Strategic Planning Report: Brook's Strategy and Implementation

This report delves into the strategic planning process for Brook, a voluntary social group providing sexual health services. It examines modeling tools like Ansoff matrix and gap analysis to develop strategic options. The report explores comparative techniques such as benchmarking, industry analysis, and portfolio analysis to understand Brook's activities. It discusses methods for forming the basis of a future organizational strategy, including industry analysis, market segmentation, and human resource planning. The report also outlines a strategy plan ensuring stakeholder participation, criteria for reviewing potential options, and resource implications. It further analyzes organizational values, mission, vision, and future management objectives. The report concludes with a discussion on measures to evaluate the strategic plan and scheduling for its implementation, including dissemination and monitoring systems.

STRATEGIC PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1 PPT ......................................................................................................................................3
Task 2 ..............................................................................................................................................3
3.1 Modelling tools to develop strategic options ........................................................................3
3.2 Develop a comparative understanding ..................................................................................4
3.3 Create options to form the basis ............................................................................................6
Task 4 ..............................................................................................................................................7
4.1 Strategy plan that ensures appropriate participation from all stakeholders of an
organization .................................................................................................................................7
4.2 Criteria for reviewing potential options for a strategy plan...................................................8
4.3 Agreed strategy plan that includes resource implication.......................................................9
Task 5 ............................................................................................................................................11
5.1 Comparing the organizational values ..................................................................................11
5.2 Mission and vision for the organization ..............................................................................12
5.3 Future Management objectives for the company.................................................................12
5.4 Measures to evaluate a strategic plan ..................................................................................13
Task 6 ............................................................................................................................................14
6.1 Scheduling for implementation a strategy plan in an organization......................................14
6.2 Appropriate dissemination processes ..................................................................................15
6.3 Monitoring and evaluation system for implementation of strategy plan ...........................16
Conclusion ....................................................................................................................................18
References .....................................................................................................................................19

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
Modelling tools are the tools which are used with an aim to develop an appropriate
strategic option for the enterprises. Each modelling tools have varied purpose. For example,
Ansoff matrix is the modelling tool which has an objective to suggest an appropriate growth
tactic to the firm. In the similar way, gap analysis it is tool which 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
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markets for instance Europe, for its sexual health services (McLoughlin and Aaker,
2010).
 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. Main objective of this analysis is to determine those procedures
that can move the organisation from its current state to desired future state. 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. Its main objective is
to focus on strategies related to competitors along with culture and capabilities of the
organisation. 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.
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3.2 Develop a comparative understanding
In order to understand the activities of company, it should take assistance from different
comparative techniques. In accordance with the given context, there are three different
comparative techniques (Gretzky, 2010). It consists of benchmarking, industry analysis and
portfolio analysis. The first technique is of benchmarking in which manager of Brook will set
some standard and later on, this will be compared with the actual performance. Here, with an aim
to set the standard regarding sexual health services as being given by Brook, manager of cited
firm can review the activity or work which is being performed by its competitors such as NHS
and General Practitioner (Kaplan and et.al., 2010). By complying with the given type of activity,
Brook can assess that whether it is going on the right direction or not. In addition to this, industry
analysis is another comparative technique which manager of Brook can use. Here, organization
can also perform industry analysis under which the trends, competition level, feasibility etc. can
be scanned. Thus, here on the basis of assessed industry trends, several measures can be taken by
the manager of Brook to improve its services. Furthermore, Portfolio analysis is another most
effective technique. At present, the organization is engaged in giving sexual health services and
advice to 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
young people. Through this way, Brook can perform necessary additions in its services and thus,
can perform necessary improvements in its sales and profits.
3.3 Create options to form the basis
Brook can adopt different types of methods to form the basis of future organizational strategy:
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.
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.
Next significant 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
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sexual advice to the people. Their communication with the customers is needed to be strong and
effective (Steiner, 2010).
One of the methods can be theory of opportunity cost. 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
is being utilized in efficient manner (Berkowitz, 2012).
Practice of continuous improvement can be adopted as another method to form strategy
under which all the business processes can be checked at regular intervals. It is a kind of quality
circle where improvements can be practised at all the levels.
Also, it can make use of workforce competency method. Here, 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 is comprised of 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:
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)
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.
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).
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.
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Appropriate participation from all the stakeholders has positive impact on the company. This can
be understood below:1. 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.2. 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.3. 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.4. 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
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).
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 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
company
by 3%
maximising
profit
margins.
Strategies
will be
planned and
implemented
to increase
the sales
which will
raise
revenue of
the
company.
Give
example of
the strategy
that will be
used to
achieve this
Sales
Manager of
Sales
department
and Finance
department
are
responsible
for it.
Monitoring
and
reviewing of
system is
done by
mapping
strategy.
Resources
implication is
done by
various
marketing
and sales
techniques.
The time scale
is for 3
months.
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objective.
Recruitment
and selection
of 2 doctors,
five nurses
and three
helping staff.
The external
and internal
recruitment
process like
promotion,
transfer and
direct
recruitment.
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
equipment
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
equipment
from the
quality and
technical
departments.
Physical
resources and
financial
resources
will be
required.
Time scale will
be 3 months
TASK 5
5.1 Comparing 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
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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. These 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.
Non-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).
Strategic Framework- Company also focuses on competitive analysis from other
organisations providing similar services to the people. NHS is one of the important competitors
of Brook that avails health counselling and facilities to the society. The firm organises various
health programmes and camp ions to ensure its active existence in the market.
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
Vision is the dream of the organization and it believes what can be ideal conditions for
the community. The vision of Brook is to provide high quality services to its clients. It is
achievable through maintaining an efficient workforce (Grier and Bryant, 2005). The strength
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and stability makes ways for efficiency and productivity from employees and staff members. In
that sense, a strong vision is needed that can drive the people of organization to the 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 kinds of societal firms which can devote highly
towards the betterment of the society. Currently, its vision is to value better health of young
generation of the country and built a support system that develops self-confidence in the
individuals.
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. The
mission is to ensure youngster with free and confidential sexual health services. To gather
significant developments in implementing quality and quantity education and sexual health
services in school.
5.3 Future Management objectives for company
The future management objectives of organization are as follows:
Specific –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 is 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
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