Leadership and Digital Marketing in Wirkkala's Expansion Strategy

This case study examines Wirkkala, a small to medium-sized manufacturing organization producing fruit smoothies and natural juice drinks. The analysis focuses on the company's expansion plans, including diversification and global branding, and the leadership challenges associated with these goals. The report highlights the company's autocratic leadership style and its impact on employee motivation, performance, and working culture. It further explores the potential for high employee turnover and the importance of effective leadership in achieving expansion objectives. The study also assesses the advantages Wirkkala possesses, such as its established market presence and strong supply chain, alongside the challenges it faces, particularly concerning its digital marketing strategy and the need to adapt its leadership approach to foster employee engagement and support its growth initiatives. The analysis concludes with recommendations for leadership development and the strategic use of digital marketing to enhance Wirkkala's expansion efforts.

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................1
Question 1........................................................................................................................................1
Overview of organisation and development plan........................................................................1
Leadership challenges Wirkkala may face towards keeping the organisation directed in
achievement of expansion goals..................................................................................................3
Critical evaluation of both advantages that Wirkkala possess and challenges the company may
face..............................................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Organisational development is an important aspect that includes identification and
acceptance of various number of opportunities to sustain in market for longer period of time. The
direct impact of development activities is ascertained over the productivity and earning capacity
of an organisation. Management of an organisation has the duty to analyse the market
opportunities by itself or took the help of external agencies. Selection of most appropriate
direction contained same importance as had by identification of opportunities process. It can be
achieved successfully in the situation of effective utilisation of internal resources. The role of
leadership and digital marketing is prime towards the direction of improving internal power.
Leader provides guidance and lead from front. This help in development of positive working
environment and team culture (Alos-Simo, Verdu-Jover and Gomez-Gras, 2017). Leadership is
common phenomenon that prevail under each department and enables the organisation in
deliverance of accurate results. In today's environment, digital marketing is also trusted method
for attainment of improvement in business functioning. This includes the usage of digital
platform to approach clients and consumers for the purpose of spreading awareness about their
products and services. Integrated use of both in relation to continuous development is effective in
attainment of market opportunities and organisational objectives. The organisation selected for
analysis of development opportunities is Wirkkala. It is a small and medium organisation in
which total number of employees are around 178. It is a manufacturing organisation and having
three distinct sections to operate business functions i.e. head office, factory and warehouse. The
products in which this organisation deal includes fruit smoothies and natural juice drinks. The
main objective of this report is about identification of development opportunities and grab
through usage of effective leadership & digital marketing techniques.
The aspects covered in report includes leadership challenges faced by company while
leading towards development direction and evaluation of both, the advantages that organisation
possess and the challenges may face, in identification of clear digital marketing strategies.
Question 1
Overview of organisation and development plan
Wirkkala is small and medium manufacturing organisation. The total number of
employees working within the organisation is around 178. This organisation has three different
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sections which help in successful operations of an organisation. First one is head office which is
responsible for regulation of business activities and decision making. Second section is factory
that help in production of products and the last one is distribution centre that aid in disbursement
of products in market. The main products which are produced by Wirkkala are fruit smoothies
and natural juice drinks. The head office of this organisation is situated in Coventry. It is the
centrally placed location in the Midlands, UK. The other two sections of this organisation i.e.
factory and warehouse are also situated at same place. This organisational was originally
founded in year 2004. The total number of directors working in the firm are Four named as
Alison Smith, Kristine Kochanski, Diane Ugbede and Anne Aalto. The effectiveness of
organisational working is justified from the point that at initial level able to grab the attention of
large number of customers. Potential investors are also interested in the business activities and
want to invest in business. This clearly depicts that business model, nature and working style of
an organisation is perfect and liked by the consumers in market. The existing employees of an
organisation are young and eager to learn (Berman, 2012). This is the most beneficial aspect
present within an organisation as the same will contribute in future for speedy development of
business activities. In terms of resources according to the nature and size of business having
sufficient amount of information systems. These systems are separately available for the
handling all the three different sections i.e. head office, factory and warehouse. In terms of
strengthened position, the organisation is not limited to its internal resources. They also have
good external functioning towards the community such as supporting a range of staff
volunteering activities in environmental domain, running of fun fruit days at locals schools and
kindergartens and committed towards adherence of CSR principles. In terms of business
partnerships, organisation hold strengthen connections, where they have good supply chain with
other organisation, direct contact with farmers and distributors. Integrally, both these
determinants internal and external are effectively used by an organisation in current scenario.
Now, the main aim of the directors of this organisation is to expand the business
operations and attain new heights in the market (Cardon, Huang and Power, 2019). There are lots
of opportunities are present in front of an organisation related to the development of its business
includes diversification, establishment of satellite manufacturing, global level distribution and
branding. In consideration to all the internal sources, nature & size, business model and external
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connections have by an organisation ascertained that one of the best option for expansion of
business will be diversification and focus over global branding.
In case of diversification, organisation has an option regarding providence of high quality
meal and support learning through play to specialist nurseries and pre school provisions exist in
deprived areas of Midland. One of the benefit that can aid in future towards the attainment of
success under plan is about existence of their head office and other sections at same place. This
will provides an opportunity to use their local sources, contacts and supply chain in effective
establishment of business operations and their successful deliverance to the children's of
deprived area nurseries (Cheryl Lacasse, 2013).
The another associated expansion plan attached with the performance of above exercise is
focus over global branding of an organisation with the aim of “ Does good and Looks good”. In
this direction, one of the best technique will be adoption of digital marketing strategy. This will
not only promote the offerings but simultaneously improves the reach towards the larger section
of society at global level. In accordance to the current requirement of market, digital marketing is
the best method for promotion and branding of an organisation. Lots of techniques are present
but selection of one is depends over abilities of an organisation. From the above analysis of
organisation functioning along with their both internal external resources, cleared that
organisation has strengthened position. So, the best strategy which help in future to improve
global reach will be Social media marketing (Day, 2013).
Leadership challenges Wirkkala may face towards keeping the organisation directed in
achievement of expansion goals
Wirkkala is small and medium organisation. The main aim of this organisation is about
expansion of their business in market along with attainment of strong brand name. The two
identified expansion plans will be diversification and global branding. Diversification is done by
providing quality meal to the children's of deprived area of Midland. Whereas, global branding is
done through usage of digital marketing strategy.
One and only aspect that can aid in attainment of both these expansion plans in
appropriate manner will be Leadership. This is so because that not only help in providence of
guidance but motivates and encourages to employees in completion of their work on time.
Leadership is termed as process which includes direction, guidance and influence of the
behaviour of employees and staff towards attainment of goals during the presence of any kind of
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situation. As Wirkkala is small organisation and have four directors only so, all the decisions are
taken by them. Employees are not free to take the decisions. Duties and roles to employees are
assigned by higher authorities or these directors. They perform work as per the assigned roles by
following standard guidelines. The type of leadership style basically persist within the
organisation is Autocratic in nature. In accordance to this leadership style, employers and higher
authorities have all he powers in relation to decision making over different organisational
matters. Employees are just required to follow the directions provided by higher authorities. In
terms of completing the work on time, this strategy will work but not able to ascertain the
support of employees. As employees are the main asset and the success or failure of any
organisation depends upon then only. So, in this situation the followed leadership style by
Wirkkala is not effective for long term and does not help in future regarding attainment of
expansion and development plans (Autocratic leadership style, 2019).
Currently, while working over the two different expansion plans, same autocratic
leadership style is used by the employer for directing to the employees of an organisation.
Information regarding expansion is also provided to employees after the finalisation of plans.
This creates the feeling of distrust among employees (van Outvorst, Visker and de Waal, 2018).
They does not feel themselves as the important part of an organisation. In this respect, many
issues are start arising within the organisation. The detailed description of these leadership
challenges is provided below along with their impact over performance of employees and
attainment of expansion plans;
Lack of motivation: Motivation is the utmost requirement that boost the employees of
an organisation in completion of work on time and according to standards (De Boer, Olwagen
and Bothma, 2012). The ways that aid in motivation of employees at the time of working over
new plans includes delegation of authority, decision making power, sharing of own ideas and
usage of creativity in completion of work. In Wirkkela, autocratic leadership style is used that
does not allow the employees of an organisation to do any of thing on their own basis. Directions
are provided by higher authorities which are needed to be follow by them. Ultimately, this
demotivate the employees and reduces their engagement in organisational activities that leads
towards non accomplishment of business targets.
Low level performance of employees: As, autocratic style of leadership is followed by
the management of Wirkkala which does not allows the employees to share their own ideas or
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working on own ways. This creates the dissatisfaction among the employees hinder their
capacity to innovate through usage of their own knowledge. The final result of same ascertained
in the manner of low level engagement of employees in organisational activities that results into
poor outcomes (Gil, Rodrigo-Moya, and Morcillo-Bellido, 2018).
Negative working culture: The role of working culture in improvement of employees
performance and attainment of organisational objectives is prime. This will provides an
opportunity in building of good teams at workplace and allows the employees to complete the
work with the aid of each other. Currently, in Wirrkala autocratic leadership style is used by the
employer at workplace. This does not allows the employees to share their own views and ideas
which resultants into creation of negative working environment. The direct impact of same will
be negative over the aspects like team building and employee engagement which are of
important in nature for attainment of desired targets. So, this depicts that working over expansion
plans with this leadership style hinder the capacity of an organisation regarding attainment of
desired results.
High turnover rate of employees: Employees are the main asset of an organisation.
These all have the important role regarding the performance of assigned duties and grab the
desired results. In Wirrkala, sufficient number of employees are present and they managed to
complete the work by adhering the guidance of high authorities (Gnambs and Batinic, 2012).
Now, working over new expansions plans increases the pressure on employees. Also, adherence
of autocratic style of leadership in performance of these functions creates the double pressure
over employees. This will creates over exhaustive situations where employees not want to work
and the same will leads to quitting of employees from organisation or their job. Finally, leaving
of employees on continuous basis due to the pressure of work and culture creates the situation of
high turnover. So, lack of employees not only hinders in achievement of the expansion plans but
also negatively impact the exiting operations of an organisation. This will deferentially leads the
organisation towards the direction of loss and discontinuation of their business operations.
So, it is ascertained from the overall description that role of leadership is quite important
to grab the desired results within the stipulated period of time (Tuten,and Solomon, 2017).
Effective leadership provides an opportunity to develop the positive working culture where
employees are working for the completion of tasks. Also, this will aid in development of
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effective teams that support each other in completion of work along with attainment of desired
results.
Critical evaluation of both advantages that Wirkkala possess and challenges the company may
face
It is important for a business organisation to produce or develop an effective digital
marketing strategy, as it may lead firm to raise ample number of benefits for itself like
enlargement of customer base, direct communication with customers, brand awareness and so
on. If it is talk about Wirkkala then it is looking forward to develop an effective digital marketing
strategy, which would lead them to sustain within the market for a longer period of time and to
improvise their brand name as well in front of both potential and existing customers. In the given
case study, Wirkkala consists of various advantages that would help company to develop an
effective digital marketing strategy to marketing themselves at workplace. Including this, it is
said that present world is filled with a number of digital marketing strategies that an organisation
like Wirkkala can adopt (Habibi and et. al., 2015).
Some of these are Search Engine Optimization (SEO), Content Marketing, Downloadable
Content Offerings (eBooks, Whitepapers, Webinars), Email Marketing, Social Media Marketing,
Pay-Per-Click (PPC) Marketing, Video Production, Website Design A/B Testing and so on. Over
the years, these mentioned strategies are taken into consideration by business organisations that
are dealing at both medium or international level as they are both cost effective and can be done
in a short span as well. In present context, the digital marketing strategy that has been taken into
consideration by Wirkkala is Social media, as it would lead organisation to grab the attention of
clients across boundaries. The reason that came in front is Wirkkala is expanding business at
international level, and other online marketing strategies apart from social media would cost
much to them and even it is possible that company would need to make high investments in
business strategies like SEO and so on. Utilising social media as business strategy, Wirkkala
would directly grab the attention of public that are using this channel to connect with others.
Under this, firm will be developing online marketing campaigns and advertisements on
Facebook, Instagram and so on, where they will target youth because of the product type that
Wirkkala is offering to them (Hein, and Weking, J., 2019).
Advantages that Wirkkala possess while selecting the digital marketing strategy:
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178 effective employees among different functional departments: Primal advantage
that came in front of Wirkkala is that this organisation consists with 178 employees that are well
efficient in nature. That means, marketing department of Wirkkala is also having proficient
employees, that are regularly helping business company to keep up their brand among their
customers. Including this, qualified staff in marketing has given Wirkkala a number of benefits,
where their existing marketing strategy has helped their company to become a renowned brand in
a short span.
While implementing digital marketing strategy, these staff will effectively help Wirkkala
to target potential public among different nations (international level). Away with this, it is also
said that while implementing digital marketing strategy, it is said that effective staff members
may help firm in meeting high range of advantages, not only at small level but they may also
lead firm to raise benefits in relation to long term objectives like business expansion and so on.
But, if it is critically analysed then staff members would require to get training as well, in
relation to new marketing strategy. This approach is both time and cost consuming for Wirkkala,
which company cannot afford at the moment since it is looking forward to expand it's business at
international level (Killian and McManus, 2015).
Existence of technological advancements: Wirkkala manufacturing technologies that
helped this organisation in producing unique fresh drinks for their customers, which could also
directly raise production level, just when the demand rises due to the developed digital marketing
strategy. Along with this, company is also made agreements within the supply chain, which has
helped them in offering high quality ingredients (Steude, 2017). Along with this, Wirkkala also
developed it factory high tech in nature, which will also lead Wirkkala to apply digital marketing
strategy that will help company to target customers from all over the world. But, if it is critically
analysed then Wirkkala would also need to make changes within the company, because
technological aspects alters from time to time, and it is may be needed by Wirkkala to bring
modifications within existing technology in specific time frame.
Effective capabilities of CSR Activities: This is another advancement that Wirkkala is
holding due to four different founders of this company, as they belongs to different cultures
where they all have appropriate knowledge that what exact CSR activities will help them in
enhancing the engagement level of customers (Kitchen, 2018). If it is critically analysed, then it
is said that for a business organisation like Wirkkala, it is may be possible that it will not gain
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good image in required time frame just because it has done a good numbers of CSR activities.
There are certain challenges that may be face by Wirkkala by identifying the best digital
marketing strategy. Social media is a chosen digital marketing strategy that helps an organisation
in promotion of its products and services at international level. By using social media, company
can easily expand their business successfully at global level. Along with this, some challenges or
issues that may face by an organisation by identifying best digital marketing strategy i.e. social
media. Several type of challenges will be explained as below:
Ethical issues: There are some types of ethical issues that may be face in finding social
media such as dishonest advertising about product and promotions, posting insensitive
statements, inaccurate procedures about customer privacy rights. These are major ethical issues
that have negative impact on business performance and growth of Wirkkala negatively
(Kreutzer, Neugebauer and Pattloch, 2017). Along with this, there are also some ethical issues
that may be face by company such as market research and findings of audience, privacy,
transparency and awareness, tracking consumer data, be aware of third parties, be aware of how
much the rules change etc. These are also consider biggest issues in identification of digital
marketing strategy. These issues will not remain always, It totally depends over the ability of an
organisation that how they are going to tackle the issues in future and diminishes the negative
side of workings. In this regard, organisation has the option to hire the professionals or adopt the
new advance technologies that provide optimum security from the all kind of threats irrespective
to their nature. This will provides an opportunity in adherence of all the different platforms of
digital marketing that available in market and attain all possible benefits.
Privacy issues: This is another challenge of issue that arise in an organisation when they
determine digital marketing strategy. There are several number of privacy issues such as account
hacking and impersonation, quick privacy tips, location based service, giving up passwords,
stalking and harassment etc. These issue are mainly related with the privacy which have negative
impact on business and its performance at marketplace. Adoption of the new technologies and
practices not only to recover from the ethical issues but also provides an opportunity to get out
from the various kind of privacy issues which are identified above. These technologies and
practices are worked towards the reduction in unauthorised access of third parties. This will
provides safeguard to the organisation and the business parties too which are associate with them
(Mallia, 2019).
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Along with this, there are also another main issues or challenges that may be face by
Wirkkala by finding best and appropriate strategy of digital marketing such as social media.
These are explained as below:
Time: It is consider one of the biggest challenge because for identifying best strategy,
maximum time period will be require by company. Wirkkala decide to expand their business at
globally. For this appropriate time period will be require by an organisation. If they not have
sufficient time period, they can not introduces their products and service to the customers. As it
turn to impact over growth and success of business. This can be removed by the organisation
through effective planning and implementation of the advances software's. On short term, these
will deferentially reduces the profit margin of an organisation but ultimately able to grab the
huge profit margin along with strong brand name (Moodley, 2017).
Lack of skilled and unknowledgeable workers: This is another issue that may be face by
a organisation while finding digital marketing strategy. For example: unskilled workers not have
proper knowledge about the technology which turn to impact on workers as well as
organisational performance. Lack of knowledge about the technology among workers has
unfavourable impact on business by reducing its sales and profitability. Along with this, they not
have knowledge about identification of useful technology for promoting business products and
services at international level. Training is the aspect that can help in removal of this issue
regarding the identification of best practices related to digital marketing. Training allows the
employees to improve their functioning abilities and perform tasks in accordance to the
requirement of an organisation.
Cost: This is also consider another and biggest challenges that may be face by an
organisation while identifying of digital marketing strategy. Wirkkala is a small organisation and
they not invest maximum amount of capital in digital technology. But for growing business
successfully at global level, identification and utilisation of digital marketing strategy is more
useful. But social media is a best part of digital marketing strategy and support company in
promotion of its services and products and also improvement in its growth and success (Murthy,
2013).
Difficulties in choosing best strategy: There are number of strategy that are favourable
according to the current situation. Cost of all strategies are similar but for identifying best one
according to the Wirkkala is a main challenge for the company. They are completely confused in
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selection of best strategy that may help an organisation in promotion of its product and services
at marketplace.
CONCLUSION
With the help of above mentioned report, it is being concluded that leaders could
effectively help an organisation to develop a range of decisions in specified time frame.
Including this, cost, capabilities of staff, infrastructure and so on are some of the crucial elements
that needs proper attention when it comes to sustain within the market for a longer period of time
or to develop and implement an effective digital marketing strategy. Including this, it is also said
that for a business firm it is needed to resolve all the challenges that are linked with ethical and
privacy related issues. Away with this, it is also said considering a leadership style i.e.
democratic or situational, it will directly lead business organisation to perform an effective plan
to expand operations at international level.
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