Organizational Structure and Communication Plan for Biotech Health

This project analyzes the organizational structure and culture of Biotech Health and Life Products Inc., focusing on its leadership, hierarchy, and expansion into new markets. The assignment delves into the company's product and service offerings, particularly its infant formulas and natural ingredient-based medicinal products. It details the composition and benefits of various organic products like skin milk, whey, vegetable oil, and lactose, along with vitamin and mineral supplements. The project also addresses the company's limited business-to-business services. Furthermore, it proposes a communication plan to integrate a new Asian division with the headquarters and other divisions, utilizing mail, teleconferences, and verbal meetings for smooth information flow. The analysis reflects the company's response to dynamic market environments and alignment of its structure with expanding business requirements.

Running head: ORGANIZATIONAL STRUCTURE
ORGANIZATIONAL STRUCTURE
Name of the Student:
Name of the University:
Author Note:

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Section IV – Description of Organizational Structure and Culture:
The organizational structure of Biotech Health and Life Products Inc. operates under the
leadership of president and CEO. The next important line of hierarchy comprises of the human
resource department, research and development department, information technology department
and finance department. The third line of organizational hierarchy of Biotech Health and Life
Products Inc. consists of apex managers at regional levels. They are Executive, Director South
America Division. Executive Director North American Division, Executive Director, Europe and
Executive Director, New Division, Infant Formula. An analysis of the organizational structure of
the company would reveal that it is very well structured to cater to the business needs of the
company. The case study mentions in the very second page mentions in the sixth paragraph
mentioned that Max in order to reposition as the company in the USA and Europe changed the
name of the company to its present name Biotech Health and Life Products. The case study in the
sixth page mentions that the company has also gained acceptance in Asian markets like China
and Malaysia. These facts actually point out to the fact that the company in order to respond to
the business demands requires a flat structure which would be able to adjust to the dynamic and
diverse market environments. Thus, in this respect it can be established that the organizational
structure of Biotech Health is aligned to its expanding business requirements.
Section V – Breakdown of Product and Services:
The case study mentions that the main products and services which Biotech Health and
Life Products manufactured consisted medicinal products made from natural ingredients. The
company catered to the needs of the customers who sought medicines made from natural
products. However, the main products which ushered the company its competitive advantage is
its’ infant formulae. The organic baby food products of the consisted of the following variant:

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Organic skin milk:
The first infant product which Biotech markets in its American, Canadian, Brazilian,
European and Asia markets of Malaysia as well as China is organic skin milk. The product is
made from the cows fed on organically grown grasses and not induced with any artificial
hormone. The farmers while rearing the cows had to follow the policies and standards laid by
USDA.
Organic whey:
The whey products of the company targeted to ensure healthy physical development of
the children. The product contributed towards the healthy growth of muscles, bones, skin, hair,
cartilage and overall physical growth of the children. The formula was approved by the USDA.
The whey products were available in powder form which could be sprinkled over baby food and
shakes. Thus, it can be inferred from the discussion that the product not only made infant food
healthy but also tasty. Moreover, the organic formulation of the food made it easier for the babies
to digest it.
Organic vegetable oil:
The organic vegetable oil product of Biotech was obtained from organically grown seeds.
The seeds consisted of rapeseed, canola oil, soybean, corn, sunflower and more. The organic oil
was made after cleaning and refining the oil obtained from these seeds.
Organic lactose:
Organic lactose was made by breaking down the lactose in the cow milk using organic
processes. This breaking process kept the nutrients in the milk intact. Thus, the children could
benefit from nutrients like protein, vitamins and omega 3. The lactose products of the company

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were devoid of any toxin, artificial ingredients and synthetic hormones, all of which could harm
the physical development as well as mental growth of children.
Vitamins and minerals:
The vitamins and minerals were dietary supplement to boost the growth of the children.
Vitamin b-1 was obtained from soymilk, vitamin b-2 from yogurt and cheese while vitamin b-3
was obtained from ingredients like meat and fish. The company produced vitamin C from citrus
fruits and potatoes while beef as well liver were sources of vitamin A. Calcium was obtained
from yogurt and cheese. Potassium was sourced from meat and fruits. Poultry and red meat
formed the sources of iron. The company sourced these micronutrients from these sources as per
‘The best foods for vitamins and minerals’ according to the Harvard Health Publishing.
An analysis of the products of Biotech clearly shows that the products were designed or
formulated from natural products. The case study right from very inception of the firm as
Barney’s Apothecary (page 1 paragraph 2) upholds the organic lineage of the products made
from natural ingredients. Thus, it can be pointed out that baby food products follow the same
natural attribute of the products of the company.
As far as the services of Biotech are concerned, it can be pointed out that they were
limited to the business to business services and to very little extent business to customers. The
case study mentions in the third page that the company provided manufacturing services in its
strategic markets namely, the US, Europe, South America, Caribbean region and Canada. Thus,
it is evident that the company allowed the distributors and retailers to purchase products from
these plants. The company manufactured products fitness and supplements which means that the
company catered to the sports shop as well. The case study remains silent about ecommerce
business of Biotech. However, considering the fact the company competed with pharmaceutical

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giants like Glaxo, it can pointed out that the company indulged in ecommerce marketing. This is
because had to company only marketed its products through third party retailers, it would not
have been possible for it to generate sufficient revenue to compete against companies like Nestle.
Thus, it would not be wrong to establish based on these evidences that Biotech had ecommerce
arms even to a lesser extent compared to its stronger rivals like Nestle.
Section VI – Communications Plan:
The following will be the communication plan road map which would show how the new
Asian division would be able to communicate with the headquarters, suppliers, other divisions
and with its own employees:

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New division
Apex management
(the USA)
European
divn. Canadian
divn. South and Central
American divn.
Own employeesSuppliers
Figure 1. Communication of Biotech
(Source: Author)`
As shown in the diagram above Biotech should set up a strong communication plan to
integrate the new division with its existing divisions and the headquarters. The entire
communication plan would be composed of communication using mail, teleconferences and

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verbal meetings as shown by the red arrows. The plan should be two way communication which
would enable smooth flow of message both and down the channel.