American Lamb Board News

 
American Lamb Board
LONG RANGE STRATEGIC PLAN

Vision: Profitability
A unified, thriving American Lamb Industry that concentrates its resources around a prioritized and measurable plan that fosters the opportunity for profitability for all Contributors.

Mission: Value
To increase the value of American lamb for all segments contributing to the American Lamb Check-off Program.

DEMAND STRATEGIC INITIATIVE: Increase American lamb demand 10% by 2010
American Lamb Demand Goals
Key factors influencing demand for American Lamb

1.  Increase an awareness of American lamb

2.  Present a high quality image of American lamb

3.  Increase the convenience and value of American lamb

4.  Increase purchase frequency and usage of American lamb
                                                   

BUSINESS CLIMATE STRATEGIC INITIATIVE:  Protect and enhance the business climate for American Lamb
Business Climate Goals
Key factors influencing business climate for American Lamb

1.  Minimize the volatility of seasonal product sales of American lamb

2. Protect and enhance the credibility and image of the American lamb industry 
 
3.Increase American lamb production 10% by 2010

      
                        
BUDGET STRATEGIC INITIATIVE: Leverage the ALB budget
Budget Goals
Key factors influencing budget

1.  Seek cooperative marketing partners  

2.  Seek cooperative industry partners

MARKET SHARE STRATEGIC INITIATIVE: Expand markets and market share for American Lamb
American Lamb Market Share Goals
Key factors influencing market share for American Lamb

1.  Increase use of American lamb in ethnic markets
 
2.  Create preference for American lamb

3.  Increase foodservice accounts for American lamb

4.  Increase retail accounts for American lamb
 
5.  Maintain and expand export markets for American lamb
                           

  
                          
COMMUNICATIONS STRATEGIC INITIATIVE: Establish open and interactive communications with all segments of the industry

Industry Communications Goals
Key factors influencing communications

1. Keep contributors and American lamb industry partners informed

2. Engage industry in ALB programs
 
3.  Understand and respond to the needs of the American lamb industry

RESEARCH STRATEGIC INITIATIVE: Gather research data and evaluate programs
Industry Research Goals
Key factors influencing research

1. Provide American lamb industry with marketplace intelligence 

2. Monitor consumer behavior and attitudes toward American lamb

3. Evaluate the effectiveness of individual ALB programs

4. Track the return on investment in ALB programs