Performance Improvement Strategies for AC Gilbert: A Case Study

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Change Management
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TASK 2
Performance improvement strategies for AC Gilbert
With a declining sales and performance, AC Gilbert needs a good performance
improvement strategy to be able to attract back the customers it had over the years;
Some of the key performance improvement strategies include;
1) Capitalize on quality produced- Jack Wrather upon successfully buying majority
of the company compromised on quality which AC Gilbert Senior had focused on
for 50 years. It was prudent if quality was maintained while focusing on
advertising.
2) Advertising- Jack Wrather could have focused more on TV advertising which was
more popular in the 60s and this could have increased the sales.
3) Sales- the company should have focused more on personal relationship which
had been the culture of the company and had realized great fruit since its
inception (Bolman and Deal, 2017).
4) Manufacture more popular toys- the 60s had seen the change in culture in the
US, with children being more rebellious and less conservative. Educational toys
were no longer popular and AC Gilbert should have shifted their focus more on
popular toys like Barbie and racing cars for boys (Barney, 2014).
Strategic goals
Most of the strategic goals were pegged on profits;
1. Increases sales to $20 million per year
2. Increases quality of toys produced while increasing the lines of toys
manufactured.
3. Increase the annual profits
4. Having a management that was aware of the customers’ needs and the
relationship between the company and the customers.

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5. Have a strategic flow of goods from them to the retailers to the final customer.
Description on proposed processes or amendment to current process
When Jack bought the majority of the shares from AC Gilbert, he wanted a company
with good reputation that was going to be profitable upon his input. He had an
expansion strategy and change of management that was struggling. The process
involved producing popular toys in the market, aggressive sales through salesmen and
TV advertisement and increased line of toys to meet market demand. However he
compromised on quality and the parents realized that there was no value for money on
the toys (Goetsch and Davis, 2014).
Brief explanation of how proposal will improve performance and competitiveness
This proposed processes will increase sales and improve key performance indicators.
Increased sales on TV will increase market visibility of AC gilberts toys while producing
more line of toys will improve the market competitiveness. Change in management was
to bring people who have more clue on the market dynamics and changing trends
therefore improving the performance and competitiveness within the industry (Hill and
Schilling, 2014).
KRAs & KPIs
The following are the key performance indicators;
Profitability
Sales
Customer satisfaction
Employee retention and turnover rates
Market visibility