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.

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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

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(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).

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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).

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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)

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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).

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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

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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.

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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

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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

12CORPORATE STRATEGY AND LEADERSHIP
Onsite training Program: this will provide the employees a first-hand experience regarding how to
deal with the situation and complex condition
(Source: Ji et al., 2012)

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Part 1 (a) Board Paper
As a CEO of the company, I think that the policy of customer retention is valuable in
terms of profit. Loyal customers are profitable. Moreover, acquiring new customers is costly.
Discounted items are the first step towards attracting new customers. At this point of MyCo Pty
Ltd may not afford discounted service (Sarwar, Abbasi and Pervaiz 2012). Moreover, Customer
retention will indirectly promote branding as the loyal and old customers with attract fresh new
customers via mouth referrals. Such publicity happens free of cost and is beneficial for the
company (Sarwar, Abbasi and Pervaiz 2012). However, there are certain risks associated with
the implementation of the concept of customer retention. In order to retain the old customers,
competitive prices are must so that they may not get drifted towards competitors. However,
offering discount will be a loss for MyCo Pty Ltd (Boulding et al. 2013). In the aim of customer
retention, the new customers will remain neglected and will get more inclined towards the
competitor company (The Hackett Group’s) leading to loss in the overall customer base
(Boulding et al. 2013). Not only this, in the near future it can impose few threats. At this point
MyCo Pty Ltd has extremely smaller customer base. If Canberra Pty Ltd fails to successfully
adhere to customer retention, it will amount to huge loss.
As a CEO I cannot ignore the importance of brand management and brand promotion.
Both of these help in brand recognition. Proper brand management will promote proper brand
recognition in the market. It will make the customers aware of the brand and the nature of the
service. Moreover, branding via promoting both the management consultancy service and
lobbying in amalgamation will act as a unique tool to attract new customers (Huang and
Sarigöllü 2014). In spite of its huge positive opportunity, it has certain pith falls. Brand
management after merger can generate conflict between regarding marketing efforts. Since both

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are company has different job profile there may occur certain serious conflict out of different
marketing strategy and efforts. While Canberra Pty Ltd marketing strategy will facilitate
lobbying as principal, branding theme and MyCo Pty Ltd will promote consultany (César
Machado et al. 2012). Another drawback of brand management is cost issue to finance the
marketing projects. MyCo Pty Ltd has newly merged with Canberra Pty Ltd and hence ta this
point spending a huge sum of money for marketing and promotion can cost negatively to the
overall sales number the company (César Machado et al. 2012). Moreover, customer at times
may become confused about the brand new presence of a new brand altogether, leading to
customer confusion and loss of customers (César Machado et al. 2012).
The effectiveness of employee training is skill exchange. Training program organised
between the employees of MyCo Pty Ltd and Canberra Pty will promote exchange of skills,
ideas and thoughts. Such productive exchange of expertise will aid in better performance of the
employees (Parsons, Rollyson and Reid, 2012). However, it may lead to loss of time and
resource. training of employee during the office hours will lead to los of man power. Moreover
training of the employee beyond office hours will lead a huge loss in resource (Parsons, Rollyson
and Reid, 2012). It can also account for low Employee retention due to low employee
engagement. The majority of the senior employee at times may take this training program
procured by the juniors in a negative way leading to generation of unrest. Moreover some
employee may not welcome the concept of training beyond the office hours (Parsons, Rollyson
and Reid, 2012). Moreover, the concept of employee training via the employee might not be
welcomed by the higher authority of the Canberra Ptv and the senior employees providing
training may demand certain financial privilege leading to further financial loss (Parsons,
Rollyson and Reid, 2012).

15CORPORATE STRATEGY AND LEADERSHIP
So as a CEO I suggest the board of company to review each and every strategic planning
thoroughly in order to side pass the associated risk and financial loss.

16CORPORATE STRATEGY AND LEADERSHIP
Executive Summary
Proper leadership quality is one of the determining features behind the success of every
company. When the company is entering into a new venture like merger or acquisition then
leadership qualities play an important role. As per the MyCoPvt.Ltd company, the principal
leadership qualities are unique style, goal oriented approach, building trust and intellect among
the employees

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Part 2: CEO leadership
The CEO is an acronym for the chief executive officer of a company. It is the position
designated to the senior-most officer or leader of a company. The CEO position requires a lot of
qualities and is not easy to achieve. Quick decision making, resilient, relentless, curious, risk
taking, communication skill, optimistic, realistic, visionary, courage, honest are some of the
qualities of a CEO (Menz 2012). However, one of the finest qualities of a CEO is leadership
quality (Dinh et al. 2014). The ability to manage the people and take decisions diligently for the
welfare and growth of the company is one of the critical roles of a CEO (Menz 2012). The
company stands on the shoulder of a CEO. Other staffs and individuals are equally important for
the growth of the company; ultimately, the final decision is undertaken by the CEO. With proper
leadership qualities, a proper solution for the problem can be achieved in a company.
As stated in the Contingency Leadership Theory, there is no single quality that defines a
leader and depending on the situation, every leader has its own unique style of dealing with a
situation (Battilana and Casciaro 2012). Hence, with every problem is an opportunity for the
leader to grow and learn and improve. As seen in the present case, the CEO has to critically
analyse the competitor company The Hackett Group. It is the role of the CEO to estimate the
strength and weakness of the competitor company and then analyse the opportunities and threats
posed by the company. By proper SWOT analysis, a meaningful approach can be taken to deal
with the situation. As the Hackett Group is a renowned company and is well recognized by the
people, it is important for the CEO to discuss and engage with other people of the company to
provide services that are at par or better than the rival company.

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Leadership is a form of art where the leader should be able to motivate and influence
others in order to achieve the goal. Interpersonal influences have a great impact on the leadership
role of a CEO. In order to persuade the Canberra Pty Ltd to work together, it depends on the
leadership quality of the CEO. In one of the famous theories such as Transformational
Leadership Theory, it states that a leader is recognized by its ability of interaction and
communication. It is necessary for the leader to build trust and maintain a good and healthy
relationship with other people to inspire people to work with the company (García-Morales,
Jiménez-Barrionuevo and Gutiérrez-Gutiérrez 2012). In the present scenario, it is the duty of the
CEO to follow and imply this theory in order to influence and persuade Canberra Pty Ltd to
work in collaboration. In order to persuade to work in collaboration, the CEO must be able to
exhibit the benefits and opportunities obtained for both the company by working together. It is
also necessary for the CEO to analyze the impact of merging on its own company. In order to
provide new and better services to the client and compete with the competitor firm, it is
important for both the firms (MyCo Pty Ltd and Canberra Pty Ltd) to have common goals and
objectives so then it will be able to devise a common plan and strategy to overcome the situation.
Curiosity and intellectual is other traits observed in the leader (Dinh et al. 2014). The
CEO should be able to apply logical and scientific and open mind approach to the problem. As
required in the present scenario, the CEO should be able to make sound judgment of what is
good for the growth of the company. This is achieved through proper knowledge and high
intellectual (Vaccaro et al. 2012). The decision to merge with Canberra Pty Ltd exhibits high
intellectual capacity of the CEO. Intellectual curiosity is an important requirement of a leader. As
the CEO is responsible for all the decisions taken in the company, it is the duty of the CEO to
convey the message to the followers and those affected by the decision. Merging two companies

19CORPORATE STRATEGY AND LEADERSHIP
is a very big step and consent from all the individuals is necessary to make the decision into
effects. However, accepting change is a difficult task. It is the CEO role to communicate and
explain to followers the reason behind the change and the benefits associated with it.
Communication helps in the development of interpersonal skill of the person, which is required
for the leadership role (Schoemaker, Krupp and Howland 2013).
In this case, visionary trait is exhibited by the CEO. To be able to foresee the dangers
posed by the competitor company and develop strategic planning to combat the problem is
another quality of the leader (Lukac and Frazier 2012). The CEO was able to anticipate the
problems and decided to build strong bonds with Canberra Pty Ltd so as to better face the
problems. Accepting flaws and negative feedback is also important for a leader (Yukl 2012). The
CEO analyzed the incapacity of the company to compete the competitor company alone. After
carefully studying the potential of Canberra Pty Ltd and evaluating the prospect of the company,
the decision to merge the companies was taken. This shows the visionary and resilient attitude of
the CEO.
The leader should also be aware of the rules and regulations presiding in the company
and should keep a check of any update in the laws or rules followed by the company (Yukl
2012). The CEO in the case was aware of the recent legislation changes in the lobbying firms in
the UK. Same changes were also expected to occur in the lobbying firms of Australia. The CEO
was prepared for such changes to occur and developed appropriate plan and strategy to deal with
such changes. As stated in the Behavioural Theory, there are certain behaviours specific to the
leaders that exhibit leadership quality in the person. These behaviours are core inherited among
the leaders, which is seen in the CEO of the company (Gavetti et al. 2012).

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The CEO is recognized as a skilful person and performs a number of roles in a company
such as informational role in which the CEO keeps everyone in the company informed about the
whereabouts of the company and is himself aware of all the internal and external happenings of
the company. Apart from this there are decisional and interpersonal roles performed by the CEO.
The CEO exhibit a number of skills such as technical skill, conceptual skill, and even human
skill (Peni 2014). The CEO should be able to easily socialize with others so as to influence
people to work for the growth of the company(Galpin and Lee Whittington 2012).
The CEO is the role model of the company. In order to make any changes or
transformation in the company meaningful, a leader should be able to work diligently and
passionately (Schoemaker, Krupp and Howland 2013). The decision taken by the CEO will have
a direct impact on the company and the people related to the company. Hence, it is important for
the CEO to critically analyse the situation and perform its role with utmost care and dedication.
The effort applied by the CEO directly impact the growth and welfare of the company.

21CORPORATE STRATEGY AND LEADERSHIP
Part 2(b) Reflections on why I should be appointed as the CEO of MyCo Pty Ltd
Innovativeness and sociability are important characteristics of the CEO (Peni 2014). As
seen in My MMAP Profile and Feedback, I have 95% of innovation skill. This indicates that I
can provide creative ideas and innovative services to the company. Innovation leadership is
important for the growth of the company. In order for professional development of the individual
and company, achievement drive is a necessity. The commitment and desire to achieve and meet
the goals of the company is required in the CEO as this will drive will motivate the leader to
work diligently and relentlessly. As shown, I have 99% of achievement drive. The combination
of innovation and achievement drive helps me to work relentlessly in developing new and better
innovative ideas for the better growth of the company. These are important traits required in the
CEO in order to achieve desired goals of the company.
Apart from this, I have 99% of sociability as shown in my MMAP profile. This is a very
important quality of the CEO. The CEO is responsible to motivate and persuade the person to
work for the company. The CEO should be able to communicate freely and independently about
the ideas and objectives of the company. If implementing any changes in the company, it is the
duty of the CEO to convey the message to other individuals related to the company and
explained the reason behind the changes and the benefits obtained by such changes. I have
excellent communication and sociability skills that will help me to better socialize with
professionals and officials of other company and also represent my company effectively.
Humility is another trait important in the CEO. The CEO should be able to accept
feedback and take it as a positive point. Working upon the feedback helps in improvement and
growth of the leader. I have 84% openness to feedback, which represent my readiness to work

22CORPORATE STRATEGY AND LEADERSHIP
towards my flaws and take it as an effective tool for my personal growth and development. The
CEO should be approachable to the individuals so that he is able to connect with the people and
understand the problems and work towards it. This is achieved through communicating with a
humble attitude. One can only provide solution to the problems, if he knows how to listen. With
a humble approach, the CEO understands the value of others people in the company and get
maximum cooperation from others. With my humble behaviour, I will be able to connect with
the other people and thus will be able to understand and provide better solutions to the problems.
Anxiety and stress has negative effects on the quality of the work. As the CEO is
ultimately responsible to take all the decisions in the company, it is necessary for him to stay
calm and control. The ability to manage and cope up with stress is much required in the CEO ad
the work of the CEO is not an easy task and is full of stress and tension. It is shown that I have
only 3% of tension, which shows that I have increased ability to cope up with stress and
pressure. This is very effective for the company. It will not only help the CEO to perform better
but also support other staffs that are under pressure and face anxiety issues.
Apart for these positive points, my MMAP also shows negative characteristics such as
only 17% competitiveness and 65% dependence. This can cause hindrance in my leadership role
in the company. However, as I am open to feedback, I take it as a positive point so that I can
work on my flaws and improve myself in the future. This will be helpful for me and the company
both.

23CORPORATE STRATEGY AND LEADERSHIP

24CORPORATE STRATEGY AND LEADERSHIP
My MAP
Source: Created by author

25CORPORATE STRATEGY AND LEADERSHIP
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