Developing a strategy for an organization is quite an important task and successful organizations heavily rely on a strategic management plan because it helps an organization in both the short and the long run (Chernev & Kotler, 2009). This paper analyzes a fictional organization and it’s basically a startup company. In this paper, a description of the business is given. However, the second part of the paper discusses what form of communication is essential for employees in the strategic management process.
Description of the business
The name of the organization is “Bakery on wheels” and it’s a start-up business that is initiated by two entrepreneurs. It’s a small business and has 10 to 15 employees that are involved in the operational processes of the organization. The core objective of the organization is to provide fresh and healthy baked items to its consumers and consumers don’t have to spend their time because the bakery is in motion now and it’s on the wheels. It’s a novel idea and the target market of this organization is people belonging to the middle and upper-middle class. In a similar manner school-going children, housewives, and young adults are the main segments of this organization. The menu of this bakery includes everything that is associated with a bakery like biscuits, chips, cakes, muffins, donuts, etc. Furthermore, the owners of the organization are developing a strategy that this organization would collaborate with other famous brands like Dunkin Donuts, subway, etc and they should also sell their items. The major cost is associated with the vehicle that would carry all the operations of the organization and most of the employees of the organization are involved in the baking process. However, there are other departments like the customer service department, marketing, and finance department. This organization is actually in its initial phase and that is the reason why they are focusing on the element of trial and error marketing.
Communication in the strategic management process
The strategic management process of an organization incorporates different elements like mission, vision, objectives, development of strategies and implementation of the strategies, and evaluation of performance (Nelson & Alkhafaji, 2003). Since employees are considered as an asset of an organization that is the reason why the entire strategy must be conveyed properly to employees before a strategy is being implemented in an organization. The employees must be well aware of the fact that what are mission and objectives of Bakery on wheels. In a similar manner, the employees must know that since it’s a start-up business that is the reason why they must know what the strategies of the organization are and how these strategies will be implemented in the organization. As far as the communication processes are concerned then it can be said that in a small organization like Bakery on wheels the communication processes must be simple and openly accessible to every member of the organization. Furthermore, direct communication and a decentralized environment should prevail in the organization. This would benefit the employees in both the short and the long run and the employees of the organization through proper communication patterns can easily understand the overall strategy of the organization. That is the reason why strategists and analysts believe that when an organization is implementing a certain strategy then communication patterns should be clear and concise so that the employees can easily understand them.
Chernev, A., & Kotler, P. (2009). Strategic Marketing Management. Brightstar Media.
Nelson, R., & Alkhafaji, A. (2003). Strategic Management: Formulation, Implementation, and Control in a Dynamic Environment. Routledge.