Food

Darrell Lea

2011

Business Plan

REPORT

REPORT

Introduction of the Business Plan

Elements and Purpose of a Strategic Business Plan

Darrell Lea has experienced decades of successful growth to take it from a small business with 18 stores to a significant domestic presence of over 1,800 retail outlets across Australia. Our international presence has also continued to grow over the past 5 years with over 22,000 outlets in countries such as USA, Canada, UK and New Zealand.

The New Business Plan for 2011 includes the factual data, obtained from a wide range of sources. The plan is written in a consistent and realistic manner. Problems and risks associated with the business are described rather than avoided, then used as the basis for presenting thoughtful solutions and contingency plans. The New Business Plan is tailored to the needs and interests of the company with specific audiences by emphasising or presenting differently certain categories of information in different versions of the plan.

The New Business Plans contains a number of specific elements as well as certain general characteristics. These include a general description of the company and its products and services, an executive summary, management and organizational information, sales and marketing plans, financial plans, and production plans. They describe the general direction of the company in terms of its underlying philosophy, goals, and objectives. The New Business Plan 2011 will not only tell how the company will achieve its strategic objectives, but also tell why the specific decisions have been made. Anticipated problems and the company's response are also included.

In effect, The New Business Plans are a set of management decisions about how the company will proceed along a specified course of action, with justifications for those decisions in the next 5 years. Listed below are brief descriptions of the major elements and purpose found in our business plan.

* To extend our products...