Strategic Planning and Organizational Development

The provided content comprises a collection of academic articles and online resources that focus on organizational development, leadership, strategic planning, and vision. The sources explore various aspects, including organizational learning and changing, servant leadership, resource configuration, communication, stakeholder analysis, and visionary leadership. These topics are crucial for understanding the processes of organizational development and strategic planning.

DEVELOPING ORGANIZATIONAL
VISION AND STRATEGIC
DIRECTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The role of key stakeholders of NHS in relation to the vision.........................................1
1.2 Factors that have their impact on business and its vision.................................................2
TASK 2............................................................................................................................................3
1.3 Creating a vision for NHS................................................................................................3
1.4 Establishing the way in which individuals intend to develop strategic direction for
business or division................................................................................................................4
TASK 3............................................................................................................................................5
2.1 Methods to communicate the vision to engage and inspire others...................................5
2.2 Assessing the way to build support for vision..................................................................6
2.3 Ways that will be used to communicate the vision and strategic direction to external
stakeholders............................................................................................................................6
TASK 4............................................................................................................................................7
3.1 Leadership behavior required to promote the vision........................................................7
3.2 Necessity to embed the vision in business.......................................................................8
3.3 Using vision to derive NHS objectives that set the strategic direction............................8
3.4 Outlining the strategic planning process used within NHS..............................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

ILLUSTRATION INDEX
Illustration 1: Stakeholder analysis..................................................................................................2
Illustration 2: Strategic planning process......................................................................................10

INTRODUCTION
The purpose of research is to identify and develop a vision and direction for an
organization or division within firm. It is a crucial task to establish a vision statement in order to
connect with the firm's values and its mission. Vision statement helps in defining the purpose for
which business came into presence. Furthermore, strategic direction provides benefits to the firm
in the form of sharing a sense of organizational direction and purpose. In the current study,
public sector enterprise has been selected which is NHS (Berkovich and Yoeli, 2010). It is
primary funded through central taxation and thus, provides a range of health services to people
that are residing in UK. The report describes the key role of stakeholders in relation to the vision
of organization. Further, it analyzes the factors that affect the enterprise and its vision. At the
end, report is describing the implementation of vision and strategic direction within NHS.
TASK 1
1.1 The role of key stakeholders of NHS in relation to the vision
NHS is required to pursue its goals and objectives effectively in order to achieve the
desired goals. Here, there are varied stakeholders who play an important role within firm so that
industry can grow rapidly in size. Also, it assists in improving the performance of business and
delivers the best quality health services to patients. Through evaluating the primary stakeholders,
it must involve determination of direct relationship with the health care group and thus,
influences the development as well as business objective in its relationship with them (Boyatzis
and Soler, 2012). Following are the key stakeholders of NHS with regard to vision. It is as
follows-
 Government- UK government plays the main role as stakeholders in order to manage
the rules and regulations within care home. Also, it is essential for care providers to
follow the policies framed by government in order to enhance the care quality within
NHS (Rendtorff, 2011).
 Customers- Customers play a critical role as they are the individuals who acquire and
use the business products and services in order to fulfill their needs. Thus, business is
required to analyze the needs and requirements of consumers in order to develop the
vision statement of firm (Snyder, 2010).
1

 Employees- It is essential for NHS to involve employees in decision making so that they
can provide valuable decisions in order to raise the standard of quality as per the needs
of patients. Hence, workers are the main stakeholders to carry out the desired task within
firm. The research and development department of organization provides innovative
services to patients in order to improve their health standards (Sugden and West, 2011).
Illustration 1: Stakeholder analysis
(Source: Swayne and et.al., 2012)
However, it is essential for NHS to manage the stakeholders in order to attain the
business success. Above discussed are the primary health care stakeholders and thus, it is
essential for the care home to evaluate them in order to assess the level of authority,
responsibility, influence their ability and patience level (Taylor and et.al., 2014). Hence, such
evaluation provides the required information in order to prioritize the requirement of
stakeholders in order to meet their needs that ultimately helps in attaining the NHS vision to
deliver the best quality services to care users.
1.2 Factors that have their impact on business and its vision
In order to analyze the factors which have their impact on business and its vision, it is
crucial to carry out PESTEL analysis. It is as follows-
2

 Political- It can be evaluated that the change in political party influences the business
and its vision statement. However, the developing pressures of political authorities on
NHS to deliver the best quality health care needs to care users at reasonable cost affects
the operations of firm and its vision statement too (Yoeli and Berkovich, 2010).
 Economic- Due to prevailing economic crisis, it leads to decrease in the disposable
income of consumers. Thus, it creates pressures on economy and increases the prices of
products and services. It also affects the funding of government which results in
decreasing the amount of health insurance that government provides to individuals.
Hence, it affects NHS in bringing quality services that impacts the business and vision of
firm (Albrechts, 2004).
 Social- Due to increase in aging population, it provides a range of threats and
opportunities to NHS. Thus, in order to fulfill the needs and expectations of clients
business requires developing its products accordingly (Bryson, 2011). Through
increasing expectations and awareness related health issues among individuals, it is
essential for NHS to promote transparency in its service delivery process so that clients
can be satisfied. Thus, it impacts the business and vision statement.
 Technological- The advancement in technology factor impacts NHS and its vision
because they need to enhance their technology in order to deliver the best quality
services to care users. However, improving technology requires huge cost and thus, it is
essential for the firm to mould its services in order to achieve the vision of customer
service and for attaining targets as well (Burke and Noumair, 2015).
TASK 2
1.3 Creating a vision for NHS
NHS vision statement is to deliver the best quality products and services to care users in
order to attain the final results. Following are the steps to develop vision statement which is as
follows-
 In the first step, it involves determination to develop clear objective so that business can
come into existence. However, it also helps in improving its vision statement.
 Further, after determining the objectives, NHS is required to set the stipulated time frame
in order to achieve the objectives. It is because; the vision statement is required to be set
3

fixed for a particular time period so that results can be attained (Dennis and Bocarnea,
2005).
 In the next step, it helps in developing the vision that involves listing the previous
achievements, skills and rendered quality services so that a positive base can be built in
order to attain the future success (Eddleston, Kellermanns and Sarathy, 2008).
 Here, actual writing of vision and business goals should be done so that NHS can
evaluate its capabilities in order to achieve the vision statement which it has developed to
serve the care users.
 Later, it works on providing the best training to its workforce so that they can effectively
communicate and implement the vision statement within firm. It is also crucial for NHS
to involve the workers in decision making while formulating the vision statement
(Eisenberg and Goodall, 2004).
 At the last stage, vision statement needs to be reviewed so that on the basis of gained
views from employees, it would help the firm to attain the vision of NHS and to render
the best quality services to patients.
However, for carrying out the proper steps, vision statement has been created for NHS.
Its new vision statement is “To render the best quality services and products to care patients in
order to cure the fearful diseases” (Grasseni, 2009). It can be attained through developing
innovative technology in order to cure serious diseases and to provide satisfaction among clients.
1.4 Establishing the way in which individuals intend to develop strategic direction for business
or division
Strategic direction can be stated as the tactic utilized by management that helps in
recognizing the direction of firm in order to attain the framework and to develop actions through
which objectives can be attained. Here, the HR manager of NHS is required to develop a strong
connection among business and its workers so that they can direct their efforts towards achieving
the strategic direction of firm. However, in order to formulate the strategic direction, it involves
mission, strategies and core values of business (Humphreys and Strategy, 2013). NHS strategic
direction can be evaluated through business goals that affect the firm's vision and objectives. The
vision statement of NHS is to render the best quality services to patients in order to overcome the
diseases. It can be effectively attained through adopting innovative technology.
4

Furthermore, business also aims to develop its service quality in order to satisfy the needs
of care users. There are varied factors that affect the strategic goals of NHS such as capabilities
of workers, research cost and financial capability of business. However, the main goal of
enterprise is to assess the best services so that the challenges faced by health care users can
overcome it. With an aim to achieve the vision statement, NHS is required to determine the
strategic direction. It involves investigation of goals, different strategic planning techniques and
the factors that impact the operations of firm at the marketplace (Jones and et.al., 2004). Also,
the strategies determined in order to achieve the end results can help in saving the revenues so
that it can be invested in implementing innovative machines to cure the diseases of patients.
Hence, it provides strategic direction to firm in order to attain the desired goals and vision
statement.
TASK 3
2.1 Methods to communicate the vision to engage and inspire others
There are different methods of communicating vision so that individuals within business
can be engaged and inspire others. These are as follows-
 Developing presentations- Here, the top management of NHS is required to convey its
new vision statement to its workers through organizing presentation. It helps an
individual to understand what business expects from them. Further, it is essential for the
workers to carry out proper activities so that they can render the best quality services to
patients in order to fulfill their needs. Such method is easier in order to fulfill the roles
and responsibilities of workers for attaining targets (Ketokivi and Castaner, 2004).
 External support and expertise- Here, business needs to outsource specific
professionals and experts from different fields so that they can analyze the needs and
maintain the quality of services in care home so that results can be attained. However,
such external support can provide guidance to workers so that they can carry out the
specific vision of NHS. Hence, professionals play a critical role in communicating the
vision statement to inspire and engage others within firm (Marzano, 2004).
 Organize induction- NHS is required to organize an induction program in order to make
employees engaged towards the common vision statement of firm. It is the most crucial
5

method through which business can engage its workers to encourage others in order to
accomplish the vision of enterprise (Miller, 2014).
2.2 Assessing the way to build support for vision
In order to develop support system for vision statement, business is required to undertake
effective ways which are as follows-
 Effectual communication system- Through building support system, it is crucial for
NHS to develop coordination among different business activities. However, in order to
comply with such type of activities, firm is required to build effective communication
channel so that information can be communicated within firm in order to attain the
desired goals. It also assists in ensuring NHS workers to support the vision statement so
that results can be attained within stipulated time frame. Further, it also involves
undertaking innovative technology in order to build coordination within firm with an aim
to attain the vision of NHS (Ritter, 2009).
 Overcoming equality problems- It is crucial for the organization to develop effective
support system in order to resolve the equality issues such as discrimination and gender
inequality so that NHS can attain the desired vision of firm. However, such issues related
to equality develop dissatisfaction among workers that hampers their performance. Later,
it impacts the vision of NHS (Steiner, 2010).
 Negotiation skills- It involves interpersonal skills, decision making ability, teamwork
and problem solving skills that helps in creating support system in order to build vision
statement of firm. However, involving such skills in individuals help in accomplishing
the goals within assigned time limit. It also assists employees to overcome the problems
and build long term vision for the firm (Swayne, Duncan and Ginter, 2012).
2.3 Ways that will be used to communicate the vision and strategic direction to external
stakeholders
It is essential for the firm to undertake different ways in order to communicate the vision
to external stakeholders. These are as follows-
 Promotion through media- NHS is required to communicate its vision and objectives to
external stakeholders through adopting media channels. It involved advertisement on TV,
newspaper, radio etc. However, it helps the firm to make customers aware about the
6

products and services of enterprise so that more people can be attracted towards it
(Kokelluller, 2014). Also, NHS can effectively communicate its future plan to outside
shareholders so that they can attract them to invest within firm. Thus, it is an important
tool to convey the vision of firm with the help of media promotion.
 Feedback mechanism- It is another type of communication way through which feedback
can be gained from external stakeholders in order to enhance the vision of firm. However,
it helps the organization to determine their interests and requirements that help in
facilitating NHS to effectively convey the goals and vision of firm and to provide the best
quality services to patients (Berkovich and Yoeli, 2010).
 Annual reports- Business is required to convey annual reports to external stakeholders
so that they can evaluate the revenues and expenditures of firm. It is the best way to
communicate the vision of firm to auditors, suppliers and competitors in order to attain
the desired targets.
TASK 4
3.1 Leadership behavior required to promote the vision
It is essential for individual working within firm to develop leadership behavior so that
they can promote the vision of NHS. It is as follows-
 Develop role model to promote and implant vision- Leaders are required to develop
role model in order to build the capability to influence the behavior of their colleagues
and to deliver the best quality services to individuals. Thus, these people can act as a
leader within team so that vision can be implemented and promoted to achieve the final
results.
 Change management- It is essential for leader to possess the ability to manage changes.
NHS workers are required to build attitude in order to manage the change within
enterprise so that encouragement and inspiration can be built in order to promote the
vision of firm (Boyatzis and Soler, 2012).
 Participative leadership style- With the help of such type of leadership, it helps in
promoting the vision in internal business. Thus, it is essential for leader to consult with
the team members in order to make decisions. However, it helps in facilitating and
encouraging vision through motivating workforce (Snyder, 2010).
7

3.2 Necessity to embed the vision in business
It can be evaluated that NHS is required to implement the vision within firm in the
following ways-
 Approaching change model- It is a consultative style model that can be adopted by
business in order to implement the delivery of the best quality services within NHS.
However, in such style, business is required to gather responses from workers so that they
can be encouraged in order to participate in the strategic planning process. Thus, it
incorporates such change within enterprise (Rendtorff, 2011). Also, it becomes easy for
the top management of firm to embed the vision within firm.
 Organizational culture- It involves attitudes, beliefs and values of workers within
enterprise. All such factors possess the capability to influence the proper quality
standards of health care so that diseases of care users can be cured. It is also essential for
NHS to implant the vision within enterprise with an aim to investigate its impact on
business culture (Bryson, 2011). Furthermore, business needs to evaluate the responses
from care users that help in determining the extent to which business is able to attain its
vision.
3.3 Using vision to derive NHS objectives that set the strategic direction
NHS is required to transform its vision into organizational objectives in order to set the
strategic direction within firm. It is as follows-
 Analyzing the vision- In the first step, it involves analyzing the vision of business so that
best results can be attained. Thus, through analyzing vision of NHS, it helps the firm to
attain desired objectives. Also, it supports the organization to develop vision effectively
so that they can render the best quality services to care users for attaining set targets
(Albrechts, 2004).
 Identifying the objectives- After evaluating the vision, it helps in delivering the best
quality services to individuals that helps in curing diseases. Therefore, it is essential for
business to link objectives of the firm with vision. Thus, it ultimately helps in attaining
the vision of enterprise. However, the objective of firm can be built through improving
research and development in order to enhance the skills of workers and to render the best
8

quality services to patients. Thus, it helps in achieving the strategic direction for NHS
(Eisenberg and Goodall, 2004).
 Establishing proper action plan- At the end, business needs to transform its vision into
objectives that involves establishing proper action plan so that workers can implement the
actions in order to attain desired objectives (Bryson, 2011).
3.4 Outlining the strategic planning process used within NHS
Following is the strategic planning process that is undertaken within NHS-
 Determining mission and objectives- It is the first step which states that it is crucial for
the firm to determine the mission and objectives of NHS. Business can build its strategy
in order to develop its vision and objectives (Grasseni, 2009).
 Environmental scanning- Here, firm needs to carry out proper environmental scanning
so that it can assess the potential threats that might affect business in the future.
Therefore, NHS is required to adopt SWOT and PESTLE analysis to bring the best
outcomes.
 Strategy formulation- Further, the information obtained from environmental scanning
has been used effectively in order to formulate the strategy within NHS.
 Strategy implementation- Later, it assists in implementing the developed tactic so that
best results can be attained. It requires proper resources so that strategy can be
implemented effectively within firm to attain the desired results (Jones and et.al., 2004).
 Evaluation and control- At the end, business needs to undertake responses from
workers so that best results can be attained. It also helps in determining the controlling
measures so that strategic plans can be improved.
9

Illustration 2: Strategic planning process
(Source: Gates, 2010)
CONCLUSION
From the above study, it can be conferred that stakeholders play a critical role in defining
the vision statement of business. Also, there are varied PESTLE factors that affect the business
and its vision to a great extent. The developed vision statement of NHS is “To render the best
quality services and products to care patients in order to cure the fearful diseases”. Thus, it can
be attained through building strategic direction for the firm and thus, desired objectives can be
achieved. Also, NHS needs to implement innovative technology machines in its research and
development department that helps them to overcome the diseases of patients. Furthermore, in
order to support the vision statement of enterprise, it is essential to develop effective
communication through adopting different media channels.
10

REFERENCES
Books and Journals
Albrechts, L., 2004. Strategic (spatial) planning reexamined. Environment and Planning B. 31.
pp. 743-758.
Berkovich, I. and Yoeli, R., 2010. From personal ethos to organizational vision: narratives of
visionary educational leaders. Journal of Educational Administration. 48(4). pp.451–467.
Boyatzis, E. R. and Soler, C., 2012. Vision, leadership and emotional intelligence transforming
family business. Journal of Family Business Management. 2(1). pp.23–30.
Bryson, J. M., 2011. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Burke, W. W. and Noumair, D. A., 2015. Organization development: A process of learning and
changing. Pearson Education.
Dennis, R. S. and Bocarnea, M., 2005. Development of the servant leadership assessment
instrument. Leadership & Organization Development Journal. 26(8). pp. 600-615.
Eddleston, K. A., Kellermanns, F. W. and Sarathy, R., 2008. Resource configuration in family
firms: Linking resources, strategic planning and technological opportunities to
performance. Journal of Management Studies. 45(1). pp. 26-50.
Eisenberg, E. M. and Goodall, H. L., 2004. Organizational communication: Balancing creativity
and constraint. Boston: Bedford/St. Martin's.
Grasseni, C., 2009. Developing skill, developing vision: practices of locality at the foot of the
Alps. Berghahn Books.
Humphreys, J. and Strategy, D. S., 2013. The vision thing. MIТ Sloan Management Review.
Jones, E. and et.al., 2004. Organizational communication: Challenges for the new century.
Journal of Communication. 54(4). pp. 722-750.
Ketokivi, M. and Castaner, X., 2004. Strategic planning as an integrative device. Administrative
Science Quarterly. 49(3). pp. 337-365.
Marzano, R. J., 2004. The developing vision of vocabulary instruction. Vocabulary instruction:
Research to practice. pp. 100-117.
Miller, K., 2014. Organizational communication: Approaches and processes. Cengage Learning.
Rendtorff, D. J., 2011. Stakeholders. Journal of Society and Business Review. 61. pp. 99–100.
11

Ritter, J. K., 2009. Developing a vision of teacher education: How my classroom teacher
understandings evolved in the university environment. Studying Teacher Education. 5(1).
pp. 45-60.
Snyder, N., 2010. Vision, Values, and Courage: Leadership for Quality Management. Simon and
Schuster.
Steiner, G. A., 2010. Strategic planning. Simon and Schuster.
Sugden, J. and West, S., 2011. AZ Essentials emerges from a collective vision. Journal of
Strategic HR Review. 10(5). pp. 17–22.
Swayne, E. L. and et.al., 2012. Strategic Management of Health Care Organizations. 6th ed. John
Wiley & Sons.
Swayne, L. E., Duncan, W. J. and Ginter, P. M., 2012. Strategic management of health care
organizations. John Wiley & Sons.
Taylor, M. C. and et.al., 2014. Visionary leadership and its relationship to organizational
effectiveness. Leadership & Organization Development Journal. 35(6). pp. 566–583.
Yoeli, R. and Berkovich, I., 2010. From personal ethos to organizational vision: narratives of
visionary educational leaders. Journal of Educational Administration. 48(4). pp. 451–
467.
Online
Gates, P. L., 2010. Strategic Planning with Critical Success Factors and Future Scenarios.
[PDF]. Available through: <http://www.sei.cmu.edu/reports/10tr037.pdf>. [Accessed on
27th October 2015].
Kokelluller, N., 2014. What Is the Meaning of Strategic Direction?. [Online]. Available through:
<http://www.ehow.com/about_6695669_meaning-strategic-direction_.html>. [Accessed
on 27nd October 2015].
12