The document discusses strategic planning for Autoglass, a leading windscreen repair and replacement company. It outlines Autoglass's mission to provide excellent customer service, vision to deliver industry-leading customer satisfaction, and core competency of repairing or replacing any type of glass. Strategic planning issues for Autoglass include potential new entrants in the innovative service industry and maintaining a competitive advantage through strong customer focus, new product development, market development, and diversification. The document also covers strategic planning techniques like top-down and bottom-up approaches and informal planning.

1. Business Strategy
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2. TABLE OF CONTENTS
Table of Contents
Executive Summary .................................................................Error! Bookmark not defined.
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 .................................................... 8
Task 2 ...................................................................................................................................... 09
2.1 Produce an organisational Audit for Autoglass .................................................................. 09
2.2 Carry out an environmental audit for Autoglass using at least two approaches ..................... 10
2.3 Explain the significance of stakeholders’ analysis in relation to Autoglass ........................... 13
Task 3 ...................................................................................................................................... 14
3.1 Analyse possible alternatives strategies relating to substantive growth, limited growth and
retrenchment ....................................................................................................................... 14
3.2 Select an appropriate future strategy for Autoglass............................................................. 18
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 ......................... 20
4.3 Discuss targets and timescales for achievement for Autoglass to monitor a given strategy .... 20
Conclusion .............................................................................................................................. 21
References ............................................................................................................................... 22
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3. SUMMARY AND FINDINGS
It is seen by research that Autoglass is the leading company in its business andalso a
leading company in case of customer satisfaction in its service threatening the retailing
and banking sectors which are mainly service companies. The service given by the
Autoglass company is winning the customers hearts and royalty so much that they are
not only the leader in the market but also many awards are won by the company among
the competitors as the best among all of them. Autoglass has a wide range of varieties
in their products as well as in their service. The company was first started as a small
family business and the business grew larger gradually which has over 500 branches in
Europe. The main focus of the company was to satisfy the customers and ensure the
best service quality to the customers. Autoglass was the pioneer to ensure satisfaction
of the customer first in the field of windscreen servicing. The research and case shows
that Auto glass is the market leader in the Autoglass sector and new challenges will be
faced by the company in future.
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4. Task 1
1.1 Explain the role of strategy, mission, visions, objective, goals and core
competencies of Autoglass
Mission of the Autoglass Company
The main mission of the Autoglass Company is to supply the best windscreen services
and to satisfy the customers. The future plan of the company (Grant M.R., 2010) is also
set by the priority of customer satisfaction.
Vision of the Autoglass Company
The vision of the Autoglass Company (Grant M.R., 2010) is to give the maximum level
of customer service from the industry. The remarkable 92%customer satisfaction is won
by the company through their large network system. This strategy will help them to draw
the strategic planning for the future as the AutoglassCompany is growing day by day.
Core Competency
The core competency of the company is the main features that are followed by the
company (Grant M.R., 2010) and the company employees. To repair or replace any
damaged or broken glass of any kind or shape is the main feature of the Autoglass
Company. The Company also provides home services for replacement or repairing of
any kind of glass issues.
Strategic intent
The strategic intent shows a conceptual projection of the future of the company, rather
than the desired goal or expected outcome. This process implies that a bunch of options
and flexibility in terms of staff project, team donation and adaption during changed
circumstances (Ivanauskiene, N, & Auruskeviciene, V., 2009). Strategic intent of
Autoglass shows that they are the leader of the existing market and the company is
doing all the required activities to keep them on leading position.
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5. Role of Strategy of Autoglass:
Compilation as well as the dissemination of vision and operation is the main task of
strategic administration of Autoglass. This outlines express a raison d’etre for the
organization. Compilation of strategy for Autoglass is made in such a way that the
decided strategy maintains a specific time period for execution of that strategy.
Objective and goals of Autoglass:
repair and replacing of broken windows as soon as possible and to acquire the
customer satisfaction are the main goal of Autoglass. The goal that Autoglass has fixed
is to provide there service to global customer and to enhance their business globally.
Using the customer reputation they are growing their business all over the Europe.
Strategic Architecture of Autoglass:
Strategic architecture means to answer five separate questions about the fundamental
process of making strategy of the organization. The questions are compilation of
“What”, “What Else”, “What More”, “What Now”, “How” (Grant M. R., 2010). Autoglass
prepare their strategy by answering this bunch of questions.
1.2 Review the vital issues involved in Strategic planning in Autoglass
There are few issue that need to be address in regard to planning strategies (Grant M. R., 2010).
As this industry is innovative relation to the other service industry, new company have a
likelihood to start up a windscreen repair service as the income are nice-looking. So Autoglass
may face opposition in near future.
Autoglass has fixed their focus on customer satisfactions by proper customer services. Already
they have earned the highest level of customer satisfaction and improved their customer service
in a milestone level only by replacing the broken windows with a limited cost. Autoglass is very
much customer oriented and they always try to enhance their level of services to avail in the
competition. We can study the gung ho reward of Autoglass:
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6. Competitive advantage of Autoglass
Autoglass holds the major share of the market and the market leader with their wide
range of services provided for the customers and the company is growing day by
day(Kotler 2006).Ansoff’s Growth Matrix can be used to analyze the competitive
advantage of the company.
Figure: Ansoff’s Model
The matrix shows four different alternative of marketing and from the case we know that
AutoglassCompany is the market leader and is capable of providing services to 1 million
customers with their wide range of products and services. The matrix shows us four
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7. different strategies of risk that can be developed by the Autoglass Company and these
are as bellow:
1. Market penetration
Through a market strategy a company desire to grab the dominating power in the
current market. The strategy focuses on capturing the larger share of an existing
market. According to this strategy Autoglass could increase their market segment by
selling more products and capturing customer focus.
2. Product development
Product development is very important. The company needs to develop their
products regularly and new products should be introduced to the customers
regularly(Kotler 2006). For example they can use side view mirror to the customers
which is a new product.
3. Market development
Market Development means that the company should catch the new group of
customers by increasing and developing their market section.
4.
Diversification
This is the way of avoiding the risk by introducing new products to the market that
minimizes the risk of old products too.
The market opportunity for the Autoglass Company is huge and the growth rate of the
market is also very high. The company should set their target like for the next 2years or
3 years what they are willing to do, how they are going to dominate the market by
capturing more customers and spreading there business in suitable market. For this
they need to determine the specific area where they will operate their operations and
they will create the market with huge opportunities. They should also determine the
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8. qualities to be the companies suppler for ensuring the products quality and service to
the customers.
Definition of Top-Down and Bottom-Up
Informal Planning: Informal planning means to generate a plan by the leader or the
manager without any structured way and conventional framework. For instant response
managers need to take an extempore decision without consulting his subordinate or
without analyzing the overall situation. This process is helpful to fix the short term
objective of the organization.
Top-Down: The tap down approach is a very important approach for developing new
product. In this process the total system is brokendown to achieve the insight of the
subsystems for developing the product.
Bottom-Up:The bottom-up process is to merge all the systems and to make a new
system which will make the original systems as subsystems of the new system. The
service to the customers has made the Autoglass Company so successful for using this
system.
Behavioral Approach for Autoglass: In order to get the most out of the resources and
to prevail in the coming future Autoglass need to approach in the Top-Down method.
Aotuglass is a growing company in the area of service industry and in near future the
services they are providing will not be sufficient enough to hold the current position in
the market. They have to improve their product quality so that they can grab a
diversified market.
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9. 1.3 Explain minimum three planning technique for Autoglass
BCG Growth Share Matrix
There should be a list or category of products of the Autoglass and the portfolio is
also to be made accordingly. This will help the company to know the market that
when to invest and when to not, when to launch a new product or when not
to(Ivanauskiene 2009). This will actually help the company to face the four types
of consequences showed in the matrix.
Strategic Position & Action Evaluation Matrix (SPACE)
The space planning method can be used by the Autoglass company to
appreciate the market need and expend the business accordingly. There are four
quadrants of this system which signifies the location of the organization and the
process to respond accordingly. Determining the position of the company the can
use many stratigy like aggressive strategy.
Profit Impact of Market Strategy (PIMS)
The process of keeping the data in such a way that it will support the decision
policies and will help to have the upperhand on the competitors in the
market(Ivanauskiene 2009).
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10. Task 2
2.1 Produce an Organizational Audit for Autoglass
SWOT Analysis
Strengths
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Figure: SWOT Analysis

11. Autoglass is provide a best overhaul at small price.The protection skin in the product
are high.The replace or repaired windscreen provide the high illustration clarity. The
glasses replace or repaired by Autoglass is able of dipping further harm.
Weaknesses
Autoglass is very slow in promote the brand. Lack of ad is trouble in the Autoglass
Company.
Opportunities
Autoglass has the chance to increase the enlargement rate in the manufacturing as
fewer firms are as long as such services.It is highly present in the emerging
economy and has a huge chance to grab the market's Auto glass is repairing and
replace the windscreen, they be capable of also enlarge new produce such as side
view mirror or rear outlook mirrors.
Threats
Suppliers’ rivalry is very high for the business. It is hard to determine the quality
supplier. Geographic site is a ordinary threat to any business if it is not situated in
the good market.The administration policies theater a vital function in shaping the
commerce market.
2.2 Carry out an environmental audit for Autoglass using at least two
approaches
The organization can understand the situation and environment of the market where its
operating through PESTLE analysis. A single company can not affect the factor and the
decision
making
becomes
easier
for
the
company
through
this
PASTEL
analysis(Ivanauskiene 2009). It also helps to minimize the threats and to maximize the
profit for the organization.
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12. PESTLE analysis :
Political
Political factor is an important issue because it has a great effect on the business on the
area. The strategy of the business is set by the political situation and the government’s
stability also affects the business and the country in future. The tax issue is also very
important which is directly related to the politics.
Economical
It’s also very important to see the buying capacity of the people of the country because
it will determine the investment of the organization. If the buying level of the people is
not enough then the company will not invest.
Socio-cultural
The lifestyle and choices of the people also manipulate the industries. This can show us
the willingness of buying a car or to use the other means of transport in daily life.
Technological
The technology is also a very important one to be taken care of. The design of the
windscreen or the technology to manufacture the windscreen is very important. It also
influences the increase or decrease of repair or replacement of windscreen.
Legal
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13. Now a day the law plays an important role in business. There are many laws regarding
the safety measures of the employees and also that of the consumers which are to be
taken care by the industries.
Environmental
Also the weather is a very important factor. The climate change can cause problem in
the business operations.
The overall context of the industry can be understood by the Porters five forces
analysis. They are:
The threat of new entrants
There are many threats like scaling the economies and this is a very low threat.
The distribution ability in the market and to create demand is another one. The
government policies also play vital role in the growth of the industries. Different
kind of licensing and restrictions are imposed by the government.
The bargaining power of customers
The purchasing power of the customer is controlled by the number of suppliers in
the market. There can be another problem by the buyer which can make the
product be produced by the buyer itself.
The threat of substitute products
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14. The price is another very important factor. Buyers always want the best product
with low price. The easy entry in the market is also another problem which was
not in the beginning.
The amount of bargaining power suppliers have
The supplier number is a factor for the company. The suppliers can integrate with
customers to produce the products.
The intensity of the competitive rivalry
The number of competitors is comparatively low in this industry. The industry has huge
growth potentiality.The rivals with new and different ideas of competing will likely cross
each other’s path and challenge other’s position.
2.3 Explain the significance of stakeholders’ analysis in relation to Autoglass
The Stakeholders’ Grid:
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15. Figure: Stakeholders’ Grid
The upper right portion shows that the stake holders who influences the
strategies and promote the products.
The top left side refers to the stakeholder who influences strategies but they have
low interest in the organization.
The bottom right side refers to the stakeholders who have high interest but low
influence in the organization.
The bottom left part refers to the stakeholders who have low influence and low
interest in the organization.
The stakeholders is arranged in four classes so that each one of the stakeholders
could be able to identify their precise rights and duty in order to determine a
company strategy which will be used for the betterment of the company. Autoglass
has also arranged their stakeholder in order to help the stakeholders to perform
accordingly and take part in company’s benefit.
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16. TASK 3
3.1 Analyze possible alternatives strategies relating to substantive growth,
limited growth and retrenchment
Market Entry Strategy
Substantive Growth
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17. Limited Growth
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18. Disinvestment:
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19. Retrenchment
This is a strategy which is used to reduce the diversity and the area of the operational
region of the company. It is generally used to reduce expenses and to be financially
more stable.
Turn around
This process is used for the corporate renewal. Turnaround management performs
management review, activity costing, root failure analysis, and SWOT analysis. Mainly it
deals with the causes of failing in any region. It helps the company to come back from
any failing situation. Company finds out the root problems and fixes them to come back.
Liquidation
After business termination or bankrupt, company’s assets are sold. The scraps are
distributed among the shareholders. It is the last step of survival for ny organization.
Company sells its assets and pay debts to stakeholders and shareholders when no
alternative option is available.
Divestment
This is also a process of selling the assets of the company. Divestment is the conflicting
of asset. It means to pull out the assets of the organization to meets up the financial
problems.
Porter’s Generic Strategy
To gain the competitive advantages the company can use Michael Porter can be used
by the company. The strategies are :
I.
Overall Cost Leadership
II.
Differentiation
III.
Focal Point
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20. Overall Cost Leadership
The Autoglass Company can take the cost leadership approach to catch more
customers than the competitors when they are entering a new market as well as the
existing market.
Differentiation
To flourish the company only cost leadership is not enough. They can also differentiate
their products by introducing new services like 24/7 help line and fleet service.
Focal Point
As the market leader in UK in replacing and repairing windscreens the company is now
focusing in to the customer services and satisfaction of the customers.
3.2 Select an appropriate future strategy for Autoglass
Autoglass needs to form new strategy and produce new products to enhance their
market segment, so that they can hold their leading place in the market. So in order
to make a prospect strategy they can come up with some core development along
with new products and better services and grab a prolonged market segment.
Autoglass should follow the vertical growth strategy to enhance their business. They
could offer alliance to other automakers and could combine with them in order to
grab a new market segment. As Autoglass is a strong company itself, they can
select an alliance which can cope up with their capabilities and help to develop the
business. This will help Autoglass to focus on the customer privileges and customer
satisfaction.
Starting new product with expended market is not the enough and single solution for
the future strategy. Autoglass should seek a constant review from the customer’s
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21. side to identify their lacking along with customer’s expectations. This will help the
management to distribute the responsibilities to the employee in order to provide
more satisfaction to the customer.
At present Autoglass has 92% rate of their customer satisfaction. With the expansion
of business this rate could be hampered or slightly fluctuate. Autoglass need to keep
that in mind that customer satisfaction is their core moral of business. They can also
provide 5 quarters plan to cope up with the changed situation in the business area
and prevail in the competition.
TASK 4
4.1
Compare the roles and responsibilities for strategy implementation of
Autoglass
The policy execution of the company is very important and it should be followed by the
organization. This policy should be valued by the organizational heads and also by the
experts in the field.Because the policy execution is the main in making profit and
running the company smoothly.If the policies fail to attain the target then it should be
revised and new polices should be taken for profit maximization.To grab and retain the
market share Autoglass company should take necessary measures.
The main job of execution of the company in the market to take the most market share
of the market is on the CEO of the company. CEO should be very careful of making
good profit as well as keeping the share in the market high. All the employees should be
trained well and taken care of their work as well.
There should be a clear massage statement to gain the targeted market share.
Managers should inspire and control the employees so that the policies executed
properly.they should also ensure employee satisfaction and make a good job
environment.
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22. 4.2 Evaluate resource requirements to implement a new strategy for Autoglass
The resource evaluation is very important for getting the desired result.The Autoglass
company needs to distribute the right employees to the right positions to make the
policies right and fruitful through them.As the company is emphasizing on services more
so they should make good use of their trained employees to make the customers
happy(Arazy 2012).They have already introduced 24/7 customer service with 159
customer
advisors.They also
have
fleet
services
for
repairing
or
replacing
windscreen.The company also maintains highest NVQ.
From the given situation we can see that Autoglass Company is in a leading position
with highest number of customer satisfaction and also holds the market leader position.
4.3 Discuss targets and timescales for achievement for Autoglass to monitor a
given strategy:
Evaluation of the benchmark outcomes:
Quarter
The company be supposed to be bring up with the strategy and find out the
1
possibility of
strategies whether the strategies would reflect a the expectd
outcmme. They can take a the feed back of the customers and find about what
else they looking for in the wind screen repair ing service. There should weekly
and monthly monitor by the managers of the divisions.
Quarter
During period Auto glass should view the customer’s feed back and impliement
2
the desired plan for expand the business. The line manager should responsible of
collecting a feedbacks and acting for it.
Quarter
This is quarter of getting info and takes research note for the implemented
3
strategies. The management must find out the gap between an expected outcome
plus actual outcome. The GAP might happen because of lack coordination ,
inefficiency on the employee and line manager.
Quarter
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Management could organize a training process to fill in a gap. So the employees

23. 4
Quarter
5
can have the organization goal of desired manner.
In quarter the organization might get the desired fruit based on a strategy making
and an implementation method. If a management fails for achieve an objectives
through a strategies,
they have to do actions based from info like training
employees also providing help to them.
Table: Evaluation of the outcomes
Conclusion:
The merged company of Autoglass is now a trusted name for replacement to those who
have got their windshields broken. For years the company has earned the satisfaction
as well as trust of the customers because they were able to realize the need of a
customer they always act according to it. Providing the best glasses along with the best
service has been the core of their competence in the market which have all the other
competitors far behind. The Autoglass could initiate required and effective strategies to
keep ahead in the race. All these combined efforts has earned much profit along with
considerable growth for them. As they are still not satisfied to satisfy their customers in
better ways, surely they are going far ahead in business in the coming days.
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24. References
Arazy, O, &Gellatly, I., 2012, 'Corporate Wikis: The Impact of Autoglasss in the
Windscreenindustry, vol. 29, no. 3, pp. 87-116.
Grant M. R., (2010) – Contemporary Strategy Analysis, Amazon.co, Wiley Higher Ed;
7th edition.
Ivanauskiene, N, &Auruskeviciene, V., 2009, Change Management and Its preparation',
Economics & Management, pp. 407-412.
Kotler, P., 2000. Marketing Management.5th Ed. New Delhi: Prentice hall of India.
Schultz, H.(2006). Discover the Traits of Top Management [online]. s.n. Available from:
http://www.nwlink.com/~donclark/leader/leadcon.html [Accessed October 26,
2013].
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