Midlands, UK: Wirkkala's Leadership and Digital Marketing Challenges

This case study examines Wirkkala, a medium-sized UK company producing fruit smoothies and natural juice drinks, and its leadership challenges. The report delves into the leadership challenges Wirkkala faces, including marketing gaps, competition, legal issues, information security, and distribution network difficulties. It explores various leadership theories, such as participative, situational, and contingency theories, and suggests the benefits of a participative leadership approach. The study further evaluates the advantages and challenges of identifying a clear digital marketing strategy, including a discussion of ethical and privacy concerns. The analysis highlights the importance of addressing these challenges to achieve the company's development goals and maintain a competitive edge in the market. The case study is a comprehensive analysis of leadership strategies and challenges within a real-world business context.

Case study
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a. Explain what leadership challenges Wirkkala may faced in keeping company united in its
development goals.......................................................................................................................3
b. Critically evaluate both, the advantages that Wikkala possess and the challenges company
may face, in identifying a clear digital marketing strategy. This should include a discussion of
specific ethical and privacy issues..............................................................................................7
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................14
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INTRODUCTION
There are various aspects of business that needs to be managed properly in order to
perform business activities in better and effective manner (Grossman and Valiga, 2016).
Management refers to a process that includes planning, organising as well as controlling different
functions of organisation. By controlling business process as well as accomplishing of desired
objective organisation will be able to manage business in effective manner. There are different
types of leadership styles that is helpful in timely accomplishing of desired objectives. Digital
marketing strategy will helps in attaining more opportunity for business. This report in based on
Wirkkala company and this was established in 2004. This is a medium size company that is
operating its function in Midlands, UK. Wirkkala organisation has staff of 178 employees and
this company consist of head office, factory and warehouse centre. This organisation was
developed by four friends who are directors of Wirkkala. This company is producing and
selling fruit smoothies and natural juice drinks products. This report includes various leadership
challenges and issues that is faced by company in order to attain development goals of
organisation. In this different leadership approaches has been determined. It includes different
advantages that possess by company through clear digital marketing strategy. This report consist
of different challenges that can have impact over company through digital marketing strategies.
MAIN BODY
a. Explain what leadership challenges Wirkkala may faced in keeping company united in its
development goals.
There are various challenges that is faced by company in order to perform business task
in better and effective manner. Wirkkala company needs to identify these challenges in order to
manage its business process as well as helps in performing task in effectual way (Black and
Morrison, 2014). The major leadership challenges that is faced by respective company for
accomplishment of desired goals are majorly related to marketing gap, competition, legal issues,
privacy and security of information. It is important for respective company to conduct leadership
task in better manner so that organisational issues can be timely resolve. This organisation is
dealing with several issues that is affect business performance as well as implementation
different task and activities. In order to manage different leadership challenges and issues of
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organisation better strategies and plan needs to be developed. Wirkkala organisation is providing
and producing natural juice drinks and fruits smoothies. This company is meeting challenges
while in business process due to ineffective leadership practices. Challenges related to leadership
will influences the productivity and profitability of respective company. Various leadership
challenges that is faced by Wirkkala company is mention below.
 Marketing Gap – Wirkkala company is tapping gap into market in order to create and
develop products. This organisation is facing issue in sustaining it self in market place
without squeeze operating cost. Marketing gap can be describe as the unmet needs and
requirement of potential customers. It is crucial for Wirkkala company to analyse and
evaluate the key reason for marketing gap as well as develop better strategies to meet
with the needs of organisation (Vito, Higgins and Denney, 2014). Respective company
facing leadership challenges in implementation of new technology as well as creation of
high quality product with minimum cost. For meeting with the marketing gap, this
company have to hire new and talented employees for developing better products that
could resolve marketing gap. Execution of innovative technology with in organisation
will lead to have major impact on overall profits and operation cost of respective
company. Leaders of Wirkkala is not able to properly manage business activities
 Competition – There are various rival companies that is performing business activities in
UK market. Competition among rival companies will lead to have major negative impact
on performance of organisation. It is essential for this Wirkkala company to perform task
and activities in better way so that respective organisation can gain competitive
advantages over other rival companies. This is organisation is dealing with leadership
challenges in meeting with competitions (Young, 2015). Leaders of respective company
is not able to develop better and effective so that business can gain competitive edge
over other rival companies. Strong competition in same market area is affecting brand
image of Wirkkala company as well as impact over sales of its products. This is
affecting the market share of Wirkkala business and this company is facing challenge in
creating market place.
 Legal challenges – There are different types of rules and regulation developed by
government and political party. Changes in legislation and policies will lead to have
major impact on growth and development of business. In this challenges of Wirkkala
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company is to take appropriate plan as per legal rules and policies. It is crucial for this
organisation to follow these rules and regulation while performing business activities in
better manner (Hewison and Holden, 2016). Respective organisation is producing food
and drink product so this organisation needs to consider health and safety of customer by
product products. There are several employment challenges that will lead to have direct
impact on performance and productivity of organisation. Leadership activities needs to
consider all legal rules and policies while performing business task.
 Safe guard information and process - It is important for this company to manage as
well as safe guard the important information and process of organisation. It is very
challenging for this company to control and manage information and process of business.
It is crucial for to safe guard the range of products and brand image. Company data and
information is crucial in managing the expanding operations of business. There are
different ways though which information information and data can get leak and this will
lead to have direct impact on brand image. Wirkkala business needs to protect data as
well as safe guard it. Protection and privacy of data or information is very challenging
element.
 Distribution network - Wirkkala company has introduce new tools and technology that
has affect on manufacturing process. This manufacturing technologies will lead to
support in production of new range of drinks as well as help in gaining competitive
advantages over other rival companies. The major leadership challenges that is faced by
respective company is to negotiation with supply chain partners as well as delivering
quality ingredients.
Theories of leadership
Leadership theories can be describe as a framework that will help company to perform
better. There are several leadership theories that will lead to have impact on performance of
employees as well as business activities (Wolfe, 2015). Leadership theory will provide a proper
guideline to leader so that they can conduct task as per required manner as well as able to
influence employees to increase their efficiency. It is crucial for this organisation to manage
issues clearly and helps in conducting task in proper manner. Different theories of leadership are
mention below in detail.
Participative leadership theory -
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This theory of leadership can be describe as the way in which leaders of company is
contributing their skills and capabilities to influences the performance of employees.
Participative leadership theory helps in developing better and effective relationship with
customers. In this type of leadership, leaders are providing equal and fair opportunities to its
employees through which they can enhance their potential as well as help in improving the
productivity of employees (Bittle, 2015). This type of leadership will support employees as well
as encourage them to participate more in organisational activities. Company which is considering
participate leadership will lead to have more creative solution to business problems.
Situational theory of leadership
It refer to a leadership style that indicates to a leader that can adopt his/her leadership
style as per the situation. In this concept, the leader of a company make in their leadership style
as per the situation so that they can encourage employees to perform their roles and
responsibilities in the firm. This theory is developed by Hersey-Blanchard so that leader can take
decision according to situation and direct of guide workforce accordingly (What Is Situational
Leadership, 2020). So that workforce can execute their efforts and effectiveness in different
situation of an organisation. This theory are suggested four primary leadership styles and they
are as below:
Telling- In it, leader of the firm is the person who is responsible to take decisions and
providing information to others about decisions. By adopting telling style, leader take decision
according to situation and support employees to work according to their decisions.
Selling- In this style of leadership, the individual is highly involved in day to day activity
and take decision as per them. But the leader direct and lead them to use their all efforts and
effectiveness before implementing decisions so that effective outcomes can be gain.
Participating- This leadership style passes more responsibility to employees because in
this approach leader provide less guidance and permits employees or teammates to take more
active role in coming up with effective ideas and decisions.
Delegating- In this style, leaders do not make their involvement, only team members and
employees are responsible to take decision and work according to them. They are also countable
for what happens and outcomes of their inputs.
Contingency theory of leadership
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This leadership concept states that a leader's effectiveness is contingent upon with how
his/her leadership style matches with the situation. This theory is developed by Fred Fiedler to
analyse the leader's effectiveness in group conditions. In this leadership concept leader does not
adopt leadership style as per situation. The individual accept leadership style according to
different factors that affect the business of the company in different manner. For instant, if the
company is suffering with issues of lack of productivity, then the person adopt democratic
leadership style so that the team members can also involve in decision making process and share
their ideas or thoughts regarding this problem (What Is the Contingency Theory of Leadership,
2020). It will help in encouraging employees and they can do their assigned work in appropriate
manner to enhance productivity. This theory work on two types of style, they are as under:
People oriented- With the help of this style, leader relies on relationships and good
personal kills with others to complete task and work. The individual motivate employees so that
by using their effective skills they can accomplish their allotted work.
Task oriented- In this leadership style, leaders attains goals by making concentration on
the task and positional power (HEMkER and Solomon, 2016). The person set vision and aim for
task and guide teammates to make focus on task's vision so that effective outcomes can be gain
or desired goals can be accomplished in set time duration.
Thus, after analysing different theory of leadership it has been analysed that participative
leadership with help in performing task in better manner. Participative leadership will be more
beneficial for handling leadership challenges that is possess by Wirkkala company. There are
several challenges that is identified and it is crucial for implement participative leadership in
business process in order to reduce the impact of these challenges. Participative leadership lead
to encouragement to new and innovative business idea that will influence business process. With
the support of participative leader respective company will be able to increase collaboration as
well as gain competitive advantages over other rival company.
b. Critically evaluate both, the advantages that Wikkala possess and the challenges company may
face, in identifying a clear digital marketing strategy. This should include a discussion of
specific ethical and privacy issues.
Digital marketing strategy is considered as series of actions which help an individual to
achieve organisation goals by selecting proper online marketing channel. These channels
involved various media such as paid, earned as well as owned, these all media support a
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communal campaign around a specific line of businesses. There are different types of digital
marketing tactics as well as strategies which a company may use in order to attract customers
and increase business (Baker and Saren, 2016). Such as SEO, Search engine marketing, Content
Marketing, re marketing, responsive web design, e mail marketing, social media marketing,
marketing automation and many more. In respect of Wikkala, Diane want to work with Alison in
order to make strategies related to digital marketing as well as social media so that they able to
increase their brand awareness at the marketplace. For this they need to identify proper online
platforms, determining effective of legal rules and regulations, strategies for overseas and United
Kingdom, conducting digital marketing and many more. Below some of the advantages and
challenges which Wikkala can gain while identifying clear digital marketing strategies:-
The advantages that Wikkala possess by identifying a clear digital marketing strategy
 Able to reach globally: It is one of the main advantage which is gain by a company
when they adopt digital marketing strategy. In respect of Wikkala, by adopting this
digital marketing strategy they able to expand their business at the international and
national level as well as it will also help in attracting more and more customers toward
their products (Bang, Joshi and Singh, 2016). Along with this, respective company also
able to find new market as well as trade globally through conducting small investment.
 Incurred low cost: Through adopting proper digital marketing strategy a company able
to attract right customers and market in low cost. In respect of respective company
through an effective or impressive digital marketing campaign or strategy they able to
reach potential customers and investors in very less cost as compare to another traditional
marketing method (Chaffey and Ellis-Chadwick, 2019). Along with this, it is one of the
effective advantage for respective company as they are operating at the small level so
expansion will increase business opportunities in less funds.
 Easily track and measure result: In today's time each and very company use digital
marketing strategy which can be measure through different web analytics as well as other
online metric technique (Chaffey and Smith, 2017). In respect of respective company by
adopting digital marketing strategy they able to track or measure need, demand and
preference of customers. Through which they respective company management can
develop strategies as well as actions plan accordingly.
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 Easy brand promotion: It is also one of the main advantage which is gain by a company
through using digital marketing strategy at their workplace. This is so because that will
help in covering huge ratio of customers around the worldwide level. In respect of
Wikkala, by implementing digital marketing strategy they able to conduct effective brand
promotion which aid them in attracting more and more customers toward their drinks as
well as smoothies.
 Enhance conversion rate: By adopting digital marketing tools or techniques a company
able to conduct effective conversion with their customers and customers. Along with this
it will also help firm in conducting communication with employees who are working at
different location (De Pelsmacker, Van Tilburg and Holthof, 2018). In respect of Wikkala
they are conducting business in hospitality industry and they offer drink, so by
implementing digital marketing strategy they able to conduct effective communication
with customers. Through which they can understand need, demand and preference of
customers properly.
The challenges that Wikkala possess by identifying a clear digital marketing strategy
 Time consuming method: Implementing digital technology at the workplace is time
consuming because for this management need to conduct analysis as well as evaluation,
which will take huge time. In respect of Wikkala, when they adopt this strategy they need
to conduct market analysis which is time taking that can impact on the company
procedure.
 Increase competition: At digital and social media customers are free to post their
comments and suggestion (de Ruyter, Keeling and Ngo, 2018). But it is also challenging
for company, such as if a customers not like drink of Wikkala and they post negatively
then their will high change that it will impact on company brand image. That increase
competition and decrease competitive advantage at the marketplace. This is considered as
challenge for respective company as it took huge time for improving it properly.
 Required skills and trained employees: It is one of the main challenge which is faced
by a company when they implement digital marketing strategy at their workplace. This is
so because according to that Wikkala need to provide training and development sessions
to their staffs (Kannan, 2017). This is so because that will help them in conducting their
work in more effective manner with minimum error.
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 Security and privacy issues: Implementation of digital marketing technology or strategy
lead to security and privacy issues (Key, 2017). In respect of Wikkala, if they adopt
digital marketing technology or strategy they need to focus on security and privacy issues
of clients, customers and employees which is challenging for the respective company
management.
These are main challenges as well as advantages which are gain by Wikkala through
implementation of clear digital marketing strategies at their workplace. In respect of this they
also need to conduct their work properly as well as develop effective strategies according to the
requirement.
Digital marketing model
There are numbers of digital marketing model which a company may adopt in order to
increase their brand awareness at the marketplace such as Forrester's 5 ls, Lauterborn's 4 Cs, Ten
C's of marketing, 6 Cs of Customer motivation, Hofacker's 5 Stages of information processing
and many more (Digital marketing models to provide useful frameworks for digital audits,
planning and strategy, 2020). In respect of Wikkala, in order to adopt digital marketing
strategies for promoting their business operations and functions, they can implement 6 Cs of
online customer motivation those explanation is given below:-
6 Cs of online customer motivation model-
This model of digital marketing is developed by Dave Chaffey in year 2004, which is use
to conduct marketing planning as well as communication with customers through online medium
by building company website or community i.e. online (Kingsnorth, 2019). Respective model
will consider 6 Cs i.e. content, customisation, choice, community, cost reduction and
convenience, which explanation is given below in respect of Wikkala:- Content: According to this respective company need to include right content about their
drinks so that they can provide quality informations to customers. In respect of this they
can also adopt different media or tool such as attractive video, audio, picture and other
content. Customisation: In respect of this factor respective company can provide customisation of
products according to group or individual. This is so because through it they able to
attract more and more audience as well as it will also help in attracting wide segment at
the potential marketplace.
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 Community: According to this factor, Wikkala management or owners need to form
community as that will help them in providing quality services to the customers in
effective manner. These community need to develop in respect for trouble shooting,
exchanging tips and many other aspects. Convenience: In respect of this, respective company need to provide quality as well as
comfortable services to their customers as that will help them in attracting more and more
customers. In this respect they can provide 24*7 services to their customers (Digital
Marketing Models: 6Cs of online customer motivation, 2020). Cost Reduction: Wikkala company need to develop strategies related to removing middle
man from their procedure. This is so because through that they able to provide quality
services and effective services to customers in affordable price.
 Choice: According to this respective company need to offer wide range of products or
drinks as that will help them in focusing wide range of customers as well as they also
need to be flexible in payment mode (Shaltoni, 2016).
By implementing 6 Cs of online customer motivation model, Wikkala able to implement
digital marketing strategies in effective manner as well as it will also help them in attracting
more and more customers through website or online platform.
Ethical and privacy issues faced by Wikkala
There are several ethical and privacy issues faced by Wikkala while implementation
digital technology strategies at the marketplace in order to attract more and more customers and
increasing sales. From which some issues related to ethics as well as privacy are given below:- Cyber crime: It is also known as computer oriented crime which include computer as
well as network. In this hacker can store an individual personal as well as private
information and use that data in illegal or unethical manner. In respect of Wikkala, when
they adopt digital technology channel, then their will be huge change that any hacker can
theft their customers and employees information in order to conduct wrongful activities.
Along with this, this can be take place through online payment mode as if respective
company not use secure mode then their will be high change that payment amount can be
theft by any hacker. Data protection issues: This is one of the main issues which is faced by almost each and
every company. In this personal and private information or data stolen by hacker in order
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to conduct some illegal activities as well as in some case they sell that information to
some other company in order to earn money (Saini, 2017). In respect of Wikkala, they are
conducting their business in hospitality industry and they need to collect personal
information of clients, customers and employees so that they can send them offers,
discounts and any other related information. But their will be high chance that, personal
and private informations can be sold which impact on ethics as well as privacy of an
individual.
 Issues in payment method: In today's time almost every company as well as individual
conduct payment online, through different modes such as debit card, credit card, google
pay and many others. There are some hacker who hack these sites or make duplicate
pages of these sites in order to steal personal or private informations as well as funds of
individual who is using respective sites (Yoga, Korry and Yulianti, 2019). In respect of
Wikkala they need to develop effective as well as secure payment mode for their
customers so that hacker can not steal any personal or private informations of their
potential clients as well as customers.
These are main issues which are faced by Wikkala that are related to ethics as well as
private. So it is essential for them to develop or adopt more effective digital strategies through
which they can minimise issues and problems.
CONCLUSION
From the above report it can be concluded that it is crucial for organisation to manage its
employees as well as business process in effective manner. There are various issues occur is
organisation that can affect performance and productivity. It is crucial for manager and leader to
identify and analyse various issues organisation. There are several leadership challenges that is
faced by company while conducting business operations. By resolving issues and challenges of
business will lead to better functioning of organisation. Leadership can be describe as a process
in which leader can manage and influences employees to increase their capabilities and skills.
There are different theories of leadership that is applicable for various situations. Participative
leadership theory is one of the effective and crucial theory will help employees to work with
their full capabilities and potential. Leaders play crucial role in management of different task as
well as implementation of business strategies in required manner. Apart from this digital
marketing is crucial process that will lead to increase sales and revenues of products. Digital
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