Strategic Management Report: Bowmer & Kirkland's Future Direction

This report provides a strategic analysis of Bowmer & Kirkland, a British construction services and security company. It summarizes the company's current strategy, organizational structure, and business model, highlighting its customer focus and cost competitiveness. The report identifies key challenges such as market instability and competition, as well as opportunities in public sector projects and innovative technologies like 3D building. Two potential strategies are proposed: increasing resource capabilities through a balanced scorecard model and adopting the latest technologies, including wearable tech and 3D construction. The recommendations are evaluated using the suitability, feasibility, and acceptability framework, emphasizing the potential for enhanced revenue and competitive advantages. The analysis incorporates PESTLE, SWOT, and Porter's Five Forces analyses in the appendix.

Running head: Strategic and General Management 1
Bownmer And Kirkland Manufacturer Company
Strategy and General Management

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Contents
Introduction......................................................................................................................................3
Bowmer and Kirkland Overview.....................................................................................................4
Organizational structures.............................................................................................................4
Business Model............................................................................................................................4
Current strategy...............................................................................................................................5
Challenges and opportunities...........................................................................................................5
Potential strategies...........................................................................................................................6
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendix........................................................................................................................................12
Appendix A- Pestle........................................................................................................................12
Appendix B- SWOT analysis of B&K Company..........................................................................13
Appendix C- Porter’s five forces...................................................................................................14

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Introduction
Strategic management refers the planning of the business to the paramount as it entails setting
goals and making in details, step by step methods which helps to attain the goals of the company.
This report will analyze the strategic management system of Bownmer And Kirkland
Manufacturer Company. Depth information will be defined about the chosen company with
current strategies. It is essential for the company to be customer focused because customers are
the key of success and unsatisfied customers can impact the revenues of the company negatively
(Gebauer & Kowalkowski, 2012). The description about the challenges and opportunities of the
company will be made to reflect the possible threats and opportunities of the company. Potential
new strategic options will be proposed to make amendments in the process for improving the
productivity of the employee. Pestle analysis, Swot analysis and porter’s five forces table will be
mentioned in the appendix part which will show the various aspects in context of the company.

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Bowmer and Kirkland Overview
Bowmer & Kirkland Group is British Construction services and Security Company which has
established in 1923. There was partnership between joiner Alfred Bowmer and bricklayer Robert
William Kirkland. The Headquarter of this company is situated in Heage, United Kingdom. It
has developed to become a victorious privately owned construction and development group. This
group has 29 companies which are related to construction although it has a homeland security
division as well (Bowmer &Kirkland, 2007). The Corporate Social Responsibility strategy of
Bowmer & Kirkland is integrated by the operations of the entire company. The workforce of
B&K has efficient responsibility in executing the strategy. It is compliance with ISO
26000:2010, which give access to download the CSR report publically. This kind of international
standard helps company to move ahead towards objectives and executed to develop operations
and the services it provide to its customers.
Organizational structures
The organizational structure of Bowmer & Kirkland Company is effective as it has adapted the
hierarchical structure. John Kirkland OBE is a Group Chairman of the company and there are
various main board directors, regional directors and key personnel who have the great role in
operating the business. It has huge contribution in making relationships by partnering,
negotiations and reinforcing existing firm relations with customers (Bowmer &Kirkland, 2007).
The satisfactions of the customers are the prime goal of this company and it is fulfilled due to
effective structure of the company.

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Business Model
Bowmer & Kirkland Company has various sources of income such as deals in government, deals
in construction project, advertisement fees and distribution fees. The role of government in
construction industry is huge as it has been found that approximately 60% of construction output
is new build, whilst 40% is refurbishment and maintenance. The turnover of this company is
increased by 10% by 2016 (Bowmer &Kirkland, 2007). The company has made the international
standards which are set by company to improve the operations of the company.
Current strategy
Customer focus
Bowmer & Kirkland are more dedicated to provide high quality services and total commitment.
It is the aim of the company to fulfil the expectations of its customer with the ambition to go
beyond their expectations. It has 9 sectors such as accommodation, commercial, distribution,
industrial, health, leisure, mixed use, retail and education. Company has been working in an
efficient manner by dividing the team into various departments (Barney & Hesterly, 2010).
Cost competitive
It has been found that Bowmer & Kirkland takes large scale projects at national level along with
the famous academic, sport and transport buildings in the UK. Egnyte’s hybrid deployment is
helpful for the company as it able to fulfil the needs of the company. It is not hard to operate and
permits company to deliver high range of projects with upper quality in quick manner at
competitive cost (Kumar, Jones, Venkatesan & Leone, 2011).
Culture

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The culture of the company is cooperative as every department of the company helps to other
department in an appropriate manner. There is a privacy policy is settled out which reflects the
use and prevents of information of the company. Along with that there is certain polices are
developed for the protection of employees of the company. Company is committed to make sure
that the privacy of the company as well as customers should be protected (Brewster, 2017).
Capacity
It has been found that the company has 29 subsidiary companies that offer a huge range of area
not only for construction related services and homeland security products. The turnover of the
staff is exceeding more than 1400 that operate in from the Head Office in Derbyshire, regional
offices in Motherwell, Reading, and Manchester and from offices in the USA. The strength of
the business is well balanced turnover and the department of the company is not dependent on
one specific sector or client. It has been adapting the changes environment that helps to develop
in the construction industry.
Challenges and opportunities
Challenges
Bowmer & Kirkland is operating its business in UK and USA and infrastructure safety is the
major task in the construction industry. Along with that long term instability in the market and
ambiguity might hamper the potential opportunities and protect the development of training
facilities. Economic situation of the UK is effective as the climate change focuses the
government has concurred cannot be delivered with the help of construction industry. Morgan
Sindall, Interserve, Kier and Laing O’ Rourke are the top most companies that operate its
businesses in construction industry and deliver the high quality services to the public by

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involving in the government projects. It is the huge challenge for the Bowmer & Kirkland
company to overcome their strategies. Along with that natural disasters such as floods and
earthquake are uncertain and able to prevent the construction boon. Along with that there is a
communication challenge, however, company operated separated tools such as Netviewer
Support for remote troubleshooting, an auditing solution and a help desk to log user calls. Lack
of integration brings the huge challenge for the company to manage the IT core services which
may impact the various projects of the company (EGNYTE, 2018).
Opportunities
Bowmer & Kirkland Company do business in various sectors and public sector projects by
public private partnership will carry a lot of opportunities. One opportunity of B&K is to move
towards different innovation strategy such as 3D building (Aswal, 2016). It is well known
company and use of 3D technology can enhance the business of B&K all over the world. It
would be beneficiary because the cost involved in 3D technology is comparatively low due to
involvement of minimal use of labour and huge use of latest machinery (B&K, 2018). It
facilitates in faster construction which increase the customer loyalty. However, there are various
issues in construction industry as it entails large risk but proper training can enhance the
productivity of the employees appropriately (Yam, Lo, Tang & Lau, 2011).
Potential strategies
Increase Resource and capabilities
B&K Construction Company is characterized through a project based structure and connected
with third party such as government, suppliers, clients and subcontractors. It shows the
importance of resources and capabilities in the project management. As per David &Zeynep,

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(2010), resource and capabilities include the various aspects such as development capability,
leadership characteristics, innovation tendencies and technical competences which will be
helpful for company to reduce the unnecessary impact of competition over the business. For
resource maximization, Construction Company can use Balance Score Card model that helps
company to measure the company performance. This model will focus on major concepts of
corporate excellence such as leadership, people involvement, partnership development, customer
focus and result orientation. It would help to find out the area where resource maximisation is
required (Huang, Sherman & Lempicki, 2008).
Latest technology in the business
B&K Company can be more advanced by adopting the latest technology in the method of
constructing buildings and many more projects. Wearable technology would be helpful for the
company to analyse the present condition of the project area and track where workers are on job
site. This innovative strategy would facilitate company to alert workers in real time of potential
hazards. It has been found that the safety factor in construction industry is lower as comparison
of other industry (Wheelen & Hunger, 2011). B&K will follow this innovative strategy for its
business so that safety concern can be removed adequately and people take initiate step to build
future in this industry. There are various projects handled by company in different sectors which
is quiet risky and this potential strategy will aid it to move further in construction industry
rapidly. Along with that 3D building can be introduced by this construction project to the
potential customers which will enhance the opportunity of enlargement of business. It will
enlarge the operation of this company globally to attain the competitive advantages.

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Recommendations
Suitability
The company can earn huge profit by adapting the latest technology in its project which may
attract number of customers towards the latest technology; it has been found that there are fewer
countries that have 3D buildings such as Dubai and China. The description about the
involvement of new innovation by company is mentioned in SWOT analysis appendix 2 as an
opportunity terms. The resource maximization in the business by adopting model is the effective
strategy as it can be increased the number of customers which show the clear suitability of the
strategy of B&K Company. Suitability, feasibility and acceptability framework proposed by
Johnson & Scholes are defined below which is facilitated to attain competitive advantages.
Feasibility
It has been found that the money is major consideration for implementing these strategies in the
business as it cost could be large. However, the cost can be reduced by emerging with other
parties of construction industry (López-Gamero, Molina-Azorín & Claver-Cortes, 2009). It is
required for the company to hire the skilled employees for managing the latest technology in the
business and management for handling the resources and capabilities to reduce the unnecessary
impact of competition (Van Weele, 2010). It shows that the feasibility is there to adopt the
potential strategy which would be helpful to attain the competitive advantages.
Acceptability
The financial acceptability of the above proposed strategy relies on the financial return.
However, it has been seen that there are only one or two counties that has adopted the latest
technology system in their construction industry. Acceptability of these strategies will be

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dependent on the demand of the customers but it can be accepted by wealthy investors. The
government is always looking for developing new infrastructure for getting advantages from
construction industry (David, 2011). Thus, potential strategies are acceptable in both financial
and stakeholders contexts.

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Conclusion
It has been concluded that Bowmer & Kirkland is well known company in construction industry
as it has several groups of construction all over UK and USA. The organization has described
massive strengths and opportunities factors in this industry which may company in to higher
position. Two strategies have proposed for the company to develop its revenue and earn higher
competitive advantages. Increase Resource and capabilities and use of latest technologies are the
major strategic options that would enhance the revenues of the company. These strategies have
represented the suitability, feasibility and acceptability framework proposed by Johnson &
Scholes.

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References
Aragón-Correa, J. A., Hurtado-Torres, N., Sharma, S., & García-Morales, V. J. (2008).
Environmental strategy and performance in small firms: A resource-based
perspective. Journal of environmental management, 86(1), 88-103.
Aswal, S. (2016). Know all about 3D Construction technology. Retrieved from:
https://www.99acres.com/articles/know-all-about-3d-construction-technology.html.
B&K, (2018). Consumer Issues. Retrieved from: http://www.bandk.co.uk/csr/consumer-
issues.html.
Barney, J. B., & Hesterly, W. S. (2010). Strategic management and competitive advantage:
Concepts. Englewood Cliffs, NJ: Prentice hall.
Bowmer &Kirkland, (2007). Company Overview. Retrieved from: https://egnyte-www-
static.egnyte.com/assets/pdfs/case-studies/Egnyte_CaseStudy_BowmerKirkland.pdf.
Brewster, C. (2017). The integration of human resource management and corporate strategy.
In Policy and practice in European human resource management (pp. 22-35). Routledge.
David A. & Zeynep,I. (2010). Impact of Resource and Strategies on Construction Company”,
Journal of Management in Engineering.
David, F. R. (2011). Strategic management: Concepts and cases. Peaeson/Prentice Hall.
EGNYTE, (2018). Architecture, Engineering, And Construction. Retrieved from:
https://www.egnyte.com/industries/engineering-and-construction.html.