Silver Line Charity: Environmental Analysis and Expansion

This report presents a comprehensive analysis of Silver Line Charity, a healthcare organization focused on elderly care. It begins with an overview of the organization's corporate governance, mission, vision, and stakeholder relationships, highlighting the importance of effective governance for operational success. The report then delves into the current organizational structure and culture, identifying it as a hybrid structure reliant on volunteers, and examines its strengths and weaknesses, including its impact on service delivery. The core of the report focuses on an environmental analysis for viability in expansion, utilizing the PESTLE framework to assess political, economic, social, and technological factors influencing Silver Line's potential growth, particularly in London. The analysis considers the impact of government policies, economic stability, social trends, and technological advancements on the charity's operations and expansion plans. Finally, the report offers recommendations based on the environmental analysis, providing strategic insights for Silver Line's future development. The report emphasizes the importance of adapting to changing market trends and customer needs, while leveraging technology to improve service delivery and communication.

HEALTHCARE
ENVIRONMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
1. Corporate governance, mission, vision and stakeholders of Silver Line Charity...................1
2. Describe the current Organisational Structure and Culture at SilverLine Charity.................2
PART B ...........................................................................................................................................4
1. Environmental analysis for viability in expansion .................................................................4
2. Recommendation....................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Healthcare organizations are those who aims at offering treatments and care services to
the customers suffering form diseases. The motive of these organizations are to render quality
services to the customers with a motive to earn profit. They work to provide customers
satisfaction with the fulfilment of their needs and demands. Present report is based on a case
study of Silverline Charity. This organization is working for old age people with the same
manger and staff members (Chemaly, Simmons and et.al., 2014). It is found that, the
organization is facing certain issues with regards to leadership style and also with the
motivational issues with the staff. This report is prepared with the purpose to find effective
solution of the defined problem. Whereas the document is going to depict organizational
structure of the organization. In addition to it, SWOT analysis is also going to be conducted of
this stated company (Drummond and et.al., 2015).
PART A
1. Corporate governance, mission, vision and stakeholders of Silver Line Charity
In order to have better operations, it is significant for management of SilverLine Charity
to focus on corporate governance. It allows to have combination of diverse relationship between
company's management, board of directors, shareholders and other stakeholder. With an
assistance of this, overall working of organisation can be improved in appropriate manner so that
goals and objectives can be accomplished. It has been identified that staffing of organisation is
very small that allows to have sustainable development (Feldstein, 2012). Company is also well
focused towards strategic options so that goals and objectives can be accomplished. Key
principles of business is also considered by organisation in order to have appropriate governance
of activities. Such as business plan, budget and risk map (Gregory, 2013).
It has been noticed that governance authorities are also well focused towards offering
better protection to old age people. Health care service promotion is also key mission of
company that must be considered as critical aspect for sustainable development and lead
business to impressive level of success (Huang, Behara and Goo, 2014). Financial and medical
support is being provided to old age people in order to meet objectives. It has been noticed that
there are number of stakeholders that need to be considered by organisation such as government,
investors, community, etc (Gibbs, 2011). With an improved focus on such aspects the better
decisions can be taken into account so that goals and objectives can be accomplished. Health
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care savings can also be promoted effectively because the working of SilverLine is beneficial to
provide protection to old age people (Broscio, 2014). Along with this it also manages the small
teams that is guided by the Chief Executive that organises the day to day activities within the
charity organization. In order to have improvement in corporate governance practice the
continuous changes is one of key need of business.
2. Describe the current Organisational Structure and Culture at SilverLine Charity
The organizational structure of SilverLine Charity is hybrid organisational structure
where the top authority is board of directors. All the major decisions are taking by board of
directors of the stated organization (Bell and et.al., 2014). Further, the working of SilverLine
organisation is dependent upon volunteers. Around 3000 volunteers are there who provide
valuable support to working. It has been also assessed that effective organizational structure
supports the charitable organization to function properly within the market and industry (He and
Zeadally, 2015). The cited firm operates free and confidential telephone line within the UK so
that elderly patients as well as vulnerable individual can get assistance in the fast manner
In addition to it, the stated department keep records of the incoming and outgoing of the
calls so that better support can be offered to customers. Whereas, the HR department of this care
organization is to recruit and select appropriate candidate for the organization (Hume, 2010).
Mainly volunteers allocation is also duty of this department so health care services can be
promoted. The organizational structure of this institution is divided in vertical order where each
department has its authority and supervisors (Swayne, Duncan and Ginter, 2012).
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Figure 1 Organizational structure
(Sources: Purnell, 2012)
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In addition to this, by having improved focus on such aspects the managing committee is
being designed that offer better services to customers. It helps in meeting key goals and
objectives. Very small size staff members are there in organisation that assist management to
have better deal with issues. However, the speed of quick response can not be provided to
organisation because there are very less staff members. Organizational structure of the stated
firm assist the management to distribute its work and operations in a way that appropriate
distribution of work can be done. They manage work in a way that, the patients need not to wait
for their turn for the requisite treatment. However, different department of this organization helps
in proper allotment of work as per their department. This assists the employees to well defined
with their roles and responsibilities. In context to this, hybrid structure not only helps the patients
but the employees as well. This assists the employees to get opportunities to promote for higher
positions. As a result, the operation of park day centre manages in an efficacious manner. On
other hand, this structure can also remain unsuccessful for the lower level employees of the
mentioned organization (Feldstein, 2012). Furthermore, it has been measured that with the
functional structure charitable trust can easily perform their operational activities. On the other
hand, it has also evaluated that with the functional organizational structure it results in enhancing
the functioning of different activities within the organization so that they can easily deliver
quality services. As a result, the operation of SilverLine manages in an efficacious manner. On
other hand, this structure can also remain unsuccessful for the lower level employees of the
mentioned organization.
PART B
1. Environmental analysis for viability in expansion
Pestle analysis is one of the most effective tools which can be used by companies such as
Silver Line in order to identify the key macro environmental factors affecting its operations and
activities. Furthermore, the use of this tool will also support Silver line to identify trends in
market and then deliver services according to the same. Pestle analysis is effective because it
support companies in reducing the impact of potential threats and by carrying out the best
possible business practices (Bell and et.al. 2014). It can be stated that over the last few years, the
health care sector of UK has witnessed higher growth rate and appropriate opportunities
regarding the same. As per the given scenario, in the case provided, the selected business
enterprise i.e Silver Line has got a Lottery of £5 million. This sum can be used for carrying out
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expansion in London area an deliver more satisfactory services to elderly people in the market.
For expansion of its businesses activities and services, the brand will need to conduct appropriate
environmental analysis. The analysis using Pestle method is conducted below as:
Political factors- These factors are related with the overall political environment available
in country where a business is carrying out its operations and activities. At the time of seeking
for and going for expansion strategy, Silver Line will be required to take care of factors such as
taxes rates and subsidies offered by government to businesses in UK (Broscio, 2014). It can be
stated that increasing rate of taxes can create obstacles in carrying out expansion of services for
Silver Line. The rationale behind this is that because of higher taxes, businesses are not able to
achieve desired growth because their profit of margin directly falls. At present, the political
environment of UK is very stable and therefore the selected business enterprise will not face
many issues in expanding its operations. Along with this, the government of UK also provides
charities to organizations such as Silver line which can help in carrying out smooth flow of all
operations and business practises. However, it can be argued that any kind of modifications in
political environment or an unstable political environment may result in creating several kinds of
obstacles in financial funding of Silver Line in long run. Therefore, it can be expressed that at
present the environmental factors are in favour of Silver line to carry out expansion of all its
services.
Economic factors- These factors are linked with the growth rate and demand of products
and services which exist in a particular economy (Gregory, 2013). It can be stated that in order to
carry out smooth flow of all operations and business practises, economic stability or high
economic growth rare is very essential. In situations such as economic downturn people in the
market are usually left with low money to buy products and services. This directly results in
creating various kinds of restrictions in growth and success of any business enterprise operating
in an economy (Huang, Behara and Goo, 2014). However, it can be argued that silver line needs
to make sure that at the time of going for an expansion strategy, the economic environment of
UK remains stable. In terms of offerings services, it can be stated that its sales will not be
affected by changes in economic conditions because instead of looking for higher profits the
brand is carrying out its operations for social cause.
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Social factors – This factor directly results in affecting operations and activities of a
business enterprise as it is linked with the changing need, demand, demographic variables in a
particular economy. It can be expressed that in order to carry out smooth flow of all operations
and achieve desired objectives, it is required by companies to offer services according to
changing market trend, customer demand and need of people (McCormack, Manley and Titchen,
2013). At the time of seeking for expansion and enhancing its overall services, it is required by
Silver Line to ensure that need of elderly people in London are identified and all required
services are offered according to the same. Over the last few years, there has been a significant
rise in old age population or elderly people in UK. This has resulted in increasing the demand of
services which are being delivered by organizations such as Silver Line. According to the present
market condition, it can be expressed that the present market conditions or social factors are
favourable for carrying out expansion of the services offered. By meeting the need and demand
of elderly people in UK, the selected business enterprise will be able to develop a strong brand
image in front people in the market.
Technological factor- It is a kind of macro environmental factor which has both negative
and positive impact on expansion of Silver Line within London area. In order to sustain in highly
competitive environment it is required by every business enterprise to adopt new or advance
technology at regular intervals (Quaranta, 2016). This is beneficial for Silver Line because the
use such kind of technology will support in delivering more satisfactory services to people in the
market or elderly people. Along with this, the use of technology will also help in developing
effective communication and coordination among all the staff members working in the selected
business enterprise. The use of technology such as mobile and GPS system will results in
understanding the changing need of elderly people and then deliver services according to the
same. On the other side of this, it can be critically argued that the use of technology can results in
increasing the overall cost of operations of Silver line (Bell and et.al. 2014). This is because of
the fact the use of new technology will be required to invest large amount of resources which
increases the cost. Furthermore, resources will be also needed to invest by Silver Line in
providing training to employees so that they can make use of advanced technology in the best
possible manner.
Legal: It has been noticed that consideration of legal aspects is essential because it allows
to make sure about industrial standards. With an assistance of this, discrimination act can be
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promoted in appropriate medium. By having effective development of policies the legal values
can be well maintained. Services to old age people must be provided in significant manner
without any kind of discrimination. Equal opportunities must be provided by management of
SilverLine to both male and female so that goals and objectives can be accomplished. Colour
discrimination must not be their so that legal aspects can be promoted effectively. It is necessary
for SilverLine Charity to have ethical work practice and create better brand image in the market.
Environmental: Management of SilverLine also need to improve environmental aspects
so that better promotion of services can be taken into account. It is necessary to set out new
standards that allows to promote energy saving practice. In this regard, use of solar panel must be
promoted in appropriate manner. Environmental policies designed by UK government must be
considered effectively by management of Silver Line while having expansion in London area.
With an assistance of this, health protection can also be promoted effectively. The environmental
impact has a significant effect on the working aspects and organizational results of the business
unit. It creates a major effect on the organizational operations and growth as well. Silver line is a
UK charity firm which focuses on providing advisory functions to old age people and helps them
in providing healthy and safe living environment. Environmental impact on the stated
organization does not directly affect the business operations however the needs and demands of
old age people change according to rate of illness.
2. Recommendation
Various recommendations can be suggested for managing the expansion of Silver Line
regarding provision of homecare support. They are as follows: Categorization of service: The new service of homecare support in which Silver Line
wants to expand can be categorized to suit the specific needs of the elderly people. There
are various categories of homecare support that can be provided by Silver Line. These
include personal care, housekeeping, nursing and healthcare, cooking or preparing meals
and companionship. Silver Line can recruit carers who specialize in the above mentioned
areas. This will help in bringing clarity to service provision and home care support will
thus be provided according to the need of the elderly people. This recommendation is
justified as with the help of it, the chosen charity organization will be able to manage the
quality of homecare support service in each of the mentioned areas.
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 Improving flexibility in service: Silver Line can be recommended to bring the element of
flexibility in its service. This will be helpful for both, staff as well as the service users. It
can provide various options for the duration of home care. These may include long term
24 hour care, emergency care, day care and sessions of varied time periods. Provision of
this flexibility will help the service users in making appropriate choice. Moreover, the
recommendation is justified as with the help of it, Silver Line will be able to better
manage its resources in the form of time and money. This will further help in supporting
and providing a larger section of society with homecare services. Hence, Silver Line will
be able to reach more number of vulnerable elderly people. Training: in order to maintain the quality of home care support, Silver Line can organize
training for its staff regarding manual handling, maintenance of personal hygiene,
continence care, counselling and support, simple treatments, personal assistance etc.
(Care services in your home, 2015). there is a need to provide better information to the
care staff about the principle of good care. The care staff can also be engaged in regular
sessions on verbal communication. This is because effective communication is very
important for learning about the needs of the client and providing the required care and
support. Moreover training will be required so that the charity organization can reduce
the health and safety risks to staff as well as service users.
 Person centered care: Silver Line is recommended to ensure that the care and support
provided to the service users is based on the principles of person centered care. This
suggests that the home care support should take into consideration the aspirations, goals
and priorities of service users. The people who are using home care services as well as
the care staff should be treated with courtesy and respect. In this regard, the charity
organization is recommended to make provision for maintaining confidentiality and
privacy of information of the people seeking homecare (Guidance, 2016). More
consistent care can be provided by Silver Line by establishing the names of team of care
workers that is to be assigned to a single individual (Murray, 2013).
CONCLUSION
As per above study, it can be concluded that healthcare environment is considered as one
of most significant aspect because it helps in meeting key goals and objectives. In order to have
better operations, it is significant for management of SilverLine Charity to focus on corporate
8

governance. It allows to have combination of diverse relationship between company's
management, board of directors, shareholders and other stakeholder. Pestle analysis is one of the
most effective tools which can be used by companies such as Silver Line in order to identify the
key macro environmental factors affecting its operations and activities.
It can also be concluded that the aim of the healthcare organizations have offered high
quality care services to the patients. To attain this objective, the organizational structure has
played an important role. A structured line of authority has brought the improvement in quality
services. Further, the stakeholders of care organizations have different perspectives towards
quality of care services. On the other hand, the Healthcare Managers of care firms have
accountable for various roles and responsibilities in various areas. With the application of change
management models, the management of healthcare organizations have imposed the new
changes and have managed it an effective manner.
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