Business Strategy Report: Volkswagen Strategy and Analysis

This report provides a comprehensive analysis of Volkswagen's business strategy. It begins with an introduction to business strategy and its importance, followed by an examination of Volkswagen's mission, vision, goals, and core competencies. The report then delves into factors to consider when formulating a business plan, including communication, innovation, and culture. It uses the BCG matrix to evaluate Volkswagen's strategic position. The core of the report includes an organizational audit using SWOT analysis to identify strengths, weaknesses, opportunities, and threats. An environmental audit using PESTEL analysis is also conducted. The report explores the significance of stakeholders in strategy formulation and proposes a new strategy for Volkswagen. It assesses the appropriateness of alternative strategies, justifies the selected strategy, and outlines roles, responsibilities, and resource requirements. The report concludes with a discussion of SMART targets and their contribution to strategy implementation, supported by references.

BUSINESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Business strategy of company..........................................................................................1
1.2 Factors which must be considered while formulating plan..............................................2
1.3 Effectiveness of techniques businesses need when developing their plans.....................3
TASK 2............................................................................................................................................4
2.1 Strategic positioning of Volkswagen by conducting its organisational audit..................4
2.2 Environmental audit of Volkswagen................................................................................6
2.3 Significance of stakeholders while formulating strategy.................................................7
2.4 New strategy for Volkswagen........................................................................................10
TASK 3..........................................................................................................................................11
3.1 Appropriateness of alternative strategies........................................................................11
3.2 Justify selection of strategy............................................................................................12
TASK 4..........................................................................................................................................12
4.1 Roles and responsibilities of personnel..........................................................................12
4.2 Resource requirement to implement new strategy.........................................................13
4.3 Contribution of SMART targets.....................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Business strategy assumes an exceptionally prominent role in growth as well as
development of each and every sort of association. It is essential for employer to create an
effective plan, which will assist employee to achieve goals and targets in an appropriate way.
Along with this, it is a continuous procedure. Company named, Volkswagen is a top most
automotive firm, which is established in UK (Agyapong and Boamah, 2013). Their main purpose
is to cater quality items to their clients, thus they can improve their market share and in addition
revenues. Along with this, it is must for them to utilize new or unique techniques in their
business, while they are manufacturing products for their buyers. If manager of company
develop some strategies then it will aid them to achieve targets and goals in proficient manner.
Additionally, they have to implement it into their business adequately as it will assist them to
compete their rivals in competitive world. Employer distribute task between their staff members
as per their capabilities as well as skills.
TASK 1
1.1 Business strategy of company
An appropriate plan of firm plays an essential role to fulfil mission, goals, vision, core
competencies and so on. If association create an effective strategy then it will assist them to
decrease cost of products as well as services. Therefore, they can improve their sales and along
with this incomes. Enterprise can compete their competitors at marketplace more effectively.
There are some business strategies which are related with Volkswagen, are discussed as
beneath:
Mission: Organisation wants to create their items as well as administrations
more innovatively and along with this environment friendly as it will
assist them to improve their market share and reputation. They need to
develop their merchandise more attractively, thus, it will help them to
take benefits from their rivals at commercial centre.
Vision: It is essential for firm to maintain quality of their items, as it assist
them to retain their clients and pull more customers towards them.
They have to utilize unique technology in their cars and along with this
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keep up cost of it. As result to, they can enhance their productivity and
sales. Employer of Volkswagen can lead research to know demands of
their purchasers. Therefore, they can fulfil their needs and wants more
effectively as well as efficiently within an appropriate time span.
Goals and objectives: Company need to enhance their clients, as result to they can improve
their revenues and goodwill in marketplace. Additionally, if they want
to compete their competitors, them it is essential for them to increase
their market share. Along with this, they can create plan for item
development. It is must for them to develop some opportunities at
marketplace and take benefits from it. They cater training to their staff
members so that they can achieve their desired goals and targets in a
proficient way. Along with this, it assist them to reduce unnecessary
cost from their business.
Core competencies: Volkswagen has numerous items for their purchasers which will give
them more satisfaction. It is essential for them to utilize best quality of
accessories into their business, as it will aid them to maintain standard
of their products. Enterprise is providing their administrations from last
20 years to their clients.
Manager of organisation has to implement business plan which comprises various stages
and in addition mission, vision, objectives, goals and core competencies plays a prominent role.
BASIS TIME PERIOD
Research 18 days
Identify aim of plan 6 days
Determine profile of organisation 4 days
Documentation 3 days
Choose appropriate strategic marketing plan 5 days
Implementation and evaluation 12 days
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1.2 Factors which must be considered while formulating plan
Fundamental obligation of higher level authority is to create strategic plan for enterprise.
It is essential that, each and every person of company must understand it, thus they can follow it
in an adequate manner. There is an another reason to create plan is that they can attain their
desired goals and targets in an effective as well as efficient way. There are some factors which
must be taken into consideration by employer of Volkswagen, while they are developing strategy
for firm, are mentioned as beneath:
Communication: It is essential for each and every sort of association to develop an open
conversation in company, as result to staff members can share their thoughts as well as
suggestions with their superiors easily. It is must for leader to share plans with their workers so
that they can help them to attain set target. Along with this, manager can get feedback for their
employees through organise some group meetings. Hence, it will cater more growth and in
addition development to enterprise and they can improve their revenues.
Innovation: It is necessary for employer to create items in an creative way as wit will aid them
to pull more clients towards them. Along with this, it is essential to utilize inventive thoughts
into their current goods because it will help to improve their efficiency. Additionally, they can
take benefits from their competitors in marketplace and enhance their profits.
Culture: Each and every individuals has their own values as well as beliefs, which is follow by
them. There are numerous staff members in company, who never accept alternations easily.
1.3 Effectiveness of techniques businesses need when developing their plans
Volkswagen can develop some plans for their business, as it will aid them to achieve
goals and targets in an effective and efficient manner. For this purpose, BCG matrix is utilized
by managers, thus they can compete their operational actions in an adequate way. As indicated
by this matrix, it comprises four units which will assist them to depict growth as well as
development in marketplace. As per this, each and every cell has their own mean, which are
mentioned as below:
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Illustration 1: BCG matrix
Stars: As indicated by this cell, firm is growing very quickly. Along with this, market share of
organisation is much high which will help them to take advantages from their rivals in
commercial centre. They need extra investments in their company so that they can generate more
cash for their business. For example: Volkswagen and Audi is extremely popular brand in
Europe and US as well as it delivers innovative products to market.
Cash cows: As per this unit, growth as well as advancement of firm is very low but market share
of enterprise is much high. Along with this, they can develop cash for them easily as their
goodwill in society is far better. As result to, persons can trust these sort of organisation easily.
For example: Bentley and Lamborghini has high and luxury market also these luxury markets
continuously bring in millions every year.
Dog: It shows that, growth and market share of company is less. If organisation wants
advancement, then it is must for them to eliminate unnecessary cost from their business. Along
with this, if existing items are not providing benefits to firm, then it is must for them create
essential alteration in them or they can stop manufacturing of that particular product. They can
use other option, that they can create new item for their buyers. For example: Commercial
vehicles like vans, trucks and others these products has very low market share.
Question mark: It represents that market share and growth of enterprise is low. Along with this,
it shows that basically company develop new merchandise and administration for their clients
and takes hazards. For example: SEAT (Fiat 500), environmental causes are correlated to it and
its fastest growing market share.
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TASK 2
2.1 Strategic positioning of Volkswagen by conducting its organisational audit
Intrinsic audit is necessary for each and every sort of organisation like Volkswagen, with
assistance of this they can easily identify mistakes as well as errors. For above stated purpose,
they can lead SWOT investigation of Volkswagen company, thus manager of organisation can
easily determine strength, weakness, opportunities and in addition threat (Aithal, 2016). Along
with this, they can achieve their desired targets and goals in an effective and efficient way.
SWOT analysis of Volkswagen is discussed as beneath:
Strength Weakness
 Company has broad portfolio as
comparison to other automotive firms.
 Manager of association utilise
diversification strategy into their
business.
 Cited association has joint venture with
many Chinese auto developers which
will assist them to improve their profits.
 Enterprise has almost 350,000 staff
members in their business.
 They have many new or unique model
for their clients which will cater them
more satisfaction.
 Brand image of Volkswagen is not
amazing as compare to some other
establishment like Toyota.
 United Kingdom's recall rate is too
high.
 Market share of UK is not much
effective (Alsoboa and Aldehayyat,
2013).
 Items which are produced by workers
of Volkswagen, are not much
environmental friendly.
 Car sale of company is not too much as
value of them is too high for customers,
thus every client cannot afford it.
Opportunities Threats
 It is essential for them to focus on their
policies as it will assist them to increase
reputation and as result to, they can
improve their profits.
 Their relationship with car
manufacturer is very long term.
 Rules and regulations which are created
by regulatory body is continuously
increasing.
 Values of crude materials is rising
which can influence revenues of
company.
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 Staff members of Volkswagen develop
cars more creatively as it will aid them
to compete their rivals in marketplace
(Basili and et. al., 2014).
 As people want their life style more
better, so their buying power is
continuously enhancing.
 Price of their cars is much high, thus
they are not able to pull clients of
middle class society towards their
items.
 Value of fuels in increasing day by day.
 Their rivals are utilizing inventive
techniques for their goods which can
influence products of Volkswagen.
 Along with this, international
competition is also increasing
continuously.
Therefore, it has been comprehended that company can utilize their strengths to
overcome from their weaknesses. If they acquire opportunities from marketplace then they can
easily improve their market share and in addition compete their competitors at marketplace. They
need to develop effective strategies; thus, they can improve their customer base.
2.2 Environmental audit of Volkswagen
It is must for every sort of organisation to know their extrinsic surroundings very well as
it can affect business activities directly as well as indirectly. Additionally, it is both uncertain and
uncontrollable (Bozkurt and Kalkan, 2014). Therefore, company has to lead PESTEL
investigation for this, which is mentioned as beneath:
Political factors: It can influence operational exercises of Volkswagen as they are
conducting their business in almost more than 145 nations. Therefore, they can face many kind
of political problems. It is essential for them to develop an appropriate plan, thus they can face
them in an adequate way. Along with this, there are some sector which will help firm to improve
their sales, such as banking and in addition financial sector, because they can provide loans and
advances to persons, thus they can buy it as per their choices. Alongside this, rate of interest is
according to policies of government. Therefore, it is top most challenge to comprehend policies
of each and every country which are facing by Volkswagen. For example, rules and regulations
of China is distinctive as compare to United Kingdom.
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Economic factors: Automotive firms cater growth as well as advancement to each and
every nation, because it contributes in national income of country (Campling, 2012). Alongside
this, they likewise take part in state's GDP. This sorts of organisation helps in success and
development of glass, steel and so forth. This kind of sector never be certain, such as there is a
major issue of crisis which can influence sales of automotive company. Due to, if individuals do
not have much money then they cannot buy car. Additionally, if value of fuel enhancing then
likewise it can affect economic situation of nation.
Social factors: It is an essential factors which assumes an exceptionally prominent role
in growth of Volkswagen. If they want to improve their business, then it is must for them to
develop occupational opportunities for entire society. Along with this, they have to handle social
problems in an adequate way, like road accidents are continuously enhancing day by day.
Therefore, it can give adverse image and in addition Volkswagen need to take care of each and
every sort of issues appropriately.
Technological factors: It plays an important role in each and every form of company. It
is must for organisation to utilize new or unique techniques in their business, thus they can
enhance effectiveness of their items as well as administrations (del Río and et. al., 2011). With
assistance of this, they can render more satisfaction to their customers and along with this,
increase their profits and goodwill at commercial centre.
Environmental factors: This can influence firm negatively as well as positively. There
are some elements which can affect surroundings of country, such as diesel, crude material,
steels and so forth. Hence, it is necessary for Volkswagen that, they need to invest in research
and development which will assist them in their advancement of production and in addition they
can easily secure environment of nation.
Legal factors: It is essential for every sort of company to fulfil legal requirements which
is needed for them. Along with this, they have to follow each and every legitimate which is
related with their business (Firnkorn and Müller, 2012).
Hence, it has been understood that VW has to analyse their external factors also; so that,
they can do their work accordingly. They have to follow legal rules and regulations to conduct
business in right way. If they do not fulfil it then, fines will get imposed on them. It is required
for them to reduce wastage to protect environment from harm.
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2.3 Significance of stakeholders while formulating strategy
Shareholders are an important part for every sort of company as they render growth as
well as development to business. It may comprises a person, group an in addition firm. It is must
for them to take part in each and every activities of company, as they invest their fund in their
business. Along with this, it may likewise consists employees, government, creditors and so
forth. Bondholders always support in every exercises of organisation.
There are many significance of shareholders analysis while developing new strategies,
which are described as beneath:
 It is necessary for bondholders to identify those persons who can affect their business
operations in both form internally as well as externally.
 If employer of Volkswagen needs to enhance performance of their staff members, then it
is must for them to inspire them. Hence, it will assist them to improve their revenues and
in addition goodwill at commercial centre (Godlevskaja, van Iwaarden and van der
Wiele, 2011).
 They have to comprehend nature of every sort of individuals within company, thus if
there is any problem arise they can reduce it with assistance of an appropriate
communication.
 Manager always wants support of their employees, as it will help them to achieve setted
goals as well as targets of Volkswagen.
 Along with this, superior of company can take assistance of powerful bondholders, when
they are going to start their business.
 It is essential to identify those factors which can influence their business plans either
positively or adversely (Houdet, Trommetter and Weber, 2012).
If enterprise wants to achieve more growth as well as advancement then it is must for
them to interpret their bondholders in a careful way.
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Illustration 2: Shareholder's grid
Shareholder analysis can also known as shareholder mapping and it is a fundamental step
which aid to design program in better manner. There are many sorts of bondholders such as an
individual, government, company and many more. They can be internal also, for example
employees. In the context of shareholder matrix, in which included four major contents such as:
 Keep satisfied: In which concluded those stakeholders who has high power and low
interest.
 Manage Closely: These type of stakeholders have high power and high interest due to
this they have rights to take decisions. For example: Large investors, shareholders and so
more.
 Monitor: It includes low interest and low powers stakeholders of the business firm thus
they do not have any rights and powers to take decisions such as employees.
 Keep informed: This is the last content of shareholder matrix, their have low power and
high interest due to this they cannot take decisions but company has responsible to
provide proper information to them. Like, government.
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2.4 New strategy for Volkswagen
It is necessary for each and every sort of firm to develop an appropriate strategy, thus
they can render satisfaction to their clients. Manager of Volkswagen can create guidelines, which
will help to increase more value of their stocks and in addition services between their customers.
Whenever, an association produce new item for their purchasers, then it is necessary for them to
develop new plan. Each and every kind of persons have their own preferences and wants, which
they need to fulfil. Along with this, employer of company accomplish them by sell creative
goods to them. As result to, they can improve their revenues and in addition enhance their
reputation in nation. If their strategy is more adequate then it will aid them to expand their
business as well as products in across the world (Kernbach, Eppler and Bresciani, 2015).
Administrator of Volkswagen create blueprints for cost leadership, along side this, they
need to lead in marketplace through taking benefits of cost. If company wants to enhance their
profits, then it is must for them to reduce prices of their goods and services. Additionally, it
assists them to enhance their market share. Along with this, it is necessary for manager to keep
up quality of their items, as result to they can pull many new clients towards them. Less values
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Illustration 3: Stakeholder analysis example
(Source: Stakeholder analysis, 2014)

will aid them to increase their sales as well as productivity. If they want to accomplish needs and
wants of each and every kind of customers, then for this purpose they can divide market as per
their taste and in addition preferences. Along with this, it will help company to compete their
competitors at marketplace (Killing, 2012).
TASK 3
3.1 Appropriateness of alternative strategies
If any organisation wants to survive at commercial centre then for this, they need clients
and in addition they have to beat their rivals. There are many competitors of Volkswagen, for
example, Toyota. Hence, it id essential for organisation to analyse them in an adequate way,
therefore they can make strategies as per the circumstances. There are various plans which can
be utilized by them, are mentioned as beneath:
Market entry: It is like a planned exercise and along with this, association wants to deliver their
products to target market. Whenever, an enterprise enters into an international market then they
have numerous options for them. It can comprises risk and in addition too much cost. It is must
for manager of company to maintain contacts with other individuals also and for this aim, they
can acquire many other firms. As result to, it will provide them more growth as well as
advancement (Li, Zhou and Si, 2010). Hence, they can attain their setted goals as well as targets
in an effective and efficient way.
Substantive growth: If Volkswagen wants success of their enterprise then it is essential for
them to create more items and in addition market. Along with this, organisation can diversify
their commodities in other markets then it will assist to decrease risk and enhance their revenues.
Additionally, it helps them to compete their competitors at commercial centre. It may comprises
three elements, like liquidation, turn around strategy and in addition divestment.
Limited growth: If organisation wants to increase their market share, then it is must for them to
develop more merchandise for their customers. Enterprise can offer their products and services in
numerous areas, as result to, they can improve their reputation across the world. Along with this,
it will cater success to association and in addition they can beat their rivals in competitive world.
Retrenchment: If firm wants to achieve their setted targets and goals in an appropriate way then
it is must for them to spread out their business and items. If they do not accomplish wants of
their staff members then they have to sale their resources. This methodology can be utilized by
11

company, therefore, they can cut their expenses and as result to, they can become financial stable
(London and Hart, 2010).
3.2 Justify selection of strategy
Market entry: If an organisation enters into a new premises then they can increase their profits
and in addition enhance their reputation at commercial centre. It is essential for them to make
contracts, if they want to move into into foreign marketplace. Along with this, they can choose
option of merger as will assist them to render financial help.
Substantive growth: Company can utilize methodology which is called as related
diversification as if organisation diversify their items then they can easily reduce risk which is
associated with them. Additionally, they can improve their revenues. As result to, they can target
some extra customers, hence they can enhance their goodwill at commercial centre. Manager of
Volkswagen can utilize creative ideas, because it will provide them more success and
advancement. Along with this, it is needed for them to investigate their surroundings, therefore,
they can develop policies accordingly (Markus and Loebbecke, 2013).
Limited growth: Manager of Volkswagen can utilize methodology of product improvement, so
that they can take benefits from their rivals. Along with this, if organisation wants to enhance
their reputation then it is essential for them to create attractive designs along with advance
features. There are some other strategies which can also be utilized by association such as market
development and in addition market penetration, but if they want to use this method they have to
be strong financially.
Retrenchment: Best strategy for this is liquidity selling, due to this, they can complete their
transactional exercise and can easily take financial assistance. Along with this, they can pay their
dues and credits within provided time. They can accomplish their goals and objectives more
effectively. As result to, they can compete their rivals and enhance their reputation at
commercial centre.
TASK 4
4.1 Roles and responsibilities of personnel
If any company wants success and growth, then it is must for them to develop strategies,
thus they can accomplish their task in an effective way (Matt, Hess and Benlian, 2015). It must
be fulfil by employer as it assist to lead team in a proper manner and in addition staff members
12

can perform their work appropriately. Therefore, a personnel of firm assumes an exceptionally
prominent role to execute all plans adequately. Manager has to execute their roles as well as
responsibilities, thus they can attain goals and targets within provided time span and improve
their profits. Objectives must be set for long term purpose so that director can gain long term
revenues. There are some essential roles and responsibilities of a personnel, which are mentioned
as beneath:
 It is an essential obligation of employer to divide work among workers according to their
abilities, skills, knowledge and so on. Thus, they can achieve their objectives as soon as
they can.
 It is must for director to maintain an appropriate communication between all departments
so that staff members can easily share their data and information with their manager
without any fear. Additionally, they can give suggestions to any issues which will aid
them to increase their revenues and goodwill at marketplace (Morris, 2012). Director of Volkswagen has to look over ethical consideration, thus people can
accomplish their task in a proficient manner. As result to, interest of any person never get
influenced. Hence, it will aid in their retention as they do want to leave their job.
Along with this, every business firm has different departments which helps to manage
and control all over operations and activities such as follows:
 Finance: It is one of the major department of Volkswagen, without finance a company
cannot significantly survive within the market place. This department records all financial
information and maintain records.
 Human resource: HR department aids to manage and control all over employees of the
company. Thus, major roles and responsibilities of HR department is recruitment,
selection, managing, training and development and so more. Admin: This department of the company manage and make proper schedule of all over
activities and operations of the business firm.
Role and responsibility of Finance manager:
 They have to develop annual budget for an organisation. Employer has to give essential information and data to management; therefore, they will
do work accordingly.
Role and responsibility of HR manager:
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 They need to impose strategies or policies; hence, workers relation, security, performance
etc. will managed. They have to cater training to their staff members to improve their work efficiency.
Role and responsibility of Admin manager:
 They need to schedule each and everything in a proper manner.
 Provide guidelines so that operational activities will run smoothly.
4.2 Resource requirement to implement new strategy
While implementing new strategy in action, so there are includes different type of
resources such as follows:
 Human resource: Human resources are plays important role in implementation process
of strategy in organisation. Due to, it is very important to have some effective working
quality and skills in employees. With the help of them, they will systematically perform
their decided task and appropriately utilise new strategy in their works (Segers and
Inceoglu, 2012). For example: At this time approximately 626, 715 number of employees
are working in Volkswagen company.
 Financial resource: It is one the major resource in implementation of strategy. Without
availability of fund in organisation, that cannot survive in competitive market place as
well as cannot effectively implement strategy in action. For example: financial status of
the company represent their capabilities and powers. Thus, at this time revenue of
Volkswagen is $ 240,264 Million.
 Time and material resources: For effectively implement new strategy within
organisation, so there has require an specific time schedule and time frame. As per that
will complete all business activities and operations in effective manner.
 Technology: Technology plays important role in implementation process of strategy.
With using smart and new techniques, cannot take proper benefits from strategies as well
as cannot systematically mange all over activities. Along with this, all these resources are
plays important role in this process (Sluyterman, 2013). Because with the help of them
systematically manage any problems and issues related to business firm then they will
resolve with better solution in minimum time period. For example: Volkswagen use and
adopt several new and smart techniques with in the organisation for producing smart and
advance cars with better features.
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4.3 Contribution of SMART targets
For achievement of organisational goals and objectives in effective manner. So cited
company SMART target method can be used in their working system. Sit includes some stages,
which will explaining under following:
 Specific: In the first stage of this method, should clarify and identify major objectives
and goals of the business organisation. Then employees of enterprise will effectively
attain their long and short term targets in minimum time period (Staake, Thiesse and
Fleisch, 2012). For example: Volkswagen of major goal is to provide attractive offers,
safe and environmentally sound vehicles to customers so that they can compete with
tough market competitors.
 Measurable: Desired targets and goals of enterprise should be measurable in appropriate
manner. Then that will take corrective action regrading any situation as well as helps in
resolving problems with better solution. For example: As per above define objectives of
Volkswagen then have to be measure all objectives and targets of Volkswagen with help
of effective method and tools.
 Achievable: It is must that targets which are decided by manager must be attainable
within specific period of time. Thus, they can improve their revenues and reputation in
marketplace. Along with this, it is must tom provide resources to workers on time, so that
they accomplish their work within minimum time frame. For example: In this stage,
targets and goals of the Volkswagen have to be achieve by their employees in a effective
and efficient way. So that it can be get success as well as compete with major
competitors.
 Realistic: It is essential that, targets have to be real, not imaginary. Hence, manager can
easily examine their objectives with setted standard. As result to, it will provide growth
as well as development to association. For example: Volkswagen objectives and goals
should be realistic and reliable in nature so that which can attain by its employees.
 Time bound: Goals which are setted by firm people have to fulfil it within an
appropriate time span. Therefore, they can accomplish needs and wants of buyers as per
their demands (Sum, 2011). As result to, it will assist them to improve their revenues and
in addition market share. For example: In the context of Volkswagen all targets and
15

objectives should be arrange in proper sequence with time frame so that employees can
attain their targets in proper time schedule.
CONCLUSION
As per above mentioned report it has been concluded that if an organisation develop
strategies for their association then they can easily attain their setted goals and targets. They need
to decide their mission, vision, targets and so forth. If company wants to take benefits from their
competitors, then they can utilize various tools and techniques. Along with this, they can conduct
organisational audit to identify mistakes or errors. Bondholders plays an essential role in every
sort of enterprise as they will give growth and development to them. It is needed for them to use
plan in a systematic way. Along with this, employer has to communicate all methodologies to
their staff members, so that they can help their leader to accomplish desired goals in an effective
and efficient manner.
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