4.2 Strategic Objectives

To ensure Stella achieves their organizational mission and successful expand into NZ, SMART objectives must be set (specific, measurable, assignable, realistic and timely) (Figure 5) (Johnson and Scholes, 2010). Objectives Measure of Success Timeline Key Performance Indicators

Primary Increase Brand Awareness through Flagship store Increase the brand awareness amongst their target segment by 50%

2 Increase instore customer acquisition

Increase purchasing instore by New Zealand consumers by 15%

By 2021 • Number of site visits • Number of social media interactions • Increase in footfall in-store

Within the 12 months after the launch in New Zealand • % increase in footfall • % visitor to purchase conversion

3

4 Improve longterm customer relationships Enhance consumers knowledge on sustainability Within the 12 months after the launch in New Zealand • Value satisfaction • Customer retention rate

Increase Market Share Increase market share in New Zealand by 10% By 2023 • % total of new sales coming from the New Zealand market (customer acquisitions)

Figure 5: Internationalisation Objectives