Strategic Management for Competitive Advantage

This report discusses strategic management for competitive advantage in the European automobile industry. It analyzes company performance and provides critical reflection on financial, marketing, operation, and human resource management. The report also includes personal reflection on working in a team. The study material, solved assignments, essays, and dissertations related to this topic are available at Desklib.

STRATEGIC
MANAGEMENT FOR
COMPETITIVE
ADVANTAGE

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Company performance:...............................................................................................................4
Critically reflecting using financial, marketing. Operation and human resource management:. 8
Team Performance.....................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
Every business organization make decision in the betterment of company and to get success
in the market, decision need to be quick and accurate which can help company to meet the
expected outcome. European automobile industry is growing rapidly, the company have set
certain business objectives to meet the demand of European industry. The company have
objective to increase 5% market share and increase of 10% in sales rate, another objective is to
increase ROI with 5% and net profit with 15% whereas objective is to decrease 20% warranty
claims and decrease carbon emission by 10%. Another objective of the company is to increase
productivity of employee and decrease strike rate to 1. This report will discuss company
performance and will analyse which decision was most effective. Later this report will provide
critical reflection on four element which helped in decision making process such as financial,
marketing, operation and human resource. At last this report will discuss personal reflection of
working in team and role in team.
MAIN BODY
Company performance:
For the better company performance it is important to follow strategies and planning to achieve
desired goals and objectives. From the business simulation result it is found that Company enters
the market with certain objective (Gomes and Romão, 2019). They aim to increase their market
share with the 5% or to increase their sales conversion rate with 10%. Initially in round one
company started to begin with selling the small number of cars in order to create awareness
about their business or to develop name in new areas to connect with the customers.
Round 1: As for the round 1 entry into the European car market. Initial decision was taken to
target the two age group in which the one is those people who have good job and aim to purchase

their first car, and other group is old age people they are usually retired and have good financial
capacity. it is seen that the decision was taken to provide the hybrid engine to the spectre model
does not go well as it do not offer the cost benefit to the company, therefore they decided to add
small petrol engine for reducing the operating cost. On the other hand for the Flake model hybrid
engine suited well it also increases the performance. Initially the KPI was market share and sales
conversion rate for the customer sector (Cantele and Zardini, 2018). It is forecasted to increase it
by the 5-10% and the result which appears is quite satisfied, as they were able to create the
awareness about the business that enables the firm to grab the attention of the customer in the
market. It is evaluated from the first round that the object set by the company is almost achieved
by their different strategies and tactics. Good margin see between the set objective and result
whatever they invested company earns twice of it therefore it is good starting for the business.
Company aims to produce the product in few amount, as they commit with the strategy to
produce further product if their products are being cherished by the customer. But due to
selecting the segment which is based on the age of the customer, company will be able to
successfully enter the market.
Key issues arrived at initial phase are to select the designated market segment in which the
consumer are willing to buy the car. Some issues are funding and lack of planning issue. Initially
company faces the problem in raising the fund for the project, as shareholder are not ready to
proceed with the hybrid engine in the car, which created the investment problem. But after some
negotiation this problem solved and company proceed with hybrid engine for their flake model.
Other problem which encountered which is Lack of market information, as initially company
was not planning to launch their product at good range, which drives many problems for them
(Amason and Ward, 2020). But with their strategy for market researching helped them a lot to
invest on those segment in which the people mostly prefers the car and wants to buy their first
car. There is no such key differences are found in prediction and overall result. As company is
able to fulfil their objectives which they have set before entering into the market.
Round 2: After successfully entry into the market, next step is to attract more customers and
develop the large customer base for the company. So that they can be able to compete with other
businesses in their market field. For the second round the rationale was taken for the design and
R&D, as it is clearly seen that company’s focus was to enter into the new European market
because their purpose was to develop the eco friendly product which can meet the sustainability.

Company also uses the competitive strategy to sustain in the market through which they proceed
to set the economical price initially so it will attract more customers towards the product. For
that reason company selects the techniques which are cost leadership, as company decided to
launch two models which are spectre and flake to reducing the manufacturing cost. As for the
spectre model the design is selected which involves the small petrol engine whereas for the flake
model designing engine is selected as hybrid engine (Mariam, Febrian and Anwar, 2021). Hybrid
model is not fitted with the Spectre model the reason behind this as it increase the initial cost for
designing this model. But it completely fits with the flake model also it enhances its productivity.
KPM for this round is minimum production, as automobile industry is growing day by day,
people in the market are demanding for the vehicle which can run automatically and involves the
artificial intelligence technology. Also customers want that product should be made of
sustainable engines so that it does not cause pollution in the environment.
As for the round two result, company begin with the minimum production KPI, they
launch product with small range as they started with the few item selling. Therefore they set the
target as to earn maximum revenue over few product, and they accomplished very well, as a
great margin is seen between the initial investment and earning revenues. Company’s strategy to
sell the product at economical price work well for them, it attracts the lots of customer in the
market towards their product. For the second round company also added the offers which are
extension in warranty, automatic transmission etc which is added in the model 1 that is spectre
and also added the lights and other electronic sensors in the model 2 which is flake model that
contains the hybrid engine. In spite of high prices over the R &D technology still company invest
on this due to its efficiency and it also offers the long term return on the investment. Therefore
the forecasting for the round 2 to develop more revenue by selling few products and it seem true
for the company (Alsaqal, Ahmed and Ghanm, 2021).
Round 3: After the evaluation of the round 1 and round 2 for the third round in the market,
company has taken the decision to use the cost leadership theory, it is refer as the business
strategy that allows the organisation to offer their product by reducing cost on their product to
achieve the large market share or to acquire the good position in the market. The reason behind
selecting this option to add competitive advantage to the business as well as to create brand
awareness in the market. As if the price on the product are low than it ultimately means that
consumer attracts more towards the product, also the raw materials for the products are found as

cheaper therefore in such manufacturing price also found as cheaper. Therefore company will
proceed to use this strategy to develop the large customer base for their product and services. As
for the financial perspective company uses the net profit and ROI KPI, as initially they predicts
to raise 5% return on their initial investment, they also aim to increase their net profit by 15%,
therefore it is the reason to cut down the price on their product to successfully established in the
new market (Mahdi, Nassar and Almsafir, 2019).
It is seen from the spectre and flake model the spectre feature range start from the 14999
and for the flake model the price seen as 27999, therefore company has implemented the strategy
which is cost leadership, to lower the price limit for the cars so it will grab the attention of the
customer in the market. In this round company also concentrated on the ROI to analyse the
method of effectively allocating the business (Anwar, 2018). For the better business of the
company, they also implemented the operational principles and concept of the business and
economics to increase their profit and to enhance the productivity of their business.
Round 4: After the successful completion of all three round final fourth round of the company
begins in which they have taken the decision for the production target (Gupta and et.al 2018). As
for the first model company decided as 90000 production target while for other model this range
set as 85000. The reason behind considering this target is due to the market demand and resource
availability. Company also modify their cost leadership strategy to develop desired revenues for
their business or to acquire good market position in international market. Company also consider
the factor as to analyse the requirement for the functionality in order to set the appropriate target
for the production. Company has decided to meet the sustainability they have uses the warranty
claims and carbon emission KPI to measure as what amount of pollution is produced by their
product generally from the car which involves the petrol engine. To meet the environmental
sustainability company have decided to go with the small petrol engine in their spectre model,
which reduces the impact over the atmosphere. It is the reason company also invested into the
hybrid engine to go eco friendly to reduce the impact of pollution which is mainly cause by the
vehicles (Ferreira, Coelho and Moutinho, 2020). Company also started the good policy in order
to reduce the waste as to divide their work force into the two team in which the work force is
divided into the 42% and 45% which is for both the model, therefore this strategy also reduces
the labour cost for the company.

Therefore the KPM which is for all the four round are able to track the performance of
the company with the help of all suitable strategies and tactics organisation is able to perform
well in their new market. Also they implemented the different pricing strategy for both the model
makes them able to develop the revenue for them, also customer will found it convenient to go
with the options which the company offers. As economical price on the product is the good
strategy to attract the customer towards the company’s product and services. Other KPM such as
gross margin and sales can be used for analysing the business situation (Haseeb and et.al 2019).
As from the gross margin KPI they will be able to measure their annual revenue so that they will
be able to make further investment on the product. As gross margin can be solve by eliminating
the net sales from the amount of the total goods which can be sold for the company. Sales KPI
can also be used in order to measure the particular product performance, as which product is
generating maximum revenue for the firm so that they can invest on that project to develop more
revenues.
As, it has been mentioned that KPI which means key performance measures is important to be
implemented in the round 1 process. During the KPI process, the customers rise their 5% in
market share and sale conversion rate increases by 10% which results the entire process
effectively (Qiu, Du, and Qian, 2019). Looking at the financial perspective, the ROI has a rise of
5% and 15% of net profit. On other side, the environmental area covers the 20% of the warranty
claims a decline of carbon emission by 10%. Along with this, according to the employee
perspective, an increase of 100 cars per employee with the automations has took the place where
the decline in strike days to 1. Here all mentioned perspective and objective including the KPI.
The KPI faces the different challenges and issues such as KPI blend the data, business objectives
include the lack of communication. Management needs to clearly communicate benefit and relate
to the business (Faghihnia Torshizi, 2019). KPI is an appropriate measuring device or method
which help the company to evaluate the best company performances and enhance the decision
making process. KPM includes the different departments such as market share, unsold stock, net
cash position and much more.
Critically reflecting using financial, marketing. Operation and human resource management:
Marketing:

According to Baker and Hart (2016), marketing is fuel of every business organization
which allow them to boost the speed of their success, they state that without marketing, a
business can not reach the desired audience and sell their product. Marketing is one of the most
important thing for every business organization, this allow company to reach their desired
audience and sell their product. Many car manufacturing companies effectively use marketing
and develop certain strategy to win customer in target market, many business organization
completely depend upon marketing to sell their product and service.
In auto mobile industry, every car manufacture use promotional activities to promote
their product and service, it is very clear that without marketing, company can not survive
competitive market condition, resulting in failure. We have analyse market segment for better
understanding on round simulation, in marketing decision, the company took decision of
segmentation, these are:
Market segmentation: segmentation is process of dividing customer into different groups which
allow company to target them easily, the process of segmentation can be challenging for the
company because customer may be available in different groups which means analysing need of
customer is tough. Customer of automobile industry are available in different segmentation,
these customer are usually parents with age of 30 to 45. The company need to analyse their age
group to start marketing process, segmentation is first step in marketing allowing company to
gain enough knowledge about customer. We have selected two different age group in marketing
decision of the company, during first round, age group of 25 to 40 is being selected, continuing
round first, age group of 55 is being selected. Targeting these two groups, these are:
Target segment 25 to 40: it is very clear that automobile customer are aged parents or single
who have driving experience and licence, in this target segmentation, customer’s age is between
25 to 40 who look for cars in the market. The company did this segmentation on behalf of
customer age which was right decision of this round, segmentation allowed the company to make
marketing decision. The company can had use various marketing strategy such as promotional
offer, digital media and sponsorship. But this company can take certain other marketing strategy
to increase performance of company, these are social media marketing, ads campaign and
reaching local customer.
Target segmentation of age 55: age group above 55 fall under retirement process which means
they have financial budget to purchase the product and service, in automobile industry, age group

people show great interest on purchasing cars. This targeting decision was made by the company
to focus more on older people who look for quality, pricing and practically experience. The
company have used various marketing strategy such as newspaper, TV and digital media.
Although this company can use various other marketing strategy as well such as print media
including magazine and banner.
Operation:
According to Reid and Sanders (2019), operation management is one of the most
challenging thing for every business organization, management of business operation need to be
effective enough to meet the requirement of success. Both the author state, operation only can be
possible of business have practice of approaching effectively towards management practice.
Business operation allow company to meet the requirement of business process, operation are
projects of company which help them to become successful in the market.
Operation not only allow company to successful complete their business process but this
also help in systematically run an company. For every business of automobile industry, product
become first business operation which lead certain other operation in the company (Barnes,
2018). Production operation of car manufacturing firm only can be possible if the company have
enough resource available with them, these resource are, capital, raw material, human resource
and certain other resource as well. Business operation of the company allowed them to adopt Just
in time operational strategy which help them to effectively meet the requirement of business
operation.
Just in time operational strategy: just in time strategy is one of the most used and powerful
operational strategy which allow company to meet the requirement of business operation, many
car manufacturing companies adopt just in time strategy to become more competitive in the
market. This strategy help company to keep raw material in stock that maintain smooth flow of
production, it is very clear that when resource are available with the company then their
production will not be effected. In round simulation, the company took decision to adopt just in
time operational strategy to make their organization more effective in automobile industry, I
believe this decision was effective enough which helped the company to meet the requirement of
business objectives. Production decision of the company effective because, this company had
cost leadership strategy to win customer in the market. There are certain element of just in time
operational strategy, these are:

Continuous improvement: just in time allow company to maintain continuous improvement in
their business operation, the company have used this element in their decision which help them
to attack problem and challenges that arise during the production process. The company have set
production target for their small and middle sized cars, for model 1 it was set to 90000 and for
model 2 it was set for 85000. The company is looking for run ling benefits and to avail these
benefit, they have adopted element of just in time strategy, this element helped them to reduce
any risk arise in the manufacturing process.
Simplicity: just in time operational strategy is very simple and easy to use which allow company
to effectively manage and handle their business operation, as this element of just in time state
that system of production become every easy which means chances of failure is very low. We
took production decision in round 1 with the help of just in time operational strategy, this
decision helped company to follow simple way of production of both the model.
Human resource management:
According to Storey (2016), human resource management is heart of every business
organization, without human resource, company can not process further. Management of human
productivity is most important thing for every company, this author state that management of
human can be challenging of the company. Human resource management allow company to
manage and lead people in the business organization, every company mainly depend upon
employee and their productivity in the workplace.
This department of every company have main purpose of managing people and their
productivity but apart from this purpose, there are various other purpose as well such as
managing safety and job security of employee, retention of people, business decision, operational
decision and deciding budget in management of people (Stewart and Brown, 2019). We have
made certain decision with the help of human resource management in the company, these
decision are; the company is focusing on reducing waste and maximising usage of resource
effectively. The company tool decision to divide their workforce in the pair of 2000 workers
each, these workforce work for one model car. Labour cost was increased during this round, the
company invested $50 million to overcome any failure in automation process.
From both round, it is very clear that company have performed well with this decision.
This company has estimated productivity for model one to be 42% whereas for model two to be
45%, hence, labour cost was increased. HRM of this company use workforce effectively to meet

the outcome of the decision but I believe company can perform more effectively if they have
undertaken different style of leading workforce in production process in both the round. If
company had divided workforce of 2000 people then their should adopt HRM practice to manage
and handle these team. The company could have made better decision if they use key area of
human resource management, these are:
Talent management: talent management is one of the best way to increase efficiency of
business decision, every car manufacturing company should have practice of talent in the
workplace (Armstrong, 2020). HRM decision of the company could have being more effective if
they hire talent in the process, both the rounds can be more better if talent was major part of
decision. The company have to hire talented workforce who can meet the deadline of each round
and can perform to help company in achieving success.
Compensation and benefit: business decision of this round can be more effective if the
company provide financial benefit to each team, financial benefit will increase motivation of
employee and allow them to be more reliable in the process. This company have divided
workforce into two groups with 2000 employee each, with total of 4000 people in decision, this
company can provide benefits and reward according to performance of employee in the round. If
business organization have habit of providing financial benefit to their employee then their
productivity will be increased in company.
Financial:
According to Brigham and Houston (2021), financial management allow business
organization to effective manage financial resource of the company, financial management
means deciding budget and other financial activities of company. Every business organization
take certain decision which allow them to move towards success, most of companies mainly
focus on financial area of company which allow them to achieve organizational goals effectively.
Every decision whether, designing, production, marketing or HRM need fuel of budget which
means without budget a business can not move further with decision even if decision have high
success chances but finance will decide their success. Financial management have certain parts
which help company in completing their decision, these are:
Budgeting: it is very clear that without budget a business organization can not process further,
budgeting is required at every level of business which means every decision required budget. In
automobile industry, budgeting play vital role, this decide the success of company. Every car

manufacturing company know that financial resource play vital role. All the decision of the
company in both rounds was only become success because this company had sufficient budget in
every decision. For example, the company took decision of setting price for each of their car
model, they analyse budget and cost in manufacturing one model of car. Pricing only can be set
of company is clear about their cost and budget required and occurred in the manufacturing
process. The company took decision where they set price of spectre model 14999 and price of
flake model 27999, the company focus on cost leadership style which means they need to lower
their price to win customer in the market (Lasher, 2016).
Return on investment: return on investment is one of the most important thing of financial of
business organization, every company only invest to generate good return on investment in their
business process (Block, Hirt and Danielsen, 2018). The company was expecting 5% return on
investment on $50 million on automation which was success because the company took decision
of adopting cost leadership allowing them to reduce their price as low as possible. But I believe,
the company can perform more effectively if they have practice of analysing financial resource,
although pricing and budget decision of the company was good but still this could be better to
meet the outcome of success. Return on investment was one of the strategic objective of the
company which was fully meet because of decision took by the business organization.
Team Performance
The team basically refer as a group of people who works together and complete their
working process in the effective manner. Team working puts the great and excellent impact on
the result of the working procedure. Likewise, here in a group of people or team I had a mission
and objective which is required to be completed in the effective manner. The above report has
mentioned the different ways of production and manufacturing of the car and needs to be sell
them in the market. Here, I want to describe the entire journey of the team working performance
and its impact on the final result (Buarapan and Thitinaruemit, 2019). A business simulation
requires to adopt various components and departments to implement the business in the effective
manner.
Accordingly, we have decided to create a team of 5-6 students and have to do lots of work
which includes the production, designing, and marketing of the cars. Doing this project, we have

made a team of 6 people and divided the individual work, roles and responsibility to make an
effective decision making process. As, we are 6 members we have distributed the departments
equally where one was looking for the finance department, second was for human resource, third
one for operational management and two of them for marketing and one for monitoring and
leading an individual member to work well in the definite manner. Divining the roles and
responsibilities makes the team work easier and less confusing which enable us to provide the
better decision making.
For making any decision it is necessary to identify and know about the individual person
ideologies and concept which makes the decision to be implemented in the easy and effective
way. Looking at me, I was having the role where I need to monitor the individual working areas
and leading them to obtain effective result. Being a leader is also a huge responsibility as I
experienced and needs to focus on every area of the working departments. It also includes to
provide all the necessity and motivation to increase the performance level of the entire team. As,
after distributing the roles and responsibilities I had recognized and understand that working in a
team makes us to put the better decision for the project making and enable us to give our best
efforts and contribution for the project (Phillips, Ivins, and et.al., 2021).
While working in a team we understand the effectiveness of team working style and also
enable me to enhance the leadership quality of mine which makes me to provide the good
management approach and understanding. Working as a team enables us to understand the goals
and targets also makes us to collaborate in the fruitful manner which helps all of us to complete
our assignment in the definite manner. In addition, effective team working made us to encourage
our critical thinking and helps to overcome the issues which supports the decision-making
procedure. As, we were working in a diverse team it puts the great impact as some of the
member were quite good at finance, some, at human resource and some for operational which
made a quite good bond and enable to achieve better results (van Geffen, 2020). While working,
at once we have gone through an issue where the members were feeling demotivated and unable
to implement the critical understanding in the project making.
Being a leader, I was responsible to look out for their motivation and requires to enhance
their motivation and courage in the definite manner. For improving their motivation, I made an
appropriate understanding and concept where I communicate them with the proper approach and
started to ask them about any issues and obstacles they are facing from. Evaluating the problems

makes me to resolve their huddles and also makes the team members to feel quite good to share
their ideologies (Sharma, 2019). For working as, the different departments the entire team has
contributed their best efforts and hard work which enable the result to be achieve in the effective
manner. It also allows and enable the different opportunity for the each and individual member
and developed an effective decision making theory or process in action. The team performance
enables me to understand its effectiveness and an appropriate approach which helps me and my
team members to recognize the better results and outcome. I had learned that team working plays
an effective role in an individual life and also put the great impact on any working process which
allows to obtain the effective results and outcomes.
CONCLUSION
This report have discussed business decision and their importance in the business
organization. Later this report has discussed company performance and effectiveness of each
decision took by the company. Later this report has discussed strategic objective such as
objective of increasing 5% market share with 10% sales conversion was fully meet by the
company in their round and decisions. Another strategic objective such as increasing 5% return
on investment and increasing 15% net profit was completed by the company because their
business decision like pricing was effective and meeting the requirement of the success. Another
strategic objective of the company was to reduce 20% warranty claims and reduce carbon
emission which was not effectively made by the company because of poor decision in design,
option and R&D. The could have performed better in this decision with the help of effective
strategies in the process. The production and HRM decision of the company was effective
allowing them to meet the outcome, HRM was good which helped company to increase
productivity of employee but they could have performed more better.

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