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Active Sports Equipment Strategy Update

The document discusses a case study of Active Sports Equipment Company, which faces challenges from new competitors and changing customer needs, as well as internal issues like an ineffective marketing department and lack of diversity in leadership. As a manager, the author would try to influence the strategic agenda by focusing on core competencies, hiring a strong marketing manager, maintaining an informal culture while adding structure as the company grows, involving other departments in decision making, and improving cost effectiveness and cross-department communication.

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Haris Khan
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545 views3 pages

Active Sports Equipment Strategy Update

The document discusses a case study of Active Sports Equipment Company, which faces challenges from new competitors and changing customer needs, as well as internal issues like an ineffective marketing department and lack of diversity in leadership. As a manager, the author would try to influence the strategic agenda by focusing on core competencies, hiring a strong marketing manager, maintaining an informal culture while adding structure as the company grows, involving other departments in decision making, and improving cost effectiveness and cross-department communication.

Uploaded by

Haris Khan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Change Management

Assignment: Case Study of Active Sports Equipment Company

Submitted to: Madam Talat Rehamn


Submitted by: Haris Khan
Class: BBA- 8A
Enroll#: 01-111132-064
Date: 21/03/19
If you were a manager in ASE aware of some of these issues, would you actively try to
influence the company’s strategic agenda? If not, why not? If you would, how would you
attempt to do this?
Ans: If I am manager in ASE I Would try to influence the strategic agenda. Because there are
always some sources of change some are external and some are internal. If we look at the case
study the external sources of change are the new competitors in market who compete effectively
on price (Economic factors) and specifications (Technological factors). There can also be change
in customer needs or the modifications they want in their product, maybe in future (sociocultural
factors). The Internal sources of change according to Greiner are the incompetence of or no
impact of the marketing department or the newly recruited marketing manager (2 years ago). The
lack of diversity (Functional background) in top decision making management. As the owner is
mechanical engineer. I personally look at the informal culture of this organization as a plus point.
Because it is good for the growth of an organization, it is better than bureaucratic structure of an
organization. So I would like to take the following steps in strategic agenda.
1. We will continue our focus on our core competency that is our own original and
innovative design. Our well-engineered and robust construction, which provides ease and
speed of assembly and the compactness of the fold for transportation. And even further
improving it and making it even more light weight.

2. The most important decision is to hire an excellent marketing manager or agency,


because marketing plays a vital role in the success of any business. A business without
good advertisements is a business without soul. To launch a brilliant marketing campaign
(advertisements) as it will help create a brand image. It will boost our sales. It will take
our company to a next level. And even customers would like to pay more for such a
product.

3. As far the informal culture of the company is concerned, it is good for the growth of
company, because it is better than rigid bureaucratic structure. But in the near future I
would like to increase my production because of the competition and may be expanding
my operations in far future. To do so I have to hire more employees, than there should be
some alignment, in a sense some training of employees, sharing and debating ideas, and
more importantly sense of duty and knowing their jobs.

4. As the owner of company is a mechanical engineer, and the product and the production
engineering are highly valued in the company, which is good for the company but due to
the changing environment and for future, the decision must my taken with the consent of
marketing department. The owner have to hear the voice of managers or other employees
who recognizes an opportunity or threat for change.

5. Cost effectiveness must be introduced, especially in the manufacturing phase. There must
be a better communication between all the departments, especially between the
engineering and the marketing department.

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