Aurecon Singapore: Strategic Analysis Using Modern Management Models

This report critically evaluates Aurecon Singapore's management practices, particularly focusing on the limitations of preliminary analyses such as SWOT, PESTEL, and Porter's Five Forces. It suggests alternative frameworks like the Dynamic Framework, McKinsey's 7S model, Blue Ocean Theory, and VUCA analysis to address talent management, resource limitations, and brand awareness issues. The report emphasizes the importance of adapting to a rapidly changing market environment and fostering innovation among employees. It identifies gaps in the original analysis, particularly in-depth competition mitigation strategies and a more organization-specific application of VUCA analysis, offering a comprehensive review of Aurecon's strategic challenges and potential solutions. Desklib provides access to similar solved assignments and study tools for students.

Running head: MANAGEMENT IN PRACTICE
MANAGEMENT IN PRACTICE
Name of the University
Name of the Student
Author Note

1MANAGEMENT IN PRACTICE
In the given case study, I came to know about an organization known as Aurecon
which is situated in Singapore and was facing issues related to training and employment. I
was surprised to find out that the company took several initiatives to increase its overall
market performance. External as well as internal analysis of the company’s environment was
carried out with SWOT analysis, but that was not sufficient due to the dynamic nature of the
market environment nowadays.
After researching a bit further, I found out that the main reason behind the lack of
reputation of the organization was poor talent management, limited resources and limited
brand awareness strategies. A PESTEL Analysis was carried out but the main focus of the
analysis was based on the external factors rather than the internal factors. Next, a SWOT
analysis was carried out but that preliminary analysis approach was also insufficient as it did
not highlight the methods to gain competitive advantage. Thirdly, Porter’s five forces
analysis was carried out which did not consider the non-market forces and was unrealistic.
All the three analysis methods lacked in depth analysis and competition mitigation strategies.
I researched some analysis methods to address these issues and came upon some
strategies. Due to the rapid changing market environment, strategies such as Dynamic
Framework, Mc Kinsey’s 7S framework model, Blue ocean theory and VUCA analysis
methods can be implemented to address the various gaps of the preliminary analysis methods
so that Aurecon can maintain its sustainability in the present market scenario. The dynamic
framework interested me the most as it was deployed for an organization to enhance its
competitiveness. It focused on identifying the threats and capturing the opportunities to
maintain its effective competitiveness. This theory was effective as it allowed to review the
company in a changing external market environment which is realistic in nature. According
to me, Aurecon Singapore should focus on giving its employees opportunities to come up
with innovative solutions. Mc Kinsey’s 7s Framework was deployed to address the internal

2MANAGEMENT IN PRACTICE
factors of Aurecon. Components such as skills, staffs, style, shared values, systems, structure
and strategy are evaluated to formulate a competitive strategy. Lack of proper talent pool and
brand awareness was identified as the main reason why the company was facing tough
competition from Deloitte, KPMG and PWC.
I think the new theories such as Blue Ocean theory and VUCA analysis methods
could have been analysed better. According to me, the different strategies that has been
provided for mitigating the competition are very general in nature. The VUCA analysis
method assesses factors such as ambiguity, complexity, uncertainty and volatility that the
organization is facing from the current market scenario. The complexity and the ambiguity
factor analysis was also general in nature and could have been a little bit oriented towards the
mentioned organisation.
Overall, the entire assignment was educational for me and helped me to understand
the key issues that Aurecon Singapore was facing.