Importance of Strategic Planning

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                                          Conceptualizing a Business

                                                Patricia Bernard

                                    BUS/475 Integrated Business Topics

                                                  David Nimmo

                                              November 30, 2009




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above, is my original work and has not previously been submitted by me or by anyone else for any class. I further

declare that I have cited all sources from which I used language, ideas and information, whether quoted verbatim or

paraphrased, and that any and all assistance of any kind, which I received while producing this paper, has been

acknowledged in the References section. This paper includes no trademarked material, logos, or images from the

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Student's signature (name typed here is equivalent to a signature): ____Patricia Bernard______________________
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                                   Conceptualizing a Business

       Organizations in today’s business world need mission statements to help promote a

business’ intentions. Mission statements are needed in both large and small organizations. This

paper will introduce Southern Cab Service’s mission and vision statement, and demonstrate the

goals of the company’s future. Principles and values of Southern Cab Service will also be

described. The paper will conclude with an evaluation of how the company will address

customer’s needs and critique how they achieve competitive advantage.

Mission Statement

       A mission statement should be a clear representation of what an organization wants to

achieve (Pearce & Robinson, 2005). The statement should address the target market and the

organization’s goals. The mission of Southern Cab Service is to provide safe and quality service

to all customers in an effective and efficient manner while transporting customers to their desired

destinations.

       Southern Cab Service was founded in 2009 by a husband and wife partnership in

Lafayette Louisiana. The organization employs a staff of 25 drivers including two dispatchers.

The organization is located in the business district which is in the downtown area. The target

markets are elderly customers who don’t own vehicles and college students. Southern Cab

Service is competing with three other cab companies in the area. All three cab companies do not

offer non-smoking cabs, and coupon days. Southern Cab Service offers non-smoking cabs, and

drivers wear uniforms while on duty. Southern Cab Service looks to expand the customer base

and gain a reliable and trustworthy reputation.

       Southern Cab Service has an obligation to its customers and its employees. Providing an

ethical and fair work environment for all drivers is a goal that the organization wishes to always
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achieve. By allowing employee and customer feedback, the company will have a chance to view

aspects of the company through the eyes of the employee and the customer, making changes and

improvements that will help the company grow.

Vision Statement

       Southern Cab Service’s vision statement is to become Louisiana’s number one choice for

quality cab service. Although Southern Cab Service is new to the market and the Louisiana area,

the company visualizes this objective based on a three year plan. The vision statement of

Southern Cab Service expresses the goal to provide customers with safe and reliable

transportation while having a friendly and enjoyable journey to their destination.

Guiding Principles

       Guiding principles are promises made by employees, customers, and society (Pearce &

Robinson, 2005). Southern Cab Service will adhere to these principles and operate and

demonstrate ethical behavior and responsibility. Southern Cab Service’s employees are a

necessity to the company’s success. Employees are encouraged to give feedback and suggestions

to help make the working environment better. Training and mentoring is also important for all

employees. Southern Cab Services is committed to providing employees with the necessary

knowledge and skills needed to perform these duties properly.

       Southern Cab Service also understands the commitment to society, by providing a safe

environment for customers and drives. Southern Cab Service will be committed to pro viding

employees with the necessary tools to encourage development. An ethical code of conduct will

be put in place for all employees to follow. Employees and customers will be encouraged to offer

feedback and suggestions. All cabs will be kept clean and properly maintained at all times. These

principles should be practiced daily and never should be comprimised.
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         Conceptualizing the mission and vision statement allows the organization to create a

visual road map of a strategic plan of the future. When conceptualizing a business plan, three

things must be considered. The idea, the backbone, and the product or service. Building a great

idea is the only way to say one step ahead of the competitor (Sekerka, Bagozzi & Charnigo,

2009).

         The backbone refers to the employees. The employees will help to make the vision and

mission statements real (Sekerka, Bagozzi & Charnigo, 2009). The employees must be willing to

be dedicated to working productively and ethically and be dedicated to Southern Cab Service’s

success.

         Southern Cab Service must provide a service to the customers that will offer the

customers best interest. Evaluating how successful the service will be in an existing market is

important. The company must create a successful business plan in order to compete with other

competitors in the market.

         Competitive advantage is gained through organizations positioning itself through superior

values. If an organization positions itself on that superior quality of service, they look to achieve

that promise (Sekerka, Bagozzi & Charnigo, 2009). Southern Cab Service will position itself on

a high quality standard based on services that will be provided to the customers and the excellent

customer service that will be provided.

         The quality of service that Southern Cab Service will provide is one potential competitive

advantage. The company will be the first cab service in the area to offer coupon days, uniformed

drivers and non-smoking cabs. Customers will feel like they are being chauffeured to the

destinations.
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        The final phase in the positioning strategy is to move forward. More of the same strategy

seems to fit Southern Cab Service the best. Customers are already used to the cab services that

are already present in the area, but Southern Cab Service will offer a better customer experience.

        Southern Cab Services will offer state of the art GPS technology to monitor driver’s

locations and to act as a safety guard for both drivers and customers. All vehicles will be

equipped with a video monitoring system that will capture photos and recordings of all occupants

in all vehicles.

        This technology will be an expensive investment in the initial phase, but as Southern Cab

Service begins to establish a reliable customer base, it is believed that customers will be satisfied

and will feel safer riding in a cab with a friendly driver, video monitored cab, and a company that

looks out for its customers like family.

        Southern Cab Service believes customers need to feel safe when trusting another driver

with their safety. Drivers will be training in defensive driver, and will remain up to date on all

learning and training modules that the company will require. All drivers will have to maintain a

clean driving record and will have to take random drug and alcohol tests. Drivers will also have

the state of the art communication system inside every vehicle to stay in constant contact with

the dispatcher. Other cab companies in the area have these but with the incorporated GPS and

video system, Southern Cab Service will meet the company’s mission statement and will provide

excellent service to all customers who decide to ride with us.
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                                          References

Pearce, J. and Robinson, R, 2005). Strategic Management (9th ed) McGraw Hill, 2005 Boston,

       MA

Sekerka, L., Bagozzi, R., & Charnigo, R.. (2009). Facing Ethical Challenges in the Workplace:

       Conceptualizing and Measuring Professional Moral Courage. Journal of Business

       Ethics, 89(4), 565-579. Retrieved November 29, 2009, from ABI/INFORM Global.