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Published on March 9, 2014

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Submitted by An Assignment on Business Strategy Submitted to: [Pick the date] 0

Executive summary The journey begins in 1984 by the merging of two companies named Windshields and Auto glass. From the beginning they are promised to satisfy their customer with quality service and products. In this journey, they have won the heart of their customers by its unique approaches of doing business. Unlike other profit oriented firms, they have taken the growth of business and satisfaction of the customers as the main concentration. The main purpose of this report is the strategy that has been adapted by the Auto Glass. Depending on several business strategy theories, some suggestions and arrangements have been shaped for the company. This work has surely helped to better understand the tactics and visionary strategies of Auto glass and thereby has been turned into an effective learning source of business strategies. 1

Table of Contents Executive summary......................................................................................................................... 1 Task-1 ............................................................................................................................................. 3 1.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS, OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS .................................................................. 3 1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC PLANNING IN AUTOGLASS ............................................................................................................................. 4 1.3 EXPLAIN MINIMUM THREE PLANNING TECHNIQUE FOR AUTOGLASS ............. 5 Task 2 .............................................................................................................................................. 8 2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS .................................. 8 2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS USING AT LEAST TWO APPROACHES ................................................................................................................. 9 2.3 EXPLAIN THE SIGNIFICANCE OF STAKEHOLDERS’ ANALYSIS IN RELATION TO AUTOGLASS ..................................................................................................................... 10 Task 3 ............................................................................................................................................ 11 3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT ..................... 11 3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS ................... 14 Tack-4 ........................................................................................................................................... 16 4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY IMPLEMENTATION OF AUTOGLASS ................................................................................ 16 4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW STRATEGY FOR AUTOGLASS .................................................................................................................. 16 4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR AUTOGLASS TO MONITOR A GIVEN STRATEGY ................................................................................... 17 Conclusion: ................................................................................................................................... 18 References: .................................................................................................................................... 20 2

Task-1 1.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS, OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS  Mission: Making their customer more satisfied and loyal to the company is the mission of the company. (Arazy, O, &Gellatly, I., 2012) For ensuring this mission they have provided best services to the customers. Their mission itself drives them towards the goal.  Vision: the vision of the company is to serve the customers in such a way that would make them more satisfied which results into continuous development for the company (Arazy, O, &Gellatly, I., 2012). A current statistics shows that Auto glass already hold around 92% customer satisfactions in rating (Autoglass Company).  Core Competencies: Core competency is the basic of every organization. All kind of broken glasses is replaced or repaired this is the core competency of Autoglass (Arazy, O, & Gellatly, I., 2012).  Strategic Intent: The strategic intent of Autoglass is to glimpse itself as the market leader wholeheartedly. the notion of strategic intent suggests that there is a general outlook on whereas the enterprise should to be going rather than a unquestionable affirmation of aide in Nursing anticipated deduction and this suggests that there should to be a lot of flexibility in the firm to allow for workers start, cluster facilitate and adaptation in lightweight of changed attenuating components (Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky.2009). They're doing all the undertakings to stay foremost.  Role of Strategy of Autoglass: Autoglass has assembled their functions in theme making in an exceedingly approach that the concepts sustain an unquestionable time span concentrated the execution. The foremost task in strategic administration is generally the adding and cutting of the illusion and so the procedure is granted. This summarizes, in essence, the comprehending of a company.  Objective and goals of Autoglass: The aim of Autoglass is to pattern their enterprise augment and help the worldwide persons (Autoglass Company).The foremost aim of Autoglass is to convince their purchaser by fixing or refurbishing broken windshield of 3

any vehicle. They are expanding their enterprise by victorious the hearts of the purchasers. 1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC PLANNING IN AUTOGLASS Ansoff’s Growth Matrix will easily help us to analyze the strategic planning of Auto glass. There are some important issues in strategic management planning for the company that can easily be identified and executed accordingly (Ivanauskiene, N, & Auruskeviciene, V 2009). Autoglass is putting their aim on the customer’s fondness and clientele service. They have come to the highest approval grade in the service industry just by restoring the windscreen in a cost productive way. Autoglass should be customer oriented and try to increase their service portfolio in alignment to rendezvous with the competition. AutoGlass Company mainly used the Ansoff’s Growth Matrix which includes the four different marketing tools based on new and existing products introduction (Armstrong, G., & Kotler, P., 2006). So the four tools are as follows:  Market Penetration: A market scheme herewith a company hunts for to recognize larger dominance in the market during which they already are giving (Melody, Y. & Kevin, H., 2000). This scheme normally focuses on apprehending a larger share of aide degree living market. Throughout this part Autoglass will boost its market segments by business a lot of their merchandise and appeal a lot of customers.  Product Development: The existing products are needed to be modified and new concepts should be developed. Introducing new extra features products by Auto glass has certainly grasped the attention of the customer.  Market Development: Expanding the existing market and selling more products to the customer will enlarge the market share. This could be another strategy adopted by Auto glass.  Diversification: The Company can introduce a whole new type of product unlike the existing one and increase the growth by attracting customers. For example, Auto glass might start selling glass cleaning materials. This is more likely risk aversion strategy. Top-Down and Bottom-Up Approach of Auto glass: 4

Informal Planning: It’s important to command short allowance objectives of the association. Casual conceiving is that the procedure 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 exploding instant things managers use this approach while it's conditionally important to conceive any prescribed structure of close to up with or the timeline for conceiving isn't ample. Top-Down: Breaking a system of strategy into small pieces of sub-systems and getting closer insight is called Top-Down (Grant M. R., 2010). Auto glass use this approach for fulfill objectives in developing their product. Bottom-Up: It means combining a number of systems to create a more complex and integrated mega system (Grant M. R., 2010). Auto glass uses this approach to develop their customer service. Behavioral Approach for Autoglass: Autoglass should approach inside the top-down method in alignment to capitalize their assets and to handle the affray inside the future. Autoglass could be a growing enterprise inside the business and therefore the service they're activity won't be decent for them to comprise on to the position interior the market. They have to reach up with some developments for his or her merchandise and market in alignment that they could a wide-ranging marketplace for the purchasers. 1.3 EXPLAIN MINIMUM THREE PLANNING TECHNIQUE FOR AUTOGLASS Three strategic techniques are suggested for Auto glass: BCG Growth Share Model: The enactment of achievability and absolute ampules of a business action through allegory its apples in the bazaar is the purpose of PIMS (Wheelen& Hunger, T.L. &J.D., 2013). There are 6 above areas of absorption which analyzes the impact. Placing goods in the BCG growth share matrix Autoglass will face 4 types of consequences in the market. 5

To plan for the future and to be able to adopt any type of changing situation is a must to the business leaders today. Autoglass here can prepare some future strategies for themselves and here is the suggestion for adopting the BCG Growth Share Model. As elaborated earlier, they can divide their current services and products into the 4 types which are Stars, Cash Cows, Dogs and Question Marks (Gómez, L, & Ballard, D., 2013). The products and services that they believe to be the flag bearer as well as market leader should be tagged as Stars (Armstrong, G., &Kotler, P., 2006). The profit earning products and services should be treated as the Cash Cows. The products and services that are not being able to generate much profit or failing to grab a good market share (because of matured market) should be tagged as Dogs. Lastly, the products and services that are in a confusing position should be tagged as question marks. These ones are normally unable to generate profit or market share but has the potential of doing so if taken care off. For consistent growth in business as well as expanded portion of market share, The categories are as follows: 1. Cash Cows: Products that is sold in high portion and have the larger market share. 2. Stars: The products that are market leaders in market share are called stars. 3. Dogs: The products which are low in sales in low growing market. 4. Question Marks: The products which have low market share in a high growth market but still have the probability of being Stars. Profit Impact of Market Strategy (PIMS): Establishing the feasibility and making positive impact of a taken decision or business strategy by analyzing the impact in the market is the aim 6

of PIMS (Ivanauskiene, N, & Auruskeviciene, V., 2009). The impact in six major areas. The areas are as follows: 1. Competitive position 2. Production process facility 3. Type of the business environment 4. Budget allocation 5. Strategic works 6. Operating outcomes Strategic Position and Action Evaluation Matrix (SPACE): Acting according to the demand of the market is the main concern of SPACE matrix which helps to find out the current position in the market and necessary steps can be taken to improve productivity (Ivanauskiene, N, &Auruskeviciene, V., 2009). Autoglass is in a sturdy position within the market. So, they will use the aggressive ways to capture the market and it'll conjointly facilitate in determinative the SWOT of the organizations. 7

Task 2 2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS The business environment in which Autoglass operates can be analyzed or audited focusing on the factors related to company strength, weakness and external opportunities and threat (Wheelen& Hunger, T.L. &J.D., 2013). Therefore, we can formulate a SWOT Analysis: Strength Opportunity Weakness Threat Strengths of Autoglass  Finest service for low cost  Greater visual clarity of the glasses  Guarantee of high safety  Safeguard from repeated damage Weaknesses of Autoglass  Indifferent about promotional activities  Absence of advertisement Opportunities for Autoglass  Absence of equally strong competitor 8

 Potentials for new products like side view mirrors Threats for Autoglass  Difficulty to find quality supplier and low price for materials  Geographical position of the market  Governmental restrictions against business interest and Taxes 2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS USING AT LEAST TWO APPROACHES An organization can go through PESTLE analysis to analyze the surrounding situation of business (Wheelen& Hunger, T.L. &J.D., 2013). The analysis is based on: Political  In different countries and region situation is affected by varieties of political decisions and influences.  Market condition is also gets affected by Constancy.  Taxation policies create huge impact on business. Economical  The sales of any product in a selective area is influenced on the earnings ratio and buying consumers of that region.  Density of economic activity is the another reason for which it gets influenced. Socio-culture:  Industry is influenced by the lifestyle of the customer as well as their preferences.  Other influencing factors are socio culture, beliefs and norms etc. Technological:  The design of the product is influenced by the development or lacking of technology. 9

 Due to the evolution of technology in a certain area existing product is also influenced by that. Legal:  Some products are legally banned for some reason.  Consumer rights also the product bound to change its criteria. Environment:  In comparison with regional change of weather, climate change etc business gets influenced. Porter’s 5 Forces:  Threat of new entrants.  Bargaining power of customer.  Bargaining power of supplier.  Threat of substitute product.  Intensity of rivalry 2.3 EXPLAIN THE SIGNIFICANCE OF STAKEHOLDERS’ ANALYSIS IN RELATION TO AUTOGLASS Mainly Stakeholders are of four categories:  Latent: They don’t possess any interest about business by themselves but have the power to influence the business.  Promoters: They have strong influence and high interest to the business. Therefore they promote the product with which they are related.  Defenders: They have high interest to the business but have little influence on strategies.  Apathetic: They don’t possess any of the above mentioned skill. They neither have interest nor any influence on market. 10

High Influence Low Interest (Latent’s) High Influence High Interest (Promoters) Low Influence Low Interest (Apathetic) Low Influence High Interest (Defenders) Figure: Stakeholders’ Grid Task 3 3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT Market Strategy Organic Growth: When an enterprise association accomplishes development over its own enterprise that is as identical because the starting of the organization, it's known as organic development. It omits any development that's profited by pacing into the other enterprise or amalgamation or acquisition. Merger: The start of Autoglass was through such amalgamation. Amalgamation is that the procedure by two enterprises gets joined and turns into one entity through lawful consolidation. Acquisition: This is the principle where one enterprise buys another enterprise and blends itself because the proprietor. All through this method 100% or adjacent 100% ownership craves to be reaching by. 11

Strategic Alliance: This approach is wholeheartedly a notion that resides between the idea of organic development and connecting or acquisition. This is the procedure while 2 or more enterprises acquiesce upon kind of prevalent objectives and share every other’s assets to fulfill those objectives. Authorizing: It is the method through that a mother enterprise (licensor) enables another enterprise (licensee) to use its persona and deal the services on the groundwork of affirmations on numerous time spans. The time span adopts the authorizing ascribe that desires to be paid to the licensor. Franchising: To gain market share overseas, Autoglass may use this approach by dispersing franchises in distinct positions. It is the way, through that an enterprise may earn from the correct to use another company’s trademark, enterprise kind, methods while the franchisor provision the correct to the franchisee. Substantial Growth Strategy: Horizontal Integration: In level integration a enterprise diversity or reaches by gaining facility of affiliated or complementary merchandise. occasionally it's going to occur more often that a company buys one amidst its competitors and pattern integration. Autoglass would likely pattern such integration by connecting with alternate yield that's affiliated with its house merchandise. Vertical Integration: Autoglass would expect employ into integration by connecting with the suppliers and vendors. In integration a company supplements with the enterprises or partners of the offer string of additions and in some cases all the partners of the string of attachments comprise below one proprietor (Melody, Y. & Kevin, H., 2000). Related Diversification: It is the method one time enterprise new workers into diversification by inserting new merchandise and services that doesn’t accept as true the dwelling merchandise (Arazy, O, & Gellatly, I., 2012). It will be unrelated diversification if Autoglass starts mercantilism home window crystal or attractiveness mirrors. 12

Unrelated Diversification: It will be unrelated diversification if Autoglass begins mercantilism home window crystal or attractiveness reflectors. It is the method one time enterprise new workers into diversification by injecting new merchandise and services that doesn’t accept as factual the dwelling merchandise (Arazy, O, & Gellatly, I., 2012). Limited Growth: Market Penetration: It means that penetrating the comparable market by giving comparable worth against the worth of the competitors. It’s routinely utilized to whole sales development. This approach is promised to instantly strike the competitors by benefiting their customers. Market Development: It’s potential for Autoglass to evolve the market by geographically increasing the enterprise and coming back to the shoppers. It proposes that aspiring at new person’s phases and appealing the non-buying customers of that segment. It assists to extend the market share by supplementing new part of shoppers. Product Development: It means that evolving new merchandise that do not live presently and so appealing customers to get an allotment of diversity of merchandise or services. Innovation: It suggests that seeking out a solely new would like of the shoppers central the market and innovating replacement merchandise or service to rendezvous that require. Disinvestment: Retrenchment: A topic utilized by companies to scale back the variety or the final dimensions of the methods of the business. This scheme is usually utilized so as to slash prices with the aim of altering into an additional financial steady business. Turn around: When a firm is terminated or bankrupted, its assets rectangle assesses documented and furthermore the enhancement buys creditors. If no alternate notions befit the associations then it should deal its assets then ante up the shareholders and stakeholders. Any leftovers are distributed to shareholders. Liquidating a firm is that the last stage of the firm’s survival. Liquidation: When a firm is terminated or bankrupted, its assets are recorded and furthermore the advances pay creditors. Any leftovers square assess circulated to shareholders. Liquidating a 13

firm is that the last stage of the firm’s survival. If no alternate designs befit the associations then it should deal its assets then ante up the shareholders and stakeholders. Divestment: Divestment is that the converse of buying into. The method of departure of buying into is divestment. Moreover cited to as divestiture, it's conceived for either financial or communal goals. It the method of pulling out the assets operational and deals those to rendezvous the gap inside the monetary issues and so as to liquidate the association divestment is important for any association. Michael Porter’s Generic Strategy: There are 3 types of approaches for earning superiority among the competitors according to Michael Porter (Armstrong, G., & Kotler, P., 2006). The approaches are: 1. Cost Leadership 2. Differentiation 3. Focus 3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS The Autoglass is at present have a 92% acceptance 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. contemplating the position in the enterprise, Autoglass can supply a 5 quarters conceive that will be plentiful for Autoglass to argue up with the affray and maintain coalition with the automakers to perplex the enterprise. Autoglass can standard next 5 quarters to obey with notions they have taken and fulfill the firm pledge to the customers. In alignment to capture the market segment Autoglass enterprise desires new notions and new constituents which can be cooperative for them to flourish the market. So contemplating future 14

punishments they can investigate their market need and arrive to up with some development of the new enterprise to diversify their services and apprehend a new market segment. Autoglass should be following the upright integration conceive to augment their enterprise. They can accelerate with coalition with automakers to arrest the new market segment. Autoglass is in a strong location and they might be proficient to accelerate with the coalition with new associations. Because this conceive is befitting for the associations development and their center capabilities acquiesce with the conceive. Coalition with affiliated associations will endow Autoglass to put more aim on the customer’s fondness and can develop new merchandise class to fulfill the craves of the customers Only beginning new merchandise line and increasing the market share will not help the Autoglass enterprise to perplex in the market solely. Autoglass should wholeheartedly reassess the answer of the customers so that they might identify what the customers are looking for and to what degree of acceptance customer’s wish for. 15

Tack-4 4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY IMPLEMENTATION OF AUTOGLASS The general flourish of an association counts on how wisely and flawlessly the conclusions are taken and how effectively the conclusions are executed (Arazy, O, & Gellatly, I., 2012). As the current market situation, scheme and principle Execution is the most vital matters of doing enterprise. The top level management not only present their own job but also hold an accurate knowledge about how the other works are finished, what is the current situation of the market and what is the benchmark of his business in evaluation with market situation (Ivanauskiene, N, & Auruskeviciene, V., 2009). He need to think about the coming future and its penalties and should be cognizant of that and be made by designing and executing new strategies. For the leading company like Autoglass, understanding the market position and assess likely consequences are very important role for the organization. Before finalizing those decisions he needs to be renowned about all the accurate facts of the organization like information and balance statistics (Dessler, G., 2000). Fabricated or incorrect data can lead his decision into a large-scale problem. It may ruin the overall association growth. So he desires to be revised with all the relative facts of the market. Autoglass administration should compute the trading and sales ways to double-check the best market share and sales. The sales cluster should to be developed throughout a means which will extend with the affray inside the market. Creative advertisements in applicable localities would probably facilitate an allotment throughout this consider. The center competencies should to be apparently concentrated to attractiveness the shoppers. CEO or President or organizing controller that means the figure-head of any organization plays a crucial role in the association (Dessler, G., 2000). He desires to justify the whole possible incidence and accessible possibilities to execute schemes before formally give them a green pointer. He has to maintain a harmony through the entire workplace. The growth and profit of the association depends on his conclusions. 16

4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW STRATEGY FOR AUTOGLASS For the proper production and supportive activities there is no alternative than allocation of sufficient resources. The company manager need to know the exact process of getting the resources and he also should know that how he is going to use those resources and what is the best place to get the maximum production (Ivanauskiene, N, & Auruskeviciene, V., 2009). For Autoglass as the resource they give the most priority to the human resource. Their plan is like that they will use that human resource perfectly and with that help they will make a difference between them and the other competitors. They made a plan to serve their customer well to gather the psychological support and with that help they will lead in the market. According to the plan they have 159 customer advisors serving 24/7 for the betterment of the customer and for the impression of the organization (Arazy, O, & Gellatly, I., 2012). In addition to their other strategies fleet service is noteworthy (Dessler, G., 2000). Autoglass also sanctions additional and more than other brands budget for the betterment of their training and improvement of quality services. Their recent customer satisfaction is 92%. Moreover, to provide the best product of the market they ensure highest safety and durability. Autogalss put way more allocation than other companies to have the best raw materials. So we can calculate a thought that Autoglass is a successful company for maintaining the quality and allocating sufficient raw materials. 4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR AUTOGLASS TO MONITOR A GIVEN STRATEGY Evaluation of the benchmark outcomes: Quarter 1 The enterprise should be bring up with the designs and find out the feasibility of the designs whether the designs would contemplate in the foreseen conclusion. They can take the repsonse of the customers and find out what else they are looking for in the windscreen repairing service. There should be weekly and monthly overseeing by the line managers of the divisions. 17

Quarter 2 During the time span Autoglass should reassess the customer’s response and request the yearned conceive to complicate the enterprise. The line managers should be to blame for assembling the feedbacks and portraying in the direction of it. Quarter 3 This is the quarter of building up details and numbers and takes study note on the administered schemes. The management should find out the gap between the foreseen conclusion and genuine deduction. The GAP might occur because of need of coordination or inefficiency of the workers 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 accomplish the yearend results founded on the scheme making and the implementation procedure. If the management fails to accomplish the objectives through the strategies, then they have to start activities founded on data like teaching the workers or supplying support to them. Table: Evaluation of the outcomes 18

Conclusion: Autoglass have arrive to the market, to provide the best glass and service to their customers and for that reason it’s no more an issue of troubled that anyone’s windshield is broken. The business has acquired a reputation of trust and reliable for years by providing value merchandise and services. Their out of fantasy grade of clientele service has pressed away other organizations and they can’t even arrive to its close expanse. Their service and product is such good that they will lead the market for coming numerous years ahead. 19

References: Arazy, O, & Gellatly, I., 2012, 'Corporate Wikis: The Impact of Autoglasss in the Windscreen industry, vol. 29, no. 3, pp. 87-116. Armstrong, G., &Kotler, P., (2006). Marketing: An introduction (8th Ed.). New York: Prentice Hall. Autoglass Company. [ONLINE] Available at: http://www.autoglass.co.uk/Glass-repair-andreplacement.186.0.html. [Accessed 16 November, 2013]. Dessler, G., 2000. Human Resource Management. 5th ed. Delhi: Pearson. Gómez, L, & Ballard, D., 2013, 'Communication for the Long Term: Information Allocation and Collective Reflexivity as Dynamic Capabilities', Journal Of Business Communication, vol. 50, no. 2, pp. 208-220 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. Wheelen& Hunger, T.L. &J.D., 2013.Strategic Management and Business Policy. 5th ed. Delhi: Pearson. 20

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