Crawford Healthcare: Functional Areas, Leadership, and Globalisation

This report provides an in-depth analysis of Crawford Healthcare Ltd., a medium-sized business specializing in wound care and dermatology products. It explores the company's functional areas, including human resources, production, sales, and marketing, along with the hierarchy of management, detailing the roles of top, middle, and lower-level managers. The report emphasizes the crucial role of effective communication within the organization, particularly in leadership and management roles, and examines its impact on various departments. Furthermore, it discusses current drivers of globalization, such as technological advancements, cost trade barrier reductions, increased consumer demand, and high competition, and assesses their effects on Crawford Healthcare's business operations. Finally, the report compares and contrasts two leadership styles: autocratic and democratic, highlighting the advantages and disadvantages of each and recommending the more suitable democratic approach for Crawford Healthcare to foster innovation and team building.

ASSESSMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1 The functional areas of Crawford healthcare business and their hierarchy of
management.................................................................................................................................1
PART 2 Why is communication is important for leadership and management..........................3
PART 3 Current drivers of globalisation and their impact on business......................................4
PART 4 Compare and contrast two style of leadership style......................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Assessment is process of gathering systematic information as a part of evaluation (Tekin,
and Sındır, 2015). For this assessment Crawford healthcare business is taken for better
understanding of assessment. Crawford Healthcare Ltd is a medium sized business who
employed 130 people in their company. This company supply wound care and dermatology
products for covering different range of skins. This report will lay emphasis on functional areas
along with hierarchy of management of the Crawford Healthcare Ltd. The report will also
discuss importance of effective communication for performing activities leadership and
management in the company like Crawford Healthcare Ltd. Also, drivers for globalisation will
explain in the report along with their impact on business of Crawford Healthcare.
MAIN BODY
PART 1 The functional areas of Crawford healthcare business and their hierarchy of
management
The functional areas of Crawford healthcare are :
 Human resource – The human resource department of Crawford healthcare Ltd is
responsible for hiring right people for right requirement of skill set, experience and
qualification. The HR department is also responsible for determination of wages or salary
to hired employees in Crawford healthcare. Training of employees is also the
responsibility of HR department only.
 Production – The production department of Crawford Healthcare Ltd plays a biggest
role in the organisation. As this department produces products of the company by
maintaining their quality and defect free products (Anggara, 2017). The products this
department is concerned with dermatology and wound care products which is usually for
skin care. Therefore, the products range produce by production department are executed
in efficiently and effective manner and also the quality of products is maintained by
them. The production department produces almost 40 million wound dressing every year.
 Sales – This department of Crawford Healthcare Ltd is concerned with generating
revenue in organisation by conducting more activities of sales. This department
coordinates with marketing department for product launching and brand awareness
among audience. The personnel at this department develop different ways to sell the skin
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care products of Crawford Healthcare. The sales department make sales by launching in
different retail outlets, through online sites, direct selling, etc. Marketing and promotional – The marketing department of Crawford Healthcare Ltd is
concerned for increase in sales of the company. The company promotes their products of
wound care by promotions on TV and newspaper, blogs and social media sites. This
activities of marketing drive the company towards long term success, growth and
profitability. The efforts made by this department helps Crawford Healthcare to become
fastest growing business in UK.
Hierarchy of management
 Top level managers – The top level managers of Crawford healthcare includes position
of Chief executive officer (CEO) and Chief financial officer (CFO), Board of Directors
and Chairman. The CEO in Crawford Healthcare undertakes activities of important
decision making. CEO reports to board of directors (Remeikiene, Startiene, and
Dumciuviene, 2015). CFO of Crawford Healthcare is responsible to undertake all
financial decisions while board of directors in Crawford Healthcare is stakeholders group
who take main decision of organisation. They review activities which are on going in the
company at regular intervals. Chairman of Crawford Healthcare is the highest rank
holder. The chairman act as representative of Crawford to outside world.
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Figure 1 : Hierarchy of management
(Source : Company hierarchy
management, 2018)

 Middle level managers – The middle manager in Crawford Healthcare Ltd are general
managers and Regional managers. General managers in Crawford Healthcare undertakes
functions of job related to different sections like operational management, relationship
with client, marketing, sales and financial management. While regional manager handles
business of particular region in which Crawford healthcare trade that is UK and US.
 Lower level managers – The first line or lower level managers are supervisors, office
managers and team leaders. The supervisors of Crawford healthcare Ltd is communicates
between middle management and employees. The supervisors supervises essential
projects aspects. The office managers in Crawford Healthcare undertakes payroll duties
and coordinate with various operation perform by employees. Also, there is a team leader
in the company Crawford Healthcare which is responsible for making coordination in
between employees of the company and allot them various tasks.
PART 2 Why is communication is important for leadership and management
A communication can be termed as effective when two or more persons properly encode
each others message and interpret the same meaning which matches with speakers meaning then
the communication is an effective communication (Supendi, and Prihatmanto, 2015).
Communication is important for all sizes of the company in order to accomplish task
effectively. Also, communication in external as well as internal manner both is executed in all
types of the company. A company with poor communication lead to the failure because the work
of the management as well as leaders will not able to maintain without proper and effective
communication.
Like in Crawford Healthcare Ltd. Leaders of sales department not properly coordinate
and communicate with department of marketing for which company is not able to analyse
demand of customers in time. Also, the management personnel prepare budget for sales and
production department but not communicate them properly also leads to variance in the
Crawford Healthcare in their department of production and sales.
It is very essential for the companies of all sizes that is small, micro, medium and large to
make a proper communication in their department. The company Crawford Healthcare Ltd. Must
improve their communication for attaining success, growth and sales target. The company also
need to follow effective communication for proper development of product and achievement of
sales target. For task delegation it is important for management to execute proper communication
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in their organisation. On the other hand, leaders must also execute effective communication in
their teams so that the grievances of team members effectively redressed (Young, and Christiano,
2017). Also, the proper management of work without any disruption is only executed by
effective communication in work place.
Interdepartmental communication is process by which different department receive and
send messages between themselves. For effective interdepartmental communication, department
of sales must proper and clear conversation with production department and marketing
department of Crawford Healthcare Ltd. The finance department of Crawford Healthcare must
contact with production department and sales department for smooth functioning of departmental
activities. Company is facing lack of concentration, frustration among different departments as
well as employees. To resolve this the company must execute effective interdepartmental
communication.
PART 3 Current drivers of globalisation and their impact on business
Globalisation refers to expansion of an organisation to grow in different market of
various countries in order to increase their profit and sales (Arai, 2017).
Current drivers of globalisation Technological advancement – The technological advancement plays a crucial role in
development of many business in global market for the growth of different sectors of
world economy. By advanced technologies companies like Crawford Healthcare able to
communicate well. This facilitate the company to exchange their goods in different
geographical areas. The economic globalisation raises by advance technology. The
company also affected by online presence, the Crawford avail their services and supply
their products of wound and skin care to all over by their online official sites. This impact
growth in shares of Crawford Healthcare along with increase in profitability. The
company also able to make new set of customers from different geographical areas of the
world. Cost trade barrier reduction – The trade barriers is one of the most effective driver for
the companies to operate globally. Different countries imposes different set of tariffs and
quotas on products and services for import and export. Also, the changes occur in
regulations of countries create chaos in global environment of businesses. Countries have
been imposed limits on international activities of businesses. The gradual relief allows
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companies such as Crawford Healthcare Ltd towards globalisation. The company
contributes to the growth rate of economy and thus from the effort of the Crawford
Healthcare, government may attain profit (Johansson, 2015). Also, in exchange they
offer free trade to companies who trade globally. One of the businesses who execute
globalisation is Crawford Healthcare which also contributes to economy growth rate. Increase in demand of consumers – As the company Crawford Healthcare deals in Skin
care products. Therefore, the consumers attracts with their range of skin care products by
the awareness of healthy skin has been created in them. Consumers are aware about all
the prevailing products in other country and they demand products from different
countries. The increase in consumer demand directly impacts on profitability of the
company Crawford Healthcare Ltd. The company produces more in order to mitigate
demand of consumer needs and supply them in global market.
 High competition – The companies are facing high competition in local market drive
forward towards globalisation to safeguard from competitors rivalry. The company like
Crawford Healthcare Ltd faces lot of competition from local health care companies in
UK. For achieving competitive advantage the company Crawford Healthcare is
approaching for global market. Therefore, the high competition drives the Crawford
Health care Ltd towards globalisation. Also, the company plan to begin export their
products in UAE and that is why the company will able to attain higher consumer base
along with increase in profitability. The company is able to achieve sales target by
trading in other countries.
PART 4 Compare and contrast two style of leadership style Autocratic leadership style – This style of leadership is adopted by management which
involves control of highest authority and managerial decision making is in hand of that
authority only (Tüm, and Emre-Parmaksız, 2017). This authority does not consult with
any subordinate working in the company. The leader dominates whole group by their
power of decision making and command. Democratic leadership style – This style of leadership involves participation of
employees in process of decision making. The employees suggestion are taken into
consideration while adopting to democratic style of leadership in an organisation. Also,
the leaders are concern with the strong relationship of employees with superiors. This
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style encourages freedom of expression, participation in decision making and
independent thinking.
Difference between autocratic and democratic leadership style
BASIS AUTOCRATIC LEADERSHIP
STYLE
DEMOCRATIC
LEADERSHIP STYLE
Authority The autocratic leadership style
has a centralization power.
Whereas democratic style of
leadership is delegate to members
of group (Larraguibel, Remesal,
and Jose Rochera, 2018).
Task
orientation
The autocratic leadership style
emphasizes on completion of task
(Menemencioğlu, and Orak,
2017).
But democratic leadership style
aims to improve relationship of
superior and sub ordinate. Also,
they share power with group
members in order to improve
relationship.
Level of control There is high level of control in
autocratic style of leadership.
On the other hand there is low
level control in democratic style.
Suitable for The autocratic leadership style is
suitable for members of group
who are not skilled and educated.
Where democratic leadership
style is most suited for group
members who are qualified,
professional and experienced.
The company like Crawford Healthcare Ltd need to follow democratic leadership style
for effective and efficient functioning of the company. By following democratic style of
leadership in company, Crawford Healthcare Ltd is able to solve complex problem with an ease.
The democratic leaders are more innovative and also encourage other to contribute their ideas
(Ezeugbor, 2015). This style also enhance team building with an attribute of strong and
supportive nature. The leaders are liked by all in the company such Crawford Healthcare Ltd.
On comparing these two style of leadership, democratic fosters creative environment in
the organisation whereas this is not same in case of organisation who follow autocratic
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leadership style. Therefore, the Crawford Healthcare Ltd should opt for democratic leadership
style.
CONCLUSION
This was an assessment for a middle sized company Crawford Healthcare Ltd in UK. The
report was begun with describing functional areas of the company along with hierarchy of
management. After this importance of effective communication for performing leadership and
management activities in company Crawford Healthcare Ltd. Then comes current drivers which
drive businesses towards globalisation and their impact on Crawford Healthcare Ltd was also
explained in this assessment. At last comparison as well as contrast of two different leadership
style was done.
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REFERENCES
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continuousjudgment by category-ratio scaling.
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TEACHERS'ASSESMENT OF VIRTUAL AND FACE-TO-FACE
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APPLICATION. International Archives of the Photogrammetry, Remote Sensing and
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Online
Company hierarchy management. 2018. [Online]. Available through :
<https://www.hierarchystructure.com/company-management-hierarchy/>.
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