BP - Business Objective

The first step in the BP framework is to clearly and precisely define the Business Objective.

One of the key decisions here is to set the goal i.e. what we hope to achieve with our marketing plan. O-I sells glass bottles in various end-use segements such as beer, wine, spirits, food, beverages (non-alcoholic and alcoholic), etc. My thought process was to pick a goal in a category that offers the biggest growth opportunity. One of the considerations there was the current market share vs. overall market size plus the future growth opportunity. Another one was the geographical area of growth. Keeping this in mind and after discussions with marketing managers in my company, I have chosen to target the NAB (non-alcoholic beverage) segment in North America region (US & Canada).

Here are the 4 elements of the BP Business Objective:

1. FE: Owens-Illinois (O-I)
2. Core competence: skill at glass R&D & processes plus customer relationship building
3. Goal: Increase market share of glass in the NAB segment in NA to 6% (from the current 3%)
4. Time Frame: 2013 (3 years)