ORG21: Strategic Analysis of Challenges at Animal Health Trust, UK

This report examines the challenges encountered by Animal Health Trust, a UK-based non-profit organization dedicated to animal health and veterinary science. The report identifies key issues such as governance, lack of communication, funding shortages, contract skills, and animal care. It emphasizes the need for improved communication through social media to raise awareness and attract funding. Performance evaluation is highlighted as a crucial element for motivating employees and fostering innovation, with recommendations including regular appraisals, rewards, and clear communication between management and staff. Ultimately, the report underscores the importance of strategic communication, adequate funding, and effective performance management for the sustainable operation of Animal Health Trust. Desklib provides access to similar solved assignments and past papers for students.

Running Head: ORG21 1
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Introduction:
The report would show the challenges faced by the non-profitable organization in contemporary
times. I assume shortage of human resources, capitals, determination and unavailability of proper
abilities these sort if organizations struggles from their grassroots. The report is based on the UK
based non-profitable organization, Animal Health Trust facing challenges and their means to
overcome it. Animal Health Trust deals with the animal health and it work as a self-governing
charity. The NGO mainly concentrate on the treatment of the animals and also deals with the
studies of veterinary science and art. The NGO is a recorded charity under English law and does
not get any sort of funding from the UK government.
Redesign challenges:
Animal Health Trust faces some challenges like governance, lack of communication, capital,
contract skills, and proper care of the animals.
Governance is a significant challenge as the NGOs like Animal Health Trust did not get any
infrastructure and regulatory support from the government and they are working as national self-
governing charity (Dorner, Gassmann, & Gebauer, 2011).
Lack of communication is another challenge for those at Animal Health Trust as they must
communicate with the people all over the world through social media (Argenti, 2017). There are
many people who does not know about the NGO and they are unaware of animal diseases and
vaccination.
Capital and sponsorship is needed for the NGO to run the organizational operations efficiently.
They worked as a recorded charity under English law but they does not get any financial help
from the government.
Monitoring is another challenge for the Animal Health Trust as they does not have the requisite
mechanism to strengthen the monitoring process (Hillier, Grinblatt, & Titman, 2011). Besides
monitoring strives to be too much expensive to compete with others.
The other challenge is to improvisation of skills that is important to the betterment of diagnosis
and knowledge to have proper care of the animals.
Challenges affecting the organisation:

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The Animal Health Trust is a self-governing charity and founded by Dr WR Wooldridge granted
by Royal Charter. They are registered under English law but does not get any fund from the
government. They have to retain their scientists, workers and vets with the help of the fund of the
charity (Theaker, 2017). They need capital to make better the diagnosis to stop and cure the
diseases of the animals. They also give the post-graduation training and operate clinics with
interns. The NGO diagnosis DNA tests and clinical research programs that also need fund.
Therefore capital and sponsorship is a big challenge for the Animal Health Trust as without a
proper funding or sponsorship it is impossible to operate a charitable organization.
Lack of communication is another challenge faced by the Animal Health Trust limiting them to a
few segment of targeted people and not to the mass category. The NGO should communicate
with the mass through social media to make people aware about the welfare and health of the
animals (Lawrence, 2015). People know about the exact vaccination for the animals through the
social media. The NGO also help to recover the injured animals and animals affected by
diseases. They have two clinical study centres of small animals and equine. They also give post-
graduate training and research facilities on animals that can be know from the social media and
without a proper communication system people will be unable to know about the organization
(Dess, McNamara, & Eisner, 2019).
Performance evaluation:
Evaluation of performance is an important thing to motivate the employees in an organization.
Animal Health Trust evaluate the performance of the employees to motivate them and to
innovate new ideas. Performance appraisal is related with the low or the high performance of
the employees in this NGO (Coccia & Cadario, 2014). It can be arranged for once in a year or
more times often to motivate the employees by rewarding them. Animal Health Trust can set up
a goal to the workers and evaluate them once in a year to motivate them in their work.
Accompanying the evaluation one time in a year can help to raise in the compensation to
motivate the workforce and also the scientists engaged with this organization (Mickan & Boyce,
2018).
The NGO can arrange meeting for the staff and the scientists to inform them about their
performance that can help the employees to change in their behaviour. The meeting between the

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manager and the workers can solve the performance problem of the employees and set a positive
perception towards them (Argenti, 2017).
The performance appraisal in Animal Health Trust must concentrate in the overall performance
of an employee that related with the efficiency of NGO. The workers must understand that their
work can influence the whole organization as it is a teamwork (Hillier, Grinblatt, & Titman,
2011). The scientists work in the NGO must work with each other as it is a teamwork.
The NGO must follow the clearness towards the employees of the organization through their
guidance. The worker and the manager must follow the description of the job and must compare
the performance of the employees. This helps the staffs to complete his duties properly and it
makes a clarity between the manager and the workers (Theaker, 2017).
In performance appraisal rewarding an employee is important to motivate him. Reward can
motivate the workers of Animal Health Trust to improve their performance. The workers will be
motivated by the bonus or raise in the salary at the end of the year. 200 scientists work in the
NGO and the bonus or raise in the salary can motivate them (Argenti, 2017). Beside rewards,
termination intimidates the workers to focus in their scheduled tasks and make few mistakes.
Conclusion:
This report emphasis on the challenges faced by the Animal Health Trust in the world of
communication, technologies and business. Capital and sponsorship are required to this
organization and communication through social media is also essential for the NGO. The report
concentrate on the performance appraisal of the Animal Health Trust and the motivation of the
employees through the evaluation. Giving reward to the employees, meeting and clarity between
the manager and the employees motivate the workers of the Animal Health Trust.

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References
Argenti, P. (2017). Strategic Communication in the C-Suite. International Journal of Business
Communication, 54(2), 46-60.
Coccia, M., & Cadario, E. (2014). Organisational (un) learning of public research labs in
turbulent context. International Journal of Innovation and Learning, 15(2), 115-129.
Dess, G. G., McNamara, G., & Eisner, A. B. (2019). Strategic management text and cases. New
York: McGraw-Hill Education.
Dorner, N., Gassmann, O., & Gebauer, H. (2011). Service innovation: why is it so difficult to
accomplish? Journal of Business Strategy, 32(3), 37-46.
Hillier, D., Grinblatt, M., & Titman, S. (2011). Financial markets and corporate strategy (2nd
Eu ed.). London: McGraw Hill.
Lawrence, T. (2015). Global leadership communication: A strategic proposal. Creighton Journal
of Interdisciplinary Leadership, 1(1), 51-59.
Mickan, S., & Boyce, R. (2018). Organisational behaviour: understanding people in healthcare
organisations. In Key Topics in Healthcare Management (pp. 164-179). New York: CRC
Press.
Theaker, A. (2017). What is public relations? In The Public Relations Strategic Toolkit (pp. 17-
27). New York: Routledge.