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Winning Today With a Focus on the Future:

There is the often quoted saying that "if you are not moving forward, you are going backwards" and that is a double down in the competitive business environment of military resale. It is against this backdrop of the constant business churn inside and outside the gate and the decision by DoD to move forward with some sort of consolidation planning that the ALA Board of Directors convened a special strategic planning meeting on 20-21 February 2019. Led by ALA Chairman Marty Johnson (E & J Gallo Winery) the Board of Directors and President Maurice Branch reviewed the now and the way ahead for the ALA with a critical look at staff capabilities, fiscal realities and the skills needed to address the issues of the future. In order to best shape the discussion, Chairman Johnson initiated a member survey prior to the planning session to best guide discussions consistent with member needs and perceptions. Some of the key takeaways were:
  • The current association business model is not the ideal configuration to address future needs.
  • A new marketing strategy needs to be developed to focus on the future issues facing military resale.
  • The association needs to develop a solid succession-planning model to sustain initiatives.
  • Past success is just that ... in the past.
Chairman Johnson challenged the Board with a series of tough discussions on needs and capabilities. The thrust of this initiative was to look out 10 years to the patron and shopping experience of the future and walk needs back to today. The Chairman pointed out that this is an on-going process and strategic planning never ends. Key outcomes and initiatives will be detailed to ALA membership as they mature. more


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