Biotech Company Asia Division Business Unit Strategy Management Plan – Phase 2
Idealizing the functionality of the business is important to streamline the roadmap. Starting a business in a different region is a big challenge for the company. However, through some strategic considerations, the firm can manage things in an effective and lucrative manner. Biotech Company is looking to expand the business in the Asian region, and some new business strategies are to be streamlined to make the difference. The business unit strategy management plan depicts the goal of shaping the favorable organization structure, culture, and communication process. The culture and structure of the company must be pertinent to the local trends. Thus, this project plans to elaborate the effective possible structure, culture, breakdown of the products and the communication plan to gain and sustain the success.
Biotech Company Structure
Description of Organizational Structure and Culture
The company contains a limited organization hierarchy. In this small organization structure, the role of the director an additional provisions director is in the limelight. The Chief executive officer of the company will lead directors and assistant division director in the Biotech Company. The assistant division director will be delegating the research and development process. Along with the research and development process, production, marketing, and supply chain process are to be worked under the assistant division director. Assistant division director of the company will be leading the research and development departments to create some key sustainable measures. For Instance, he is keen to acquire sustainable material in cosmetics. So far, business sustainability is not up to the mark in this company. However, it seems the best time to work with the supply chain or procurement process as well as to acquire sustainable material to produce sustainable or environmentally friendly products. The vice president of the research and development process in the company is responsible for making some products, which are undone in the competitive market. The research and development process can enhance the visibility of local testing. The organizational structure supports the local testing of the product (Shimasaki, 2014).
The impact of local testing can help the company to gain and sustain the competitive advantage. The production manager is responsible for the local testing. Research and development process at the local level is effective because it can help to localize the business. The biotech production manager will be looking to collaborate with local business stakeholders to streamline ideas and develop the pertinent product. For Instance, the production manager of the company will work with the marketing department to integrate with the local customer and market trends. In this new region, the firm may find that people health-conscious wan want to try different things for better skincare. Biotech honey gel is a good idea that can be spread in this small hierarchy. A production manager is a key person in this hierarchy, and through using local ingredients, the product testing can go viral.
The structure is critical to the success of the company. It is due to the flexibility in the structure of the company. People are interrelated with each other in this structure, and it looks like one of the prominent factors regarding success. The rationale behind structuring the company is to get things done systematically. Starting the business unit in the different region may need a different system or structure to streamline the business process and outputs.
Different cultural complexities are also in the limelight. The management of the company aims to manage business diversity. The online facility in the area that is undone is a good approach for this Biotech Company to grab the immense range of customers. Managing the culture and skill diversity in the company can be the core competency. They can decide to include local and national in the management process. It will be a combination of local and international management personnel. Management and diversity is better to localize the business and build an effective workforce (Contreras, 2007).
It is essential to create a culture which can support diversity. The best thing that the firm management can do is enhance the team building culture. People coming from different cultures can emerge at the bottom-line of the firm as well. Local employees and management will perceive the working hours of the company positively. Maintaining the standard work environment is highly recommended. Employees will be working 8 hours a day. It is standard working time for employees in this region as well. Domestic work regulations and employee laws also trigger business in the new country. Thus, creating a pertinent work environment, including standard working hours can be a good move to create a flexible work culture.
Moreover, work ethics are to be injected into the business culture. The management, despite having some loopholes in the business infrastructure of the country, will avoid illegal business activities. Bribery will be strictly prohibited in this company, and local, national have to accept it to sustain in the company. Interestingly, the culture of the country is different. Thus, to maintain people, mentorship should be encouraged. Instead of discriminating against employees of different cultures, the group thing should be encouraged. Building a strong and better network will lead towards the career ladder for people, and it will also build the leadership team as well. It is a process of reorganizing the differences, and it will lead the Biotech Company towards success.
Breakdown of Product and Services
The Biotech Company is looking to come up with a broad range of product lines. The broad range of the products is as below.
- Orange Blossom Moisturizer
- Grape seed Butter Cleanser
- Frankincense Intense Lift Serum
- Carrot Butter Cleanser
- Organic Rosehip Oil
- Soothing Facial Cream
- Odylique Lemon Tea
The most important thing for the management of the company is to make Biotech cosmetics products green and sustainable in the competitive market. Customers in the competitive market have gained high bargaining power due to the availability of substitutes. However, making these green and sustainable products is a good option to convert customers and make switching cost high. Based on different customer demographics, the company has shaped these products. People are getting skincare conscious, and these sustainable products are better for them to improve skincare. At the launch of the new division, the management will declare these products green and sustainable to enhance the visibility of attraction and positioning. Setting the green, sustainable and human-friendly mandate is a good strategy by the company to make the most relevant product line in the industry.
The mission of the company is to improve the skincare process through green and sustainable products at low prices in the market. These products have been designed from different demographics, and they can perceive this product line reliable with no side effect. For Instance, orange blossoms have been developed by the company. It is a green and sustainable product, and it can be justified due to its natural blossom. People can apply this cream early in the morning. It can leave the skill softer. Interestingly, this product is free from artificial perfumes, alcohol, colorants, and lanolin. People who are suffering from eczema and psoriasis can use this product comfortably, and it indicates the human-friendly nature of the product.
The butter cleanser is also a human-friendly and green product for the customer. It is made a part of the division launch. It is a thick cleanser and can improve different skin problems for customers. Key ingredients Vinanza grape and hibiscus flower make this product more natural for a human. Due to cocoa butter and olive oil, the companies have successfully tested and developed this product. It is a good initiative to use olive oil and butter in a product. People can get multiple benefits from this product. Organic cotton cloth will be provided along with this product to customers, as it facilitates when applying this buttercream.
Intense Lift Serum is also an effective product for customers. It has been revealed that the smell of this product is better for customers in the morning and evening. The company can come up with an anti-stress claim for the product. It smells for customers, and it indicates its human-friendly characteristics.
Carrot Butter Cleanser contains a breathtaking smell. It cleans the skin from the different germs. Rose marry, Shea butter and carrot are the main ingredients of this product. Interestingly m this product does not contain any side effects because it is a mixture of natural ingredients. Using carrots in skincare products is a new addition to the biotech industry product line. The green and sustainable feature of the product has been ensured.
Soothing Facial Cream is also a sustainable product. It is a Fragrance-free product that can make the skin calm. The smell free product indicates that it is free from artificial ingredients. Similarly, organic Skin Blossom Facial Cleansing Gel is also a sustainable and human-friendly product. It is made of 74% organic materials.
Thus, all these products are made of organic materials. The company has to make an effective communication plan to initiate an integrated communication system. The firm will use different technological tools or equipment and shape the connected internal business process. Of course, the firm has to depict the communication with corporate headquarters, suppliers, other divisions, and internal business environment.
Communications Plan
Different phases trigger the communication planning process. The biotech company will find or research the communication plan in the internal and external business environment. For instance, in the internal business process, the management has to ensure that the business problem or issue is presented effectively. Making the communication process meaningful and purposeful, the biotech company will find driving forces of the communication process. Driving forces of the communication process in this firm are technology or communication tools, communication skills, and integration with the corporate vision and mission. After it, the firm will be looking forward to identifying and understanding the available tools. In the phase of communication, the role of communication tools is quite prominent. If the management has to communicate with employees, it has to use a different communication tool. However, on the other hand, at the management level, different technology or tools can be used. The quality is not to be compromised in the communication process, and it also looks the appropriate measures for Biotech Company (Burgess, 2016).
The objective of the communication process is to ensure consistency. Catering two-way communications can demonstrate the effective flow of knowledge and information. Another objective of the company is to enhance cognitive level through an effective flow of information. The effective communication plan is a key initiative in this regard.
The communication process is divided into two different segments. These segments are an internal communication plan and external communication plan.
· Internal Communication
To communicate with headquarters, division, suppliers, management and employees, the firm has identified several technological tools. At the management level, intranet and email are two effective ways. These are rapid communication sources for internal stakeholders. Teleconferencing is also a good tool, especially for production workers. The management, instead of holding time-wasting meetings with employees, can use teleconferencing to save time and cost and sustain the production process. The alternative of teleconference is the phone call because it is also a rapid communication tool. Using presentation technology such as projectors in the meeting is also an effective option. The internal communication process is aligned with technology, and the purpose is to reduce the cost and time and increase the effectiveness and efficiency (Grossman, 2018).
· External Communication
On the other hand, the external communication plan is also based on technology. Instead of using traditional media channels, the firm aims to use digital channels. Of course, green and sustainable products are to be marketed and positioned. The digital technology is the best way to spread the message quickly to the immense range of customers. The new business division contains tech-savvy customers, and they will be attracted through modern digital technology. Advertising digital technology can accelerate the positioning process, and it will work effectively. Again, video conferencing can be used for external communication. However, the company aims to use modern or more advanced teleconference tools to depict clarity, quality, and preciseness.
Internally, communicating effectively with the supplier is a big challenge. However, video conferencing is the best tool for the management to communicate with suppliers. Concentrating on the local supplier is a good move to have local organic ingredients. However, dealing with external or international suppliers is a need of the business. Thus, instead of holding the meeting and bearing the travel expenses, the Biotech Company has to use teleconferencing. It is an easy way to communicate, and it enables an immediate response from suppliers (Men & Bowen, 2016).
Communication with the business division or headquarters can be enhanced through the meeting. However, in this contemporary business era, the communication channels have been changed with time. Biotech will use newsletters and telecommunication technology. Interestingly, Biotech will form an integrated system. All departments will be interrelated. The use of technology in the communication process is purposeful. A quick or immediate response is a need for the company in both internal and external communication processes. These technological tools are key facilitators in this regard.
It is a good communication plan. The company has to implement this plan along with some improvising. Depending on the communication needs in the business division, the firm will use appropriate technological tools. Biotech Company is capable of adapting modern technology. The internal and external business is aligned with the communication process. From product development to the finished product, communication has to play an essential role (Duarte & Snyder, 2011).
In the end, it is to conclude that Biotech Company is capable of building the effective organizational structure, culture, and communication plan. The consulting group has suggested the Biotech Company use the resources and create the pertinent structure and culture. Breaking down some products is a good strategy for the company. However, in this new division, the purpose is to come up with some green, sustainable and human-friendly products. It can also be used as a differentiation strategy that can drive sales and positioning. The comprehensive communication plan at the end can help the company to communicate with both internal and external stakeholders in an effective and lucrative manner.
References
Burgess, S. (2016, July 27). 11 Ways To Perfect Your Internal Communications Plan. Retrieved from https://www.interact-intranet.com/blog/11-ways-perfect-internal-communications-plan/
Contreras, C. (2007). Organizational structure and culture: promising practices that lead to cultural and intellectual diversity. University of Wisconsin–Madison.
Duarte, D. L., & Snyder, N. T. (2011). Mastering Virtual Teams: Strategies, Tools, and Techniques That Succeed. John Wiley & Sons.
Grossman, D. (2018, April 23). How to Create an Internal Communications Plan in 7 Steps. Retrieved from http://www.yourthoughtpartner.com/blog/
internal-communications-plan
Men, R. L., & Bowen, S. A. (2016). Excellence in Internal Communication Management. Business Expert Press.
Shimasaki, C. (2014). Biotechnology Entrepreneurship: Starting, Managing, and Leading Biotech Companies. Academic Press.
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