2. Summary
In the windscreen repairing industry Autoglass has shown surprisingly pleasant job in satisfying
the customers and provision the foremost productive windscreen replacement or fixing service.
Based on the case Autoglass has won over 92% of the customer’s heart. Autoglass has become
the foremost the effective windscreen repairing and restoring service providing association as
contrasted to the banks and alternate service suppliers.
From the beginning to the current day Autoglass focused on the obligations related with
matching the claims of the customers and additionally the mode of providing services in a low
price. Autoglass maintains a delightful affiliation between the customers and staff.
Autoglass is truly the market leader among other organizations in the industry and that they are
growing in a very steady pace. They presently have 500 branches that aid the customers in the
Europe. It would be best inferred that Autoglass is in a strong position in Nursing than
alternative options within the screen replacement industry and they are ready to face future
problem in an passing capable manner.
1
3. Contents
Summary ......................................................................................................................................... 1
Task 1 .............................................................................................................................................. 3
1.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS, OBJECTIVE, GOALS
AND CORE COMPETENCIES OF AUTOGLASS .................................................................. 3
1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC PLANNING IN
AUTOGLASS ............................................................................................................................. 4
1.3 EXPLAIN MINIMUM THREE PLANNING TECHNIQUE FOR AUTOGLASS............. 7
Task 2 ............................................................................................................................................ 10
2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS ............................... 10
2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS USING AT LEAST
TWO APPROACHES .............................................................................................................. 11
2.3 EXPLAIN THE SIGNIFICANCE OF STAKEHOLDERS’ ANALYSIS IN RELATION
TO AUTOGLASS .................................................................................................................... 13
Task 3 ............................................................................................................................................ 14
3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO
SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT ................ 14
3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS ................... 17
Task 4 ............................................................................................................................................ 19
4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY
IMPLEMENTATION OF AUTOGLASS ................................................................................ 19
4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW STRATEGY
FOR AUTOGLASS .................................................................................................................. 19
4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR AUTOGLASS
TO MONITOR A GIVEN STRATEGY .................................................................................. 20
Conclusion .................................................................................................................................... 20
References ..................................................................................................................................... 21
2
4. Task 1
1.1 EXPLAIN
THE
ROLE
OF
STRATEGY,
MISSION,
VISIONS,
OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS
Autoglass Company Mission: Target of a business depends on the state of affairs and endeavor
pointers the workers have to be compelled with accordingly, and to perform to achieve the
objectives of the association (Gómez, L, & Ballard, D., 2013). The foremost focus of the
Autoglass business is on the customer’s approval and only windshield refurbishing services to
the customers (Autoglass Company). Missions of a business guides to the vision of the
organization.
Autoglass Company Vision: Vision of the organization in service industry is that the larger and
broad intentions associated to nurturing the aim that associate the association to aim to win by
missions and setting goals and achieving objectives (Gómez, L, & Ballard, D., 2013). The dream
of The Autoglass is to help the customers with efficiency and consign wholeheartedly the finest
degree of fulfillment to the customers (Autoglass Company). The dream of aiding the customers
with responsibility will lead Autoglass to become a more successful service organization in the
industry.
Autoglass Company Core Competency: Core ability of a company that summarize the
organizations missions and visions. Maintained the case of Autoglass, it has the core proficiency
to revive or rectify any weakened windscreen of any kind (Autoglass Company).
Role of Strategy of Autoglass: This summarizes, in essence, the comprehending of a company
(Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky.2009). Autoglass has assembled
their functions in theme creating in an exceedingly approach that the designs maintain an
unquestionable time span central the execution (Autoglass Company).
Objective and goals of Autoglass: The foremost aim of Autoglass is to direct their customers
by replacing broken windshield of any vehicle. The aim of Autoglass is to pattern their enterprise
augment and help the worldwide individuals (Autoglass Company). They are expanding their
enterprise by being triumphant the hearts of the purchasers.
3
5. 1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC PLANNING
IN AUTOGLASS
In association to determine the strategies and demand of the customers there are some crucial
affairs that have got to be suggested. Autoglass is putting their aim on the customer’s fondness
and clientele service. They have come to the largest satisfaction degree in the service commerce
just by refurbishing the windscreen in a cost productive way.
In alignment to rendezvous with the affray Autoglass should be customer oriented (Kupritz, V. &
Cowell, E., 2011). Granted the position in the case we can enquiry the comparable benefits of
Autoglass.Supported within the case, Ansoff’smodel helps to line up the comparable benefits
(Wheelen& Hunger, T.L. &J.D., 2013).
Autoglass’s Competitive Advantage: Autoglass delivers the foremost the best service of
restoring or repairing windscreens. They are delivering distinct services to the customers
applicable to windscreens and conceiving an enormous share of the market (Wheelen& Hunger,
T.L. &J.D., 2013). As the use of automobile is growing day by day, Ansoff’s model will
facilitate Autoglass to find out their comparable edges (Ivanauskiene, N, &AuruskevicieneV.,
2009).
Ansoff’s model of product development recommends four alternatives. Supported the situation
and enquiry we have a tendency to incline to get that Autoglass is increasing its market bit by bit
and has the potentiality to serve extra (Wheelen& Hunger, T.L. &J.D., 2013). They are
consigning services to over a million customers having bothered with their windshields.
ThusAutoglass can facilitate customers with their recommended products and with varied
services. These four distinct procedures face distinct styles of risks (Arazy, O, &Gellatly, I.,
2012). The strategies are:
i.
Market penetration: A market scheme herewith a business seeks to identify larger
dominance in the market all through which they currently are giving (Melody, Y. &
Kevin, H., 2000). This design normally focuses on apprehending a larger share of aide
degree living market. All through this part Autoglass will boost its market segments by
business an allotment of their merchandise and apply a allotment of customers.
4
6. ii.
Product development: New product could be introducedwhich will complement the
existing product. Though this alternative includes a vital handicap. If the customers do
not interpret the service in a proper way as designed, Autoglass would most likely end up
losing customers.
Existing Product
Existing
Product
New
Product
Market
Penetration
New Product
Product
Development
Market
Development
Diversification
Figure: Ansoff’s Model
iii.
Market development:
Autoglassis the market leader in the windscreen replacing industry. So, they could go for
boostingAutoglass extensively and guarantee to attain new customers to enlarge their
market share.
iv.
Diversification:
Autoglass has the potentiality to construct a portfolio that may unfold the problems and
reduce the decline of economic gain from other sectors.
Autoglass is on top in the industry. In alignment to their position they could boost the market
share with a stable strategy of convincing every present and newcustomer (Grant M. R., 2010).
5
7. Autoglass have to be compelled to set a three years development plan according the Ansoff’s
development type to steer the target.
Definition of Top-Down and Bottom-Up
Informal Planning:
Casual conceiving is that the methods while the supervisor or foremost of a assembly develops
an inspiration with no one accepted structure and rigid associations (Grant M.R. 2010). Certain
as blasting instant things managers use this approach while it's conditionally important to
conceive any prescribed structure of close to up with or the timeline for conceiving isn't
adequate. It’s significant to command short allowance objectives of the organization.
Top-Down:
It is essentially the breaking down of a theme to understand insight within the sub-themes (Grant
M. R., 2010). Autoglass is thriving in this approach in their development which they' are doing
attractive shrewd in following this approach.
Bottom-Up:
It is that the piecing of systems to produce increase to supplemental clear systems, so conceiving
the first systems, sub-systems of the presenting system (Grant M. R., 2010). Autoglass is
pertaining this approach in their service development to convince the customers and they are
victorious in exploitation of this approach.
Behavioral Approach for Autoglass:
Autoglass ought to approach central the top-down method in alignment to capitalize their assets
and to handle the affray inside the future. Autoglass could be a growing enterprise central the
enterprise and therefore the service they're undertaking won't be decent for them to comprise on
to the location interior the market. They have to arrive to up with some expansion for his or her
merchandise and market in alignment that they could a wide-ranging marketplace for the
purchasers.
6
8. 1.3
EXPLAIN
MINIMUM
THREE
PLANNING
TECHNIQUE
FOR
AUTOGLASS
In order to nurture the industry Autoglass can use three techniques, and they are:
1. BCG Growth Share Matrix
Autoglass would possibly mark their products in such approach whereas they can
differentiate their services and sustain synchronization among the service portfolio
(Wheelen& Hunger, T.L. &J.D., 2013). It will facilitate Autoglass to selection out only
once and whereas they might invest throughout a replacement to extract all the revenues
possible from the service.
The strategies are:
STARS
The star products are to turn into cash cows management will accumulate earnings from
the
project.
This
strategy desires high
allowance of
money and furthermore the
organization desires to figure out the flow of money among the business.
CASH COWS
From the matrix, we are able to perceive that the products that has stopped growing
however still retains a huge amount market share will provide a steady earning.
DOGS
Once the products begin to misplace its market share then the development rates decline
and therefore the products falls into decline stage. The organization has to be compelled
promptly.Management ought to minimize any pointless spending.
QUESTION MARKS
The products that has place along the hazard of being a dog products if it does not flip in
any financial gain.
7
10. 2. Strategic place & activity evaluation Matrix (SPACE)
Autoglass might use the SPACE matrix to conduct study on the market and realize ways
in which to serve the market (Kotler, P., 2000). SPACE matrix has four distinct quadrants
that assemble the association’s position and along the course of undertakings (Wheelen&
Hunger, T.L. &J.D., 2013). Autoglass is in very mighty place in the market. So, they got
to use the hard-hitting ways in which to accumulate over the market and it will facilitate
in determinative the SWOT of the corporation.
3. Profit Impact of Market Strategy (PIMS)
PIMS may possibly be a rather cooperative method to extract information from the
information database and support the principles that might be undertaken to grasp
comparable advantages. Autoglass would possibly sustain people service information in
alignment to research their values and designing method in order that they will keep
pathway of their accomplishment and implementation of the methods.
9
11. Task 2
2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS
SWOT Analysis
Strengths
Windshields provide visual clarity.
Autoglass provides high quality products at low cost.
Weaknesses
Lack of advertisement is present.
Strengths
1. Visual Clarity
2. Low Cost
Opportunities
1. New Product
2. Growth Rate
SWOT
Weaknesses
1. Advertisement
Threats
1. Geographic Location
2. Government Policy
Opportunities
Autoglass has potentiality to increase the growth rate in a limited time period.
Development of new products creates new opportunities.
10
12. Threats
Government policies shape the business environment.
Operation in unnecessary locations is loss of capital.
2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS
USING AT LEAST TWO APPROACHES
In order to address the industries attractiveness PESTLE analysis is undertaken. Corporations
can maximize prospects and minimize threats by finishing up PESTLE analysis (Kotler, P.,
2000). Thus to work in associated business there are variable conditions that ought to be thought
of (Automotive Industry, 2013).
PESTLE analysis:
Political
Government stability is looked for to make the future strategies.
Political climate helps to determine the attractiveness of the business.
Taxation policies affect the business.
Economical
The want for replacing windshield.
Purchasing capacity of buyers in the industry.
Socio-cultural
The decision to own an automobile.
Buyer’s lifestyle and preferences are important to make the portfolio.
Technological
Technology of windshield manufacture.
Technology relating the designs.
11
13. Legal
Employment and consumer law is extremely emphasized.
Law regarding safety measures.
Environmental
Some things are beyond control of the organizations such as weather, climate and climate
change.
Porter’s five forces investigation assists the management to work out and realize the general
context of the industry (Automotive Industry, 2013).
Porter’s five forces are:
1. The threat of new entrants
Government Policy: The policies made by the government can limit the entry of new
organizations.
2. The bargaining power of customers
Purchasing Industries Purchase Behavior:The buyers purchasing behavior is
expressed at the time of purchase. The threat of substitute products
3. The threat of substitute
Prices: prices play a significant role in attracting the customers.
4. The amount of bargaining power suppliers
Purchasing Industries Purchase Behavior: In this industry the companies gives order
on large amount of products and purchases huge quantity.
5. The intensity of the competitive rivalry
Capacity: In order to increase capacity the organization has to build large manufacturing
plant that will run at full capacity to minimize cost.
12
14. 2.3 EXPLAIN THE SIGNIFICANCE OF STAKEHOLDERS’ ANALYSIS IN
RELATION TO AUTOGLASS
The stakeholders’ grid:
Figure: Stakeholders’ Grid
1. Promoters: It defines the stakeholders who leverage the ways and what is more has high
interest.
2. Latents: It defines the stakeholders who leverage schemes however has less interest.
3. Apathetic: It defines to the Stakeholders who has less interest and rarely leverages the
ways.
4. Defenders: It defines the stakeholders who have less influence within the strategy
creating but has high interest.
13
15. Task 3
3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING
TO
SUBSTANTIVE
GROWTH,
LIMITED
GROWTH
AND
RETRENCHMENT
Market Entry Strategy
Organic Growth: When an enterprise association accomplishes development over its own
enterprise that is as equal because the starting of the organization, it's renowned as organic
development. It omits any development that's profited by pacing into the other enterprise or
amalgamation or acquisition.
Merger: Merger is that the method by two enterprises gets united. The start of Autoglass was
through such amalgamation.
Acquisition: This is the procedure where one exact enterprise buys another entire enterprise and
groups up itself because the proprietor. Throughout this procedure 100% or near 100%
ownership desires to be arriving by.
Strategic Alliance: This is the tactic while 2 or more businesses acquiesce upon kind of
widespread objectives and share every other’s assets to fulfill those objectives. This approach is
wholeheartedly a concept that stays between the idea of organic development and joining or
acquisition.
Licensing: It is the design through that a mother enterprise (licensor) allows another enterprise
(licensee) to use its trademark and deal the merchandise or services on the groundwork of
affirmations on many time spans. The time span embraces the authorizing ascribe that desires to
be paid to the licensor.
Franchising: It is the way, through that an enterprise earnings from the correct to use another
company’s trademark, enterprise kind, methods while the franchisor provision the correct to the
franchisee. For getting market share overseas, Autoglass may use this approach by circulation
franchises in distinct locations.
14
16. Substantive Growth
Horizontal Integration: In degree integration an enterprise diversity or arrives by yield facility
of affiliated or complementary merchandise (Melody, Y. & Kevin, H., 2000). Occasionally it's
going to additionally happen that a company buys one amidst its competitors and pattern
integration. Autoglass would likely pattern such integration by connecting with alternate output
that's affiliated with its dwelling merchandise.
Vertical Integration: In integration a business connections with the enterprises or partners of
the offer string of connections and in some situations all the partners of the string of attachments
comprise below one proprietor (Melody, Y. & Kevin, H., 2000). Autoglass would possibly
employ into integration by connecting with the suppliers and vendors.
Related Diversification: When an enterprise elaborates its enterprise with some diversification
inside the house line of merchandise (Isen, Alice M., 2012). The new productions rectangle
address alike to the current merchandise.
Unrelated Diversification: It is the procedure one time and enterprise new workers into
diversification by injecting new merchandise and services that does not accept as factual the
house merchandise (Isen, Alice M., 2012).
Limited Growth
Market Penetration: It means that penetrating the comparable market by giving comparable
worth against the worth of the competitors (Isen, Alice M., 2012). This approach is committed to
instantly strike the competitors by benefiting their customers. It’s normally utilized to complete
sales development.
Market Development: It suggests that aiming at new person’s stages and appealing the nonbuying customers of that segment. It assists to continue the market share by supplementing new
part of shoppers (Melody, Y. & Kevin, H., 2000).
Product Development: It means that developing new merchandise that do not exist presently
and so appealing customers to get an allotment of diversity of merchandise or services (Melody,
Y. & Kevin, H., 2000).
15
17. Innovation: It proposes that searching out a solely new would like of the shoppers inside the
market and innovating replacement merchandise or service to rendezvous that require (Melody,
Y. & Kevin, H., 2000).
Disinvestment:
Retrenchment: A topic utilized by businesses to scale back the variety or the last size of the
methods of the business (Isen, Alice M., 2012). This design is generally utilized so as to slash
prices with the aim of altering into an added financial steady enterprise.
Turn around: Turnaround may be a technique dedicated to enterprise renewal. It utilizes
enquiry and progressing to save caused anguish companies and comes back them to economic
condition. Turnaround management enlists management rethink, undertaking founded mostly
cost accounting, source malfunction determinants investigation, and SWOT enquiry to work out
why the enterprise is lowering short (Isen, Alice M., 2012). So as to pattern a comeback interior
the enterprise associations got to verify the groundwork of the adversities and sustained those
adversities they have to pattern up new methods and measures to trounce those matters.
Liquidation: When a firm is terminated or bankrupted, its assets rectangle assesses documented
and furthermore the enhancement buys creditors. Any leftovers are then transfered to
shareholders. Liquidating a firm is that the final phase of the firm’s survival (Isen, Alice M.,
2012). If no alternate concepts befit the associations then it should deal its assets then ante up the
shareholders and stakeholders.
Divestment: The method of departure of buying into. Furthermore cited to as divestiture, it's
conceived for either economic or communal goals. Divestment is that the converse of buying
into (Isen, Alice M., 2012). It the tactic of forcing out the assets operational and affirmations
those to rendezvous the gap within the monetary activities and so as to liquidate the association
divestment is significant for any association.
Porter’s Generic Strategy
Michael Porter processed the ways that are helpful in business. Corporations can use these ways
that to realize comparable advantages (Kotler, P., 2000).And they are:
16
18. 1. Overall Cost Leadership
2. Differentiation
3. Focal Point
Overall Cost Leadership
Creating a low cost of operation within the niche of the organizations business sphere (Kotler, P.,
2000).From the case it might be deduced that Autoglass is going after cost leadership scheme
that permits them to produce services in the smallest charges. It is advantageous to attract a large
amount of buyers and go in within the new market.
Differentiation
Cost leadership alone is not adequate to facilitate a business to increase its market share (Kotler,
P., 2000). Differentiation is necessary to appeal the customers with distinct services. The
Autoglass is giving 24/7 purchaser services to differentiate them from the others.
Focal Point
To speed up the organizations growth within the industry firms ought to aim to specific goals
(Kotler, P., 2000). Autoglass is focusing in aiding the customers and great pleasure them for his
or her cash worth. Autoglass has become the foremost creative windscreen repairing or
substitution service supplier.
3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS
In alignment to perplex the market segment, Autoglass needs new notions and new parts which
can be cooperative for them to flourish in the market. So contemplating future conceive they can
investigate their market need and arrive to up with some development of the new merchandise to
diversify their services and apprehend a new market segment.
17
19. Autoglass should be following the vertical integration conceive to augment their enterprise.
Autoglass is in a strong place and they might be adept to proceed with the coalition with new
associations. Because this design is befitting for the associations development and their centre
capabilities acquiesce with the conceive. Coalition with affiliated associations will endow
Autoglass to put more aim on the customer’s fondness and can evolve new merchandise class to
fulfill the yearns of the customers.
The Autoglass is at present have a 92% approval rate. But with expansion the acceptance rate
might be vulnerable and Autoglass need to assemble a timeline for new goals and new services.
Contemplating the location in the enterprise, Autoglass can provide a 5 Phases theme that will be
sufficient for Autoglass to contend up with the affray and maintain coalition with the automakers
to perplex the enterprise. Autoglass can benchmark next 5 Phases to comply with concepts they
have taken and fulfill the firm promise to the customers.
18
20. Task 4
4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY
IMPLEMENTATION OF AUTOGLASS
Considering the techniques it needs to be double-checked to work out those strategies that are
applicable or not. If the strategies tumble wrong to suit then the values will turned down and
regarded of as unproductive one (Gundala, R, Jack, A, & Gomes, R., 2012). Applying the
principles among the organization is extremely necessary and it carries a vital significance for
the organization’s welfare (Arazy, O, &Gellatly, I., 2012). With the implementation of the values
it shows to the principles to urge profits for the corporation.
CEO of a corporation is in charge of rotating the concepts into reality and conceiving the
analysis in the business (Gómez, L, & Ballard, D., 2013). To use economical and productive
values all the cluster at intervals the corporation should take under consideration the tiniest
phases of the convictions and coordinate the schemes (Schultz, H., 2006).
Assuring the aim, accomplishment can reside in employee happiness and coherence in job air
(Dessler, G., 2000).
4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW
STRATEGY FOR AUTOGLASS
In alignment to take advantage of the assets of Autoglass, the organization has to be compelled
to opt for correct components and place them in correct position to make the services efficient
(Schultz, H., 2006). Autoglass has prioritized its human resources as a result it became the most
effective service provider of windscreens restoring and repairing (Dessler, G., 2000). Autoglass
in supplement has fleet repairing services that deals with a large man power. Therefore
Autoglass splurge an allotment in suggesting and evolving the state of the force.
In thought of components and time share Autoglass is that the pioneer inside the business as a
deduction they provide the most effective and quality full services to affirm the sturdiness and
security of the customers.
19
21. 4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR
AUTOGLASS TO MONITOR A GIVEN STRATEGY
Benchmark outcomes:
Phases 1
The company should be bring up with the strategies and find out the feasibility of
the strategies whether the strategies would reflect in the expected outcome.
Phases 2
During the amount Autoglass ought to review the customer’s feedback and
implement the required conceive to expand the business. The road managers
ought to be liable for collection the feedbacks and acting towards it.
Phases 3
This is the quarter of gathering info and takes analysis note on the enforced ways.
The management ought to resolve the gap between the expected outcome and
actual outcome.
Phases 4
Management ought to organize an educational program to fill within the gap. So
the workers can do the organization goal in desired manner.
Phases 5
In this quarter the organization would possibly accomplish the specified results
supported the strategy creating and also the implementation methodology.
Table: Evaluation of the outcomes
Conclusion
Autoglass has formed the pc show fixing or replacement less unclear for the purchasers and
endeavor services to the purchasers to their full acceptance. The Autoglass enterprise has the
pledge to reinforce and become one in each of the only windscreen replacement associations
within the planet.
20
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