Strategic management refers the planning of the business to the paramount as it entails setting goals and making in details, step by step methods which helps to attain the goals of the company. This report will analyze the strategic management system of Bownmer And Kirkland Manufacturer Company. Depth information will be defined about the chosen company with current strategies. It is essential for the company to be customer focused because customers are the key of success and unsatisfied customers can impact the revenues of the company negatively (Gebauer & Kowalkowski, 2012). The description about the challenges and opportunities of the company will be made to reflect the possible threats and opportunities of the company. Potential new strategic options will be proposed to make amendments in the process for improving the productivity of the employee. Pestle analysis, Swot analysis and porter’s five forces table will be mentioned in the appendix part which will show the various aspects in context of the company.
Bowmer & Kirkland Group is British Construction services and Security Company which has established in 1923. There was partnership between joiner Alfred Bowmer and bricklayer Robert William Kirkland. The Headquarter of this company is situated in Heage, United Kingdom. It has developed to become a victorious privately owned construction and development group. This group has 29 companies which are related to construction although it has a homeland security division as well (Bowmer &Kirkland, 2007). The Corporate Social Responsibility strategy of Bowmer & Kirkland is integrated by the operations of the entire company. The workforce of B&K has efficient responsibility in executing the strategy. It is compliance with ISO 26000:2010, which give access to download the CSR report publically. This kind of international standard helps company to move ahead towards objectives and executed to develop operations and the services it provide to its customers.
The organizational structure of Bowmer & Kirkland Company is effective as it has adapted the hierarchical structure. John Kirkland OBE is a Group Chairman of the company and there are various main board directors, regional directors and key personnel who have the great role in operating the business. It has huge contribution in making relationships by partnering, negotiations and reinforcing existing firm relations with customers (Bowmer &Kirkland, 2007). The satisfactions of the customers are the prime goal of this company and it is fulfilled due to effective structure of the company.
Bowmer & Kirkland Company has various sources of income such as deals in government, deals in construction project, advertisement fees and distribution fees. The role of government in construction industry is huge as it has been found that approximately 60% of construction output is new build, whilst 40% is refurbishment and maintenance. The turnover of this company is increased by 10% by 2016 (Bowmer &Kirkland, 2007). The company has made the international standards which are set by company to improve the operations of the company.
Customer focus
Bowmer & Kirkland are more dedicated to provide high quality services and total commitment. It is the aim of the company to fulfil the expectations of its customer with the ambition to go beyond their expectations. It has 9 sectors such as accommodation, commercial, distribution, industrial, health, leisure, mixed use, retail and education. Company has been working in an efficient manner by dividing the team into various departments (Barney & Hesterly, 2010).
Cost competitive
It has been found that Bowmer & Kirkland takes large scale projects at national level along with the famous academic, sport and transport buildings in the UK. Egnyte’s hybrid deployment is helpful for the company as it able to fulfil the needs of the company. It is not hard to operate and permits company to deliver high range of projects with upper quality in quick manner at competitive cost (Kumar, Jones, Venkatesan & Leone, 2011).
Culture
The culture of the company is cooperative as every department of the company helps to other department in an appropriate manner. There is a privacy policy is settled out which reflects the use and prevents of information of the company. Along with that there is certain polices are developed for the protection of employees of the company. Company is committed to make sure that the privacy of the company as well as customers should be protected (Brewster, 2017).
Capacity
It has been found that the company has 29 subsidiary companies that offer a huge range of area not only for construction related services and homeland security products. The turnover of the staff is exceeding more than 1400 that operate in from the Head Office in Derbyshire, regional offices in Motherwell, Reading, and Manchester and from offices in the USA. The strength of the business is well balanced turnover and the department of the company is not dependent on one specific sector or client. It has been adapting the changes environment that helps to develop in the construction industry.
Challenges
Bowmer & Kirkland is operating its business in UK and USA and infrastructure safety is the major task in the construction industry. Along with that long term instability in the market and ambiguity might hamper the potential opportunities and protect the development of training facilities. Economic situation of the UK is effective as the climate change focuses the government has concurred cannot be delivered with the help of construction industry. Morgan Sindall, Interserve, Kier and Laing O’ Rourke are the top most companies that operate its businesses in construction industry and deliver the high quality services to the public by involving in the government projects. It is the huge challenge for the Bowmer & Kirkland company to overcome their strategies. Along with that natural disasters such as floods and earthquake are uncertain and able to prevent the construction boon. Along with that there is a communication challenge, however, company operated separated tools such as Netviewer Support for remote troubleshooting, an auditing solution and a help desk to log user calls. Lack of integration brings the huge challenge for the company to manage the IT core services which may impact the various projects of the company (EGNYTE, 2018).
Opportunities
Bowmer & Kirkland Company do business in various sectors and public sector projects by public private partnership will carry a lot of opportunities. One opportunity of B&K is to move towards different innovation strategy such as 3D building (Aswal, 2016). It is well known company and use of 3D technology can enhance the business of B&K all over the world. It would be beneficiary because the cost involved in 3D technology is comparatively low due to involvement of minimal use of labour and huge use of latest machinery (B&K, 2018). It facilitates in faster construction which increase the customer loyalty. However, there are various issues in construction industry as it entails large risk but proper training can enhance the productivity of the employees appropriately (Yam, Lo, Tang & Lau, 2011).
Increase Resource and capabilities
B&K Construction Company is characterized through a project based structure and connected with third party such as government, suppliers, clients and subcontractors. It shows the importance of resources and capabilities in the project management. As per David &Zeynep, (2010), resource and capabilities include the various aspects such as development capability, leadership characteristics, innovation tendencies and technical competences which will be helpful for company to reduce the unnecessary impact of competition over the business. For resource maximization, Construction Company can use Balance Score Card model that helps company to measure the company performance. This model will focus on major concepts of corporate excellence such as leadership, people involvement, partnership development, customer focus and result orientation. It would help to find out the area where resource maximisation is required (Huang, Sherman & Lempicki, 2008).
Latest technology in the business
B&K Company can be more advanced by adopting the latest technology in the method of constructing buildings and many more projects. Wearable technology would be helpful for the company to analyse the present condition of the project area and track where workers are on job site. This innovative strategy would facilitate company to alert workers in real time of potential hazards. It has been found that the safety factor in construction industry is lower as comparison of other industry (Wheelen & Hunger, 2011). B&K will follow this innovative strategy for its business so that safety concern can be removed adequately and people take initiate step to build future in this industry. There are various projects handled by company in different sectors which is quiet risky and this potential strategy will aid it to move further in construction industry rapidly. Along with that 3D building can be introduced by this construction project to the potential customers which will enhance the opportunity of enlargement of business. It will enlarge the operation of this company globally to attain the competitive advantages.
Suitability
The company can earn huge profit by adapting the latest technology in its project which may attract number of customers towards the latest technology; it has been found that there are fewer countries that have 3D buildings such as Dubai and China. The description about the involvement of new innovation by company is mentioned in SWOT analysis appendix 2 as an opportunity terms. The resource maximization in the business by adopting model is the effective strategy as it can be increased the number of customers which show the clear suitability of the strategy of B&K Company. Suitability, feasibility and acceptability framework proposed by Johnson & Scholes are defined below which is facilitated to attain competitive advantages.
Feasibility
It has been found that the money is major consideration for implementing these strategies in the business as it cost could be large. However, the cost can be reduced by emerging with other parties of construction industry (López-Gamero, Molina-Azorín & Claver-Cortes, 2009). It is required for the company to hire the skilled employees for managing the latest technology in the business and management for handling the resources and capabilities to reduce the unnecessary impact of competition (Van Weele, 2010). It shows that the feasibility is there to adopt the potential strategy which would be helpful to attain the competitive advantages.
Acceptability
The financial acceptability of the above proposed strategy relies on the financial return. However, it has been seen that there are only one or two counties that has adopted the latest technology system in their construction industry. Acceptability of these strategies will be dependent on the demand of the customers but it can be accepted by wealthy investors. The government is always looking for developing new infrastructure for getting advantages from construction industry (David, 2011). Thus, potential strategies are acceptable in both financial and stakeholders contexts.
Conclusion
It has been concluded that Bowmer & Kirkland is well known company in construction industry as it has several groups of construction all over UK and USA. The organization has described massive strengths and opportunities factors in this industry which may company in to higher position. Two strategies have proposed for the company to develop its revenue and earn higher competitive advantages. Increase Resource and capabilities and use of latest technologies are the major strategic options that would enhance the revenues of the company. These strategies have represented the suitability, feasibility and acceptability framework proposed by Johnson & Scholes
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