Market Orientation And Corporate Strategy PDF
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Market Orientation and
Corporate Strategy
Corporate Strategy
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Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Overview of the research............................................................................................................1
Background of Company............................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................2
Importance of issue.....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................2
Current corporate strategy of ASDA...........................................................................................2
Issues which is created due to new corporate strategy of ASDA...............................................2
Recommend the ways by which employee's resistivity for new contract can be managed........3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................4
Primary method of data collection: ............................................................................................4
Secondary method of data collection:.........................................................................................4
Gantt Chart..................................................................................................................................4
REFERENCES ...............................................................................................................................5
.........................................................................................................................................................5
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Overview of the research............................................................................................................1
Background of Company............................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................2
Importance of issue.....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................2
Current corporate strategy of ASDA...........................................................................................2
Issues which is created due to new corporate strategy of ASDA...............................................2
Recommend the ways by which employee's resistivity for new contract can be managed........3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................4
Primary method of data collection: ............................................................................................4
Secondary method of data collection:.........................................................................................4
Gantt Chart..................................................................................................................................4
REFERENCES ...............................................................................................................................5
.........................................................................................................................................................5
TITLE
To identify the impact of workers' strike on corporate strategy of a company. A study on
ASDA.
CHAPTER 1: INTRODUCTION
Overview of the research
In this investigation, there is discussion about corporate strategy and its impact on
performance of whole organisation. Corporate strategy are the sources with the help of which are
related to stakeholders of organisation (Craypo and Nissen, 2019). There are different strategies
which are framed by mangers, but sometimes, stakeholders are not ready to understand it and
protest against it. Hence this arises situation of conflict among management and stakeholders
about corporate strategy issues. Thus investigation is based on ADSA which is planning to come
with new contract under which employees are allotted with more pay but they does not get paid
breaks and Monday holidays and rota flexibility is also taken away.
Background of Company
ASDA is the organisation which is dealing in retail sector providing home décor,
clothing, grocery store, etc. in different parts of country. This organisation is operating in
different parts of country and providing satisfactory services to organisation. There is difference
in working style of association as per change in geographical region because of difference in
their legal laws and regulations (Hanna and et. al., 2016). In order to improve overall
productivity of company, management is decided to increase paid rate and reduce facilities of
holiday, breaks and rota flexibility. But there are around 1000 employees who are against this
“Contract 6” and they are protesting in front of outlet of ASDA.
Research aim
To identify the impact of workers' strike due to new contract on corporate strategy of a
company. A study on ASDA.
Research objectives
To identify the current corporate strategy of ASDA.
To ascertain the issues which is created due to new corporate strategy of ASDA.
1
To identify the impact of workers' strike on corporate strategy of a company. A study on
ASDA.
CHAPTER 1: INTRODUCTION
Overview of the research
In this investigation, there is discussion about corporate strategy and its impact on
performance of whole organisation. Corporate strategy are the sources with the help of which are
related to stakeholders of organisation (Craypo and Nissen, 2019). There are different strategies
which are framed by mangers, but sometimes, stakeholders are not ready to understand it and
protest against it. Hence this arises situation of conflict among management and stakeholders
about corporate strategy issues. Thus investigation is based on ADSA which is planning to come
with new contract under which employees are allotted with more pay but they does not get paid
breaks and Monday holidays and rota flexibility is also taken away.
Background of Company
ASDA is the organisation which is dealing in retail sector providing home décor,
clothing, grocery store, etc. in different parts of country. This organisation is operating in
different parts of country and providing satisfactory services to organisation. There is difference
in working style of association as per change in geographical region because of difference in
their legal laws and regulations (Hanna and et. al., 2016). In order to improve overall
productivity of company, management is decided to increase paid rate and reduce facilities of
holiday, breaks and rota flexibility. But there are around 1000 employees who are against this
“Contract 6” and they are protesting in front of outlet of ASDA.
Research aim
To identify the impact of workers' strike due to new contract on corporate strategy of a
company. A study on ASDA.
Research objectives
To identify the current corporate strategy of ASDA.
To ascertain the issues which is created due to new corporate strategy of ASDA.
1
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To recommend the ways by which employee's resistivity for new contract can be
managed.
Research questions
Do you have knowledge about the current corporate strategy of ASDA ?
What are the issues which is created due to new corporate strategy of ASDA ?
What are the ways by which employee's resistivity for new contract can be managed ?
Importance of issue
“Contract 6” is the issue which is plan under which employees are paid with more salary
and monetary benefits but at the same time, they are not allotted with paid break, Monday
holiday and rota flexibility. But at the same time, night shift of employees also gets reduced from
eight hours to five hours. There are some employees who are not ready to take to accept these
terms and conditions die to which this contract can not implemented in organisation (Hill and
Maroun, 2015). If employees does not accept terms and conditions then they will be dismissed
from organisation.
CHAPTER 2: LITERATURE REVIEW
Current corporate strategy of ASDA
As per view of Vicki A. Benge, 2019 Corporate strategy refers to the plan with the help
of which organisation can improve their working style of whole organisation or some specified
unit. As there are possibilities that organisation is not performing up to the mark, then it is
responsibility of management to discuss changes working policies and modify them to get some
positive outcome. In order to implement corporate strategy in organisation, there is requirement
of regular support and assist from stakeholders. As per case of ASDA, management is thinking
to come with “Contract 6” under which employee rate of salary with reduction in less working
hours and pay will increase but at the same time, there benefits will get deducted such as paid
breaks, holidays and rota flexibility.
Issues which is created due to new corporate strategy of ASDA
According to Nisha Mal, 2019 There are issues which arise due to implementing new
contract such as some employees are not ready to accept it and this affects their working
performance at organisation. So this is the major drawback which ASDA get because of this
contract because this is the plan which is performed because of improving overall performance.
2
managed.
Research questions
Do you have knowledge about the current corporate strategy of ASDA ?
What are the issues which is created due to new corporate strategy of ASDA ?
What are the ways by which employee's resistivity for new contract can be managed ?
Importance of issue
“Contract 6” is the issue which is plan under which employees are paid with more salary
and monetary benefits but at the same time, they are not allotted with paid break, Monday
holiday and rota flexibility. But at the same time, night shift of employees also gets reduced from
eight hours to five hours. There are some employees who are not ready to take to accept these
terms and conditions die to which this contract can not implemented in organisation (Hill and
Maroun, 2015). If employees does not accept terms and conditions then they will be dismissed
from organisation.
CHAPTER 2: LITERATURE REVIEW
Current corporate strategy of ASDA
As per view of Vicki A. Benge, 2019 Corporate strategy refers to the plan with the help
of which organisation can improve their working style of whole organisation or some specified
unit. As there are possibilities that organisation is not performing up to the mark, then it is
responsibility of management to discuss changes working policies and modify them to get some
positive outcome. In order to implement corporate strategy in organisation, there is requirement
of regular support and assist from stakeholders. As per case of ASDA, management is thinking
to come with “Contract 6” under which employee rate of salary with reduction in less working
hours and pay will increase but at the same time, there benefits will get deducted such as paid
breaks, holidays and rota flexibility.
Issues which is created due to new corporate strategy of ASDA
According to Nisha Mal, 2019 There are issues which arise due to implementing new
contract such as some employees are not ready to accept it and this affects their working
performance at organisation. So this is the major drawback which ASDA get because of this
contract because this is the plan which is performed because of improving overall performance.
2
As per change in working style of ASDA, workers have to work on continual basis for long
hours due to which there are possibilities of ill- effect on employees health and increment in
labour turnover.
Recommend the ways by which employee's resistivity for new contract can be managed
There are some ways through which management of ASDA can perform operations in
appropriate manner by managing them. As per view of Brian Blecke and Kelly Smith, 2019
There must be proper counselling of workers which are protesting against this contract and
provide them some more motivational techniques. There must be flexibility in terms and
conditions through which they are ready. In case employees want some other benefits, then it can
be inserted with mutual consent of all workers. With the help of these ways it is easy to
implement new contract and deal with corporate structure issue.
3
hours due to which there are possibilities of ill- effect on employees health and increment in
labour turnover.
Recommend the ways by which employee's resistivity for new contract can be managed
There are some ways through which management of ASDA can perform operations in
appropriate manner by managing them. As per view of Brian Blecke and Kelly Smith, 2019
There must be proper counselling of workers which are protesting against this contract and
provide them some more motivational techniques. There must be flexibility in terms and
conditions through which they are ready. In case employees want some other benefits, then it can
be inserted with mutual consent of all workers. With the help of these ways it is easy to
implement new contract and deal with corporate structure issue.
3
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the section, in which different tools and techniques which are
used in organisation are discussed. There is complete and specific information about tools which
are used and justification behind it.
Primary method of data collection:
Primary information is collected through different sources such as questionnaire, focus
group, face to face interview, etc. because under this there is direct interaction among researcher
and respondents (van Essen and et. al., 2015). Questionnaire is used in this research because this
requires less time to collect primary information from individuals. 50 employees from ASDA are
selected for collecting primary information.
Secondary method of data collection:
Secondary information is the source with the help of which overall information about
“Contract 6” can be collected. There are different sources from which secondary information can
be collected because this is the source under which research is already done. Hence this way give
major and overall information about issues related with “Contract 6”
Gantt Chart
Gantt chart is the pictorial discussion about information which is used to divide whole
investigation in different parts. There is requirement of complete and specific information about
investigation and ways through which it can be divided in different small chunks (Noe and et. al.,
2017).
4
Research methodology is the section, in which different tools and techniques which are
used in organisation are discussed. There is complete and specific information about tools which
are used and justification behind it.
Primary method of data collection:
Primary information is collected through different sources such as questionnaire, focus
group, face to face interview, etc. because under this there is direct interaction among researcher
and respondents (van Essen and et. al., 2015). Questionnaire is used in this research because this
requires less time to collect primary information from individuals. 50 employees from ASDA are
selected for collecting primary information.
Secondary method of data collection:
Secondary information is the source with the help of which overall information about
“Contract 6” can be collected. There are different sources from which secondary information can
be collected because this is the source under which research is already done. Hence this way give
major and overall information about issues related with “Contract 6”
Gantt Chart
Gantt chart is the pictorial discussion about information which is used to divide whole
investigation in different parts. There is requirement of complete and specific information about
investigation and ways through which it can be divided in different small chunks (Noe and et. al.,
2017).
4
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REFERENCES
Books and Journals
Craypo, C. and Nissen, B. eds., 2019. Grand designs: The impact of corporate strategies on
workers, unions, and communities. Cornell University Press.
Hanna, P. and et. al., 2016. Conceptualizing social protest and the significance of protest actions
to large projects. The Extractive Industries and Society. 3(1). pp.217-239.
Hill, N. and Maroun, W., 2015. Assessing the potential impact of the Marikana incident on South
African mining companies: An event method study. South African Journal of Economic
and Management Sciences. 18(4). pp.586-607.
Noe, R. A. and et. al., 2017. Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.
van Essen, M. and et. al., 2015. The resilient family firm: Stakeholder outcomes and institutional
effects. Corporate Governance: An International Review. 23(3). pp.167-183.
Online
Vicki A. Benge, 2019. The Definition of Corporate Strategy. [Online]. Available through:
<https://bizfluent.com/info-7746270-definition-corporate-strategy.html>.
Nisha Mal, 2019. Asda workers on strike over new contracts - told to sign or "face the sack
before Christmas". [Online]. Available through:
<https://www.stokesentinel.co.uk/news/uk-world-news/asda-workers-strike-over-new-
3325864>.
Brian Blecke and Kelly Smith, 2019. 6 Tips for Responding to Changes in Business Strategy.
[Online]. Available through: <https://trainingindustry.com/articles/strategy-alignment-
and-planning/6-tips-for-responding-to-changes-in-business-strategy/>.
7
Books and Journals
Craypo, C. and Nissen, B. eds., 2019. Grand designs: The impact of corporate strategies on
workers, unions, and communities. Cornell University Press.
Hanna, P. and et. al., 2016. Conceptualizing social protest and the significance of protest actions
to large projects. The Extractive Industries and Society. 3(1). pp.217-239.
Hill, N. and Maroun, W., 2015. Assessing the potential impact of the Marikana incident on South
African mining companies: An event method study. South African Journal of Economic
and Management Sciences. 18(4). pp.586-607.
Noe, R. A. and et. al., 2017. Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.
van Essen, M. and et. al., 2015. The resilient family firm: Stakeholder outcomes and institutional
effects. Corporate Governance: An International Review. 23(3). pp.167-183.
Online
Vicki A. Benge, 2019. The Definition of Corporate Strategy. [Online]. Available through:
<https://bizfluent.com/info-7746270-definition-corporate-strategy.html>.
Nisha Mal, 2019. Asda workers on strike over new contracts - told to sign or "face the sack
before Christmas". [Online]. Available through:
<https://www.stokesentinel.co.uk/news/uk-world-news/asda-workers-strike-over-new-
3325864>.
Brian Blecke and Kelly Smith, 2019. 6 Tips for Responding to Changes in Business Strategy.
[Online]. Available through: <https://trainingindustry.com/articles/strategy-alignment-
and-planning/6-tips-for-responding-to-changes-in-business-strategy/>.
7
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