Specsavers Case Study- Task

1.  Describe how Specsavers has structured its organisation in order to achieve

success in providing a service which is customer focussed.

- Specsavers was founded in 1984 by Doug and Mary Perkins. The company branches
provide not only value-for-money products but also professional clinical services. The
Specsavers range of glasses includes the latest designs from some of Europe’s top fashion
houses. All glasses have high quality PENTAX lenses. In addition, Specsavers offers a wide
range of contact lenses and products. In short Specsavers is a well-established company.

In order to achieve success in providing a service which is customer focussed, Specsavers is

following FLAT structure where there are fewer layer and wider span of control. The
company looks at customer focused strategy and depends on its people to deliver the highest
standards of customer care and service, To help them do this, the business provides a variety
of interesting job roles, as well as opportunities for career development. Specsavers have a
wide span of control where 50 – 60 staff members reports to a single Store Manager. The
store has skilled and highly motivated staff with clear job description / roles. Specsavers is
also passionate about delivering outstanding patient care. It does this by ensuring stores give
the best dispensing advice to meet customers' needs. Employees are expected to share
Specsavers' vision of providing patients with the best possible service. Specsavers is an
international company with over 1300 stores around the world it follows a multi customer
segment strategy. Since the company is global it has localise employees to serve its
customers.

2. The case study refers, to centralisation and decentralisation as an approach used

by the company. How does this fit in with the theory that we have discussed today?
How does this approach impact on the desire of the management for the company to
be customer focussed?
- Specsavers follows formal structure as in following an organisational structure have high
specialised staff and clear job roles. The company follows Alfred Chandler American
Based Theory, A mix on centralisation and decentralisation.
 Centralisation where activities are concentrated at the Head Office of a firm. For
example, Specsavers' huge buying power for frames and lenses enables it to pass
on savings to customers. Head Office also provides centralised IT, legal, finance
and marketing support for all branches 
 Decentralisation which involves giving responsibility for decision making to local
operating units, e.g. branches. Individual stores are run by the owners, who have
direct, local knowledge to meet local consumer demands.

This has a huge impact as in where local operating units get the power/responsibility of
decision making. The stores are run by the owner and Unlike many other types of retailing,
selling spectacles involves much interaction with local customers.
3. Discuss how Specsavers benefits from employing people who specialise in one
area of the business and encouraging them to work together.

- This has a huge impact on the reputation, brand name and profits of the company.
Hiring skilled and specialised employees and proving them with roles and
responsibility like Optometrists, Dispensing Opticians, Store Supervisor. Having Division of
Labour where in employing right people with the right skills hired in the right department
linked to their Job Description. Following a sequential/ reciprocal interdependence.
This will insure the company is on track and produce quality products with excellent after
sales services. Also the Specsavers staff will feel motivated and satisfied with their job roles.

4. Describe why it is important, for organisations such as Specsavers, to consider the

importance of:

 Organisational Mission and Objectives

A MISSION statement is important for an organization because it defines the business,
products or services, and customers. In addition, a mission statement allows the organization
to differentiate itself form competitors by answering three key questions: What do we do, for
whom do we do it, and what is the benefit?

A OBJECTIVIES\ VISION statement describes how the future will look if the organization
achieves its mission.  An organizations vision or preferred future must contain information
that is realistic, believed and attractive for the organization in the future.

The mission and objectives statements are important tools of strategic planning, and thus they
help to shape the strategy that will be used by an organization to achieve the desired future.

Firm like Specsavers it is very important to develop a strong mission and objective statement
for the organisation. This will not only help the organisation with a clear and effective guide
for decision making but also help with the increase in the efficiency and productivity in the
organisation. Secondly employees will get to know the direction that is to be followed by the
organisation and also the goals\ destination the organisation wants to climb up.

 Span of Control
It is beneficial to follow wide span of control for firms like Specsavers because Staff are
empowered to make their own decisions and to carry out their own tasks without interference
by managers. Less managers are required and wages are saved because in a wide span of
control large number of employees report to a single manager. Fast communication among
departments.

 Chain of Command
Chain of command in simple language means levels of management. Since
Specsavers is following a flat structure it follows a short chain of command
meaning less level of management. It benefits with better and accurate
communication among the departments. Span of control will be wider with
more trust.
 Communication

It is crucial to communicate effectively in negotiations to ensure organisation achieve

its goals. Communication is also important within the business. Effective
communication can help to foster a good working relationship among staff, which can
in turn improve productivity and efficiency. With better and friendly communication
employees will love to work in teams. Concluding Specsavers will bring in profits if
and only communication is strong and healthy.