Strategic Planning Report: Analyzing Brook Organization's Strategy

This report delves into the strategic planning process for the Brook organization, examining various aspects from developing strategic options using tools like the Ansoff matrix and gap analysis to conducting industry analysis using Porter's 5 Forces model and benchmarking. It explores options for forming future organizational strategies, including niche marketing and workforce development. The report emphasizes the importance of stakeholder participation, detailing methods for ensuring their involvement and developing criteria for reviewing potential strategic options through cost-benefit analysis and feasibility studies. It concludes by discussing the construction of an agreed strategy plan, considering the implications of resource allocation, and providing insights into implementation, dissemination, and evaluation of the plan within the organization.

STRATEGIC
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 2...............................................................................................................................................3
3.1 Developing strategic options..................................................................................................3
3.2 Developing a comparative understanding of activity from organization...............................5
3.3 Options for forming the basis of future organizational strategy............................................6
4.1 Ensuring the appropriate participation form the stakeholders...............................................7
4.2 Developing criteria for reviewing potential options..............................................................7
4.3 Construction of agreed strategy plan ....................................................................................8
5.1 Comparison of core values with current business objectives................................................8
5.2 Vision and Mission Statement...............................................................................................9
5.3 Production of agreed future management objectives.............................................................9
5.4 Measures to evaluate a strategy plan.....................................................................................9
6.1 Schedule for implementing a strategy plan..........................................................................10
6.2 Dissemination .....................................................................................................................11
6.3 Evaluation of strategy plan in the Organizational...............................................................11
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Strategic planning refers to as the process of organization which defines the strategy or
direction to the company. It also assist in making decisions for allocating its resources in order to
pursue the strategy. In other words it is an organizational management activity which is used for
setting priorities, focus resources, strengthen operations and ensures that workforce are working
together towards the achievement of common goals. This report is emphasized on the strategic
planning of the Brook organization. Further, this report describes the affects of external
environment and the review of existing business plans of the organization. Moreover, this report
is focused on the development of options of for strategic planning and also the construction of a
strategy plan. In addition to this, examination of factors have been done which affects the
strategy of organization. With a similar aspect to this, implementation of the strategy plan have
been done.
TASK 2
3.1 Developing strategic options
Brook is the voluntary organization which is planning to make a new strategic plan. This
organization must develop some strategic options so that effectiveness can be brought in
(Swayne, Duncan and Ginter, 2012). For this purpose, Ansoff matrix have been applied which
will help in creating strategic options.
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(Source: What is Ansoff Matrix, 2016 )
The company have several options through which they can make different strategies.
Some of the options are as follows:
1. Market Penetration: The organization can expand its service in the existing market of
UK. In present day firm is providing services to 250,000 young people. Thus the Brook
can expand its services by opening more of the service centers (Bryson, 2011).
2. Market Development: Another option is that company can offer its services of sexual
health advises to new places in an around the UK province. This will provide information
to the other nations also about the healthy sexual life.
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Illustration 1: Ansoff Matrix

3. Service Development: New services can be provided to the service users in an existing
market. Some of the new services can be counseling about skin care, hair care and others
(Oven and et.al., 2012).
4. Diversification: The company can also adopt the options of providing new services in the
new markets. That is it can diversify its organization in other market.
These are some of the strategic options which can be adopted by the company in order to
construct a new strategic plan. Another tool is the Gap analysis through which company can do
strategic planning about the variations. The gap analysis has been describes ad follows:
1. Identification of the Future State: Company wanted to establish its health care units at
other places of UK and around the UK province. Fir this purpose, company must posses
sufficient financial resources, efficient human resources and physical resources.
2. Analysis of the Current Situation: Company lacks in financial resources and human
resources are not completely efficient.
3. Bridging the Gap: Company makes the strategy of hiring new and most efficient
employees from new market and than providing effective training to them. Further, funds
should be arranged from government so that new equipments can be hired in order to
raise the quality standards.
3.2 Developing a comparative understanding of activity from organization
As per the given case, it has been described that Brook organization has a poor strategic
plan and that plan had came to an end (Parekh and et.al., 2011). Further, the firm has to make a
new plan and for that purpose, company can adopt new strategies in order to cope up with the
changes prevailing in the market. Thus, for this purpose, industry analysis has been done as
follows and through which comparative understanding can be made.
Porter's 5 Forces Model
Forces Impact Degree of Impact
Bargaining Power of
Suppliers
 The suppliers in this sector is limited.
 The switching cost for them is high.
 However, the product supplied is unique.
Low
Bargaining Power of  Large number of buyers. Moderate
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Buyers  The buyer of this firm is important for
the organization.
 Switching cost is high for the buyers.
 Size of the order is small.
 Availability of substitute is more.
Threats of Substitutes  Switching cost to the buyer is low.
 Performance of the substitute is efficient
is compared.
High
Threats of New
Entrants
 Government policy encourages the new
entrants.
 There is no economies of scale.
 Investment is not high.
High
Competitor's Rivalry  There are large number of competitors.
 Customer loyalty cannot be achieved in
this industry.
 Quality level is low in other firms or
sources.
Low
Thus, it can be said that organization is lacking behind than what is happening in the
industry (Shortliffe and Cimino, 2013). Thus, the firm must bring changes within the
organization so that brand image can be created. Further, to avoid the issues of suppliers, firm
can adopt the backward integration by producing Eco-friendly contraceptive devices so that
suppliers bargaining power can be reduced. Along with that, services through internet can be
provided in order to bring technological changes and to reduce the threat of substitute.
Another method applied for the purpose of comparative understanding of activities is
Bench-marking. Brook has made the benchmark for the quality standards such as by gathering
information about the quality standards of other private health cares and than comparing it with
the Brook's standard. After that company makes the higher quality standard than other health
cares. This is how the comparative study has been done.
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3.3 Options for forming the basis of future organizational strategy
In order to form the base for the Brook's strategy of future, several options can be created
which will help the firm to prepare the strategic plan (McKeown, Malihi-Shoja and Downe,
2011. For this purpose, some of the options can be suggested as follows: Bench-marking: In order to become effective in providing services, firm can adopt the
option of bench-marking. The organization can set the standard target of providing
services to the people. Through this strategy formulation can become easy. Niche Marketing: This option can be adopted by the company in order to form the basis
of strategic plan (Best and et.al., 2012). In this, company can focus the small and specific
segment of the whole market on which all the marketing activities are applied. Thus, this
is the best suitable option. Workforce Competence Development: The service providers competence can be
improved so that differentiation can be created in the market. The service users can be
provided with best quality services and also extra care can be provided. Customer Specification: The organization can provide the services to the users as per
their specification. If this is adopted than company can increase the customer loyalty.
 Taste & Preference: As per the changing taste and preference company should design its
services so that customer feel satisfied with the services provided by the Brook.
4.1 Ensuring the appropriate participation form the stakeholders
While making the strategy plan, it should be ensured that all the stakeholders
participation has been taken. If all the stakeholder's ideas will be included than company can
make most effective strategic plans which help the firm to create a corporate image in the market
(Kotler, Shalowitz and Stevens, 2011). For this purpose, stakeholders such as government, CQC,
young service users, service providers should be attracted. Prior to that all the options should be
reviewed which helps in reaching the stakeholders effectively. For instance, internet can be the
best medium but due to network issue any of the stakeholder can be missed. Further, personally
survey could be conducted so that genuine reply can be collected.
After doing this, company can also attract them by using creative means to actively
participate in this activity (Reddy and et.al., 2011). For this reason, Brook can make and
distribute attractive brochures as a drop in or can circulate it on the social networking sites to
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create awareness. Moreover, government participation can be taken by contacting them
personally. The service users participation can be taken through survey questionnaire. CQC can
be contacted and the strategic plan can be shown to them which can attract them to participate
(Dickinson and Glasby, 2010). Further, these stakeholders can be communicated the value of the
organization so as to attract more participation from their side.
4.2 Developing criteria for reviewing potential options
Options which have been discussed in the former questions are niche marketing,
workforce competence development and bench-marking should be reviewed. This can be done
by using several criteria which are described below: Cost-benefit Analysis: If the company adopts the method of niche marketing than it will
be highly beneficial for the firm to focus on the specific segment of the company.
Therefore, this will help the firm to identify the issues and needs of the service users and
they can be satisfied effectively (Fleming and Parker, 2006). However, this can prove to
be a costly method because an expert should be hired and along with that technology
should be upgraded so that in a better manner the activity can be carried out. Moreover, if
development of workforce competence is done than company can build highly competent
people in the firm and through this competitive advantage can be created. On the
contrary, the firm has to spent heavy amount on the training and development program
and along with that lot of time has to be spent (Glasby, 2011). Feasibility Studies: If the organization chooses the option of niche marketing than it
should be studied that this strategy is feasible for the firm or not. Further, if the
organization chooses the workforce competence development that it will be feasible for
the company with regards to financial term and also the ability and skills of the
workforce. The employees are resisting this training program or not.
 Opportunity Cost: The company must assess the opportunity cost if they chooses for the
niche marketing. If this is chosen than it should make sure that company is not losing the
other alternatives at higher cost.
4.3 Construction of agreed strategy plan
In order to construct an agreed strategy plan the discussion has been made in the in
former questions. Through which it has been recognized that the firm has the strategic options of
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market development. Further, through industry analysis, company can assess its position in the
new market and thus, it can adopt several strategies to cope with the changes. Further the firm
have adopt the options of niche marketing and workforce competence development to do market
development (Liebler and McConnell, 2004). Moreover, for this aspect participation of all the
stakeholders have been taken so that effectiveness can be brought in. Owing to this, cost-benefit
analysis have been done so that advantages and limitations can be known.
After preparing this plan, physical, financial and human resource should be involved so
that firm can lay down an effective strategic plan.
Resources Implications
Financial Resources This is highly useful because the company cannot carry out
any activity without the use of financial resources. While
developing this plan, a budget can been passed so that firm
can make the cost effective plan and unnecessary expenses
does not get incur.
Human Resources Human resources are hired in order to perform those
activities which are discussed in the strategy plan. Further,
an expert can be hired in order to assess the environment
with the use of advance technologies such as SPSS and
other analyst software (Peckham, 2007). Moreover, the
company can hire a trainer who can train and develop the
workforce to become competent.
Physical Resources These resources are highly required in the company in
order to remain competent in the dynamic environment.
Moreover, this will help the firm to implement the strategic
plan in a cost effective manner. In this, with the use of
projectors, simulation modeling a firm can provide
effective training and development to the service providers.
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5.1 Comparison of core values with current business objectives
The core values of the Brook is customer oriented and environmental awareness. As this
firm has been established in order to aware the people about the healthy sexual life. Further, this
also helps in maintaining the clean environment as the diseases will not get spread in the
environment (Spolander and Martin, 2012). Moreover, it is benefiting the society by providing
this confidential services for free.
However, the current business objectives of the company is to provide this service to the
other market of the UK and UK province. Further, this company wants to provide the services
with high quality standards.
The core values of the firm that is being ethical and cultural towards the society and
environment is matching with the current business objectives (Twycross, Dowden and Bruce,
2009). It is because the company has planned to meet the quality standards by providing the free
services to the customers. Further, the ethical value is that the information of the service user has
been kept confidential and firm has kept his promise by providing confidential advice to the
people of new market.
5.2 Vision and Mission Statement
The Brook has modified the vision and mission statement of the firm while making the
strategic options and it has been described as follows:
Vision Statement
The vision of the firm is to bring improvement in the sexual health of the people of UK
province by creating effective, responsive and premium quality sexual health services in order to
meet out the needs of local communities in an effective manner (Walshe and Smith, 2011).
Moreover, the company aims to provide confidential services so as to make the customer feel
free whilst availing the services at Brook.
Mission Statement
Mission of the Brook is to ensure that all young people who are below the age of 25 must
have an access to high quality, free of cost and highly confidential sexual health services (Oven
and et.al., 2012). Along with that education and support is provided which enables them to make
aware and informed for the active choices about their personal and sexual relationships so that
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service user can enjoy their sexuality without any harm. Further, the company also want that
people could develop the broad mentality so that they can share their problems with us.
This is an appropriate vision and mission statement for the Brook which are going to
establish in the market of UK province. It is because the people of UK province does not have
developed mentality so the company wants to make assure the people and the employees that
confidential services should be provided to them and further they wants to broaden their
mentality by creating awareness programmes.
5.3 Production of agreed future management objectives
Objectives of the management can be described as follows:
 To make the highly competent workforce in the organization by July 2016.
 To increase the customer base by 35% till December 2016.
 To expand the services by capturing 20.5% market share by August 2016.
 To manage the cultural diversity up to 10%.
 To broaden the mentality of 40% people of UK province by July 2016.
 to hire the new employees upto 60% from UK province by September 2016.
5.4 Measures to evaluate a strategy plan
Evaluation is done to enhance the knowledge and to resolve the problems of the business.
These includes the feedback of the people, observation and tactics. These changes can be
occurred at any organizational level and to solve these problems with full efficiency (McKeown,
Malihi-Shoja and Downe, 2011).
Feedback: The feedback from the stakeholder plays a significant role in the decision making of
the business. This helps in the improvement of the strategic planning such as improvement in the
ways delivering information associated with the sexual issue. Environmental should not get
polluted with the infected equipment dumb at wrong place (Dickinson and Glasby, J., 2010).
Continuous monitoring: The services rendered by them should be monitored so that the work
can be done in an efficient and effective manner (Twycross, Dowden and Bruce, 2009) \. The
work assign should be measurable in term of quality, time based, achievable as these are the
main ingredient in the heath care business because time to time improvement in the strategies are
important in growth and development of business as well as awareness.
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Performance Evaluation: Company should do the performance appraisal of the employees in
order to assess that proper implementation of the plan have been done. In this firm should p
observe the staff, interview them regularly, test the effectiveness, etc. This will assist the
organization in getting clear review about the appropriate implementation of the strategic plan.
6.1 Schedule for implementing a strategy plan
Activity 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Environm
ental
Scanning
Developi
ng
Options
Comparat
ive
Understa
nding
Attractin
g
Stakehold
ers
Reviewin
g
Construct
ion of
Plan
Vision
and
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Mission
Impleme
ntation
Evaluatio
n and
Control
In order to have effective accomplishment of objective the health care firm needs to focus
on effective design of strategic plan. Key objective of organization is to improve its market share
by 20 % so management has decided to implement strategic plan in which number of activities
has been designed which will be accomplished in 10 weeks. In this respect, the health care firm
management needs to focus on diverse activities which can be classified as environmental
scanning, developing options, comparative understanding, attracting stakeholders, reviewing
construction of plan, vision and mission, implementation of activities, evaluation and control.
6.2 Dissemination Process
Brook information can be communicated by conducting conferences by professional
doctors to all the stakeholders that are service provider, services user, medical students and care
quality commission. The stakeholders represent those individuals or groups that can be impacted
by the various functions of Brook information. The consideration of these stakeholders may
vary from each other (Kotler, Shalowitz and Stevens, 2011). The major concern of service
provider is to get information about new technology in health care, medical equipment etc.
Thereafter, service user concern is to gain information about sexual disease, precautions,
symptoms etc among the most young individuals (Hasson, 2010). Thereafter, care quality
commission is interest is in knowing the quality of services provided by organization, follow up
of ethical norms, adoption of hygiene in company etc.
In this respect, the management needs to focus on various activities which can be
classified as gain general agreement, communicate with stakeholders, create guidelines, develop
policies, planning, monitoring and evaluation. Initially the management of health care firm will
focus on gaining general agreement so that key needs can be identified in appropriate manner. It
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will also facilitate business firm to meet goals in appropriate manner. It is also essential for
management to share key details and issues with all stakeholders so that business firm can easily
decide alternative ways that can lead operational activities to the impressive level of success. In
this respect, it is also essential for management to have effective design of guidelines as well as
various policies that can overcome issues in appropriate manner. Effective design of guidelines is
also beneficial as it facilitates workforce to accomplish goals in easy manner. Management must
design and plan its activities as per the key needs and policies so that work can be accomplished
in desired time period. At last every process requires effective monitoring and evaluation process
so that key outcome of overall process can be spotted in easy manner.
6.3 Evaluation of strategy plan in the Organization
Monitoring and evaluation systems for the implementation of strategy plan is as follows:
1. Define Goals and Objectives: Brook should determine the goals and objectives to be
achieved in the future course of time. Further, the company can design this by assessing
the external environment (Peckham, 2007).
2. Setting Standards: Company set the quality standards by using the benchmark tool. This
will help is comparing the actual output.
3. Comparison: After implementing the plan the actual results can be known. This actual
result is compared with the set standard output and through this variations can be
assessed.
4. Monitoring and Control: The company should monitor the variation analyzed and the
control measures should be applied in order to bridge the gap between standard output
and actual output (Liebler and McConnell, 2004).
CONCLUSION
After preparing this report on strategic planning of Brook sexual health organization, it
has been concluded that the firm had a poor strategy plan which has came to an end. That plan
has impacted the firm in an adverse manner. Thus, the manager has constructed a new plan with
the application of all the tools which have made the plan more effective. Further, the
environment has been assessed which shows that company is lacking the technological aspect
and due to which reduces the corporate image in the market. The new plan has been constructed
by considering the time limit and due to this the firm has successfully implemented the plan.
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Proper evaluation has been done by applying review and control measures so that variations can
be assessed.
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strengthening and sustaining organizational achievement (Vol. 1). John Wiley & Sons.
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and possibilities in English health and social care. Public Management Review. 12(6).
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Fleming, L. M. and Parker, E., 2006. Health Promotion: Principles and practice in the
Australian context. Allen & Unwin.
Glasby, J., 2011. Policy and Practice: Critical Perspectives in Health and Social Care. Policy
Press.
Hasson, H., 2010. Systematic evaluation of implementation fidelity of complex interventions in
health and social care. Implement Sci. 5(1). pp. 67.
Kotler, P., Shalowitz, J. and Stevens, R. J., 2011. Strategic marketing for health care
organizations: building a customer-driven health system. John Wiley & Sons.
Liebler, G. J. and McConnell, R. C., 2004. Management Principles for Health Professionals.
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Oven, K. J. and et.al., 2012. Climate change and health and social care: Defining future hazard,
vulnerability and risk for infrastructure systems supporting older people’s health care in
England.Applied Geography. 33. pp.16-24.
Parekh, A. K. and et.al., 2011. Managing multiple chronic conditions: a strategic framework for
improving health outcomes and quality of life. Public health reports. 126(4). pp.460.
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