The Roles And Responsibilities For Strategy Implementation Marketing Essay

The following report analyses how strategy implementation is achieved. The report thus focuses on such aspects as the roles and responsibilities for strategy implementation, resource requirements to implement a new strategy for a given organisation and targets and timescales for achievement in a given organisation to monitor a given strategy. The organisation that this report will focus on is Orange Mobile Company.

Analyse possible alternative strategies relating to Substantive growth, Limited growth, Retrenchment

Market entry strategies

Merger, Acquisitions and Joint Venture:

A merger, acquisition or joint venture is probably happen when an organisation requires a solution effects for a special market. The phrase acquisition is used for the friendly buying of one company by another; also it known as takeovers, when one company takes ownership of another. This can be done by making an offer to the possessor of the prey firm or by purchasing shares into the firm and trying to take it over that way. The key reasons for acquisitions are to increase the market share in a special business so as to be the worth leader; entering into new markets make the companies’ portfolio wider and at the same time increase dangers.

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“Merger is the composition of two separate firms, as more or less equal partners” (BPP Personal Education, 2004). Companies merge equally if they have equal sizes, or if they are in same business and make same product. Companies merger unequally as well, where large a company merge with a small company. The reasons that companies merge, because they are working at a loss and that merger is the only way for the company to stay alive. Also they merge to uphold its leadership in the corporate world.

Joint venture is a venture by a partnership or a corporation to share risks or knowledge. It joint owned independent companies set by other organisation and strategic alliances are especially useful where there are powerful reasons against a full merger or acquisition.

Franchising:

“Franchising is a business plan for getting and keeping customers” (Term Paper Ware House, 2012). It is a marketing procedure for making an image in the minds of customers about how the company’s products and services can help them. It is a way for repartition products and services that fulfil customer needs. McDonalds is a good example of a franchising selection for extends in global markets.

Organic growth:

It is a strategy that a “company can achieve by increasing output and sales” (Investopedia, 2012). This barrier any profits or growth acquired from takeovers, acquisitions or mergers. Organic growth indicative the real growth for the core of the company and see whether managers have used their skills to improve the business and how well organisation has used its inside resources to increase profits.

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Substantive growth

This section looks the horizontal and vertical integrations; related and unrelated diversification. Substantive growth strategies are often applied through acquisition, merger or joint venture instead than organic growth. Franchising can provide another tool of producing external growth, but it is only likely to be applicable for certain types of business.

Horizontal integration:

It occurs when “a company acquires or merges with a competitor” (Thompson, J. L, 2009) or minimum another company operating at the same period in the added value chain. The two organisations might well appeal to various market sections instead than compete directly. Therefore, it apprehensive with matters of critical mass.

Vertical integration:

“Vertical integration occurs when a corporation becomes its own supplier or distributor” (Harrison, 2005). For example, if a shirt producer acquired a cotton textile supplier this would be known as back vertical integration; if the supplier bought the shirt producer, its customer, this would know as forward vertical integration. Back vertical integration secures resources at a lower price than competitors. Forward vertical integration secure customers or outlets and ensuring product preference and it can give a firm better control above its marketing attempt.

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Diversification:

“Diversification occurs when a company decide to make new products for new markets” (Johnson et al., 2008) There are two types of diversification. Related diversification means that they stay in a market or industry with which they are familiar. For example, a biscuit manufacturer diversifies into cake manufacture. Unrelated or conglomerate diversification is where they have no former industry or market experience. For example a food company invests in the rail business.

Limited growth

Market Penetration:

Here an organisation markets their existing products to their existing customers. This means increasing revenue by, promoting the product, repositioning or changing the brand. However, the product is not change and they do not look for any new customers.

Market Development:

Here a company market their existing product in a new market, which means that the product stays the same, but it is marketed to a new customer. For example marketing a product in a new area or sending out the product to different countries. However, the key issues are: alteration to boost attractiveness to new section or niches, new uses for a product or service and suitable for different countries with specific manner or requirements.

Product Development:

Here a company expand and plan new product to replace existing ones, and those products are then marketed to their existing customers.

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Innovation:

Innovation is linked to the three strategies describe above but it often involves more important changes to the product or service. As a strategy it can imply the replacement of existing products with ones which are actually new, as opposite to correction and which imply a new product lifecycle.

Disinvestment strategies

Retrenchment:

Retrenchment is to cut down or reduce something. Usually all companies have aim to grow their businesses but not all of them succeed and many are forced to decrease the scale and area of their business activities as an intentional act of strategy. This is known as retrenchment. They things that force retrenchment are: market reduction, unsuccessful takeovers, economic recession, and change of ownership, uncompetitive cost arrangement and poor competitive position.

Divestment:

“It is the selling off part of a firm’s operations or pulling out of certain product market areas” (Thompson, J. L, 2009) It is part of business often follow an acquisition. Divestment often occurs, when a company needs to increase money swiftly or when business is seen as having a poor strategic fit with the rest of the portfolio. There are problem with this strategy such as cost, unemployment payments, morale and politics – government.

Select an appropriate future strategy for a given organisation

Ansoff’s matrix is method that Orange Company can identify opportunities to develop a product range. There are three types of strategies that Orange Company can follow. “They are substantive growth through product development, market development, vertical integration and diversification, limited growth strategy through market penetration or market development and retrenchment” (Scribd, 2012). See Orange Ansoff’s matrix in (Appendix 1).

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Orange Company use Ansoff’s matrix because it is very useful for considering different options for growth, and suggests whether it is better to find new customers for existing products, suggest more products to the existing consumer, or stay with existing products and effort to obtain more share of the market. It helps them to consider about the risks linked with each option and it spread the risks. However, it use by Orange mobile company to identify high level strategies. The main advantage is that it takes very complex scenarios and allows for a fast and easy assessment. The product development forces their competitors to innovate and following to diversification, they gain cash or other financial advantage and it use Orange Company’s image and credit in one market to develop into another where company image and reputation could be critical components for success.

Retrenchment rotates around cutting sales and it use by Orange Company to cut costs or spend in doing the activities and they can withdrawal some product or refer that not profitable. It helps to decrease the size or diversity of Orange mobile operations. It also reduces their expenditures in order to become financially stable.

Compare the roles and responsibilities for strategy implementation

The success of strategy implementation in the new business environment strongly pivots on strong managerial leadership .Strategic leadership requires that the Chief Executive Officer holds and implement change. In so doing, the leader must do the following i.e. he/she should explain strategic intent. Strategic intent mention to the future objective of an organisation. With this regards, the leader should set out a clear vision. Organisational leaders should be conscious of the shareholder’s expectations while clarifying the strategic intention.

Team cohesion is, “the resultant of all the forces acting on members to remain in the group” (Pittsburgh, 2012), and it provides the friendships that hold a team together. The advantages are: the acquaintance of team members, effective communication, shared values and group allegiance. There are some disadvantages of team cohesion such as decrease productivity, lack of creativeness, lack of innovation and over efficiency.

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Some organisations use responsibility charting to make sure that employees are clear about their responsibilities. Responsibility charting will help them to explain any confusion and misunderstandings. Also it can identify variety of issues, including gaps in responsibility and areas where too many staffs are given responsibility for the same thing. One of the keys to successful strategy implementation is that of communication throughout the organisation. There are four types of communications, see (Appendix 2).

The advantages of having a range of roles with their own responsibilities in an organisation are many; from ensuring the business stays moral to encouraging strong communication. By having particular roles and responsibilities in an organisation is necessary in upholding appropriate records. One of the biggest advantages of having clear roles and responsibilities in an organisation is that it helps to preserve moral standards. It is the responsibility of business holders and managers, to fully understand the organisation’s standards, procedures and expectations. See the comparison of role and responsibly between two competitors Orange Company and Vodafone in (Appendix 3).

Evaluate resource requirements to implement a new strategy for a given organisation

The sustainability of Orange Company’s competitive advantage depends on the resources can be limited or substituted. When the resources are combined they can lead to the formation of competencies and capabilities. The acceptability relates to the expected return from the strategy, the level of risk and the likely reaction of their stakeholders. Feasibility will be considered to whether their company have the resources and capability to bring the strategy. Resource is an important element to organise the operational process of a company. A resource helps Orange Company to gain competitive advantage. To implement the above strategies, Orange mobile requires the following resources: human resource, financial resource, physical resource and information resource. With regards to physical resource, Orange has stores all over the world. They have stores in UK, Germany, Poland, Switzerland, Spain, France, Middle East and Caribbean, Africa and Asia. Also the company spend a lot in physical resources such as local offices between others. Physical resources play an important role of providing Orange Company with competitive advantage over its competitors. The effectiveness of strategy implementation is basis on the workers within an organisation. Employees form the biggest assets as far as new strategy implementation is worried. Orange Company has consequently looked for the finest talents and values them in order to success in implementing a new strategy. To be successful at strategy implementation Orange consider the human resource factor in making strategy occur. See (appendix 4).

With regard to financial resource Orange concerns the capability of their business to finance its selected strategy. See in (appendix 5). Also they consider to information resource, where they could keeps all information of their customer, and manage all facets of customer’s account – from policy to ordering, billing, reporting, support and network performance reporting – to maximise efficiencies and control costs.

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However, the human resource development team that the Orange Company has aim at recruiting staff members who are knowledgeable. Employee’s fulfilment also be ensured and they provide its employees with a good working environment. They reward their employees after they successfully finish their given tasks. The company also inform its employees the steps that are required in order to implement a new strategy. This enables them to achieve their tasks successfully. However, they employ supervisors to be in charge of the whole strategy implementation process. It is also important for the Orange company managers to be completely conscious of the impacts that the new strategy has on the employees.

Discuss targets and timescales for achievement in given organisation to monitor a given strategy

Orange Company is one of the leading mobile phone company .In a move to increase its customer base, Orange is betting on a global expansion strategic plan. The company has more than has operations in 10 countries across the world. The company aspires at opening new stores in such regions as in India and Bangladesh. Orange is guided by six main principles: the network quality, partners, customers, its stores, neighbourhood and shareholders.

When considering about targets and timescales for achievement of company to monitor a given strategy it is important to think about their mission statement, see (Appendix 6). With this regards to Orange mobile company, their long term targets will affect their short term targets and timescales. These short-term targets will help their company to observe a given strategy across different departments and check a number of different ways to succeed in it. One of it is main target is to enhancement its market share over the years while increasing customer’s loyalty. Orange achieves its objectives by offering new inducements to available customers. This will increase their loyalty and also attract new ones. Orange Company offers its customers with vouchers as an inducement and special offers, but the timescale of this market will be annually, and they setting up special offers during Christmas and New Year with an aim of attracting new customers.

However, the break down of strategy into smaller target and timescales allows them to stepping back and analysing the most ideal method to use, and give them the opportunity to find out the best way to achieve more. The Orange Company can consider adopting a mass marketing approach, and this will enable their company to reach out to both big and smaller customers. They introduce new products in order to improve the company’s growth. They also consider lowering prices in order to attract new buyers. Other strategies that the Orange company can adopt in order to improve customers’ loyalty and attract new ones are; improving the product quality and adding new product features, venturing into new market segments and shifting advertisement from product awareness to product conviction. See objective and schedule for Orange Company in (Appendix 7).

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Recommendation:

Orange Mobile Company should be more innovative in making product plan and that would make them more popular in marketing area, locally and internationally. Orange Company should acquisition or merges with other companies because by acquiring, other famous companies they can easily enter the marketing area in the global competition. They should improve new phone to keep the contract and should increase the minutes or text to catch the attention of different purchaser. Orange has to provide improved network coverage or more download speed or projector in mobile and it give them the opportunity to get other mobiles companies customer with batter offer. They have to understand exactly what customers want, when they want it, and in which way they want it to improve their business. Also they need find out about their customers’ purchasing habits, opinions and preferences, to fulfil their demand and to increase sales. They could change the way that they run business by improving their mission and vision statement. However, they have to improve their advertising method to attract more people because recently IPhone is one of the greatest markets regarding to their advertising, branding and network quality service.

Conclusion:

After through study, the result of this report shows that a merger, acquisition or joint venture is probably happen when an organisation requires a solution effects for a special market. Substantive growth includes horizontal and vertical integrations; related and unrelated diversification and it is often applied through acquisition or merger. Franchising can provide another tool of producing external growth, but it is only likely to be applicable for certain types of business. The strategy implementation is a critical and complex component of strategic planning process. Strategy implementation refers to the stage at which the decision strategy is put into action. The main purpose of strategy implementation is to ensure that the strategies that are formulated are indeed working in practice. Also the report shows that the mobile industry has already extended all over the world and Orange mobile is a market leader in the mobile industry.

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