Strategic Management Analysis of Whittaker's - DBN 603, Term 2 2018

This presentation provides an overview of Whittaker's strategic management, starting with an introduction to the company and its mission to craft the best chocolate in New Zealand. It delves into the company's strategic objectives, including an improved mission and vision focused on quality and brand love. The presentation also examines Whittaker's organizational chart and accounting concepts, specifically the conservatism concept. Market segmentation strategies, including psychographic, geographic, and behavioral segmentation, are discussed along with product positioning tactics related to product, price, place, and promotion. Furthermore, the presentation addresses human resource problems, such as health and safety concerns, resistance to change, and strategies to improve employee well-being and productivity. The conclusion emphasizes the importance of mission, vision, organizational structure, accounting practices, market segmentation, and HR management in achieving the company's strategic goals.

BUSINESS MANAGEMENT
AND STRATEGIC
MANAGEMENT

INTRODUCTION
 Whittaker’s is crafting chocolates since 1896.
It is the second largest chocolate brand in
New Zealand.
 The company do not compromise when it
comes to finding ingredients. The company
offer taste as per the destination and
artisans. It also offers blocks, minilabs, slabs,
chunks, toffee milks and santé bars.

STRATEGIC OBJECTIVES
 The mission of Whittaker’s is to carry forward
it’s expertise in chocolates and confectionary.
 The vision of company is to make the best
and most delicious chocolate in the country.
 The long term objective of company is to
execute a cohesive Omni channel approach
to the customers (Michael, Storey & Thomas,
2017).

IMPROVED MISSION AND VISION
 The improved mission of Whittaker is to built
reputation upon quality and commitment to
the continuous improvement.
 The improved vision of the company is to
work together to create a brand people love.
 The improved long term objectives aims to
achieve goals of company. The goals of
Whittaker’s are not limited to improve
profitability, increase volume and provide
stability. The criteria of long term objectives
are:

 Acceptable: The long term objectives of
company are designed to be acceptable to
the external parties.
 Flexible: The objectives amend by company
are adaptable in the competitive and
environment forecasts.
 Measurable: The objectives of Whittaker are
measurable over time. For instance, the
company aims to increase profits by
launching new range of chocolates in the
market.

 Motivating: The employees are most
productive when the objectives are set out at
a monitoring level. It takes time and effort to
develop objectives but these are more likely
to motivate.
 Suitable: The mangers of company are
required to understand the criteria which
evaluates the performance.
 Understandable: The managers are required
o understand at all levels what is to be
achieved.

ORGANIZATIONAL CHART

ACCOUNTING CONCEPT
 The company considers the conservatism
concept in which revenues are recognized
only when there is reasonable certainty of
realisation. It recognises the expenses sooner
and there is reasonably possibility that what
will be incurred.
 In this concept expenses and liabilities are
recorded as soon as possible. These should
be recorded only when the company is sure
what will occur.

MARKET SEGMENTATION AND
PRODUCT POSITIONING
 The market of Whittaker is segmented on the
basis of three factors:
 Psychographic segmentation: The
segmentation in Whittaker is done on the basis
of size such as bars, small blocks, large blocks,
chunks and slabs.
 Geographic segmentation: The geographic
segmentation is done on the basis of rural,
urban and semi-urban (Daspit, Chrisman,
Sharma, Pearson & Long, 2017).
 Behavioural segmentation: In the behavioural
segmentation market is divided on the basis of
certain characteristics.

 Positioning helps Whittaker to do activities to
market it’s products to it’s customers.
 The positioning helps to create image of
product through promotion, product, price
and place.
 Product: The packaging of products is
beautiful and attractive to everyone.
 Price: The price of the product are valued by
the emotional benefits. The happiness, care
and love is shown by the price paid for the
chocolates.

 Place: The chocolates are produced in
Porirua, New Zealand. It is the second
leading brand in New Zealand. The company
has sales office throughout the country.
 Promotion: The company advertises through
TV, internet, newspapers and magazines. The
sales promotions are done through brand
ambassadors. The offers and value packs
have equal role in promotions.

HUMAN RESOURCE PROBLEMS
 The human resource faces problem related
health and safety measures. It is also
important for the general wellbeing of
employees.
 The health of staff deteriorates due to the
high demands and limited time.
 The pressure put on employees can reduce
their productivity.
 The resistant to change the problem faced by
the human resource as people do not easily
like to adopt changes.