Date

Table of ContentsExecutive Summary:........................................................................................................................2

Task 1...............................................................................................................................................3

1.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS, OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS...................................................................3

1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC PLANNING IN AUTOGLASS..............................................................................................................................4

1.3 EXPLAIN MINIMUM THREE PLANNING TECHNIQUE FOR AUTOGLASS..............6

Task 2...............................................................................................................................................9

2.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS..................................9

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......................................................................................................................11

Task 3.............................................................................................................................................13

3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT......................13

3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS....................16

Task 4.............................................................................................................................................18

4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY IMPLEMENTATION OF AUTOGLASS.................................................................................18

4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW STRATEGY FOR AUTOGLASS...................................................................................................................19

4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR AUTOGLASS TO MONITOR A GIVEN STRATEGY...................................................................................19

Conclusion.....................................................................................................................................20

References......................................................................................................................................21

1

Executive Summary:Two companies, named Windshields and Autoglass, merged together in 1984 and from the

beginning of this fusion; the firm is continuously satisfying their customers with quality products

and services.

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 objective of this report is to examine

the strategies that Autoglass is running to make sure of their successful journey.

Moreover, depending on several business strategy theories, some suggestions and alignments

have been created for the company. This work has certainly helped to better understand the

tactics and visionary strategies of Autoglass and thereby has been turned into an effective

learning source of business strategies.

2

Task 11.1 EXPLAIN THE ROLE OF STRATEGY, MISSION, VISIONS,

OBJECTIVE, GOALS AND CORE COMPETENCIES OF AUTOGLASS

Mission: The Autoglass Company took the maximum satisfaction of the customers as their

mission of the organization. To protect their mission they ensure the best service for the

customers and the best product which is windshield (Autoglass Company). Their mission itself

drives them towards the organizational vision (Grant M. R., 2010).

Vision: Relevant to the mission, the vision of the company is to provide the client in a way that

would make complete satisfaction and thus result into continuous growth for the company (Grant

M. R., 2010). A current statistics shows that Autoglass already hold around 92% customer

satisfaction in rating. They believe to increase it with the strategies they are following for years

(Autoglass Company).

Core Competencies: Whatever the type or the model of the broken glass is, Autoglass can

replace or repair it. This all solution capability has been their core competency for years

(Autoglass Company).

Strategic Intent: The notion of strategic intent suggest that there's a universal outlook on while

the enterprise should to be going in its place of a unquestionable affirmation of aide in nursing

predicted conclusion, moreover this recommendation that there is a galore of litheness inside the

affirmation to permit for workers start, cluster help and adaptation in light-weight of changed

attenuating factors (Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky.2009). The

strategic intent of Autoglass is to make certain that the market leads by the industry absolutely.

They are doing all the events to stay as the pioneer.

Role of Strategy of Autoglass: The major task in strategic administration is often the

compilation as well as the dissemination of the illusion and thus the procedure affirmation. This

summarizes, in essence, the comprehending of a company (Hoffman, K. Douglas, Scott W.

Kelley, and Holly M. Rotalsky.2009). Autoglass has assembled their roles in theme creating in

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an exceedingly approach that the designs sustain an unquestionable time span central the

execution (Autoglass Company).

Objective and goals of Autoglass: The foremost aim of Autoglass is directing their client by

repairing or refurbishing broken windshield of any vehicle. The objective of Autoglass is to

pattern the enterprise supplement and help the worldwide persons (Autoglass Company). They

are expanding their enterprise by being triumphant the hearts of the purchasers.

1.2 REVIEW THE VITAL ISSUES INVOLVED IN STRATEGIC

PLANNING IN AUTOGLASS

There are important issues in the strategic planning of the company which can be distinguished

(Kotler, P., 2000).We can analyze the strategic planning by using Ansoff’s Growth Matrix. This

marketing tool consists of four different marketing strategies based on new product introduction

and existing products (Gómez, L, & Ballard, D., 2013). AutoglassCompanycan similarly serve

their customers with these two types. So, we can analyze like following:

a) Market Penetration: A market strategy herewith a business looks for to grab the major

dominancy in the market throughout which they already are giving (Melody. Y. & Kevin,

H. 2000). The design normally input its focus on collecting a larger share of the market.

Throughout this part Autoglass will increase its market segments by enterprise an

allotment of their merchandise and appeal an allotment of customers.

b) Product Development: Autoglass could bring growth to business by introducing some

developed or extra featured products to the customers in the market.

c) Market Development: Another strategy can be targeting new segments of customers and

enlarging the existing market by selling products to a larger portion of the market.

d) Diversification: This strategy is related to risk aversion. The company can introduce a

whole new type of product unlike the existing one and increase the growth by attracting

customers. For example, Autoglass might start selling glass cleaning materials.

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To protect the flow of business growth, Autoglass should understand market well and pick one of

the strategies to get new segments of customers and satisfy them with existing products and new

products if necessary (Gómez, L, & Ballard, D., 2013). Moreover, they might put emphasize on

the geographic stance of their service against the market demand.

Top Down and Bottom Up approach of Autoglass:

Informal Planning: Informal planning is the methods while the leader or foremost of an

assembly evolves a decision with no one’s known structure and rigid associations (Grant M.R.

2010). It is certain as blasting instant things that managers use to approach while its provisional

importance to conceive any followed structure of close up or the decided period for conceiving is

not adequate. It’s significant to order short allowance objectives of the organization.

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). Autoglass 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). Autoglass use this approach to develop their customer service.

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Figure: Anoff’s Growth Matrix

Behavioral Approach for Autoglass: Autoglass nee to approach interior the top-down method

to capitalize their assets as well as to control the affray inside the near future. Autoglass is a

developing enterprise interior the enterprise and the service they're undertaking won't be easy for

them to comprise on to the place central the market. They have to arrive to up with more

expansion for his or her merchandise and market in the hope that they could be a wide-ranging

industry for the client.

1.3 EXPLAIN MINIMUM THREE PLANNING TECHNIQUE FOR

AUTOGLASS

For Autoglass Company, three strategic techniques are suggested below:

1. BCG Growth Share Matrix

2. Profit Impact of Market Strategy (PIMS)

3. Strategic Position and Action Evaluation Matrix

1. Profit Impact of Market Strategy (PIMS): To establish the feasibility and positive

impact of a taken decision or business strategy by analyzing the impact in the market is

the purpose of PIMS (Grant M. R., 2010).

Type of the business environment

Competitive position

Production process facility

Budget allocation

Strategic works

Operating outcomes

2. BCG Growth Share Model: The products of the Autoglass can be categorized into four

categories using the BCG Growth model in order to obtain a better understanding of the

products and their performance in the market. The model suggests 4 divisions of existing

products according to their position in the market and amount of sales (Wheelen&

Hunger, T.L. &J.D., 2013).

For consistent growth in business as well as expanded portion of market share, Autoglass

might take some strategies that would promise to secure their future. One strategy can be

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initiating BCG growth model by categorizing the existing products and services

according to their position in the market. This model has been explained earlier in the

report (Arazy, O, &Gellatly, I., 2012). The management has to look deep into the

performance of the products and services that are being offered in the market. Then they

have to understand what actual return from the products or services is and have to

determine what exactly the company expects from those in return in future ( Kotler, P.,

2000). The products that give the company market leadership should be categorized as

‘Stars’. Those which generate the maximum portion of sales in a growing market should

be categorized as ‘Cash Cows’. Those which are not being able to perform expectedly

because of a matured or declining market should be differentiated as ‘Dogs’. Finally, the

products are services which are in between ‘Stars’ and ‘Dogs’ should be categorized as

‘Question Marks’ and concentration should be put to bring out the possible best

outcome, for example turning them into ‘Stars’ or ‘Cash Cows’.

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Figure: BCG Matrix

3. Strategic Position and Action Evaluation Matrix (SPACE): Understanding the

demandsand the requirements in the market and acting accordingly with the strategies is

the focus of SPACE matrix. It helps to sort out the current position of the company in the

marketplace and thereafter the management can design required steps to move forward.

Figure: SPACE Matrix

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Conservative

Defensive Competitive

Aggressive

Task 22.1 PRODUCE AN ORGANIZATIONAL AUDIT FOR AUTOGLASS

Using SWOT Analysis, we can audit the environment for Autoglass:

Strengths

Autoglass offers best service at low cost.

Ensure high safety features.

The windscreens ensure superior visual clearness

The glasses can reduce the chance of further damage.

Weaknesses

The company isn’t interested enough in promotion.

Lack of advertisement

Opportunities

There is a little number of firms in the market which makes the way for better growth.

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Strength

Weakness Threat

Opportunity

There are possibilities to produce new products similar to the existing ones like side view

mirrors.

Threats

Ensuring quality supplier and competitive price is getting tougher..

Geographic location can be a threat if the business is not focused accordingly.

Policies designed by the government can have threats too.

2.2 CARRY OUT AN ENVIRONMENTAL AUDIT FOR AUTOGLASS

USING AT LEAST TWO APPROACHES

To analyze the surrounding situation of business, an organization can go through PESTLE

Analysis (Ivanauskiene, N, &Auruskeviciene, V., 2009):

Political

Varieties of political decisions and influences affect the business in different countries or

regions.

Constancy of different governments affect the conditions in a market

Taxation policies have a huge impact on business

Economical

The earnings ratio and buying capacity consumers in a region influence the sales.

Density of economic activity also has huge impact.

Socio-cultural

Lifestyle as well as preferences made by the customers has impact on the industry.

Social cultures, beliefs and norms also can affect the business.

Technological

Technology influences the designs.

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Technological advancements can influence the production of the existing products.

11

Legal

Legal restrictions have to be followed strictly.

Laws securing the consumer rights also have impacts.

Environmental

Weather, climate change etc. can hugely affect the business.

However, Porter’s 5 Forces are also very much important to analyze the potential rising

situations in a business. The forces are:

a) Threat of new entrants

b) Bargaining power of customers

c) Bargaining power of the suppliers

d) Threat of substitute products

e) Intensity of rivalry

2.3 EXPLAIN THE SIGNIFICANCE OF STAKEHOLDERS’ ANALYSIS IN

RELATION TO AUTOGLASS

Stakeholders can be divided into three categories:

a) Latent: They usually influence the business a lot but have a little interest on the

company’s business.

b) Promoters: They have both high influence and high interest on the company and therefore

often they promote the product of the company they supply to.

c) Defenders: They have high interest on the company but a little influence on the strategies.

d) Apathetic: Neither they have high interest nor do they influence a lot.

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The stakeholders are kept in four classifications so that each stakeholder has their accurate

privileges and obligations in address of the making the concepts for the association which will be

directed for the betterment of the association. Autoglass has mapped the stakeholders interior the

association in alignment that the stakeholders will gift their obligation in contemplate of the

organization’s profit

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Latent

Promoter

Defender

Apathetic

Task 33.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO

SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT

Market Entry Strategy:

Organic Growth: Whenever an enterprise association completes accomplishment of

development over its own enterprise that is as identical because at the time of establishing of the

organization, it was renowned as the organic development. It neglects all type of developments

that's gain revenue by pacing into another enterprise or merger or acquisition.

Merger: Merger is known as the procedure by two enterprises unites and turns into one figure

through lawful acceptance. The beginning of Autoglass was formed through such steps.

Acquisition: This is the method where one exact enterprise buys another entire enterprise and

assemblies itself by the proprietor. All through this method 100% or near 100% ownership

yearns to be come by.

Strategic Alliance: By this process two or more businesses acquiesce upon kind of widespread

objectives and they share others assets to maintain those objectives. Thus the approach is formed

wholeheartedly a concept that exists in between the concept of pure organic development as well

as combining or acquisition.

Licensing: It is the design by which a mother enterprise (licensor) permits another enterprise

(licensee) to use their trademark and deal the goods or services on groundwork of acceptance on

many time periods. That time span adopts the authorizing charge that desires to give payment to

the contractor.

Franchising: It is to conceive, through that an enterprise earns from the basic products to use

other company’s trademark, enterprise type; procedures while the contractor’s provision to

maintain the acceptance level of franchisee. For collecting market share overseas, Autoglass

could use the approach through the circulation of franchises in particular locations.

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Substantial Growth Strategy:

Horizontal Integration: In degree integration a company diversity or comes by yield facility of

united or complementary merchandise (Melody, Y. & Kevin, H., 2000). Additionally it happens

that a company purchases one product of its competitors and form incorporation. Autoglass

would likely perform such incorporation by combining alternate output that's united with its

house merchandise.

Vertical Integration: In integration a business links with the enterprises or partners by offering

string of connection and in other situations other partners of the bunch of attachments comprise

less than a single proprietor (Melody, Y. & Kevin, H., 2000). Autoglass would possibly provide

work into incorporation by connecting with the provider and vendors.

Related Diversification: When an enterprise elaborates its enterprise with diversification

interior the house line of products (Isen, Alice M., 2012). The new productions rectangle

consider alike to the current products.

Unrelated Diversification: It is the method once an enterprise new workers into diversification

by inserting new merchandise and services that doesn’t accept as factual the house merchandise

(Isen, Alice M., 2012). It will be unrelated diversification if Autoglass starts mercantilism house

window crystal or attractiveness mirrors.

Limited Growth:

Market Penetration: It seems that penetrating the compatible market by suggesting comparable

worth next to the worth of the competitors. This approach is committed to instantly hit the

competitors through benefiting their customers. It’s typically utilized to achieve sales

development.

Market Development: It is aiming at new person’s phases and suggesting the non-paying

customers of the segment. It helps to extend the market share by supplementing new part of

customers. It’s potential for Autoglass to evolve the market through geographically increasing

the enterprise and returning to shoppers.

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Product Development: It is to evolve new products that do not exist in current market and so

attracting purchaser to get an allotment of diversity of products or services.

Innovation: It suggests that searching out a separately new would like of the purchaser inside

the market and innovating exchange of merchandise as well as services to rendezvous the

requirement.

Disinvestment:

Retrenchment: A topic utilized by organizations to count back the multiplicity or the last size of

the strategies of the business. This scheme is usually utilized so as to slash prices with the aim of

changing into an added economic steady enterprise.

Turn around: Turnaround is a technique dedicated to enterprise renewal. It utilizes the

investigation and advancing to save caused anguish organizations and returns them to financial

condition. Turnaround administration enlists administration rethink, activity founded in a cost

accounting way, source malfunction finding enquiry, and SWOT investigations to exercises why

the enterprise is lowering short. That’s why as to pattern a returning to the track the enterprise

companies got to verify the base of the advertisements and supported those advertisements they

have to come up with new methods and standards to overwhelm those issues.

Liquidation: When a firm is being closed or bankrupted, all its assets rectangle measure noted

and furthermore the improvement buys creditors. Any leftovers are circulated to shareholders.

Liquidating a firm is that the last stage of the firm’s survival. If no alternate concepts befit the

organizations then it should deal the assets then bet up the shareholders as well as stakeholders.

Divestment: The method of withdrawal of buying. Nevertheless mentioned to the divestiture, it's

created for either economically or by focusing communal goals. It the tactic of dragging out the

assets operational and agreements those to rendezvous the gap within the monetary affairs and so

as to liquidate the association divestment is important for any association.

Michael Porter’s Generic Strategy:

Michael Porter suggested 3 types of strategies for gaining leadership in the market or expanding

business as well profit margin (Kotler, P., 2000).

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1. Cost Leadership: Here, the company tends to offer a very much competitive price for the

products and services they offer. In many cases, the firm offers the lowest price in the

market to attract the customers and increase the sales (Kotler, P., 2000). Earning more

profit by selling more becomes the key tool here.

2. Differentiation: Not just selling regular products, but offering additional features or

specialized services is the focus of differentiation. It helps to acquire competitive

advantage against the competitors in a way that only they offer something unique (Kotler,

P., 2000). Autoglass through this case took the advantage by introducing fleet services

and round-the-clock advising facilities.

3. Focus: It means not going for leadership in every aspect but focusing on a single sector to

specialize on (Kotler, P., 2000). As we can see in the case, Autoglass has taken the

‘customer service’ section as their focus and they are concentrating to improve the

services to the customer and thus gaining maximum customer satisfaction.

3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS

In alignment to perplex the market segment Autoglass enterprise needs new notions and new

parts which could be cooperative to them for the betterment of flourishing in the market. So

considering future conceives they can investigate their need to diversify their services and

capture a new market segment of the industry.

Autoglass need to followi the vertical integration conceive to make augment with their

enterprise. They could accelerate with partnership with automakers to capture the new market

segment. Autoglass is in a strong place and they may be able to advance with new partners.

Because this conceive is expressing for the associations development and their capabilities

acquiesce with the conceive. Coalition with affiliated associations will endow Autoglass to put

more aim on the customer’s preference.

Only by starting new products and expanding market will not actually help Autoglass to

elaborate in market. Autoglass should wholeheartedly reconsider the response of the customers

in order to appreciate what is the customer’s desire and to what degree of acceptance does

customer’s crave.

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Task 44.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY

IMPLEMENTATION OF AUTOGLASS

Strategy and policy execution is one of the most vital issues related to doing business. The

growth and profit of the organization solely lies on how wisely the decisions are being taken and

how effectively the taken strategies are being executed (Ivanauskiene, N, &Auruskeviciene, V

2009). The top-heads of the organization has to be responsible enough to not just consider the

work as a job but to look beyond to develop the organization and knock every single possibility

to grow further and analyze every single threat to secure the organization (Dessler, G., 2000).

They have to look over a new idea or strategy and check the feasibility of it according to the

market situations. For any company like Autoglass, understanding the market as better as

possible and evaluating the ongoing and proposed strategies are one huge responsibility of the

management where they have to play a real significant role. .

The organization figure-head like CEO or President or Managing Director has to play a very

much complex yet significant role. He has to be able to analyze situations before he gives green

signal to any decision suggested by the board (Dessler, G., 2000). On the other hand the senior

managers have to be willing enough to keep a harmony in the workforce and the output of the

employees that is important for ensuring the success of the initiated decisions.

Autoglass management should compute the selling to recheck for the best market shares and

sales. The cluster sales ought to be developed throughout a means which will continue in the

market. Productive advertisements in related areas would probably help an allotment.

Moreover, to design a realistic strategy, the strategy makers have to have access to reliable and

updated information and statistics. Because, outdated or fabricated numbers can easily ruin any

objective. So, besides working inside the organization, the management has to keep an eye on

what’s happening outside and make sure that all the relevant news to their concern gets into their

acknowledgement.

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4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW

STRATEGY FOR AUTOGLASS

An important key to success in business is to allocate resources that are necessary for production

and the supportive activities. A company management has to have the clear idea about the place

from where the resources and materials will be allocated, the cost for allocation and the time

needed to allocate (Gómez, L, & Ballard, D., 2013). Moreover, it has to prioritize the key

resource on which the maximum portion of production and service depends. For Autoglass, they

have prioritized human resources as the key resource as they are willing to keep their customer

service better than any other else. Therefore, they developed 159 customer advisors who would

serve the customers 24X7. The fleet sevice is another addition to their effort to develop customer

satisfaction. Through this process, Autoglass is sanctioning considerable amount of budgets to

increase their service quality and moreover to train their employees. It has already resulted into

92% customer satisfaction.

However, to ensure that the customers get the best product with the highest safety and durability,

Autoglass put much concentration in allocating the best raw materials for their glasses. As per

the given case description, Autoglass has been successful to maintain the quality and efficient

allocation of their required materials and services in both production and service.

4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR

AUTOGLASS TO MONITOR A GIVEN STRATEGY

Evaluation of the benchmark outcomes:

Quarter 1 The company should be bring up with the strategies and find out the

feasibility of the strategies whether the strategies would reflect in the

expected outcome. They can take the feedback of the customers and find out

what else they are looking for in the windscreen repairing service. There

should be weekly and monthly monitoring by the line managers of the

divisions.

Quarter 2 During the period Autoglass should review the customer’s feedback and

19

implement the desired plan to expand the business. The line managers should be

responsible for collecting the feedbacks and acting towards it.

Quarter 3 This is the quarter of gathering information and takes research note on the

implemented strategies. The management should find out the gap between the

expected outcome and actual outcome. The GAP might occur because of lack of

coordination or inefficiency of the employees and line managers.

Quarter 4 Management should organize a training program to fill in the gap. So that the

employees can achieve the organization goal in desired manner.

Quarter 5 In this quarter the organization might achieve the desired results based on the

strategy making and the implementation method. If the management fails to

achieve the objectives through the strategies, then they have to initiate actions

based on information like training the employees or providing support to them.

ConclusionThe 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 Autoglasscompany could

initiate required and effective strategies to keep ahead in the race. All these combined efforts

have 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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Table: Evaluation of the outcomes

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replacement.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.

Kotler, P., 2000. Marketing Management. 5th ed. New Delhi: Prentice hall of India.

Wheelen& Hunger, T.L. &J.D., 2013.Strategic Management and Business Policy. 5th ed. Delhi:

Pearson.

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