Organisational Plan for The Naturale: A New Company Expanding its Business in Australia

This report discusses the organisational plan of a new company, The Naturale, which mainly focuses on the production of 100% natural cosmetics. The report analyses situational analysis, organisational structure, company planning, financial plan, personnel plan for innovation research and workshop ideas for innovation.

Running head: ORGANISATIONAL PLAN
ORGANISATIONAL PLAN
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction....................................................................................................................2
Situational analysis.........................................................................................................2
Organisational structure (The team)...............................................................................4
Company Planning.........................................................................................................7
Financial Plans...............................................................................................................9
Personnel Plans for Organising for Innovation Research............................................11
Workshop Ideas for Innovation....................................................................................14
Conclusions..................................................................................................................16
References....................................................................................................................17

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Introduction
The aim of this report is to discuss the organisational plan of a new company recently
starting to expanding its business in the Australian region. The name of the company is The
Naturale which mainly focuses upon the production of the range of products mainly
foundation containing 100% natural contents. The company is obsessed with finding the
absolute best ingredients apart from the artificial, toxic and synthetic ingredients usually used
for the manufacturing of cosmetics of the internationally renowned brands. This company
mainly manufactures the product line from the plant-based and free from synthetic or
chemical ingredients. The company will be launching a new range of organic liquid
foundation. The core strategy of this product innovation to apply those customers who want
to replace their chemical foundation with a high quality organic foundation of all types of
skin. The product will be applying the new base of customers mainly segment of 18 to 35
years of age. This company has responsibly sourced organic plant and plant parts that the
customers will prefer for their glowing, hydrated, firm and youthful-looking skin.
This report will be analysing situational analysis, organisational structure or the
strategies of the team, company planning, financial plan, personal plan for innovation
research and workshop ideas for innovation.
Situational analysis
The cosmetics market of the world is growing sharply as the demand for different
types of cosmetics is increasing. In this situation. The demand is being made by different
local as well as international brands making the market high concentrated and competitive.
There are various sections of cosmetic launched by different brands that have different
segments of customers meeting different demands. In this market situation, laughing a new

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product range will be difficult as the competition in the market is high. However, the
company will be able to higher the sales because the preference for organic or natural
cosmetic products is sharply increasing. This is the reason why the company of allows the
perfect plan of launching a 1000 unit of organic liquid foundation; then it will be acceptable
by the new base of customers who want to replace their chemical-based foundations with the
organic ones.
The main target customers will be from 18 to 35 years of age needing high quality
foundations for the professional make up. For this demography, the company will have a new
production team, but the marketing will be done by the existing marketing team. This is due
to the fact that the existing customer base is in good touch with the active customer support
team. The marketing team will be taking care of online and offline promotional initiatives.
On the other hand, a new manufacturing unit will be developed when one part of the total
production unit will be working.
Mission: the company has signed for Compact for Safe Cosmetics pledge that aims
to energise the aware and conscious customers to savour the luxury organisation foundation
as their daily wellness rituals.
Vision: the company formulates natural and exceptional ingredients, with a softer impact
upon the planet hence aims to expand among the professional make-up artists to incorporate
usage of organic products.
The objective of the company will be achieving 15% growth in the revenues and
earnings with the next 12 months. The monthly sales will be increased by ten present in the
course of 12 months. The human resources of the firm will be reduced by 20% employee
turnover in these next 12 months.

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Organisational structure (The team)
The company has a string team which are united with their passion, right mixture of
hard work and innovative ideas to accomplish just about anything. As mentioned before, this
project will be taking place for 12 months; therefore, developing an impressive impact upon
the particular customer base. In order to organising innovation, a perfect team spirit, clear
vision, unified goals and perfect leadership are needed. All of these are effective to develop
the team to be integrated and collaborative that leads the employees to be motivated at their
best.
The team structure comes under the entire organisational structure, which is mainly
led by the CEO of the company and the different departmental heads. Under them, the teams
work under the project managers. The company will have new production team, but the
marketing will be done by the existing marketing team which will be led by the Vice
president of Sales and marketing, and the production team will have Vice president of
manufacturing as their leader.
Figure 1. Team structure
CEO
Vice president of
Sales and
makrteing
traditional and
online marketing
team
sales team
Vice president of
Manufacturing
project manager
for new product

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(Source: created by author)
The main focus will be on the manufacturing team where the employees will be
coming from different customer and knowledge background. This team will be responsible
for developing the production planning, technical or industrial machine handling, research
and development, quality assurance and maintenance. The leadership capabilities of the
managers help to maintain collaboration among the employees and the team spirit. There are
some very important factors that manipulate the team members to work collaboratively and
with motivation. The presence of features like jealousy, withholding data, backstabbing,
conflicts, poor decision making and internal competition affect the teams in a negative way.
In order to develop a perfect and highly motivated team, the leadership capabilities of
the team leaders and management are necessary (Hunt, Layton and Prince 2015). This is due
to the fact that in the case of Naturale, the employees do not have much knowledge about the
internal environment of the company as this is a start-up company. The focus upon the
diversity of culture and other factors like age, class and gender are to be maintained by the
management so that there is no scope for the conflicts to prevent the start-up from growing
(Van Knippenberg and Mell 2016). The company firstly needs to the employee such a band
of managers who already have working experience with a similar company so that the
knowledge can flow from the high intensity to low. These managers will be helping the
ground level employees in the research and development process, handing off the industrial
machinery and in the marketing process.
In the dynamic team, the employees are to be self-aware so that this leads to better
team performance. In this regard, the decision quality, coordination and conflict management
are the steps which they must follow (Picken 2017). These are dependant upon the soft skills

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of the mangers like empathy, personality, values, beliefs, understanding of the characters,
effective communication style, in-depth knowledge about the tasks, and motivating others. In
order to maintain a positive organisational culture, the management needs to take the most
important steps so that the discrimination issues do not grow in the workplace.
The diversity in the teams can have efficiency in growing the products and companies
in a positive way. The diversity will help in selecting effective talents, experiences, skills
which benefit the organisation and the work performance. This is effective for the team
dynamics because these crossover skills increase assistance among the team members where
the appropriate skills of the people fit with the roles of their positions (Devece, Peris-Ortiz
and Rueda-Armengot 2016). Diversity leads to experience variety of skills that can be
beneficial when coming into knowledge sharing. While the company is targeting one
particular segment of the Australian market, therefore perfect understanding of the customer
demand will be diverse. Therefore only a diverse team will understand their demands along
with their feedback effectively (Lee, Swink and Pandejpong 2017).
Diversity in the teams leads to the creation of innovation. This is due to the fact that
the employees in the team having different cultural background will be working together.
They have their own different working style, creative concepts and ideas. That offers
suggestions on one another, making the workplace more enjoying and leering. In this respect,
the team members will be having all the necessary experience for execution (Andrejczuk et
al. 2019). Therefore they develop a great boding with another by knowing the strengths and
weaknesses of all.
Diversity in the team grows talent pool that leads the company to become innovative
in every aspect. The team will be innovative in manufacturing as well as in the marketing
process (Usher and Barak 2019). In this regard, the management can motivate all of the

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employees to contribute their ideas in the decision making which manipulate all the
incorporate out of the box ideas. Thus the team members feel themselves to be important in
the growth of the organisation and retention will be increasing as the objective of this project.
This positive working culture will be manipulating the employees to accept backgrounds of
the others and thus promote equality by eliminating any type of discrimination issues (Wang,
Kim and Lee 2016). Finally, the improvement of employee performance is a necessity in this
project of launching a new product on behalf of The Naturale. Inclusivity in the workplace
makes the situation more comfortable for the employees; therefore, competition is promoted,
but it does not affect the team in a negative way.
Company Planning
Company planning for this product would be based on its objective and vision. There
would be a set mission for the product, but the consumers would be presented with a mantra.
This mantra would be of three to four words and would represent the product motif. The
methods and strategies used for the organic foundation would be clearly communicated in
each level of the workforce so that they could work for a common goal. As opined by Mu et
al. (2017), the teamwork would play a pivotal role in project success. Therefore, the authority
must take care of the team formation and the leader selection in this product development.
First, the company would invest its attention in market research. The Naturale already
have their products in the markets of Australia. Now the company have to do research on the
demand for the new product it is planning. Next, are the product designing and development.
The company have to select its suppliers carefully. The market of the organic cosmetic range
is not saturated, and the availability of suppliers for the product elements are low in number
(Cooper 2019). Suppliers have high bargaining power in the market. Supplier selection
should be made through good negotiation. The product would be designed to stand different

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in the market. The shades and the elements used in this product would be unique in its
quality.
Developing a product and making it successful in the market requires expert control
on each and every step. Manufacturing of the product would be done by the own units of
Naturale. Therefore, the target would be to manufacture the best quality product at minimum
cost (Gopalakrishnan et al. 2015). The manufacturing team of the product would have the
skills in creating a quality product. The company could also target to have some modern
equipment in the manufacturing unit so that time and cost could be saved.
Promotions and advertising would be the priority for the new foundation range. There
is some organic foundation available in the market, but these are not available in as many
shades as the Naturale would offer. This would be the USP of the product, and the marketing
and sales team would focus on this aspect. They need to communicate with the customers
visiting the stores and introduce the product. Online promotions would mainly be done
through the company website and social media platforms (La Rocca et al. 2016). Other than
that pamphlets and billboards advertising are also effective media.
Preparing the budget for the whole process would be done before the product
manufacturing. The budget would be done on the basis of market research and manufacturing
objectives. The company would first have the product manufacturing costs set and later it
could include other units (Knudsen and Schleimer 2015). The objective of the company is to
have 15% growth in the initial year. This target audiences are young women, and there needs
to be some feedback collecting plan. Feedbacks would be collected from the target consumers
in two months gap. The process of manufacturing and promotion need to be in control
throughout. The evaluation process would be based on company revenue earning. Another
yardstick of evaluation would be consumer satisfaction. Evaluation and control would enable

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the management and the authority to finalise their attempt of the new product. They could
modify their marketing and other plans according to the feedback and evaluation results.
Financial Plans
The financial planning would cover all the aspects of product manufacturing,
distribution channel and marketing. The financial planning for the launching of a new liquid
foundation for the company Naturale needs to be done efficiently. The financial planning for
this project would be built upon the product designing, promotion and distribution. The
marketing research has been done to understand the condition of market, competitors and
required resources for this new project (Luzzini et al. 2015). The demand for the product in
the market is quite high as the target segment is interested in using organic products. The
objective of the product is to elevate the market shares of this company and increase the
customer base in the process.
Identifying the business environment and type of resources required for the product
launch is important to plan the finances carefully. This is a natural cosmetic product would be
built on the seaweeds base and using the natural colours for different shades. A new unit
would be assigned to this project for manufacturing and research. The marketing would be
done by the same marketing unit of the company. At the first phase, 1000 units of the product
would be launched. The evaluation and planning suggestion is for the time span of six
months.
Resources needed for this project are the ingredients, equipment, materials, supply
chain and the marketing resources. The tentative cost of the budget of the product
manufacturing and marketing for six months is given in the table below-
Cost heads Costs
Marketing research $280

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Product Manufacturing
Designing $200
Materials sourcing $3000
Labour cost $15000
Equipment $2500
Manufacturing costs $3000(1000 unit*$3 for the first phase)
Distribution cost $1000
Promotion
Product launch $120
Advertising $3400
Promotional events $560
Total $29,060
Table 1: tentative budget for the new product
(Source: Created by the author)
The costs of this project would be mainly distributed in four heads- product
manufacturing, marketing research, distribution and promotion. Promotion would be done
through various channels like TV and radio commercials, in-store promotions through
employees, online advertising through YouTube and popular websites, social media
promotions (Cui and Wu 2017).
The budget set has some risks considering the changing market demands and trends.
There could be some point where the budget proportions would be changed after evaluations.
According to Bouncken et al. (2018), there could be some degree of uncertainty as it is set
according to future forecasts. Reducing the risk is possible with effective market research and

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regular evaluation. Other than that, the company has to be ready for accepting any such minor
or major changes in the budget numbers (Lawson, Krause and Potter 2015). Other than that
the financial atmosphere of the destination market Australia could pose challenges in the set
budget.
Personnel Plans for Organising for Innovation Research
Research on the market and situational condition of the market is an integral part of
any innovative measure. The Naturale is the company that aims at building a strong consumer
base and their demand satisfaction. Launching a new product is a task that has many risks and
contexts (Lee, Kim and Joshi 2017). Therefore, it is important to do the research of the
market, recruit the skilful and motivated employees and distributing the responsibilities. The
innovation research is to be done on the market and the product. The demand and supply
contexts and the competitor's condition in the market could be evaluated through effective
market research.
The aim of the innovative research would be to aid the creative capability of the
company. This innovative plan would be designed and maintained by a number of skilful
personnel (Wowak et al. 2016). There would be a different unit of employees for the market
research, product designing and manufacturing. The personnel would be recruited in these
three categories that would be completely separated from the other units of the company.
Responsibilities
The whole project would be managed by the project managers who would distribute
the responsibilities within the marketing managers, sales managers, manufacturing managers,
financial departments and other employees.
Marketing Personnel

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Marketing research would be conducted by the marketing research team. This team
would consist of the market experts who have at least two years' experience in marketing. In
the opinion of Leenders and Dolfsma (2016), the market report analysis is the most important
part of the product launch. As Naturale is trying to launch a completely new product in the
market, the market research team has to do extensive enquires of the demands and business
environments in Australia in respect of the product planning.
The second responsibility of the team would be to manage the aspects of marketing
and advertisements after the product launch. Promotions and customer satisfaction would be
the priority of the research team (Cooper, 2016). The marketing team would have two
managers and 15 employees in the team. The team personnel would be divided into
promotions and distribution departments.
Sales Personnel
As the product would be launched in the stores at first, the sales team has to perform
at their best in sharing the information of the product, promoting it to the customers new and
existing and increase the company revenue through the new launch. The skill of the sales
representative in the stores would lead the company to gain success in its venture
(Brinckmann et al. 2015). In the sales team, there would be one sales managers and the team
would have 20 employees. These employees would be newly recruited as well as selected
from the existing employees.
Manufacturing Personnel
Manufacturing of the products would be done under the supervision of the
manufacturing managers. The resource management needs to be of high quality in this
department. Naturale always concerns about the quality of products it is offering to the

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consumers. Therefore, the team need to be skilled and efficient. The manufacturing of
cosmetic foundation needs to be done with the help of some of the most efficient employees
(Hopp and Greene 2018). The manufacturing unit would have the highest number of
personnel according to the requirements.
Financial Personnel
There is a huge scope of researching the financial needs for this project. The results
would be depended on the market condition and the objectives of the product development.
The finance officer of the Naturale Company would do the required research with his team.
The fiancé team would research on the price and budget set of the new product. The financial
reports of the financial team would be the base of revenue and profit forecast on the new
venture (McKenzie 2015). The finance team would be led by one finance manager and ten
employees.
Recruitment process
The company needs to recruit some new employees for the product development of
the new organic liquid foundation. There would be a completely different unit in the
company that would only concentrate on the new product. The manufacturing and marketing
research personnel would be recruited differently for this project. The company must be
screen the personnel thoroughly before recruiting them in the process.
The marketing team would be selected from the already existing employees. This
would be effective as they could understand the objective and mission of the company more
effectively than the new recruits (Burns and Dewhurst 2016). Innovation research would be
the responsibility of the team. Therefore, team members and leaders should be selected
carefully.

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Workshop Ideas for Innovation
Innovations workshops would be designed to prepare the team to manage the
challenges that they could encounter in their work process. Teamwork is the most important
part of any project development (Iturrioz, Aragón and Narvaiza 2015). These workshops are
instrumental in setting clear visions, increasing communication and integration within the
team and also increasing competence within the team. The workshops would be divided into
different sections according to the day's activity. For example, the first-day activity could be
arranged on how the customers would behave while purchasing the product or making
decisions.
Co-creating Customer Journey
The purpose of this activity to increase the employee's awareness of customer decision
making. This is quite important in the launching of new products. In the process, the
employees would have to understand the challenges and though the process of the customers
(Palm, Lilja and Wiklund 2016). This is a teamwork, where the team members would work
together to suggest the most effective customer journey map.
The employees would be divided into three or four members in each group. The task
would be elaborated by the organiser to the groups. In this activity, the team would be
encouraged to understand the product from the perspective of different segments of
customers. They could use pointer or post-its on the wall to indicate the steps of the journey
of customers buying decisions.
Parking Lot
The purpose of this activity in the workshop is to have the innovative ideas of the
employees landed in front of the team and management. This increases the concentration of

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the employee and reduces any type of destruction for the set goals of the innovation (Wehn
and Montalvo 2018).
In this activity, the employees would be provided with a part in the wall, where they
can park their ideas that are not related to the days' workshop subjects. In this way, the
management could track the ideas that employees could have while doing an activity and not
related to it. By writing the idea in the wall, the employees would be less diverted, and they
would not share the ideas with the team and disturb the flow.
Lateral thinking exercises
Non-competitive goals of the employees within an organisational setup need to be
shunned in the innovative workshops. Lateral thinking is designed to fulfil that objective of
the Naturale workforce.
This unit of the workshop would be designed to increase team work and
communications. Some puzzles would be assigned to the groups, and they would be asked to
solve them together. The activity of the workshop would increase the interactions within the
employees. As the company is trying to get new employees, this is an interesting and
effective means of increasing work bonds between the newly recruited employees.
Reflective activities
It is recommended that the workshop should be ended with a reflective session. In this
session of the workshops, the employees would be asked to share what they have experienced
in this workshop and how they would implement these in their work. Employees in the group
would be provided with two spaces. In one space, they would write their important takeaways
from the workshop, and the other part would be dedicated to suggesting any idea that is

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standing out in their mind. Innovative workshops should have this reflective session as they
help the authority to understand where their employees stand in their work process.
The reflective sessions would divide the employees into the pair. This pair would be
asked to fill the post it's with two different sections mentioned above. Then, other members
of the team would be asked to share their experience.
Conclusions
Innovation could be the key to success in the start-ups and new product development.
The elements of innovation are various, and we would follow these elements in our product
design as many as possible. The product itself has its unique features for its shades and
quality. Teamwork and effective leadership would be necessary to fulfil the objective of the
project. The target audiences for the product are the cosmetics users who are interested in the
natural products in place of the synthetic elements. The manufacturing team and marketing
team would be assigned to the most important task of making the product popular. The
innovation workshop is useful for team bonding and communication increasing. In the end,
the company need to be prepared for all the challenges that could be there in the course of
product development. Risk reduction and management would be a crucial part of the
organisational plan for Naturale’s new venture.

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