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III. Alternatives
Considering the circumstances PPI currently finds itself in, an analysis using the SWOT-TOWS Matrix (see Figure 3)
was utilized to devise possible strategic next steps for the firm.
Explore new markets to sell packaging solutions to. This S-O strategy leverages on the premium that the firm
places on product diversification and innovation, as emphasized by its espoused core competencies. While its existing
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
product markets already capture multiple industries, this strategy will open the firm up to a larger customer base. Not only
will this potentially present positive financial results for the company — this will also aid in the realization of its goal of
expanding its reach to industries outside of cosmetics and personal care. This S-O strategy is highly dependent on the firm’s
already established R&D and production capabilities, and will entail additional costs for market research, product
development, and production. One downside to this strategy is that the company may face a risk of stagnation or decrease in
their overall revenues given that it only comprises a small fraction of the general packaging industry’s total market share.
Furthermore, it faces the risk of competition with firms’ existing packaging suppliers with differentiation or low cost
advantages.
Perform organizational overhaul and restructuring. This W-O strategy seeks to address internal issues
surrounding PPI’s systems and infrastructures, as these are deemed essential in the firm’s overall effective operation before
further growth strategies can be pursued. The proposed restructuring will require adjustments geared towards the firm's
current mission, vision, and values (MVV), people (e.g. role assignments, management styles), and systems (e.g. inventory
tracking, recruitment). Because the firm’s old ways of working will not be sustainable in the long-term, initiating the
necessary changes within its organizational structure will address top management’s concerns on business continuity, all
while paving the way for sustainable business growth that is independent from its current management team. However, a risk
that comes with this alternative is in the challenges that come with its effective implementation, given that it encompasses a
significant portion of the business. Furthermore, potential resistance from its employees can be expected if expected changes
are not communicated properly.
Strengthen R&D and create a product line for environmentally-friendly packaging. This S-T strategy leverages on
the PPI’s strong R&D capacities and responds to global trends towards more environmentally-friendly products. This poses a
potential point of differentiation for the firm, which sets it apart from its competitors InPacking Inc. and Plastics Corp. whose
competitive advantages lie in their wide options for customization and cost competitiveness respectively. As no other firms
currently supply eco-friendly packaging options, this strategy would grant the firm a first-mover advantage. However, a
potential threat to this strategy is in regard to the fact that local acceptance for eco-friendly packaging is still in its early
stages, thereby potentially bringing about a stagnation or decline in the company’s overall revenues.
Acquire its supplier/s (Backward Integration). This W-T strategy is in response to the high bargaining power of
suppliers for firms in the packaging industry. The upside of this strategy is in the increased control it will grant PPI over its
supply chain and production efficiencies, consequently allowing the firm to achieve superior profit margins over its
competitors. Furthermore, this also aligns with the firm’s mission of providing “quality packaging solutions” as backward
integration will allow the firm to gain control over the raw materials used as inputs for its production. However, doing so may
require a large investment on the part of the firm given the size and scope of its suppliers’ businesses.
IV. Recommendation
To determine which strategy is most worth pursuing, the four (4) alternative strategies were assessed on the basis
of the weighted scores yielded from a Quantitative Strategic Planning Matrix (QPSM) (see Figure 4). The weighted scores
generated reflect the attractiveness of the proposed strategies, and were scored on the basis of how well they can contribute
to the previously defined factors within the firm’s internal and external environment.
The first strategy (S-O) is generally a risky alternative to pursue. Although it leverages on the firm’s strengths in
product innovation, diversification brings about a great risk as operational/production challenges are likely to be faced given
the firm’s already expansive product portfolio. Furthermore, investments made towards new product markets may not be
worth the while if no/minimal gains are expected in terms of the company’s market share in the total packaging industry. On
the other hand, the second strategy (W-O) seeks to address all of the internal weaknesses identified for the firm, which is
rooted in its overall lack of strategic planning. As this entails substantial adjustments to accustomed internal practices, there
runs a risk in terms of employee resistance. The third strategy (W-O) also builds on the company's internal strengths,
specifically that of R&D and product development. While expanding production to the manufacturing of
environmentally-friendly packaging may serve as a competitive edge for the firm, its poor local market potential may bring
about negative implications for the firm. Finally, the final strategy (W-T) focuses on minimizing the risks entailed by the firm’s
weaknesses and external threats. The increased production/supply control that backward integration offers is desirable,
however, the large costs that it may entail serves as a deterrent to this strategy.
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
With a weighted attractiveness (WA) score of 6.22, the recommended course of action for PPI to take is to perform
an organizational overhaul and restructuring (W-O). Among all of the alternatives proposed, this strategy bears the most
potential in terms of improving long-term company performance as it seeks to address internal issues first before other
growth strategies are pursued.
V. Implementation/Action Plan
The proposed Triple P Strategy (Planning, Performing, and Polishing) is seen to be performed over a two and a half
(2.5) year timeline. Triple P is envisioned to initiate a shift towards a management focus that is rooted in strategy and
long-term planning, as well as address the internal deficiencies prevalent in the company’s current ways of working. Note
that while the timeline being referred to marks the timeframe for the implementation of the proposed internal systems, the
change and improvement process is a continuously ongoing one.
Phase 1: Planning — Revisit organizational goals and align internal/functional systems accordingly (12
months). A formal review of the firm’s MVV is needed in order to identify items which are outdated and require changing (see
Figure 5). With the newfound direction towards strategic planning and formalized internal processes, the firm will need to
consider its current strengths and weaknesses so that it can gauge which areas do not align with this strategy and require
modifications. At this phase, gathering of feedback from a bottoms-up perspective is of utmost importance so that
employee-level insight can be fitted to the systems to be initiated. To mitigate risk of employee reluctance in voicing out their
opinions, this step can be performed through anonymous surveys or focus group discussions. From the gaps identified, the
firm can then outline a new organization structure that clearly defines decision-making authorities within departments,
employee attributes, as well as the distribution of functions within the organization. It will also need to outline which internal
systems are lacking, and which of its existing internal systems require cross-functional integration. For one, the
establishment of formalized recruitment procedures are crucial in the firm’s hiring of qualified employees, so that top
management’s micromanaging tendencies can be eliminated. Strengthening of its sales management strategies, through
functional integration with its production function, will aid in its efforts in forecasting and inventory management. With these
identified gaps as a starting point, functional management teams are able to take ownership over the functions, and are
assigned to construct change plans that will be implemented in Phase 2 of the proposed strategy.
Phase 2: Performing — Implement change plans and measure results against objectives (6-12 months). In this
phase, the execution of initiatives to address gaps identified in Phase 1 will be executed. Using the McKinsey 7S Framework
(see Figure 6) as a framework, a summary of the initiatives to be implemented are outlined below:
1. Strategy: Emphasis on long-term strategic planning; functional goal alignment; establishment of performance
metrics or key performance indicators (KPIs); strengthen R&D capabilities
2. Structure: Clear function definition and role delegation; establishment of separate functions for finance and
marketing; hiring of capable employees
3. Systems: Strengthened/improved internal processes; formalized recruitment procedure; integrated inventory
management system for operations and sales
4. Shared Values: Well-communicated business objectives; open communication channels
5. Style: Top management focus on long-term business planning while employees focus on day-to-day operational
work
6. Staff: Training of best performing employees to prepare for future succession plans; inclusion of non-family in
leadership roles
7. Skills: Provision of skills-building initiatives; putting a premium on innovative and forward-thinking applicants
during recruitment
Phase 3: Polishing — Execute necessary refinements to implementation for continuous improvement (6 months).
Once changes have already been initiated within the firm, constant evaluation of its implementation and effectiveness is
crucial. KPIs, both on a functional and company-specific level, should be periodically measured. Apart from being able to
assess current internal system performance, doing so allows for identification of gaps which can be used to refine future
process improvement initiatives — allowing the firm to get a better picture of measures it should start, continue, or stop
doing. An outline of possible functional KPIs that are aligned with the shift towards rootedness in strategy and planning are
listed in Figure 7 of the Appendix.
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
VI. Impact
Using the Balanced Scorecard (see Figure 8) to evaluate how employing the proposed strategy will impact the
company, the following outcomes can be expected:
Customer Impact. From a customer perspective, the organizational overhaul and restructuring strategy to be
employed by the firm will manifest through an increased brand awareness, improved customer satisfaction, and a broader
customer base. With its newfound focus on strategic planning, coupled with evaluations through its implementation of KPIs,
the firm’s functional operations will be able to operate more efficiently. Establishing a focused marketing department within
the organization will bring about greater market awareness of the PPI brand — coupled with its current expanse of
distribution channels, a dedicated market team will also consequently allow for a wider consumer base. Similarly,
strengthening its R&D capabilities will improve customer satisfaction, as measures in further improving product quality will
be performed.
Financial Impact. While employing the restructuring may entail additional expenses, particularly for the setting up
of internal management tools and systems within each functional area, large potential gains in profitability and long-term
business growth are foreseen for the company. A forecasted boost in revenues is to be expected, given PPI’s strong foothold
in the local rigid plastic packaging industry, coupled with its new recalibrated strategy and dedicated and capable functional
teams. Furthermore, increasing operational efficiency through the establishment of these internal systems is seen to bring
down company expenses, presenting positive gains for the company.
Company Impact (Internal Processes, Learning and Growth). The internal-oriented focus necessitated by the
proposed strategy brings about great benefit to the firm, most especially in terms of company impact. For one, its internal
inefficiencies and error-prone processes are addressed, thereby introducing best practices that will prove to be useful —
especially in terms of sustainable business development, and when succession is necessitated. Furthermore, with top
management leading the firm with a coherent direction towards strategic planning and formalized internal processes,
actions carried out in business operations are rooted in a unified strategy towards a single goal. With the adoption of new
internal systems, as well as initiatives geared towards building employees’ skills, the firm is able to invest in its human capital
and ultimately allows for sustainable business growth that will last, even beyond management of its current family leaders.
IX. Appendix
Figure 1: Internal Factor Evaluation (IFE) Matrix
Total 1 - 2.41
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
Global beauty and personal care industry set to grow 0.16 2 0.32
Availability of recyclable plastics such as PP, PE, and PET materials 0.09 1 0.09
to be more environmentally-friendly
Fierce industry competition, each with unique selling points (USPs) 0.12 3 0.36
(e.g. more product labelling options, price competitiveness)
Total 1 - 2.16
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
SWOT Matrix
Factor Weight AS WS AS WS AS WS AS WS
S Market leader for rigid plastic 0.08 3 0.24 3 0.24 3 0.24 4 0.32
packaging in cosmetics
O Global beauty and personal care 0.16 2 0.32 3 0.48 2 0.32 2 0.32
industry set to grow
eco-friendly products
Current Proposed
Strategy To be the leading name in the Embed long-term and To be a leading name in the
Philippines’ cosmetics and personal coherent strategic planning Philippine general
care packaging industry, as well as a in business operations packaging industry by
competitive player in the global providing quality packaging
market Align functional goals to solutions for multiple
overall business strategy industries
Core competencies: Innovation and
diversification, customization, and Establishment of KPIs to Business strategy which
expansive distribution channels assess functional effectivity evolves to changed
circumstances and new
Business continuity as a major Strengthen R&D capabilities opportunities
concern
Commitment to core
Lack of long-term and coherent competencies through
strategic planning efficient internal operations
Shared Values Espoused company values include: Communicate overall A company culture where:
● Quality and innovation business strategy ● Actions are rooted
● Efficiency in the company’s
● People Establish open overall strategy
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
Staff Employs 700 employees as 2018 Inclusion of non-family A workforce that is growing
members in management alongside business growth
Leadership positions held mostly by team for
family members independent/unbiased views Openness to views outside
of family members
Training best-performing
employees to prepare for
future succession plans
Figure 10: Ratio Analysis on Packing Packers, Inc., InPacking Inc., and Plastics Corp. for 2014-2015
Venturina, Angela Kathryn R. Individual WAC 2: Packing Packers, Inc.
185180 LAS 120 - G
3 Internal systems requiring Moderate Low Test run of implementation Revisit change
further rework/refinement before company-wide plans and refine
execution based on results
Probable 1
Improbable