Business Strategy of Volkswagen Report (DOC)
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Added on 2020-06-05
Business Strategy of Volkswagen Report (DOC)
Added on 2020-06-05
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Business Strategy
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1, 1.2 & 1.3..........................................................................................................................1Covered in PPT.......................................................................................................................1TASK 2............................................................................................................................................12.1 Organisational audit..........................................................................................................12.2 Environmental audit of Volkswagen................................................................................22.3 The importance of the stakeholders in preparing of the strategies...................................32.4 New strategy for Volkswagen..........................................................................................43.1 Alternatives strategy appropriateness...............................................................................53.2 Justification for selection of strategy................................................................................64.1 Roles & responsibilities of personnel in strategy implementation...................................64.2 Resource requirements for implementing the new strategy for VW AG.........................74.3 Contribution of SMART targets in business strategy.......................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONA business strategy is a plan of action that is used by organisation to set a path forachieving long term goals. It is also considered to be an art which is used for planning, directingand controlling all the activities that are taking place within an organisation. It allows managersin evaluating all the cross functional decisions that are being taken to complete a certain task. Itis a very important tool that is used for aligning all the resources and gaining consistency inbusiness process (Astrachan, 2010). It provides competitive advantage over a all the marketforces. For Volkswagen, a business strategy is required as to overcome all the issues that areprevalent in current scenario. The company has been penalised by the Environmental ProtectionAgency and the company has been fined very heavily. It has damaged its image which can beonly fixed by a proper business strategy. There are different tools and techniques that can beused for enhancing efficiency of organisation while overcoming this critical time. TASK 11.1, 1.2 & 1.3Covered in PPTTASK 22.1 Organisational auditThe company which has a global presence and offers products as well as services indifferent parts of world has to ensure that all organisational capabilities are at par withrequirement. For doing so it has to conduct organisational audit which will assist it in identifyingvariances that might hamper its capabilities and operations (Bharadwaj and et. al., 2013). It isimportant as this will enable company in identifying its own strengths, weakness, opportunitiesand threats. Currently there are certain gap that exist in Volkswagen own ability and standardsthat were set, as to understand these issues company needs to conduct SWOT analysis which willenable it in evaluating its capabilities against required levels. The organisation has more presencein more than 100 countries and it is considered to one of the best organisation when it comes tomanufacturing cars. The SWOT of Volkswagen:StrengthsThere are certain certain strengths which enables company in performing better:Major recruiter having a employee strength of 350,0001
Establishing itself in motor sport and hybrid car market. Effective and efficient manufacturingVery innovative marketing and advertising of products.Huge range of products. WeaknessThere are few issues in company capability. The level of competition is very high and it is constantly rising. Sue to higher level of competition the company have limited growth andmarket share.Image is damaged due to environmental scandal. OpportunitiesThese need to be exploited by organisation:New innovative and creative features need to be introduced. The developing markets present a opportunity to the company which canbe exploited. There is huge requirement to enhance interaction with other carmanufactures as to gain more knowledge and skills. ThreatsEnvironmental legislations will hamper sale of petrol and diesel cars. The technology is changing at a very fast speed which is leading tointroduction of new features which increases cost for company(Campbell, Edgar and Stonehouse, 2011).Raw material and parts of cars are getting expensive. The government in developing countries are limiting companycapabilities as to protect local manufactures of cars. 2.2 Environmental audit of VolkswagenThe company is always surrounded by factors which it can not control but only manageor adopt. The macro environment is considered to be uncontrollable factors that has to bemanaged by changes in policies and process (Casadesus-Masanell and Ricart, 2010).Volkswagen is a global company that has to keep on evaluating all these factors so that it canprepare itself for all the changes and overcome issues in future. It can use PESTLE analysis as atool to analyse and evaluate all factors that can hamper organisation working directly orindirectly. PESTLE of Volkswagen:2
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