FROM: Ben Russell, CEO
TO: All members of the Senior Management Team
Subject: Vision, Mission and Strategic Direction Statements
Here are the revised Vision, Mission and Strategic Direction statements as agreed at our recent conference. My plan is to 'launch' these statements, along with our expansion plans next month. I'll do this by visiting each of the state offices, so that I have the opportunity to address all staff personally. I'll be contacting you shortly so we can firm up the details.
In the meantime, please feel free to share the attached with members of your own leadership team, but don't go into too much detail. I've asked Evie Koulbanis and Wendy Wu to tackle the fine-tuning of the policy and procedure documentation, so they may contact you for your input, please give them whatever help they may need
STAR's VISION STATEMENT
Our vision is that "STAR products will be the first choice for customers, designers and architects building high quality homes and commercial premises.".
STAR's MISSION STATEMENT
To be the leading quality supplier of door and window product in Australia by providing our customers with innovative goods and services which anticipate and fully satisfy their requirements.
It will achieve this by diligent attention to our Goals:-
- Customers - to fully understand and exceed our customers' needs and deliver superior customer service
- People - to attract and keep innovative, customer+focused employees who can support our expanding business, and reward performance fairly and equitably
- Manufacturing - to use best+in+class door and window manufacturing techniques to maximise the quality of all of our product
- Design - to develop and maintain a product range which reflects modern architectural designs, colours and materials
- Operations - to achieve best+in+class warehousing, ordering, and distribution practices across our whole operation
STRATEGIC DIRECTION
In keeping with our Vision and Mission Statements, STAR's organisational and divisional Business Plans will reflect the following strategic directions over the next 12-36 months:-
Commitment by all STAR employees to:-
- Maintenance of existing revenue, expenses, productivity and profitability targets
- Full funding of Year 1 and Year 2 expansion plans from existing reserves
- Widening of our existing range of products to include aluminium, powder-coated awnings. These new products will be manufactured in Sydney and Perth, with distribution in Year 1 limited to NSW and WA. Marketing and distribution into other states will commence in Year 2, depending upon results of initial trends.
- Establishment of an independent office in South Australia. This office will have an establishment of three (full-time equivalent) staff in Year 1. Recruitment for these positions is currently underway
- Expansion into the SE Asian market by Year 3. This will mean the appointment of a Business Development Manager who will:-
- Develop a project plan within 9-12 months (Year 1),
- Appoint a 'home' project team early in Year 2 (by approx. 15 months)
- Appoint and train a 'host-country' team in Year 2 (approx 18-24 months)
- Commence a trial distribution operation early in Year 3 (25-28 months)
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