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Published on March 9, 2014

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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 1|Page

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. 2|Page

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. 3|Page

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: 4|Page

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 5|Page

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 6|Page

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. 7|Page

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). 8|Page

Task 2 2.1 Produce an Organizational Audit for Autoglass SWOT Analysis Strengths 9|Page Figure: SWOT Analysis

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. 10 | P a g e

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 11 | P a g e

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 12 | P a g e

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: 13 | P a g e

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. 14 | P a g e

TASK 3 3.1 Analyze possible alternatives strategies relating to substantive growth, limited growth and retrenchment Market Entry Strategy Substantive Growth 15 | P a g e

Limited Growth 16 | P a g e

Disinvestment: 17 | P a g e

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 18 | P a g e

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 19 | P a g e

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. 20 | P a g e

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 21 | P a g e Management could organize a training process to fill in a gap. So the employees

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. 22 | P a g e

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]. 23 | P a g e

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