Business Planning

Background

A large group of golf retailers had grown rapidly over a ten year period. It was reaching the size, as a group, where it needed a centralised focus and long term development strategy, as well as a marketing strategy (which is the subject of another study).

Objective

To bring cohesion to the group, in order to gain conformity of process and practice, make financial savings, and to develop brand awareness among customers.

Actions

• Development of five year plan for the group's executive.
• Development of corporate manuals for retailers to refer to in their own planning.
• Development of easy-to-use disk-based financial, business and stocking plans which the retailers can develop with their own shop information.
• Group level range planning for stock lines.
• Development of corporate POS, bags, signage, promotions and other aspects of identity.
• Online ordering, web and email systems put in place to facilitate admin.
• Annual conference established to educate and motivate the retailers themselves.

Results

• Recognition of the value of a more professional, integrated approach among the retailers.
• Cost savings for the group.
• Consumer awareness and understanding of the individual shops being part of a large group increased from negligible to over 30% in 2 years.