company Goals
B. Growth Strategy
C. Milestones

D. Risk Evaluation
E. Exit Plan
XIII. The Financials
A. Income Statements
B. Cash Flow Projections
C. Balance Sheet
D. Sources and Use of Funds
E. Plan Assumptions
F. Break-Even Analysis
XIV. Appendix
B. Answer the following questions.
1. After all the research, where would you put Burberry’s in the
final digital matrix?
2. What are the major learnings from the actual digital
marketing strategy of Burberry’s from the
Similarweb dashboard?
3. Now consider Gucci’s business data and compare them with
Burberry’s. What can we say
about the two companies? Similarities and differences from a
business perspective
4. Run your own research for Gucci’s initiatives, both for
Digital Intensity and Transformation
Management. Where would you place Gucci in the final matrix?
5. Please compare the two brands results on Similarweb
dashboard

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