Leadership and Sustainability Assignment

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DissertationUnit 2 - ProposalMBA, Leadership and SustainabilityRKC, July 2017Student ID number:1550809Module name:DissertationAssignment title:Unit 2 ProposalAssignment deadline:09 July 2017 23:59 (Zurich time)Effective number of words used:2769I confirm that I have read the University regulations on plagiarism, and that this assignmentis my own work.I certify that I am the author of this paper and that any assistance I received in itspreparation is fully acknowledged and fully disclosed in this assignment/paper/examination.I have also cited any sources (footnotes or endnotes) from which I used data, ideas, theories,or words, whether quoted directly or paraphrased. I further acknowledge that this writtenwork has been prepared by myself specifically for this course.Student ID Number:15508091|P a g e
Date:05/07/20172|P a g e
ContentsIntroduction..............................................................................................................................3Research questions...................................................................................................................4Methodology............................................................................................................................5Limitations:...............................................................................................................................7Schedule:..................................................................................................................................7Suggested bibliography............................................................................................................83|P a g e
IntroductionThe test case I wish to investigate involves a medical device group which has severalbusiness units around the world, each one of them acting as a separate business entitywhich historically, even though all have the same ownership, didn’t try very hard to createthe grounds for joined resources due to cultural and managerial differences. Following amerger and acquisition of a third party medical device company, which products weredistributed by the United States brunch of the group, the group strategy has changed.Strategically, the target was to achieve joined sales and marketing efforts for an overallintention of joined resources between the entities. As a result, the next goal was to moveaway from a separated marketing look and feel to reach a “one-company look” and a familyfeeling for both the employees and clients. This was to be achieved by creating a new andjoined leadership and managerial team and create a single marketing department with onedepartment manager across all branches, where this department’s goal would be toestablish a singular message across all branches and territories. In order to achieve this andtake the company to the next level, a new chief executive officer has been appointed. Thischief executive officer had been an acquaintance of the main company group share holderfor a long time. They have met during the new appointed chief executive’s officer formerposition as a commercial attaché. Although His experience was mainly from thegovernmental, non-profit oriented sector, he was appointed as a trusted friend and not as aprofessional appointment. This was without regarding or taking into full consideration thelack of managerial or medical background. Part of the work, would be to differentiatebetween the types of managers in the public and private sectors and what traits they needto order to succeed in their role as leaders. From this data gathered, the research questionswould be approached and answered.Going back to the company in question - the targets set for the company following thedescribed steps were:1.Growth of revenue and of market share in decided market segments.2.Decrease overall costs of sales and increase profitability.3.Optimization of the marketing and business development departments.4.Create a single marketing department across all territories with a single look, joinedbrand and unified message.5.Increase investment in research and development for the purpose of creating thenext generation of the company products to maintain and increase market feasibilityand presence.6.Decrease cost of production and opening a new production facility for the USmarket.7.Open new sales branches for the Indochina markets.As stated above, the company in question is a leading manufacturer and distributor ofmedical devices for emergency medicine. Among its products, one can find leadinginnovations which are considered to be gold standard in many emergency servicesworldwide. The company works with militaries, governmental organizations, hospitals and4|P a g e
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