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GLOBAL CORPORATE

STRATEGY

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KEY STAKEHOLDERS
1. ASC Shareholders
2. ASC Directors
3. General Managers
4. Assistant General Managers
5. Commissioner
6. Head Coaches
7. Assistance Coaches
8. Swimmers
9. Company Sponsors

PREFACE
Active Swim Company (ASC) is the swimming company that assists in providing
training and teaching to the non-swimmers. Company mainly consists of 22 members but only 4
members constitute the board of directors. The General Manager of firm is having the charge for
managing operational or day to day activities of organization. Company also possesses total 18
volunteers that provide teaching to the swimmers and customers. Beneath, there is the
organizational chart of Active Swim Company that mainly summarizes the structure of company.
Corporate structure consists of directors that maintain the rules and regulations within
organization so that corporate governance must be ensured in the organization. Director
supervises the general manager and head coaches to enable internal public relations so that they
would render ethical and effective services to their customers and swimmers. The head coaches
are liable for providing proper services to the swimmers. Hence, manager must maintain
communication and relations with the coach so that they can come to know about the changing
norms and regulations.

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TABLE OF CONTENTS
KEY STAKEHOLDERS.................................................................................................................3
PREFACE........................................................................................................................................3
INTRODUCTION...........................................................................................................................5
ACTIVE SWIM COMPANY'S OBJECTIVES ..............................................................................5
ACTIVE SWIM COMPANY'S BUSINESS STRATEGY..............................................................6
ETHICAL ISSUES .........................................................................................................................7
TRANSPARENCY AND ACCOUNTABILITY.............................................................................8
SOCIAL AND ENVIRONMENTAL SUSTAINABILITY.............................................................8
FUTURE STRATEGIES.................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

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INTRODUCTION
Active Swim Company mainly renders the services and sponsors to different swimming
sports so that they can encourage the swim sports activities in Dubai and in other nearby
destination (Tricker, 2015). Currently, company is operating their activities in Dubai, Abu Dhabi
and Al Ain but reviewing its growth rate annually that is 20% annually. ASC plans to expand
their activities in the nearby area that is Sharjah, Fujairah and Rak. The organization also focuses
on providing the worlds best trainers so that they can render proper services to the swimmers.
The swimming pools of company are well developed and they also provide different facilities are
per the requirement of swimmers. In addition to this, company has also ensured that roads that
are linked or connected with the swimming pools are lighted and secured all the times.

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Corporate governance is defined as the mechanism and process through which the organizations
operations are directed and controlled to become successful in the external environment.
However, the corporate governance also provides an effective structure and framework through
which company can accomplish their stated objectives and balances different interests of their
stakeholders like shareholders, management, customers, suppliers etc.

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ACTIVE SWIM COMPANY OBJECTIVES
The objectives of ASC are to become a leading company of UAE, Dubai that recruits and
sponsors the world's best swimmers and provide swimming lessons or teach the non-swimmers
of UAE region (Filatotchev, Toms and Wright, 2006). Some objective of ASC is short term while
other objectives are long term in nature. However, with the changing demands in sports
environment, the company also revised their objective to sustain in the market. The different
objectives of Active Swim Company are:

Growth: The main objective of ASC is to grow and expand their activities in different
regions of UAE. For this, company will mainly concentrate on the personal and
professional development of individuals in (De Andres and Vallelado, 2008). However,
with the annual growth of 20%, all the shareholders focus on attaining the higher profit.

Commitment: Another objective of company is to provide the best experience to


swimmers and individuals to whom ASC serves their services. The demand of swimming
facilities is expected to rise with the rise in population of UAE. However, company will
provide effective training to the swimmers who are willing to swim at low-priced market
rates (Hillier, Grinblatt and Titman, 2011).

Safety and security: The main objective of business enterprise is to ensure proper
security and safety of their stakeholders, employees, swimmers etc. while providing
services (Corporate governance strategy, 2007). However, to enhance the security and
safety of swimmers and their family members, manager of ASC will have to get engaged
with the local police for their security and safety.

Corporate activities: Another objective of ASC is to perform different corporate activities


to enhance their image in the target market of Dubai. Company gives certain percentage
of their annual revenue for the development of society. The firm mainly provides a
particular amount of their revenue to the disabled and needy people. Hence, the aim of
ASC is to perform Corporate Social Responsibility (CSR) activities for the upliftment of
society (Leblanc and Gillies, 2010).

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ACTIVE SWIM COMPANY BUSINESS STRATEGY
The business strategy will assist the firm in attaining success in the competitive
environment while attaining the overall growth of organization (Solomon, 2007). The decision in
ASC is being taken by all the shareholders through conducting meeting. However, the board of
director is responsible for implementing and taking the corrective actions so that they can ensure
smooth functioning of company's activities.
However, the business strategy of Active Swim Company is to build or develop the
proper swimming pools so that they can attract large number of swimmers within operating areas
(Turner, 2014). The directors must constitute the team of experts and professional architects that
will help in constructing different pools for distinct age group swimmers. However, the architects
hired by company will design excellent swimming pools and that would be approved by the state
authorities for enabling full safety of swimmers. Moreover, company would also hire different
professionals from different countries to design the pool for Active Swim Company (Gourevitch
and Shinn, 2005). However, for determining the success of Active Swim Company in UAE, the
manager should also focus on the pricing of their services that they would render to its market
customers and swimmers. The high price charging for services will discourage the customers to
use their services while, the high prices for services will result in incurring losses. To overcome
the problem, Active Swim Company will regularly analyse the market and set the suitable rates
for their services (Agrawal and Chadha, 2005).

ETHICAL ISSUES
The different ethical issues that Active Swim Company attempt to address are corruption,
equity, trust, clarity and sincerity. Moral principles are those that primarily influence the success
of business in the competitive environment as well as it will also result in raising the minimum
issues (Dyck, Volchkova and Zingales, 2008).
For addressing the ethical issues, company has separate departments that deal with the
issues and problems that arise in the firm. The director also focuses on proper guidelines and
rules that help in treating all the stakeholders ethically so that they would render effective swim
services to different swimmers and customers (Filatotchev and et.al., 2007). The proper
guidelines ensure:

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Providing accurate and timely data about companys performance and business
potentiality so that different shareholders can be informed about their investment
decisions.

Best attempt to raise the financial condition of their different shareholders.

Company mainly desires to attain higher profits and revenue by maintaining fairness and
sincerity in ASC (Ayuso and Argandona, 2007). Many companies charge high expenses from the
swimmers and customers so that they would maximize the profitability of company. On the
contrary, it increases the profits of company but it also devalues the image of firm in the market.
For enabling the ethical practices within ASC, the director must ensure different internal
governance mechanism that will help in controlling the operations through policies and
guidelines and also support the firm in attaining goals and objectives (Galbreath, 2006). The
internal governance mechanism includes:

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Supervisory board: The supervisory board has being formed within organization. It is a
two-tier board that supervises the activities of management regarding implementing the
corporate governance strategy. However, it also plays an advisory role for the
management personnel (Corporate Governance System, 2015).

Board of directors: They are the one that represents the organization and they are also
responsible for monitoring the strategic decisions which are taken by the top-level
executives.

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TRANSPARENCY AND ACCOUNTABILITY
There are mainly two principles that will support Active Swim Company in overcoming
the issues and problems that often arises in the firm (Young and et.al., 2008). The two principles
are transparency and accountability. Through having transparency in the organizational policies,
strategies and activities of the firm, it should maintain an effective relationship with the
swimmers and customers. However, it is essential to conduct the activity in an open manner so
that ASC would overcome any unethical practices that are occurring in the organization
(Corporate Governance Value beyond compliance, 2011).
Another aspect of avoiding ethical issues include that all the stakeholders existing in
company should be aware about their duties and reporting relationship, that is, to whom they
have to report. The accountability shows that assistant coaches will be accountable to report the
senior executive or their head coaches. However, in Active Swim Company, directors and their
executives are accountable for taking decisions and for maintaining internal public relations so
that head coaches would render quality services to the customers and swimmers (Johnson and
et.al., 2013).

SOCIAL AND ENVIRONMENTAL SUSTAINABILITY


In the present era, all companies are focusing more on developing their surroundings in
terms of sustaining in the environment. For this, company must ensure to perform their daily
activities as per the legal and social expectations (Brav and et.al., 2008). Another key principle of
Active Swim Company is to ensure environmental sustainability. However, the government has
taken several initiatives that enforced several legislations and acts to safeguard the environment
in which company operates their business activities. Moreover, it is also required by the firm to
invest certain amount of their generated revenue in the development of society. For preserving
the environment, company will engage in planting trees in the surrounding area. However,
company through partnering with different environmental organizations, take many to preserve
the environment (Filatotchev, Lien and Piesse, 2005).

FUTURE STRATEGIES
Currently, Active Swim Company is having presence in Dubai, Abu Dhabi and Al Ain.
However, the firm is planning to expand their activities in different regions of UAE that is Rak,
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Sharjah and Fujairah in the future (Filatotchev, Toms and Wright, 2006). To achieve this
objective, organization will concentrate on different strategies like:

Financial Credit: For expanding the businesses in new areas that is Rak, Sharjah and
Fujairah, company requires a huge amount of investment and capital so that they would
successfully get established in different regions. However, company is growing by 20%
annually but currently; it is not able to sustain the expansion projects. As a result, Active
Swim Company would have to take financial credits from bank to recover their
investment shortfall (Hillier, Grinblatt and Titman, 2011).

New Venture: Another future strategy to accomplish the objective is establishing new
venture of company. Active Swim Company's core business is to provide swimming
activities and learning to different swimmers and customers. Diversifying business
activities will assist in generating the revenue for firm (Corporate governance strategy,
2007).

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CONCLUSION
From the report, it is concluded that the future of Active Swim Company is bright as the
firms profit is rising steadily in every next year. However, the report has also concluded that the
business strategy for organization will help them in attaining higher profits and in expanding
their business activities in new areas. In addition to this, the report has also come to know about
the ethical issues that arise along with the ways to overcome them. The two aspects that defeat
the ethical issues include transparency and accountability. Lastly, the report has also concentrated
on the future strategies that will support the firm in expanding their business activities.

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REFERENCES
Books

Gourevitch, P. A. and Shinn, J., 2005. Political power and corporate control: The new global
politics of corporate governance. Princeton University Press.

Hillier, D., Grinblatt, M. and Titman, S., 2011. Financial markets and corporate strategy.
McGraw-Hill.

Johnson, G. and et.al., 2013. Exploring strategy: text and cases. Pearson.

Leblanc, R. and Gillies, J., 2010. Inside the boardroom: How boards really work and the coming
revolution in corporate governance. John Wiley and Sons.

Solomon, J., 2007. Corporate governance and accountability. John Wiley and Sons.

Tricker, R. I., 2015. Corporate governance: Principles, policies, and practices. Oxford
University Press, USA.

Turner, J. R., 2014. The handbook of project-based management. McGraw-hill.

Journals

Agrawal, A. and Chadha, S., 2005. Corporate governance and accounting scandals. Journal of
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Brav, A. and et.al., 2008. Hedge fund activism, corporate governance, and firm performance. The
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De Andres, P. and Vallelado, E. 2008. Corporate governance in banking: The role of the board of
directors. Journal of banking and finance. 32(12). pp. 2570-2580.

Dyck, A., Volchkova, N. and Zingales, L., 2008. The corporate governance role of the media:
Evidence from Russia. The Journal of Finance. 63(3). pp. 1093-1135.

Filatotchev, I. and et.al., 2007. FDI by firms from newly industrialised economies in emerging
markets: corporate governance, entry mode and location. Journal of International
Business Studies. 38(4). pp. 556-572.

Filatotchev, I., Lien, Y. C. and Piesse, J., 2005. Corporate governance and performance in
publicly listed, family-controlled firms: Evidence from Taiwan. Asia Pacific Journal of
Management. 22(3). pp. 257-283.

Filatotchev, I., Toms, S. and Wright, M., 2006. The firm's strategic dynamics and corporate
governance life-cycle. International Journal of Managerial Finance. 2(4). pp. 256-279.

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Galbreath, J., 2006. Corporate social responsibility strategy: strategic options, global
considerations. Corporate Governance: The international journal of business in society.
6(2). pp. 175-187.

Young, M. N. and et.al., 2008. Corporate governance in emerging economies: A review of the
principalprincipal perspective. Journal of management studies. 45(1). pp. 196-220.

Online

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<http://www.afdb.org/fileadmin/uploads/afdb/Documents/Generic-Documents/003_CG
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Corporate Governance System. 2015. [Online]. Available through:


<http://www.iberdrola.com/webibd/gc/prod/en/doc/gobierno_corporativo.pdf>.
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Corporate Governance Value beyond compliance. 2011. [Online]. Available through:


<http://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/KPMG-
CII_Corporate_Governance_publication.pdf>. [Accessed on 2nd September 2015].

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