Agility Logistics Marketing Strategy: Secret Strategies and Mechanisms

This report provides an in-depth analysis of the marketing strategy employed by Agility Logistics, a Kuwait-based industrial transportation company. The report delves into the reasons behind the company's use of secret strategies, exploring both justified and unjustified motivations. These include setting organizational direction, maintaining privacy, and avoiding negative consequences. The analysis further examines four key mechanisms that Agility Logistics should adopt to thrive in the market: enhancing sustainability by reducing carbon emissions and improving supply chain efficiency, improving security measures for client goods, fostering community involvement through educational initiatives, and developing fair, safe, and healthy workplaces. The report concludes by emphasizing the importance of these strategies for Agility Logistics' continued success in the global market, particularly in subcontractor management and ethical practices.

Running head: MARKETING STRATEGY
Marketing strategy
Name of the Student
Name of the university
Author note

1MARKETING STRATEGY
Reason of conducting a strategy
The construction of strategy is essentially important in all the organizations. The
strategist of the company named Agility Logistics of Kuwait framed the strategies for some
reasons. The strategies are revealed to the top executives but they are not revealed to the
other employees of the company. There are certain justified and unjustified reasons for the
formulation of the strategies. There are essential reasons for formulating the strategies in the
company. The Agility Logistics deals with the industrial transportations. The company deals
with the manufacturing of the industrial transports. The company has formed certain
strategies, few of which are revealed to all the employees and few are not revealed. Only the
top official executives are aware of the strategies (Baker 2014).
The first and foremost reason is to set direction and priorities. The strategies designs
the way of working of the organization. To run an organization smoothly the formulation of
the strategies is essentially important. The strategies establish the priorities for the work in
the organization. The strategy justifies the view of the success of the organization. Few
strategies should not be hidden from the employees as the major motive of the formulation of
the policy is to help the people know their job function and job role. It helps to prioritize the
work of the employees. In some cases the strategies are hidden from the employees who
sometimes have adverse effects. Without a clear articulation of the strategy the employees
shall find the highest driving factor to be the secondary treatment (Cozzolino, Wankowicz
and Massaroni 2017).
The stakeholders of the Agility Logistics kept the compensation information new a
secret. They did that to avoid the using of the same by the employees during the salary
negotiations. It has begun to change in some quarters. The stakeholders are able to get an
amount of strategic advantage from this. The person is able to have information that the other

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person don’t have. Similarly the stakeholders were silent about their new business plan which
included the new partnership with other transport manufacturing company. The reason behind
keeping this as a secret is to maintain the privacy of the news. The stakeholders must
maintain privacy in the relationship between the executive body and the employees. The
privacy should be maintained between the employees and the top officials. There should be a
formal relationship that should be maintained. This is one of the reasons of keeping the
strategies secret from all the employees. Moreover the other reason behind this is to avoid the
backlash from the political parties (Demil et al. 2015).
The other reason of keeping the strategy secret is the chance of having a negative
consequence for the secret holders. In case the information is widely known there was a
chance of knowing it widely. The people who are engaged in all sorts of illegal activities
usually hold these secrets for certain obvious reasons. It is safe to keep the information secret
in this case. The Agility Logistics had some legal issues at one point of time. At that time the
company did not reveal the legal issue to their employees. The strategy that the stakeholders
adopted at that time was necessary to be kept a secret as it could create a negative impact on
the employees (Estampe et al. 2013).
The decision of some surprise party is sometimes kept a secret y the strategy makers.
The strategy makers form the strategy to arrange for a surprise party in the company for the
motivation of the employees. The Agility Logistics hosts annual surprise party. They do this
in order to motivate the employees and keep them active in their curricular activities. This
strategy is not revealed to all the employees of the company. Only the top executives know
about the plan. In such case it is justified as the plan would be ruined if all the employees
knew about the plan. The motif behind the plan would get destroyed if the plan was revealed
to the employees (Ivanov 2015).

3MARKETING STRATEGY
In this company the secrets are valuable as the director of the company did not reveal
the news of the change in the manufacturing parts. He thought of bringing a change in the
brand and the quality. He replaced the brand that he used to use. Only the top executives
knew about the change. He took the decision in order to bring a change in the taste of the
customers. The strategist formulated the strategy to avoid the biasness of the sense of the
taste of the customers. The company kept it as a secret even from the customers. The
customers did not notice the change therefore the product was launched during an ad
campaign to make the people aware of the change. The leaking of this strategy would
increase the rumor about the change and it would be somehow leaked in the market which
would not destroy the motive of strategy. The customers would not find any interest in
knowing the product any longer (Jackson, Schuler and Jiang 2014).
There are lots of mental burdens of keeping the secrets of the strategies. It takes a lot
of mental effort. This is in the case of the valuable and justified reason of keeping the strategy
a secret. Sometimes the strategies are not meant to be kept secret. It is not that necessary. In
spite of all these it takes a lot of mental effort to hide any upcoming news and some effective
strategy from all the individuals working in the company. Sometimes this is a problem as the
there is a chance for the individual to leak the information unintentionally. This happens
when the person is engaged in complex and complicated discussions (Mathieu et al. 2014).
The strategies are ultimately formed keeping in mind certain factors. Certain major
factors are to increase coordination between the workers in the workplace. The aim of
keeping the strategies a secret is to bring together all the departments. The further objective
of it is to simplify the process of making decisions by avoiding the chaos. Too many people
involved in the decision making might end up in creating a chaos. Therefore the strategies are
sometimes kept secret and revealed only after confirmation of the same (Johnson 2014).

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Four mechanisms
In order to survive in the future market there is a need for Agility Logistics to
undertake certain mechanisms in order to compete with other companies in the market.
The first and foremost mechanism that should be improved is the sustainability. The
company must focus on the major reduction of the carbon emissions and further on the cost
and the time in the chain of supply to the global and the premium customers. It must also
concentrate on the improvement of the free carbon reporting for the customers. Compared to
the other logistics company it should improve the sustainability by improving the greening of
Agility operations which is possible through the reduction of the use of the electricity and the
packaging waste (Mathieu et al. 2014).
The company must attain another framework that is adopting the strategy to improve
the security issues. They should develop the response towards taking the steps regarding the
security of physical goods of the clients of the company. There is a chance in the logistics
company to get the goods of the clients getting affected. In order to survive in the market the
Agility Logistics is required to provide authentic security systems of transport for better
customer satisfaction in order to survive in the market (Pang, Mörtberg and Brown 2014).
The other framework that is to be adopted by the company is the community
involvement framework. In it the company must involve the community in the investment
plan. It should adopt policies to develop the community contributors with a determined focus
on the education. It should adopt policies to educate the community about their products. It
can be done in schools, colleges of Kuwait. Employee volunteer is required for this purpose
(Pearlson, Saunders and Galletta 2016).
The final mechanism that the company must focus is on the development towards the
fair, safe, diverse and healthy workplaces. There should be an in-depth up gradation of

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Agility`s fair labor program. It concentrates on addressing the human rights which challenge
in the supply chain. It includes the development in the Agility`s Code of Business Conduct
and the other key initiatives, for example the voluntary commitments to the World Economic
Forum`s Partnership against the corruption initiative. The company must take initiative to
convince the employees to promote the ethics courses. All the logistics company focuses on
the same. In order to have a better position in the market it is necessary for the company to
adopt this framework. The monitoring and enforcement mechanisms must be improved in
order to increase the opportunity of the employees to report the ethical concerns in person
with the use of any mail, or through any other online methods which is answered by the third-
party company (Peppard and Ward 2016).
Therefore from the above analysis it can be concluded that the secret strategies are
sometimes required to have in the company. It is created for the betterment of the company.
While attaining the framework this is to mentioned that the plans of Agility should be to
focus on the global market and extend the global subcontractor management program which
will include the standards of the ethics, the environmental responsibility and the practice of
the fair labor. In spite of all this the commitment of the company towards work makes it a
well-known logistics company of Kuwait.

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