Introduction
For an organization to grow and keep up with the competition in the market, it is imperative for
them to utilize these digital tools to their full potential. It is seen that using corporate strategies and digital tools have proved to have a positive impact on businesses with respect to growth, performance, competition and outreach. Successful operational management opens a big arena and provides arenas for small businesses as well. It allows businesses accessibility to a larger customer base which might have been inaccessible to them. This assignment is going to produce a discussion on strategic operation and managing that operation in Ghabbour Auto, an Egyptian automobile company.
Activity 1: An analysis of the implications of the vision of the organization
| Vision | Ghabbour Auto, a leading and developed automobile company in the Middle East along with North Africa. The vision of this company is to lead in the automobile markets by providing exceptional customer experience. Furthermore, it also wants to become an attractive brand choice to all of its stakeholders. | ||
| Quality | Evaluation | Description and justification | Implications |
| Volume | Moderate | Due to having a simple operating system, the volume of the GB is moderate. Having 35 passenger cars, 283 wheelers and 8 commercial vehicles the company’s volume has placed it in moderate place among other automobile companies in Egypt. Having a full-service and effective logistics solutions is also remarkable in GB Auto (GB Auto, 2020) | It helps the company to reduce the total unit cost of production. Furthermore, taking a moderate market value, GB has maintained overall operating cost along with economic scale within country |
| Variety | High | The variety of GB is high due to their different lines of business. It has startups, motorcycles as well as three-wheelers, Egypt-tiers, construction equipment and commercial vehicles. It carries a production capacity of approximately 80000 units a year (GB Auto, 2020). Introducing strong and powerful dealers of Egypt Tier in the market it has developed the brands such as Lassa, Yokohama, Techking and others (GB Auto, 2020). | High variety of GB Auto has influenced the company to establish its attractive position in the market. According to the definition of variety in the 4v model, it can be stated that having different varieties can help to attract customer attention easily in a competitive market. |
| Variation | High | It is high because it is the leading automobile market in Egypt and provides brand experience to all of its customers by making varieties of vehicles in the market. Moreover, their working capital has also ensured the flexibility of inventory volume that also influences the variations. Hence, it has managed to achieve more than 4 million customer support in 2020 even in pandemic situation (GB Auto, 2020). | Certain implications of this high variation are flexible working as well as sustainable development based management. It means, employees and other stakeholders will be attracted by finding different variations within the operational process and inventory volume. |
| Visibility | Moderate | Visibility of GB Auto is moderate as the company believes in collective benefits as well as impact. Furthermore, the company also focuses on less automation techniques due to which visibility is somehow decreased in these modern days. However, it is trying to cope with up by making multiple sustainable initiatives such as improving the quality of air, reduced energy consumption | Due to moderate visibility at GB Auto, recognition of this company might be decreased. |
Activity 2: An evaluation of opportunities and threats posed by megatrends
| Megatrends | Key issues affecting the organization | Impact and implication |
| Sustainability | Different sustainability measures of GB Auto have been found as reduction of harmful emissions and energy consumption. It has influenced the company to participate in environmental sustainability. Solar energy projects that are brought by the company in order to consume energy at maximum level. Moreover, instead of using diesel oil, natural gas is used as a major alternative. | Impact of the sustainability measures is very positive due to which the natural environment is being secured. Also, use of natural gas is an attractive measure that is effective for all operational units at GB Auto. |
| Industry and social contribution | Based on this megatrend, it has been identified that automation is not properly implemented at GB Auto. As Automobile Industry in modern days is mainly focussing on attractive technologies such as artificial intelligence and IoT (Internet of things), possibility of improvement is there for GB Auto. As their vision is related to leading automobiles and successful customer experience, the company has to be led by these modern technologies. On the other hand, social contribution in terms of GB foundation, Scholarship Program franchising opportunities, employment opportunities and many more is effective in which they have received valuable response. | Impact of the social contribution is also positive that every year, more than 90% apprenticeship has been noticed due to their established scholarship programs. Moreover, industry professionals of GB Auto have ensured the internal processes like streamline operations by digitizing and starting online reservation system progressively. |
| Globalization | Major issues of globalizations that GB Auto can find are changing demands of customers and increased value to safety measures. Due to changing demands, overall production and manufacturing cost can be increased. Moreover, the pandemic situation has slowed down the automotive market of Egypt that can also affect existing customer experience. Increased prices of raw materials in this situation has also affected overall performance of GB Auto | Major implications of this megatrend are decreased opportunities for the new employees and increased competition in this market. |
| Thinking innovatively | Encouraging innovation is one of the major strategies and also a megatrend for GB Auto. Maintaining high ethics along with finding dynamic solutions is an important aspect of innovative thinking. | Innovative thinking has been sustaining all the technical and operational activities at GB Auto. |
| Lead smartly | Leading smartly is the another important megatrend that intends to develop decision-making capabilities as well as maintain a cohesive team within organization | Management of team has been successfully maintained. |
Activity 3a: A critical evaluation of business to business relationships, alliances and partnerships maintained by the organization
Business to Business relationship
In order to maintain business relationships, companies create different communication channels with multiple stakeholders. In this regard, GB Auto has also established successful interactions with suppliers, manufacturers, wholesalers and distributors. Auto & Auto is mainly responsible for maintaining all the distribution, sales, manufacturing along with after-sales activities in GB Auto. Hence, Business relationship with this Auto & Auto is remarkable in order to maintain innovative operational processes.
GB has also maintained this B2 B relationship by increasing their automobile industry knowledge and keeping an eye on different business opportunities. These opportunities have come up with supporting use of feedback mechanisms, data protection and digital operations (GB Auto, 2020). Furthermore, networking along with market appeal of GB Auto is also developed that influences B2B relationships.
Alliances
In order to secure business growth goals must be set by an individual company. It has been identified that after developing business relationships common goals of two individual partners have been set under an agreement. As opined by Civelek et al. (2017), collaborative advantage has been found during alliance which is an effective strategy for an individual company.
GB Auto has financial service providers to which it has made an alliance that from overall profit a particular share will be given to them. Moreover, other service providers such as Haram, Drive along with Lease are also kept under the alliance.
Partnership maintained by the organization
GB Auto has maintained its partnership with Goodyear Middle East along with Africa. It is because they are the authorized distributors and supplying all necessary materials to GB Auto even at the time of pandemic. Furthermore, all the achievements of GB Auto have been possible because of this well-developed partnership with these distributors.
Activity 3b Proposed recommendations and impact of these recommendation stakeholders
| Recommendations | The GB automobile must follow certain strategies in order to sustain itself. It should come up with new vehicles keeping in mind current technology prevailing around and thinking about preferences of the consumers. |
| Justifications | It should offer some incentives for producers of car to increase local value-added components. It can also exempt some tax liabilities from producers. Egypt must use its manufacturing of electric vehicles as an opportunity because the market is big and therefore it should accommodate electric cars at greater amounts as it is more reliable and in large demand. Electric cars are eco friendly and cheaper than dieseled or fuelled vehicles .It can change the automotive sector of Egyptian.
|
| Impact on three different stakeholders | Employees
The above strategies which have been suggested can help the stakeholders like employees who are working for GB automobiles can avail the offer of incentive by engineering on cars with powerful features and thereby getting some exemptions from their tax liabilities. Employees won’t feel that they are wasting their efforts on it. Customers Customers too can benefit from this kind of strategy as they can buy electric cars that are eco friendly as well as affordable with respect to price. Customers are not required to beare high expenses on these types of cars compared to dieseled or fuelled vehicles which are non- renewable resources. There are electric charging stations which have been built in Egypt to make sure that customers would not feel cheated and they can travel anywhere around the country. Suppliers When there are customers who can benefit from these strategies then suppliers would not back off. In order to meet the demands of their customers, suppliers will definitely produce electric vehicles. They are also producers and will not leave incentive offers to get some exemption from tax liabilities. Having vehicles with renewable sources of energy can allow them to export them to other countries. |
Activity 4: Critical Analysis of industry environment
| Identification of industry in the question | Automobile Industry, Ghabbour Auto | |
| Environmental factors | Issues pertinent to the industry | Implications for the industry |
| Political | There are multiple political affairs in an individual country that can affect the automobile industry in terms of creating complications in export and import functions. Taxation policy of Egypt is stable so that the business of GB Auto can be taxed on their worldwide income (santandertrade, 2020). | GB has to be prepared for tackling these political affairs and uncertain changes in taxation policies |
| Economic | Egyptian automobile sector has a strong economy that is incorporated with more than 10 assembly factories and its sales have increased by 57% (Oxford Business Group, 2021). | Strong economy of this automobile industry can bring a lot of opportunities including attentions of worldwide investors |
| Social | Customer experience towards automobile industry is well satisfied; however, it sometimes changes due to market competition in this automobile industry | Due to having this customer experience, sales of GB can increase at high level; however, it might affected by changing income level and market competition within this industry |
| Technological | Technologies are not much more developed in Egypt due to which automobile industries can face high competition in this world | As growth of artificial intelligence and application have been growing gradually, it can be difficult for the company to survive in this industry |
Understanding political factors for growing industry is significant. As involvement of the Government in any particular industry leads to maintaining legal matters, every company should collaborate with the Government before starting their business. In this regard, taxation policy on GB Auto can bring a positive impact in terms of giving all chances to make flexible export as well as import. Due to this policy, GB Auto can gather immediate importers for securing their product range.
As suggested by Avdeeva et al. (2020), economic facilities in an industry provide opportunity to do business with good profit. Growing sales growth of assembly factories has been a boon to GB Auto in terms of flawless availability. Gathering a leading vision of improving customer experience can be fulfilled through social factors. Furthermore, changing income levels can be a major threat to maintain this position.
After Industry 4.0, technologies have become an immediate source of increasing credibility of any industry. In this context, growth of artificial intelligence, internet of things, human machines and many more have helped many new companies to setup their business easily. Thus, due to lack of modern technologies GB Auto might face challenges.
| Porter’s five force | Strength | Justification |
| Bargaining power of buyers | High | Due to the increased number of suppliers, buyers have so many options for bargaining more intensely. Hence, their power is increasing gradually in this automobile industry (EgyptToday, 2021). |
| Suppliers power | Low | This power is low because of finding so many suppliers for supplying the same products. GB Automobile company has a number of flexible suppliers who have low power due to changing price of raw materials (EgyptToday, 2021). |
| Threats of substitutes | High | Substitutes such as Ford and Toyota are trying bring more automotive innovation within automobile industry which can be a big threat for GB Auto in future |
| Threats of new entry | High | In this modern age, using artificial intelligence there can be found many new automobile companies that can be an unwanted threat for GB Auto. |
| Competitive rivalry | High | Based on above four force and their strengths, it can be stated that competitive rivalry will be high for GB Auto |
| Stages in the industry life cycle | Start up, growth, Maturity, shakeout and decline |
| Implications | GB Auto earned low revenues in the early stage or the start up stage. The cash flow as well as the profits were very low for successive periods in the short-term (GB Auto, 2020).
GB Auto started a growth stage when they started accumulating large numbers of customers and reached maturity when their customers were convinced to buy their cars and they earned profitability as per their financial reports of 2018 (GB Auto, 2020). Since the economical and political conditions of the country are uncertain, GB Auto is currently facing a shakeout phase. It has not yet declined. |
| Issues | Survival factors | Success factors |
| Unstructured economy | Capital appreciation, security from the government, careful investment tactics and plannings (Kinossian, 2018) | Planned utilisation of the money after being carefully analysed by a market analyst |
| High competition and heavy rivalry | Being different from the competitors in terms of uniqueness, presentation, market power and supply chain | Being innovative and investing in R&D and market research. Create futuristic technology-based cars. |
| Lack of resources to make cars with modern technology | Train human resources, attain support from the government and convince them to increase the budget in the automobile industry (Al-Sakafi et al. 2019) | Increased government finance and proper R&D along with training human resources |
| Lack of government support | Increased government welfare strategies, increased support from the government and subsidies | Government supporting the business activities |
Component 2: Corporate Strategy for Ghabbour Auto
Introduction
Ghabbour auto is an Egypt-based automobile company about which this assessment has been made. The company performance in the automobile industry will be evaluated in this paper. The data from the activities will be used for the analysis of its preposition in the industry. At the end, a few recommendations will be made to improve its performance in the future.
Critically assessing the competitive advantage of Ghabbour Auto stemming
After the analysis that has been made in component 1, a number of issues have been figured out. It is seen that Ghabbour Auto Stemming is facing quite a lot of issues in recent times. They have been highlighted in the previous component. Government support is extremely important for a company to function properly and manage its exports and imports. However, GB Auto faces this major issue of not being supported politically.
Besides, the automobile industry in Egypt lacks many essential components which are required to build the desirable technically reliable car that the company wishes to make. Companies such as the Egyptian automotive, Trading Company and MMI Group are reported to have postponed many of their launches due to such issues (Mostafa, 2020). The availability of semiconductor chips is essential for many vehicle companies including GB Auto and Ford. Besides GB Auto, the automobile industry as a whole faced a loss of $60 billion (GB Auto, 2020).
This issue is heightened as a result of no support from the government. GB Auto has the potential to attract multiple investors from foreign countries as well. However, until and unless its government creates a collaborative environment for the automobile industry to manage their business well, the operations remain uncertain. Thus, the uncertainty of sustainability repels investors.
The economic and social factors as well as the relations of Ghabbour Auto with its stakeholders have been scrutinized to understand the major issues facing the company. First of all, there is a lack of support from the government, the economy is not well-maintained, there are many competitive rivalries and they do not have sufficient budget to make the expected modern as well as technologically upgraded vehicle.
Other than poor quality management and an unsustainable macro environment, the supply chain of this industry, especially in Egypt, is disrupted. It is important to have multiple resources such as steel, fuel, gas, logistics, equipment, car rentals, media and many more items for a vehicle to be built tactfully (Wang et al. 2021). However, due to a disrupted supply chain, GB Auto faces this issue as well.
The government in this case can help the industry to collect its resources from external markets, that is, from other countries so that the companies can continue with their desirable operations. The government can also create opportunities for the suppliers to bring in raw materials or make them in primary industries. It will make companies like GB Auto fasten their overall manufacturing process without postponing or delaying them.
Thus, it is necessary for every automobile industry to maintain their individual positions for getting more profit. It can be possible by applying corporate strategy in terms of changing organizational structure.
Other than the mentioned raw materials, GB Auto reports reveal that they require high technology to meet the demand of the consumer as well as deliver their plan successfully. Cars manufactured with the recent AI technology are in high demand in recent times. Government support to suppliers will benefit GB Auto by making them capable of purchasing raw materials from local suppliers at cheap prices. Resolving these issues will not only improve the infrastructure and quality of the final product but also make the production process faster and cheaper simultaneously.
GB Auto wants to develop its working with IoT; however, yet another issue that intervenes with this plan is the lack of skilled labors. Most workers of the automobile industry in Egypt are not well trained or educated with IoT. Thus, the company is unable to implement any process with confidence.
Besides, there is always a need for frequent training to the staff whenever any new change is brought about in the organization due to which the entire process becomes costly (Park et al. 2018). The company cannot replace the majority of the workers with trained workers suddenly as there is both a lack of it and it will also be an expensive process.
The government is trying to spread awareness on the reduction of plastic use. GB Auto is also trying to find sustainable ways of creating cars and other vehicles with minimum plastic. However, it is also an expensive procedure to replace plastic with any other component in the car.
Besides, GB Auto will need to make large investments on research and development too in this perspective. Another issue which is very concerning is the uncertain and ever changing economic condition of the country. It is so inappropriate that it cannot ensure a sustainable market position for any industry. The market prices are constantly fluctuating while a number of growing disposals have been getting lowered each day. The per capita income of the population is relatively very low. As a result, they cannot find enough customers for an expensive car made by the company.
Prioritise the issues and develop corporate strategic options that address at least three of them.
- Assess these options using RACES (Not RACE) and create a proposal.
A number of corporate strategies have been thought of to address issues with strategic options. Firstly, a growth investing strategy can be implemented to address the issue of uncertain economic conditions. Portfolio managers who can make the best use of resources can be hired to combat economic governance. Innovation strategy can be applied in mitigating the competitive rivalry. Moreover, an export strategy can be proposed for resolving the issue regarding the production of cars with latest technologies.
The application and relevance of the mentioned strategies can be explained using the RACES strategy. The components of RACES along with justification for the corporate strategies are mentioned as follows:
Resources
Resources have been suggested after analyzing the condition of GB Auto in the perspective of these issues. Few strategies are applicable for GB Auto because the company has the ability to mitigate these issues systematically and rationally using its resources. Besides, these strategies will be sustainable for maintaining the long-term development too. In order to implement those strategies, GB Auto needs good resources in terms of efficient employees and advanced technology.
Acceptable
Growth investment is considered to be a fundamental style in terms of a very active strategy of investment. This is acceptable to address economic changes taking place during a particular period. It also considers the financial statements of the company and other factors that might impact its economic strength so that a potential and rational investment can be suggested.
It is important because in a fluctuating economy, all investments have to be carefully made. As Carballo et al. (2018) suggests, export is an additive component of GDP and the government will naturally support a company that boosts national GDP thereby helping it to grow. A portfolio manager will help in making assessment of market risks and plan earnings from capital investments. The innovative strategy will be beneficial for GB Auto as it will demonstrate its capability to do the best with the limited resources thereby attracting stakeholders.
Consistent
As per Moon et al. (2019), growth investing highlights the ways in which a business’ capital can be increased. It is important because in the times of crisis, a strong stock will be there to combat economic downturns facing the company. Capital accumulation process will be escalated with this strategy.
According to Johnsson (2018), through innovation, a company can pertain to competitive advantage. Since, all other automobile companies in Egypt face similar issues, GB Auto’s innovative techniques will help it to sustain an advantageous position in the market.
In this way, consistent management of resources could be delivered in GB Auto by following mentioned strategies. A little investment in R&D and creative and unique futuristic technology-based automobiles will also attract investors and customers towards GB Auto. The export strategy has been proposed because an enhancement in the export rate on behalf of Egypt to other nations from GB Auto will make the company an essential asset for the country’s economic growth.
The export strategy will be useful in making the government see GB Auto as an important part that contributes to the national GDP. It will be an important factor for the company as well because through government expenditure, it can import raw materials and make futuristic cars.
Effective
In a country where economic fluctuations are common, investors remain careful about all of their investments and do not invest unless there is a chance of profit. Growth strategy not only assists in finding the right investment pool but also in appreciation of capital. As per Zhang et al. (2021), one aspect of this strategy is collecting high-quality assets at low prices which can be used during economic shocks later.
The portfolio managers also support in assessing risky plans. According to Johnsson (2018), innovation is a distinctive tool that gives recognition to the creator. Besides, it is so effective that it can even overshadow the deficiencies in a project thus it can also overpower rivals by attracting stakeholders easily.
Finally, as Yudiono et al. (2021) suggests, in order to increase the employability, growth and productivity of the nation, the government will invest in those areas which demonstrate chances of these criteria. Export, being a core GDP component, will be effective for GB Auto in gaining government attention for raising funds for the company.
Sustainable
It can be stated that export strategy will aid Ghabbour Auto to convince the government to give subsidy or donate um to this company over its competitors by ensuring it will pay back the government through GDP enhancement. It also maintains the sustainability of company.
Portfolio managers and growth strategies will be beneficial in resisting economic shocks and capital appreciation for the future and be successful in future endeavours and operations. Finally, innovation will be useful in channelising the ideas of futuristic cars in technically unique ways.
- Include an explanation of the resultant strategic direction of Ghabbour Auto
The resultant strategic direction can be explained to give the company a new path towards sustainability and success. It is the vision of this automobile company to give its customers an elite experience and to lead the market wherever they operate. The strategic direction suggested will assist the company in achieving this vision.
Growth strategy will be used to ensure their profit margin is maintained. Thus, the company will have sufficient money to train the unskilled labourers with new techniques. Innovation will help it to gain attention of stakeholders and finally export strategy will allow this company to assess better technology with the support of the government.
Defend your proposal and preferred strategic direction by explaining why each stage of the analysis was needed in order to ensure your proposal is robust
Each stage of analysis is important in maintaining the strategic position because there are many issues that can affect the company. Corporate strategy for GB Auto is suitable as it has been implemented for the last ten years. As opined by Brewster (2017), corporate strategy is defined as an objective based strategy that develops long-term solutions for a company.
In order to make a sustainable structure of a company, corporate strategy should be incorporated within the company. The above proposal could be defended by making different segments of study for GB Auto. This segmentation are incorporated with finding competitive advantages, developing corporate strategies and finding more valuable resources for the company.
Identifying four major components including availability of resources, organizational design, portfolio management and strategic tradeoffs is the first step of corporate strategy. This decision has been made for improving organizational design along with increasing success factors of the company. The success factors like increasing sales, revenue and productivity will be secured effectively by implementing corporate strategy.
It depends on resources that will create maximum value in terms of indicating core competencies of people and capital for business. Core competencies of these people can be increased by strengthening sources of training development. As opined by Al-Sakafi et al. (2019), effective training facilities in a company can increase employee performance. In this regard, development of attractive software and way of applying these at proper situations may be known to the employees. In this process, leaders of GB Auto will help to gather these opportunities in terms of pushing them towards achieving goals and motivating them.
After restating the question it has been found that getting a suitable answer is the next stage of implementing any specific strategy. The answers will be bringing some suggestions in terms of ensuring corporate structure and increasing maximum value to organizational design. In this stage, whether proper decisions made top-down will be checked and finding all influential factors to business units. In this way, a proper hierarchy will be maintained at GB Auto and complications during evaluation can be avoided.
Management team leaders can select a role- decentralised or centralised which also determines effective initiative integrated into different projects. For example, if GB Auto decides to change their operation management, it has to create a plan with different task such as selection of new operation manager, setting new guidelines for organization and involving new team members according to their capability. Corporate strategy not only determines this stability but also develops a circle of excellence where new talents will be given more opportunities to explore different experiences. It will also maintain the organizational structure of GB Auto so that no redundancies are found there.
Managing portfolio is another answer that relates the strategic options whether it is appropriate or not (Brewster, 2017). Portfolio management throughout the organization is an important function towards maintaining all other strategies within an organization. In this context, it has become a stable and controlled strategy for every automobile industry to secure their individual position within organization. On the other hand, maintaining strategic tradeoff will be effectively evaluated and keeping tactical process for future development is necessary.
For developing a competitive market of GB Auto, it needs to follow all the proposed stages to maintain their stable and strategic position. GB Auto’s organizational design will also be maintained by creating a better talent pool and giving them more opportunities in gathering experience. In this way, governance structure as well as keeping a balance between return and business risk will be positively maintained at GB Auto. Hence, the proposed strategy and maintaining commitments are combined within corporate strategy.
Conclusion
It can be concluded that the systematic and step by step method of progression through the research was a very rational idea. It has helped in making the research very organized. The analysis of internal and external business environments along with relationships with stakeholders and current potential and issues facing the company were required to suggest strategic direction. Finally, creative and rational strategies could be recommended which are expected to be sustainable in the long-run as well.
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