Leadership and Strategic Management Investigative Report on Veekesy

This report provides an in-depth analysis of Veekesy Slippers Lanka Pvt's strategic management and leadership practices. It covers the company's background, strategic analysis (including PESTEL, Porter's Five Forces, and SWOT), strategic capabilities, and strategic choices. The report critically evaluates the leader's role in digital transformation and improving online performance, applying theoretical frameworks like the Situational Theory of Leadership and the Path-Goal Model. It also includes a personal reflection on leadership requirements, skill development, and the application of Kolb's learning theory, linking these to organizational strategies. The analysis aims to provide insights into the company's current strategic position and recommendations for future improvements.

Assessment: Individual
Investigative Report

Table of Contents
1 Introduction about Veekesy Slippers Lanka Pvt...........................................................................1
1.1 Background of the Organization ..........................................................................................1
1.1.1 About the founder .............................................................................................................1
1.2 Company Vision Mission and Core Values..........................................................................1
1.3 Nature of Business ..............................................................................................................1
1.4 Strategic Analysis and Positioning .......................................................................................2
1.5.1 Environmental Analysis.....................................................................................................2
1.5.1.1 Macro Environmental Analysis .....................................................................................2
1.4.1.2 Industry Analysis ..........................................................................................................3
1.4.1.3 Micro Environmental Analysis ......................................................................................3
1.4.1.4 Market Analysis .............................................................................................................4
1.4.1.5 Organizational Analysis .................................................................................................4
1.6 Strategic Capabilities ...........................................................................................................5
1.7 Strategic Choice....................................................................................................................6
1.7.1 Ansoff Growth Matrix.......................................................................................................6
1.7.2 Porter's Generic Strategies ................................................................................................6
1.7.3 Current Strategy ................................................................................................................7
1.8 Strategic in Action ................................................................................................................7
1.8.1 Strategic Implementation ..................................................................................................7
1.8.2 Internal Relationship .........................................................................................................7
1.8.3 External Relationship ........................................................................................................7
1.8.4 Balanced Scorecard ...........................................................................................................7
2 Critical Evaluation of Leaders Role in Strategic Management of Veekesy Slippers Lanka Pvt..8
2.1 Leaders role in supporting digital transformation at Veekesy Slippers Lanka Pvt. .............8
2.1.1 Nature of Organizational Problem ....................................................................................8
2.1.2 Theoretical background- The Situational Theory of Leadership.......................................9
2.1.3 Arthur reflection and recommendation .............................................................................9
2.1.4 SMART goals ....................................................................................................................9

2.2 Leaders role in improving online performance of Veekesy Slippers Lanka Pvt. in Sri
Lanka ........................................................................................................................................10
2.2.1 Nature of Organizational Problem ..................................................................................10
2.2.2 Theoretical background - The Path-Goal Model.............................................................10
2.2.3 Arthur reflection and recommendation ...........................................................................11
2.2.4 SMART goals ..................................................................................................................11
3 CONCLUSION...........................................................................................................................12
4 Summary of my training ............................................................................................................13
4.1 Introduction to reflective write up.......................................................................................13
4.2 Individual Leadership requirements....................................................................................13
4.3 Identification of leadership requirements through diagnostic tools....................................13
4.4 Application of Kolb's learning theory ................................................................................14
4.5 Skill development Plan ......................................................................................................14
4.6 Link between skill development plan and organizational strategies ..................................15
References:.....................................................................................................................................16
Appendices ....................................................................................................................................18
Appendix A: Leadership Trait Questionnaire ..........................................................................18
Leadership Traits Questionnaire Ratings.......................................................................................18

1 Introduction
Leadership and strategic management is basically a concept or technique which is used
by manager within organization for controlling the lower level employees effectively. With help
of effective leadership and strategic management manager within organisation easily increased
performance and productivity of lower level employees at maximum level. Due to the full
contribution of workers organization easily sustained their vision, mission and objectives in for
long time. Here the chosen organization is Veekesy Slippers Lanka Pvt which is established in
1984 (Ucar and Dalgic, 2021). The report will be covered explanation about organization,
PESTEL analysis, SWOT analysis. It further explains theoretical background- The Situational
Theory of Leadership, Arthur reflection and recommendation, Leaders role in improving online
performance of Veekesy Slippers Lanka Pvt. in Sri Lanka and Nature of Organizational Problem
Arthur reflection and recommendation. In last it also covers summary of training which includes
Introduction to reflective write up, Individual Leadership requirements, Identification of
leadership requirements through diagnostic tools, Application of Kolb's learning theory Skill
development Plan Link between skill development plan and organizational strategies
1.1 Background of the Organization
The current project is based on the Veekesy Slippers Lanka Pvt which is a shoe
manufacture company based in the district of the Kerala, India. The spread of the covid-19 is
creating many issues and challenges for the Veekesy Slippers Lanka Pvt for effectively
undertaking and conducting its business operations. Thus, at that time going digital is the one
way to overcome and mitigate the challenge created by the sudden lockdown and strict social
distancing norms. Thus, current project is based on the issues and challenges faced by the
Veekesy Slippers Lanka Pvt while implicating digitalisation of its business operations that
consists of issue such as lack of training and skill development in employees.
1.1.1 About the founder
Ummer Farook is registered with Ministry of Corporate Affairs (MCA). He is one of the
founders and members of board of directors of the company. He is an Indian entrepreneur with
successful businesses including Veekesy Slippers Lanka and Fortune Elastomes Private Limited.
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1.2 Company Vision Mission and Core Values
Mission: The mission of the Veekesy Slippers Lanka Pvt comprises of the serving a great
experience of footwear across the world by the way of delivering more comfortable as well as
long lasting shoes.
Vision: The vision of the Veekesy Slippers Lanka Pvt comprises of the minimising the
issue of higher waste and effective use of sources to manufacture quality products at reasonable
and more affordable price.
Core Values: Along with this, the core value of the Veekesy Slippers Lanka Pvt consists
of the supporting use of ozone-friendly products and stop usage of leather products and other
synthetic products while production of the footwear. Thus, the core value of the Veekesy
Slippers Lanka Pvt comprises of leading a more sustainable development and effective
expansion across the world.
1.3 Nature of Business
The organisation selected for current project is Veekesy Slippers Lanka Pvt which is a
well-known Indian company which was established during the year of 1984 and having its
branches in various part of world. The Veekesy Slippers Lanka Pvt tend to starts expansion in
the Sri Lanka during the year 2018 when that start facing issues in manufacturing and selling
footwear. Further, it is one of the 1774 manufacturers in Sri Lanka that is effectively supplying
and providing a wide range of footwear located at the address of Veekesy Slippers Lanka (Pvt)
Ltd is no 41 Park Ln, Negombo, Sri Lanka.
1.4 Strategic Analysis and Positioning
Strategic analysis is conducted to determine the business environment of the company so
that suitable strategy can be created in order to deliver the best results amidst the current
environment of the company. It is evaluated that the problem which is affecting Veekesy
Slippers Lanka Pvt is related to having effective digitalisation of its business operation which
comprises of lack of training and skill development within its employees (Gavieiro Besteiro,
2022). Digitization is essential for growth of business because it helps them
1.5.1 Environmental Analysis
Environmental Analysis of a organization is centred around understanding the internal as well as
external activities which affect the company. It forms the basis of strategy formation and helps
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leaders in creating specific strategy which is able to exploit the strengths of the company and
effectively utilize the opportunities present in their industry. There are different tools which can
be used for completing strategic analysis such as PESTEL.
1.5.1.1 Macro Environmental Analysis
PESTEL Analysis
It is basically a framework or method which is used by organization for analysing the key
external factors which is responsible for effecting the activities of organization in both negative
and positive aspect. It can be utilized in various situations at wide range and also assist the
people professionals and senior manager regarding strategic decision making (Bose and
Ndegwa, 2019). The stages which is involved in this analysis are described below - Political Factors: The primary factor which affects Veekesy Slippers Lanka Pvt is
unstable government in Sri Lanka. The political unsuitability in Sri Lanka because of the
power struggle between President Gotabya Rasjapaksa and the Parliament of Sri Lanka
has crated uncertainty for entrepreneurs because escalation of this environment can lead
to civil unrest (Sri Lanka's economy has 'completely collapsed,' Prime Minister says,
2022) . Economical Factors: High inflation and economic collapse in Sri Lanka affect grows of
business in the country as many regions are currently facing fuel, electricity and food
shortages. Social Factors: The diverse language environment of Sri Lanka affects Veekesy Slippers
Lanka Pvt because the company has to engage with communities from different lingual
background including Tamil, Sinhala and English. Technological Factors: Sri Lanka’s digital literacy rate accelerated to 56.2 per cent by
the end of the first half (1H) of 2021, from 50.1 per cent registered as at end 2020
(Digital literacy accelerated to 56.2 per cent, 2022). This is because majority of
population is now using digital devices for communication. The digital environment of
Sri Lanka is beneficial for businesses. Environmental Factors: Rising temperature along with increased incidence of flooding
caused by climate change affects daily life in Sri Lanka (Climate Risk Country Profile -
Sri Lanka, 2020). This also threatens the business operations of Veekesy Slippers Lanka
Pvt.
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 Legal Factors: Sri Lanka’s Prevention of Terrorism Act (PTA) has been used for abusing
human rights in the country and has affected the civil fabric of the nation (“In a Legal
Black Hole”, 2022.). This needs to be improved in order to offer better environment to
consumers.
1.4.1.2 Industry Analysis
Businesses conduct industry analysis in order to determine the current industry landscape
so that appropriate strategic move can be implemented helping the company in achieving better
results. Industry analysis is important because major industry changes such as entry of new
competitors or failure of existing competitors can be used by the company to build better strategy
which creates favourable environment for the organization. Porter’s five forces is a commonly
used model for completing industry analysis.
1.4.1.3 Micro Environmental Analysis
Porter's Fiver Forces Analysis
It is basically a frame work which is utilized for evaluating a company's competitive
environment (Kiprotich, Gachunga and Bonuke, 2018). The power and number of a company's
competitive rivals, customer’s, supplier 's, potential new market entrants, and substitute product
influencing a profitability of organization. This analysis also shows that what is the current
status of the company in market and then according to that management prepared effective
strategies for running their functions smoothly. Intensity of competition: In this part of the analytical model the level of competition in
an industry is identified (Ni, Wang and Sha, 2018). In case of Veekesy Slippers Lanka
Pvt. The intensity of competition is high because many competitors such as Samson
Manufacturers, Sri Lanka's footwear manufacturers, Service Shoes Lanka are present
who increase industry competition. Bargaining Power of suppliers: This is low in case of Veekesy Slippers Lanka Pvt.
because large number of suppliers offer similar kinds of products to consumes which
reduces their overall influence. Bargaining Power of consumers: Veekesy Slippers Lanka Pvt. Faces high power of
consumers as there are many different options from which slippers can be purchased
increasing buyer sensitivity and influence.
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 Threat of substitutes: Slippers can be easily substituted by other types of footwear such
as heel shoes which increases threat of substitution for Veekesy Slippers Lanka Pvt.
 Threat of New Entrants: The threat of new entrants in case of Veekesy Slippers Lanka
Pvt is high because many individuals can easily accumulate the capital to set up small
production facility for making slippers in Sri Lanka. Investing in automation can help
new entrants easily disrupt the market for industry incumbents such as Veekesy Slippers
Lanka Pvt.
1.4.1.4 Market Analysis
STP Analysis
This analytical tool is used for determining the target consumer for various business. This
an be used for analysing the market environment of a company by understanding the different
consumer base and segments present in the market and determining the most profitable target
consumer segment for the organization (Bhattacharyya and Jha, 2018). The STP analysis for the
respective company is provided below:
Segmentation
Segmentation of market is a very important aspect . The company use segmentation to
divide its customers into a particular number of groups and peoples to which segment the
product is suitable. In case of Veekesy Slippers Lanka Pvt. the consumer segment for the
respective organization are provided below:
Demographic: Men Women and kids are the primary demographic segments for the respective
organization.
Behavioural: In this section consumers are divided into online shoppers and physical shoppers
categories.
Psycho-graphic: Here the main division between consumers is on the basis of their lifestyle
which is middle class, lower middle class and lower class.
Targeting
This aspect means targeting the right set of audiences or customers to sell the products in
the market (Vinken, 2018). In case of Veekesy Slippers Lanka Pvt. The target consumer
segment for the company are middle class consumers including men, women and children.
Positioning
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This aspects helps us to understand the needs or desire of products which our product can
fulfil in the market and are the consumers needs in which can the company can fulfil. The
positioning of the firm is a high quality and affordable slipper company.
1.4.1.5 Organizational Analysis
SWOT Analysis
It is basically a method or tool which is utilized by organization for analysing and
identifying the company's strength, weakness, opportunities and threat effectively (Aziz, 2021).
The main aim of SWOT analysis is to enhance the awareness and popularity of the factors that
go into making a business decision or establishing a business strategy.
Strengths Weaknesses
 Diverse product portfolio
 Experience and brand recognition in slipper
manufacturing industry
 Limited technological
capabilities
 Low presence in online channels
Opportunities Threats
 Opportunity to expend business through
export in east Asian countries
 Opportunities for reducing cost though
digitization
 Threat from high competition
 Threat from outdated technology
and advanced slipper design
1.6 Strategic Capabilities
McKinsey 7S framework
Seven S Strengths Weaknesses
Strategy  Low Cost Strategies
 High expansion
 Lack of investment in R&D
and digitization
Structure  Communication
between board of
directors
 Flexible
 Possibility of conflict
 Slow decision making
Systems  Effective production  Outdated digital technology
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with quality
management and
control
slowing business processes
Skills  Experience and training  Low digital competence
Style  Communicative and
direct leadership
 Rigidity in leadership
Shared Values  Sustainable
development
 Low technological knowledge
1.7 Strategic Choice
1.7.1 Ansoff Growth Matrix
Market penetration:
In this model a new product is introduced in the existing market. This strategy can be
adopted by Veekesy Slippers Lanka Pvt. by increasing digital sales within Sri Lanka.
Product development:
In product development firms develop a new product to introduce in existing market
(Mazouni, 2018). This strategy involves good research and development, creation of better
product that better meets the existing market. Veekesy Slippers Lanka Pvt. can adopt this
strategy by developing new products such as 3-D printed footwear by using digital technology.
Market development:
In market development firms focuses in entering new market with existing product, by
this it means expanding in new geographic regions, customer segments etc. Veekesy Slippers
Lanka Pvt. can use this strategy by expanding beyond Sri Lanka with the help of e-commerce.
Diversification:
This strategy involves offering new product in new market. Veekesy Slippers Lanka Pvt.
needs to offer 3-D printed footwear in new market such as east Asia or Middle east. This is a
beneficial strategy for the respective organization because it will help the company reach new
consumers and reach niche consumer base in east Asian countries to get loyal consumer base.
The disadvantage of this strategy is that it is high risk.
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1.7.2 Porter's Generic Strategies
It is a combination of various actions which is used by organization for enhancing the
awareness and popularity of their products and services effectively in various locations
(Sundiman, 2018). The actions which is involved in this method are described below -
Cost leadership strategy: It is a strategy where charging of lower prices can help in
enhancement of present market share. Veekesy Slippers Lanka Pvt. Can use this strategy to gain
market leadership. The disadvantage of cost leadership is low technological capabilities.
Differentiation Strategy: This strategy is adopted by offering unique and distinguished products
in the market (Baylis and et. al., 2021). This strategy can help Veekesy Slippers Lanka Pvt.
Tackle get separate recognition from rivals. The disadvantage in this case is high costs.
Focus strategy: In this strategy organisations are focussing on one or more specific target
segment of customers that is generally denotes as niche markets segment. Focus strategy can be
used by Veekesy Slippers Lanka Pvt. For getting loyal consumer base The disadvantage here is
high risk.
1.7.3 Current Strategy
The current strategy of Veekesy Slippers Lanka Pvt. is cost leadership. The firm is able
to generate high revenue by offering variety of footwear products a low price. This also helps the
company tackle international brands offering similar produces and attract its target consumer
base of middle class consumer. However thee is a downside of this strategy is that the company
has not been able to develop its digital and technological infrastructure effectively (Liang, Kee,
and Henderson, 2018).
1.8 Strategic in Action
Business strategy is defined as the plan of action which helps the company in achieving
organizational success. Applying organizational strategy, in action requires support from leaders
along with development of suitable monitoring process. In case of Veekesy Slippers Lanka Pvt.
leaders play an important role in implementing the strategy an ensuring that all the elements
which support the current strategy are completed with high quality.
1.8.1 Strategic Implementation
The concept of strategic implementation revolves around support effective and timely
completion of the strategy and continually reviewing its progress so that every stakeholder is
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provided satisfactory results. In case of Veekesy Slippers Lanka Pvt. Strategic implementation
helps the firm deliver quality products to consumers in a timely manner and remaining low cost
manufacturer in densely competitive industry.
1.8.2 Internal Relationship
The internal relationship of the company are with internal stakeholders inducing investors
, board of directors management and employees. The company communicates with employees
and stakeholders wit the he help email and meetings. On the other hand reports are used of
communication an building relationship with investors and board of directors. There is
organizational problem of building its digital capabilities in order to ensure that employees and
management communicate more quickly. Internal communication is essential for effective
strategic implementation (Proskuryakova, 2018). In addition to this digitization can also help the
respective organization build better relationship with stakeholders and investors.
1.8.3 External Relationship
Veekesy Slippers Lanka Pvt. Maintains its external relationship with consumers through
traditional marketing and promotion. The company needs to build its digital capabilities
particularly in social media marketing and digital communication to interact with consumers
more frequently.
1.8.4 Balanced Scorecard
Aspect Objective Measures /
Indicators
Targets / Goals Initiatives
Financial Higher
online sales
Balance sheet
P&L account
30% increase in
online sales
Improved digital
competency
Better social media
marketing
Customer Increase
reach in
children
consumer
segment
Project plan
: Marketing
campaign for
school
10% increase in sale
of school footwear
Digital Launch event
Online advertisement
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