RYAN FIELDING

2 Task 1
Do you know what your mission statement says? Write an email that you could
send to a new colleague at work summarising the statement.
Dear colleague,
Please see attached an email as regards to our mission statement;
The statement reads as follows;
To deliver such exceptional service that our customers need never consider an
alternate means of supply. REF: http://www.aesseal.co.uk/en/article/aessealwins-overall-award-manufacturing-excellence-mx2011#sthash.YN1aZiBP.dpuf/
To summarise the idea of our mission statement is to offer the best
customer service anywhere. Our aim is to produce the best experience possible
start to finish with regards to supplying and providing a product. As you are new
please take the time understand what our customer service entails and what will
be expected of you in the form of your own contribution.
Thankyou
Ryan Fielding
Task 2
Read Chapter 10 of the MGSG up to Organisational change and make some
notes on the key points.
SWOT ANAYLSIS - Strengths, Weaknesses, Opportunities, Threats
STEEP Social, Technological, Economic, Environmental, Political
PEST Political, Economic, Social, Technological
Value chain mapping
Inbound Operations Outbound - Marketing and Sales - Aftersales

Task 3

RYAN FIELDING
Find and consider your organisations mission statement or vision. Try applying
the six F test (see the subsection Developing an organisational vision in Chapter
10). Then post both your mission statement and your analysis using the test to
the TGF asking other students to comment. Compare other students findings
with yours. Document the key differences.
To deliver such exceptional service that our customers need never consider an
alternate means of supply. REF: http://www.aesseal.co.uk/en/article/aessealwins-overall-award-manufacturing-excellence-mx2011#sthash.YN1aZiBP.dpuf/

The 6th F test

Fantastic - I think it is because it grabs the attention and stretches the limits of
all involved.
Feasible Yes I feel it is as we are currently the fourth largest provider of
mechanical seal in the world. In terms of timescale the aim is also to be the
largest provides in the world by 2029. I think as a company we still have a lot to
do in order to achieve this.
Focused Projects wise I feel I could name several that are currently been
undertaken that will widen our market grip considerably.
Flexible Yes we are a huge scale company able to withstand most circumstance
changes and corporate goal post changes.
Faxable - It is short snappy and straight to eh point so very easy to remember
yes.
Fun I wouldnt say fun is the right word to describe it no, as the company wants
to be seen as serious and a turn to place for customers. So yes it could be
argued that it is dull and restrictive.

RYAN FIELDING
Task 4
Now use Table 4.1 to compare your mission statement with that of an
organisation of your choice mission statements are usually to be found on the
home page of an organisations website.

Comparison of mission statements

Organisation

Mission statement

Similarities

Differences

AESSEAL

To deliver such exceptional

service that our customers need
never consider an alternate
means of supply.

Clear aim

Much shorter

Customer
motivated

Doesnt claim
to partner
with
customers.

JOHN CRANE

We partner with our customers

around the world to deliver
innovative solutions that improve
process and equipment reliability
through our relentless focus on
quality, a passion for service and
uncompromising commitment to
our people, safety, the
environment and ethical business
practices.

Clear aim
Customer
motivated

single main
focus
Much longer
Claims to
partner with
customers.
multiple main
focuses

Task 5
Read Creating a sense of mission (Campbell and Yeung, 1991) which is a short
article on building mission statements using the underlying features of an
organisation and answer the following questions:

a. What is a distinctive competence of your organisation?

b. What is the competitive position of your company?

Now complete the boxes in the diagram (Figure 4.1) to map your mission
statement and organisation to the Ashridge mission model.
AESSEAL`s Distinctive competency is its ability to face any challenge in
terms of manufacturing and be able to accomplish a complete part. This is no
matter what is thrown at us we can and will find a way to produce the completed
seal and achieve our customer service.
AESSEALS`s Competitive position is currently defined as been the fourth
largest manufacturer of Mechanical seals in the world. This position has taken
years of dedication to be able to rise through the ranks to the current location.

RYAN FIELDING
We have only realistically touched on 5% of the market so far whereas the world
number 1 JOHN CRANE occupy ownership of about 35% of the worlds market in
comparison.

Figure 4.1
Mission statement mapped to the Ashridge model
Purpose

Strategy

Values

Behaviour
standards

The organisation
exists to be the
best in the world
and to provide
the best
customer service
in the world.

world number 4
wishing to become
world number 1.
competency is the
companys ability
to face any
challenge in terms
of manufacturing
and be able to
accomplish a
complete part. This
is no matter what
is thrown at us we
can and will find a
way to produce the
completed seal and
achieve our
customer service.

The organisation
believes in customer
service and
challenging industry
standards,
challenging our
competitors,
challenging thinking
and challenging to
become world
market leader.

The policies that

include the antibribery and
corruption,
customer focus
policy, purpose and
values policy and
quality focus policy.

3 Task 1
In the light of your reading, document your thoughts on the mission statement of
your organisation and how it affects you.
Now reflect on the following questions:

Does the mission statement clearly state what your organisation has set
out to achieve? Which parts of the statement capture the organisations
mission clearly and how could it be improved?

Can the similarities or differences from your groups mission statements in

the TGF be explained by any of the theoretical ideas in Chapter 10?

RYAN FIELDING

Does your organisations mission statement have any influence over what
you do? If not, then what does determine how you carry out your role in
the organisation?

My thoughts on our mission statement are that through continuous

improvement it is a feasible outcome. If we continue to grow although I feel
currently we need to speed up the growing process. In terms of how it affects me
personally I would say that we are probably on the right track and I feel that I can
contribute towards this outcome in the current job that I have.
Yes, I feel that the mission statement does clearly state what our organisation
wants to achieve. I feel that it is all capturing the essence of the organisation and
that it is short and snappy enough as it is now. I dont think it can be improved
on simply because it already represents clearly what the company intends to do.
Yes, I think that both the similarities and the differences of the mission
statements can be explained in the theoretical ideas from chapter 10. For
example, the comparison between the two retail statements from Tesco and
Poundland in comparison to each other;
To create a retail environment that offers unbelievable value and variety and
satisfies customers of every lifestyle.
Ref; Ruth Akintayo mission statement answer.
The Mission statement for Tesco plc is as follows
Serving Britains shoppers a little better, every day
Ref; Wayne McConnell mission statement answer.
Both of these point out customers as the main point of the mission
statement. This falls under a strategic approach I think and also developing and
organisational vision.
My organisations mission statement does have some affect over what I do.
The main reason for this been that we are all seen as providing customer service
when we do a good job. This is often monitored and in turn is reflected upon the
percentage of pay rise achieved every 6 months.

RYAN FIELDING

4 Task 1 - There are three tools to help investigate the organisation in its
environment, (and some variations) in Chapter 10 of the MGSG: the STEEP,
PEST or PESTLE model, Porters five forces model, and the SWOT framework.
Each of these models has a different focus and purpose in analysing and
understanding the organisations environment. Complete Table 4.2 with the
purposes of each model.
Three tools for analysis of organisations
Models

Focus of the model

STEEP(PEST/PESTLE)

Sector 4 analyses the

wider environment
includes your
organisation and
competitors/others in
your industry or
economy

Porters five forces

Sector 3 analyses the

immediate environment
includes your customers,

Purpose of the model

in understanding the
organisational
environment
Used as a long term
forecast for the
unit/organisation/yoursel
f. The model looks at the
larger environment with
the main changes and
trends in the present
and the future that may
have an effect on the
organisations plans.
Uses a tabulated format
to break down each
factor and analyse each
feature and
consequence. PEST is
useful for forecasting
demand by studying
past and current
patterns.
Porters focus is of the
more immediate
environment. Porters

RYAN FIELDING
suppliers and
competitors.

uses the five types to

help identify the
STRENGTHS
WEAKNESSES
competitive influence of
the organisation, and
Multinational company with branches
Products can
pricey.
alsobe
any
rivals within the
worldwide.
same sector. This in turn
The business
uses
lot oftoward
paper (not
helps
thea lead
Still turning a profit even in tough
green).
the competitive
economic times.
understanding and the
Lead timessources
are affected
by amount of
of their
Able to engineer almost anything to
work.
advantage or
seal anything.
disadvantage.
Costs are affected
by raw is
material
SWOT
All sectors so both
SWOT analysis
a much
Strong business structure
and model
prices.
immediate
and wider
wider model of an
Loyal customers.
environments but the
organisations completive
key focus is the
position within a market.
OPPORTUNITIES
THREATS
relationship between
This look at both the
internal strengths and
advantages and
Training and apprenticeships.
Rises
of
raw
material costs.
weaknesses of your
disadvantages.
SWOT
organisation and
lists out clearly a table
Regular staff pay rises and
updates.
Rival companies.
external
opportunities
of each part and clearly
and threats.
shows what each part
Potential for growth has currently only Lead timescomprises
affected by
of.external
This as
have 5% of world market.
suppliers. such is the easiest way
to generally view each
Become the world number 1.
Machine downtime
could
section and
canlose
assist in
customers.what you might want to
improve upon.
Sales arent currently the best they
have ever been.

Task 2
Choose one of the three models and use it to make an analysis of your
organisation in its environment.
SWOT of AESSEAL

RYAN FIELDING

5 Task 1
In the light of your reading, record your thoughts on strategy in your organisation
and how it affects you. Then reflect on the following questions:

a. How did you decide which of the models to use?

B. Did you consider which model was most appropriate for your needs?

c. Models vary in how much they aid our understanding, so one approach
is to consider what each model could add to your understanding about
your organisation in its environment. Which one(s) would be most useful
to you in practice?

d. How easy was it in practice to actually use your chosen model to

analyse your organisation?

e. What information did you need and how did you get it?

f. Are the models that look the simplest, the easiest to apply in your view?

g. How can you integrate the learning from these models so that you could
gain a complete picture of the organisation in its environment?

My thoughts on strategy are that we have a planned one. We use a rational,

formal process of strategic choices. I think that we have a mix of a market and
resource based approach. This is due to our constant analysis of the outside
environment. But also our resources are well managed together we have a
formula for success which is why we are doing so well.
I chose to use SWOT analysis because this is in my opinion the most
applicable to AESSEAL is terms of analysing it. I also considered this to be the
most appropriate to my needs as STEEP is more applicable to long term forecasts
and porters focuses more on competitive advantage. To look at each model as a
way of understanding my organisation and its environment. I would say that the
most useful to me in practice again would be SWOT analysis. This is down to the
simple yet effective table of four boxes that will identify each area and show
what needs to be improved. Once complete start again.
I found it very easy to choose which was best I have had a small amount of
experience working with SWOT analysis before so the choice for me was clear.
The information I needed was to find out the threats and weaknesses that we
currently faced. I got this by communication with others I was actually asked to
do this recently to help a director to assess the company for improvements. The
models that look the simplest are not necessarily the easiest to apply no.
Because it is dependent on application for this particular application SWOT was
the best, but that doesnt mean that for say Tesco that STEEPLE may be more
applicable.
I can integrate my learning from these models in order to gain a complete
picture of the organisation and its environment, by attempting to apply all three

RYAN FIELDING
and see what the outcomes of each might produce in practice. I will be able to
take the knowledge acquired here with me into future ventures and apply any of
these to application that I may come across in the future.

Task 2

Discuss the following three questions in the TGF, responding to at least two other students
postings.

A. How far does this work with models take you in your understanding of
your organisation in its environment?

b. Will you be able to manage better by analysing your organisation using

these models?

c. How do the models work together to create a full picture of the

environment?

I find that this work with models has helped to broaden my understanding of
my organisation. I can see some of the challenges now that higher management
face on a daily basis. I find that it has helped me to begin to understand the
magnitude of the task that directors must face on a daily basis.
I feel that use of these models will help me to analyse better my organisation
especially the SWOT analysis. Which will be very useful to keep revisiting,
improving and revisiting again.
Each model works together to create a full picture of the environment by
looking at each on a separate scale as such, I can see that each of these
examples is useful in its own way a sort of an application for each. The STEEPLE
model helps in the construction of long term forecasting. PESTLE is seen as an
alternate to STEEPLE this looks more at demand by the study of patterns. Porters
looks at five types pressure and SWOT shows in tabulated form a review of an
organisations market position. So each is applicable to differing situations.
6 Task 1

In the light of your reading, record your thoughts on the use of models for analysis and
strategic planning and reflect on the following questions:

a. Was the modelling you did useful?

b. Was it relevant to your organisation?

RYAN FIELDING

c. Might you have added more to your understanding by using a model

that focused on different features?

Yes, I found the modelling I did was useful. I especially like the use of SWOT
analysis I wish to incorporate the use of it as one of my management tools. I can
use it as a rotating pattern as such by identifying what we have currently have?
what we need to improve? Then apply changes and start again.
Mostly it was relevant to my organisation yes. There were aspects that were
more so useful in this context to my particular organisation. We are a very
specialised organisation in one corner of a much larger market. We produce
mechanical seals for most applications but we need to expand to a more
widened field.
I would say that I wouldnt have applied different features to my
understanding others than this no. I feel I have a fairly broad understanding of
the general business as a whole and feel this has aided in deepening my
thoughts as such.