Page 46 - Writing Winning Business Proposals

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F FIGURE 3.8 Aligned or misaligned??
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3.8
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3. Aligned or Misaligned?
Project objective: Develop a marketing and logistics plan to improve
competitive position
S1 (Current Situation) S2 (Desired Result) B (Benefits)
A large paperback A new marketing and Significantly higher
book publisher has logistics strategy to revenues, cost savings
problems related to its achieve competitive of approximately 20%,
complex distribution advantage and logistics linked
system, including high throughout the
warehousing and organization
transportation costs.
They: They want: They will receive:
lack insight insight insight benefits
have insight plan planning benefits
have plan implemented plan implementation
benefits
Answer: Misaligned. The organization desires to move one step, from
insight to plan. Accordingly, there is one desired result, related to
developing a plan. The benefits, however, are not those related to having
a plan; they are related to the plan’s subsequent implementation.
GU
RE
FIGURE 3.9 Aligned or misaligned??
FI
Aligned or misaligned

9

3.