Beckon Dickson-Corporate Strategy Report

Executive summary

Designing a corporate strategy plan requires the knowledge of the current market on the field of products in subject. Medical supply companies have become very common due to increased demand for good health in the world. Entrepreneurs are seeing an existing opportunity, and many are shifting into this sector since it fetches a lot of revenue. The study gives a corporate strategy report for Becton Dickinson Company. The corporate strategy report composes of the problems faced by BD, data analysis, and alternatives available in implementing the recommendations. The report also gives the decision making criteria that the managers will use while implementing the proposed solutions descried. Finally, an implementation plan is defined and discussed, and the conclusion given.

Table of Contents

Executive Summary ………………………………………………………………………………2

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1.0 Introduction. 4

2.0 Beckon Dickson (A): Corporate Strategy Report 4

2.1 Problem statement 4

2.2 Data analysis. 5

2.3 Key decision criteria. 8

2.4 Alternatives. 9

2.5 Recommendations. 10

2.6 Action and implementation plan. 10

2.7 Ethical issues. 11

3.0 Conclusion. 11

4.0 References. 12


Appendix 1: Beckon Dickinson Corporate strategy model 13

Appendix 2: Key Decision Criteria. 13

1.0 Introduction

Managing an organization is very crucial especially during this era where competition is very stiff. The senior management holds the responsibility of running all the operations in an organization that include formulating the strategies that to follow. On the other hand, senior managers should come up with corporate strategic plans for their organization, with regard to the industry the company is based on. Development of a correct corporate strategy is essential for every business. Corporate strategy helps businesses to concentrate and utilize the available resources and opportunities to realize profits and become competitive in the market (Armstrong and Kotler, 2008). The management at Becton Dickinson (BD) Company has the responsibility of developing a good corporate strategy to enable them market their medical products. The company specializes in sale of hypodermic needles and syringes, medical gloves, diabetic products, and intravenous catheters. In developing a perfect corporate strategy, managers should have full information regarding; the trends in the medical industry, Sales and marketing, globalization of health care markets, and technology (Williamson, 1995). In developing appropriate corporate strategies, proper assessment of the internal and external environments of the business is essential. The internal environment includes type and nature of product, marketing mix, and the distribution constraints.

2.0 Beckon Dickson (A): Corporate Strategy Report

2.1 Problem statement

BD faced numerous issues that need the action of Human Resource Management to enable smooth flow of operations. To start with, the senior management were not satisfied with the methods the company president, Ray Gilmartins, run the organization. This was because the president never recognized the efforts of senior managers in running the company operations. This is a very bad aspect in an organization since the managers felt unappreciated owing to the fact that they tried their level best to manage make things work. This made them perform low and reduce company productivity and decreased profit margin. On the other hand, the organization had a problem with communication since people could not communicate openly. Ray, who was a sole decision maker, overlooked some crucial aspects of management in matters of human capital. Moreover, customers complained of insufficient services offered by the company therefore; the corporate strategy should address this issue. The report gives an analysis of how Ray should increase the managers’ participation in the company and develop a perfect corporate strategy.

2.2 Data analysis

Before formulating the strategies for the company, the first thing is determining the source of problems. An organization comprises of three segments namely; people, processes, and culprits. Companies always perform an analysis that aids in market entry strategies formulation. The market, cost, competitive advantage and government forms the globalization drivers that the country analysis basis the focus. This depicts weaknesses and strengths for a business to participate actively in the international market. Multinational business analysis, on the other hand, outlines the potentiality of the business to gain from the market participation. The analysis incorporates strategic levers such as marketing, location and product, and organization analysis such as culture, people, management and structure. Planning also entails knowledge of customer’s lifestyle. Lifestyle is important when designing the type of products to sell to consumers in different regions.

One of the main issues that affected BD Company is the giving out job description to employees. The senior management undertook some duties that they were not assigned, which led to conflicts as different managers quarreled over their positions. This led to de-motivation of junior managers and other employees who were not satisfied by their jobs. Decisions in cases involving human resource management and equal employment opportunities vary depending on the discrimination. For instance, the law will be stricter in cases based on sex or race than cases based on ex-offenders or union members.  For certain cases, the law may allow employers to discriminate on certain grounds such as sex, as long as they can be able to justify their actions. For example, where a man has a degree and a woman does not have a degree, or where a man receives more pay than a woman because of a higher performance (Torrington, Hall and Taylor, 2005).

In MD Company, customers usually improve their lifestyle during the holidays and thus, purchase more of new products in the market as compared to others. To address such issue of lifestyle, the company should open a website whereby customers post their suggestions and give their likes for the medical products offered. In addition, communication is very important when planning new corporate strategies. Improving the Company’s website would be most appropriate. Responding to customer issues and queries go along the way in achieving customer satisfaction; thus, in attracting and retaining of customers. It is easier to satisfy and delight customers when their true and perceived needs are known than when they are unknown.

The processes of setting objectives and budgeting in BD raised concern too. Finance managers spent more time while formulating objectives and developing the budget reflecting on these objectives. This made the division managers had less control over their areas leading to poor implementation of the set strategies meant to meet the set objectives. Budgeting process also became a problem since managers had limits over business units control, and led to conflict of interests between the budgetary aspects and set objectives. The budgetary issue also affected the overall company processes since they all depended on the budget. The senior managers were reluctant about this issue since they blamed each other for the failure.

The company had a problem in setting the corporate strategy processes. The senior managers should collaborate on developing a perfect corporate strategy for the company. After developing the overall strategy for the company, then each department has the responsibility of developing ways and means of achieving those strategies. Marketing challenges are overcome by develop a perfect marketing strategy in order to win the competition. BD HRM should develop a value and gain loyalty towards their customers by proper analyzing the market needs, and delivering what the customers want. Knowledge of fundamentals of marketing assists HRM in understanding how to create a perfect corporate strategy using value chain. In addition, today’s marketing challenges requires an organization to create a sustainable business environment taking care of the future changes. Managers have the responsibility of ensuring that they fully understand the market sector in which an organization falls in order to come up with the necessary strategies for growth. The medical products supply businesses have crowded today’s market, and they face many challenges as a result of economic changes and globalization (Williamson, 1995).

Apart from the company management the following issues also affected the stakeholders at BD. The company leaders never perfumed an analysis of their employees leading to some working in wrong positions. The role of job analysis in the selection procedure is to assess knowledge, skills, abilities and other necessary qualities for adequately performing a job and determine employee knowledge levels. From this analysis, the designer or employer of the selection process will be able to decide which actions are suitable to apply. It also provides a basis for developing a method for quantifying the job performance of the employee. Job analysis helps assess future needs rather than basing decisions on past information. Information got can be use to change information about a job such as job description and person specification. Valid and reliable data will be obtained from the job analysis (Gatewood, Feild and Barrick, 2008).  Other groups affected are the community. The community depended on the company for buying of products, and it also offered them job opportunities. Unhappy managers result in an unhappy workforce which in turn reduces the productivity of the human capital. How the situation is handled determines the success of strategy implementation process. Other parties affected are BD owners, business partners and customer (Hoskin & Harcourt, 2008).

2.3 Key decision criteria

            In developing a corporate strategy, it is very crucial to design the most appropriate alternative to choose. The managers should make a concrete decision regarding the method to use, and that enables the company make more profits. The most important thing to incorporate while developing a corporate strategy is the marketing analysis. Marketing analysis will entail having an idea of the current market, and understanding consumer needs. The first step involves situational analysis. Analyzing the current marketing situation at BD Company involves discussion of the existing marketing strategy; segmentation, targeting and positioning; and value creation process.  Appendix 1 is an example of a model that the company should adopt.

Secondly, the company strategy focuses on these main issues.

  • Improving profitability
  • Increasing sales, market share, and return on investments
  • Maintaining customer satisfaction, corporate image, and becoming consistent with these strategies.
  • The strategy should fall under the current marketing requirements; take care of the future resources, capabilities, and risks.
  • Improved speed of implementation through giving employees morale, maintain their safety, and turnover.
  • Retaining company flexibility, and minimizing the environmental impact.

2.4 Alternatives

In resolving the above problems, BD requires to consider a number of strategies. To start with, the senior management should develop a taskforce that comprises some members of management review committee and professionals with knowledge of human resource management. The team will take the responsibility of analyzing the above problems and come up with solutions and recommendations. The team will also ensure the recommendations have been implemented, and within the set time frame. Secondly, the company should come up with seminars and training sessions for the employees, stakeholders, and senior management team. The training will enable the company implement all its programs whereby every member of staff has knowledge of what should be happening. Through this, each and every person associated with the company will have a chance to contribute their views and recommendations towards these strategies. The third alternative involves giving a chance to the senior management to collect information regarding the processes and take them to the president for final decisions. Appendix 2 summarizes the selected alternatives for the company.

2.5 Recommendations

From the three alternatives, alternative one is considered the best. To start with, the management should address issues that are limiting the strategy formulation. The selected team will be liable for outlining responsibilities for each manager aimed at increasing control over one division and reducing the amount of time spent settling the arising conflicts. On the other hand, the company requires hiring marketing experts who give predictions on the future market trends to avoid instances of other competing companies overtaking them. Moreover, the selected team should come up with a calendar of events with duties and responsibilities assigned to each manager. Development of the calendar enables division managers plan for various departmental events and meet the set deadlines. According to Malmo (2000), calendar of events allows an organization avoid unnecessary inconveniencies since the management always meet the requirements and set targets.

2.6 Action and implementation plan

Conducting a corporate strategy plan is very important and as seen from the discussion, several factors will lead to a successful business for MD Company. The manager today has to make crucial decisions regarding business opportunities every single day. The big challenge is that with the frequent changes experienced today, people always find the planned strategies are not compatible to the prevailing situations. According to Future Seekers blog, the organizational environments are the forces, which consists of threats and opportunities that determine the success of an organizational change (2007). On the other hand, the external environment may include the nature, type, and distribution of customers and competition in the market. Other external environmental factors could include technology, cultural, political, legal and the economic environment. Assessment of the environmental factors helps in the development of appropriate strategic distribution plans. A proper corporate strategy is required to execute company goals and realize the marketing objectives.

2.7 Ethical issues

Cultural beliefs and perception have a significant influence in company management. In this, they dictate the expected moral aspect of an individual in the organization. Therefore, Ray being the most respected president at Beckon Dickinson should ensure that he maintains the people’s culture and avoid interpersonal conflicts among the employees and the community. Availability of conflicts in an organization has a tremendous effect on the processes and lead to more problems than solutions (Leung, 2008).

3.0 Conclusion

Managing an organization is a hard task, and leaders find themselves failing to meet the market demands in one way or another. Strategic human resource management should be present in every organization since they determine almost all processes in an organization. The following case involving Becton Dickinson (A) provides a good example of what managers today should run their companies and maintain the company’s value. All businesses need to know their target behavior and buying attitudes and needs. This will help to determine what exactly the customers expect to get when they purchase goods or services. It is easier to satisfy and delight customers when their true and perceived needs are known than when they are unknown.

 4.0 References

Armstrong, G, & Kotler, P., (2008). Principles of Marketing. Pearson/Prentice Hall.

Dozier, B., (2011)., Employee satisfaction and productivity – a case study based on the asda

Retailer. Retrieved from:

Future Seekers. (2007)., Organizational Environment. Retrieved from:\

Gatewood, R, Feild, H, & Barrick, M. (2008). Human resource selection.

The seventh Edition. USA. Cengage Learning.

Leung, A. S.M., (2008). Interpersonal conflict and resolution strategies: An examination of Hong

Kong employees. Team Performance Management, Vol. 14 Iss: 3/4, pp.165 – 178.

Retrieved from:

Hoskin, O. & Harcourt LLP., (2008). Roles of Shareholders and Directors. Retrieved from:

Torrington, D, Hall, L, & Taylor, S. (2005), Human Resource Management. The Sixth Edition

Williamson, A. D., (1995). Becton Dickinson (A): Corporate Strategy: Case Study. Harvard

Business School


Appendix 1: Beckon Dickinson Corporate strategy model

Appendix 2: Key Decision Criteria













1.  Improve (or at least maintain) profitability  






2.  Increase sales, market share, or return on investment (ROI)  






3.  Maintain customer satisfaction, corporate image  






4.  Be consistent with the corporate mission or strategy  







5.  Uses current resources and capabilities  






6.  Within acceptable risk parameters  






7.  Ease or speed of implementation  







8.  Enhance employee morale, safety and reduce turnover  






9.  Maintains corporate image  





















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