Case Study

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Strategy that SNC-Lavalin is using to successfully compete with other companies

and stay on top.

SNC-Lavalin is a company which is an expert at complexity mastering since it connects

technology data and people to shape the future of their industry it is based on Montreal which

does provision of engineering procurement and construction services to different industries

such as metallurgy, mining, oil and gas, water and environment clean power and infrastructure

and is the largest construction company in Canada.

Lavalin company was founded in 1911 by Ian L. Edwards who is the Interim president and the

CEO, Kevin G. Lyn who is the company chairman and Sylvian Girard who is the executive vice

president and CFO of the company. The company services include: Project management,

Construction management, operations and maintenance and procurement it has employees

worldwide who are over 50,000 and the employees have offices in more than 50 countries

operations in more than 160 countries.

The company is progressing very well and is one of the tops most companies in Canada, it is

successfully competing with other companies and staying at the top due to its different ways of

doing things. The company is using its industry know-how and leading resources to create and

deliver outcomes which are predictable to for an unpredictable world.

The company owns offices worldwide hence this will help them to connect people and generate

knowledge so as to come up with solutions to get rid of the today’s most pressing challenges.

The company is focused and is allocating capital so as to toughen its financial pliability and

support its growth. The company also allows for employee autonomy hence giving its
employees an autonomy to perform their tasks hence making its employees to let them know

that the company trust and value them hence increasing their productivity in the company

leading to vast development of the company.

The company has also created a reward and accountability program hence encouraging its

employees to strive for excellence and as a result each employee will be aiming to be the best

of all amounting to a perfect job in the company hence the company will always be successful

and will not suffer competition from other companies.

SWOT Analysis of SNC-Lavalin company

This is the analyzation of the strengths and weaknesses, threats and opportunities in the SNC-

Lavalin company brand, it is a management framework which is proven and it enables SNC-

Lavalin brand to do a bench marking on its performance and business as compared to other

companies which are competing with SNC-Lavin company.

The following is the Strengths, Weaknesses, Opportunities and Threats of SNC-Lavalin

SNC-Lavalin strengths There is reduced risk since services are provided to a number of

diverse sectors such as agri-food, hydrocarbons, chemicals

pharmaceuticals, environment mass transit, mining and water

management.

Their network is multicultural hence it spans every office in different

continents.

The company has also maintained exceptional standards which is

high for quality safety and health and is highly committed in

 delivering projects and they also schedule the project to completion.

It is also one of the largest and most successful construction

company in Canada.

SNC-Lavalin The company has been involved in various scandals hence its name

weaknesses has been tarnished and its publicity has become negative.

Its leadership is now void due to the resignation of the top most

executive.

SNC-Lavalin The economies that are emerging are good investment options

opportunities hence it owes to the growth of real estate.

There are huge infrastructure projects in Canada hence the

company operates nonstop.

Company’s performance and image can be boosted by tie-ups and

several partnerships.

SNC-Lavalin threats Government policies which are unfavorable and the economic

downturns may affect the operation of the company.

The prices of the raw materials are rising and therefore rising the

company’s input directly and therefore reducing growth of the

company.

There is an increasing competition from the international

construction players who are entering Canada hence reducing its

 opportunities.

SNC-Lavalin The company is facing competition from three companies such as

competitors ALSTOM, Foster Wheeler and Siemens Energy hence reducing its

performance and marketability in the world.

Levels of Strategy in SNC-Lavalin company

Market level strategy

The company released its three-year global company strategy plan on September 27, 2021

which had its main aim as to pivot the company growth. The strategy outlined the direction in

which the company is intending to drive the profitable growth through the year 2015, this

strategic plan is mainly underpropped by a concentration on core geographic areas in which its

operation takes place which is primarily United States, Canada and the United Kingdom, the

dissimilar end customer markets were also among the topographical areas.

The company is planning to improve its core four areas such as the Engineering service in

United States by ensuring that the sector is efficiently funded and its capital utilized efficiently

so as to avoid incurring losses in the company.

The SNC-Lavalin company is also intending to allocate capital in the Nuclear Decommissioning

and Waste management sector to ensure that the sector is performing its chores as expected
and in a more efficient way to ensure continuous progression in the company and maintain its

financial resilience.

The company is also planning to increase projects with a concentration on collaborative

contract models hence strengthening its financial bounciness and support the development and

growth of the company and hence supporting the next phase of the company’s transformation

and accelerating the company’s growth strategy through investments such as inorganic and

organic investments.

The company is putting sustainability at the heart of its business strategy and it also addresses

relevant strategic, economic social and eco-friendly topics through their corporate

inventiveness and its project execution. There was an essentiality for the company to use UN

SDGs as a background for accessing the topics that had become important to the company’s

stakeholders. The company has an obligation to place sustainability at the hearth of the

strategy of its business through its leadership in market and the operations and services it

provides.

The successfulness of the SNC-Lavalin company is as a result of proper planning, the company

have a team of meteorologists, engineers and toxicologists who work hand in hand to ensure

that the climatic effects that may hinder the performance of the company and the team also

helps in reduction of greenhouse gas.

The clients of the company work harder to find a smarter and a more effective way of

performing the company’s operations to make sure that the end result of the company’s
operation is always pleasing. The company’s products are also digital hence the clients prefer

purchasing the products hence increasing the demand of the company’s products.

Business level strategy

This level of strategy focus mainly on how the company will compete, the company announced

in 2019 that it had reached Competition Bureau together with the Public Prosecution Service of

Canada in relation to its role in anti-competitive activities involving different companies

producing same goods and doing infrastructure contracts.

So as to win any competition the company knows its customers well and find customer’s pain

points and then solve them, the company should share the needs of its shared target customers

better than its competitors can so as to keep its customers. The company also asks the

customers open ended questions so as to know exactly what the customers need.

The company has set a competing price so as to beat its competitors by offering more

affordable price to customers than other companies so as to attract more customers than other

companies and hence reducing competition. Most of the customers do not go for a company

because of a pocket friendly service but because of the quality of the service the company is

providing therefore the company should look for ways to improve the quality of its services.

The company has selected a god sells and marketing team which does advertisement of the

company’s services regularly so as to fetch more customers and lower the competition. A solid

market plan will also an excellent way to communicate the benefits of the SNC-Lavalin company

so as to make its service reliable.

Corporate level strategy

This level of strategy explains what the company is planning to achieve and increase its

performance and make a profitable growth, the company planning to take advantages of its

opportunities and keep an open mind so as to make right decision and recognize patterns

earlier than is competitors so as to determine whether it will achieve success.

The company is planning to set up a plan for budgeting and finance so as to determine how it

spends money so as to monitor and reduce the losses it has ever incurred; the company is

planning to prepare a solid financial plan that will be appropriately implemented into its

operations in the next two years.

The company is planning to have a good and an effective team which will be responsible for

advertisement of the company’s services so as to fetch more customers hence leading to a

successful marketing of the company’s services. The company has focused on the right areas

and has come up with a business idea so as to achieve its goals as they are key and the right

tools in making good achievements.

The company is planning to set up and build a sales funnel which will help to take the company

to the next level. Sales funnel in which the customers are always on the top will encourage

them to be loyal customers of the company, the company has also come u with ways to move

the people through the funnel to make sells. This include offering discount and getting their

contact information so as to send them updates on the company services regularly.

The company plans to increase its customer retention and fetch new customers so as to

increase and build customer loyalty hence increasing sells. The company will increase retention
of existing customers through prioritization of the customer service and hence making the

customers to support the company services, the company can also create a customer loyalty

plan which involves rewarding existing customers for supporting the company. The rewarded

customers can also help in attracting new customers to the company or getting back the lost

customers.

The company plans to enter a strategic partnership with other companies which will give the

company a chance to reach broader network of customers and alignment of growth with

strategic well-set goals. The company standards are set including guidelines and rules that will

define how the company should run so as to thrive well, the guidelines are made to be align

with the company goals and missions.

The proactive employees in the company will be empowered and encouraged to take initiative

and are given authority to make decision that can help them produce well in the company.

Giving freedom the company’s employees will make them more productive in their work place

even without any supervision.

The company is planning to expand its projects to be internationally recognized by setting

different companies in different countries hence increasing marketability of its services and

accessing more customers hence increasing the company’s growth rate and sells. The company

also plans to optimize its productivity and increase its production capacity so as to reduce

bottlenecks and make sure it catches up on backlogs.

The company plans to invest in technology in the next three years by making good use of

technology hence improving the digital workflows and business processes and other aspects of
company operations that will increase the company’s performance. Technology will boost the

company efficiently by automation of several processes and therefore reducing time taken for

certain projects to reach completion and it costs less than doing it manually.

Comparison between SNC-Lavalin company and Canadian Goose company

Canadian Goose company is one of the famous companies in production of high-quality winter

wear clothes, it is known for its high-quality winter clothes, it began in Toronto in a small

warehouse but it is know known all over the world.

The company operates internationally just like SNC-Lavalin company and has different offices in

different countries for making orders and delivery but the difference is that the company goods

comes with a warning that they are harmful to humans.

Both companies are located in Montreal and are both ethical companies since they both have

commitment in providing best services to its customers and are transparent companies for

example the Goose company is clear that they use sustainable ingredients and it respects

animal values. Both companies have no strict Canadian approval for you to be served since they

work internationally. Authenticity is the key to success for both companies and therefore both

companies are trusted by clients.

The difference between the two companies s that the Goose company goods are overpriced

and therefore it does not fetch more customers as SNC-Lavalin company which does pricing

which is pocket friendly to its clients and therefore it has more customers who are loyal than

Goose company.
Canada Goose company has its stores in more countries than SNC-Lavalin company and has

even over 50 stores in each country therefore it has gained more popularity than SNC-Lavalin

company even though its marketing and demand is lower than that of SNC-Lavalin company

due to its high pricing hence most of the people cannot afford its goods.

SNC-Lavin do not require more skilled employees as Goose company therefore it has made

employment opportunities more available than Goose company hence most of the countries

like SNC-Lavalin company because it will employ most of its youths to work in company and

help them to develop more skills.

Canadian Goose company as advanced technologically than SNC-Lavalin company since most of

the Goose company services are automated. This feature is not such an advantageous since

automation will make work easier only but it will also affect the company marketability since

employment will be lower as machines does most of work in the company

Areas in which SNC-Lavalin company do well in

The company has participated in different competition and won several awards which has

greatly helped them to improve their performance continuously and has gained industry

feedback due to such awards. The owners that the company has received has increased the

company’s workplace satisfaction and leadership.

The company is the best and large employer of the year it has ever won an award due to large

employment and best treatment of employees. The company has used its resources to help

service personnel transition from the military to the civilian’s employment.

The company is also the best project management company of the year in 2019 due to its good

leadership n the company and proper time planning. The company has a shared responsibility

hence most of their projects reach completion on time and there is a reduce risk in their

projects. The company has also a quick delivery system and hence most of its services and

products reaches its clients on time and in good condition.

In 2019 the company won the price of the best company in gender diversity; the company

fosters an inclusive culture which promotes equality in gender and employee support. The

company also majors in development of professionals who are working hand in hand to bring

the company on top and reduce competition.

The company allows for the employee input and hence the employees in the company are able

to share their knowledge and suggestions hence keeping them engaged and productive in work
place. Through engagement the employees also interact with different people and hence they

will enjoy the work place and even produce more.

The company empowers employees by allowing the company team members to entertain the

customers and make them happy using their own common sense and discretion. The

welcoming of the customers to a problem-solving session benefits the company at large as it

will help it gain more clients and make the clients to be loyal to the company.

The communication in company between management and staff is excellent and hence things

are done on time and duties are given to different employees and supervised perfectly hence

perfecting the progression of the company. As a result of good communication, the company

projects are completed on time and the company’s finance security is high. There is also a sense

of a family among the team members in the company.

The company offers a lot of freedom to the employees so as to make them more productive

and it also give them the freedom to learn new ideas through interaction and grow mentally

hence boosting a culture of continuous improvement. The company also pays attention to its

employees and recognizes their rights and needs the company appreciates the employee’s

contribution and honor their work so as to encourage them to work extra harder.
What SNC-Lavalin should do to improve its performance

For SNC-Lavalin to improve its performance and increase its progression speed in technological

advancement the company should define its present performance and its future potential using

resources such as the SWOT analysis so as to understand its strengths and know what they

should still add, SWOT analysis will also make them to understand the weakness they are

having in their company and they should now try to fix them and hence improving its

performance.

The company should pick a few goals which are well defined and work on them, the company

should not pick more than five goals as it will not be able to concentrate and focus enough

resources on each one of them so as to accomplish them on time they may even fail to finish

one. To make the company grow well the goals picked to we worked on should not exceed five

or even three for the goals to be achieved.

After picking the goals, the company should now make them specific and achievable then

prioritize them since it is very efficient to focus on some goals first than others the picked goals

should be attached to a fixed deadline.

SNC-Lavalin company should create a plan so as to help the company in moving toward

achieving goals. The elements that should be included in a plan are listing the actions which are

very necessary in detail, the time and length for each activity should be noted and recorded and

should have start and end time and personnel who are responsible for each activity to reach

completion on time should also be listed. Next, the suppliers and all staff and other resources

that are needed for the completion of the activity should also be listed.
The company should get the right people to do the job since the company’s success will be

based on the people they are working in the company right from the leaders to the employees’

best people in the company will therefore amount to a best progression in the company each

task therefore should be assigned to an experienced person.

The company should also take part in building a culture that will support the kind of the people

the plan wants and the culture that will make the workers to collaborate and work maximumly

on different projects in the company.

Beside getting to understand its staff well so as to place them in the tasks they are best in, the

company’s Human Resource department should also try to hire who are best fit for the

company’s culture from the beginning of o project till the completion. The personnel hired

should be willing and excited about being mentored and coached so as to improve their

individual performance. The most important thing in improvement of a company is to always

determine the most specific objectives.

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