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My goals were to decide on a long-term objective and identify the strategies to achieve the long-term objective. The CEO, Mark Walten entrusted me to formulate the strategy that will guide BJ's actions.
In deciding on a long-term objective, my first step was to determine the company's needs. Secondly, assemble the critical internal and external information. Although the internal information was free, I had to purchase the external information, which was to be covered by my budget of $15,000. Based upon the advice of Kensington Sherman, Strategy Consultant, I decided to purchase the U.S. Specialty Bicycle Consumers Study for its statistical significance at a cost of $7595 and the U...
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