Mackie’s 3 year business plan is an expression of our current aims and targets and will be updated again in 2012.
Vision
To be a global brand from the greenest company in Britain created by people having fun.
All our staff have their own copy of our business plan and each year we will update this with an annual plan and report.
Our three year plan includes the following :
Sales, Marketing and New Product Development
We will work closely with our customers to build relationships at all levels and grow the Mackie’s brand throughout the UK. We will work to develop the growth opportunities in Food Services and Export activity will focus proactively on Asia and the Gulf States.
We aim to increase brand awareness and build our reputation as a global brand, a green company created by people having fun. We want to get to know our consumers and be in direct contact and ongoing communication with as many as possible. (please join our email club!)
We know that the continued quality of our product is vital and we will therefore focus on its continued improvement alongside innovation and brand extension.
The Farm
Our focus is best use of the land and cows to produce high quality milk for making ice cream and environmentally friendly management of the arable land and woodlands. As the world population continues to increase, with the possibility of food scarcity, efficient production coupled with preservation of the world’s fertile soil is crucial. The farm is part of the holistic nature of the Mackie’s business – from “sky to scoop”.
People
Our business is built on the foundation of a loyal, flexible and energetic workforce. Our aim is to develop the workforce to deliver successful business outcomes whilst at the same time delivering personal satisfaction to each and every person employed by the business. The vision is to do this while having fun! For this, we aim to deliver an inclusive system of reward and celebration.
Finance
Our overall aim is to grow the business profitably. All staff can make a contribution to the profitability of the business and do share in the success of the business through our staff bonus scheme. We remain committed to continually growing our business and to keep investing in it. Over the next three years our plans are to grow turnover to £15m and this will involve significant further capital expenditure in the business, predominantly in the production area as we increase the output, bring on new lines and produce our own packaging.
Britain’s Greenest Company.
We want to leave a positive footprint on our environment and our vision is to become the greenest company in Britain. We want to have a successful sustainable business, self sufficient in renewable energy and one which takes care of the land, wildlife, cows, staff and local environment. We aim to find energy savings, minimise waste, improve recycling which could include investment in biogas, wind energy, electric cars and solar panels.
Ice Cream Production
Production over the last three yeas has grown by 50%. We aim to grow by a further 25% in this planning period and with careful investment in equipment, this will be possible with our current staff resource.
Crisps
Mackie’s at Taypack is a new joint venture and has a separate business plan detailing our aim to be a global brand from Scotland’s potato crisp experts. (link to crisps)
BHAGS – Big Hairy Audacious Goals
We challenge ourselves to find some “big hairies”! We will keep looking for new opportunities and intend to actively research at least one BHAG project each year.