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Learner name
Assessor name
Date issued
Completion date
Submitted on
9.11.2015
26.12.2015
26.12.2015
Qualification
Edexcel BTEC Level 4 HNC Diploma in Business Unit-8 Business Strategy A/601/0796
Assignment
title
In this assessment you will have opportunities to provide evidence against the following
criteria. Indicate the page numbers where the evidence can be found.
Criteria
reference
1.1
Task no.
Evidence
2.1
2.2
2.3
2.4
3.1
3.2
4.1
4.2
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are
fully acknowledged.
Learner signature:
Date: 26.12.2015
Task 1
Business Profile
Vision
To become the leading body kit workshop, holding most of the market share
in Myanmar
Mission
To train the staffs skill systematically to open one new branch in 2016
Objective
years.
1.1 Explain strategic contexts and terminology-missions, visions, objectives, goals, core
competencies
Vision
Vision communicates what organization believes are the ideal conditions for the
community. Vision is generally described by one or more phrases or vision statements,
which are brief declarations that convey the community's dreams for the future. By
developing a vision statement, organization makes the beliefs and governing principles
of organization clear to the greater community (CTB, 2010). In general, vision statements
should be:
Easy to communicate
Mission
Developing mission statements are the next step in the action planning process. An
organization's mission statement describes what the group is going to do, and why it's going
to do that. Mission statements are similar to vision statements, but they're more concrete,
and they are definitely more "action-oriented" than vision statements (CTB, 2010). Some
general guiding principles about mission statements are that they are:
Inclusive.
Objective
Once an organization has developed its mission statement, its next step is to
develop the specific objectives that are focused on achieving that mission. Objectives refer
to specific measurable results for the initiative's broad goals. An organization's objectives
generally lay out how much of what will be accomplished by when (CTB, 2010).
Goals
Core Competencies
Planning
Planning is the process of deciding what should be done, how and when it should
be done and who should do it (BPP, 2010). Planning is one of the four main functions of
management, Planning, Leading, Organizing and Controlling. It is an organizational
management activity that is used to set priorities, focus energy and resources, strengthen
operations, ensure that employees and other stakeholders are working toward common
goals, establish agreement around intended outcomes/results, and assess and adjust the
organization's direction in response to a changing environment. As a business, the strategic
planning should be done to formulate strategy, implement strategy, evaluate the process
and keep the process right on track.
There are three stages in strategic planning which are
1. Analysis on the current state
This step is the process of taking analysis on the external and internal environment.
The internal analysis like SWOT analysis and the external analysis like PESTLE
analysis take place in this step in order to make visions, missions and objectives.
2. Defining the future state and determination of objective and strategies
This stage is choosing the vision, mission and objective statement for the
organization.
3. Implementation and evaluation
This step is to implement and evaluate the plan.
SWOT analysis
SWOT, which stands for strengths, weaknesses, opportunities and threats, is an analytical
framework that can help the business face its greatest challenges and find new markets.
The SWOT analysis enables organizations to identify both internal and external influences.
SWOT's primary objective is to help organizations develop a full awareness of all the factors
involved in a decision (Taylor. F, 2010).
7s Framework
7s framework is a model of organizational effectiveness that suggests that there are seven
internal factors of an organization that need to be aligned and reinforced in order for it to
be successful. The 7S Model specifies seven factors that are classified into "hard" and "soft"
elements. Hard elements are easily identified and influenced by management, while soft
elements are indistinct, more intangible and are influenced by the corporate culture. It
includes shared value, strategy, structure, system, staff, style and skill (BPP, 2010).
Porters five forces analysis
Porters five forces is a model introduced in 1979 by Michael Porter and used by companies
for industry analysis and corporate strategy development. This theory is based on the
concept that there are five forces that determine the competitive intensity and
attractiveness of a market. Porters five forces help to identify where power lies in a
business situation. This is useful both in understanding the strength of an organisations
current competitive position, and the strength of a position that an organisation may look
Strategic Planning
Strategic planning is the managerial process of developing and maintaining a strategic fit
between the organizations objectives and resources and its changing market opportunities.
According to BPP, 2010, there are three elements of strategic decision. They are:
1. Context: the environment within which the strategy operates and is developed
The BCG Model is based on the product life cycle theory that can be used to determine what
priorities should be given in the product portfolio of a business unit. To ensure long-term
value creation, a company should have a portfolio of products that contains both high-growth
products in need of cash inputs and low-growth products that generate a lot of cash. It has 2
dimensions: market share and market growth. The basic idea behind it is that the bigger the
market share a product has or the faster the product's market grows the better it is for the
company.
Grand Strategy Matrix is an instrument for creating different and alternative strategies for
an organization. Grand matrix has four quadrants; each quadrant contains different sets of
strategies and the entire firms along with their respective divisions must fall in one of the
quadrant (Mba-lectures.com, 2015).
The product life cycle includes four stages, the introduction stage, the growing stage , the
maturity stage and the decline stage.
When an organization has developed a product successfully, it will be introduced into the
national (and international) outlet. In order to create demand, investments are made with
respect to consumer awareness and promotion of the new product in order to get sales going.
In this stage, there are few competitors and the profit is low as well. The company must
develop many promotions in order to get customer awareness.
In this stage the demand for the product increases sales. As a result, the production costs
decrease and high profits are generated. The product becomes widely known, and
competitors will enter the market with their own version of the product. In this stage, the
business need to keep on spending more on the promotion.
In the maturity stage of the Product life cycle, the product is widely known and is bought by
many consumers. Competition is intense and a company will do anything to remain a stable
market leader. This is why the product is sold at record low prices. Also, the company will
start looking for other commercial opportunities such as adaptations or innovations to the
product and the production of by-products.
At some point, however, the market becomes saturated and the product is no longer sold and
becomes unpopular. This stage of the Product life cycle can occur as a natural result but can
also be stimulated by the introduction of new and innovative products. In this stage, the
business can either keep on supplying the remaining few loyal customers or extend the life
cycle by creating something new.
Our company, A-Unit, uses the Grand Strategy Matrix and the Ansoff Matrix
Task 2
SWOT Analysis
Strength
Its been three years since the establishment of A-Unit, and thus, the business is already
settled in the market with decent number of loyal customers. Throughout these three years,
we have gained a satisfactory level of brand awareness within the market, as well.
Weakness
The development of new modification customer is slow because most of the car owners use
their car for only driving purpose. Most of them are not interested in car body modification
and customization and some dont even know about it. Another weakness is that the
shipping cost is higher than the competitors because our car body kits are directly imported
from Malaysia. The body kits by our competitors are mostly imported from Thailand and so,
they can sell with lower price.
Opportunity
As mentioned in strength, the A-Unit has already settled in market and already held a certain
amount of market shares. The market size of the industry is small and thus, it is hard for the
new entries to enter our market.
Threat
The exchange rate of Myanmar currency is not stable. Since A-Unit purchases from our
suppliers with foreign currency, the exchange can be the cause of our loss or profit.
7S Analysis
Strategy
After fitting the body kit the workers must report to the technicians and the
technicians let the boss know that they will start their paint job. After the assignment is
finished the CEO let the marketing manager to inform the customer that their project has
done.
Systems
The shop open at 9 am and we start cleaning our shop area and finish the paint join
the morning when the temperature is cool and fit the body kits after lunch break. And we
check the mail and Facebook to reply our customer question and to order new body kit from
Malaysia.
Style
We usually use the autocratic leadership style to the staffs and to the technicians.
Skill
As our company is service center, the skill of the employee must qualified and the
skills must be kept updated.
Staff
As we are providing the service to our product (Body kits), we use well experienced
staffs from J-Emotion in Malaysia.
Shared Value
Grand Analysis
2013 2012
2012
240230
230
x 100%
x 100%
= 4.3%
Market Growth in 2014 =
=
2014 2013
2013
220240
240
x 100%
x 100%
= - 8.3%
Market Growth in 2015 =
=
2015 2014
2014
230220
220
x 100%
x 100%
= 4.5 %
According to the research, the market growth is on the margin and it is found that quite
slow. It can said to be slow market growth. This is dependent on the customers awareness
and the policy changes by the government. The customers awareness take the important
role on the profitability of the business as well as governments policy. The competitors are
also a factor that affects the market growth of the business, yet with proper promotion, it is
believed to increase the market growth rate.
Political
Since A-unit operates in Myanmar, the impacts of the changes and the decisions by Myanmar
Government shapes the business as well as the market size of the business. The main
advantages by the government after 2010 is that they have given the citizens permit to import
the Automobile and machinery parts with lower tax than the former government. This make
Myanmar citizens easier to buy the cars from foreign countries such as India, Germany, Korea,
and America and especially from Japan. The release of sanction system from America and
European countries makes the Automobile companies from there more interested in
Myanmar Car Market. Since A-Mobile is the car body modification workshop, the more
income of these automobile companies, there will be bigger automobile market and the
bigger automobile market means the greater chance for our business to grow fast. However,
the stability of the political situation is threatening the automobile businesses which are
tempting to invest in Myanmar. Hopefully, the stability of the political may be ensured after
the new government in 2016.
Economic
In our car parts trading and servicing industry, the economic factors are the main factors
which make one brand from another. Since our car modification kits and paints are directly
imported from Malaysia, the shipping fees and currency exchange rate is the main problems
that are deciding whether our business gets profits or loses every months. We use the quality
guarantee auto parts, and thus, the price of the parts are already higher than the parts that
our competitors sell. According to our research, most of our competitors import the Auto
parts from Thailand. Therefore, the shipping fees and the taxation rate are much lower than
our products. To have the competitive advantage, our business need to find a way to import
the parts with less cost way.
Social
In Myanmar, although the trend of modifying the car has been increasing, there are still few
in the market trend. It means, the market size of this industry in Myanmar, exactly in Yangon
is still small compared to the total car owners and we are dependent on those car
modification lovers. If we have to increase the market size, we have two options, either to
find a new market or to raise the trend by making more automobile customization
competitions, shows and other fairs in co-operation with other businesses.
Technology
At A-unit, ordering the car body kits from our supplier is done via E-mail technology.
According to the Myanmar Government, the use of e-mail service is banned until 2008. We
are entirely dependent on the Facebook page since it is the most popular and widely used by
most of our target customers. And so, we are using a part of our funds on advertising agencies
via Facebook.
In addition to the media and advertising works, we also use technology as an additional
feature for our guests and the customers. We provide a Wi-Fi hotspot for our customers in
our workshop area to spend the waiting time. We use the intranet portal system, so that we
can take a brief surveys from our customers and keep track of their needs, satisfactions and
suggestions.
Legal
Governments laws and regulations are usually which indirectly have impact on our business.
For example, we used to provide the Power Exhaust installation service but the sales of the
Power Exhaust after the regional government has stated the law that restrict the Power
Exhaust cars. As well, most of the projects we have deals with customers are the sports car
owners and later when the government no longer permit the import of two door and sports
cars, there is a threat that would affect the development of our market size.
Environmental
Since the workshop is located in the residential area, the noise, scent and the disposals from
car painting process are the main problems dealing with the neighboring residences. We need
to focus on overcoming this problem, or otherwise, we will even be forced to close the
workshop.
Porter 5 Forces
Overview
The following are the intensities of the five forces in influencing A-Units business:
The A-Unit has the competitors and most of them are likely to aggressive. The followings
are the factors affecting the A-Units Rivalry force
Since the price is not fixed, the pricing of the competitors will be different form A-Unit. If
the customer thinks the competitors products are cheaper, there is a risk that they will
move onto the competitors. High exit barrier means that the competitors will rather keep
competing with A-Unit than to close their business, because of the high costs and
investments. The market growth of the current industry is slow because the body kits
and body customization can be considered as luxurious. And most of the people do not
know about customization.
In the customer factor, A-unit has few customer in the Yangon Market.
Great difference in product and price between the A-Unit and the competitors
(Moderate Force)
A-unit is working with the installation of the body kits from Malaysia and J-Emotion is the
only supplier of our business.
A-Unit feels the effects of new entrants on its industry environment. The impact of
new firms is considered in this aspect of the Five Forces analysis. The external factors
that contribute to the weak threat of new entrants against A-Unit are as follows:
There are the great barriers to enter this industry since the establishment cost is high. The
market is also small that some big workshops already occupied most of the market shares.
Therefore, the thread of new entry is weak for A-Unit workshop.
Experiences the effects of the substitutes to its products. This aspect of the Five Forces
analysis refers to the extent substitution threatens firms and the industry environment.
Other modifications Audio system modification, alloy modification
If the customer do not do the car body modification, the other option is to do the audio
system modification and alloy modification. The price and performance is completely
different from the body modification giving the different satisfaction and cost differently.
Therefore, the price and performance of the substitutes can affect moderate force on AUnit. The modification of the substitutes instead of body modification is also not usual for
the customers, therefore, the buyers propensity is also moderate force.
Neighbouring Families
Staffs
Government
Suppliers
Customer
Owner
Managing Director
Investor
In high power, high interest grid, the owner, the managing director and the
investors are included. The owner is interested in the profitability, popularity, good
reputation and the extension of the business. The managing director is interested in the
improvement of the profitability and to manage the resources efficiently and effectively.
The investors are interested in the survivability of the company, profitability and safety of
their investments.
In high power and low interest, there are supplier and the customers. A-Unit is
highly dependent on their only supplier and thus, the supplier has high power on the
business. Therefore, we need to build good relationship and in return they also provide
just-in-time supply to our workshop. Over the years since our establishment, our
customers play a great role in the survival of our workshop. The customers have great
power and their choice have great impact on the profitability of our workshop.
In low power, low interest panel, the neighbouring families are included.
Neighbouring families are one of our stakeholders as our workshop is located in the
residential area. Neighbouring families are interested in the effect of our workshop to the
environment such as, noise and disposal.
We put staffs in the high level of interest and low power box because most of them
are blue collar staffs and all they interested in are salary and job security.
3.1 Analyse possible alternative strategies relating to substantive growth, limited growth
or retrenchment
Limited Growth
Possible Strategies
1. Market penetration
2. Market development
3. Product development
Retrenchment
Possible Strategies
1. Organic growth
2. Licensing
3. Franchising
4. Strategic alliances
5. Merger
6. Acquisition
1
A-Unit uses the Limited growth strategy, therefore, Market Penetration, Market
Development and Product Development is suitable alternative strategies for the business.
Analysis
SWOT analysis
Strategy
According to the swot
Market Penetration
Market Development
Market Penetration
Market Penetration
Evaluation of Strategies
Strategies
Penetration
Market Development
JV with Alph
Workable
10
Return to company
Organizational Culture
10
Financial Availability
Resource Availability
Risk Involve
Cost Involve
Duration of Application
Total
64
49
48
According to the Evaluation, Market Penetration is the most suitable strategy for A-Unit.
Suitability
For the suitability of the strategy, A-Unit has changed the organizational structure
from centralized to function and culture from task to role.
Acceptability
After presenting the proposed strategies, most of the stakeholders didnt agree the JV with
Aleph because they think it is risky and market development in Mandalay because it is costly
and risky. Therefore, it is found that market penetration is the most acceptable strategy.
Feasibility
According to the analysis, what market really need is to create demand. Therefore, we need
to do more exhibitions and race shows.
Task 3
We formed a special strategy development team for strategy implementation and the team
includes, the owner and the managers. A-Unit hired a Finance Manager and the Marketing
manager for the new strategy and the organizational structure as well the culture changes.
New Missions
New Objectives
These are the areas that we make changes in our current mission and objectives to make new
mission and objectives. We make changes in mission and objectives so that it become more
Action
Period
Other
Person in
Main
Resource
Charge
Accountable
Person
Advertisemen
29th
3,000,000
Time,
Marketing
Marketing
month
t Campaign
February
Kyats
Finance,
Departmen
Department
Human
t Director
2016
Resource
s
4
Exhibitions
15th
30,000,000
Time,
month
and Race
Decemb
Kyats
Finance,
Events
er 2016
Owner
Operation
Department
and
Human
Resource
Promotional
31th
2,000,000
Time,
Marketing
Marketing
month
Campaign
Septemb
Kyats
Finance
Departmen
Department
and
t Director
er 2016
Human
Resource
1
Review and
30th
month
Evaluation
Time and
Finance
Research
Novemb
Human
Manager
and
er
Resource
Developmen
t Team
1
month
Final Report
31st
Time and
Finance
Research
Decemb
Human
Manager
and
er
Resource
Developmen
t team
According to the resource requirement plan, we have total of five task to do which are to do
advertisement campaign, to host race event and exhibition event, to make a promotional
campaign, to do review and evaluation and finally, to do the final report. The whole process
is to be done within twelve months. According to the resource requirement plan, we have
total of five task to do which are to do advertisement campaign, to host race event and
exhibition event, to make a promotional campaign, to do review and evaluation and finally,
to do the final report. The whole process is to be done within twelve months. For the
advertisement campaign, the due date is 29th February 2016, the budget for this event is
3,000,000 Kyats, the other resources needed is time resource and human resource. The
person in charge for this event is marketing department director and the main accountable
person is also him. For the Exhibitions and race events, the due date is 15th December 2016,
the budget for this event is 30,000,000 Kyats and owner take responsibility for this event. The
other resources needed is time and human resource. For the promotional campaign, the due
date is 31th September 2016 and the budget for this event is 2,000,000 Kyats. The other
resources needed is Time and human resource. The main responsible person is marketing
department director. Another task is to make review and evaluation report and the due date
is 30th November. The resources needed is time and human resource. The finance manager
is the main accountable person and we have research and development team. They will
continue to carry out the final report which due date is 31st December 2016. The resource
needed is time and human resource.
Activity
Description
Advertisement
Proceeded
Time Duration
Acitvity
(month)
Staff Required
12
Promotion
Campaign
B, D
campaign
B
Exhibition and
race
Review
E
Evaluation
Report
and
ABE=5+3+1=9 Months
ACDE=5+1+1+1=8 Months
12
From March to July, we will be making an advertisement campaign for the brand awareness.
In January, February October and December, the exhibitions and races will be held by the
sponsorship of A-Unit. There is a promotional campaign in August and September and the
review and evaluation of our strategy will be analysed in November. The final report for the
effectiveness of the strategy throughout the whole year will be done by December.
References
QUALIFICATION
UNIT
BATCH CODE
UB-03-2014
ASSESSOR NAME
LEARNER NAME
Learner Signature:
Date: