Corporate Strategy and Leadership Analysis Report for MyCo Pty Ltd

This report provides a strategic analysis of MyCo Pty Ltd, focusing on key areas such as customer retention, effective brand management, and proper employee training, considering the challenges and opportunities arising from a merger. The report delves into the importance of customer relationship management, including relationship marketing, service failure management, and defection management. It also outlines a four-step approach to brand management: brand positioning, brand marketing, brand performance analysis, and building brand value. Furthermore, the report addresses the critical role of employee training during mergers, highlighting the need for effective communication, organizational structure adjustments, and strategies to mitigate employee disruption. The analysis includes tables and figures to illustrate key concepts and strategies for success.

0Running head: CORPORATE STRATEGY AND LEADERSHIP
Corporate Strategy and Leadership
Name of the Student
Name of the University
Author’s note

1CORPORATE STRATEGY AND LEADERSHIP
Table of Contents
Part 1: Strategic Analysis.................................................................................................................3
Customer Retention.....................................................................................................................4
Effective Brand Management......................................................................................................7
Proper Employee Training.........................................................................................................10
Part 2: CEO leadership..................................................................................................................17
Part 2(b) Reflections on why I should be appointed as the CEO of MyCo Pty Ltd......................21
References......................................................................................................................................25

2CORPORATE STRATEGY AND LEADERSHIP
Executive Summary
The strategic analysis is one of the basic tools that are used by all business organizations in the
process of implementing the business plan. In case of MyCoPvt. Ltd the principal strategic issues
that must be taken into consideration are customer retention, proper brand management and
effective employee training. However, all these three strategic issues are associated with certain
risk and potential threats. However, effective promotion of the opportunities of all the three
strategic issues will help in flourishing of the merger company.

3CORPORATE STRATEGY AND LEADERSHIP
Part 1: Strategic Analysis
The strategic analysis is one of the basic tools that are used by all business organizations
in the process of implementing the business plan(Zott and Amit2013). The process of strategic
analysis is often associated with that of identifying the internal strengths and weaknesses of an
organization that can be used in the process of making marketing plan(Langley et al. 2013). For
MyCoPvt. Ltd, it is essential to make use of effective strategy, which is needed in the process of
dealing with the tough level of competition in the market of management consultancy firms. The
major challenges that are faced by Management Consultancy firms are mainly due to the
structure of the business (Langley et al. 2013). There are several forces of change that are faced
by the Management Consultancy firms, which are the cause of major strategic challenges.
Table: Effective Strategic Plan in a tabular representation
Things to be avoided Things that should be practised
Ambiguity Flexible, transparent and open minded approach
Selfishness Solidarity and greater unity
Philosophy undertaken during merger Shared ideology
Any kind of business practise before merger Unified and strategic business plans
Dominant behaviour and dictatorship Shared and New corporate culture
Internal politics and Self-preservation Equitable and shared decisions
Segmentation of human capabilities Enhanced level of capability
A strict domain of superiority and inferiority Proper motivation and Enthusiasm
Debt differentials and retaining of resources Debt preservation and Unique resources

4CORPORATE STRATEGY AND LEADERSHIP
(Source: Galliers and Leidner2014)
Customer Retention
Organisations make several efforts in order to retain their customers and to attract a fresh
group of customers for escalating their profit margin(Boulding et al., 2013). They implement
competitive strategies; propose implementation of the flexible supply and demand
managementwith a goal of delivering their valuable customers consistent and high level of
supply(Mithas, Krishnan and Fornell, C., 2013). However, despite their constant effort,
customers do not stay loyal to one particular organisation for time immoral. The same thing has
happened in case of MyCo Pty Ltd. Their group of trusted customers have been undertaken by
the ‘The Hackett Group’ this may be due to competitive price and better offering of services. In
order to outnumber ‘The Hackett Group’ in profit margin, MyCo Pty Ltd must move beyond the
common thought of customer satisfaction and think something new in the grounds of customer
retention via customer relationship management. The important areas of customer retention
management are relationship marketing efforts, service failure management and service recovery
efforts, compatibility management and defection management(Khan 2012).
In order to build stronger relationship with the customer, MyCo Pty Ltd must employ
strong relationship marketing(Nguyen and Mutum2012). Customer relationship marketing
promotes long standing business success. Compatibility management promotes the concept of
customer to customer interaction. In customer to customer interaction, the company must
establish the concept of upbeat encounters while avoiding other unnecessary encounters that
deals with dissatisfaction among the customers(Martin and Martin 2016). In the ground of
defection management, the company must look into innovative in approach to minimise the
chances of customer defections(Riebe et al 2014).

5CORPORATE STRATEGY AND LEADERSHIP
Service Failure Management is one of the important aspect lying behind customer
retention. Service failure in case of management consultancy can be defined certain inability to
meet the expectation of the customers in term of the propose service. This intangibility in the
service gives rise to service failure. The nature of business in the management consultancy firms
demands rigorous interactions with the clients. Such interactions offer the chances of service
failure. One of the best possible ways which MyCo Pty Ltd. Must undertaken in order to prevent
service failure is plan things properly from the beginning and avoid relying on the service
recovery management to keep the customers loyalty. Doing things right and managing the action
plan properly from the beginning of the service can only be achieved via identifying the possible
pitfalls of the delivery process. Other way of identifying the pitfalls of the service delivery plan
is to vouch for customer’s suggestion and to learn from the previous faults. MyCo Pty Ltd. Must
also reduces complexity of the service procurement, promote positive word-of-mouth
communication and concentrate on supplying high quality service. In the domain of dealing with
the quality services, their inseparability and perception must be taken into consideration. Here
the management consultancy must try to split their nature of service and manage the dealing
between the service providers and the customers and thereby improving the delivery system.
Another chord behind the service failure is lack of proper communication between the
employees and the customers. Here the employees must be trained in their communication skills.
Since MyCo Pty Ltd. is merging with Canberra Pty Ltd, lobbying firm, it must take the
communication skills of the Canberra Pty Ltd employees into consideration too. If they are
efficient in communication skills then building a team with permutation and combination with
Canberra Pty Ltd employees and old MyCo Pty Ltd. will lead to the development of effective
communication skills(La and Choi 2012).

6CORPORATE STRATEGY AND LEADERSHIP
Table: Other strategies that must be undertaken under the banner of customer
retention
Strategies
Designing of interviewing method in order to identify employees with potentially efficient skills in
communication. Such employees must be assigned to serve the important yet trusted customers in a
proactive approach
Organising training programs in order to sensitised existing and newly merged employees to
communication issues
Proper training of the employees in the front line. They must be trained in such a way that they listen to
each and every customer needs and act accordingly. The employees of Canberra Pty Ltd who are
excellent in communication must be hired for this process
Total revamp of the organisation structure allowing the employees to be more responsive
Allowing the customers to log complain in case of dissatisfaction and then methodically monitor those
complain cards and design the best possible plan to fix the same
There must remain specific exist interviews or exist forms in which the customers after receiving the
service will be requested to highlight pitfalls of the service if any
(Source: Casadesus‐Masanell and Zhu 2013)

7CORPORATE STRATEGY AND LEADERSHIP
Figure: Customer relation and Customer Retention
Source: Tamuliene and Gabryte2014
Effective Brand Management
MyCo Pty Ltd has faced a huge loss in front of their competitors and the main reason
behind this is lack of proper brand awareness and negligence in brand management. The in order
to thrive in the competitive market, the principal target for this firm willbe proper brand
management. Brand building is no doubt a difficult job and hence demands a prior solid
planning. These advance brand building planning falls under the strategic brand management.
The principal role of the strategic brand management is to escalate the brand equity of the
company is a completely new level which is definitely better than before. MyCo Pty Ltd needs to
follow four basic steps for brand building(Santos-Vijande et al. 2013).

8CORPORATE STRATEGY AND LEADERSHIP
Figure: Steps of Brand Management
(Source: Created by author)
Brand positioning: Brand positioning is the first and the foremost step in brand
management. It determines the exact brand positioning in a way in which the firm wants. The
managing authority here needs to find and differentiate crucial factors in their brand, something
which projects their consultancy service unique among the other market contemporaries. Via
indentifyingtheir unique trait, they need to position their brand, or in this case their service
accordingly. This unique positioning will provide the brand of the company a much needed boost
and this will in turn affect the overall performance. Thus the first step towards strategic branding
is defining the position which the brand wants to project in the market(Hassan and Craft 2012).
Brand Marketing: Once the brand positioning has been framed then they need to
implement this brand positions and this will be done via brand management. Brand marketing
can be done via several media like social media marketing, print media marketing, erecting

9CORPORATE STRATEGY AND LEADERSHIP
banners on road side etc. Via brand marketing, MyCo Pty Ltd will actually make their presence
felt in the market. Productive brand marketing will also project MyCo Pty Ltd and Canberra Pty
Ltd as a merger brand. A merger brand and its promotion have positive impact on the customers.
The value of the brand marketing must be built with proper research. MyCo Pty Ltd is now no
longer a management consultancy. It is now an amalgamation of a management consultancy and
a lobbying firm. So the brand marketing must project the thoughts and value of business of both
the firm. In this way, the prospective customer will gain a new and innovative message regarding
the newly created brand, helping the company to gain brand awareness(Wirtz et al., 2013).
Brand Performance and Analysis: Once the brand has been marketed properly, then
comes the task of analysing the brand performance in the market. In order to analyse the brand
performance in the market, through brand audit needs to be conducted and that too on a periodic
basis. This will help in the elucidation of the real performance of the brand. Thus brand audit
will also try and analysing how the brand has performed with respect to their competitive brand
“The Hackett Group”. The performance of brand with respect to their competitors with help the
company to evaluate their current stand in the market and how they can improvise their plan in
the future(Freling and Forbes 2013).
Building Brand Value: This is the last step of strategic brand management. In this step,
the value of the brand is being created via undertaking several measures. Since after merging,
this company is heading for a new start, company may not be able to offer too much value to
their customer. MyCo Pty Ltd and Canberra Pty Ltd have their own brand values previously.
However, MyCo Pty Ltd brand value was previously decreased leading to merger acquisition.
MyCo Pty Ltd needs to on work on their brand value from sketch while taking inputs and
strength from the brand value of Canberra Pty Ltd to project their new brand in all new way.

10CORPORATE STRATEGY AND LEADERSHIP
Moreover in order to increase their brand value, the company needs to into new markets. A brand
manager is the one who will help the company in spotting and market and possible strategy of
entering that market. The brand manager needs to keep adding value to the brand while repeating
the previous steps in order to maintain a constant change brand position as per the changing
market demand or the demand of the prospective customers(Tuškej, Golob and Podnar2013).
Table: Other Brand Management Strategies
Individual Branding
Multi Product Branding
Sub-branding
Co-branding
Iconic Branding
Inviting a new yet creative logo where name or the signature of both the organisation is being reflected
(Source: Rosenbaum-Elliott, Percy and Pervan2015)
Proper Employee Training
No matter what the sign of the company is, deals like merging between two big
companies affect every employee as they come across innumerable questions. Mergers or
acquisitions are not as simple as penning a contract and then turning around the table. Employees
are the asset of the company. In the transition phase of merger, the employees can get a bit lost
or may become frustrated leading to significant disruption and downtime. Downtime means loss
in sales percentage. On the other hand, the existing customers’ demands prompt and quick

11CORPORATE STRATEGY AND LEADERSHIP
service despite major company changes occurring in the back ground. Inorder to meet the
expectations of the customers as well as sales, employees must be thoroughly trained and the
training process must be quick and efficient(Shiryan, Sheeand Stewart 2012).
Each and every department of the company requires some degree of training in order to
ensure that the transition of organisation is smooth and hassle free. MyCo Pty Ltd is a
management consultancy and on the other hand, Canberra Pty Ltd. is a lobbying firm so
expertise and the job role of the employees differ and hence proper training is mandatory in order
to make the merging deal a successful and economical(Elnaga and Imran 2013). Myco Pty Ltd
employees needs training as it is under their regime that Myco Pty Ltd has experience a loss.
This training program must be directed towards communication skills, maintaining business
contact, prompt and efficient service or working under stress(Mishra, Boynton and Mishra
2014). Such training can be provided by the employees of the merging organisation and in this
case it is Canberra Pty Ltd. This process of employee training via the new employee of the
merging organisation will not only help in the flow of the skills but will also generate contacts
among the in-house people. Such contact among the employees will help them to work in unison,
and deliver their best even during adverse condition. The principal key towards successful
training program is to avoid treating the program like an afterthought. Training program must be
treated like it is the ideal time to integrate the workplace culture and to curve out latest initiative
that will help to retain and refine the star performer(Wang, Waldman and Zhang 2014).
Table: Other promising training programs
Online training Program: Online training program where videos or online interactive presentations
will be distributed among the employees via sending them an official mail