2. Table of Contents
Summary ......................................................................................................................... 2
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 ........................................................................................................................... 18
4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY
IMPLEMENTATION OF AUTOGLASS ...................................................................... 18
4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW
STRATEGY FOR AUTOGLASS ................................................................................ 18
4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR
AUTOGLASS TO MONITOR A GIVEN STRATEGY ................................................. 19
CONCLUSION .............................................................................................................. 19
References .................................................................................................................... 20
1
3. Summary
In the windshield fixing industry Autoglass has shown amazingly pleasant job in
satisfying the customers and provision the foremost productive windscreen replacement
or repairing service. In the case Autoglass has win over 92% of the customers.
Autoglass has become the most effective windscreen repairing and replacing service
providing organization as compared to the banks and alternate service suppliers.
After establishment to this day Autoglass focuses on the requirements and claims of the
customers and also in the mode of providing services in an exceedingly cheap price.
Autoglass maintains a pleasing affiliation between the customers and employees as a
result of they believe that if staffs are pleased in Autoglass then they will surely assist
the customers with efficiency and it will generate financial gain.
Autoglass is currently the market leader within the industry and they are growing in a
steady manner. They presently have 500 branches aiding at the Europe. It may be best
inferred that Autoglass is in an exceedingly compared to other organizations in the
windscreen replacement industry and are ready to face future problem in an
exceedingly resourceful manner.
2
4. Task 1
1.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS,
OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS
Autoglass Company Mission:
Organization objectives depend on the state of affairs & activity according that the
employees ought to perform (Wheelen & Hunger, T.L. &J.D., 2013). The foremost focus
of the Autoglass Company is on the customer’s approval and providing the sole
windscreen repairing services (Autoglass Company).
Autoglass Company Vision:
Dream of an enterprise is the longer amount intentions related to nurturing the goal that
associate the organization to attempt to win by missions and setting goals and
objectives (Wheelen & Hunger, T.L. &J.D., 2013). The vision of The Autoglass is to
assist the customers expeditiously and consign absolutely the best grade of fulfillment
to the customers (Autoglass Company). The dream of helping the customers with
accountability can lead Autoglass to become a giant.
Autoglass Company Core Competency:
Core competence talk about to the centre undertakings of a organization that
summarize the enterprise missions and visions of that individual corporation (Wheelen
& Hunger, T.L. &J.D., 2013). Sustained the case of Autoglass has the core ability to
revive or fix any sensibly weakened windscreen of any kind (Autoglass Company).
Strategic Intent:
It suggests that there's a general outlook on the enterprise should to be going instead of
an accurate affirmation of aide in nursing anticipated conclusion (Hoffman, K. Douglas,
Scott W. Kelley, and Holly M. Rotalsky.2009). Autoglass is ascertaining itself because
the market foremost certainly. They are doing all the undertakings to stay leader.
3
5. Role of Strategy of Autoglass:
This summarizes, in essence, the understanding of a company (Hoffman, K. Douglas,
Scott W. Kelley, and Holly M. Rotalsky.2009). Autoglass has assembled their roles in an
exceedingly exciting approach that the schemes sustain an unquestionable time span
(Autoglass Company).
Objective and goals of Autoglass: The foremost aim of Autoglass is to direct their
client by repairing or refurbishing broken windshield of any vehicle. The aim of
Autoglass is to pattern their enterprise augment and help the worldwide individuals
(Autoglass Company).
1.2
REVIEW
THE
VITAL
ISSUES
INVOLVED
IN
STRATEGIC
PLANNING IN AUTOGLASS
In association to line up styles and request styles there are some critical matters that
have to be considered (Kotler, P., 2000). Autoglass is focusing on the customer’s
preference and customer service.
Autoglass should be customer oriented and try to boost their service portfolio in
alignment to rendezvous with competition (Kupritz, V. & Cowell, E., 2011). Given the
position in the case we can investigation the competitive benefits of Autoglass.
Supported in the case, Ansoff’s model typically helps to establish the comparable
advantages.
Autoglass’s Competitive Advantage
Autoglass deliver the foremost superb service of replacing or repairing windscreens.
They are supplying different services to customers relevant to windscreens and
conceiving a vast share of the market (Ivanauskiene, N, &Auruskeviciene, V., 2009).
4
6. Existing Product
Existing
Market
New
Market
New Product
Market
Penetration
Product
Development
Market
Development
Diversification
Figure: Ansoff’s Model
Ansoff’s development model proposes four diverse groups of alternatives (Arazy, O,
&Gellatly, I., 2012). They are consigning services to over one million customers having
trouble with their windshields. So Autoglass will aid customers with their offered product
and with diverse services. These four distinct procedures face different types of risks
(Arazy, O, &Gellatly, I., 2012).The strategies are:
1. Market penetration:
A company seeks to recognize larger dominance in the market throughout which
they already are giving (Melody, Y. & Kevin, H., 2000). This scheme typically
focuses on ca a larger share of aide degree existing market. Throughout this part
Autoglass will boost its market dividation by business an allotment of their
product and appeal an allotment of customers.
2. Product development:
New service will alter Autoglass which will complement this product. Though this
theme includes a vital problem. If the customers do not execute as designed,
Autoglass would most likely end up losing economic gain.
3. Market development:
5
7. Autoglass is the market leader in the windscreen fixing industry. So, they are
going to boost Autoglass extensively and guarantee to capture new customers to
enhance their market share.
4. Diversification:
Autoglass has potentiality to construct a portfolio that may unfold the problems
and reduce the decline of economic gain.
Autoglass is in peak point in the industry. In alignment that they will increase the market
share with a very steady kind by convincing each existing and promising new customers
(Kotler, P., 2000).Autoglass need to set a 4 years development theme according the
Ansoff’s development model to satisfy the target.
Definition of Top-Down and Bottom-Up
Informal Planning:
Casual conceiving is that the procedures while the supervisor or foremost of a assembly
evolves an inspiration with no one acknowledged structure and rigid associations (Grant
M.R. 2010). Certain as firing instant things managers use this approach while it's
conditionally significant to conceive any prescribed structure of approaching up with or
the timeline for conceiving isn't adequate. It’s important to command short allowance
objectives of the organization.
Top-Down:
A top-down approach is essentially the breaking down of a theme to understand insight
within the sub-themes (Grant M. R., 2010).
Bottom-Up:
A bottom-up approach 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).
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 might point their product in such way wherever they might differentiate
their services and maintain (Wheelen& Hunger, T.L. &J.D., 2013). It will together
facilitate Autoglass to range out just once and whereas they could invest
throughout a new brand development and to extract all the earnings from the
service.
Placing goods in the BCG growth share matrix Autoglass will face 4 types of
consequences in the market. And they are:
A. STARS
The star products are to become cash cows within the longer amount and
management can accumulate earnings from the project. This strategy needs high
allowance of cash and moreover the governing body wishes to work out the flow
of cash among the industry.
B. 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.
C. DOGS
Management ought to minimize any pointless spending.
Once the products begin to misplace its market share then development rates
decline and therefore the products falls into decline stage. The organization has
to be compelled to dissociate from the business promptly.
D. 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 could use the SPACE matrix to conduct research on the market
demand, company location and yearns to range and find ways in which to serve
the market. SPACE matrix has four distinct quadrants which construct academic
degree that statesthe association’s location and jointly the course of undertakings
(Wheelen& Hunger, T.L. &J.D., 2013). Autoglass is in a very powerful position
among the market. So, they ought to use the aggressive ways to acquire over the
market and it will collectively facilitate in determinative the SWOT of the
corporation (Kotler, P., 2000).
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.
9
11. Task 2
2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS
SWOT Analysis
Strengths
1. Safety
2. Visual Clarity
3. Low Cost
Opportunities
1. New Product
2. Growth Rate
SWOT
Weaknesses
1. Promotion
2. Advertisement
Strengths
Threats
1. Geographic Location
2. Government Policy
Figure: SWOT Analysis
The safety features in the product are high
Windshields provide visual clarity.
Autoglass provides high quality products at low cost.
Weaknesses
Advertisement not present.
Autoglass promotes less of their brand.
Opportunities
Autoglass has potentiality to increase the growth rate in a limited time period.
Development of new products creates new opportunities.
10
12. Threats
Operation in unnecessary locations is loss of capital.
2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS
USING AT LEAST TWO APPROACHES
PESTLE analysis is undertaken to figure out the strategies and theme of the
organization and the industry to address the attractiveness of the industry (Kotler, P.,
2000).
PESTLE analysis:
Political
Taxation policies affect the business.
Government stability is looked for to make the future strategies.
Political climate helps to determine the attractiveness of 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.
Legal
Employment and consumer law is extremely emphasized.
Law regarding safety measures.
11
13. 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
Product Differentiation: Big corporations creates high entry barrier through their
higher level of advertising and promotion.
Access to Distribution Channel: It is the ability to distribute the product in the
market and create demand.
Government Policy: Governments can limit entry to an industry through
licensing requirements by restricting access to raw materials.
2. The bargaining power of customers
Uniqueness of Supplied Product: In UK industry every manufacturer is
bringing some uniqueness in their product.
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 matter in the industry because buyers shift to the product which is
offering high quality yet having low price.
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:
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.
Figure: Stakeholders’ Grid
13
15. Task 3
3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING
TO
SUBSTANTIVE
GROWTH,
LIMITED
GROWTH
AND
RETRENCHMENT
Market Entry Strategy
Merger: Merger is that the procedure by two enterprises gets united and turns into one
entity through lawful consolidation. The start of Autoglass was through such
amalgamation.
Acquisition: This is the procedure where one specific enterprise buys another whole
enterprise and groups up itself because the proprietor. Throughout this procedure 100%
or near 100% ownership desires to be come by.
Strategic Alliance: This approach is wholeheartedly an idea that stays between the
idea of organic development and uniting or acquisition.
Licensing: It is the scheme through that a mother enterprise (licensor) allows another
enterprise (licensee) to use its trademark and deal the merchandise or services on the
base of affirmations on numerous time spans. The time span embraces the authorizing
charge that needs to be paid to the licensor.
Franchising: It is the design, through that an enterprise profits from the correct to use
another company’s trademark, enterprise type, 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.
Substantive Growth
Horizontal Integration: In degree integration an enterprise diversity or comes by yield
facility of affiliated or complementary service (Melody, Y. & Kevin, H., 2000).
Occasionally it's going to additionally occur that a corporation purchases 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.
14
16. Vertical Integration: In integration a company connects with the enterprises or partners
of the offer string of links and in some cases all the partners of the string of connections
contain 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 dwelling line of merchandise (Isen, Alice M., 2012). The new
productions rectangle consider alike to the prevailing merchandise.
Unrelated Diversification: It is the procedure once an enterprise new employees into
diversification by inserting new merchandise and services that doesn’t accept as true
the dwelling merchandise (Isen, Alice M., 2012). It will be unrelated diversification if
Autoglass starts mercantilism dwelling window crystal or attractiveness mirrors.
Limited Growth
Disinvestment:
Retrenchment: A topic utilized by companies to scale back the variety or the last size
of the methods of the business. This scheme is usually uses to slash prices with the aim
of changing the economic standard.
Turn around: Turnaround may be a technique dedicated to enterprise renewal. It
utilizes investigation and progressing to save caused anguish companies and returns
them to financial condition. Turnaround administration enlists administration rethink,
activity founded mostly mistakes of the organization
Liquidation: When the organization is terminated or bankrupted, its assets rectangle
measure noted and furthermore the improvement buys creditors. Any leftovers are
circulated to shareholders. Liquidating a firm is that the last stage of the firm’s survival.
If no alternate concepts befit the organizations then it should deal its assets then ante
up the shareholders and stakeholders.
Divestment: The method of withdrawal of buying into. Furthermore mentioned to as
divestiture, it's created for either economic or communal goals. Divestment is that the
15
17. converse of buying into. It the tactic of dragging out the assets operational and
agreements those to rendezvous the gap within the monetary affairs and so as to
liquidate the association divestment is important 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:
1. Overall Cost Leadership
2. Differentiation
3. Focal Point
Overall Cost Leadership
From the case it might be deduced that Autoglass is going after cost leadership strategy
that allows them to produce services in the minimum costs (Kotler, P., 2000). It is
advantageous to attract a large amount of consumers and enter within the new market.
Differentiation
Cost authority entirely will not adept to facilitate a business to relish within the market
(Kotler, P., 2000). Differentiation is important to assemble different services for catching
other customers. The Autoglass is giving 24/7 client 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 specializing in aiding the customers and delight
them for his or her money worth. Autoglass has become the foremost productive
windscreen repairing or substitution service supplier.
16
18. 3.2
SELECT
AN
APPROPRIATE
FUTURE
STRATEGY
FOR
AUTOGLASS
In alignment to perplex the market segment Autoglass enterprise needs new concepts
and new pieces which can be cooperative for them to flourish the market. So
contemplating future conceive they can enquire their market need and come to up with
some development of the new merchandise to diversify their services and arrest a new
market segment.
Autoglass should be following the vertical integration conceive to augment their
enterprise. They can accelerate with coalition with automakers to arrest the new market
segment. Autoglass is in a mighty position and they might be able to proceed with the
coalition with new organizations. 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
preference and can develop new merchandise class to fulfill the desires of the
customers.
Only starting new merchandise line and expanding the market will not solely help the
Autoglass enterprise to expand in the market. Autoglass should wholeheartedly
reconsider the response of the customers so that they might realise what the customers
are looking for and to what grade of acceptance customer’s crave.
The Autoglass is at present have a 92% approval rate amidst the customers. But with
expansion of the enterprise the acceptance rate might fluctuate and Autoglass need to
assemble a timescale for the new goals and elongation of the new services.
Considering the location in the enterprise, Autoglass can provide a 5 quarters conceive
that will be ample for Autoglass to contend up with the affray and maintain coalition with
the automakers to complicate the enterprise. Autoglass can standard next 5 quarters to
comply with designs they have taken and fulfill the firm pledge to the customers.
17
19. Task 4
4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY
IMPLEMENTATION OF AUTOGLASS
Applying the values within the organization is very important and it carries a crucial
significance for the organization’s welfare (Bies, Robert J. and Joseph S. Moag, D.,
2013). Considering the tactics it has to be evolved and double-checked to figure out
those values that are appropriate or not (Gundala, R, Jack, A, & Gomes, R., 2012).
Autoglass ought to be compelled to use in deepness filtering strategies of the standards
to catch and keep the market share.
CEO of an organization is accountable for rotating the ideas (Gundala, R, Jack, A, &
Gomes, R., 2012). To use economical and productive values all the cluster at intervals
the corporation must take into account the smallest phases of the convictions and
coordinate the schemes (Schultz, H., 2006).
Managers ought to be compelled to motivate the employees to execute the values that
require commencing efficiently and ably. Reassuring the aim, accomplishment will
reside in worker happiness and coherence in job air (Dessler, G., 2000).
4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW
STRATEGY FOR AUTOGLASS
In alignment to exploit the assets of Autoglass, the organization ought to choose correct
elements and place them in correct position to create the services (Arazy, O, &Gellatly,
I., 2012). Autoglass has prioritized its human assets as a result it became the best
service supplier of windscreens restoring and repairing (Dessler, G., 2000). Autoglass in
supplement has fleet repairing services that deals with a huge man power. SoAutoglass
splurge an allotment in suggesting and evolving the state of the force.
In thought of elements and time share Autoglass is the pioneer within the industry as a
deduction they supply the best and quality full services to affirm the durability and
security of the customers.
18
20. 4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR
AUTOGLASS TO MONITOR A GIVEN STRATEGY
Evaluation of the benchmark outcomes:
Quarter 1
The company will come up with new idea and test those.
Quarter 2
During the period Autoglass should review the customer’s feedback and
implement the desired plan to expand the business..
Quarter 3
This is the quarter of gathering information and takes research note on the
implemented strategies. The GAP might occur because of lack of
coordination or inefficiency of the employees and line managers.
Quarter 4
Management should organize a training program to fill in the gap. So that
the employees can achieve the organization goal in desired manner.
Quarter 5
In this quarter the organization might achieve the desired results based on
the strategy making and the implementation method.
Table: Evaluation of the outcomes
CONCLUSION
Autoglass has conceived the computer display fixing or replacement less perplexing for
the purchasers and undertaking services to the purchasers to their full acceptance. The
Autoglass enterprise has the pledge to augment and become the best computer display
replacement associations inside the world.
19
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Automotive Industry: Market Research Reports, Statistics and Analysis.
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Information Allocation and Collective Reflexivity as Dynamic Capabilities', Journal
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Dessler, G., 2000. Human Resource Management. 5th ed. Delhi: Pearson.
Grant M. R., (2010) – Contemporary Strategy Analysis, Amazon.co, Wiley Higher Ed;
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Gundala, R, Jack, A, & Gomes, R., 2012, Communication Management and Its
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