Advanced Diploma Of Community Services: Global Market Essay


Describe about the Advanced Diploma of Community Services for Global Market.



In the modern market condition, each and every company try to implement strategies that help them to sustain the market competition. Among the various strategies, opening global markets for the products of the company is an effective strategy that considered by the managers. International marketing allows the company to increase its market base and thereby earn higher revenue and profit margins. The organisation needs to consider a specific strategic plan while implementing the process of global marketing for the products.

In this particular activity of the study, the organisational vision and goals of the Dunkin Donuts are discussed in order to understand the current market position of the company and the plan of the managers regarding the opening of the global market (in China) for the products offered to the customers. The new work process that would help the managers to achieve the organisational goals and the vision is discussed in the study. The strategic plan of the company will be revised in order to make the specific changes that will help to carry out the international marketing.

The current organisational vision and goals

The organisational vision and the goals play an important role in the organisation as it allows the managers to describe to the stakeholders what the company plans to carry out in terms of market share, growth and profitability. The appropriate setting of the goals and the objectives allows the company to show the employees their priorities and thereby keep them focused and increase their level of motivation. the setting of the goals of the company using the SMART principles helps to make the goals specific to the company needs, measurable, attainable relevant and achievable within the allotted time (Meissner 2012). The goal of the organisation indicates what the company tries to achieve while the vision of the company refers to the ways in which the goals are to be met and why they are considered.

The current mission of Dunkin Donuts is to become a principal contributor of variety choices of beverages & baked product all over the kingdom in an expedient, comfortable, welcoming environment that ensures the high-quality product. On the other hand, the current mission of the company is to reach a suitable position in the market so that they are able to great coffee beverages and delicious complimentary donuts & bakery products that the customers would enjoy ( (2016).

Dunkin Donuts intends to effectively open global markets for the products it offers to the market. The vision of the company is to be able to earn higher profit from the international marketing. With the help of the international marketing, the managers aim to increase the market growth and the share of the company. The goal of the company is thus to obtain advanced growth and development of the new products as per the global market need in order to enter and sustain the global market. In the opinion of Papadopoulos and Heslop(2014), the organisation can effectively meet the mission and the vision by implementing effective strategic plans within the workplace. The strategies and the proper market research about the market in which the organisation tries to enter allow the managers to understand the market condition and the market demand. The market analysis further supports the business to develop new products to meet the needs of the customers and thereby sustain in the global market (Chandra, Stylesand Wilkinson 2012).

Accommodation of new work processes intended outputs and organisational objectives in the vision and goals

The work process of the organisation indicates the complete procedure of the company in which the activities are performed. The work processes of Dunkin Donuts includes the acquiring of the raw materials, contracting the vendors, organising and manufacturing products, marketing, promoting and selling of the products. The company considers the several new work processes while opening the global market. The market analysis of China is performed in order to understand the demand of the product that Dunkin Donuts tries to launch in the market (Bradyet al. 2015).

The situational analysis of the market is carried out with the help of the SWOT analysis to understand the internal environment and the PESTLE analysis to evaluate the external environment. After the market research, the target and segmentation are to be performed (Laufs and Schwens 2014). The newly accommodated work process helps the organisation to meet the objectives of the company that is to expand its business in the international market and obtain higher profit margin.

The organisation’s strategic plan and determining the areas where changes are needed

The main strategy of Dunkin Donuts is to please its customers. Being one of the largest fast food companies, the company tries to stick to their original ways of producing fresh coffee and doughnuts. This helps the company to make their potential customers turn into loyal customers and thus retain the customers. The strategic planning of the company includes improving themselves for the benefits of the customers, the society and the environment (Shani and Chalasani 2013). The company do not have many operating stores nor does it have a proper supply chain revenue stream. Dunkin Donuts licences its product manufacturing and distribution to the third party. The strategic planning of the company includes minimising the risk of the company through channel distribution. Their strategic focus is to maintain a proper grocery chain within the organisation. The grocery chain helps to diversify the risk that arises from the poor economic cycle (Sintonenet al. 2012).

However, in order to meet the international marketing objectives of the company, it is important for the company to revise the strategic planning. There are certain changes in the strategic planning that would help Dunkin Donuts to carry out international marketing activities. The managers of the company plan to use innovative data and technologies that would help to boost up the sales and focus on the growth in the international business. The company carries out a proper market research analysis of the market to drive the sales in the US.

The changes in the strategic planning that would help the company in achieving the expected outcome are to make considerable changes in the advertising and media marketing. Apart from the quality of the food, the company needs to focus on the standards and the safety of the foods. According to the concept of Czinkota and Ronkainen(2013), the menu of the company needs to be designed effectively. Since the company tries to enter the market of China, it is crucial for the company to revise its menu as per the needs and the preference of the individuals in China.

Required changes

Paliwoda and Thomas(2013) opined that the company can effectively enter the markets of China and sustain in the highly competitive market if it studies its current strategic planning to identify the areas that need the changes and make according to changes. Themanagers of the company identified that the media marketing of the company needs to be altered as per the market of China and also the other markets in which Dunkin Donuts tries to enter in future. The implementation of the innovative tools and techniques need to be considered. The company tries to change the media marketing process by considering mobile order and pay along with the obtainable digital initiative of social media marketing and online incidence. The focus of the company needs to be changed from the only serving of high-quality products to the focus on standards and franchise profitability. The implementation of the franchise model within the business will allow the company to ensure faster growth in the international market and make the franchise opportunity remain attractive in the long term.

Sandberg (2013) argued that opening into the global market includes a number of risk factors that are capable of causing a huge loss to the company. However, the risk can be addressed if the company collaborates and consults a wide range of experienced individuals who have a proper knowledge about the international market or about the marketing process. This may include the collaboration and consultation with the stakeholders, the suppliers, the customers and the employees. The process of the interaction will provide the managers with huge knowledge based on which the new strategic planning can be formulated in order to meet the goals and the objectives of the company (St?ttinger, Schlegelmilch and Zou 2015).

The managers of Dunkin Donuts can collect the required information through a market analysis using tools and techniques. A face to face conversation with the individuals or survey questionnaire is effective in obtaining the data. The data experts of the company can analyse the obtained data with the help of the data analysing tools such as regression analysis and trend analyses (Buckley, Burton and Mirza 2016). The outcomes of the data analysis help the managers to decide whether the expansion in the particular market is beneficial or not.

Gaining stakeholder support for amended or new strategic plans

Dunkin Donuts have a strong engagement with a wide range of stakeholders that include their employees, franchisees, guests, regulators and shareholders in order to ensure long-term success. Dunkin Donuts includes all its stakeholders to obtain support in the amendment process of the new strategic plans. The authorities of the company find it important to include all its stakeholders as the stakeholders are different from each other and therefore have different views and perceptions about the company (Cadogan 2012). The planning of the new strategies is a crucial process that needs to focus on all the pros and cons of the decision and choose the best possible plans for the company.

The role of the stakeholders and the level of their participation in the strategic planning of Dunkin Donuts depend on the mission of the project and their relationship with the project management officer (PMO). Both the internal as well as the external stakeholders play an effective role in the strategic planning process of Dunkin Donuts while they try to expand into the global markets of China. The internal stakeholders of the company contribute to the process by estimating the scope of the project, defining the work product, evaluating the task attributes and the life cycle of the project, evaluating the cost and the efforts, preparing budget plan, identifying the risk factors, planning data management and reviewing the project plan at a fixed interval of time (Malhotra, Wu and Whitelock 2013). On the other hand, the external stakeholders are almost similar to the ones carried out by the internal stakeholders yet there is a limit to their involvement in the project.

An effective strategic plan can be obtained by the companyif the company sets the strategies based on the SMART objectives. Maintaining a scorecard helps the leaders to measure and manage the strategic plans. The progress of the plan needs to be tracked. While executing the plan, the managers need to identify the issues related to the plan in order to make the final changes in the plan. After being completely sure of the effectiveness of the strategic planning the plan is to be implemented in the workplace. As opined by Berthon et al. (2012), the strategic planning can effectively deliver the appropriate outcome, if it is communicated properly to others related to the company. The communicating strategies help Dunkin Donuts to address the communication issues while communicating the strategic plans. The strategies state that the message needs to be simple yet bottomless in the significance, construction of behaviour base on market and customer insight, using regulation framework and making the necessary investment (Cavusgil et al. 2014).


Strategic planning plays a very important role in Dunkin Donuts in the process of opening to the global market. While the company decides to enter the market of China to sell the existing as well as newly designed products it needs to consider the revision of the strategic planning. The necessary changes allow Dunkin Donuts to sustain in the competitive market of China. the required changes that would help the company in the international marketing needs to be identified and efficiently implemented so that the competitive advantage over the rival companies in the market of the home country and in the international market.

Activity 2:


The study focused on all the important aspects, which are required by the organization to focus towards a proper implementation of a strategic plan. Developing a proper framework in the organizational process includes developing and implementing different kinds of strategies. The study focused on all the key aspects, which the managers of the organization focused towards implementing a proper strategic output in the managerial procedure. Importance of a proper communication plan in the organization, implementation of strategic plan, effects of controlling and monitoring system in the organization are few of the important attributes which are reflected in the overview of the study.

It is one of the primary jobs for all the managers to develop an effective communication process. It is the key parameters for all the managers in the organization to focus on an effective communication process, which will bring transparency in the organizational procedure. There are several ways, which managers of different organizations tries to develop a proper communication system in the organizational process. Developing a proper communication plan in the organization helps the managers to convey the message to the members. It influences the level of efficiency and simplicity of the communication methods. Some of the important mode of communication in the organizational process includes word of mouth, emails, press release and conferences.

Strategies are developed by the managers in the organization to make an efficient as well as a smooth managerial procedure. On the other hand, it is equally important for the managers of the organization to develop an effective communication system at all the management level (top level, middle level and bottom level), in order to communicating the strategies to the employees. There are certain organizational goals and objectives, which most of the business firm in spite of the nature of the business tries to accomplish in the organizational process (Aras and Crowther, 2012). If the employees of the organization are aware of the organizational goals and objectives, it will guide them in a proper manner towards achieving the goal. In order to communicate the plans and strategies in the organization there are different modes of communication process, which the manager of the organization follows in the decision-making process. However, selecting the best mode of communication process is one of the most challenging jobs for the managers.

There are different ways which will provide a clear image of what the strategic plan is intended to accomplish. Based on the nature as well as the objectives of the business it is the job of the managers to develop an effective measure, which will focus towards implementing a proper strategic input in the organization. Planning is one of the important perspectives in the organizational process and on the other hand, implementation of planning in the organizational process is equally important (Daft, 2012). Nevertheless, implementation of planning is one of the most essential parts of the strategic planning process. There are certain variations towards implementing a proper strategic plan in the managerial operations. However, some of the basic steps, which the entire manager’s follows in implementation, process (George and Jones, 2012). The following part of the study, evaluated all the important procedure, which the managers as well as the leaders of the organizations follows towards implementing a proper strategic planning process.

Evaluating the strategic plan

In the first step of the implementation process, the managers need to evaluate the objectives of planning to all the members of the organization. It will aware all the employees of the organization about the strategic planning as well as about the objectives (Hellriegel, 2012). Highlighting the objectives of the organization provides a proper direction to all the members in a common ways. This will translate all the efforts of the individual towards accomplishing the common organizational goals and objectives.

Creating a proper vision towards implementing the strategic plan

The second step, which the managers of the organization need to follow, is to create a proper a proper vision of strategic planning. It will provide a clear idea of all the beneficial aspects of the strategic planning process in the organization. For example every business organization in spite of the nature of the business tries to increase sales and profit of the firm simultaneously (Hitt, Black and Porter, 2012). If the mission and vision of the organization are clear to all the employees, it will guide all the employees in an effective manner, as the responsibility of the employees contribute as one of the vital factor in the organizational process.

Selecting the right members in the allocation process

Resources of the organizational are limited. It is one of the most challenging jobs for the managers to evaluate all the organizational activities in a proper manner, which will accomplish the goals of strategic planning. Allocation is one of the vital jobs for every manager, as it requires a continuous decision making process. The third step is about the selecting the right employees for the right job in the organization (Kotler and Keller, 2012). It will automatically increase the efficiency level of the organization.

Implementing a proper controlling process

Developing a proper controlling process is the forth step, towards the implementation process. The process of controlling is one of the effective monitoring processes, which the manager performs to counterpart the definite presentation along with the planned presentation. If any deviation takes place, effective measures are often taken by the managers to bring the proceedings of the organization back on track.

These are the four effective measures, which the managers need to perform, in order to implement an effective strategic planning process.

The answer to this particular question covered all the important aspects towards evaluating an effective monitoring as well as controlling system in the organization. It is important for all the mangers to develop an effective controlling system in the organizational process as it will differentiate between the actual plan and the original plan. A management control system towards implementing a proper strategic plan requires a logical integration of management tools to gather data and report the organization to evaluate performance (Norton, 2012). There are certain advantages in the process evaluating a proper management controlling system in the organization to implement strategic planning. There are certain reasons, why controlling system in the organization is required in strategic planning.

With the help of a proper controlling system in the organization, the managers will be able to clearly communicate the goals of strategic planning, which will ensure every members of the organization to focus on the specific objectives, which are required to achieve the common goals of the organization (Robbins and Coulter, 2012). It will also ensure that the management control system adjusts to change in the business environment. With the help of a proper monitoring system in the organization, it will allow the organization to develop an effective control system over the organizational performance.

There are different kinds of methods, which are required by the organization to perform an effective controlling and monitoring system in the organization. Some of the important monitoring processes, which majorities of the managers performs, are reflected in the following part of the study.

Developing an effective tracking system

With the help of increasing an appropriate tracking system in the organization will allow the managers to identify the flaws in the organizational operations. It will make a clear idea about what are the different kinds of issues, which the organization is facing towards implementing a proper strategic planning process (Schermerhorn, 2012).

Coordinate business and marketing plan

With the application of a proper controlling and monitoring system in the organization, the managers will be able coordinate between the businesses as well as with the marketing plan. It is very important for the managers to make coordinate between the marketing plans as well as with the organizational plan. With the help of an effective monitoring system in the organization, the managers will be able to implement a proper strategic planning the overall organization process.

Implementing Changes when required

Implementing change in the overall organizational process brings a lot of positive impacts in the managerial operations (Seleshi Sisaye and Birnberg, 2012). If the manager of the organization finds any deviations towards implementing a proper strategic planning system in the organization, necessary measures are taken by the managers to bring back the organizational process on track by implementing change when required.


The concluding part of the study analyzed all the crucial aspects, which ensures towards a proper implementation of strategic planning in the organization. Importance of communication in the organization steps, which are adopted by the managers to implement an effective strategic plan and importance of controlling and monitoring system in the organization of strategic plan are some of the key areas of the important aspects of the organizational process. With the help of this particular study the organization will be able to focus on its objective with the view of implementing a proper strategic outcome.


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