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Leadership and Management Development - Assignment

   

Added on  2020-10-05

27 Pages6812 Words118 Views
Leadership and ManagementDevelopment

INTRODUCTION1. Executive SummaryThis Report intends to identify some key attributes that should be present in a personselected for the position of Director of Strategy, Marketing and Public Relations. It wouldidentify anddescribe the role of Director of Strategy, Marketing and Public Relations in BBS.This report will also gain an insight into CVs and behavioural characteristics of the threeshortlisted candidates and determine which candidate would best suit the job role as per thecurrent scenario of company. Initially, the report would recognise the skills, attributes andknowledge needed for the second most senior post in BBS after the CEO. Later, the reportwould reflect upon identifying those selected criteria of skills, attributes and knowledge in anyone of the 3 shortlisted candidates and select him for the new job position of Director ofStrategy, Marketing and Public Relations. It is evident that BBS has seen decline in sales overlast 3 years. Looking at the current scenario of BBS, it is recommended that the company willselects that candidate who has a strong vision and aligns the individual behaviour of employeestowards the accomplishment of organisational goals of increasing growth and expansion byreaching into new segments of international markets. Once a suitable candidate is selected, it isrecommended that a training anddevelopment plan is made and executed so that the proposedcandidate can inculcate those attributes and skills that are missing in him. With this, thecandidate can be made totally suitable as per the criteria set by management for the role ofDirector of Strategy, Marketing and Public Relations in BBS Foods so that he can direct the roleof workforce towards the vision of company.2. List of key criteriaSales of BBS Foods have declined in traditional market over last 3 years. To deal withthis, company is seeking new markets for its products. To execute this, management has createda new position of Director of Strategy, Marketing and Public Relations. This will be the seniormost position after CEO and has its direct reporting to CEO. The person appointed for this postwill be responsible for handling a new department consisting of 50 personnel. For therecruitment of candidate for this post, a list of key criteria have been developed to analyse theextent to which selected candidates match the requirements of role. The criteria are decided1

keeping in mind the knowledge, skills and attributes of the person. The criteria decided bymanagement of BBS are:-KnowledgeMarketing- The person should have sound knowledge of theories of marketing. Also, it isimperative that he knows the various marketing techniques that can be adopted by anorganisation for promotion of its products and services across international markets andits application in business. It is important that these strategies are chosen keeping in mindthe current and future scenario of business operations (Bush, 2008).Public Relations- The person to be appointed for the post must understand theimportance of public relation for an entity. He is required to review press releases andsponsor corporate events to aid the company in maintaining and enhancing its imageamong people. The person appointed shall communicate the vision and mission ofcompany to wider base of audience so as to improve the positioning of company'sproducts and services in market.Strategic Management- Also, the proposed candidate should have brief understanding ofthe strategic options available with the company. He is responsible for analysing,evaluating and executing business plans in relation to internal and external environmentof an entity. This involves financial forecasting, market and feasibility analysis.SkillsProblem Solving- Being the second most senior post in enterprise, it is imperative thatthe person selected for this role has the skill of dealing with any problem or hurdle thatmay arise during the course of operations.Analytical Skills- It is significant that the person appointed for such high post hasanalytical skills to gain an understanding of the internal and external environment,pricing and advertising strategies used by competitors etc. and develop various strategieskeeping these in consideration.Communication- The person selected should have excellent written and verbalcommunication skills. He should have professional speaking abilities and be anempathetic listener so that he is able to speak in public, groups or via social media.Attributes2

Confidence- The selected person should have the self belief to handle a situation withmore certainty of success than failure.Cooperative- The proposed person should have the ability to work in coordination andcooperation with the fellow team members or fellow employees within the entity.Creative- The person with such a senior job role in marketing and strategic functionshould be creative and innovative enough to bring new ideas for promotion of company'sproducts and services and also enhancing brand image in market.Adaptive- The selected person should possess the ability to adapt to changes within oroutside the business organisation(Mintzberg, H., 2004).As per the description of above criteria for selection of person for the post of Director ofStrategy, Marketing and Public Relations, various skills, knowledge and attributes are allottedscores as below:-BasisTotal Score 100Knowledge:Marketing Public RelationStrategic Management141315Skills:Problem SolvingAnalytical SkillsCommunication10108Attributes:ConfidenceCooperativeCreativeAdaptive1055103. Key Elements that should not be taken into account As BBS company is planning to recruit competent candidate for the post of Director ofstrategy, marketing and public relations. BBS company may require different kind of skills andattributes for this specific post but there are some of key element and quality of candidate that3

should not be consider for this post. As the BBS company sales rate is fluctuating due to whichfirm is facing huge decrease in sales. Some of the elements that company should not consider inthe selection process are further explained in detail. It is found in profile of ArthurMc Loughlinis quite witty in nature. Although he scored very high rate in social ability but his witty natureand over friendly sense of humour is not effective for this specific post and should not be takeninto account. As BBS company is facing decrease in its sales rate due to which its productivityand profitability is effected badly. In this serious scenario, ArthurMc Loughlin witty nature is notapplicable for the post of Director of Strategy, marketing and public relations (Renz, 2016).As this post is most senior position in the Management Group after Chief executiveofficer, it requires more mature and problem solving person to handle the situation well in orderto formulate appropriate strategies for the firm to increase its sales. It is found in the profile ofCiaria Canavan, that she was appointed for the role of Head of Strategy for the business withouttaking any interview. This practise was inappropriate, as it creates a bias situation for all otheremployees who could be better than her in aspects of marketing strategies knowledge, skills andattitude. Giving preferences on the basis of well – known family background should be avoided.Thus this practices should not be taken into account.4. Scoring Criteria for each candidate for the post of Director of Strategy, Marketing andPublic Relation:Arthur McLoughlinBasisRating JustificationKnowledge Planning andExecution 10 of 15After reviewing overallprofile of Arthur McLoughlin it is foundthat he is having goodknowledge ofmarketing strategiesand he has representIreland on the Board ofthe European4

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