prepared by: Khai Yusri
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Context: Shayne is the CEO of her own company, Cogie (disguised name). They sell packaged individual soft cookies in boxes (in supermarkets & e-commerce) for their customers to enjoy at home or simply bring the individual packaged cookies in their bag with them for their day schedule. Shayne started the company 3 years ago after thinking that a soft cookie in her bag would make her day better compared to a chocolate bar.
Click Below For A Story:
Shayne’s Failure Story To Strategic Plan In The Executive Meeting.
| Market Territories | Strategy | |
|---|---|---|
| 2.1 | Core Offering | Cogie offers soft, mood-lifting cookies in four signature flavors and rotating seasonal editions, with each cookie individually vacuum-packed for freshness, hygiene, and unmatched on-the-go convenience, making them ideal for consumption during work, study, gifting, or travel. |
| 2.2 | Core Customer Segment | Cogie targets modern urban households—particularly busy individuals, partners, and parents—who seek small but satisfying indulgences that fit into their daily routines and emotional needs, whether for self-care or to express affection through small, thoughtful gifts. |
| 2.3 | Core Selling Strategy | The brand focuses on emotional storytelling and impulse triggers at the point-of-sale by using a bunny mascot for visual recognition, combined with digital and influencer campaigns that emphasize the cookie as a mood companion—easily accessible through supermarkets, cafés, and fast e-commerce channels. |
| 2.4 | Category Specialisation | Cogie aims to dominate the “emotional indulgence” snack space by mastering seasonal flavor innovation, freshness through high turnover distribution, and shelf-level branding—specialising in individually packaged soft cookies that function not only as food but also as micro-gift experiences. |
| Cadence Type | Description |
|---|---|
| Daily | Ops review: production, delivery, packaging |
| Weekly | Distribution & Retail performance |
| Monthly | Customer metrics + marketing review |
| Quarterly | Strategic Region Expansion review (QBR) |
| Year-End | Strategic Planning & Innovation Roadmap |
Focus Geography: Region A1 (Wholesale Supermarkets, E-Commerce, Cafés)
Core Differentiation:
| % | Previous Year | Operational & Financial Metrics | Growth % | Year End 20XX | % | Month Operational & Financial Goals | Monthly Product A | Monthly Product B | Monthly Product C | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | xx | Customer Satisfactions | | xx | | xx | xx | xx | xx | | | | | | | | Price/Unit → | xx | xx | xx | | 60% | 35,981 | New Customers | +40% | 50,373 | 60% | 4,199 | 560 | 2,799 | 840 | | 45% | 4,821,429 | New Sales (RM) | +40% | 6,750,000 | 45% | 562,500 | 75,000 | 375,000 | 112,500 | | | | | | | | | | | | | 31% | 18,657 | Returning Customers | +40% | 26,119 | 31% | 2250 | 373 | 1,451 | 435 | | 35% | 3,750,000 | Returning Sales (RM) | +40% | 5,250,000 | 35% | 470,833 | 91,666 | 291,667 | 87,500 | | | | | | | | | | | | | 9% | 5,330 | Ascending Customers | +40% | 7,463 | 9% | 539 | - | 415 | 124 | | 20% | 2,142,857 | Ascending Sales (RM) | +40% | 3,000,000 | 20% | 216,667 | - | 166,667 | 50,000 | | | | | | | | | | | | | 100% | 59,968 | Total Customers | +40% | 83,955 | 100% | 6,997 | 933 | 4,665 | 1,399 | | 100% | 10,714,286 | Total Sales/Revenue (RM) | +40% | 15,000,000 | 100% | 1,250,000 | 166,666 | 833,334 | 250,000 | | | | % revenue contribution | | | | 100% | 13% | 66% | 21% | | 46% | 5,000,000 | COGS | +40% | 7,000,000 | 46% | 583,333 | 133,333 | 375,000 | 75,000 | | | | % for month | | | | 47% | 80% | 45% | 30% | | 54% | 5,714,286 | Gross Profit | +40% | 8,000,000 | 54% | 666,667 | 33,333 | 458,334 | 175,000 | | | | % for month | | | | 53% | 20% | 55% | 70% | | 20.53% | 2,200,000 | Overhead | +25% | 2,750,000 | 18.33% | 229,167 | | | | | xx | xx | Marketing Expenses | xx | 1,100,004 | 7.33% | RM91,667 | - | - | - | | xx | xx | Facilities & Admin Expenses | xx | 825,000 | 5.50% | RM68,750 | - | - | - | | xx | xx | Salary Expenses | xx | 825,000 | 5.50% | RM68,750 | - | - | - | | 39.66% | 4,250,000 | Operating Profit | +24% | 5,250,000 | 35% | 437,500 | | | |