Idigo ice cream strategically change

Executive summary
The report had analysed the full issues of the companies and the market of the relevant industry. Seeing the whole study one should find the expert views and ideas relevant to issues which was acknowledge the plans of the company in which is more concerned to the revenues of the company as well as maintaining the customer. The explanation by the different experts and business philosopher has mention in the report which would study the strategy of company. There are various strategy and analysis techniques and tools develop by the experts of marketing in order to maintain the product and services more sustainable. In this report the whole strategy planning is shown with the execution level of decision making by the new CEO, as what changes in the management been shown. The environmental scanning would show the merits and demerits of the company so it would be real easy for the company. Looking to the fast food industry one should reveal that ice cream markets are very much seasonal and obvious. The each country and region places more importance, as the companies situated in the hot region and country where the weather is milder will make the company work more sustainable. The international markets of the ice cream are not so much develops but the companies like marks and spencer holds the huge name in it.

Introduction
The idigo ice cream incorporated is just the concerned about the making of the ice cream and delivering to the customer in the store as well as the home delivery. The idigo ice cream company is also providing the services of catering in the different functions in order to build the products and services. This company is looking forward for the manufacturing of ice cream in the whole country, but due to lot of the substitute products available in the market the company leader needs to bring certain managerial changes, this company hire new leader, as this leader is not the scholar in the same industry but the sense of studying the market is more powerful. The leader should over look towards the strategy issues such as key issues. These key issues make the company strategy more planned and unique; so that company hold the strength to make more profits in the future with gradually increase the market share of the company. As the company CEO, the CEO should hold the details study of the company and its strategies for the previous years, even it should measured its strategies using the tools and techniques which are design by the experts of business leaders. This company should analysis using the planning techniques of the strategy and look forward to the issues which are important for proper design.

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What is a Strategic Plan? Entrepreneurs and business managers are often so preoccupied with immediate issues that they lose sight of their ultimate objectives. That's why a business review or preparation of a strategic plan is a virtual necessity. This may not be a recipe for success, but without it a business is much more likely to fail. A sound plan should: Serve as a framework for decisions or for securing support/approval. Provide a basis for more detailed planning. Explain the business to others in order to inform, motivate & involve. Assist benchmarking & performance monitoring. Stimulate change and become building block for next plan. http://www.planware.org/strategicplan.htm

The effectiveness of any plan is dictated by the amount of work which goes into the planning process. "One always has to balance conflicting objectives, conflicting opinions, and conflicting priorities. The best strategic decision is only an approximation - and a risk." Peter Drucker "An effective strategy is an integrated array of distinctive choices about which markets a company serves, what unique value proposition it offers to the customers, and how it arranges its functions to deliver that value." Prof Jan Rivkin A good strategy will have 3 key elements:

Creating a clear strategy for an organization has many advantages - it provides a sense of direction and purpose behind which all activities can be aligned. The ideal aim is to establish a unique and valuable proposition involving the activities of the organization. It also can cause some internal conflicts - often the decisions about what business to NOT compete for or activities to NOT do.

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The constantly fast-changing world we live in demands a clear organizational strategy. The need to keep thinking about your business and how it is equipped to cope with the demands of the market and customer needs and expectations, technology, competition puts extra pressure on top management. The more successful organizations are those that gather, manage and use information into targeted, actionable activities. It is just as important to include the ''soft'' views and intuitions of those in key positions throughout the organization as the traditional hard data. http://www.solutions4training.com/31

Indigo ice cream strategic issues

There are different issues which was faced by the idigo ice cream was, retail industry, close substitution products, methods of advertising, promotions, no marketing strategy, no cost leadership strategy etc. As in consideration with the retail industry, the idigo ice cream should think about the whole sales ice cream, there are different store should be open as ice parlour as well as the products should be distributed to the different retail store such as departmental and store and fast food store etc. The products should be available with the different services and products. In this kind of products make close substitute products are available which makes the customer mind change and understand the proper implications of customer thinking, such as example is like soft drink markets, energy drinks, and other markets such as hard drinks etc. The company holds less marketing strategy as the company is not dealing with the customer directly some times. There is no proper marketing strategy and budgets are been prepared which would make the company to design the launching of its services in the best way. There are no promotions done by the company which should be done and these issues make the company more compatible. There are no budgets been measured that how much the time one should be looked, there are several availability of the advertising scheme, but the company should do advertising more powerful because through advertising the awareness of the products are been viewed in the market of the company.

Task 2 Social mission for strategy

The company should work in the mission, and vision as it is very much important for the company. The main strategic requirement of the company is to look forward and work towards the statistics issues regarding the management of the company. Every
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company had its vision building which they should be looking forward to build up to that much level in the functioning of business. The mission of the company is also important because it made the company objectives work on that path which the main purposes of building of the company. Mission is considered as the one stone of the foundation of the strategic management. Without the mission the company holds no aim or the purpose to do business and the objectives are also not been decided this can make more authentic in the matters of expanding the business as well as enlarging the business activities. The CEO has to develop the main strategy looking towards the companys mission, as the company mission is mostly to deal with each and every customer up to excellence level making satisfactory products with full potential services. The customer is considered as the partners of the company, and main components of delivery business. There are lot of the social responsibility coming in the business which should be taken care of at the time of uplifting the business. Strategists are individuals who are most responsible for the success or failure of an organization. Strategists are individuals who form strategies. Strategists have various job titles, such as chief executive officer, president, and owner, chair of the board, executive director, chancellor, dean, or entrepreneur. Strategists help an organization gather, analyze, and organize information. They track industry and competitive trends, develop forecasting models and scenario analyses, evaluate corporate and divisional performance, spot emerging market opportunities, identify business threats, and develop creative action plans. Strategic planners usually serve in a support or staff role. Mission statements are "enduring statements of purpose that distinguish one business from other similar firms. A mission statement identifies the scope of a firm's operations in product and market terms. It addresses the basic question that faces all strategists: What is our business? A clear mission statement describes the values and priorities of an organization. Developing a mission statement compels strategists to think about the nature and scope of present operations and to assess the potential attractiveness of future markets and activities. A mission statement broadly charts the future direction of an organization. As in these companies the whole history is left for the using in the planning of strategies, as the CEO of the company Abraham it had over view the social mission of the company and tries to applied in the strategy. With this decision of the CEO there are lot of changes in the company had been notice from this one of the it was it had become more authentic for the customer and make customer feel like more importance. Through the social mission strategy the CEO had made the social marketing concept more clear in the ice cream corporation of idigo, as this marketing concept made the social responsibilities of the customer more authentic, and serves the customer and society in the best possible manner. A good mission statement describes an organization's purpose, customers, products or services, markets, philosophy, and basic technology. According to Vern McGinnis, a mission statement should Define what the organization is and what the organization aspires to be,
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De limited enough to exclude some ventures and broad enough to allow for creative growth, Distinguish a given organization from all others, Serve as a framework for evaluating both current and prospective activities, and Be stated in terms sufficiently clear to be widely understood throughout the organization. A good mission statement reflects the anticipations of customers. Rather than developing a product and then trying to find a market, the operating philosophy of organizations should be to identify customers' needs and then provide a product or service to fulfill those needs. This concept of the mission is build up by the company where the importance is shown to customer rather than holding the necessary things for the company. There are lot of the companies who hold all the necessary information regarding the company, as this company hold more than certain amount which would deliver the concept of social marketing, and importance of social mission.

Task 3

The organisation structure

In every business houses the structure of the firms is very important as this structure is making the working and functioning of the operations, like the formal structure is quite important for the large scale units because there are lot of the employees which should be allocated to one position for the certain level of work. In this ice cream corporation the working was done the basis of informal organisations structure. But i would recommend to the firm to change its organisations structure because this structure is very much personally and complex if the unit plans to expand. In this work flow is very much of confusion. There are no specialisations of the employees as everyone in the company can change or shift their places when they plan to work at different level of the unit. The CEO should try to change the organisation structure in to the formal structure this structure makes the functioning and working of the units in more better and formal way. It shows the whole flow of the work, as which employee is line up where with what kind of activities. The structure of organisation is very important for the successes of the business. There are lot of experts which are thinking that organisations should in the more national ways such as informal way is also important for the team to achieve their plans and goals. The companies hold the power of organising which should be taken care of first as one of the experts shows the importance of the organisation

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structure by saying that The purpose of organizing is to achieve coordinated effort by defining task and authority relationships. Organizing means determining who does what and who reports to whom. There are countless examples in history of well-organized enterprises successfully competing against, and in some cases defeating, much stronger but less-organized firms. A wellorganized firm generally has motivated managers and employees who are committed to seeing the organization succeed. Resources are allocated more effectively and used more efficiently in a well-organized firm than in a disorganized firm. There are various aspects which make the organisations feels keep the informal structure that is because of its various advantages but this advantages fails in long terms aspects. The SBU structure groups similar divisions into strategic business units and delegates authority and responsibility for each unit to a senior executive who reports directly to the chief executive officer. This change in structure can facilitate strategy implementation by improving coordination between similar divisions and channelling accountability to distinct business units. In the ninety-division conglomerate just mentioned, the ninety divisions could perhaps be regrouped into ten SBUs according to certain common characteristics such as competing in the same industry, being located in the same area, or having the same customers. Thus the structure of idigo ice cream should be formal which i would recommend to the CEO for the better strategic plans and working of the company more effectively.

Reference
Porter, M. E. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press. Anderson D and Dawes S (1994) Strategic information management: conceptual framework for the public sector 335-353, New York: McGraw Hill. Dess, Lumpkin and Eisner (2007) Strategic Management: Creating Competitive Advantages, New York: McGraw Hill Porter, M. E. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press Kotler, P. 1989. Social Marketing: Strategies for Changing Public Behaviour. Free Press. http://www.peerpapers.com/essays/Pest-Swot-Analysis/190048.html http://www.scribd.com.html

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