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Evaluation of Strategic Marketing Option: Recommendations for Implementing Strategy

3216 words (13 pages) Business Assignment

2nd Nov 2020 Business Assignment Reference this

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Kare Plus is a care agency that was established in 1989 and has over 80 offices nationwide and is recognized as one of the UK's fastest-growing healthcare staff providers today. It aims to deliver the highest possible standard of care and first-class customer service. Kare Plus provides high-quality support services, home care and also provide nurses to several private hospitals, local councils, and the residential establishment and to private clients as well as providing services to customers in their home. Kare Plus offers a series of healthcare services to a range of clients which include; staffing solutions to healthcare organizations in the Uk, Homecare services and Support living services (Kareplus.co.uk, 2019).

SWOT covers the external and internal aspects of an organization. According to Kotler and Armstrong (2009), "Achievement and sustainability of an establishment depend on its capability to audit the external environment where it functions". The external environment comprises of the opportunities and threats of an organization while the strengths and weaknesses are internal factors. Kare Plus's SWOT Analysis will be explained below;

Strengths - Kare Plus is known for its good service quality offered to private homes, residential care homes and private hospitals and as a result of the good quality of its service it receives many contracts with clients for the provision of Nurses and healthcare staff. Kare Plus has a good salary incentive, Career Prospect and they provide ongoing training and continued professional development as such many nurses and care assistants prefer working for Kare Plus than other agencies.

Weaknesses - Kare Plus has an inadequate complain procedure that is they have a lengthy complain procedure and the complaint forms are not straight forward.

Opportunities - Kare Plus has an opportunity to acquire contracts with many other care homes and hospitals due to the good feedback given by their current clients because of their performance.

Threats - Kare Plus faces competition from already established and new care agencies because some of the new care agencies have a higher pay per hour compared to them and as such many staff will want to move to where the pay is higher. SWOT Analysis is shown in the diagram below;

According to Marios I.Katsioloudes (2006) “Strategic planning is the process by which a system maintains its competitiveness within its work environment by determining where the organization is, where it wants to go, and how it wishes to get there. In other words, strategic planning involves examining what strategies will enable the corporation or association to prosper in future”

Strategic planning is a process that comprises the engagement of various departments in an organization. Stakeholders can participate in the development of the organization's strategy and they can as well participate in the development of an organization's strategic planning, their participation means sharing the information and encouraging public understandings.

                              Fig 1;                                  SAF Strategy Model

Kare Plus has to focus on product development, diversification, and market developments. It is very easy for Kare Plus to focus on plus needs to improve on the quality of services provided to its clients by their staff and improve on the quality of training provided to its staff, they should open many other branches in other countries to develop its market. There are 3 criteria which a strategy must satisfy before it can be successful, The SAF strategy model is a tool which is used to weigh up a strategy option as explained below;

Suitability - With suitability Kare Plus evaluates the strategy based on the difficulties identified in the strategy analysis and it also looks if the strategy is aimed at achieving the company’s goals and objectives, Since Kare Plus is already successful in the Uk, it will be easy for them to open many other branches in other countries.

Acceptability - Kare Plus’s risk can be measured by the effects it has on the company’s liquidity, and if the strategy will be acceptable by its stakeholders. Are Plus should evaluate if there are possibilities of any financial loss and corporate impacts. Kare Plus has got supportive and innovative stakeholders which include its promoters, experienced employees, shareholders, financial institutions, government, and suppliers who plan everything with the same goal which is the growth of the organization.

Feasibility Analysis - A Feasibility study has to be done to implement the proposed strategy. This study will look at the amount of money Kare Plus has a budget to achieve the strategy implementation and it will also enable them to identify potential target areas for their services. Feasibility analysis can be used to illustrate Kare Plus’s future profitability.

According to De Wit and Meyer (2005)," the implementation of the strategy comprises a series of sub-activities that are primarily administrative. If the purpose is determined then the resources of a company can be mobilized to accomplish it”.

According to Henry (2008)”effective implementations of strategies require the organization to be sufficiently flexible in its organizational culture and design. Strategies need to be communicated, understood, and properly coordinated with the stakeholders inside and outside the organization. In an age of collaboration, this may involve discussions with suppliers and partners. Although the leader of the organization will ultimately be responsible for a strategy's success or failure, their role should be to encourage and create an organizational culture that empowers managers to respond to opportunities. In this way, each employee will be confident to try out new ideas and innovate without fear of reprisals”

Strategy implementation is a process which involves step by step actions for its completion. Every task should be completed within the appropriate time frame to get a good result. Kare Plus's strategy implementation is very important and the implementation process starts soon after the strategic planning.An organization's future is defined by its strategy and thus its implementation is very important to every organization. The 5 steps involved in Kare Plus strategy implementation process are explained below;

Step 1 - Kare Plus should engage all departments of the organization in the strategic planning process by making sure information flow within all levels in the organization from upper to lower levels. Managers in Kare Plus should know how the company operates and how the change will affect operation before the strategy formulation.

Step 2 - Kare Plus should Communicate why the is a need to improve on their product and how the decision where made to fill that need. Stakeholders and employees must understand why they decided to improve on their product and the goal which wants to be achieved. It is necessary to make employees feel they are an important part of the change process and enlightening them about every detail will help to create enthusiasm and cooperation instead of paranoia.

Step 3 - All key employees and stakeholders should be involved in the strategy implementation process. No matter how brilliant top management thinks the new plan is, if the production department thinks it is unworkable, they will resist change and the plan will likely fail.

Step 4 - Kare plus should conduct training sessions to achieve a comfortable level with new strategic processes and procedures. This will be the time where necessary changes to the plan and mistakes appear. Informational sessions often produce helpful suggestions from staff and line employees.

Step 5 - Kare Plus should implement the new strategy with elaboration. Employees at all levels should be passionate about the change and they should feel they have been rewarded for helping in bringing out the strategy.Kare Plus should schedule a launch date which everyone is aware of and can easily follow it.

                                                      Fig 2;     McKinsey 7s Framework

McKinsey 7s model is the strategic tool that analyses the company’s organizational design by looking and examining the 7 different internal elements that are strategy, structure, systems, shared values, style, staff, and skills. The 7s model is divided into hard and soft areas. The soft elements are made up of shared values, style, staff and skills. These elements are more likely to create a sustainable competitive advantage in the market though they can be hard to manage; these elements are the foundation of the organization. While the hard areas are made up of Strategy, systems and structure which are easier to identify and manage McKinsey 7s model is explained below;

A strategy is defined as the plan developed to gain a competitive advantage over its competitors in the market and effectively prosper on a long term basis. For Kare Plus the strategy they used to gain a competitive advantage over their competitor is to improve on the quality of the product and services provided to its clients and the quality of training to its staff as well as opening many branches in other countries. The 7s model defines the strategy factor as one which is effectively communicated for the company to achieve their long term goal and a sustainable competitive advantage and it is backed by vision, mission, core values and goals. The model enables Kare Plus to understand if their strategy is aligned with   other factors such as systems and structure for its successful implementation

The structure is one of the easiest and visible elements of the model to change and alter. It outlines how responsibilities are divided amongst various units in an organization and it outlines who is accountable and answerable to whom in the organizational hierarchy.

The system is the main focus of the key staff and management of Kare Plus during the organizational change process. They are the processes and procedures of the organization that looks at how the business operates and how the company's goals and objectives are achieved. Systems disclose the daily activities of Kare Plus which helps in the decision-making process

Skills in the framework look at what skills will be needed by Kare Plus to reinforce the new strategies and structure during the organizational change process. Skill is defined as the competencies that employees efficiently perform their tasks to effectively attain the organization's goals and objectives.

Staff in the framework has to do with the number and types of staff which the company needs to recruit, train, reward and motivate to attain their objective.

 Style represents the management style that leaders in Kare Plus use and the way they deal with their staff through the action and interactions used during the organizational change process and the attainment of objectives and goals.

 Shared Values are a set of norms, principles, and standards which guide the actions of Kare Plus and the behavioral aspect of its employees in the company.

Thompson and Strickland (2003) monitoring measure the efficiency and effectiveness of results obtained from a strategic plan of an organization. Monitoring is an activity which with reliable record-keeping provides information to managers. Kare Plus should monitor and evaluate the progress of the implemented strategy to identify gaps and areas which need improvement, the gap analysis is a framework which can be used to evaluate the progress of a strategy.

According to Owen (1993, p. 143), in practice, there are four problem areas associated with the successful implementation of strategies:

“The first problem is that although the strategies need to be developed around the strategic business units (SBUs), within the corporation, these units often do not correspond to the parts of the structure of organisations The second problem is that the area of traditional management reports is not sensitive enough to monitor the implementation of strategies, so the strategic manager may not be fully aware of what's going on. Therefore, the performance of the existing structure is not controlled properly and, as a result, control mechanisms may be ineffective.Thirdly, the implementation strategy involves change, which in turn involves uncertainty and risk. Therefore, motivating managers to make changes is a determining factor. Finally, management systems (such as compensation schemes, management development programs, communications systems and so on) are often in place as a result of past strategies; they are rarely tuned to meet the needs of new ones”.

Kare Plus is aware of its responsibility towards stakeholders and thus employed corporate social responsibility at the core of its business strategy. Kare plus works towards providing quality services to its customers, its staff and the society in general. Kare Plus ensured that its initiatives related to Corporate Social Responsibility(CPR) should focus on the progress of its customers, stakeholders, employees and supply networks. The Sustainability Implementation Framework of Kare Plus as suggested by Diesendorf is made up of 3 levels  which will be discussed below;

Level 0; At this level, Kare Plus looks at the ethical requirements. Ethics relates to questions of right or wrong and good or bad. Values and ethics are important in the business world, The Ethical principles under the sustainability framework are respect humans, respect nature. Kare Plus's strategy takes care of all the 3principles, There is a consideration of the nature in the strategy and human such as employees, customers and shareholders are respected and given due consideration in their steps taken towards their goal achievement.

According to Diesendorf (2000)”Those who are uncomfortable with starting from an ethical position might consider that the above ethical principles are essential for the long term viability of the economy and society. Therefore, they could be seen as enlightened self-interest on the part of individuals and corporations planning for a long term future”.

Level 1; At this level, Kare Plus aims to enhance inter and intergenerational equity, biodiversity, human well-being, and ecological integrity are widely supported. Kare plus ensures that people are employed irrespective of their race, gender, cultural background or sexual orientation but strictly based on their work experience and educational background. Kare plus aims at reducing pollution to the environment by making sure their wastes are properly disposed of and they provide training to staff on waste disposal.

Level 2; This stage elaborates that the strategy kare plus chooses should be measurable, relevant understandable and simple to use.  something fundamental to the environmental, economic and social and cultural health of a community over generations

is an opportunity for the company to portray its good image in front of its clients and shareholders. The sustainability strategy is a significant and effective way of dealing with social as well as economic risks, thus strategy helps in the discovering of new services, new opportunities, new clients, new products and new markets for the expansion of Kare Plus.

Recommendation

According to Pride(Innovation management is a framework within which the organization views all its processes as innovation processing, where all business processes involve creation, dissemination, renewal survival.

Kare Plus should endeavor to make their Staff feel they have a say in the company and they should be at ease because if employees feel they can lose their job at any time, it will cause them not take risks to develop new ideas. Not all ideas turn out to be successful so companies should be prepared for this; innovation is about the rate of trials and not about failure.

Companies often think rewarding employees means big bonuses, but recognition for a job well done can come in all shapes and sizes. Employees can be rewarded with flexible working hours, a freebie or even the chance to develop their idea and head up the project. The best way for Kare Plus to keeps their employees striving for success is by rewarding their efforts either in monetary terms or by promotion.

References

  • Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2012). Marketing: an introduction. Pearson Prentice-Hall, London.
  • Kareplus.co.uk. (2019). The Caring Company | Care Agency UK | Kare Plus. [online] Available at: https://www.kareplus.co.uk/ [Accessed 15 Oct. 2019].
  • Mintzberg, H., Lampel, L., Quinn, J. & Ghoshal, S. (2003) The Strategic Process, 4th edition, Prentice-Hall Publishing, New Jersey.
  • White, C. 2004, Strategic Management, 1st edition, Palgrave Macmillan, New York
  • Lynch, R., 2000, Corporate Strategy, 2nd edition, Prentice-Hall, Harlow
  • Morden, T. 2007, Principles of Strategic Management, 3rd edition, Ashgate Publishing, Aldershot.
  • Haberberg, A. & Rieple, A. 2008, Strategic Management: theory and application, 1st edition, Oxford University Press, New York.
  • De Wit, B. & Meyer, R. 2005, Strategic Synthesis: Resolving strategy paradox to create competitive advantage, 2nd edition, Thompson, London.
  • Henry, A. 2008, Understanding Strategic Management, 1st edition, Oxford University Press, New York.
  • Thompson, A., Strickland A.J., 2003, Strategic Management: concepts and cases, 13th edition, McGraw-Hill, New York.
  • Marios I.Katsioloudes Ph. D, (2006) Strategic Management, Global Cultural perspectives for-profit and non-profit organization, p 2, 6
  • Lynch, R., 2003, Corporate Strategy, 3rd edition, Prentice Hall, Harlow
  • Diesendorf M (2000) ‘Sustainability and sustainable development’, in Dunphy, D, Benveniste, J, Griffiths, A, and Sutton, P (eds) Sustainability: The corporate challenge of the 21st century, Sydney: Allen & Unwin, chap. 2, 19-37. (PDF)

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