Reviewing Organisational Strategy Plans and Performance

This report provides a critical analysis of the current strategic aims and objectives of Ethos Integrated Solutions, a medium-sized company based in Dubai and Abu Dhabi. It discusses the components of the existing strategy, factors affecting strategic aims over the short and medium term, and the expectations of various stakeholders. The report also includes an evaluation of the progress towards current strategic objectives and aims, as well as alternative strategic options for meeting organisational directions.

Reviewing
organisational strategy
plans and performance

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
1.1. Critical analysis of current strategic aims and objectives of entity.................................2
1.2. Undertaking critical evaluation of components of existing strategy of business............3
1.3. Critical analysis of factors that affect strategic aims of organisational strategy over short
as well as medium term..........................................................................................................4
TASK 2............................................................................................................................................5
2.1. Application of diagnostic along with analytical tool for auditing addition to assessing
progress towards current strategic objectives and aims.........................................................5
2.2. Taking responsibility for as well as critically assessing expectations of various
stakeholders along with the influence on future organisational strategy...............................6
2.3. Critical analysis, interpretation as well as producing evaluation of current strategic
position and progress for attaining current strategy...............................................................7
TASK 3............................................................................................................................................8
3.1. Critical evaluation and development of range of alternative strategic options for meeting
organisational directions, objectives along with aims in context to short and medium term.8
3.2. Determining and justifying current strategic options which can meet revised strategic
position...................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
The report summarises that business concern set objective and aims to sustain positions. The
report is based on Ethos Integrated Solutions which has head offices in Dubai addition to Abu
Dhabi. It is medium sized institution which delivers excellent solutions at high quality according
to needs to customers and clients. The approaches adopted by the entity are simple yet cost
effective. As per clients viewpoint, the serviced delivered by the company are highly beneficial.
The aim of the business is to improve brand equity of its clients through enhancing customer
experiences. The objective of the business is to provide quality solutions, profitable services and
so on to build trust and loyalty among potential customers. The report includes analysis of
strategic objectives and aims, components of existing strategy and factors that affect strategic
aims over short and medium term. It also includes expectations of stakeholders and their levels
of power and interest in strategy of company. At last, it develops alternative options for meeting
organisational objectives and justification for current strategic option to meet revised strategic
position.
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INTRODUCTION
Organisational strategic plans are defined as management activity in which priorities are set,
emphasis are made for organising energy and resources, operations are strengthen and employees
are influenced to execute workings towards common objectives. Likewise, strategic
performances are termed as business function wherein managers frame activities for gauging
overall efficiency of company. To review organisational strategic plans together with
performance, Ethos Integrated Solutions is selected for this report. The company is based on
United Arab Emirates and have head offices in two of its cities that are Abu Dhabi as well as
Dubai (Ethos Integrated Solutions. 2020). It is medium sized company that delivers service
excellence via customer experience measurement, investigation and development.
The report includes information related to existing strategic aims and objectives of the
company, components of existing organisational strategy and factors affecting strategic aims of
business strategy. It also discusses about diagnostic and analytical tools for auditing and
assessing progress for current strategic objectives assessment of expectations of all stakeholders.
At last, it evaluates and develops alternative strategic options for meeting strategic aims and
directions in short and medium term and justification of current strategic option which can help
in meeting revised strategic position.
TASK 1
1.1. Critical analysis of current strategic aims and objectives of entity
Ethos Integrated Solutions is medium sized entity which provides customer service
solutions from its head offices at Dubai along with Abu Dhabi. The entity believes customer
service is essential factor that differentiate performance and success of business among
competitors. The current strategy of the business is to serve all its customers and client with
excellent values. The company is specialist in employee satisfaction surveys, customer retention,
mystery shopping, customer satisfactions and customer service. The current strategic objectives
and aims of Ethos Integrated Solutions are as evaluated:
Strategic aims: The aim of the company is to enhance brand equity of all its clients by
improving customer experiences. Some of its strategic aims are to gain majority of market share,
expanding service as well as business geography in untapped market, establish long term
addition to stable relations with customers, partners and other stakeholders.
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Strategic objectives: The objectives of Ethos Integrated Solutions is to assist companies of
all types to deliver excellent experiences to clients and customers by sharing knowledge and
providing tools for ongoing measures as well as improvements. Other strategic objectives of the
entity are to enhance revenue margin in 5% annually, expand sales of service excellence to
potential customers, improving service approach of business for new and existing customers and
so on.
1.2. Undertaking critical evaluation of components of existing strategy of business
All strategies have components that help in attaining it (Azar and Ciabuschi, 2017). In case
with existing strategy of Ethos Integrated Solutions, the components parts are as follows:
Mission: Mission statement states about main priorities of a company. Mission statement
of Ethos Integrated Solutions is to provide profitable, unparalleled customer service, innovative
addition to quality solutions for gaining respect and trust of customers and other stakeholders.
The company has mission statement as it helps it to improve awareness of its clients and
stakeholders about where it is going.
Objectives: The aim of the company is to provide excellent services to all types of
companies and retail loyal customers. To attain this, Ethos Integrated Solutions has set objective
that assist in achieving big aim. Its objectives are to deliver excellent services and keep
customers and clients happy, enhance revenue margin, reduce expenses, expand community
outreach, motivate employees and sustain financial obstacles.
Situation analysis: The component involves analysing situations to attain strategy. In this
context, Ethos Integrated Solutions is clear about its objectives and works hard to make strategic
objectives achievable. To analysis situation, the company monitor macro environment and micro
environment through relevant tools and techniques.
Strategy making: Ethos Integrated Solutions have continued to work towards its strategy
that is serving customers together with clients with excellent values. By keeping it central, the
company makes strategy for making interactions with clients and customers in ease manner,
introduces simplicity as well as values to complex situations and so on (Balzer, 2020).
Implementation: In order to make the strategy effective and fruitiest, implementation is
key component. Ethos Integrated Solutions have knowledge about the fact and it implements its
strategy through advertising, information technology, human resource and many other elements
that puts things at significant changes.
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Control: The last component of current business strategy is controlling. The risk
management system of Ethos Integrated Solutions has planned to support customer excellence
services and manages risks effectively. Moreover, internal control system are time to time
checked for controlling variances and easy review of services.
1.3. Critical analysis of factors that affect strategic aims of organisational strategy over short as
well as medium term
There are various factors that affect organisational strategic objectives as well as aims
related to short and medium term (Bianchi, 2016). These can be internal factors or external
factors. Short term is the duration of one year while medium term is the duration between 1 year
to 3 months. The factors that affect the strategic objectives and aims of Ethos Integrated
Solutions are as analysed under:
Political factor: The external factor that impacts medium term strategic objectives addition
to aims of company. Change in political system in United Aran Emirates impacts on workings of
Ethos Integrated Solutions towards meeting expectations of clients for service excellence as
company has to work according to new legislations that results negative impacts.
Employee absenteeism: It is internal factor that impacts short term strategic aims along
with objectives of organisation. As Ethos Integrated Solutions is medium sized business and
when absenteeism is analysed high among employees then its workings are impacted negatively.
As activities are allotted to each employee and absenteeism can hamper its activities for
delivering services to clients on daily basis.
Innovation: It is the main external factor that affects short term strategic objectives and
aims of entity (Brown, 2017). In context to Ethos Integrated Solutions, new technology or
innovation results in serving clients easily and conveniently that impacts positively on delivering
demanded services or solutions in minimum durations. This impact positively on strategic
objectives as it satisfied clients with effective service in limited duration.
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TASK 2
2.1. Application of diagnostic along with analytical tool for auditing addition to assessing
progress towards current strategic objectives and aims.
For the purpose of auditing as well as assessing progresses for exiting strategic objectives
and aims, analytical tool is applied by managers of Ethos Integrated Solutions. The analytical
tool in context to Ethos Integrated Solutions is as follows:
SWOT Analysis:
It is the audit tool that helps in assessing internal strengths and weaknesses as well as
external threats and opportunities related to the business (Bryson, 2017). The SWOT analysis of
Ethos Integrated Solutions is underneath:
Strengths Weaknesses
 The online services of Ethos Integrated
Solutions are effective and help in
delivering excellent facilities to
customers on time.
 The company has growing market
share through which it expands its
operations at international scale.
 Ethos Integrated Solutions is only
relying on market of Dubai and Abu
Dhabi. This shows it has limited
penetration in other markets.
 The entity has limited partners for
attracting and meeting needs of clients
(Cassidy, 2016).
Opportunities Threats
 Ethos Integrated Solutions has
opportunity for strategic alliance with
brands so to attract more customers and
provide effective service excellence.
 Emerging markets can also provide
huge opportunities for the formats
offered by the company and this will
improve market penetration in the area
where demand is more (Bryson, 2018).
 The fierce competition from companies
that provide similar customer
excellence service is major threat for
Ethos Integrated Solutions.
 Changes in technological environment
add threats in the existing technology
that the company is using to meet
client expectation.
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2.2. Taking responsibility for as well as critically assessing expectations of various stakeholders
along with the influence on future organisational strategy
Stakeholder is the individual that have interest within an organisation and supports its
practices to make its successful (Channon and Jalland, 2016). In case with Ethos Integrated
Solutions, its stakeholders and their expectations are assessed through Stakeholder Mapping
Tool. The tool involves level of powers and influence that stakeholders have company.
Stakeholder mapping tool for Ethos Integrated Solutions is as follows:
INTEREST LEVEL
POWER
LEVEL
High Low
High  Owners
 Administration
 Investors
 Professional associations
 Suppliers
 Government
legislative bodies
Low  Employees
 Labour Union
 Customers
 Nongovernmental
organisations
The identified ten stakeholders of Ethos Integrated Solutions are as listed in the table. The
power and influences that the mentioned stakeholders have of organisational strategy are as
follows:
High interest, High power: In this category, the stakeholders that have high power and
high interest on strategy of company include management, investors, owners and professional
bodies. The expectations of investor are to get highest returns on the money they invested. At
same time, owners have expectations of attaining objectives in effective manner. Professional
bodies have expectations to manage the business properly (Corvellec, 2018). At last management
have expectations of high salaries and other benefits. All these influences future strategy of
Ethos Integrated Solutions through making some or other changes in their powers or interest
level.
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Low interest, high power: The stakeholders of Ethos Integrated Solutions that have low
interest and high power on strategy of the company includes suppliers and government bodies. It
is assessed that suppliers have expectation for timely payments for the materials and resource
that are supplied by them to company for attaining strategy. Similarly, government bodies have
expectations for meeting corporate social responsibility and working with ethical manner.
Low interest, low power: Customers and Nongovernmental organisations are the
stakeholders of the company that have low interest in strategies and power to change them. in
case with Ethos Integrated Solutions, customers expect delivery of demanded services at high
quality. While nongovernmental organisations have expectations for some donations and charity
form the entity.
High interest, low power: Employees and Labour Union have expectations for timely
payment for the services and contributions made in the company. They influence future strategy
of Ethos Integrated Solutions through working as per guidelines to attain objectives (Ginter,
Duncan and Swayne, 2018).
2.3. Critical analysis, interpretation as well as producing evaluation of current strategic position
and progress for attaining current strategy.
For evaluating current strategic position and progress of Ethos Integrated Solutions towards
attaining strategy, strategic tools are used by the managers. The strategic tools are as follows:
PEST Analysis:
Political: Employment boundaries, tariffs as well as tax policies are some of elements
that helps Ethos Integrated Solutions to evaluate its strategic position for current strategy. When
high taxations are levied by political parties then company fails huge issues in achieving
strategies as huge obstacles are in the path (Miller, 2018).
Economic: Business cycle, financial growth and rates of exchanges are economic factors
that states about position of company in attaining strategic objectives. When business cycle
involves huge changes then managers of Ethos Integrated Solutions finds it difficult to provide
excellent services at huge costs that influences its existing positions.
Social: Physical condition awareness and preferences of society describes the strategic
position of Ethos Integrated Solutions in meeting current strategy. When customers are satisfied
with the services provided by the entity then it leads to attaining the determined strategy
promptly.
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Technological: Investigation and development, innovations, rate of technical changes are
some technological factors that influence strategy positions (Negrão, Godinho Filho and
Marodin, 2017). At the time some changes are analysed by the Ethos Integrated Solutions
members in technology then they have to initiate workings to adopt them and this add success
factor to perform well for achieving existing strategy.
TASK 3
3.1. Critical evaluation and development of range of alternative strategic options for meeting
organisational directions, objectives along with aims in context to short and medium term.
Alternative strategic option is termed to the plan that the company has framed to use when
real or determined options are not working effectively or the company wants to work in different
manner in order to meet its objective sand aims for different terms. All business concerns sets
some alternative options through foresating future situations and uses them at suitable duration.
It is evaluated that Ethos Integrated Solutions has framed a backup plan with alternative strategic
option to meet direction, objectives and aims as set for short and medium term. Various
alternative options with the company are as developed:
Provision of service: In order to meet the aim and objectives, Ethos Integrated Solutions
have made an alternative option to modify their services through provisional services. In its
existing strategy working, some modifications are done as per the needs of clients and customers
in such manner that fulfils their demands effectively (Parks, 2018). In this, the company also
guarantee quality of solutions and the provisions are made equivalent to the costs of current
strategies. By fulfilling needs of clients, Ethos Integrated Solutions will successfully meet short
term objectives through provisional services.
Maximising breakeven turnover: This is another alternative to the company in which all
the attempts are made to achieve objectives of increasing profits. Through maximising breakeven
turnover, administrations of Ethos Integrated Solutions are planning to work for meeting aims
and objectives of medium term. Moreover, in this option, company aims to cut some proportion
of its costs and also maximises prices for the quality of solutions and service that they delivers to
clients and customers for meeting medium term objectives.
Expansion: Expansion in number of facilities, services and solutions is alternative option
set by Ethos Integrated Solutions to meet direction and objectives related to medium term. In this
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option, the company will enhance varieties of solutions and services according to needs and
demands of customers that will assist in working in the determined direction and objectives of
strategy. Along with this, expansion also includes increasing market share through joining hands
with companies that provide similar services to clients. This will leads to effectively meeting
objectives and aims of current business strategy.
3.2. Determining and justifying current strategic options which can meet revised strategic
position.
The revised strategic position of Ethos Integrated Solutions was based on “Piling high and
selling at relative low prices”. But the entity analysed changes in rising wealth of customers
addition to clients that needed huge change requirements. With this, Ethos Integrated Solutions
changed its approaches as well as adopted KnowledgeTrak that is effective omnichannel voice
related to customer measurement solution. It facilitates a data driven approach in order to
streamline operations for current strategy and improving productivity aspects (Rothaermel,
2016).
The current strategic option that is selected by managers of Ethos Integrated Solutions
includes expansion in order to meet revised strategic position. Expansion in services and
solutions as per preferences of customers so that they are served at the price that is affordable
will help in meeting revised position. Moreover, partnership with company can also help in
satisfying needs of customers which have belonging in untapped market. This will add values
and improve market share of the company through offering services at relative low prices. It is
seen that providing solutions to an individual at relative low rates leads to huge demand for the
service sin market as all clients wants services at low rates (Sainaghi, Phillips and Zavarrone,
2017). With this, Ethos Integrated Solutions will make huge profits and build relations with
stakeholders including customers, partners, government bodies and so on for medium term. This
can help the entity in attaining the aims behind revised strategic positions.
Provision of service also helps in meeting revised position of the company as in the service
or solutions are offered in different manner as compared to existing ways. Through making
modifications in current solutions in accordance to choices of customers and clients, this opens
areas for Ethos Integrated Solutions to meet revised positions with the alternative option. Various
relevant modification are implemented by managers and team of the company in order to provide
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solutions that are required to be given in minimum durations and this is achieved through
provision of services (Singh and et. Al., 2016).
Ethos Integrated Solutions worked with the alternative options for meeting needs and
demands of excellent services of clients and attaining revised position in the market. the
company gained huge success in small and medium term from the alternative options as they
were key to meet revised position.
CONCLUSION
From the assessment report it is concluded that all organisations have strategic plans
together with performance that provides direction to work towards attainment of objectives. The
components of existing organisational strategy includes mission, objectives, analysis of situation,
making of strategy, implementation and control. Political factor, innovation and employee
absenteeism are some of internal and external factors that affect strategic aims of organisational
strategy. Stakeholders that have powers and interest on organisational strategy are owners,
administration, employees, labour Union, investors, suppliers, professional associations, and
many more which have expectations also. Few alternative strategic options for meeting
organisational directions, objectives along with aims as set by the entity are provision of service,
maximising breakeven turnover and expansion.
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REFERENCES
Books and Journals:
Azar, G. and Ciabuschi, F., 2017. Organizational innovation, technological innovation, and
export performance: The effects of innovation radicalness and extensiveness.
International Business Review. 26 (2). pp.324-336.
Balzer, W .K., 2020. Lean higher education: Increasing the value and performance of university
processes. CRC Press.
Bianchi, C., 2016. Dynamic performance management (Vol. 1). Berlin: Springer.
Brown, M. G., 2017. Baldrige award winning quality: How to interpret the Baldrige criteria for
performance excellence. CRC Press.
Bryson, J., 2017. Effective library and information centre management. Routledge.
Bryson, J. M., 2018. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Cassidy, A., 2016. A practical guide to information systems strategic planning. CRC press.
Channon, D. F. and Jalland, M., 2016. Multinational strategic planning. Springer.
Corvellec, H. ed., 2018. Stories of achievements: Narrative features of organizational
performance. Routledge.
Ginter, P. M., Duncan, W. J. and Swayne, L. E., 2018. The strategic management of health care
organizations. John Wiley & Sons.
Miller, G., 2018. Performance based budgeting. Routledge.
Negrão, L. L. L., Godinho Filho, M. and Marodin, G., 2017. Lean practices and their effect on
performance: a literature review. Production Planning & Control. 28(1). pp.33-56.
Parks, C. D., 2018. Group performance and interaction. Routledge.
Rothaermel, F. T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill Education.
Sainaghi, R., Phillips, P. and Zavarrone, E., 2017. Performance measurement in tourism firms: A
content analytical meta-approach. Tourism Management. 59. pp.36-56.
Singh, S. K. and et. Al., 2016. Determinants of organizational performance: a proposed
framework. International Journal of Productivity and Performance Management.
Online:
Ethos Integrated Solutions. 2020. [Online]. Available through: < https://www.ethosplc.com/ >
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