Strategic International Business Management: SweDigi Report Analysis

This report analyzes a case study of SweDigi, focusing on the challenges faced by the company after a change in management. The report explores issues related to people management, including communication failures, employee turnover, and conflicts. It outlines short and medium-term processes for product relaunch, including idea generation, screening, concept testing, and commercialization. The report recommends democratic, strategic, and transactional leadership styles to address the problems and suggests the implementation of models like the ADKAR model and change management models. The analysis aims to improve the company's situation and enhance its productivity. The report also provides recommendations for the CEO to improve the company's performance and achieve its objectives. This report is intended to help students understand the practical application of strategic management concepts in an international business context.

Strategic International Business Management

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Abstract
The report is based on the broad concept of change management. It is a technique which is
use by the company to achieve the objective. Employees and management of the company
faced the issue due to change in the management. In this report, a case study of SweDigi has
been taken into consideration to analyse the issues which are faced by the company after
changing the management. The productivity of the company reduces that is why it has to
implement the short and medium term process of launching the product back on track. The
democratic, strategies and transactional leadership styles are recommended to adopt to
resolve the problems. Although, implementing the models and methods help to improve the
situation of the company such as the ADKAR Model, change management model.

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Contents
Introduction................................................................................................................................2
Issues of people management.....................................................................................................2
Short and medium term process.................................................................................................5
Medium Term.........................................................................................................................5
Short Term..............................................................................................................................8
Leadership Style.........................................................................................................................9
Recommendations....................................................................................................................11
Conclusion................................................................................................................................13
References................................................................................................................................14
Appendix..................................................................................................................................17

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Introduction
Change management is a strategic process of an organisation to achieve the objective. The
change management is an attitude of a leader that can pursue by the people to adopt the
changes in strategic process of organisation (Carnall, 2018). The step of change management
helps in implementation of strategic process in the organisation with the high success. The
leader face some challenges of people management such as failed in objective, fail in
planning and many others. In the case of SweDigi, the CEO of the organisation faced the
issue of people management which will be discussed in this report. In the beginning of the
report, the issue faced by the CEO of the organisation will be discussed in the context of
people management. After that, the techniques will be discussed from which the organisation
can launch the new product. Then, the leadership style that the CEO should be adopt in the
process of launching the new product back on track. At the end of the report,
recommendation will be discussed to improve the situation better.
Issues faced by SweDigi
Communication
The organisation faced the issue of failing down in the objectives due to lack of
communication. There are many reasons behind the poor quality of production and failing
down in the meeting of objective. The lack of communication is one of the issue due to which
the organisation fails to meet the objective (Banaeianjahromi, and Smolander, 2017). It is the
responsibility of the managers to guide the employees for their responsibilities towards the
organisation. If the manager of the organisation fails to guide the employees then it becomes
a reason of failing in meeting the objective.

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In the case of SweDigi, the company change the CEO to earn the high profits and revenues.
As per the parent company, the company rate of profit is decreases due to poor management
and the company need to change the product into the new product. That is why; they appoint
a new CEO for the organisation to adopt the new changes. He introduces the new product to
earn the high revenue but the employees produce the product with the existing plan which is
not beneficial for the organisation. Due to lack of communication between the manager, Jan
fails down in his objectives (Doppelt, 2017).
Due to lack of communication, the manager cannot maintain the relation with their
employees. Mistrust is the reason of lack of communication. It is essential to have the trust
between the employees and manger of the organisation for the success of a plan. The
manager can build the trust by communicating with the employees and understanding the
points of employees. The relation between the manager and employees helps to meet the
objective more effectively (Simoes, and Esposito, 2014). In this case, Jan faced the issue of
mistrust due to which the whole project are stuck in the old habits. It is the issue which is
faced by the manager due to lack of communication between the Jan and his employees.
Employee’s turnover
Employee turnover is a big issue which is faced by the organisation due to low salary and in
satisfaction of employees. Employee’s turnover is defined as the number of employees who
leave the organisation. The company provide the training to the new employees who consume
high cost and time that is not beneficial. The existing employees have the experience to do
their work and understand their responsibility towards the organisation but the new
employees have less knowledge related to their work. The reason behind the employee
turnover is dissatisfaction of employees from the organisation in terms of facilities, respect
and salary (Bufquin, DiPietro, Orlowski, and Partlow, 2017).

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In the case of SweDigi, the employees have different opinion for the progress development
and quality of assurance process due to diversity workforce. The marketing manager of the
organisation quit his job and the production manager also resigns from their job. It has been
seen that the organisation fails in their objective due to many reasons. Employee turnover is
one of the reasons from which the organisation fails to meet the objective. The reason found
behind the turnover is that Jan is not considering their opinions. It is essential to consider the
point of view of every employee but due to different opinion of the employees just because of
different background their thoughts are also different for the particular task; Jan is failed to
listen the point of view of every employee.
Conflict
Conflict is another issue which is face by the organisation due to many reasons. The different
opinion of the employees for the particular task is one of the reasons of raising conflict
between the employees. It is essential for the employees to understand the point of view each
other but if not then it raise the conflicts. Increasing conflict between the employees reduce
the productivity and quality of production which is a disadvantage for the organisation. Due
to conflict in the organisation, the chance of attaining the objectives is failing down (Kuipers,
et al., 2014).
As per the case study, the management team has different opinion towards the progress
development and quality assurance process. The different opinion of the management raises
the conflict between the team that is disadvantage for the organisation in terms of achieving
success in the market. The organisation fails in the project due to different opinion of the
employees towards the progress development. The employees stuck in the old habits due to
which the organisation again faced the loss. The competitors of the company adopt the new
techniques and project to grab the high market share in the market but the employees of the

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SweDigi stuck in the old habits. The competitors in the industry will be increased in the
industry by adopting the new techniques and project.
Short and medium term process
Medium Term
There are eighths steps which the Jan has to follow for the development of new product and
these are as follows:
(Source: Demand Matric, 2018)
Idea Generation
The first step of developing the new product is idea generation. Jan has to analyse the product
by generating in terms of unique features and qualities as compare to the others. The
company has to conduct the market research to evaluate the product as compare to the
competitors. The idea of product should be new to attract the consumers towards the product
and services of the company (Demand Matric, 2018).
Idea screening

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Committee of the company should be analysed the idea of new product. The committee has
the responsibility to reject the bad ideas and support the good ideas. It also has to analyse the
plant and machinery of the company for the production. It is essential to use the new
machinery for the new product. The committee should analyse the good idea of new product
of the company (Claessens, 2015).
Concept testing
After analysing the idea of new product; Jan has to test the concept whether the consumer
attracted towards the product or not. Consumers are the main drivers of the market; it is
essential for the company to understand the demands of the consumers. The company has to
produce the goods as per the demand of the consumers. Concept testing is done to find out
the consumers reactions towards the product and services of the company. Jan has to evaluate
to the product as per the terms of satisfaction of consumers (Rahim, 2017).
Business Analysis
Business Analysis is the main step of developing the new product in the market. In this step,
the company analyse the product is commercially profitable or not. To evaluate the
profitability of the product; it is necessary to analyse the production cost of the product. The
cost of production and selling prices helps to evaluate the profit of the new product. Jan has
to analyse the competitors to set the selling price of the company (Ni businessinfo, 2018).
Product development
The company has to follow the all necessary steps related to product development. Each and
every department has the responsibility to perform their own function for a development of
product. The production department has to make the plans for the production of a product.
Finance department of the company has to provide the financial information to the senior

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management and also provide the financial support to the others department to develop the
product. The advertisement department make the plan to promote the new product of the
company. Jan has to follow the plan to develop the new product in the market.
Test Marketing
Jan has to test the product in the market by producing into a small quantity to analyse the
demand of consumers. Test marketing means to introduce the new product on a very small
scale to evaluate the demand of consumers. If the product fails in the market then the
company stop producing the product. It protects the company from heavy loss and also give
have the second chance to add the new features in the small quantity of product. Jan has to
use this method as a safety device. This method is also beneficial to analyse the reasons
behind the quality of demand (Demand Matric, 2018).
Commercialisation
Jan has to promote the product in the market by investing more in advertisement. The
company requires the large amount to invest in the advertisement and distribution process.
Jan has to promote the product on a large scale across the world. It advertises the new product
at the international level so that the large number of consumers aware about the product of
the company and attracted towards the product. To advertise the new product, the company
can use the media such as social media, radio, television and many others (Claessens, 2015).
Review of market performance
Jan has to take the feedback from the customer through media. Consumers fed up with the
one product and it is requires to develop the changes in the product so that the product will be
more attractive for the consumers. The company can improve the product as per the
suggestions of the consumers that is why it is require to take the feedback from the

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consumers. Jan can get the feedback through social media and by fill the form of feedback.
For the effective performance of the company, it is require to continuously monitoring the
product through the customer feedback.
Short Term
Forecasting
Jan has to forecast the past and current situation of the company related to the product. Jan
has to analyse the strength and weakness of the company to make the strategies to improve
the production of new product. Jan has to know about their weakness which affects the sale
of the company. Forecasting helps the company in reducing the weakness and improving the
strength (Kumar, Luthra, Govindan, Kumar, and Haleem, 2016).
Production Equipment
The production equipment is also a short term concern of the company towards the product.
Jan has to take care about the product equipment to improve the quality of product of the
company. Quality of product helps in attracting the customer towards the product of the
company (Goetsch, and Davis, 2014). The large number of consumer attracted towards the
product helps in increasing sale of the company.
Address issue
Jan has to analyse the reasons behind the weakness of the company which falls down the sale
of product. It has been seen that the company has to analyse the reasons behind the
weaknesses so that it can make the weaknesses into strength. The company also has to
analyse the other issue to address the issues. The company faced the issue of people
management from which the quality of product is reduces as well as the customer also
reduces. Jan has to improve the quality of product to attract the customer towards the goods

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and services of the company. The issues of the company can be reduces by satisfying the
needs of employee. Satisfying employee gives their best towards their responsibility of the
company. The quality of product is improved and the large numbers of customers are
attracted towards the goods and services of the company. Large number of customer means
the high sale of the product (Gopalakrishnan, Libby, Samuels, and Swenson, 2015).
Training
The company has to train the employees by maintaining the quality of product of the
company. Training and development program helps the company in maintaining and
improving the quality of product. To adopt the high technology in the company, it is essential
to train the employees of the company. It has been seen that the company introduce the new
product with high technology. Jan has to take the step to train the employees to achieve the
objective of the company. Jan has to provide the training to the existing employees as well as
the new employees to gain the success in the company. Efficiency power of the employees to
do the work is improved which has positive impact on the quality of product. The quality of
product will improve by providing the training to employees. Jan has to provide the training
to employee which reduces the issue of people management in the company (Tourish, 2014).
Marketing
The company has to promote the product by using the different sources of marketing such as
television, radio, social sites and many others. Jan has to take the initiate to promote the
product with the appropriate manner. It is the short term process but the company get the
advantage in future and for long term.
It is the process of boosting the sale of product in the market which can be taken by Jan for
short term.

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Leadership Style
Jan has to change the leadership style for the effective performance of the company. Jan has
to adopt the democratic, transactional and strategic leadership style. These styles help the
company in performing the performance in an appropriate manner. These leadership styles
are as follows:
Democratic Leadership
Democratic style of leadership states that a leader takes the decision with the concern of each
member. Jan faced the issue of conflict due to different opinion of employees towards the
particular. Democratic leadership encourage the employees to represent their point of view
for a particular task (Fairhurst, and Connaughton, 2014). Employees start participating in the
decision making process of the company. It is a responsibility of a leader to walk with the
team while taking the decision for the company. By understanding the each member point of
view, encourage the employee to perform well. Performance of employees will improve
which is beneficial for the company in maintaining the quality of new product (Antonakis,
and Day, 2017).
Transactional Leadership
Transactional leadership styles states that the leader gives rewards to the employee for their
performances. It has been seen that the rewards and appreciation is the method of motivation
which is used by the manager to motivate the employees (Gieter, and Hofmans, 2015). Jan
has to adopt this leadership style so that the performance of employees will improve and the
quality of product is also improved (Bolman, and Deal, 2017). Leader has the responsibility
to motivate the employees towards the work by appreciating them on their performance. In
this leadership style, Jan can establish the incentive method rule to motivate the employee to
perform well their responsibilities. Motivate employee’s gives their best towards the