Analyse the two Organisations Operations Strategy in different ways by define each firm's Strategic Vision, Strategy, and Competitive Priorities.
Google Pixel and Telstra are the two selected organisations. Google Pixel is a product of the Google Company. It is actually a special type of phone model. Google is an American Multinational company that specialises in a lot of services and provides goods as well. It is a company that specialises in internet related functions apart from manufacturing phones using their very own operating system. The areas of technology the company covers can be said to include, online advertising, cloud computing, hardware and also software. Google pixel is actually a consumer electronic devices range that operates on Chrome operating system or on the Android. There are several pixel line of services, which include pixel tablets, Pixel laptop rage as well as the Pixel Smartphone. It can safely be asserted that Google focuses not only on their internet facilities but also on their goods.
Telstra Corporation limited specialises in media and telecommunications. It is an Australian company. The company operates on the telecommunication networks as well as the mobile net facilities, voice services, pay television and also entertainment services.
The aim of the report is to understand the organisational structure of both the companies including their value chain designs as well as their customer benefits. The following report also discusses the operational strategies and strategic vision of both the companies. Thus it can be said that the Google pixel is a product and the Telstra Company provides telecommunication facilities and services.
A thorough research on both the companies illustrates the following information:
Customer Benefits Package:
A customer benefits package of a company is defined as a part of its operations management. T6he customer benefits package comprises of both tangible goods and intangible services (Heizer 2016).
The Telstra Company comprises sixteen million customers all over the world at present. This count is more than even the customer bases of the competitors of the company. Compared to the Vodafone Australia as well as the Optus, the Telstra Company is huger (Harris 2017).
Telstra has huge ideals. It aims to give the customers more than they have ever taken from them. Rewards or benefits are also given to the people from the company. In order to show their respect towards the customers, several recognition programs are organised. In certain cases more respect is meted out to the customers than the company’s employees. There are several celebration programs organised (Kelly and Scott 2012). Loyal and lucky customers are also gifted. It is in very rare cases that the company fails to meet the needs of its customers. It is the company’s priority to fulfil all their customers’ telecommunication needs. The company’s customer benefits package comprises the following:
- Contact with the company: Each and every customer can contact the company based on their needs at any time. The company puts forward this opportunity. There are several modes of communication namely in person, by telephone or by typewriter. Under no circumstances do customer queries remain unsolved. Maximum of 5 days are taken to respond to customer mails. A sales hotline is also present where unethical sales behaviour can be reported.
- Choosing one’s own services: The company service information are provided to the customers at all times to enable customers to choose their best purchase option. Communication requirements of Regional Australia as well as priority assistance problems are also met. There is a disability equipment program for persons with disability who use the service. Access packages for low income people are also provided.
- Customer privacy: Customer privacy is maintained at all times. Company always keeps personal information safe. Accuracy f information is maintained and kept up-to-date. People are not disturbed by marketing purchases.
- Billing and payment options: Bills are accurate, received promptly as well are easy to pay. Financial assistance is also provided to those needing it.
- Security and safety of the customers: Options of blocking numbers, handsets as well as managing of unwelcome calls are available.
- Service guarantee and consumer protection code: prompt dealings with complaints are concerns are performed. Customer rights are also met (Kumar and Reinartz 2012).
- High product quality
- High end interface
- Models that are hard to replace
- New operating system owned by the company (Heizer 2016)
Value Chain Design:
An important feature of any company structure is the value chain design. The value chain analysis assists in determining the nature of a firm’s internal activities.
Telstra’s value chain design comprises the following aspects:
Smart networks along with smart people
Needs which are tailor-made
Better rostering of staff
Processes which are automated
Connection and collaboration
Efficient and smart new services (Prajogo and Olhager 2012)
Figure 1: Value chain analysis of Telstra
Figure 2: Value chain analysis of Google
The value chain analysis comprises the following:
- In bound logistics: Greatest value is generated in in-bound logistics. The company does not reveal value chain details as well as supply chain aspects to the people (Christopher 2016).
- Outbound logistics: The Company has no major outbound logistics. It sells technological physical products
- Marketing activities: Huge level of marketing activities takes place in case of Google forums (Lin and Tseng 2016).
The Analysis of both the companies comprising their strategies as well as competitive priorities is stated as follows:
Strategy and Strategic Vision:
The strategic vision is discussed below:
The company aims to improve the hardware as well as the features of the software to maintain the top quality of its products and make them irreplaceable (Stadtler 2015). The factors that Google aims to achieve with pixel are:
- Capturing the existing market of phones in the premium category (Mayfield, Mayfield and Sharbrough 2015)
- Win over competitors
- Use innovative strategies
- Beat Apple and Samsung in their strengths
- Use Smartphone market saturation as an advantage by producing innovative products
- Improve overall phone quality experience
It is necessary that the company keep maintaining its strategies to sustain their global name. The three major pillars of the company include:
- Excellent customer experience deliverance
- Growth and core value driven activities
- Building close to core business growth
The strategic enablers of the company include:
- Future network establishment
- Opportunities for digitisation
- Capabilities and culture
The competitive priorities are discussed as:
- Providing customers with the best of service
- Scoring high over competitors
- Retaining market position
- Maintaining review and customer benefit policies
Sustainable competitive advantages exist as remarkable sources in case of Google which are measured in terms of value, rarity as well as substitutability (Kelly and Scott 2012).
- Value: Products are valued and hard to replace
- Rarity: quite rare products as well as value for money
- Impossible to imitate: these products are hard to imitate easily
- Difficult to be substituted: Pixel range of products are unique and difficult to be substituted
A careful as well as through study of both the companies taken reveals that they need to understand the strengths and weaknesses of the market as well as understand their position and aim to improve the same.
Telstra is an immensely successful name in the telecommunications market and boasts of extremely loyal customers. To sustain the loyalty of its customers it is the company’s duty to keep providing the best quality services and also ensure that they remain uninterrupted. The company should move forward in terms of its strategic vision and provide all formulated services. In case the company works on its goals well it can achieve even greater success (Krajewski, Ritzman and Malhotra 2013).
Google needs to understand its drawbacks and rectify them. There are already established supergiants in the Smartphone market which have loyal customers (Pearson 2016). So Google needs to provide innovation to score high over them and develop ad retain a customer base of their own. To ensure its growth successful strategies for customer retention are important. Their product also needs to perform well (Zurich 2017).
The companies both are well known. This is definitely due to their services as well as product qualities. The companies need to maintain as well as increase their brand image. Weaknesses of the company should be detected and worked upon. These actions and their effective plan implementation are bound to make them invincible in their respective markets. Attention to their customers are well employees should be provided.
Companies globally look out for the strategies of Telstra as well as Google. Their innovations are also appreciated and carefully studied. It is quite possible for them to offer lucrative deals and seal their customer bases. At no point in time the loyalty of the companies should be compromised with.
Becoming successful needs the right blend of business acumen, risk taking capabilities as well good forethought. It is with the amalgamation of these qualities that a company achieves global dominance. It can be concluded that the companies need to understand their areas of expertise and work on them accordingly to become invincible in their respective markets. Both the companies need to keep all these aspects in mind. The examples of successful companies need to be carefully studied. The companies can then reach their goals and become immensely successful.
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