Case 8

BUSINESS STRATEGY,
MARKETING ORGANIZATION
CULTURE, AND PERFORMANCE

MBA 634 BRAND MANAGEMENT

Patricia Bianca Arceo
May 13, 2023
VIEWPOINT AND TIMELINE

Top Management at Present time

 PROBLEM AND OBJECTIVE

Problem Statement

How can organizations align their culture and strategy

effectively to will result to increase in productivity and
performance?

Statement of Objective

To identity the most suitable way of aligning business

culture and strategy in the Philippines context.
 AREAS OF CONSIDERATION
Misaligned culture and strategy
Increase performance and productivity through
Focusing on organizational culture instead of
shared vision and purpose
performance
Builds trust and loyalty by fostering a positive
Cultural change and alignment is costly
work environment
Possibility to lose organizational identity
Attracts and retains talent by providing an
Challenging to execute and takes a long time to
exceptional employee value proposition
change
Differentiates you from competitors with a
Stressful and can cause tension within the business
unique identity and values

Develop a sense of community for employees
Create direct connections
Increase chance of company growth and new
market ventures
Use strong and appropriate culture to drive
productivity
Cultural changes that miss their targets
Missing the right time to culturally transform
Competition copying and taking advantage of
vulnerable position
Changes in government legislation
 ASSUMPTIONS
FILIPINO CULTURE IN BUSINESS

This case focuses on the Filipinos values in business which are

characterized mainly by doing business anchored to personal
relationships, sense of self-respect, reputation, dignity, indirect
communication, and strong family oriented values.

The case will follow these values in assessing each alternative

course of action to come up with an effective way of aligning
organizational culture and business strategy.
 ALTERNATIVE COURSES OF ACTION

ACA 1 ACA 2 ACA 3

Design an internal
communication campaign
that supports employee voice
and emphasizes the
importance of the culture and
strategy alignment
Launch an internal and
Hire for culture and center
external marketing campaign
culture in the onboarding
that highlights company
process
culture and strategy
 ANALYSIS: ACA 1

ADVANTAGE DISADVANTAGE

Develops consistency in communication

Change is internal only and may not be recognized by
Allows employees to have a two-way communication
clients/partners outside the organization
with top management and provide feedback if there are
Not all employees are open to change, specially for those
disconnect with the company's culture, values, and
who have been a part of the organization for the longest
strategy
time
Fosters a culture of trust and transparency
When not executed correctly, internal stakeholders may
A good way for organizations to quickly act on issues
get confused and resistant to the change
and improve
Highly dependent on the individual reception of the
Build a sense of belonging within the company that
communication campaign
improves engagement
Can be costly to implement and can cause stress within
Engaged employees are more open to change following
the organization when new culture / "rules" are
the thought that they want to help the company achieve
presented
its strategic goals, they are also more productive
 ANALYSIS: ACA 2
ADVANTAGE
Portrays a brand image that you are part of the
customer's team, not just a service provider
Ensures synergy between the business and its customers
which leads to better relationship and improved
performance
Also fosters a culture of trust which can lead to brand
loyalty
Connects to the emotion of people inside and outside of
the organization
Promotes the organization and creates competitive
advantage
Shows a glimpse of company strategy
DISADVANTAGE
Doable but can be costly to implement depending on
the marketing platform to be chosen
Dependent on the perception of audience
If culture alignment is only done through marketing,
there is a chance that people may have doubts on the
genuineness of the message
Internal customers can be harder to persuade to commit
to the change
 ANALYSIS: ACA 3

ADVANTAGE DISADVANTAGE

Organizations get to pick employees who have values

that are aligned with the company culture and who
Challenge of hiring the best fit people for the job
have the rights skills to deliver the strategy
Costly to implement
Eliminates the challenge and uncertainty of
Revision and alignment of onboarding process
organizational culture change and alignment to strategy
Salary of new hires
Ensures that effective individuals are placed where they
Older employees may feel threatened/unappreciated
are best fit
which can cause stress and dissatisfaction
When employee and company values are aligned, there
Lengthy process for HRD
is a better chance that employee is more engaged in
work leading to better performance and productivity
 DESICION CRITERIA
CRITERIA ACA 1 ACA 2 ACA 3

SUSTAINABILITY 4 3 5

EFFECTIVITY 4 3 4

EASE OF IMPLEMENTATION 5 5 4

COST EFFICIENCY 4 3 5

TOTAL 17 14 18

Legends: 5-Strongly Agree; 4-Agree; 3-Average; 2-Disagree; 1-Strongly Disagree

 CONCLUSION

HIRING FOR CULTURE

Following the analysis of each alternative course of action and the subsequent
decision criteria analysis, we therefore conclude that Hiring for culture and
centering culture in the onboarding process is the most suitable way in
aligning organization culture and strategy in the Philippine context.

Realistically, it would make sense as new hires and younger employees are
more open to changes in company culture. Acquiring employees who have
values that are already aligned with the company's culture and strategy is
more effective as these employees would be more engaged and connected to
the organization emotionally leading to increase in performance and
productivity. Older employees as well typically have the tendency to resist
change and may encounter challenges in adapting to any culture change
specially if they have become accustomed to the company's current culture.
 PLAN OF ACTION
MARKETING OPERATIONS

Identify the company culture that would best fit

Marketing team to support with the strategy. Hiring managers must
HRD in the hiring campaign. collaborate with HRD on the specific requirements
Design banners and and qualifications needed per job position.
Managers must also help reinforce the behavior.

HUMAN RESOURCE FINANCE MIS

Lead the onboarding process as aligned Partner with HRD on
Keep information up to date
with the identified company culture. budgeting compensation
and provide accurate
Periodically review, retrain, refresh, and plans for new hires and
productivity and
help managers reinforce the culture. setting up financial
performance measures.
Place in applicable rewards and productivity/performance
Assist in preparing key
compensation plan. Create activities targets. Help measure the
reports for top
that allows people to show and practice effectivity of the hiring
management.
the culture. campaign.
THANK YOU
Resources
https://www.linkedin.com/advice/0/what-benefits-challenges-aligning-culture-strategy
https://www.achievers.com/blog/cultural-alignment/
https://medium.com/@AurenDisson/3-steps-to-align-culture-with-business-strategy-35ec15963721
https://thebigpicturepeople.co.uk/blog/align-culture-with-strategy/
https://www.predictiveindex.com/blog/organizational-culture-change-examples/
https://www.forbes.com/sites/forbesagencycouncil/2021/11/19/14-smart-ways-to-market-company-
culture-internally-and-externally/?sh=6ab808e5ada3