Organizational Development Strategy: Burton Medical Lighting Analysis

This report provides an in-depth analysis of Burton Medical Lighting's organizational development strategy. It begins with an introduction outlining the company's focus on operating theatre lighting and then delves into a market analysis, highlighting the impact of technological advancements on the healthcare industry. The main body critically assesses the interrelationship between the company's strategy, organizational design, and workforce planning, particularly in light of a recent management restructuring. The report then proposes a development strategy using a SWOT analysis to address the company's strengths, weaknesses, opportunities, and threats. This includes strategies for production and management, and discusses the impact of technological advancements. The report concludes by summarizing the key findings and recommendations for Burton Medical Lighting's future development. The report is a comprehensive study of the company’s operations and provides a detailed overview of the content.

Organizational development strategy.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market.....................................................................................................................................3
Critically assessment of interrelationship between strategy, organizational design and
workforce planning.................................................................................................................4
Development strategy with suitable planning model.............................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Organizational development strategy is involves both more easily measured deliverables
issues such as strategy, policies, structure and systems and those less tangible such as developing
appropriate skills, behaviours, attitudes and styles of leadership which is enabled for organization
to deliver optimum performance. The present report is based on “Burton Medical Lighting”
company which is designs and builds operating theatre lighting for medical used to meet
bespoke, global, customers specification. The report will critically assessment of the
interrelationship between the enterprise strategy and organizational design and workforce
performance within the sector. This will also elaborate the suitable development strategy for
using a sustainable planning methods and approaches for the company. This will also includes
the ways in that might be generated the possible benefits and values of the strategy
implementation.
MAIN BODY
Market.
Advancements in the technology over years has made the diagnosis much easier and also
helps to improve life expectancy of human beings. As per the Article 4 Ways Technology is
improving Life Expectancy. The continuous advancement in technology is one of the major
factor that helps to increase human life expectancy over the years.
One of the influence in human life longevity is the high availability of healthcare centres across
the globe. There are nearly 80 diseases outbreaks every year on the basis of World Health
Organisation. It has lead to increase in requirements of healthcare therefore, it creates positive
impact on medical technology in the market. Therefore, convenience of care in medical field
does not compulsorily lead directly to high life. Life of person is not only dependent upon how
general the medical checkup but more on the basis of own behaviour and lifestyle. Such as
increase in services due to driving under the impact of high behavioural act. Easy access to bad
and harmful alcohol, drugs and smoking are examples of influenced behaviour. Therefore, the
demand of healthcare equipments is increasing day by day. As population of country is
continuously increasing there rae more expectancy of deaths due to various reasons. Such as non
communicable diseases such as diabetes, heart disease and cancer etc. Further, there is high level
of population in the nation, access to medical care, general lifestyle and more. These reasons
causes impact to the growth of healthcare industry.

Figure 1 : Health care expenditure in billions of dollars (USD), 2017 and 2022
Source : www.deloitte.com. (2019)
From the above figure, it has been interpreted that expenditure on healthcare in various
continents is expected to increase until year 2022. Burton firm is already present in North
America it should focus on expanding the business at international level in that country where it
is expected increase in healthcare expenditure .
Critically assessment of interrelationship between strategy, organizational design and workforce
planning.
Overview of case study:
Burton medical lighting is the small medium-sized enterprise with 250 employees.
Recently company has been facing major problem in that case management is decided to appoint
a new management team to turnaround the business. With the help of this, company has changed
the management team remaining 95 staff. This creates various problem for management in order
to face and handle those changes because through that company operates 65 new shops by
setting short term future goals (Burton Company Profile, 2019). The enterprise designs and build
new machine technology to manufacture the products for reducing cost, it has found difficult to
fund the operations. In that company management also develop functional structure with
individual directors for design, sales, production and finance department.
Burton strategy:

The strategy of Burton company is to provide the best services to medical customers and
to achieve incredible performance and unsurpassed values and energy efficiency. New strategy
of company is to build new management team.
Organizational design:
Organizational design of company is to enhance comfort and performance in all exam
and surgeries (About Burton Company Profile, 2019). The company is currently using
hierarchical organizational structure.
Workforce planning:
Workforce planning of company is dependent upon current employees and their skills
and knowledge. It helps company to divide work properly.
Relationship between strategy, organizational design and workforce planning:
In the organization strategy, organization design and workforce planning plays an
important role in the organization in effective manner. They either did not consider their
company culture and emerging technology or they attempted to a dynamic without understanding
the complexity of relationship within the organization, while organizational design drives the
organizational structure, then the organizational charts can be a more accurate and useful
rendering of the company values and its culture and focus. The Burton medical lighting company
is sets new strategy to develop new management team for that they divide staff which are
required for new layout in proper manner (Buckley, Burton & Mirza, 2016).
The functional structure of the firm determines how routine activities are managed by the
firm. The structure is directly related with the strategy of Burton Company and it helps to reach
the goals of business that are set by top management. Developing business strategy starts by
evaluating which job roles are required to attain the goals. On the basis of this, management
should decide which job functions are assigned to each role. Ultimately, job roles will shape the
organization.
Technology advancement:
The integration of innovation in technology has resulted in the improvement in quality of
life for patients. Medical technology has given rise to the development of equipments that can
perform non-invasive surgeries that helps to reduce the time required by patients to heal.
Technological changes are created more advantage for the Burton medical lighting company in
order to manage new team in effective manner. This will help firm to improve the efficiency of

business operations and also help to improve the relationship with suppliers and customers, it
will also promote the efficiency of the process of production. As a result, it will help
management to reduce cost of production (Li, 2016). “Benson discussed that the importance of
examining the IT and technology utilization in the digital workplace. They proposed a three-
dimensional framework”. Technology advancement in the field of medical has also created some
issues for Burton Company engaged in the businesses of developing high quality examination
and surgery lighting equipment. The issues for Burton medical lighting company are as follows:
Increase cost:
Technological advancement will help to perform work effectively but it may also lead to
increase in the cost of training because it is necessary to improve current level of skills of
employees to produce better products. Burton medical lighting company is required to provide
proper training to the employees in order to improve the performance of the workers. It is one of
the major issue faced by the company due to advancement in technology.
Environmental concerns and consideration:
Technology advancement is created more problems for the Burton medical lighting
company. While it is undeniably good news for the local environment and employee well-being,
sustainability and environmental regulations can be expensive for manufacturing firms in case
firm does not follow government regulations (Goedecke & Welsch, 2016). “Ho Chi Minh City is
faced with a multitude of development challenges and environmental concerns.” Burton
Company must implement, establish and maintain the process to determine and record
environmental aspects during all life cycle stages of the products. It also involves identification
of the suppliers of raw material thatmay have significant impact on the environment.
Organizational structure:
Organizational structure is created more benefits for Burton medical lighting company by
creating proper work structure for employees. Through that employees of Burton medical
lighting company have proper knowledge about the work and creates more effectiveness.
Effective organizing the work helps to streamline operations, improve decision-making, operate
in multiple market locations, increase sales and customer service, and boost employee
performance and creativity. So, it is important that business owners and managers understand the
importance and benefits of structure (Hunter,2015). “As per the Literature linking organization
structure to perform falls into the two broad research stream.” On the other side, functional

organisation structure of Burton Company may create various problems. It will lead to poor
coordination and communication across functional units. Under this type of structure, managers
focuses more on individual goals and neglect the overall goal of business.
Development strategy with suitable planning model.
Business development strategies are the greatest combination of ample individual tasks
that has a goal of developing growth opportunities either within the organization or between two
or more organization. Burton medical lighting company faced various problems and issues that
may happen due to new organization design, structure and technology advancement due to the
investment by firm in new machine technology to manufacture the products at lower cost
(Burton & Obel, 2018).
Suitable planning by using SWOT analysis
SWOT analysis is a framework used by firms to determine and find effective solutions to
resolve the issues faced by company. It will help to analyse the position of Burton Company in
medical lighting market that helps to ensure that firm is investing time in overcoming various
issues.
Strength :
One of the major strength of the firm is that it is operating the business in consistently
growing market. Further, Burton Medical Lighting Company has strong reputation in the
industry due to which the demand of the products of the business is very high. The brand of
Burton Company is popular for better quality and reasonably priced lighting items.
Company also ensures that all the products are certified by CE, CSA and UL certifications.
Products of Burton are also certified by FDA and manufacturing facilities. Further, company has
also invested in new machines.
Weakness :
It is true that present organisation structure of Burton Company is flawed. One of the
biggest challenge faced by the firm is related with structure of the business. Further, the current
workforce of Burton firm is having fear of lack of job security (Burton Sensors, Inc. SWOT
Analysis, 2018). Therefore, more workers are leaving the firm because they feel that
management does not value their employee's.

Another major problem faced by Burton Medical Lighting Company is related with
loyalty of clients. Poor customer service is the cause due to which loyal customers leave the
organisation.
Opportunities :
There are countless opportunities in the sector in which Burton Company is currently
operating its business. Reason behind this is that, firm producing medical lightening may focus
on various aspects of the product to differentiate the products. The firm is having opportunity to
focus on various aspects such as quality, ease of installation, energy efficiency and cost of the
products (Burton Sensors, Inc. SWOT Analysis, 2018).
Threat :
One of the major threat to the company is that there are various other firms operating in
medical sector that are using much cheaper methods to improve profitability and also innovate
new products on a large scale. This will affect the profitability of Burton Medical Lighting
Company. Another threat to the company is that it becomes difficult for the organization to
maintain existing workforce. Other companies are recruiting talented and skilled workforce to
gain competitive advantage.
The various types of strategies adopted by different departments are as follows -
Production strategy:
The production department is one of the major department of Burton Company because
the employees working in production department plays an important role in satisfying the needs
and wants of customers. The strategy adopted by production department is to effectively develop
and focus on design of product and equipment that supports the firm to improve the level of
performance (9 Ways to Improve Manufacturing Efficiency, 2018). Production manager should
focus on optimizing production processes for optimum utilization of raw material.
Management strategy:
To improve the performance of business and to gain trust of the workers it is essential
for management to develop effective strategies that help firm to innovate high quality of
products, achieving traceability and optimizing production. Management of Burton Company
should recruit employee's belonging to different backgrounds that will help to develop diverse
and inclusive workforce. With the help of this strategy company is able to easier to capture the
factors that contributes to turnaround of the business. Furthermore, management should also

develop common set of metrics and KPIs that can scale around all manufacturing operations (10
Steps To An Effective Manufacturing Operations Management Strategy, 2017). The management
team of Burton Company should focus on the most relevant to streamline manufacturing
operations in proper manner.
Sales and marketing strategy:
Both are most important and effective strategy that helps to improve company
performance at workplace in effective manner. The main strategy for sales and marketing
strategy for company's functional department is to research on market and collect information
about current market trends which are helped to understand about customers needs and wants in
effective manner (Murshid & Mohaidin, 2018). “as per yamen study had attempted to determine
then influence of marketing effect medical sectors”. The department should analysis the market
needs and compare with customer are help to improve performance.
These strategies will help to improve functional structure of company as per department
vies. With the help of this strategy every department will work in proper way and help to set
proper target for work. The industry has some trends which are as follows: