Discuss about the Business Community Management for International Marketing Strategy?
In the recent trends, cultures and structures are essential for every organization to develop the organizational goals and vision along with the development of the possible ways to run the business properly. Culture and structure also play the vital role for improving the organizational performance, because without having healthy culture as well as successful organizational structure, it is not possible to run the business efficiently (Varbanova, 2013). Contextually, Vauxhall organization, selected to assess the cultures and structures along with its importance. Vauxhall is the leading dealer, which provides quality based new as well as used cars. The organization by engaging with many dealers in various countries has been able to provide the new and used cars along with service to the customers successfully (Now Vauxhall, 2015).
This paper intends to explain about the structures and cultures of Vauxhall along with the implications for strategy development of the organization. This paper also highlights the competitive environment of the organization. Moreover, it also intends to explain about the internal as well as external barriers faced by the organization along with the possible measures to overcome the barriers.
Vauxhall is a leading car manufacturing organization, which is also a part of General Motors. One of the major missions of the organization is to build long-term relationship with its customers, suppliers and other stakeholders. Therefore, the team members of the organization worked together to satisfy the needs of its customers and attain the organizational goals. Moreover, the major goal of the organization is to satisfy the requirements of the customers along with employees, as it leads to the increase in profitability (Hartlieb & Leber, 2016). On the other hand, by satisfying the needs of employees and providing equal employees to every employee, it is also possible to mitigate the conflict problem and maintain healthy environment within the organization. The organization majorly focuses on the decentralized organizational structure to make effective decision with the help of team members for mitigating its problems and barriers. The organization also focuses on satisfying the needs of employees to reduce the management conflict and maintain the healthy environment within the organization (BSI, 2016). The team members of the organization also take part in the decision-making process along with the manager. Therefore, the team members of the organization maintain good collaboration with each other to maintain effective organizational culture. Moreover, senior employees of the organization also help and support junior employees, so that they can perform their task successfully and attain the respective goals (Hartlieb & Leber, 2016).
In addition to the above context, the organization also focuses on cross-functional team structure for providing best products based on the needs of the customers. The marketing structure of the organization integrally involves delivery of the products to a particular group of customers. The organization also provide healthy as well as safety environment along with better infrastructure to the employees so that they are able to perform their tasks effectively on time (Sheppard, 2013). The organization also focuses on international marketing to expand the business in various countries and improve its financial growth. Moreover, the organization also focuses on effective communication system so that the employees are able to communicate with each other related to their work and solve the problem as per their needs. In this regard, by focusing on effective communication system, it is also possible to maintain the successful collaboration among the employees and mitigate the internal as well as external barriers faced by the organization (Persona Associates Limited, 2011).
Figure 1: Organizational Structure
Source: (Prepared for the Study)
Based on the above diagram of organizational structure, it is apparent that Chief Executive Officer (CEO) is the higher authority of Vauxhall, who divide the work among the various departments to complete the operational work smoothly and run the business effectively. Other departments of the organization, such as operations, finance, and HR also play the vital role in achieving the organizational goals.
Vauxhall needs to focus on new aspects and elements to develop the strategy and enhance the business performance. One of the major implications for strategy development is that the organization needs to focus on customers’ requirements along with the design as well as promotion of products (Vauxhall, 2016). Moreover, the organization also needs to focus on the performance of employees and their ability towards strategy development, because employees play the vital role in developing effective strategy for the improvement of product’s quality and business performance. Therefore, the organization needs to hire expertise employees who have the capability to develop useful as well as effective strategies based on the current trends for the success of the business (Vauxhall, 2011).
Vauxhall majorly focuses on producing environment friendly products to satisfy the demands of customers, and thereby increase the sale of products in the market. The major competitors of Vauxhall in the market are Ford Motor, Nissan, Toyota and Honda that caused major competitive environment in the industry (Hartlieb & Leber, 2016). The competitors of the organization focus on implementing advanced and innovative technology to manufacture better quality products. Therefore, due to the high competition in the market, the organization also faced the problem in terms of satisfying the demands of customers along with increasing the profitability. In this regard, it is apparent that the competitors of Vauxhall have the negative effect on the improvement of performance of the organization (Vauxhall, 2016).
Internal as well as external barriers are the major issues for Vauxhall, as these barriers create problem in terms of improvement of business performance along with its increased economic growth. To assess the internal as well as external barriers faced by the organization, the information about SWOT analysis of Vauxhall has given below. SWOT analysis is the planning method through which the assessment of the organization’s strengths, weaknesses, opportunities, and threats.
|
Strengths Strong presence in the segment of car Environment friendly products Strong performer in sponsorship and motorsport |
Weaknesses The organization is solely depended on UK market Poor brand image Strong market competition |
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Opportunities Increasing demand of Hybrid Vehicle Growth opportunities in commercial sector |
Threats Changing preferences of customers Increasing fuel price |
Figure 2: SWOT Analysis
Source: (Cooley, 2000)
Based on the above diagram of SWOT analysis, it is apparent that the organization has been a strong performer along with has the ability to make a strong position in the market due to its effective car segmentation (Ferrell & Hartline, 2010). Moreover, the company also has the opportunity to increase the growth of commercial business due to the rising demand of Hybrid Vehicle. On the other hand, there is a high and strong competition in the international market; therefore, the organization faces the problem for satisfying the demands of customers. Also, the preferences of customers change based on the trends, which can also be a major issue for the organization for fulfilling their demands (GM, 2012). Moreover, global customers are not aware about the brand name and products provided by the company, because the organization focuses on UK market only. Due to the increased price of fuel, the organization also faces the problem in raising the sale of products such as cars, which reflects its poor financial growth (Doane & MacGillivray, 2001, Cooley, 2000).
Based on the discussion of above section, the internal and external barriers of Vauxhall is apparent. By assessing the barriers, the organization is able to make the possible ways and strategies through which it is possible to overcome the barriers and run the business effectively. In this regard, first of all the organization needs to focus on other market outside UK for expanding its business along with the increased awareness of customers related to brand name (Doole & Lowe, 2012; Fifield, 2012). Also, the organization needs to manufacture the products based on the current trends, because the preferences and demands of customers have also changed based on the changing trend. Therefore, by providing new designer and quality-based products, the organization is able to satisfy the needs of customers based on the recent trends and thereby overcome these barriers. Competition in the market are the external barriers faced by the organization, which can overcome by holding strong position in the market and delivering better-quality products as well as services to the customers. Therefore, by understanding the needs of customers and providing the same, the organization can overcome the barriers and improve its business performance (Ferrell & Hartline, 2013; Bradley, 2005).
From the overall discussion, Vauxhall is a car manufacturing company, which provides new as well as used cars to the customers. The organization focuses on the cross-functional culture to hire expertise employees and provide the quality-based along with unique designer products to the customers based on their needs. The company majorly focuses on environment friendly products for satisfying the needs of the customers and thereby attempts to hold a strong position in the market. Moreover, the organization also faced certain internal as well as external barriers, such as satisfying the demands of customers due to the changes of their preferences along with the increased profitability because of high competition in the market. Therefore, the organization needs to focus on effective strategies and potential ways to overcome the barriers and improve its business performance. Conclusively, with the help of successful planning, it is possible to run the business and increase its financial growth.
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