Company Overview
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.
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).
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 evelop 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.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.
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.
The employees are required to achieve the required change with the minimal disruption.
The resistance to change can be improved by the effective communication.
The benefits and rewards achieved from the changes have role in reducing resistance.
Conclusion
The mission and vision of the company have great role in defining the objectives and performance of company.
The organizational chart of company reveals the authorities responsible for the effective process.
The conservative concept of accounting have role in the higher revenue of company as it records the expenses and liabilities as soon as possible.
The market segmentation and product positioning have an important role in the implementation of strategy.
The human resource problem such as resistance to change faced as implementation of strategy which can be negotiated by taking important measures.
References
Daspit, J. J., Chrisman, J. J., Sharma, P., Pearson, A. W., & Long, R. G. (2017). A strategic management perspective of the family firm: Past trends, new insights, and future directions. Journal of Managerial Issues, 29(1), 6.
Michael, S., Storey, D., & Thomas, H. (2017). Discovery and coordination in strategic management and entrepreneurship. Strategic entrepreneurship: Creating a new mindset, 45-65.
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