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Case Study Question: Define what to include in a strategic plan

I was recently asked the below question. I think I had a good approach but the interviewer didn't not look 100% convinced. I was wondering if you could provide some feedback on this approach. 

Our client is a high-end gym in a major city. They have contacted us to develop a strategic plan for their business. Can you please tell me what items you would include in the Strategic Plan (almost like a context page that shows all items we need to look at)?

This was my approach:

1.      Company Vision & Objectives

2.      External Environmental Analysis

a.      Industry overview containing major trends, changes to consumer behaviour, etc.

b.      Competitive outlook – who are the main players and what are their differentiating factors, market shares, etc.

3.      Internal Analysis:

a.      Customer – segmentation, identify segment client should target

b.      Product – what products we want to offer (e.g. monthly packages etc) to target segment

c.      People – talent needs, culture, capabilities

d.      Finance – P&L/ B/S projections for the next few years, scenario analysis

e.      Investments/Initiatives – overview of potential initiatives/projects client might want to invest to fulfil strategy

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Top answer
Deleted user
on Oct 15, 2018

I'd say that's a pretty solid structure. 

Missing points to add somewhere (I'm sure you included it implicitly, but make it explicit)

  • Value Proposition & USP
  • Marketing & Sales
  • Risks & Mitigation

Also, maybe break out the "initiatives" into a separate chapter and include implementation plan and milestones. But that's more a question of taste...

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