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a strategy, a company has no real motivation to achieve
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There is no doubt that, starting a business, every leader
aims to progress and to thrive. An established enterprise
is expected to be profitable and successful. Every prosperous
businessman will tell you that the guarantee of success is
the quality staff recruitment and the proper management. Good
management is the basis of the company future, while skillfully
developed and implemented strategy is its essential part,
because without a strategy, a company has no real motivation
to achieve.
Strategy is developed considering the resources available,
the structure of the company and its objectives. The process
of strategy implementation comprises the development of plans
to achieve the defined goals and incentive programs to encourage
the employees.
The development of a strategy is very important as it is the
initial stage and predetermines the outcome. “Success
and failure are tied directly to the reasons for being in
business i.e. mission and objectives. Management success is
gained through their accomplishment” (Rad, 2002) Sometimes
managers fail to determine the main goals of the company and
to come to agreement with the personnel about them. Planning
presupposes exact written statement of objectives for the
concrete period and the time for their control and achievement.
While determining the goal, the manager must take into the
account the level of resources of the company and must assign
the proper distribution of efforts. Management by objectives
has its special criteria that should be followed while defining
objectives. They are called SMART, that is objectives should
be Specific i.e. connected to some concrete indices, such
as percentage or rate, or frequency, or number; Measurable,
so that the process of achieving the aim should be possible
to control and observe; Achievable, for people to realize
that they can attain the goal and thus to be motivated; Relevant
– people should realize that they can influence on the
situation, can change it and rule it, that the achievement
of the goal is in their hands; Time-Specific – the employees
should have the precise terms of starting and finishing of
the project, it disciplines them and regulates the process.
Assuredly, it is significant to encourage the personnel to
follow the developed strategy and to aspire to the defined
goals. The variety of methods used to give an incentive to
the staff forms a real system of incentive programs. Many
prosperous businessmen consider different kinds of incentives
an essential part of the performance as they stimulate employees
to work harder on the common objectives. The conclusion was
made that employees are motivated both by financial and non-financial
recompenses. Rewards do play a significant role in the employees’
performance (Hunger & Wheelen).
Though every company has its own objectives, in the majority
of cases they are the increase of productivity and the client
solicitation. In strategic management, skills of marketing
are very important. The knowledge of how to design the product
so that it would be largely bought, how to promote it via
different means of advertising, public relations, how to sell
it properly so that to get good profit is necessary for any
business oriented at customers. Design of a logo, choice of
a tag line, polite conversation with a client – all
these seemingly unimportant details are in reality the guarantees
of success.
The company FedEx is an illustrating example of a company
that due to skillfully implemented strategy of working with
customers managed to achieve great success, to become famous
all over the world and to establish excellent reputation.
FedEx was founded in 1971 and was named Federal Express. During
more than thirty years FedEx has developed into a large company,
which is famous and respected not only in the USA but in Canada
and European countries too. When FedEx was founded, it had
fourteen aircrafts that united twenty-five American cities.
With time, this network rapidly expanded and FedEx began to
offer their customers all over the USA and abroad a wide range
of services.
The management of FedEx Company together with marketing strategies
was skillfully organized from the very beginning. The first
name was meant to attract government contracts as it pointed
to the national market of the company. All its slogans are
invented, taking into account every detail of proper marketing
techniques. Such phrases as “Absolutely, positively”,
“Relax, it's FedEx”, “Whatever it takes”
are short and catchy, at the same time they seem reliable
for customers. This is a special attitude to customers that
made FedEx so successful and popular. FedEx managers made
the customer the center of its work and did not miscalculate.
Gradually the expanding of the company afforded to offer their
customers a great scope of different types of services within
its main specification – delivery.
To make a conclusion, the development and implementation of
a strategy is very significant for a company. It organizes
the work in the company, defines objectives, and encourages
employees to achieve them; thus, it contributes to the general
progress of the company.
References
Alessandra T. (1986). Art of Managing People. Free Press
Hunger J.D. & Wheelen T. (2006). Essentials of Strategic
Management. Prentice Hall.
Rad F. P. & Levin G. (2002). The Advanced Project Management
Office: A Comprehensive Look at Function and Implementation.
CRC
Sims M. Doris. (2001). Creative New Employee Orientation Programs:
Best Practices, Creative Ideas, and Activities for Energizing
Your Orientation Program. McGraw-Hill.
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