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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.

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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.............................................................................................................................................12

3.1 ANALYZE POSSIBLE ALTERNATIVES STRATEGIES RELATING TO SUBSTANTIVE GROWTH, LIMITED GROWTH AND RETRENCHMENT......................12

3.2 SELECT AN APPROPRIATE FUTURE STRATEGY FOR AUTOGLASS....................15

Tack-4............................................................................................................................................17

4.1 COMPARE THE ROLES AND RESPONSIBILITIES FOR STRATEGY IMPLEMENTATION OF AUTOGLASS.................................................................................17

4.2 EVALUATE RESOURCE REQUIREMENTS TO IMPLEMENT A NEW STRATEGY FOR AUTOGLASS...................................................................................................................18

4.3 DISCUSS TARGETS AND TIMESCALES FOR ACHIEVEMENT FOR AUTOGLASS TO MONITOR A GIVEN STRATEGY...................................................................................18

Conclusion:....................................................................................................................................19

References:....................................................................................................................................20

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Task-11.1 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 light-

weight 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

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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:

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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.

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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

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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.

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Task 22.1 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:

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

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Weakness

Strength

Threat

Opportunity

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.

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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.

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Task 33.1 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.

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High Influence High Interest (Promoters)

High Influence Low Interest (Latent’s)

Low Influence Low Interest (Apathetic)

Low Influence High Interest (Defenders)

Figure: Stakeholders’ Grid

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.

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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

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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

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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.

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Tack-44.1 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.

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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.

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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.

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Table: Evaluation of the outcomes

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.

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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-and-

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.

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

Pearson.

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