ABC Strategic Plan Update
The purpose of undertaking the Asheville ABC Strategic Plan was to envision the organization’s future goals and outline strategies to achieve those goals by careful examination and analysis of target markets, competition, customer journey, customer experience, promotional opportunities, operational issues and community image building.
Customer demographics and buying patterns were examined for each store location based on data provided by the Asheville ABC Board to better understand each store location’s unique target market. Opportunities and challenges for each location were also examined in order to make specific recommendations for areas in need of improvement. The final report included both short-term and long-term recommendations for achieving greater efficiency, managing growth, and a creating a stronger sense of identity and brand awareness and consistency within the community.
Many of the plan suggestions have been implemented, including enforcement of brand consistency through updated store signage and employee uniforms.