Professional Development Report: Analysis and Recommendations for ACH

This report provides a professional development analysis of Ashley Community Housing (ACH), a social housing association. It begins with an introduction to professional development and its importance, followed by an analysis of ACH's internal and external environments using SWOT and PESTLE models, respectively. The analysis identifies strengths such as its reputation and community support, weaknesses in systemisation, opportunities for expansion, and threats from legal and economic factors. The report then analyzes ACH's strategic position, including leadership, communication, and company culture, and identifies key issues such as non-effective systemisation, lack of economic support, and legal breaches. Recommendations are provided to address these issues, including market research, adherence to legislation, leveraging innovation, cost management, and improved funding strategies. The report suggests the implementation of a participative leadership style to gain employee support for the recommendations. The report concludes with a critical reflection on the learning outcomes from the module and the application of these concepts to the case study.

Professional Development

Contents
INTRODUCTION...........................................................................................................................1
Section 1: An analysis of the company’s strategic position............................................................1
1. Application of two appropriate tools and techniques to analyse internal and external
environment of an organisation...................................................................................................1
2. Analysis of the organisational strategic position.....................................................................3
3. Identification of the main issues to address in future..............................................................4
SECTION 2 RECOMMENDATION TO THE ORGANISATION................................................4
SECTION 3 IMPLEMENTATION OF RECOMMENDATIONS.................................................5
1. Leadership style.......................................................................................................................5
2. Communicating vision to the key stakeholders.......................................................................6
3. Leadership strategy and the impact on organisational directions............................................7
SECTION 4 CRITICAL REFLECTION.........................................................................................7
CONCLUSION................................................................................................................................8

INTRODUCTION
Professional development is interpreted as improvement in organisational functioning with
the aid of adopting effective working techniques. The scope of work related to professional
development is wide in nature where all activities are carried out from the identification of issues
to implementation of preventive measures (Abushova, Burova and Suloeva, 2016). There is huge
role of these activities towards an organisation in attainment of sustainability within the market.
The main aim of this report is also related to determining organisational strategic position along
with implementation of evidence informed strategy. This report is based on overall consultancy
project where International management consultancy provide assistance to Ashely Community
Housing in removal of their issues.
The aspects cover in report includes analysis of organisational strategic position,
recommendation to address the issues, implementation of the recommended strategy and
reflection on the key learning from the module.
Section 1: An analysis of the company’s strategic position
1. Application of two appropriate tools and techniques to analyse internal and external
environment of an organisation
The Internal Environment
The model using to analyse the internal environment of Ashely Community Housing is
SWOT. The detailed description of all related determinants is provided below:
Strengths
 Ashley community housing is a registered social landlord and works as a successful
housing association.
 This organisation has good name in providence of accommodations. Also, they provide
single unit houses as shared accommodation across Birmingham (Rothaermel, 2016).
 This organisation has good market image due to providence of accommodation to
homeless and refugee community people.
 This organisation also provides support specially to refugee people in identification of
employment, opportunities to move and dealing with health related issues.
 Continuous growth operations of an organisation where currently they have operations in
three different places.
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 Effective deployment of functional structure along with activities related to developing
good client relationship.
 Having subsidiary organisation that specialise in providing training.
Weaknesses
 Lack in current systems to deal with continuing growth operations (Thompson, Strickland
and Gamble, 2015).
 Lack of systemisation.
Opportunities
 Transferring the status from small to medium organisation.
 Start operations in West Midlands as considered s major dispersal area of refugees.
 Enhancement in the aspect of training to improve operations.
Threats
 Legal restrictions are the biggest threat in continuing growing operative functions (Aithal,
2016) (Rios, 2015).
 Economic situation of UK also creates threat for an organisational operation i.e. impact
of Brexit.
The External Environment
The model using to analyse the external environment and its impact over Ashley
community housing operations is PESTLE. The detailed description of its associated
determinants is presented below:
Political: ACH has successful operations in UK. The government is very much
concerned about the safety and interest of society individuals. This would be the reason that laws
are strict towards the stay of refugees. This hinders the growth of an organisation as they have
main work related to accommodation availability who does not belong from the local
community.
Economical: The impact of Brexit has negative over the economy of UK. This resultant
into less flow of foreign currency along with investment opportunities (Chernev, 2018). This has
direct negative impact over the growth of ACH because they require more hostels for providing
accommodation which is not possible till the good source of funds are not available.
Social: The society is more concerned about their own wealth and status irrespective to
the situations bearing by others. This has negative impact upon the business activities as they not
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able to get the support from society in providence of accommodation to homeless. Also, this
trend restricts an organisation to move frequently with high speed towards accomplishment of
main vision.
Technological: The presence of technology is high in UK. This works as supportive
factor that help to find homeless people along with providing assistance in the way they need
most. Also, technology aid in providence of effective training that contributes faster personality
development. This further help to complete vision through improving employment opportunities
of them.
Legal: It is important for management to adhere all legal rules exist in nation for
continuing the operations with high brand image (Hassanien, 2017). Here, this will bring an
obligation over ACH that never commit a function that beyond to the employment and operative
laws.
Environmental: In today’s environment, society is more concerned about safety of the local
culture. The functioning of accommodation to refugees and becoming ready for employment
attracts the hate from society as this will hinder the opportunities for local.
2. Analysis of the organisational strategic position
Leadership and communication: Democratic style of leadership is used within ACH.
This style allows each and every one to share their views. In respect to communication, both
verbal and written is used as per the need of situations.
Company culture: The culture followed within an organisation is team oriented. This
allows the performance of work by the team of experts with the aid of innovative tools and
techniques (Gürbüz, 2019). This culture has effective contribution towards the fulfilment of
ethical values along with effective working environment.
Company position: As per the current status of an organisation, the position in market is
quite significant. They grab the number of awards and recognition from local authorities too.
Strengths and limitation of techniques used: SWOT is used to analyse internal
environment. This is effective to ascertain both type of information’s internal and external. Its
scope is limited because does not involves strategic formulation activities. PESTLE is used for
the purpose of external analysis (Masoumi and Dezhkam, 2015). This is effective as aid in
determination of opportunities and threats on the basis of actual business environment
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conditions. The drawback associated with this model is time consuming analysis of various
conditions and their further integration with business activities.
Client needs: The client has main aim related to expansion of business in West Midlands
along with improvement in training aspect.
3. Identification of the main issues to address in future
The main issues identified from the above analysis are presented below:
 Non effective systemisation in concerning to the growth rate.
 Lack of economic support.
 Breach of legislations which directly places influence over the brand image of the
company
 Non effective cost management practices which reduces profit margins
SECTION 2 RECOMMENDATION TO THE ORGANISATION
On the basis of overall description provided in the above section regarding internal and
external environment analysis of Ashely Community Housing, it has been analysed that the
respective company is having good position at marketplace but still there is scope of
improvement. According to the issues determined from the internal and external environment
analysis, there are few recommendations which are provided to the company so that they can
easily improvise themselves and obtain a good strategic position at marketplace (Grimaldi and
Rogo, 2015). Few of the main recommendations for Ashely Community Housing are stated as
below in detailed manner:
 At first it is recommended to business manager of the Ashely Community Housing to
conduct regular based market research in the areas where they are serving their clients.
This market research will directly develop the knowledge of company regarding its target
market and their changing expectation from the company. This would also help the
company in moulding their existing strategies and operational activities according to the
core requirement of the customers in appropriate manner.
 Furthermore, it is advised business manager of Ashely Community Housing to ensure
that all legislations and policies are required to be followed by each and every employee
as well as top management team. Thus, manager of the company is required to become
strict and develop some penalties for one who breaches the legislation or does not obey
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the policies of the company (Bartusková and Kresta, 2015) Thus, it can be said that this
strictness among employees will help the company in keeping themselves away from the
legal obligation or any other sort of controversies in the near future. Also, it will support
the company in developing its brand image at marketplace.
 In addition to this, next it is advised to Ashely Community Housing to emphasise on
Leveraging innovation and new market trends to gain edge within market. For this, the
company must focus on delivering higher quality services to its respective clients. Thus,
it would build distinctive image through providence of qualitative services in most
effective manner.
 In order to improve the profit margins, the respective manager of the Ashely Community
Housing must focus on introducing few innovative cost management practices that could
reduce their overall expenditure and also results in the improvement of its profit margin.
 To improve funding organisation must focus over identification of different sources if
fund This will further aid in dealing of the present economic issues and owing their own
homes that simultaneously will be provided to homeless and refugees. This help to save
time that they spend in negotiation exercises. It also aids in growing with continuous pace
where they can easily start their new operations in West Midlands.
 It is recommended that organisation must focus over systemisation in their services and
functioning according to the pace of organisational growth. Here, they must have to focus
over adoption of technology that help to bring automation along with effective
management. The benefit of this will be ascertained in future as better direction where
everyone can perform according to the assigned duties and responsibilities and held
accountable if not able to achieve the set criterion.
SECTION 3 IMPLEMENTATION OF RECOMMENDATIONS
It is highly important for business association to implement the planned recommendations
within the company so that they can easily improvise their strategic directions and attain success
within the industry in which they are dealing.
1. Leadership style
On the basis of overall analytical section, it can be said that the respective company was
currently making use of democratic leadership style within the company in order to execute the
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functioning of the company more freely (Rios, 2015). It has determined that even though the
democratic leadership style was beneficial for the company but still the company was going
through lots of lack areas which placing influence over their overall functioning. In order to deal
with the same, manager of the Ashely Community Housing would make use of participative
leadership style. The respective leadership style clearly states that business manager of the
company must include all the employees in the organizational decisions so that they can attain
success by taking right decisions (Rothaermel, 2016). The support of the employees clearly
supports the company in implementing all the plans and strategy within the company that would
contribute in improvising their business performances. In context of Ashely Community
Housing, it can be said that the respective manager of the company would definitely implement
all the above made recommendations by making use of participative leadership style. Here, the
respective manager would initial conduct a discussion session with the employees where they
will share all information associated to the recommendation and its relation with the
improvement and growth of company in rightful manner (Hassanien, 2017). By doing so, Ashely
Community Housing would get clear support from employees in its implementation. This will
enhance chances of success for the Ashely Community Housing as they are able to apply all
recommendations within the company in appropriate manner. This theory also has positive
contribution towards the delegation of authority and accountability differentiated from the
approach of democratic. This creates the sense of responsibility that their poor performance not
impacts the organisational goal but also their professional career. This will create the obligation
where they focus over completion of each activity with more precision and belongingness.
2. Communicating vision to the key stakeholders
In order to implement all recommendations within the company the respective manager of
the company is required to convey the overall vision and other related things to its stakeholders
so that they can easily develop their understanding over the same. For communicating vision
clearly to the key stakeholders the respective manager makes use of effective strategic
communication plan so that all the related information could be shared with the associated
people in clearer manner (Chernev, 2018). This is mainly consisting of five components such as
Identify the Audience, determining goals and objectives, developing key messages, develop
tactical plan and identify the measure of evaluations. All of these steps clearly provide support to
the business manager of the Ashely Community Housing in conveying all information associated
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to the recommendation and plan of its implementation with the stakeholders. This would
definitely help the company in convincing stakeholders about the changes that they are planning
to bring in the company so that they can easily attain success at marketplace by serving their
customers in better manner (Aithal, 2016). Also, usage of appropriate communication model
simply ensures that organisation keep themselves free and away with the misunderstanding that
might develop due to usage of wrong communication mode.
3. Leadership strategy and the impact on organisational directions
After communicating all information related to the changes that company is planning to
implement it within the company, it is highly important for the business managers to develop
appropriate leadership strategy that would definitely support them in attaining success. With
reference to the Ashley Community Housing, it has been determined that the respective manager
of this company is planning to change its leadership style (Manyaeva, Piskunov and Fomin,
2016). Earlier it was making use of democratic leadership style but after analysing the current
strategic positioning of the company its manager have decided to go for participative form of
leadership style as they believe that it is most appropriate style for the company. It has also been
analysed that implementation of participative leadership would definitely make vast impact over
the organisational direction. The overall impact in the initial days might be seen as the most time
consuming but with passing period of time it would definitely help company in overcoming the
issues and gaining competitive edge as well as success within the same industry.
SECTION 4 CRITICAL REFLECTION
Reflective learning is the part of overall academic life as it helps individuals in developing
their own knowledge on skills learned by them from their personal life experience or from their
event or situation from which they have gone through. On the basis of my own experience
related to the learning experience developed from CMI module, it can be said that I have
developed range of information as well as skills by attending this module. Overall learning
experience related to me with Charter Management System is explained below with the usage of
Gibbs reflective model. It is seen as the effective model which was given by Sir Grahams Gibbs
in the 1988. This simply states that learning by doing. Along with this, it also helps individual in
developing their own understanding over the situations which is being experienced by them
regularly. This framework is consisting of five stages which supports individual in sharing their
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own experience related to the particular situation. All five stages of this framework are explained
below in detailed manner:
Description: This is the first and foremost stage which provides clear description on the
overall situation from which an individual goes through. I have taken part in Charter
management system as it is the part of my University coursework. This module learning was
performed in the form of many workshops.
Feelings: At the time of attending workshops for this system I was feeling quite excited as I
knew that I will get opportunity to learn lots of things from experience. But, at the same time I
was having the little bit of feeling of nervousness as well. The main reason behind this
nervousness was that I have not attended similar kind of session earlier thus there were many
questions revolving in my mind.
Evaluations: Experience associated with the CMI module was having both the positive as
well as negative phases. Both kind of phases related to session was high learnable as I got
opportunity to learn a lot from it. The positive experience related to the same was that my
mentors and tutors were highly supportive who have explained me each and every small to big
details in such a manner that has reduced number of doubts in our minds. Whereas, the negative
experience related to the same was my lack of group learning and team working skills that has
made it difficult for me to learn with the colleagues.
Conclusions: The overall experience related to the CMI module was good. I have learned
lots of skills from the overall experience. According myself experience I have learned team
working skills, communication, analytical, presentation, coordination and many others from the
same.
Actions: All of the developed knowledge and experience with the same, it can be said that I
would definitely made use of all these developed skills in future when I will start my career.
CONCLUSION
On the basis of overall information developed from this report, it is concluded that
business organisation takes range of initiatives in order to develop them and improvise their
positioning at market place. In order to do this effectively businesses are required to conduct
effective internal as well as external environment so that they can easily determine their actual
strategic position at marketplace. This analysis also supports businesses in finding out core issues
that is actually been faced by business organisation. Market research is acknowledged as best
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method through which business managers can determine changing needs requirement and
expectation of the company. In addition to this, participative leadership style is determined as the
best form of leadership style which helps company in implementing several plans and strategies
for its growth.
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