University Business Capstone Project: Maritime Safety Review

This business capstone project analyzes the challenges faced by Maritime Safety, a private sector organization in the maritime industry, which struggles to meet client expectations due to operational changes and market dynamics. The project, advised by an EY consultant, identifies issues such as financial, reputational, and regulatory concerns, and proposes strategic solutions. The causes of these issues are explored, including rapid technological advancements, changing client demands, and the need for organizational transformation. The project outlines alternative solutions like strategic planning, cultural changes, and innovative marketing strategies. Decision criteria, including service quality, cost, and risk levels, are established to evaluate the recommended solutions. The project recommends organized planning, digital marketing, improved in-house capabilities, and regular assessment of root causes to ensure the long-term sustainability and brand reputation of Maritime Safety. The project also emphasizes the implementation of competitor analysis and continuous review of changes to address regulatory concerns and improve service delivery. The study highlights the importance of root cause analysis, digital marketing, and in-house capabilities to enhance the company's market position.

Running head: BUSINESS CAPSTONE PROJECT
Business Capstone Project
Name of Student
Name of University
Author Note

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Executive Summary
It is summarized that EY consultant will be providing useful and strategic adviuces to Maritime
Safety for the required changes to be done and implemented successfully. The development of
the innovation in the range of product and services portfolio helps in improving the sustainability
of the services they deliver it to the clients. The EY consultant advises to keep healthy
relationships with the client’s through effective and high quality services. The EY consultant will
be advising to have the implementation of root cause analysis for the analysis of the issues and
the causes. The EY consultant advice to keep on monitoring and reviewing the changes
associated with Maritime Safety for redeveloping brand reputation and for eliminating financial
crisis for the company.

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Contents
Executive Summary.........................................................................................................................1
Issues................................................................................................................................................3
Causes..............................................................................................................................................4
Alternatives......................................................................................................................................5
Decision Criteria..............................................................................................................................6
Recommended Solutions.................................................................................................................7
Implementation and Implications....................................................................................................8
Ethical Behavior..............................................................................................................................9
Company Stakeholders....................................................................................................................9
Credible Analysis.............................................................................................................................9
References......................................................................................................................................10

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Issues
The private sector organization which operates under the maritime industry could not live
up to the expectations of the clients which they deliver it. In the last 30 to 40 years they have
been an established company which operates in maritime safety and they have been providing
global services to the number of different organizations they are in. In the last 30-40 years of
their business, they have established range of services which were well known and well trusted
and they have a good reputation within the maritime industry (Campbell Coff and Kryscynski
2012, 378). They have successfully interacted and communicated with the different
organizations within this industry and they were very much satisfied with the financial and
strategic performance they have it in the past. In the past they had a very strong reputation in the
market and good brand image as well in the market.
It is seen that prior 3 years or so they are observing that the company has gone of drastic
changes in their operations, way of dealing with the clients. It is seen that over the last 3 years
the organization is finding that they could not be able to remain static to their commitments as
the company wishes to deliver it to their existing as well their new clients. They have been not
changing the way they have been operating in the past, it now they need to bring in strategic
changes and the change needed to be done quite frequently (Campbell Coff and Kryscynski
2012, 384). The issues which the business is facing right now could be the financial concerns,
reputational concerns, the regulatory concerns as well the sustainability of their services which
they provide it to the clients. These are the issues the company needs to address it. The changes
in the delivery of the services to the clients, the business structure they have now which reduces

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the brand image and the reputation for the company in the market the business is operating
currently.
Causes
The cause is always important for the organization who will be undergoing a change
needed for the introduction of the sustainability to be developed. The importance of cause is to
make understand the board of directors of the company to realize and understand that change is
needed for the business to excel growth and prosperity in the future and for attaining the long
term vision of the company (Yang Wang and Li 2013, 272). The importance of cause for this
business is that it will help in developing and organizing the plan for how the changes to be made
will become feasible and effective for the long term sustainability of the business as well. The
cause is also important in developing innovative strategies and for coping up with the market
changes for the organizations in the near future. The cause is also important to recognize as this
is helpful for the Board of Directors top identify and assess the alternative solutions for the issues
identified for this business (Yang Wang and Li 2013, 275).
There are various reasons which make these issues to be raised. It is seen that with the
rapid development of technology there is raid pace of the organization to be taking place. The
business expectations have been increasing day by day and the stakeholders involved in the
business are trying to have high business expectations in terms of profit and revenue of the
business (Yang Wang and Li 2013, 270).. It is also seen that with the dynamic environment there
is the changes in the development of the needs and demands of the clients took place. The rapid
age of digitization has actually changing the style of operations the business makes these days.
The change of the delivery services for the clients so that the rate of change outside the industry

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competitors has been accelerating which is far beyond their own internal rate of change to be
taking place as well (Campbell Coff and Kryscynski 2012, 392). The organization Maritime
Safety has the structure at that time will not be allowing the transformation to be done as well.
Alternatives
It is important that there is the need of the development some realistic alternatives which
should be useful in addressing the issues highlighted in this business case. There are some
actions which are needed by the EY consultant and provide advice to Maritime Safety to undergo
the changes required for the sustainability of their business. First of all it is important that there is
the need of development of the strategic planning for Maritime Safety to be done by EY
consultant. There is the need of developing a health check and the review of what had occurred
today and make us to provide an independent perspective on whether the transformation they
need is going to be successful or not. After that it is also important that the EY consultant should
be developing set of recommendations around what type of changes are basically required for
Maritime Safety to operate successfully in this market (Yang Wang and Li 2013, 265). It is also
important that there is the need of developing a changing culture in Maritime Safety by which
the people working in the organization should be able to understand and respect the
transformations to be done (Yang Wang and Li 2013, 266). It is also useful in analyzing and
tracking the strategies laid by the competitors so that EY consultant could match up the
requirements of the competitors with the organization. There is also the need of developing
innovation in the marketing for the new services to be delivered to the clients by EY consultant
as this is the age of digitization to be taking place (Yang Wang and Li 2013, 268). It is also
important that EY consultant advised to improve on the in house capabilities for competing with
the competitors present in this market. The EY consultant would advice to get the focus much

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more on the path to success. The EY consultant also advised that the company needs to develop a
burning desire to implement the change or the transformation to be done on Maritime Safety.
The EY consultant will also be providing the advice to implement the root cause analysis in
maritime Safety for the proper operations of the company under study. It is also seen that the
sustainability in the services delivering by Maritime Safety in the past were not good but now the
sustainability of the services to the clients require a drastic change in order to improve on the
quality of the services to be provided to the clients. It is advised by the EY consultant that the
Board of Directors need to transfer their entire organizational structure in order to make their
operations to become effective and streamlined so that they could be able to rebuild their
branding (Yang Wang and Li 2013, 263). This will help in influencing their brand image and this
could be related with the sales and profitability of the company under study. The EY consultant
should be advising to improve the services and enhance the range of the services so that
reputational risk could be eliminated from them.
Decision Criteria
The decision criteria are the indicator which is needed to be considered when the
evaluation is needed to be done and for making a decision. It is obvious that there is the need of
developing set criteria for the decisions to be developed in accordance with the set alternatives
chosen for Maritime Safety (Jarillo Carlos 2013, 78). It is important that the set decision criteria
which are identified against the alternative could be the quality of services, cost, increase in the
sales of the company, return on investment, marketing of the products and services to be offered
to the organization. The next could be the identified risk levels. It seems that for the development
of the reputation of the organization they need to be improving the quality of products and
services which is to be delivered to the clients (Jarillo Carlos 2013, 84). The cost of the services

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delivered should be made competitive so that it can compete with the other competitors as
advised and set by the EY consultant. It is also useful that the increase in the sales of the
products and services should be useful for the company to successfully implement the change to
be involved in the business (Yang Jiangping Wang and Li 2013). The innovative marketing of
the products and services improves the brand image and develop good reputation for the
company under study. It is also seen from the video that there is the need of the identifying and
assessing the risk levels to be involved which should be advised by the EY consultant.
Recommended Solutions
It is recommended that there is the need of the development of the organized planning for
the change to be initiated by Maritime Safety as advised by the EY consultant. The marketing of
the products and services to be done digitally so the focus should be more of digital marketing by
which Maritime Safety could be able to compete with the competitors easily (Hänninen Banda
and Kujala 2014, 7839). The next could be the development of the potential of the in house
power much more flexible so that the operational changes could be done which sets the change
to be done effectively at this organization. It is recommended that the in house culture of
Maritime Safety need to be improved in order to transform the changes to be done effectively at
this organization. It is also recommended that the risk levels should be assessed and monitored
properly by which the regulatory concerns could be eliminated as advised by EY consultant
(Hänninen Banda and Kujala 2014, 7839). It is recommended that the root causes and the issues
should be assessed and monitored on a regular basis by the EY consultant for Maritime Safety
(Wu et al. 2015, 237). It is recommended that there is the continuous review of the changes and

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the viability of the changes needed to be successfully analyzed so that the positive results could
be introduced. There is the need of the health check to be done by the EY consultant and
analyzing the strategies lay by the competitors operating in this market and competing with
Maritime Safety.
Implementation and Implications
The quality of the services and products to be improved could be done in reality with the
understanding of the competitor strategies and statistics brought down against the set criteria like
the sales, revenue as well the range of services to be provided to the clients. It is also obvious
that there is the need of implementing proper market research on the products and services which
have low demand in the market and those products should be eliminated from their services and
product portfolio and should be focusing much more on the products and services which have
high demand (Eden Colin and Fran Ackermann 2013, 16). The training should be given to the
employees working in maritime Safety so that they can be able to provide high quality services
and could be able to develop good relationships with the clients. This develops trust and loyalty
among the clients by which reputation could be enhanced for Maritime Safety as well (Campbell
Coff and Kryscynski 2012, 383). The analysis of the financial budget prepared for the
development of the new products and services to be given to the clients helps in achieving and
fulfilling the change needed for the company. There is the appropriate leadership to be involved
for the smooth running of the business and for controlling the overall organizational structure of
the business.
The implications for providing sustainability of the services could be that the cost of training for
the employees needs to be done within the estimated budget. The leadership skills and

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knowledge needs to be executed properly for the operational activities to be done successfully
which improves the sales potential and in house capabilities of the employees working in
Maritime Safety (Hill et al. 2014, 23).
.
Ethical Behavior
It is important that the business should be committing what it has been commi8tted
towards the customers regarding the products and services they deliver it to the clients. The
reputation it has created should help in enhancing the sales and increasing revenue for the
business through attracting customers (Meyer et al. 2017, 38)
Company Stakeholders
The company stakeholders should be involving the suppliers, the customers as well the
Board of Directors and the shareholders involved in this business. The decisions taken should be
in accordance with the strategies to be involved for assessing and successfully implementing the
changes to be done (Berg 2013, 24).
Credible Analysis
The overall analysis from the business case is that the planning and change should be
interlinked together. The planning is needed to be done in order to make transformations in the
organization. It is concluded that the recommended solutions has been useful or improving the

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sustainability and for developing high profits for Maritime Safety as advised by the EY
consultant.
References
Berg, H.P., 2013. Human factors and safety culture in maritime safety. Marine Navigation and
Safety of Sea Transportation: STCW, Maritime Education and Training (MET), Human
Resources and Crew Manning, Maritime Policy, Logistics and Economic Matters, 107.
Campbell, B.A., Coff, R. and Kryscynski, D., 2012. Rethinking sustained competitive advantage
from human capital. Academy of Management Review, 37(3), pp.376-395.
Eden, C. and Ackermann, F., 2013. Making strategy: The journey of strategic management.
Sage.
Hänninen, M., Banda, O.A.V. and Kujala, P., 2014. Bayesian network model of maritime safety
management. Expert Systems with Applications, 41(17), pp.7837-7846.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2012. Strategic management cases:
competitiveness and globalization. Cengage Learning.

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Jarillo, J.C., 2013. Strategic networks. Routledge.
Johnson, G., 2016. Exploring strategy: text and cases. Pearson Education.
Meyer, G.D., Neck, H.M. and Meeks, M.D., 2017. The entrepreneurship‐strategic management
interface. Strategic entrepreneurship: Creating a new mindset, pp.17-44.
Wei, R.U.A.N., Qin, J.Y., Huang, Z.P., Wei, J.Y., Dong, Z. and Zuo, Z., 2017, March. Reviews
of International Maritime Safety Management Philosophies and Approaches.
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Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2017. Strategic management
and business policy. pearson.
Wu, B., Wang, Y., Zhang, J., Savan, E.E. and Yan, X., 2015. Effectiveness of maritime safety
control in different navigation zones using a spatial sequential DEA model: Yangtze
River case. Accident analysis & prevention, 81, pp.232-242.
Yang, Z.L., Wang, J. and Li, K.X., 2013. Maritime safety analysis in retrospect. Maritime Policy
& Management, 40(3), pp.261-277.
youtu.be/7Ki5buDWNA4. 2018. Youtube. https://youtu.be/7Ki5buDWNA4.
youtu.be/pEMo-w98Cmw. 2018. Youtube. https://youtu.be/pEMo-w98Cmw.