S3634643 Assignment 1: Management Challenges at Fusion Group

This report provides a comprehensive analysis of Fusion Group, an international corporate specializing in retail marketing and display solutions, facing challenges in integrating its culture and systems. The analysis employs various frameworks, including PESTLE/VUCA for macro-environmental factors, Porter's Five Forces for industry analysis, and VRIO for internal assessments. The report identifies key external influences such as social, economic, and technological factors impacting Fusion's performance, including environmental concerns, internet usage, and economic indicators like inflation and unemployment. It also highlights threats from new entrants, customer power, and competition. Furthermore, the VRIO analysis reveals Fusion's strengths in international scale, technological advancement, and product range, contributing to its sustainable competitive advantage. The report concludes with strategic recommendations to address the challenges and leverage opportunities for future growth.

Assignment 1
Management in practice
Thoa Vu
S3634643

Table of Contents
Executive Summary............................................................................................................................2
Introduction..........................................................................................................................................2
Background...........................................................................................................................................3
Analysis...................................................................................................................................................3
Problem...................................................................................................................................................3
Macro-analysis............................................................................................................................................ 4
Industry analysis........................................................................................................................................ 6
Firm internal analysis............................................................................................................................... 7
Revised problem......................................................................................................................................... 8
Conclusion..............................................................................................................................................9
Appendix.................................................................................................................................................9
References...........................................................................................................................................11
1

Executive Summary
Fusion is an international corporate providing solutions for all retail marketing and
display demands. They have been facing with management challenges in integrating
culture and system into their unified entities. It is necessary to find appropriate
solutions for managers team to maintain the sustainability and develop the company in
large scale.
In order to give out new strategic management, it is essential for us to understand the
current situation of Fusion, all external and internal elements, which are
directly/indirectly influence on their profitability. Therefore, this paper is going to use
different framework to evaluate various issues around Fusion Group. In specific, it is
going to use PESTLE/VUCA (Johnson 2017) for macro-environment analysis, Porter's
Five Forces (Porter 2008) for industrial studies and VRIO (Grant 2014) for internal
element evaluation.
From these frameworks’ analysis, it can be seen clearly the important factors which
Fusion should focus on economic, society and technology due to their serious impacts on
company's performance. It also found out the key factors that highly threats to the
development of Fusion, they are upcoming entrants, power of customers, and their
competitors in the industry. Finally, the VRIO theory helps to understand which internal
element companies should invest to. It reasonably found out that international scale, the
advancement in technology and wide range of products all set in the sustainability
advantage of Fusion.
Introduction
In recent days, branding presents for a person, product, service or an organization
identity. However, in order to be a good model in the community's eyes, it requires a
long and complex process to develop brand image; and definitely it includes marketing
performance in the success of all brand. As can be seen clearly, marketing plays an
important part in every economic lives, which helps owners and customers both
satisfied and beneficial. In Australia, there are many marketing agencies who can be
creative and thoughtful enough to match customers' desires with their ideas in order to
achieve one goal - brand acknowledgement from their customers. And Fusion is a
profound marketing corporation that must be mentioned in this Australian industry. In
this report, it is going to provide the viewers a brief background information about
Fusion. The next part is going to draw some key points about Fusion's management
challenge which prevents them from being successful. In order to find proper solutions,
it is rational to analyze macro-environment issues by using PESTLE/VUCA framework;
research industrial factor with Porter's Five Factor theory; and apply VIRO approach to
see how internal firm works. All of these above will be studied to help managers
understand current trend of stakeholders which are relevant to Fusion Group.
2

Background
The world is at the initiating of a revolution that is fundamentally amending
humankind’s life and work. For instance, smart devices, intelligent robots, self-driving
vehicles, genetic editing represent the dramatic change all around us which is
proceeding at an exponential speed. Historically, the revolutions in the past focus on
improving productivity by enhancing the knowledge of people on digital prospective
and get rid of animal power. Nevertheless, there is a distinction about the Fourth
Industrial Revolution which consists of a variety of new technologies that affect all
regulations and even confuse the definition of humankind (Schwab 2017). The potential
of boosting the organizational productivity as well as reverting all the environmental
destruction in the past from such revolution brings is so vast that addressing all the
challenges regarding adaptability and shifting plays a significant role (Schwab 2017).
Modernization and imaginativeness are considered pioneer factors for a successful
corporation where there is a variety of creative vendors consulting the business.
Specifically, regarding to the retail section, The International Fusion Corporation – a
global corporate established in 2005 by Mr Simon Norman who is currently the Chief
Executive Officer - is a centralized integrated solution for all retail marketing and
display needs. There is a list of specialized bureaus within Fusion such as OPG Global
Solutions, Display & Design International, The Vault, 24 Digital, Construction Zone, Zone
Design, Play Retail, Unlimited Packaging & Display and Retail Reactive which together is
eligible to provide customers with adhesive and productive retailing resolution.
Moreover, with Headquarter in Australia and offices around the world (Hong Kong,
China, and London), Fusion has the availability to access to the most updated movement
of retail worldwide, hence, benefiting all the clients. Generally speaking, the growing
approach of Fusion based on an acquisition system which significantly speed up the
natural progression, however, that actually emerge harmful effects to the core values of
a business, thus, coordinating and adjusting the internal with the external system will
play a key role.
Analysis
Problem
Since having a large portion of multinational companies, Fusion has been facing bunches
of challenges which are obstacles of being flourish and significant in the industry. As
stated, Fusion Group has currently been challenged with finding strategies to combine
cultural and systematic element under a unified organization since its further
development. The term unified entity describes the organization in which people share
the same values, vision and purposes (Markowitz 2011). In addition, integrating cultural
and systematic factors under a unified business means spreading same cultural norms
to all bureaus with the expectation that everyone is brought into a balance association
(Hoyt 1961). Meanwhile, Fusion Corporation is the owner of hundreds of offices and
brands internationally; which is a barrier for them to manage all branch efficiently. It
can be mentioned some of the issues resulted from that such as system integration -
3

difficulties in combination of resources; marketing simplicity - seeking distinguish way
to impress customers with simple promotion; organizational design - difficulties in how
to build and maintain Fusion's structure in right way for now and for the future;
functioning people and culture - recruiting and putting employees in right place with
proper rewarding systems (Heyward 2019). Being able to overcome these issues
depends on how much Fusion managers understand their abilities of finance, how big
the resources are, and their available capabilities. It requires deep knowledge about
internal and external factors which directly or indirectly affects business transactions in
order to build proper strategies to compete with other rivalries in the industry.
Otherwise, it may encounter difficulties from losing their uniqueness, which is attractive
to customers. Failing to integrate multiple systems and culture can also result in
disqualified performance of employees, less attention to organizational priority and
poor customer experience.
Macro-analysis
In this part, PESTEL analysis (Johnson 2017) is going to be used to identify key elements
of external forces. As a result, the manager is properly provided with understanding
about the current situation to acknowledge which elements the business should
maintain developing either which ones should be changed by new strategies (Bonnici
2015). PESTEL framework consists of six categories: Political, Ecological, Social,
Technological, Economic and Legal; so that managers can also use these data from
analyzing these factors for predicting future growth of each factor to consider
opportunities and threats for the business (Alanzi 2018).
In addition, it is necessary to combine VUCA frameworks (Bennis & Nanus 2003) in this
section so as to understand what factors cause the changes in PESTEL; yet there is no
explanation why it need to pay attention to. VUCA basically stands for Volatility,
Uncertainty, Complexity and Ambiguity.
The synthesis of two frameworks is called a confrontation matrix. This is to say that
comparing number within the matrix can decide the most essential factors which is
highly recommended to put efforts to. In addition, it also helps to see where the
potential risks come from. Therefore, it becomes a useful tool for managers to
acknowledge the solutions for reducing loss and gaining profit for organization. The
report is going to analyze three key factors which are conducted as the biggest influence
on the industry.
Social impacts play an important part in the table (Appendix 1). Firstly, it is clear that
Australian does really concern about environmental issue, evidence as follows: 86% of
residents participates in reducing household wastes and carbon footprint into
environment (WWF 2018). Besides, they also pay attention to sexual-orietation
discrimination with the view to the statistic of LGBT communities. According to National
Drug Household (2016), homosexual or bisexual contributes 3.2% while the figure of
other orientation is 2.4% in total. These are to say that Fusion needs to take these issues
into consideration while running marketing/advertisement campaigns to avoid
triggered contents in advertisement. Furthermore, in the digital world, it is
4

understandable that there were 14.7 million internet users by the end of 2018,
increased 3.6% compared to last year 2017 (Australian Bureau of Statistics 2018). With
this in mind, Fusion should focus on innovating their online/physical platform to meet
and go further customer’s expectations.
Economic is one of the most important variables (Appendix 1). Trading Economics
(2019) reported that the Australian inflation rates has peaked the top at 1.6% in the first
half of the year 2019. That said the currency exchange will be low, consequences in the
loss for offshore investment, yet profit when collecting money from international
branches. Moreover, the Australian jobless rate is constantly high at 5.2% (Trading
Economics 2019), give decrease to the reluctant spending and investment in the
industry. In particular, the youth unemployment rate is recorded at 11.9% in July 2019
(Trading Economics 2019), makes negative impacts on Fusion Group, where always
desires for creativity and innovation from young generation.
Technology ranked highly in the list of macro element (Appendix 1). According to ABS
(2018), the proportion of Australian entities takes on innovative actions is 44%, which
illustrates national business’s concern of being creativity and advanced in digital world.
As stated by Deloitte (2015), there is 40% of business actions contributed by digital
interactions in Australia. In addition, the graph (Figure 1) shows a growing trend in
using data for attracting consumers to Australian entities in the near future. It
reasonably indicates that there is an upward tendency in online marketing, particularly
in the revenue from video advertisement is predicted to increase by 25% in 2023
(Figure 2) (PwC 2019). Technology, as a vital part in operating Fusion, is significantly
influencing on Australian business transaction and all over the world.
Figure 1: Australian digital potential influence projection (2015)
5

Figure 2: Internet advertising revenue by PwC (2019)
In summary, macro environment has brought about serious external issues for the
foundation to notice and prepare for predicted upcoming events to avoid unexpected
loss. At the same time, it clearly shows the evidence that Fusion holds salient advantages
to grow rapidly and successfully in the future (technology advantages and big economic
scale).
Industry analysis
Next part is going to analyze Porter’s Five Forces in order to have a better view in
competitive industry (Porter 2008). The theory consists of five forces: threat of
newcomers, bargaining power of buyers as well as suppliers, threat from rivalry and
threat of substitute products (Porter 2008). From the illustration, business is able to
understand external effects to its function, and have chances to build a proper strategic
plan to keep up with the changes from outsiders (Johnson, Scholes, & Whittington
2008). However, this approach can not cover other elements, for example: internal
factors, which also impacts on its activities in large scale. Not to mention the limitation
in not being applied for all industry which these five factors are not playing the prime
parts (Parikh 2018).
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The threat of new entrants is rationally high in the industry because of some reasons
(Ibis 2019) (Appendix 2). The barrier to enter this industry is low since the setting
process just needs a small amount of money for computers and marketing fees (Ibis
2019). Newcomers enter industry with demand of growing their proportion in market
share, since they may adjust their price lower to take advantage and put pressure on the
others (Porter 2008). In addition, the industry mostly concentrated on skills and
knowledge bases, which means even with minimum capital and assets, it is still possible
to compete with giant company just by their impression and creative campaigns.
Same as with the threat of newcomers, the power of customers is reasonably high. It is
believed that the products in advertising industry is way too different from each other,
give customers more choices to find equivalent products (Wilkinson 2013). In addition,
there is a limitation in the number of customers who needs running
marketing/advertising program, which resulted in the increase in service quality of
company, not to mention the strengthening of customers control over (Porter 2008).
Furthermore, there is just few switching costs for customers to change the agency - one
of the factors of a powerful buyers (Wilkinson 2013).
Next, the power of suppliers to bargain ranked low in the industry (Appendix 2).
Supplier is not a elements which genuinely directly influences on advertising industry
because resources and capabilities are mostly comes from special knowledge and skills.
Other tangible resources such as computers or equipment can be bought from various
suppliers with the same price without any difficulties (Slater & Olson 2002).
The threat from the substitute is quite low due to the advancement in technology
(Appendix 2). There are many existing substitute methods in the industry that is able to
take over the digital advertisement from Fusion, such as printed advertisement
(magazines, flyers), broadcast (radio based) and so on (Ibis 2019). In addition, the
substitute performance will be different between high and low investment from big-
small scale company, respectively.
Finally, the competitive rivalry is noticeably high with increasing trend recently (Ibis
2019). The advertising industry has experienced an upward trend in revenue (3.3%
annually), which presents an increase in demand of customers recently (Ibis 2019). As a
result, the difference in quality will be high and various due to the difference in business
culture and visions (Hubbard & Beamish 2011). As stated before, low barrier to entry
allows a greater number of small businesses to enter the market, turning the industry to
low concentration, which strengthen the competitiveness among rivals (Ibis 2019).
To sum up, there are three external factors that Fusion should take into consider to find
solutions for: upcoming new entrants, buyers' interest and competitors in the industry.
They are all strongly influencing on the company's profitability and the way it will build
development strategies in the near future.
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Firm internal analysis
In order to analyze internal element of the industry, the four principles VRIO will be
provided to diagnose and evaluate strategic capabilities, in particular, they are values,
rarity, the inimitability of competence and governmental support (Grant 2014). This
tool is able to bring out the in which level of resources can meet the criteria for
maintaining competitive sustainability (Barney 2002). However, it is challenging for
managers to identify how much should they invest in the prime indicators (Arend and
Lévesque 2010). In addition, it is also a problem to find resources that are able to satisfy
VRIO frameworks (Arend and Lévesque 2010).
Fusion has a large capability on various aspects. They are equipped with creativity and
innovative concept for personal development about gaining diversity, knowledge and
experience. As stated by Fusion, they always put innovation in the central of business in
every business solutions, such as design thinking, communication methods and supply
chain. They also point out other capability to change quickly to adapt unpredicted
situation to meet current demands. Another ability is to integrate multiple cultures,
services and project management to create One Solution for clients.
Move to VRIO analysis, in value element, it is understandable to say that Fusion has a
strong international connection with a valuable chain is driven by the diversity, broad
knowledge and experience of people. However, it is not a usual company size because it
takes time and money to build a wide scale of business as Fusion have done. Focusing on
expressing values internationally for either employees or clients is a good sustainability
strategy.
Furthermore, Fusion requires high quality services while their products are based on
technology. Therefore, investing in innovation of automation in the workplace and in-
store purchase to increase competitive advantage. It is because when there is an
increase in quality of services or convenience, it will enhance the customer’s loyalty and
employees' satisfaction and productivity. However, it seems to be impossible to compete
with various technology outside to bring out the best experience for customers, and it is
costly to imitate as well.
Finally, Fusion is always passionate about providing their customers with a
comprehensive range of products, which is easily done by them due to their enormous
international brands and products. Although there are many substitutes outside,
however, their original products are difficult to replace or imitate exactly since the
copyrights and intellectual property rights. In addition, it is time consuming and money
wasting to invest in operating international stores and branding as Fusion. It is to say
that a wide range of products can become their key strategic management.
Revised problem
The problem of combining cultural and systematic factors under the same entity is
gradually turning to the light with lots of challenges in different categories. However,
once analysing macro environment, five forces and internal element, it can be seen
8

clearly Fusion's advantages and disadvantages in competing with others. It especially
pointed out which elements Fusion managers should focus on when doing new strategic
management plan. In particular, Fusion should take human in the central to draw on
new strategy because of its high rank on the level of influence, yet because the concerns
for human rights is rising year by year. For example, beside creativity development, they
can consider to put healthy balance into consideration, which illustrates their
responsibility in caring and protecting employees physical/mental health. A famous and
effective strategic for employees is quickly spreading and marked in their mind, which
enhances their possibility to share the same visions and values despite different
backgrounds, interests.
Furthermore, they also can invest in building a digital team, who is responsible for
building an online platform for company. Their jobs are not only working on new project
and innovate campaigns, they but also can open line communication between clients
with employees and among themselves. It may be a blog or an online collaboration tool,
where everyone across countries can share common things to get along and to work!
Conclusion
The paper has gone through some analysis ideas for Fusion to consider outside and
inside elements. The PESTLE has pointed out essentially external factors that should be
improved and pay attention to. Meanwhile, the Five Forces showed to which extent the
external component contributes to the industry and Fusion in particular. It also
evaluates the VRIO system to show the most significant elements which should be put in
strategic management. At last, it goes through problems and give brief
recommendations for strategic plan.
Appendix
1. PESTLE/VUCA Analysis
PESTLE TOPIC VUCA (TOTAL)
POLITICAL/LEGAL - Political stability witnessed a downward
trend in recent years. It decreased 1.1 to
0.9 points in the year 2017 (The World
Bank 2017). Due to the unpredictable
landscape, international investors hesitate
to invest money in the industry. (Hewson
2018)
- The changes in policies have significantly
impacted on company regulations (health
and safety, tax policy, minimum wages
rate, consumer laws, etc)
- As a multinational group, foreign trade
11
9

laws play an important part in business
transaction.
ECONOMIC - Inflation rate is high (peaked at 1.6%) in
the first half of 2019 (Trading Economics
2019), resulted in the loss for outside
investment, and benefit for gaining profit
from international branches.
- High unemployment proportion at 5.2%
(Trading Economics 2019).
- Jobless rate in youth is high while they
are a part of creativity and innovation
(Thomas & Gilfillin 2016)
12
SOCIAL - People are more concerned about
protecting the environment with 86%
people participate in recycling and
reducing carbon footprints (WWF 2018)
- Rising awareness about social issues
(racism, gender discrimination,
homophobia) (National Drug Household
2016)
- Australian is affected by the dramatic
innovation of technology. (14.7m internet
user by the end of 2018) (ABS 2018).
13
TECHNOLOGICAL - Digital influences to business interaction
up to 40%, ranked 3rd position after US
(49%) and Canada (41%) (Deloitte 2015).
- Increase in video marketing/advertising;
constitutes 25% in total online advertising
by 2023. (PwC 2019)
- 44% business undertake innovative
activities (ABS 2018)
13
ENVIRONMENTAL - Unpredictable weather causes difficulties
for retail display section. Leading to
change to online marketing to reduce risks
from weather. (Starr 2017)
10
2. PORTER'S FIVE FORCES
FORCES ISSUES LEVEL
Threat of new entrants - Low barrier to entry
- Require less time and cost
to enter industry
- Specialist knowledge
High
10

Bargaining power of buyers - High difference between
competitors
- Limited number of
customers
- Low switching cost
High
Bargaining power of
suppliers
- Various number of suppliers
- There is no uniqueness of
supply
Low
Threat of substitute - Substitute performance
- Number of substitutes
Low
Competitive rivalry - High number of competitors
- Quality differences
- Low market concentration.
High
Appendix 3:
Resources/
Capabilities
Value Rarity High cost to
imitate
Organization
al Support
Value
creation
Strong
international
scale
Y Y Y Y Stability
Advantage
Advancement in
technology
Y N Y Y Temporary
Wide range of
product
Y Y Y Y Stability
Advantage
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