Formulate a strategic plan to improve competitive advantage within target markets.

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Scenario:

It has been some time since you became the general manager of the Turul Winery in the FLIGBY simulation theme and gameplay. As the general manager of the Turul Winery, you spent countless hours and a great deal of effort assessing the design and strategy of the organization. As a result, you have a deep understanding of the organization, and the owner has requested that you formulate a strategic plan to improve the competitive advantage of the Turul Winery within target markets. This requires you to conduct an additional series of strategic analyses to understand the Turul Winery’s competitive position in current and potential future markets. You will analyze the external environment to explore opportunities and threats to the business.

Furthermore, you will investigate the internal environment of the Turul Winery to determine factors that lead to competitive advantages for the business. Based on your findings, you will construct a business model canvas to inform your market research efforts to identify a business expansion opportunity. Your goal is to demonstrate skill and expertise in assessing and planning a results-oriented organizational (business-level) strategy focused on resilience, efficiency, and innovation to ensure competitive advantage, sustainability, and growth. You will use the results of these analyses to inform the development of a strategic plan due to the owner of Turul Winery in 2 weeks.

Use the following criteria to conduct various forms of analyses to inform your strategic plan for an expansion effort into the international marketplace.

 

Use the Strategic Planning Template to develop your strategic report for the owner of Turul Winery.
Your strategic report should have a title page, table of contents, content pages, and a reference page.
Design a professional report using images, charts, diagrams, etc., to aid in disseminating information.
The strategy report is written in the third person.
Strategic Intent

Formulate a statement of strategic intent for the Turul Winery to expand into domestic and international markets.
Restructure the mission of the Turul Winery to support an expansion effort into domestic and international markets.
Restructure the vision of the Turul Winery to support an expansion effort into domestic and international markets.
Restructure the values of the Turul Winery to support an expansion effort into domestic and international markets.
Blue Ocean Strategy

Explain the principles of blue ocean strategy.
Explain the benefits and risks of using blue ocean strategy for business expansion planning into domestic and international markets. Provide reasoning.
Explain how the use of the blue ocean strategy will aid in planning business expansion into domestic and international markets. Provide reasoning.
Strategic Goals and Objectives

Establish one strategic goal aligned with the organizational mission, vision, and values that support a business expansion effort into domestic and international markets.
Develop three business objectives that support the strategic goal in alignment with the organizational mission, vision, and values, supporting a business expansion into domestic and international markets.
Use a sound goal planning structure supported by theoretical research to effectively structure your goals and objectives.

 

Sample Solution

Strategic Plan for Turul Winery: Expanding into Domestic and International Markets

Table of Contents

  1. Executive Summary
  2. Strategic Intent
    • 2.1 Mission Statement
    • 2.2 Vision Statement
    • 2.3 Core Values
  3. Blue Ocean Strategy
    • 3.1 Principles of Blue Ocean Strategy
    • 3.2 Benefits and Risks of Blue Ocean Strategy for Turul Winery
    • 3.3 Application of Blue Ocean Strategy for Turul Winery’s Expansion
  4. Strategic Goals and Objectives
  5. Conclusion
  6. References
  7. Appendices

1. Executive Summary

This strategic plan outlines a roadmap for Turul Winery to expand its market presence domestically and internationally. Recognizing the competitive nature of the wine industry, the plan emphasizes a Blue Ocean Strategy approach, focusing on creating uncontested market space and differentiating Turul Winery through innovative offerings and customer experiences. Key strategic goals and objectives are defined, aligned with the organization’s revised mission, vision, and values, to guide the expansion efforts and ensure sustainable growth.

2. Strategic Intent

2.1 Mission Statement

  • Original: To produce high-quality wines that reflect the unique terroir of the region while delivering exceptional customer experiences.
  • Revised: To produce and market exceptional wines that reflect the unique terroir of the region, captivating discerning palates domestically and internationally while fostering sustainable practices and contributing positively to the local community.

2.2 Vision Statement

  • Original: To be a renowned producer of fine wines, recognized for its commitment to quality and customer satisfaction.
  • Revised: To be a globally recognized and respected winery, celebrated for its exceptional wines, innovative experiences, and sustainable practices, while contributing to the economic and cultural vibrancy of the region.

2.3 Core Values

  • Original: Quality, Excellence, Customer Satisfaction, Sustainability
  • Revised: Quality, Excellence, Customer Satisfaction, Sustainability, Innovation, Cultural Heritage, Ethical Responsibility, Global Citizenship.

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