Business Plan Excerpt
The Business
Business name: Australian Hardware Ltd
Business structure: Public company since 1982
ABN: 4000000000
Business location: Australian Hardware is headquartered in Sydney, NSW. The business owns and operates 138 stores throughout Australia.
Date established: 26 January 1921.
Ownership and governance: The Greenwright family retains a controlling interest in Australian Hardware. Holden Greenwright serves as both chair of the board of directors and CEO.
Products/services: Australian Hardware supplies hardware and home improvement products and provides expert advice and service.
The Market
Target market: The market has been divided into three target markets or segments: home improvers; DYIs; tradespeople.
Marketing strategy: Australian Hardware takes a two-pronged strategic approach characterised by product and service differentiation along with select targeted marketing activities.
The Future
Vision statement: within five years, Australian Hardware will lead the hardware and home-improvement market in Australia.
Strategic directions: The Australian Hardware strategic directions are:
increase sales revenue and gross profit
maintain or increase market share
control direct and indirect operational costs
maintain superior product and service quality standards
establish Australian Hardwares reputation as a socially and environmentally responsible company.
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