BRS Food: Analysis of Skills Management for Leadership Positions

This report provides an executive summary, focusing on the skills required for new product introductions at BRS Food. It recommends effective marketing, distribution strategies, and diversification to ensure product accessibility. The report assesses candidates for Director of Strategy, Marketing, and Public Relations, evaluating them against key criteria like interpersonal skills, strategic thinking, and commercial awareness. Alison Robinson is recommended for Director of Strategy, Catriona Colman for Director of Marketing, and Angus Magee for Director of Public Relations. The report also outlines BRS Food's vision, mission, and values, along with personal and professional development plans for each candidate, addressing areas for improvement and suggesting training to enhance their leadership capabilities. It includes a detailed bibliography of cited sources.

MCS INTERNATIONAL
BUSINESS MANAGEMENT

Executive summary
The topic focused on the management of various skills
required to make new products introduced by BRS Food
It is recommended to manage proper marketing techniques,
strategies of distribution and diversification to make products
accessible by the clients
Skills and knowledge were to be possessed by the positions
hold by individuals for marketing, strategy and public
relations management
Based on the score, Alison, Catriona and Angus should be
suitable for the positions of Director of Strategy, Marketing
and public relations respectively

List of key criteria
The Director of strategy should possess good interpersonal
skills, hold knowledge to delegate tasks effectively and
listening skills too (10)
The motivation skills and forward planning facilitated by
strategic thinking are also important (8)
The Director of Strategy of marketing must acquire
decision making and problem solving skills to manage
marketing activities properly (9)
Gaining commercial awareness is important for the
Director of marketing to understand the organisation
mission, objectives and identify competitors too. (6)
Possess important skills to make judgements and intervene
in a particular situation (10)

The Public relations Director or Manager
should hold good mentoring and motivation
skills to influence the marketers (7)
The strategic thinking skills are important for
implementing the right strategies at the right
time (9)
Obtaining knowledge about the external
environment and holding managers accountable
through delegation of tasks are essential as
well. (9)
For the Public relation, marketing and strategy
Director, becoming aware of he political and
economic issues is also necessary. (10)
Human resource management skills (10)

Elements in the profiles not to be taken
into account
Ability to socially connect- Informal communication or
socialisation to promote fun activities in the workplace are
not needed much
Sense of humour- Sense of humour is good, but sometimes it
can often give freedom to the team members and their
performance may deteriorate
Product distribution ways are not considered as an
important element in the profile- As it is based on skills
development and professional development, not much
knowledge is needed about product distribution
Communicating more often with the other employees
without any formal purpose- It often creates conflicts and
misunderstandings so communication must be within limits.

Score against criteria for Angus Magee
Good skills in marketing due to working at BRS
food for more than 5 years
He has also worked as a Brand Manager and
Assistant Brand Manager
Performance reviews are positive and good social
ability and human relations skills (Doz 2017)
Good sense of humour and positive behaviours
Good skills to introduce new products such as a
healthy snack bar and chocolate covered pretzel
Leadership skills are also very good
Score against the criteria is 75

Score against criteria for Catriona Colman
Good knowledge due to working for 15 years
with BRS food
She has worked as Assistant Accounts
Manager , Financial Controller and worked in
the research and development department
High ambition and loyal to the company
Skills to work as the Head of Strategy and
worked with Board of Director and CEO
Skills to manage human resources and
facilitate maintenance of trust and integrity
in the future (Shenkar, Luo and Chi 2014).
The score against criteria is 80

Score against criteria for Alison Robinson
Knowledge on product diversification and
distribution in the marketplace
Good interpersonal skills and ability to
motivate and influence staffs
Self motivation, social intelligence and great
sales ability are possessed by her as well
Good problem solving skills
Excellent coaching, task delegation and
mentoring skills along with knowledge about
product diversification and distribution
(Cavusgil et al. 2014)
The score against criteria is 90

Best fit for the position
Alison Robinson would be suitable for the
position of Director of strategy at BRS Food.
It is because she possesses relevant skills
about the diversification and strategies for
managing distribution of products and
services
Her social intelligence and sales ability
further contribute to the enhancement in
sales through new products’ introduction in
the marketplace
Catriona Colman is considered perfect for the
position of Director of Marketing

Catriona Colman possesses good accounts
management and financial skills, which can be
suitable for reporting on strategic priorities
With her involvement with the company for 15
years and good interpersonal skills with high
social intelligence quotient, she should be perfect
for the concerned role (Ozkaya et al. 2013)
Angus Magee could be suitable for the position of
Director of Public relations at BRS Food.
He is charismatic and serves as a team manager
who often communicates with the team members
and guide them in the right direction

Draft vision
The vision of the company is to become ne of
the major companies in Ireland
BRS Food’s vision is to continuously grow in
its traditional markets
The vision of the organisation is also to
manage proper values and ethics and
produce best quality and healthy food items
for the customers (Lorentz et al. 2013)

Mission statement
The mission statement is to deliver a wide
range of healthy and fresh food items
The mission is also to extend its business
operations in Germany, Austria and other
Nordic countries
To develop the BRS range of stocks
To manage sustainability while producing
food items

Statement of values
To deliver fresh and healthy sugar free
snacks
Manage sustainable measures to deliver food
items that are good for health
Maintain proper culture at the workplace and
ensure forming marketing team (Wagner
2016)
Proper communication should be managed
along with keeping them motivated to raise
their morale level

Outline plan for personal and professional development
The personal and professional development plan is
considered as a formal method to make the leaders
or managers achieve the desired skills that they
may be lacking
Aligning with the professional program could be
helpful though for continuing professional
development
A PDP required setting of a proper time frame, ,
activities required to define goals and learn new
study skills
The learning activities include formal and informal
training, monitoring the employee performance and
meetings and conferences

Angus Magee, appointed for the Director of
Public relations possess good knowledge on
marketing and interpersonal skills.
He lacked consistency in maintaining
emotions and become pressurised when the
team members fail to accomplish their tasks
(McCleskey 2014)
He must be trained to control his emotions
and ensure that he can deal with the
employees by remaining polite and not feel
stressed in different situations
Catriona is strict and uses her power and
authority to achieve things

It is recommended for her to consider the
views and opinions of the employees and then
make a proper business decision
She must motivate and encourage the team
members to ensure working as a role model
and good leader
Alison is insightful about product orientation
through she has not focus much on the cot
leadership strategies (Bolden 2016)
It is recommended for her to implement the
cost leadership strategy for setting the right
prices for products and services

Bibliography
Bolden, R., 2016. Leadership, management and organisational development. In
Gower handbook of leadership and management development (pp. 143-158).
Routledge.
Cavusgil, S.T., Knight, G., Riesenberger, J.R., Rammal, H.G. and Rose, E.L., 2014.
International business. Pearson Australia.
Doz, Y.L., 2017. Strategic management in multinational companies. In International
Business (pp. 229-248). Routledge.
Lorentz, H., Töyli, J., Solakivi, T. and Ojala, L., 2013. Priorities and determinants for
supply chain management skills development in manufacturing firms. Supply Chain
Management: An International Journal, 18(4), pp.358-375.
McCleskey, J.A., 2014. Situational, transformational, and transactional leadership
and leadership development. Journal of Business Studies Quarterly, 5(4), p.117.
Ozkaya, H.E., Dabas, C., Kolev, K., Hult, G.T.M., Dahlquist, S.H. and Manjeshwar,
S.A., 2013. An assessment of hierarchical linear modeling in international business,
management, and marketing. International Business Review, 22(4), pp.663-677.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
Wagner, W.E., 2016. Leadership for a better world: Understanding the social
change model of leadership development. John Wiley & Sons.

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