1. How will the new CEO’s vision change the Lakeland Marvels organisation?
– Change of brand name image- no longer ‘Handcrafted with pride in the U.S.A.’. – Modification of organisational culture with the proposed growth. – Produce brand-new earnings streams with expansion into new markets. – Departure from the standard design of the company.
2. What are the main issues of the stakeholders who do not concur with her vision?
– Loss of Lakeland Marvels image and ’94 year tradition’. – Broadening too rapidly could damage the business, issue over speed of modification.
– Potential logistics concerns with outsourcing.
– Concern over quality control and possible damage to brand image. – Regional, long term partners would be lost. – New CEO’s absence of clear brand name technique for proposed brand-new items. – Union issues- threatened by outsourcing, not spoken with previously on, and so on – Brand-new CEO’s strategy to bring in brand-new individuals (Cecil, Pat) will make long term employees feel threatened and insecure.
3. Does your group think the proposed strategy is a good strategic move for Lakeland Wonders? If yes, why? If not, why not?
We think that the proposed strategy is a good move for the following reasons: • Increased growth potential, increased profits- enabling the company to grow in line with targets set by board. • Expansion into growing market-mid non-electric market only segment predicted for double digit growth. • Ensures the company remains competitive over the long term.
• Cost effective. • New staff, new ideas and fresh growth- overall improvement for the company.
However there are also some negatives: • The overall planning is needs to be effective and complete otherwise it could be damaging to the company. • CEO’s push to force through the changes is causing divisions within the company. • Potential loss of the core quality of the company (traditional, made in USA, etc.) • Risk alienating current customers.
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