Strategic Planning: Models, Techniques & Implementation at Brook

This report provides a comprehensive analysis of strategic planning, focusing on how various models and techniques can support the organizational objectives of Brook, a voluntary social group offering sexual health services. It discusses the application of tools like the Ansoff Matrix, Gap Analysis, and Mintzberg's 5Ps to develop strategic options. The report also examines comparative understanding through portfolio and market analysis, consultation, and benchmarking. Furthermore, it details the creation of strategic options based on industry analysis, market segmentation, manpower planning, opportunity costs, and continuous improvement. The report includes a strategy plan ensuring stakeholder participation, criteria for reviewing potential options, and an agreed strategy plan with resource implications. It also compares organizational values, mission, and vision, outlines future management objectives, and suggests measures to evaluate the strategic plan. Finally, the report addresses scheduling for implementation, dissemination processes, and monitoring and evaluation systems for the strategic plan's execution within the Brook organization.

Strategic
Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Task 1 PPT.......................................................................................................................................1
Task 2...............................................................................................................................................1
3.1 Modelling tools to develop strategic options.........................................................................1
3.2 Develop a comparative understanding...................................................................................2
3.3 Create options to form the basis............................................................................................2
Task 4...............................................................................................................................................3
4.1 Strategy plan that ensures appropriate participation from all stakeholders of an
organization.................................................................................................................................3
4.2 Criteria for reviewing potential options for a strategy plan...................................................4
4.3 Agreed strategy plan that includes resource implication.......................................................4
Task 5...............................................................................................................................................5
5.1 Comparing the organizational values....................................................................................5
5.2 Mission and vision for the organization................................................................................6
5.3 Future Management objectives for the company...................................................................6
5.4 Measures to evaluate a strategic plan....................................................................................7
Task 6...............................................................................................................................................7
6.1 Scheduling for implementation a strategy plan in an organization.......................................7
6.2 Appropriate dissemination processes....................................................................................8
6.3 Monitoring and evaluation system for implementation of strategy plan...............................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

INTRODUCTION
Today, the corporate world requires comprehensive collection of efforts to coordinate
between the vision, mission and strategy of an organization with the resources available to it.
Strategic Planning a management activity focuses on establishing targets and strengthening
operations required, ensuring that the employees and stakeholders work towards the set
objectives and frame agreements for intended outcomes. It helps to adjust the organization's
proceedings according to the changing environment. Here the report investigates how strategic
planning models and techniques supports the organizational objectives of Brook, a voluntary
social group providing free and confidential sexual health services to the young people up to age
of 25 in UK.
Task 1 PPT
Attached
Task 2
3.1 Modelling tools to develop strategic options
Please add 1mintzberg’s strategies –deliberate and emergent (market response strategy)
Or product portfolio or strategic alliance; merger; acquisition (expansion strategy)
Brook can adopt different types of models in order to develop strategic options.
Ansoff Matrix
 Market penetration – In this option company seeks to achieve growth with existing
services in the existing market segments. Brook can increase its market share by
widening the range of its sexual health services (Alon, Jaffe and Vianelli, 2012).
 Product development – By using this strategy company develops new products which are
targeted to its existing market segments. Under this option, Brook can develop new
services for its young age customers.
 Market development – With this option, company seeks to achieve growth by targeting
its existing products to new market segments. Company can make efforts to identify new
markets for instance Europe, for its sexual health services (McLoughlin and Aaker,
2010).
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 Diversification – Brook can also adopt differentiation strategy under which new health
service can be given to the customers apart from the sex health services
Gap Analysis
Brook can make use of Gap analysis technique for comparing the actual performance
with the desired performance. It will help in determining the real potential of the company. It is
planning to establish a Steering Group consisting of five centres (Terpstra, Foley and Sarathy,
2012). Hence performance of each centre can be measured after establishing performance
standards. It will help in finding out the gapes in the performance of each centre.
Mintzberg model
Mintzberg model can be used in order to develop a strategic option. According to him,
there are 5Ps of the strategy and each of them is a different approach to strategy. These are as
follows:
Plan – Planning is something which comes naturally to the people. It is an essential part of the
strategy formulation process.
Ploy – It is about analysing the strength of the competitors. This is where the strategy can be a
ploy as well as a plan.
Pattern - It states that a consistent and successful approach of doing the business can be
developed into a strategy.
Position – It states that how the company position itself into the market. The Brook can decide
what is fit between the environment and itself and accordingly a sustainable competitive
advantage can be developed.
Perspective – Under this approach, Brook can make choices about its strategy by relying heavily
on its culture.
3.2 Develop a comparative understanding
apply any 2 from these
.benchmarking
.industry analysis
.Niche market
.porter five forces
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In order to understand the activities of the company, following points can be considered:
 Portfolio analysis – At present the organization is engaged in giving sexual health
services and advice for the young people. However the portfolio can be made stronger
with more services (John, 2007). Apart from sexual advice, Brook can also impart advice
on other health issues of the young people.
 Market analysis – At present Brook has targeted its services on young people up to the
age of 25. Adult and old age group people can also be considered for the services. It can
increase the market share for the business.
 Consultation – It is evident that talking about sexual things is somewhat hesitating for the
people. They fear of discussing something which is very personal. It is the biggest
obstacle which restrict the company to provide good services (Gretzky, 2010).
 Creating awareness – There is a lack of awareness among the masses related to the sexual
health and information. Hence there is a need to create awareness among them so that
they will be able to consult freely about their problems.
 Efficient workforce – An efficient workforce is needed which is capable of imparting
quality level of sexual advice to the people (Kaplan and et.al., 2010)
 Benchmarking – Under this approach, company can standardize all its business practices.
For instance performance standards can set at all the levels. It will aid in comparing the
actual performance with desired performance.
 Industry analysis – The organization can also perform industry analysis under which the
trends, competition level, feasibility etc can be scanned.
3.3 Create options to form the basis
.Situational analysis
.value based strategy
.reconfiguration
.Profitability
.Continuous improvement
.work force competence development
.customer specification & taste of prfrence
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Brook can adopt different types of methods to form the basis of future organizational strategy:
 Industry analysis – First of all it is very essential to perform industry analysis. It means
the complete market is required to be scanned so that existing trends can be known. The
industry under which the Brook is operating is very sophisticated (Li, 2010). Company
can face many issues in getting the customers for the services.
 Market segmentation – Another thing which is to be done is to perform market
segmentation. Brook needs to find out effective customers for its services. For instance
they are having only young age customer segment, efforts are to be made to engage adult
age people also (Smith, 2013). It will work towards increasing the market share for the
business.
 Manpower planning – Another important thing which is to be performed is the planning
of human resources. Company will need an efficient workforce needed which is capable
of imparting quality level of sexual advice to the people. Their communication with the
customers is needed to be strong and effective (Steiner, 2010).
 Opportunity costs - It is the value of the next best alternative forgone use of a particular
resource. It defines the relationship between scarcity and choice. The concept of
opportunity cost plays an important role in ensuring that scarce resource are being
utilized in efficient manner (Berkowitz, 2012).
 Continuous improvement – Practice of continuous improvement can be adopted under
which all the business processes can be checked at regular intervals. It is a kind of quality
circle where improvements can be practiced at all the levels.
 Workforce competence development – Competency of the employees can be enhanced
by imparting them quality level of training and learning. Focus can be paid on improving
their skills and preparing them for the challenges.
Task 4
4.1 Strategy plan that ensures appropriate participation from all stakeholders of an organization
The Steering Committee of Brook comprising managers of five centres and key staff of
the central office ready with the new strategic plan for proper development of the company.
Now, to make aware of the whereabouts of plan all stakeholders are informed through various
mode, which are as follows:
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 Shareholders: Shareholders are made well- informed about the business activities,
policies, programs and new ventures through the annual general meetings. These
meetings are hub for discussing strategies and techniques between the management and
the shareholders (Harrison, 2010). Government: UK government will receive the new strategic policy of the social group
Brook through reports and researches. These reports will be scrutinized and analysed by
the respected authorities before giving prior approval. Employees: The employees working for the firms will be communicate through mails
and notices on the display boards, as they are the primary roots for the implementation of
strategic plan (Zuckerman, 2012). Customers and society: The customers and society are the end-users of these plans yet
they play a crucial part. Here, press and media are effective mode of communication to
highlight the new products and schemes of the firm.
Appropriate participation from all the stakeholders has positive impact on the company. This can
be understood below: Attractiveness to stakeholders: The management of the company participate in various
activities and procedures to attract its shareholders. As the stakeholders act as backbone
for Brook, their active participation provides smooth functioning and desired output. Reviewing options: It is necessary to monitor and control the business activities of
Brook. Therefore, periodical meetings are organised time to time. Reports are prepared
and published to the government. Employees are informed through notices on display
board. While, the customers are informed through press release and mass media about
company’s various products and services. Stakeholder involvement: Stakeholders are directly influenced by the working of
company. Their participation and involvement builds trust and confidence in the
company. Their feedbacks and suggestions are invited and taken in consideration by the
management and authorities of the company.
 Communicate value: Brook is focusing on strong communication links between the
company and its shareholders, suppliers, employees, customers and society. It is using
different mode of communication channels to convey its organisational goals to the
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stakeholders. Through these activities the strategy plan of the company is implemented
effectively.
4.2 Criteria for reviewing potential options for a strategy plan
New strategic plan framed by the committee of the social group emphasizes on product
development and inclusion of more advanced facilities (Linn, 2008). The different criteria
Steering Group adopted are as follows: Feasibility studies: The use of feasibility study to make assessment of the practicality of
the proposed project planned is done. Group has planned to provide medical treatments
for other health issues, introduction of consultancy services by medical practitioners and
experts and diagnoses facilities for chaotic diseases are its new venture to grow upon. Cost-benefit analysis: Cost-benefit analysis examines the impact of activities performed
over the cost incurred. It will be ensured that the expenses occurred on any business
activity ultimately provide profits to the firm in short or the long term (Turki, 2011). Sensitivity analysis: Assessment will be made on the basis of risks involved in each and
every business activity. This will reveal the threats which may occur in the form of
competition, substitution and technological advancement to Brook.
 Consistency with organisational values: Another criteria is to measure the consistency
for organizational values maintained while performing various old and new strategies and
tasks of the firm. The involvement and adaption of set standards by the workers builds
trust and loyalty among the customers and society (Turki, 2011)
4.3 Agreed strategy plan that includes resource implication
. The below table reflects agreed strategy plan which includes resource implication:
Goals and
objective of
brooks
strategy Responsible
person and
department
Monitoring
and
reviewing
system
Resources
implication
Timescale
In order to
increase the
revenue of
Strategies
will be
planned and
Sales
Manager of
Sales
Monitoring
and
reviewing of
Resources
implication is
done by
The time scale
is for 3
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company
by 3%
maximising
profit
margins.
implemented
to increase
the sales
which will
rise revenue
of the
company.
department
and Finance
department
are
responsible
for it.
system is
done by
mapping
strategy.
various
marketing
and sales
techniques.
months.
Recruitment
and selection
of 2 doctors,
five nurses
and three
helping staff.
The external
and internal
recruitment
process will
be applied
here.
Human
Resource
manager and
HRM
department
will be
responsible to
recruit
qualified
people.
Meetings and
use of mail
system will
be used to
monitor and
review the
recruitment
process.
Advertiseme
nt,
employment
agencies and
educational
institutions
will be
considered
for resource
implication.
Time scale for
the objective
will be 2
months.
To bring new
advanced
machinery
and medical
equipments
for Brook.
Quotations
and tenders
will be
acquired
from
different
medical
equipments
and
machinery
firms .
Laboratory
technicians
and technical
department
are
responsible
for the same.
Regular
inspection
and stringent
check of
machinery
and
equipments
from the
quality and
technical
departments.
Physical
resources and
financial
resources
will be
required.
Time scale will
be 3 months
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Task 5
5.1 Comparing the organizational values
The core organizational values of Brook are more concerned with the society. It is a
socially oriented company which is provider of free and confidential sexual health services for
the young people. At present the objective of the company is to create awareness about the
sexual issues among the people. The core organizational values within the context of Brook can
be stated as follows:
Ethical - Company is required to follow the ethical framework in the fulfilment of its
responsibilities. The privacy of the people seeking for sexual health services must be respected.
All the rules and regulations are to be followed, keeping a distance from frauds and
misrepresentation (Satya, 2009)
Social – The services offered by the company is of controversial nature. It is evident that talking
about sexual things is somewhat hesitating for the people. This social issues can have an impact
on the services of the company. In that case, every action is to be adopted on the basis of
strategic planning.
Profit - Brook is the only national voluntary sector provider of free and confidential sexual
health services and advice for the young people. Profit is not the ultimate objective for this kind
of organization (Trotochaud, 2006). Apart from that they are offering services for free and hence
it can be difficult to cover the costs involved in the business.
Management style – In order to manage the working of the Steering Group, company needs to
adopt an appropriate management style. The selection of the style also depends upon the
situation. The managers of the five centres can be engaged in the strategic planning process.
Their views can play an important role in the decision making process (Young, 2000).
It can be interpreted that core organizational values of Brook are same as its business
objectives. For instance in order to implement the new strategy, company also engaged the views
of the young people into the process through discussions.
5.2 Mission and vision for the organization
Vision
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Vision is the dream of the organization and it believes what can be ideal conditions for
the community. The vision of the Brook is to provide high quality services to its clients. It is
achievable through maintaining an efficient workforce (Grier and Bryant, 2005). The strength
and stability makes ways for efficiency and productivity from the employees and the staff
members. In that sense a strong vision is needed which can drive the people of the organization
to its final destination. It should be established according to the potential and strength possessed
by the business. The vision of the Brook is to serve the society in best manner possible. This
vision is appropriate because there is a need of these kind of societal firms which can devote
highly towards the betterment of the society.
Mission
Mission is the next step in the action planning process where the vision of the company is
grounded in the practical terms. It defines what the company is going to do and what the reasons
behind them are. The mission of the Brook is to create awareness about the sexual issues among
the people (Horwath and Morrison, 2007). The aim is to associate with high number of schools
and institutions so that there services can achieve expansion. Company also expects to employ
better treatment and medication facilities for the users. This mission statement is appropriate for
the company because it will assist them in fulfilling the aim which they are looking for.
5.3 Future Management objectives for the company
The future management objectives of the organization are as follows:
Specific – The Company expects to provide high standard services in the context of sexual
health issues. It means high level of flexibility and transparency must be given to the people
(Sibbald, Shen and McBride, 2004). They should be allowed to share the information with
comfort. The identity of the clients are not to be disclosed without their prior consent.
Measurable – The aim is to achieve better handling of all the business centres of the company.
Better accountability and responsibility is to be maintained at all the levels. The managers must
deliver good managerial skills so that better outcomes can be achieved.
Relevant – Company is also required to follow an ethical framework throughout the business
(Alon, Jaffe and Vianelli, 2012). The service is about a sensitive issue hence there are certain
ethics associated with it. The customers generally hesitate to talk about sexual content. Hence
they should be given the comfort level and environment to share what they want to share.
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Attainable – It is also essential to make optimum utilization of all the financial resources
(Terpstra, Foley and Sarathy, 2012).. It is expected that it will bring valuable results for the
services.
Time-bound – Brook is required to target young adults also who are above 25 years of age.
5.4 Measures to evaluate a strategic plan
Following measures can be adopted in order to evaluate the plan:
 Feedbacks – It is the most commonly used technique for evaluation. The plan can be
evaluated by taking feedback from the people associated with it. For instance views
related to progress of plan can be obtained from the employees (Kaplan and et.al., 2010).
For that purpose survey or questionnaire process can be performed.
 Regular meetings – Another approach is to perform meetings at regular intervals. At
these meetings, progress of the plan can be discussed. The loopholes and gaps can be
identified. All employees can be involved and their views can be taken for control.
 Adopting appropriate management style – There is a need to make use of a suitable
management style which can get the things done from the others. It will improve the
quality and service (Smith, 2013). It has to be selected as per the conditions.
 Balance scorecard – It is a strategic performance management tool which can be used by
the managers in order to keep the track of the execution of the activities. It will help in
controlling the consequences arising from the strategic plan. It is very effectual in
improving the internal and external communication.
 Benchmarking - Under this approach, firm can standardize all its business practices. It
means performance standards can be set at all the levels. It will help in comparing the
actual performance with desired performance.
 Rating – Rating approach can be used to measure the success of the plan. The people
associated with the plan can be asked to rate the project.
Task 6
6.1 Scheduling for implementation a strategy plan in an organization
Task Activities Weeks
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