STRATEGIC OBJECTIVES Objectives To ensure Stella achieves their organizational mission and successful
Primary
expand into NZ, SMART objectives must be set (specific, measurable, assignable,
Measure of Success
Timeline
Key Performance Indicators
Increase Brand Awareness through Flagship store
Increase the brand awareness amongst their target segment by 50%
By 2021
Increase instore customer acquisition
Increase purchasing instore by New Zealand consumers by 15%
Within the 12 months after the launch in New Zealand
• •
% increase in footfall % visitor to purchase conversion
Improve longterm customer relationships
Enhance consumers knowledge on sustainability
Within the 12 months after the launch in New Zealand
• •
Value satisfaction Customer retention rate
Increase Market Share
Increase market share in New Zealand by 10%
By 2023
• % total of new sales coming from the New Zealand market (customer acquisitions)
• • •
Number of site visits Number of social media interactions Increase in footfall in-store
realistic and timely) (Figure 5) (Johnson
4.2 MARKET ENTRY METHOD
and Scholes, 2010).
2
3
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Figure 5: Internationalisation Objectives
