"Market Leadership Through Excellence": Developing A Corporate Strategic Plan With Vision

Rogers Group, Inc., is the nation's largest privately held aggregates producer (primarily producing crushed limestone and secondarily sand & gravel) and a major regional asphalt paving construction contractor. The company also has interests in building supplies and coal. Facilities are concentrated in five states in the central U.S. (Ohio, Indiana, Kentucky, Tennessee, and Alabama), with an additional location in Southwestern Virginia. At the request of its then CEO and with support from the company's ownership, Rogers embarked on a strategic planning program in late 1986 by retaining an outside management consulting firm. The ultimate goal of this program was to develop a self-sustaining strategic planning process to inject a strategic dimension into every manager's business thinking and to improve company performance. Since then, Rogers has internalized the outside consultants' strategic planning framework --initially, using it wholesale, and later, greatly streamlining and tailoring both the planning process and product to meet the specific needs of the company. Implementation of strategies developed from strategic planning has resulted in significant improvements throughout the organization. The latest product of the strategic planning effort is a company-wide (or, "corporate") strategic plan that carries the theme of "Market Leadership through Excellence". This paper provides a case study of successful corporate strategic planning by examining the evolution of strategic planning at Rogers and by summarizing the key elements of a sound planning process and product.