SSM - Blog # 2 - It’s important to indicate: Australian Rugby Union Community Rugby Strategy 2012 – 2016

The operational plan is one of the most vital elements of a strategic plan process. The implementation “represents a pattern of decisions and actions that are intended to carry out the plan” (Harrison, J. S & Caron, H 2008). Key objectives and Key Performance Indicators (KPI’s) are used to measure how successful the strategies are in the Operational Plan.  I reviewed the Australian Rugby Union (ARU) Community rugby strategic plan from 2012 – 2016. While a number of objectives were identified, there was a lack of KPI’s identified in order to measure the success of the strategic plan through its 5 year duration.

 Hoye et al. (2012) identifies strategic implementation as the “introduction of the organizations choice of competitive strategy”. It is important that through the implementation of any strategic plan, that the objectives are monitored. This can be done through the use of KPI’s. Chan & Chan (2004) identify a KPI as “General indicators of performance that focus on critical aspects of outputs or outcomes”. They allow us to measure the success of the strategic plan and they are an “excellent managerial tool for identification and monitoring of the key initiatives and projects for the strategy fulfilment” (Janes, A & Faganel, A 2013).  In ARU’s Community Rugby Strategy (2012 – 2016) , the main areas strategic objections were identified;

 

1.      Participation growth;

2.      Support for Clubs & Schools;

3.      Engage and Enthuse;

4.      Grow Community and Investment;

5.      Strategic Influence;

6.      Optimal delivery model for community rugby.

 However, in doing this there are only a few KPI’s recognised to measure the success of these objectives.  In a strategic plan of long duration, the KPI’s become even more vital. Through changes in the environment and external factors, monitoring of the different objectives will help in assisting whether they need to be revaluated. ARU Community Rugby Strategy (2012 – 2016) need to identify more quantitative KPI’s. The following could be considered:

 

Objection 2: Support for clubs & schools

·         Implementation of key figures to be monitored at individual schools (in percentages) Eg. Increase in participation in rugby programs by 5% per annum

·         An implementation of an online survey system which is carried out at specified intervals by all participating clubs/schools. Surveys could include information about participation, how programs are being received by participants, suggested improvements.

Eg. Bayswater West Primary School – To be completed 6 monthly

 Recommendation 2

Objection 3:  Engage and enthuse

·         Using a gantt chart to note short and long term KPI’s in preparation of Marketing plan for “Everyone Plays a part”

Eg. Draft of design brief – 1^st February, 2012

      Proposal of design brief – 16^th March, 2012

 Recommendation 3

Objection 5: Strategic influence

·         Create indicators that need to be reached per annum in order to reposition community rugby as ‘the investment centre’

·         Note required percentage outcomes in the different sectors that to set a goal to work towards.

 

The operational plan is used as an action plan, once it is implemented. The use of KPI’s allows the organisation to monitor success, and note any necessary changed if required. ARU should consider applying additional KPI’s into their operational plan to allow consistent monitoring over the duration of the strategic plan. The visualisation of these KPI’s will be recognised by employees, stakeholders which will show for a promising future of this sporting organisation.

 References

Chan, A.P.C. & Chan, A.P.L. 2004, "Key performance indicators for measuring construction success", Benchmarking, vol. 11, no. 2, pp. 203-221.

Harrison, JS & Caron, JH 2008, Foundations In Strategic Management, Thompson Higher Education, Mason, USA.

Janes, A. & Faganel, A. 2013, "Instruments and methods for the integration of company's strategic goals and key performance indicators", Kybernetes, vol. 42, no. 6, pp. 928-942.

Australian Rugby  Union 2011, Strategic Plan 2012 – 2016, ARU, NSW, viewed 1 November 2013, http://www.rugby.com.au/LinkClick.aspx?fileticket=ay8iuv7fJR0%3D&tabid=1482