Analysis of Home England's Strategic Management: A Case Study Report

This case study analyzes the strategic management planning of Home England, a non-departmental public body focused on providing affordable housing in England. The report provides a detailed summary of the case study, highlighting Home England's mission, objectives, and competitive advantag...Read More

Case Study- Strategic
Management

Table of Contents
INTRODUCTION ..........................................................................................................................1
Constructive and detailed summary of case study .....................................................................1
Provide a logical assessment of Homes England long term planning decisions in relation to its
competitive advantage ................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Strategic management is defined as the planning, analysis, monitoring and assessment of
resources and planning which helps in attaining organisational objectives and goals. Different
changes in business environment needs organisations to assess different strategies for success.
The strategic management process is helpful for companies to take stock of present situation,
develop strategies, deploy these and analyse the effectiveness of implemented strategies. The
present report includes information about strategic management planning of Home England.
This is non departmental public body which provides funds to new affordable housing in
England. This was founded in the year 2018 and headquarters of this company are situated in
London.
Constructive and detailed summary of case study
Home England are housing accelerators of government. The main objective of them is to
ensure that more people of England have access to better homes at right place. For achieving this
goal, this organisation intervene in market for getting more homes built at places where required.
This organisation works with it's partners with which it shares ambition (Ansoff, and Et. Al,
2018). These partners include private developers, local authorities, lenders, infrastructure
providers, housing associations, etc.
This organisation has an ambitious vision for making working of housing market. By sharing
expertise and professional skills, the infrastructure of this company unlocks new sites. Home
England is trying to boost productivity, supply, innovation, skills, quality and use of MMC in the
housing market.
Housing associations, lenders and institutional investors
This will introduce more flexibility how investments are done in affordable housing
which consists of ambitious providers and strategic partnerships. Home England asks housing
associations to use resources effectively and increase housing delivery. The investment team is
offering access to projects that increase supply and regenerates priority places. This provides
long term and low risk investment opportunities to people. Their main aim is that work is done
properly and housing associations are more active in addressing housing crisis.
Infrastructure providers, Buyers and renters
This organisation will collaborate with other housing associations and ensures alignment
of social and digital infrastructure, delivery of transport and utilities. New and latest
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technologies like autonomous vehicles and smart cities are goals of this group. Home England
ensures that delivering of housing is done while creating plans and collaborations. This can be
done when there is coordination among housing associations and organisation. Home England
will provide funds and investment to housing associations so that people can have better access
to affordable and decent housing ( Generalova, Generalov, and Kuznetsova, 2016). This is
working with Ministry of Housing, communities and local government for handling rough
sleeping problem.
Mission and objectives
Mission of this organisation is to intervene in market for ensuring building of more
homes where there is high need for improving affordability. This company has creates diverse
housing market for increasing it's sustainability. It has to unlock private and public land where
homes can be build for people. Their aim is to increase construction productivity. They are
involved in delivering home ownership products and give industry standard service to
consumers.
Competitive advantage
England is not having enough homes and people are facing problem of rough sleeping.
Houses are not affordable and some of these are unsuitable. There are various reasons for these
like unavailability of land, lack of finance for major infrastructure, insufficient market diversity
and low productivity growth in construction sector. By the help of six strategic objectives of the
company, Home England is tackling problem of housing crisis. They want to help people by
offering them affordable homes. Land is a barrier in development of home building. This is the
reason why Home England has reached private and public land.
Need of investment in increasing infrastructure
It is not easy for construction sector companies to get funds and investments. When there
was financial crisis, different partners faced problem in assessing capital. Small house builders
get little commercial lending (Lasserre, 2017). Housing development is affected by lack of
coordination for investments of strategic infrastructure. Housing associations require funds for
continuing to leverage private finance for delivering affordable homes. These investment
products are things on which Home England is working.
Productivity growth in construction industry
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Construction industry has followed business as usual model. There is low growth rate in
innovation and productivity. There is huge decline in the construction sector of UK. This is not
good for economy of this country. There is increase in modern methods of construction as this
will improve production and skill capacity. That is why there is need for improvement of
construction productivity.
Increase in housebuilding market
There are some SME's which have increased construction of new homes. England needs
more house builders who plays an important role and support innovation in industry with
resources and influence (Mackova, and Et. Al, 2017). Smaller builders face many problems
while delivering homes like lack of finance, lack of land or a complex planning system. Home
England creates more resilient and competitive market by helping smaller builders and new
entrants. This organisation works with house builders to promote high quality homes and better
home designs.
Longer term priorities and main objectives of company and Sustainability of the Homes
England long term planning between 2018 and 2023
Objective 1 Unlocking land
Homes England has an objective to unlock public and private land where homes can be
build. England is facing problem of undersupply of housing because of lack of land available for
housing. Several measures are started by government for stipulating greater private sector land
supply by planning system. It is essential for housing companies to deliver 300,000 homes in a
year for sustaining in market. This is reason for which this organisation is more active in
enabling land to be present for housing. The long term planning to achieve this in 2018 – 2020
requires competitive advantage of organisation in market. This organisation has created major
developments at Burgess Hill and Northstowe for enabling infrastructure work (Mesároš, and
Mandičák, 2015). Land will be acquired and investing will be done for developable sites. The
long term goal of this organisation is to deliver approximately two thousand starts on site by the
year 2023.
Objective 2 Unlocking investment
Another objective of this organisation is to ensure availability of investment products for
supporting housebuilding and infrastructure. This includes home for rent and affordable housing.
The main problem with small investors is that they do not have ability to access private finance.
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Thus, Home England has decided to provide funds and investments to such investors. The long
term plans of this company is to deliver around 130,000 affordable houses to people by the year
2022. There is goal of exploring different investment options like debt, grant, grantees and
equity.
Objective 3 Increasing productivity
As this organisation is facing challenges in several categories like workforce,
productivity, materials and skills, it is essential for this to deliver home & infrastructure that is
needed by people of England. The main challenge is to improve productivity and minimise
impact of declining employees and workers (Morschett, Schramm-Klein, and Zentes, 2015).
This organisation has long term goal for capturing and disseminating best knowledge and
practise of MMC across the industry and encouraging uptake by house builders.
Objective 4 Dividing market resilience
This organisation has create resilient and competitive market by supporting new entrants
and smaller builders. This will provide better designs and high quality homes. As there is no
competition in home market, there is low innovation and homes are homogeneous. The priority
of this organisation is to provide billions of development to smaller builders who cannot access
funding from banks. This has adopted building for life 12 as a tool for improving design of new
communities by activities within land programmes.
Objective 5 Supporting local areas
This organisation offers support for priority locations that helps in creating and delivering
ambitious plans to increase building of more homes. Help is required to local areas for future and
new technologies are embraced for meeting changing needs of society. This organisation has
proved it's efficiency by delivering of major projects like Allerton Bywater in Leeds and
Cranbrook near Exeter. Home England has to support delivery of new settlements, urban
extensions for achieving their desired goal.
Objective 6 Delivering home ownership products
This organisation will deliver home ownership products in an effective manner. This
provides quality and standard services to customers. Home ownership has become unaffordable
for many families of England. There is good progress in working of Home England as it has
supported 169,102 property purchases to “Help to Buy”. This organisation is thinking of
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strengthening “Help to Buy” by enhancing loan book administration and focusing on value for
money.
Provide a logical assessment of Homes England long term planning decisions in relation to its
competitive advantage
Homes England long term planning is to provide home for people in England and
enhance modern methods of construction. There are not enough place for people to live in
England. The main problem is lack of land (Moutinho, and Vargas-Sanchez, eds., 2018.). Home
England has developed strategic management plan for meeting organisational goal. Th long term
plans of this organisation are listed below -
Land assembly fund must be self funded by the year 2023. this organisation is able to
achieve this goal as several government companies are helping them by providing funds. Other
aim of surplus local authority land is reached by investment in infrastructure and enabling work
by local Authority Accelerated construction programme.
This has decided to provide funding to strategic infrastructure to local authorities by
Housing infrastructure Fund, delivery fund and growth partnership. This has to provide potential
investment options like debts, grant, guarantees and equity. With time, it will be easy for Home
England to unlock it's development plans.
This organisation has goal for adopting modern methods of construction. This will help in
getting competitive advantage in market. Home England has to work with Construction
leadership council for improving up taking and understanding of MMC.
This has decided to offer finance to small builders who are not capable of accessing funds
from bank. Several housing delivery funds are given for increasing pace of housing delivery and
supporting smaller builders. It has to incorporate design quality assessments. As, Home England
is able to provide funds to people by increasing awareness regarding need of giving people home
for their safety and health.
This organisation has long term plans for supporting delivery of new entry settlements.
This can be achieved by properly analysing market. An effective plan will help to increase
housing delivery across South East region. By using latest technology in construction, it will be
easy to make good homes for people by the end of financial year 2023.
There is objective of providing shared ownership and rent by shared ownership and
affordable homes programme. This is achieved by supporting people in buying shared ownership
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properties for building equity in their homes. It is important that Home England is able to
achieve this objective as it will provide home to many rough sleepers.
CONCLUSION
It is concluded from the above discussion that strategic management planning is essential
for obtaining long term plans of the company. Several strategies made for attaining goals and
objectives helps an organisation to meet their desired goals in less time. Construction companies
have to work hard for providing homes to several rough sleepers of England. UK is facing
problem of lack of affordable homes. The development of homes anf home funding to small
builders will help in enhancing living of UK people.
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REFERENCES
Books and Journals
Ansoff, H.I., and Et. Al, 2018. Implanting strategic management. Springer.
Generalova, E.M., Generalov, V.P. and Kuznetsova, A.A., 2016. Modular buildings in modern
construction. Procedia engineering, 153, pp.167-172.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Mackova, D., and Et. Al, 2017. Environmental Assessment of Buildings Constructed by Modern
Methods of Construction. In Applied Mechanics and Materials (Vol. 861, pp. 601-608).
Trans Tech Publications.
Mesároš, P. and Mandičák, T., 2015. Factors affecting the use of modern methods and materials
in construction. In IOP Conference Series: Materials Science and Engineering (Vol.
71, No. 1, p. 012053). IOP Publishing.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
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