Strategic Management: Developing a Business Strategy and Plan

This report provides a strategic analysis of Ieso, a UK-based healthcare company, evaluating its market position and the effects of its existing plans. It explores the relationship between corporate, business, and operational strategies, applying strategic models like the Ansoff Matrix to develop and evaluate strategic options, ultimately recommending a market development strategy. The report also outlines a vision, mission, and strategic goals for Ieso, proposes a functional organizational structure, and creates a resourced strategy implementation plan. Furthermore, it discusses change management, leadership skills, monitoring systems, risk identification, and plan effectiveness review. This document is available on Desklib, a platform offering various study tools and resources for students.

Strategic management

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1.1 Critically evaluate the position of an organisation in its current market..........................3
2.2 Critically analyse the effects of existing plans on an organisation..................................3
2.1 Critically explore the relationship between, corporate, business and operational strategies 3
2.2 Apply strategic models and tools to develop strategic options for an organisation.........3
2.3 Evaluate strategic options for an organisation..................................................................3
3.1 Create a relevant vision, mission and strategic goals for an organisation........................3
3.2 Propose a suitable structure for an organisation that fits a strategic plan........................3
3.3 Create a resourced strategy implementation plan.............................................................3
4.1 Apply force field analysis to effectively distinguish forces of change............................4
4.2 Critically evaluate various change management models4.3 Identify relevant leadership and
change agent skills to implement a strategic change in an organisation................................4
4.4 Develop a monitoring and control system for the implementation of strategic plans and
Design key success indicators in order to monitor the implementation of the strategic plan 4
4.4 Distinguish potential risks during implementation...........................................................4
4.5 Review the effectiveness of the strategic plan.................................................................4
Conclusion.......................................................................................................................................4
References .......................................................................................................................................5

Introduction
To perform the affective business operations in the market strategic management plays a
vital role. Through the dedicated operational strategies companies perform their operational
functions in the operational market more deliberately. Strategic management succours in order to
classify the various practices. It measures the ongoing planning, analysis as well as monitoring
the companies functions. As these factors provide the better assessment to the companies in
order to reach their organisation objectives and goal. In relation to the above discussion Ieso,
which is a healthcare company is being taken into the consideration (Amason, and Ward,2020).
Ieso is a healthcare company of UK that provides the digital health therapy as well as
assess the clinical evidence for their customers. It was founded in 2000 by Barnaby perks
(D’Cruz, 2018). The respective company aiming to revolutionise the mental care services
globally through its therapeutics and digital product.
The mentioned report is the inclusion of several practices that identifies the external
factor that influence the company operations. In regard to these factors the report will highlight
the strategic option of respective company. Further, the report will also evaluate the strategic
implementation plan. At last the developed plan will be implement in the favour of company.
Main Body
Task 1
1.1 Critically evaluate the position of an organisation in its current market.
The respective company offers the online therapy in the operational market. According to
the Ieso About 4,60,000 hours of therapy were provided by the Ieso to their customers. Around
600+ clinicians delivering treatment were provided by the mentioned company. The recovery
rate of the patient are way much higher than face therapy. The discussed company has around
700,000,000 data points in their data base. These informative data provides the advantage to the
respective company to filter the best suggestion for their patient. Hence, such practises provides
the better service and assistance to their audience (Unseen science. Visible advances, 2022).
According to the Emma Betuel, 2021. Ieso recently raised the funds of around $ 53
million. As these funding will help the respective company to give the new direction of its

company operations. Ieso also providing the text based services to their customer through which
they attracting the large number of customers towards using their services.
The respective company provided their services in UK through the help of national health
services of UK. The mentioned company has around the 300 employees in their operations as
well as earned the revenue of 4.9 million euro in 2018. as the company majorly uses the AI
based technology in their functions. These upgraded technology is unique in the operational
market that other competitor are lacking. The above mentioned technology provides the better
assistance as well as effective services to the user. All of these practices published their services
by mouth publicity through their satisfied users (UK-based mental health provider ieso raises
$53M armed with an ‘unprecedented’ data set, 2021).
1.2 Critically analyse the effects of existing plans on an organisation
As the mentioned company provides the online therapy as well as cogitative behaviour
therapy to their customer as well also offers the written conversation to their patient. The
respective company follow the operational plan that includes the several combination such as
evidence based clinical method as well as breakthrough technology in their operational
functions (Okumus, and et.al., 2019).as these factors plays a vital role in order to provide the
valuable services to their patient as well as influence them to suggest to their closed ones.
Several healthcare data showed the better recovery rate of their patient in compare to the all
NHS IAPT. The respective organisation majorly follows the process of funding, hence, by
getting the investment the discussed company curving their growth plan.
As the major business function of the respective company is depend on the technological
plan. Hence, it is necessary of the respective company to improvise their technology timely I
order to get the more opium result as well as eliminate the complexity from their operational
functions. The large of number of users that uses their services uses their technological system.
Therefore, the user experience on using their portals should be smooth and complex free. Any
negligence in the technology can impact the business functions of the respective company
directly.
 Usage of Data to treat the patient- The respective company uses the data and other
informative functions in their operational functions. By developing the effective
algorithm and techniques the respective company provides the better facility to their
patient. In relation to this the above data system plays a vital, as these techniques develop

the effective operational practises as well as gives the advantage to therapist in order to
understand the real condition of their patience. In relation to this the above mentioned
practice helps the organisation to improve the efficiency as well as outcome to their
patient . The better and adaptive use of technology also succours the organisation in order
to reduce the operational cost in the healthcare system (Stoyanova, and et. al., 2019).
Task 2
2.1 Critically explore the relationship between, corporate, business and operational strategies
To perform the better functions in the operational market, every company need the
dedicated practices and approaches in their functions to evaluate their business activities. In
relation to this below are the some similarities of different strategies that work together in order
to achieve the organisation goal. Therefore, below discussion is the inclusion of corporate,
business as well as operational strategies that work together in organisation functions.
 The business strategies plays a vital role in order to create the plan, action as well as set
the goal of the organisation that company need to achieve in their operational market. It
also identifies the competitive position in the operational market. On the other hand
corporate strategy helps the organisation in order to maintain the competitiveness in the
market that identifies through the business strategies. It provides the better assistance to
maintain the allocation of the resources as well as manage the portfolio of the company
funds to gives the better assistance to the organisation functions. It conclude as an main
pillar for an organisation functions.
 Operational strategies refer to the dedicated method that used by the organisation to
achieve their business objective by the better performance of the task. Through such
process the respective company can easily examine their efficiency of their working
system (Priem, 2019). Hence, all of the inclusion of the above strategies have the core
motive to assist and provide the better assistance to the company functions through their
effective functions.
2.2 Apply strategic models and tools to develop strategic options for Ieos
In order to perform the strategies more effectively in the operational market the use of
tools plays a foremost important role. Hence, to understand the operational functions more

effectively the mentioned section will evaluate the the dedicated strategic model that is Ansoff
matrix.
Ansoff matrix
The mentioned matrix is the inclusion of four strategies that helps the organisation is
order to classify and diversify their business functions In the different stages of the market. The
mentioned tool is majorly used in order to analyse and plan the dedicated strategies for the
business growth. Hence, below are the discussion of strategies which are;
 Market penetration- The mentioned strategy focuses on increasing the sale of the pre
determined product in an existing market. As by performing the functions in this segment
majorly focuses on the criteria which is decreasing the existing product or services price
to attract the new audiences, increasing the efforts in the promotional and advertising
activity to enhance the business operations and obtain the competitor to get the
competitive advantage in the performing marketplace (Dawes, 2018).
 Product development- In the respective strategy the organisation develops the new
product in the same existing market. By these practices firms create the dedicated product
or services to get the better assistance and engagement of the customers towards the
company functions. Companies invest in the research and development program to get
the better assistance of target market. It also provides the better assistance to understand
the demand of the customer as well as develop the company operational access.
 Market development- This mentioned strategy focuses on entering in the new market
with the existing products and services. Hence the strategy focuses on attracting the new
customer with its existing successful products and services. As through such strategy firm
can cater number of different customer as well as can expand regionally as well as
globally.
 Diversification- The diversification strategy is the process in which the firm enters in the
new market with the new products. This plays a vital role in increasing the revenue by
opening the new stream in the operational market.
2.3 Evaluate strategic options for an Ieos
As by the evaluation of above strategic options, According to the respective company
functions the market development strategy will be the most suitable according to their

operational functions. As the respective company operations already cater the number of
customer in the existing market. All their business operations activities includes the adaptive use
of technology as well as data that created the effective operational functions in the market. As by
using the same process in the new market can bring the several advantage to the mentioned
company (Khajezadeh, and et. al., 2019). As they can cater the new customer in the new market
that brings the better revenue generation in their operational functions.
Task 3
3.1 Create a relevant vision, mission and strategic goals for Ieos
Basis In the context of Ieos
Vision Providing the better assistance of company
operations to the patient.
Development of effective clinical data in order
to transform the mental healthcare.
Mission The mission of the mentioned company is to
provide the better healthcare services to the
patient that facing the issues regard to mental
health.
By developing the advance operational
functions in order to understand the mental
health problem even more better and provide
the facility to every person around the world.
Goal  Improve the customer satisfaction by
20% by the end of the financial year.
 Increase the number of new customer
by 25% in the new political region by
the end of the quarter.
 Decrease the response by half to all the
queries.

 Acquire the new competitor market by
15% within the 6 month.
3.2 Propose a suitable structure for an organisation that fits a strategic plan
As the respective company major operations are depend on online functions. Hence,
according to the above strategic plan that is acquiring the new market with the existing product
can perform better by the use of functional structure in the company operations.
Functional structure- The mentioned organisation structure is plays a vital role in order
to segment the company operations in effective manner. All the functions of respective company
can easily divided in to different department according to the expertise of their functions. As all
these functions can overseen by the department head. By the proper segmentation of department
company can easily manage all the business operations of different departments. As through such
functions the respective company can easily focus on impacting the new market with their
existing product through their marketing department (McDougal, Syrdal, Gravois, and Kemp,
2021). In relation to this the marketing department can easily manipulate the competitive
market by their recent product success in existing market. Operational department can convert
the leads that arises through the marketing department to make the audience into a valuable one.
3.3 Create a resourced strategy implementation plan
Marketing mix
 Product- The mentioned company has the inclusion of dedicated services such as data
improved cycle and therapy data that can help the mentioned company in order to cater
the customer.
 Price- Price plays a vital role in adopting the market. Hence the respective company can
use the value pricing in their operational functions.
 Place- as the mentioned company uses the online process to cater the customer around
the globe. Hence by developing the more effective marketing strategy company can
increase their operation.
 Promotion- The respective company can use the digital marketing as well as other
channels to adopt the customer.
STP analysis

 Segmenting- The respective company can segment their customer through the
geographical and behavioural basis.
 Targeting- The target audience are the audience that faces the issue regard to the mental
health.
 Positioning- through the value pricing and better services the respective company can
position their operations.
Task 4
4.1 Apply force field analysis to effectively distinguish forces of change
Step 1 Plan for change
The plan for change is to get the new market base for the company operations. As the new
market will help the company to get the exposure in their operational functions.
Step 2 forces for change
 To increase the customer base
 To increase the profitability
 effective globalisation
Step 3 Forces against change
 Government polices
 threat of new competitors
 customer obligation
Step 4 assign score
forces for change Score
 To increase the customer base 10
 To increase the profitability 7
 effective globalisation 9
Forces against change
 Government polices 8
 threat of new competitors 5
 customer obligation 6

Step 5 Analyse and apply
From the above distribution of the scorecard it is clearly stated tat the forces that implied
on making the change are way much higher in compare to the obligated forces. As the company
need to increase their customer base that reflect with the 10 points in the table as the force that
obliged the mentioned step is government policy that rely on 8. as all other changes were also
bifurcate as same. As it clearly stated by the above functions that the respective company need to
adopt such market development strategy in their operations (Pugh, 2018).
4.2 Critically evaluate various change management models
ADKAAR MODEL
The mentioned model focuses on achieving the business goal. By these process a
dedicated change can be done in order to perform the better functions.
 Awareness- Through such section the respective company can easily makes the
dedicated changes that need to be done for company operations.
 Desire- By bringing the changes in the company functions can help the organisation for
better assistance and performance (Fronzo, 2018).
 Knowledge- By focusing on the technological functions the respective company can
eliminate the problems regard to the technology as well as other barrier that arises in
regard to the patient data.
 ability- Through focusing on the changes on regular basis will help the respective
company to enhance their operational functions even more effectively.
 Reinforcement- by regular development of healthcare and technological services in the
company operations will also provide the better future assistance.
4.3 Identify relevant leadership and change agent skills to implement a strategic change in Ieos
A change in the organisation functions plays a vital role to perform more efficiently. To
perform the better functions in the operational market, every company need the dedicated
practices and approaches in their functions to evaluate their business activities.
 Flexibility- The leader of the organisation should always be flexible in their operations
functions to perform the better functions. As it provides the better assistance to grow the
business opportunity.

 effective listening skills- An effective change leader in organisation focuses on exploring
the company operations regularly in order to find out the issues. As these issues were
solved by the effective functioning quality of a change leader.
4.4 Develop a monitoring and control system for the implementation of strategic plans Through
KPI and benchmarking
The above mentioned strategic plan can easily monitoring and control by KPI metrics.
 By taking the regular feedback from the customer can help to control the strategic plan. If
the feedback of customer increase in a positive side by 50% will helps in achieve the
goal.
 Revenue growth should increase by the 20% from the last year.
 Customer retention should be increase by around 30 % through the mentioned plan.
 Customer lifetime valuation should be enhance by 23% from the last year.
4.6 Distinguish potential risks during implementation
Potential risk that can be faced by the respective company in the market development
could be;
 Technological changes
 Data manipulation
 Competitive pressure
 Changes in the preference of consumers
 Regulatory changes
4.7 Review the effectiveness of the strategic plan
Their are several favours that can be gained by the mentioned company through the
implication of the above mentioned plan as the respective plan is completely focusing in order to
capture the new market through its existing healthcare services. Hence it can provides the several
benefits in order to diversify the company functions as well as increase the revenue of the
respective company functions. As through the mentioned plan they can develop the large
customer base and data collection that can further helps them in better assistance to their patient.
Conclusion
From the analysis of above report it is clearly stated that the strategic management in the
organisation function plays a major role in order to achieve the organisation goal. It provides the

better assistance to maintain the allocation of the resources as well as manage the portfolio of the
company funds to gives the better assistance to the organisation functions. It conclude as an main
pillar for an organisation functions. The above report clearly highlighted the strategic planning
that helped them in order to acquired the new market. As several forces as well as matrix were
also implied in the above discussion that highlighted all the factors that can impact the
organisation plan. As all these practices also measured by the KPI metrics. Hence, by such
function company can successfully implement the mentioned strategic plan in their functions.

References
Books and Journals
Amason, A.C. and Ward, A., 2020. Strategic management: From theory to practice. Routledge.
D’Cruz, J.R., 2018. Strategic Management of Subsidiaries 1. In Managing the multinational
subsidiary (pp. 75-89). Routledge.
Okumus, F., Altinay, L., Chathoth, P. and Koseoglu, M.A., 2019. Strategic management for
hospitality and tourism. Routledge.
Stoyanova, T.A., Koev, S.R., Stoyanov, P.P., Zhyvko, Z. and Laptiev, V., 2019. Strategic
Management of the personnel Development of industry Companies. Academy of
Strategic Management Journal, 18(3), pp.1-6.
Priem, R.L., 2018. Toward becoming a complete teacher of strategic management. Academy of
Management Learning & Education, 17(3), pp.374-388.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Khajezadeh, M., Niasar, M.S.F., Asli, S.A., Davari, D.D., Godarzi, M. and Asgari, Y., 2019.
Application of Neural Network in Portfolio Product Companies: Integration of Boston
Consulting Group Matrix and Ansoff Matrix. International Journal of Economics and
Management Engineering, 13(6), pp.809-813.
McDougal, E.R., Syrdal, H.A., Gravois, R. and Kemp, A., 2021. Telling the tale: applying a
strategic brand storytelling process for STP planning. Journal of Strategic Marketing,
pp.1-21.
Pugh, L., 2018. Change management in information services. Routledge.
Fronzo, C., 2018. Understanding change management: a clinical improvement programme to
transform your practice. British Journal of Nursing, 27(Sup6), pp.S3-S4.
Online
Unseen science. Visible advances. 2022. [Online] Available
at:<https://www.iesogroup.com/about-us>
UK-based mental health provider ieso raises $53M armed with an ‘unprecedented’ data set.
2021. [Online] Available at: <https://techcrunch.com/2021/11/23/uk-based-mental-health-
provider-ieso-raises-53m-armed-with-an-unprecedented-dataset/>