SML - Kan - NG12296 - T Mohanraj

ASSIGNMENT BRIEF
BTEC Level 7 Diploma in Strategic Management and Leadership
Qualification Unit number and title
Pearson BTEC Level 7 Professional

Qualifications in Strategic Unit 1: Strategic Leadership and Management
Management and Leadership
Student name Assessor name
Thulasithasan Mohanraj Shehan Ellankoon
Date issued Submitted on

Completion date
08.05.2021 24.08.2021 24.08.2021
Assignment title Strategic Management and Leadership
Learner declaration
Page 1 of 132
I certify that the work submitted for this assignment is my own and research sources
are fully acknowledged.
Rajmohan.raj3720@gmail.com
Learner signature: Date: 24.08.2021
Page 2 of 132
Assignment brief
Unit number and title Unit 1: Strategic Leadership and Management
Pearson BTEC Level 7 Professional Qualifications in

Qualification
Strategic Management and Leadership
Start date 08.05.2021
Deadline/hand-in 24.08.2021
Assessor Shehan Ellankoon
Assignment title Strategic Management and Leadership
Purpose of this assignment
This assignment has been designed to provide the learner with an understanding of the
links between strategic management, leadership and organisational direction skills to
apply the gained knowledge to a real-world context.
The tasks given in the assignment require extensive knowledge of the current strategies
and leadership contexts in an organisation. Recommendation is that the learner addresses
respective tasks using an organization of choice.
Scenario
The assignment will be ideally based on the learners’ own workplaces/job role and
require you to undertake in-depth research into an organisation. To address each
section of the assignment, you are to select, ideally the organization you work for, or
any another organisation you may be familiar with. It would be useful for you to
choose an organisation that is operating in an environment that requires it to refocus
its management and leadership strategy.
Section “A” (LO A, B & C AC A.1, A.2, A.3, A.4, B.1, B.2, B.3, C.1, C.2, C.3)
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Assume that you are being hired by an organization of your own choice as the head of
operations. The organisation has identified contemporary and extensive changes in
technology and business dynamics in the markets it serves. There is a need to plan
for and manage this situation.
The director board asks you to prepare a report which produces success strategies in the
areas of organizational management and leadership, performance management and
ethical practices, with a suggested change strategy on the organization’s management
and leadership to better face the technological advancement in the industry and
demands of global competition.
The strategies are to be based on your critical reviewing of the organisation’s

management and leadership and must be supported by your findings from research of
relevant theories and models.
Your report should have following areas addressed:
 Overview of the given organization and the industry sector it is situated in.
 A critical examination on contemporary and seminal theories, concepts and

models related to strategic leadership and management. (A.1)
 A critical discussion on the relationship between the organisation and strategic

leadership and management. (A.2)
 An assessment on contemporary contexts and challenges for the strategic

leaders and managers. (A.3)
 A critical evaluation on the role of the strategic leaders and managers in

delivering competitive advantage. (A.4)
 A critical discussion on performance management as a strategic tool for

leaders and managers. (B.1)
 An analyse on the equality and diversity challenges presented to strategic

leaders and managers. (B.2)
 An evaluation on the impact of morals, ethics, and organisational culture on

the behaviour of strategic leaders and managers. (B.3)
 A discussion of the relationship between organisational strategy and change.

(C.1)
 A critical evaluation of change as a process and as a concept. (C.2)
 A critical discussion of current and emerging approaches to change

implementation. (C.3)
 List of references
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Section “B” (LO D - D.1, D.2, D.3)
Assume that you were given an opportunity in beginning of the year, to apply for the
next promotion if you are going to develop your managerial and leadership skills within
six months in your organization and prepare a professional development plan focused
on self-development. Use the job role of your current working place, work context and
the organizational background to complete the work.
Your report should have following areas addressed:
 A brief overview of the organization which you are currently working at with
a detailed interpretation of the current job role.
 A critical discussion on the qualities and traits of effective strategic leaders

and managers. (D.1)
 A critical assessment on own qualities, traits, skills, and behaviours related

to strategic leadership and management. (D.2)
 Develop justified recommendations for developing own strategic leadership

and management skills and behaviours. (D.3)
 List of references
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Evidenc
Summary of evidence required by student Evidence presented
e
checklis
To achieve learning outcome A, learners need to
research ways an organisation relates to strategic
leadership and management by investigating
current challenges and contexts for leaders and
managers when they are driving competitive
advantage in an industry. Referencing the findings
of relevant management and leadership concepts,
models and theories is essential.
Learner has provided

Section evidence using
Learners should consider how strategic leadership
“A” organization examples
and management are delivered in respect of
equality and diversity challenges and impacts of as well as justified
morals, ethics and organisational culture on answers with the
management behaviour. Including research on how statistical data for the
performance can be used as a tool for leaders and relevant areas.
managers within the report is required.
Further, learners are expected to research the role

of strategic leadership and management in delivery
of organisational change, how organisations link
strategy to change, how change performs as a
process and a concept. It is a must to reference the
findings to current and emerging approaches to the
implementation of change.
To achieve learning outcome D, learners should

provide findings on the qualities and traits of
effective strategic leaders and managers.
Assessment of own skills and behaviours and
justification of recommended development of own
Section Learner has provided
skills and behaviours appropriate to the career in
“B” evidence from his self
strategic leadership and management is to be in order to prove the
included in the report. created plan with
proper justifications
Continuing Professional Development plan of no

more than 1000 words or equivalent. To include a
reference list if applicable and supported by valid
evidence. The reference list is not included in the
word count.
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General guidance about assessment evidence
The submission should be in the form of one document comprising two sections, sections
“A” and “B”.
In section “A” you are required to produce an individual written report titled
“Understanding strategic leadership and management”.
In section “B”, you are required to produce a “Professional Development Plan”, focused
on a self-appraisal.
• These documents should be written in a concise, formal business style using 1.5
or double line spacing and font size 12.
• You are required to make use of headings, paragraphs, and subsections as

appropriate, and all work must be supported with research and referenced using Harvard
referencing system.
• Report format - Please provide a referencing list using Harvard referencing

system. The recommended word limit is minimum 4000 words for each of the sections
though you would not be penalized for exceeding word count.
Primary and/or secondary research evidence findings must be appropriately referenced

within the essay and research evidence attached as annexes.
Students must submit a signed declaration that the work submitted is their own – see
the ‘Learner declaration’ box on page 2 of this assignment.
Note to assessor
Tasks 1, 2 and 3 could be completed in 1 phase, assessed and returned to the student
with summative feedback and Task 4 in another phase.
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Assignment Summary
Assessment Summary - Criteria and Summative Feedback
Achieved
In this assessment you will have
the opportunity to present Yes/No
LO Outcome(s) AC evidence that shows you are able
Section Feedback
(Indicate
to:
page
numbers)
A Achieved Achieved, the writing offers a clear critical

Understand the concept of strategic leadership and
A.1 Critically examine contemporary assessment of theory areas that is applied to the
and seminal theories, concepts strategic leadership and management of the chosen
A
and models related to strategic firm Singer PLC. Learner has critically evaluated the
leadership and management different role of leadership using leadership theories
and practically applied with Singer PLC.
Achieved The learner has effectively offered a critical debate
management
Critically discuss the relationship

about the relationship between the chosen
between an organization and
A.2 A organization's leadership and management. Provided
strategic leadership and
management examples are critically evaluating the relationship
and content is up to the expected level
A.3 Assess contemporary contexts and A Achieved A reasonable assessment of current situations and
challenges for strategic leaders issues faced by the chosen organization's executives
and managers and management has been completed. Learner has
used PESTEL framework to identify the challenging
factors for the leadership of retail industry in Sri
Lanka
T. Mohanraj Strategic Management and Leadership NG12296

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Achieved In order to provide competitive advantages to the

firm, a critical review of the role played by strategic
Critically evaluate the role of leaders and managers of the chosen organization was
A.4 strategic leaders and managers in A conducted. Learner has theoretically explained about
delivering competitive advantage competitive advantages and practically given
examples from Singer PLC on how leaders helps
toward gaining competitive advantage.
Achieved The essay demonstrates a thorough examination of
B.1 performance management as a strategic tool for
Critically discuss performance
leaders and managers in the chosen organization.
management as a strategic tool for A
leaders and managers
Performance management and training and
development processes of Singer has critically
discussed
and management in practice
strategic leadership
Achieved The analysis successfully conveys the issues of

equality and diversity faced by strategic leaders and
Understand
Analyse the equality and diversity

managers in the chosen organizational context.
B B.2 challenges presented to strategic A
leaders and managers
Learner has used gender equality and diversity,
employment opportunities for disable employees in
Singer to justify the answer.
Achieved The learner has met the assessment criteria by
Evaluate the impact of morals, completing the command word on evaluating the
ethics and organisational culture impact of the organization's morals, ethics, and
B.3 A
on the behaviour of strategic culture on strategic leaders and managers' behavior.
leaders and managers Learner has separately discussed and provided
examples from organization perspective.

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Discuss the relationship between By using competitive, interactive, business model
Understand the role of strategic leadership and management

organisational strategy and change and emergent strategies student has successfully
C.1 A Achieved discussed the relationship between the chosen
organization's strategy and change. Provided
in delivering organisational change

examples up to the expected level
Critically evaluate change as a Achieved The content assesses "change" within the
process and as a concept organization as a leadership process and a concept,
C with clear proof on a key topic. Learner has applied
C.2 A
ADKAR model to the selected change from Singer
PLC about introducing digitalized platform and
critically discussed about type of change.
Achieved The section shows successful writing on current and
Critically discuss current and
new approaches to change implementation that has
C.3 emerging approaches to change A
implementation
reached a critical topic. Learner has provided
examples to justify the answer from organization.
Achieved A good, critical discussion of the writer's skills and
behaviours as a strategic
Critically discuss the qualities and traits was undertaken from the standpoint of a
develop own skills and
Be able to review and
leader and manager
D.1 traits of effective strategic leaders B strategic leader or manager. Student has provided
and managers justification to the answer by using acceptable data
D and figures.
Critically assess own qualities, Achieved The writing demonstrates evidence of critically
traits, skills and behaviours related examining his own qualities, attributes, talents, and
D.2 B
to strategic leadership and behaviors relevant to strategic leadership using a
management SWOT and 360-degree feedback methods.
D.3 Develop justified recommendations B Achieved Successfully substantiated advice in terms of self-
for developing own strategic development in order to advance to the next career
leadership and management skills

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and behaviours level are clearly developed.

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Assessment Feedback
Formative Feedback: Assessor to Student
The scenario given in the assignment need to be considered when writing the assignment.
The changes in Technology and the business dynamics need to be clearly identified.
Mention how these are impacting the company selected.
Section B (D1, D2, D3) needs improvement.
Please strictly adhere to the assignment guidelines. Line spacing and used font is wrong
Student must use at least three models related to leadership to complete the first section
Student must use documents to justify the personal and professional developments
Students are not encouraged to use point forms in the assignment. Please develop the content
Action Plan
LO A: Individually discussed
LO B: Individually discussed
LO C: Individually discussed
LO D: Individually discussed
Summative feedback
The answers provide by the student for section A and section B indicate that learner has
conduct sufficient research on the selected organization Singer PLC. Clear understanding
shows when theories applied in to practical scenario. Student has properly linked theories
with the practical scenario. Learner has used tools and techniques appropriately in the
relevant contents. Overall good attempt in achieving the pass criteria. Identified changes
has been critically analyzed by the student based on different learning outcomes and
assessment criteria. For some area’s student must improve the use of in – text citations.
Need to improve referencing use in the assignment
Feedback: Student to Assessor
I thank to Mr.shehan ellakoon sir to giving me an information about the assignment I got
clear idea about this subject as well.
shehansgl@gmail.com 28.08.2021
Assessor signature Date

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24.08.2021
Student signature Rajmohan.raj3720@gmail.com Date
Section A
Understanding strategic leadership and

management.
Student Name: T.Mohanraj

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Table of Contents
1.Introduction.................................................................................................................................9
1.1 Introduction to the Singer PLC.........................................................................................9
1.2 Industry growth of Singer Sri Lanka PLC......................................................................11
2. A critical examination on contemporary and seminal theories, concepts and models
related to strategic leadership and management. (A1).............................................................13
2.1 Strategic Management for Singer Sri Lanka........................................................................13
2.2 Strategic Leadership for Singer Sri Lanka...........................................................................14
2.2.1 Role of Management at Singer......................................................................................15
2.3 Concepts and models related to strategic leadership and management of Singer Sri Lanka
....................................................................................................................................................19
2.3.1 The Transformational management approach...............................................................19
2.3.2 Contingency theory of leadership..................................................................................21
2.3.3 Adaptive or Transactional Leadership..........................................................................23
2.4 Strategic decision making of Singer Sri Lanka....................................................................25
3. A critical discussion on the Relationship between the strategic management and
leadership. (A2)............................................................................................................................27
3.1 Organizational structure.......................................................................................................27
3.2 Organizational Behavior model...........................................................................................29
3.3 Classical organizational theory............................................................................................30
4. An assessment on contemporary contexts and challenges for the strategic leaders and
managers at singer. (A3).............................................................................................................32
4.1 Political Factors....................................................................................................................32
4.2 Economic Factors.................................................................................................................34
4.3 Socio – Cultural factors........................................................................................................35
4.4 Technological Factors..........................................................................................................36
4.5 Environmental and Legal Factors........................................................................................37
5. A critical evaluation on the role of the strategic leaders and managers in delivering
competitive advantage at singer. (A4)........................................................................................38
5.1 Competitive advantage of Singer Sri Lanka........................................................................38
5.2 Strategic role of managers to gain the competitive advantage in Singer Sri Lanka............39
5.2.1 Role of a captivator.......................................................................................................39

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5.2.2 Role as creating Emotional intelligence........................................................................40

5.2.3 Advancements in IT capabilities...................................................................................42
5.2.4 Risk Management..........................................................................................................43
6. A critical discussion on performance management as a strategic tool for leaders and
managers at singer. (B1)..............................................................................................................44
6.1 Employee motivation...........................................................................................................45
6.1.1 Empowerment...............................................................................................................45
6.1.2 Talent improvement......................................................................................................47
6.2 Recognition and Rewards....................................................................................................48
6.3 Training and development...................................................................................................49
7. An analysis on the equality and diversity challenges presented to strategic leaders and
managers at Singer. (B2).............................................................................................................51
7.1 The Singer in managing equality and diversity...................................................................51
7.1.1 Managing equality.........................................................................................................51
7.1.2 Managing Diversity.......................................................................................................53
7.2 CSR Responsibilities of Singer Sri Lanka...........................................................................55
8. Evaluate the impact of morals, ethics, and organizational culture on the behavior of
strategic leaders and managers at Ceylon Cold Stores (B.3)...................................................57
8.1 Moral at Singer Sri Lanka....................................................................................................57
8.2 Ethics at Singer Sri Lanka....................................................................................................58
8.3 Organizational culture at Singer..........................................................................................60
8.4 Impact of morals, ethics, and organizational culture on the behavior of strategic leaders and
managers at Singer PLC.............................................................................................................62
Table 01: Impact of Moral and ethics....................................................................................63
9. A discussion of the relationship between organizational strategy and change. (C1).........64
9.1 Relationship between competitive strategies and change in Singer PLC............................64
9.2 Relationship between interactive strategies and change in Singer PLC..............................67
9.3 Relationship between business model strategies and change in Singer PLC......................67
9.4 Relationship between emergent strategies and change in Singer PLC................................69
10. A critical evaluation of change as a process and as a concept of current and emerging
approaches to change implementation. (C2).............................................................................70
10.1 Change type and level of the selected change - Introducing digitalized marketing platform
for marketing team.....................................................................................................................71
10.1.1 Change type.................................................................................................................71

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10.1.2 Level of Change..........................................................................................................72

10.1.3 Reactive or proactive level of the Change...................................................................72
10.2 Barriers to change...........................................................................................................73
10.3 Application of change theory..........................................................................................74
11. Critically discuss current and emerging approaches to change implementation of Singer
PLC...............................................................................................................................................79
11.1 Implementing planned or emergent change.......................................................................79
11.2 Implementation of innovation and intrapreneurship approaches to Singer PLC...............80
11.3 Environment protection approaches of Singer PLC..........................................................81
Conclusion....................................................................................................................................83
References.....................................................................................................................................84

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List of figures
Figure 1:Singer company performance.........................................................................................10
Figure 2:Modern trade penetration in retailing and holding industry............................................11
Figure 3:Group Structure Singer...................................................................................................14
Figure 4: Mintzberg's Management Role......................................................................................14
Figure 5: Singer fashion academy exhibition................................................................................16
Figure 6: Employee Feedback.......................................................................................................16
Figure 7: Singer managers representing organization...................................................................17
Figure 8: Transformational leadership...........................................................................................18
Figure 9: Senior Management team...............................................................................................20
Figure 10: Contingency theory of organization.............................................................................20
Figure 11: Adaptive leadership......................................................................................................22
Figure 12: Organization Structure.................................................................................................27
Figure 13: Model of organization behavior...................................................................................28
Figure 14: Electronic items import rates from different countries................................................32
Figure 15: Percentage distribution on house hold items................................................................32
Figure 16: Global laptop shipment rate.........................................................................................33
Figure 17: Sri Lankan currency depreciation................................................................................34
Figure 18: Aging Population rate Sri Lanka..................................................................................35
Figure 19: Rank based on durability..............................................................................................37
Figure 20: Singer as great place to work.......................................................................................39
Figure 21: Singer Sri Lanka Digital academy...............................................................................40
Figure 22: Source of distribution...................................................................................................40
Figure 23: HR Philosophy at Singer PLC......................................................................................43
Figure 24: Motivational methods used by Singer..........................................................................45
Figure 25: Talent improvements of Singer....................................................................................46
Figure 26: Rewards recognition.....................................................................................................47
Figure 27: Training investment Singer PLC..................................................................................48
Figure 28: Gender equality in Singer.............................................................................................52

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Figure 29: Women’s working percentage Singer PLC..................................................................52

Figure 30: Recruitment based on the gender 18/20.......................................................................53
Figure 31: Workforce diversity at Singer......................................................................................53
Figure 32: CSR for educational sector...........................................................................................55
Figure 33: Contribution toward youth...........................................................................................56
Figure 34: Charles Handy’s Organizational culture......................................................................59
Figure 35: Top management decision making...............................................................................60
Figure 36: Porter’s Generic strategy..............................................................................................64
Figure 37: Brand availability of Abans.........................................................................................65
Figure 38: Brand availability in Singer.........................................................................................65
Figure 39: Business model.............................................................................................................67
Figure 40: Number of outlets.........................................................................................................67
Figure 41: COVID 19 Exposure by market sector........................................................................72
Figure 42: ADKAR Model............................................................................................................74
Figure 43: Innovations at Singer....................................................................................................80
Figure 44: Environment Protection approaches............................................................................81
List of tables
Table 1: Value creation Singer PLC..............................................................................................13

Table 2: Impact of Moral and ethics..............................................................................................62

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Acknowledgment
In performing my assignment, it is a success I had to take help and guidance from some
respected Pearson. First, I’m grateful to my lord. who gives me sound mind and sound health to
accomplish my assignment. And my special thanks to Mr.Shehan, the lecture of “Leadership and
management” of Esoft the subject interesting and giving a great support to make this assignment
successfully.
The important motive of this report is to observe and examine how the singer PLC manages and
leaders its balance among competition through effectively carrying out its operations the various
competitors. This task also objectives to recognize and examine the different management styles
and leadership styles that singer has been the use of in the beyond and the styles that they'll be
the use of in the future. Further, the document may even consist of the situational evaluation
which allows the business enterprise to formulate the best management strategies to uplift the
operations to a leveler.

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1.Introduction
1.1 Introduction to the Singer PLC
Singer has been in Sri Lanka considering 1877, whilst the primary Singer sewing machines went
on sale at a Colombo store. Nowadays, Singer (Sri Lanka) is a massive, different corporation
with unequalled presence across Sri Lanka. (Singer (Sri Lanka) PLC, 2020)
Starting with the sewing machine, Singer's product portfolio has diverse to embody an especially
a hit multi-brand approach combining merchandise of top international marques with the
enterprise's own merchandise throughout a variety of household, business and monetary classes.
The Singer team of 2,926 employees is the driving force behind the Group’s success (Annual
Report, 2020) facilitating customer experience and driving strategic aspirations. Singer
committed to consistently enhancing employee value proposition and have formulated an 8-pillar
HR strategy to drive o people’s aspirations. Singer currently developing a world-class talent
management system, comprising a range of globally accepted people development tools and
practices. The Group also implemented a learning management system, effectively deploying
technology to drive more accessible and convenient learning solutions across all employee
categories. The Singer Sri Lanka Group recorded revenue of Rs. 54.7 billion for the year 2019/20
compared to Rs. 58.5 billion in prior year 2018/19 whilst revenue of the Company was Rs. 44.1
billion vs Rs. 43.6 billion in prior year. The Home Appliances segment made a commendable
contribution to the Group revenue with Rs. 17.7 billion which is a 32% contribution to the total
revenue while second largest segment (Singer Sri Lanka, 2020).
Singer Vision
To be the marketplace leader in raising and enriching lives in Sri Lanka.
Singer Mission

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enhancing the excellent of life, creating lifelong partnerships with our consumers through
supplying comforts, offerings and comfort at excellent cos (Singer (Sri Lanka) PLC, 2020) t.
Figure 1:Singer company performance

Source: EMIS
1.2 Industry growth of Singer Sri Lanka PLC
Singer Sri Lanka PLC into Retailing, holding company industry in Sri Lanka. Considering about
the industry While this year's financial performance fell short of expectations due to the
challenging market conditions, there are reasons to be optimistic in the findings. The value of the
rupee fell by 6% to Rs. 54.7 billion (Central Bank, 2020). A significant drop in consumer
spending as well as retail activity in the aftermath of the terrorist attacks in April 2019 and the
COVID-19 outbreak pandemic. However, on the other hand Despite having a far smaller
consumer base than India, Sri Lanka's retail sector has experienced tremendous growth in recent
years. Strong macroeconomic foundations, rising incomes, high levels of household
consumption, and altering consumer trends have all contributed to this. The most recent
consumer and household spending survey in Sri Lanka, performed in 2012/13, indicated that the
monthly mean household income was LKR45,878 ($330) and the projected average monthly
household expenditure was LKR41,444 ($298), up 32% from the 2009/10 survey (Oxford
business group, 2016).

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Figure 2:Modern trade penetration in retailing and holding industry

Source: World bank

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2. A critical examination on contemporary and seminal theories,

concepts and models related to strategic leadership and
management. (A1)
For an organization along with a well-known merchandising corporation, management and
leadership are the bottoms of achievement. It has an outstanding effect on its atmosphere with
the effect of leadership styles and management tactics. consistent. To gain the organizational
choice purpose leaders continually encourage their subordinates to carry out properly. There's a
totally natural courting among abilities and styles. In line with, management is the set of
strategies and the coordination of activities. The very famed retail company has that vision to
obtain the aim.
2.1 Strategic Management for Singer Sri Lanka
In standard sense Strategic management includes all of the factors of a business corporation.
Strategic management evaluates overall performance of the corporation evaluating the overall
performance with the enterprise average. Strategic management also develops strategy to assess
the overall performance of the worker. Strategic management seems into the long-term
objectives & goals of the employer in addition to develops approach to attain those aims &
objectives. Strategic management additionally evaluates the overall performance & activities of
the corporation in relation with organization goals to test that any of its activity violates its
personal goal & objective. (Rahim, 2015) Strategic management additionally evaluates each &
every decision from the hierarchy to discover the impact of that decision over the corporation
overall performance, goodwill, organization image.
Considering about the Singer Sri Lanka PLC The organization's vision, mission, and values serve
as the foundation for strategic management. Singer works on improving people's quality of life
and forming long-term relationships with them by delivering comforts, services, and
convenience at a low cost. Considering about the values which they consider is about
respectfully lead the organization, demonstrate accountability and trustworthiness, improve and
invent with zeal and ensure long-term viability (Singer PLC, 2020). Below mentioned table

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shows that how Singer operates strategic management by achieving their values through proper
objectives.
Value Objectives
Consumers: To be the market leader in Product and
Singer live up to the expectations of a responsible Market Segment
organization by contributing to the improvement in Provide Consumers with Products of
the quality of life of customers through outstanding Latest Technology.
products and services
Shareholders: Provide Shareholders with steady Asset
Provide a reasonable return while safeguarding their Growth and Return on Investment
investment. above our Industry Norm.
Employees: Develop Employees to achieve their

Respect each other as individuals and encourage real Potential
cross functional teamwork while providing
opportunities for career development.
Community: Grow Revenue and Profits at a rate
Conduct business by conforming to the ethics of our above the Industry Norm.
country and share the social responsibility of the less
fortunate.
Table 1: Value creation Singer PLC
2.2 Strategic Leadership for Singer Sri Lanka
Leadership Management acts as the key participant for the organization overall performance.
leadership refers back to the capability of convincing, inspiring an imaginative and prescient,
manual the imaginative and prescient & formulate objectives. In easy phrase leadership is getting
the work performed through the respective employee. Leaders in particular do encourage
different within the organization to do their respective job roll to be able to gain the final purpose
of the organization. Formerly it became idea that leadership is a distinctive feature which could
most effective be completed through born however resent research has proven that through
proper training higher performing leadership may be advanced. although it sounds smooth to get
the work done through others in realistic experience it isn't always that smooth as people are
prompted through distinctive aspect which can be same in nature. no longer all of the employee

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is encouraged in the equal manner so it is a task to make sure the maximum attempt from the
worker’s aspect. In corporation leader do that complex operation. ( Dotdash publishing family,
2020). Leaders encourage others to make sure their maximum attempt for the organization. From
this factor of view leader seems to have an effect on the strategic management in a totally
extreme manner. Leaders intently reveal all of the steps related to the strategic management &
make session with different respective parties to make sure the effective implementation of the
strategic management technique.
Figure 3:Group Structure Singer

Source: Singer PLC
2.2.1 Role of Management at Singer
There are many contemporary and seminal theories, concepts and models that are related to
strategic leadership & Management, and that can be used for our strategic leadership and
Management in Singer. By using Mintzberg’s Management Roles Model the role of management
of Singer Sri Lanka can be discussed

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Figure 4: Mintzberg's Management Role
1). Interpersonal Roles:
The relationships that a manager must have with others are referred to as interpersonal roles.
Figurehead, leader, and liaison are the three roles that fall within this category. Because of their
official power and symbolic role as representatives of their organizations, managers must
function as figureheads.
Figurehead: A manager who wishes to inspire employees within the organization to feel linked
to each other and to the institution, and to support the policies and decisions made, needs to be a
figurehead (Kurze, 2018). Singer managers has responsibilities to do. Among them social,
ceremonial and legal things take a special part. Singer managers provides inspiration. Other
subordinators will see managers as a person who has authority and you as their figurehead. All
the figure heads of all departments have the responsibility to make the technological change
better in the organization. Singer Fasion academy art exhibition is a good example on how
managers plays the role of Figurehead
Leader: In this part it is necessary to provide leadership for team, department or sometimes to
entire organization. It is where Singer manager has to look the recitals and the responsibilities of
the subordinators. Here Singer leaders have to be an authentic leader so your team will respect
you. Here Singer managers encourage teams to do trials, and to get feedback from employees
regarding the new implementations and new processes. Singer 1 st program is the better example
hence managers taking feedback from employees’ each week Wednesday.
Liaison: Managers should always have a good communication with both internal and external
contacts and also have to network them meritoriously even on behalf of the organization. Singer
Managers maintains two-way communication while delegating the power among lower level

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workers to make their own decisions for some certain situations with their control. As well as
works as an intermediary among top management and lower level employees when it comes to
communicating.
Figure 6: Employee Feedback

Figure 5: Singer fashion academy exhibition
2). Informational Role: Informational jobs entail gathering and then disseminating information.
As technology has progressed, these positions have shifted drastically. These roles are mostly
concerned with the transmission of data.
Monitor: In this role it is necessary to follow up habitually in seeking information relevant to the
organization and the related industry. Singer managers monitor the team in terms of efficiency
and also team’s wellbeing. Singer managers are responsible to gather information’s about
economic and rational benefits for the organization and individuals that creates through
introducing new system. They also conduct survey about competitors like do they use new
systems or what kind of systems they use and what are the features of their systems and doing
benchmarking for Singer Sri Lanka.
Disseminator: This is the place which manager should communicate theoretically information’s
that are useful to your team or subordinators. Singer communicate employees about the new
features of the systems which they have implemented such CRM, HRIS and customer feedback
machine and provides trainings they want and give chances for them to obtain knowledge
through online or through using a personal coach. Singer managers are using different training
online portal for employees.

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Spokesperson: Managers should be fluent for their organization and also, they signify the
organization. In this role managers are accountable in communicating information’s about the
organization and also its objectives to the people who are looking towards it from outside. Singer
Managers are always responsible to represent the organization in front of external parties. They
are responsible to communicate and spread the values of the organization. Once the organization
is creating partnership with other organizations managers should represent the organization such
when Singer partnered with Asus managers had to represent the organization.
Figure 7: Singer managers representing organization

Source: Business times
3). Decisional Role: Making decisions or choices is what the decisional responsibilities require.
Entrepreneur, disturbance handler, resource allocation, and negotiator are the four decisional
functions.
Entrepreneur: As managers they have to produce and switch change in the organization. Singer
managers responsible on resolving problems, creating new ideas, and also establishing them. As
an entrepreneur Singer manager should create new ideas to employees of accepting and adapting
to the new systems. Make the technology part of the routine. Managers can ask for weekly
updates. Managers also create short term wins by giving small targets for its employee’s. Singer
managers implemented a program called “Singer creative” in order to provide employees chance
for creating new taglines for the organization.
Disturbance Handler: In this role manager must take responsibility when an organization or
team hits a surprising barrier. Also needs to help to facilitate clashes within it. When

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technological issues arise, managers have to solve them with the help of administrative and IT
departments. Managers in Singer always proactive and before problem occurs, they identifying
the problem and immediately implements the solution as well.
Resource Allocator: In this role manager needs to regulate where organizational properties are
best applied. This comprises distributing funding, as well as conveying staff and other
administrative resources. Singer Managers are responsible of controlling all the resources of the
organization including physical, finance and human resource.
Negotiator: Manager needs to take part in and straight, important consultations within the team
in this role. Negotiator should always take part in the process and should always direct
employees around the change.
2.3 Concepts and models related to strategic leadership and management of

Singer Sri Lanka
2.3.1 The Transformational management approach

Transformational leadership approach leaders promote valuable and fine transform for the
duration of the corporation. right here the leader emphasizes on effective modifications for the
business enterprise operation. In Transformational management approach leaders are have a
tendency to be active, enthusiastic and passionate in nature that is an advantage of this kind of
leadership technique. The specialization of a Transformational leaders is they don’t most
effective contain within the technique but additionally look ahead to assist other member of the
group to acquire the final aim.
Figure 8: Transformational leadership

Source: Oxford business

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Chairman and core chairman of Singer PLC Mr. Mohan Pandithage and Mr. Dhammika Perera
are leader with this transformational leadership qualities have energy and passion to help team
members and allow them to achieve big. Transformational leadership philosophies are well-
matched for today’s fast-paced, varied and extremely technological staff, the stylishness is far
from a new growth. According to Ford three effective leadership styles of transformational
leadership that can help for an organizational change are as,
Tactical leader’s emphasis on resolving straightforward difficulties with operations-oriented

proficiency. Singer managers have the capability of solving all the customer concern maters and
also should have the power to resolve all the operational issues arise when introducing the app to
the consumers. Next main leadership that can be seen in Singer Mr. Kapila Perera, Director of
information technology can be consider as a tactical leader for Singer. Mr. Kapila tactically grab
the market on this pandemic situation while handling customers concerns and matters properly.
Introduction on customer queries platform in order to understand about the concerns within short
period of time shows his ability as a tactical leader.
Strategic leaders are very forthcoming attentive with an aptitude to preserve a specific
visualization while predicting industry and market tendencies. Mr. Priyanjith Meegoda Head of
Risk management of Singer Sri Lanka shows his personality as a strategic leader. Within the
organization, he demonstrates greater servant leadership qualities. He makes every effort to
foster innovation, empower people, and ensure the workplace's e well-being. In order to achieve
the growth of others, servant leaders display empathy, listening, stewardship, and dedication. He
ensures that the consumer receives the safest and most ethical items possible, while also
providing the necessary care and assistance to his employees.
Transformational leaders focus fewer on creating choices or founding strategic tactics, and
additional on smoothing structural teamwork that can benefit drive a dream onward. Mr. Mahesh
Wijewardene Chief executive officer appointed as CEO shows many types of leadership
characteristics from his job role. He is a successful leader who combines Transformational,
Adaptive, and Agile leadership traits. As a transformational leader, he inspires followers to seek
new prospects by assisting individuals and enabling them to share the same enthusiasm by

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motivating them to achieve their objectives (Cherry, 2020). He adapts and thrives in a
demanding environment as an adaptive leader, working with individuals and organizations to
find win-win solutions. His agile leadership characteristics include decentralized decision-
making and acting as a change agent. He devotes himself to the advancement of the company.
Figure 9: Senior Management team

Source: Annual Report, 2020
2.3.2 Contingency theory of leadership
Fiedler’s contingency model of leadership explains which type of leader leads to high
performance in one of eight different situations. Depending on these dimensions, leaders are two
different types as a Relationship oriented leader and Task oriented leader and each situation is
defined by three dimensions: (leadershipahoy 2021)

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Figure 10: Contingency theory of organization

Source: Oxford business
It develops bonds and relationships with team
A relationship-oriented leader role in Singer
members and other stakeholders.
It leads to trust, friendship, and a supporting

team climate in the Bank.
Cares about getting the job done.
A task-oriented leader role in Singer
Task execution
Execution quality, output
According to Fiedler leaders that act task-oriented leader role are the people to drive the
implementation of New customer relationship management system (CRM) in this new pandemic
situation. They have the responsibility to drive the employees to the technological advancement
until it spread among the community. To lead their squad well, managers and superiors may need to
whichever adapt their guidance style to the present situation or representative some of their headship
responsibilities to a colleague. In the workroom, there are lots of influences that can move a leader’s
efficiency. These comprise things like the scope of the team, the space of a project and the predictable
delivery date for an outcome. Task-oriented leaders are more worried with meeting objectives than
with upholding relationships. Task-oriented leaders are planned and excel at finishing projects.
This factor contains the quantity of trust and self-assurance that your crew members have in
leader. If the leader confidential and well-liked by your whole team, effect will upsurge and

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office will become an extra favorable condition. This issue narrates to whether the
responsibilities of the squad completes are vibrant and organized or vague and shapeless.
Formless tasks do not have a well-specified strategy of achievement and would be measured
hostile. This is the sum of influence a leader has over their crew and contains whether or not they
have the consultant to give out prizes or penalty. Typically, the more control leader may have,
the more satisfactory condition.
As a leader when implementing CRM system among employees has to layout the information
and develop the creative elements on deals, offers and promotions given by the relevant business
line and must be finalized with the help of marketing management. As a relationship-oriented
leader, we should also assist the customer on how to use the mobile banking, if a customer calls
requesting for assistance. All the members of the call canter as well as branch staff should give a
full training on the new CRM system. Call centre agents and branch staff should have the ability
to search for customer information using various search criteria such as mobile number, NIC,
account number, etc. to handle any queries coming into the call center.
2.3.3 Adaptive or Transactional Leadership
Figure 11: Adaptive leadership
Adaptive leadership is a leadership version that turned into brought through Ronald Heifetz and
Marty Linsky. Heifetz defines it because the act of mobilizing a collection of people to address
difficult demanding situations and emerge victorious with inside the end.

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The belief of leadership in recent times may be very plenty specific from that during beyond
years. The concept in which one heroic person single-handedly generates outcomes through
imposing his will is taken into consideration outdated. Leadership is now taken into
consideration as a group sport. Company managers and different human beings in management
positions now works collectively with their personnel to perform dreams and provoke
adjustments.
Four Main Principles of Adaptive Leadership:
1. Emotional Intelligence
Emotional intelligence is the capacity to understand your very own emotions and the people of
different human beings. With this awareness, an adaptive leader is capable of construct consider
different members, and foster great relationships.
2. Organizational justice
Another essential precept of adaptive management is fostering a tradition of honesty. Adaptive

leaders recognize the nice guidelines to introduce for the coolest of the organization. They
additionally recognize the nice approaches to introduce those adjustments in order that human
beings include them. Adaptive leaders are inclined to deal with different peoples’ views, hence,
assuring them that they're valued and respected.
3. Development
Adaptive management includes gaining knowledge of new things. If one method isn't always
yielding favored outcomes, an adaptive chief is going out of his or her manner to find out new
techniques which can paintings. With new strategies, each the personnel and the corporation at
big will revel in increase and development.
4. Character

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Adaptive management is set having a deep experience of character, being obvious and creative.
Adaptive leaders might not continually be proper however they earn the honor of these they
work with and practice what they recommend. (CFI Education Inc, 2015 -2021)
The singer to familiarize to possible modifications by hopeful combined knowledge and

teamwork by the company members (Yukl & Mahsud, 2010). Adaptive leader’s emphasis on
occupied with all associates to produce transformation for the better virtuous of a business. As
such, adaptive leadership theory will assistance organization achieve their vision over agreed-
upon thoughts and way. We stay in an international global wherein period, mainly data and
verbal exchange technology is converting the way wherein agencies create and seize value, how
and wherein we work, and the way we engage and communicate. Consider 5 technology that
might be transforming the very foundations of singer enterprise that force it: cloud and cell
computing, massive information and gadget learning, sensors and sensible manufacturing,
superior robotics and drones, and clean-electricity technology. These technologies aren't simply
assisting humans to do matters higher and faster, however, they're permitting profound
modifications inside the methods that works are done in singer company.
The ultimate awesome wave of technological innovation became all approximately social
interaction. The subsequent one might also additionally nicely function the rising widespread era
model called global computing. This idea isn't always approximately one era. Rather, it displays
data and communique environments wherein pc sensors (which include radio frequency identity
tags, wearable era, smartwatches) and different equipment (tablets, cell devices) are unified with
various objects, humans, data, and computers systems in addition to the physical environment.
The mixture of those trends is giving us a brand-new type of global, “one this is hyper-connected
and information-saturated, a global wherein an Internet of all people is related to an Internet of
Everything”. This new technology, disruptive as there, did now no longer simply appear
overnight. Rather, many different trends in era preceded them, and their results on works and
agencies during the last numerous a long time were far-reaching, as we will see.
2.4 Strategic decision making of Singer Sri Lanka
Singer priorities remain clear as the market returns to normalcy over the medium term; Singer
will continue to push product development. development to meet the needs of an ever-growing

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number of people while meeting advanced client needs bringing together our diverse channel
network in order to promote penetration. The government's policy impetus in this direction
bolstering local industries and are eager to increase the size of our local manufacturing footprint
by branching out into similar products. strategies to safeguard the environment that are long-term
Singer, for example, is a maker that creates significant socioeconomic advantages through the
creation of jobs and the addition of value using technology to propel new wave.
The full scope of the pandemic's economic consequences has yet to be determined, but the
impact on Sri Lanka's economy and enterprises is predicted to be severe in the near to medium
term. The decrease in consumer spending, according to Singer, poses a significant concern,
especially considering the impact on disposable income. Over the longer term, severe stress in
the tourism sector and a drop in foreign personal remittances would have an influence on
demand from these segments. Customers delaying or defaulting on payments has increased as a
result of the crisis, putting our cash position at jeopardy. The temporary import limits imposed
by the government, which are anticipated to have a significant impact on the consumer durables
sector, are a critical risk we see in the short-to-medium term.
Meanwhile, new methods of working and living have presented us with a number of intriguing
prospects that we are well positioned to take advantage of. For example, educational institutions'
introduction of online learning solutions has increased demand for laptop computers and smart
phones, while customers' preference for high capacity refrigerators has soared. In recent months,
internet channels have witnessed significant activity, and Singer has bolstered its technology
infrastructure and online sales offering to meet these demands. Demand has been above
estimates in the months after the lifting of limitations, and we anticipate a gradual economic
rebound.

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3. A critical discussion on the Relationship between the strategic

management and leadership. (A2)
Strategic management and leadership can be the awareness of planning and implementation,
correspondingly. A business enterprise cannot spend all of its time with inside the method
starting stage as it can bring about paralysis via way of means of evaluation. simply doing
matters with none revel in of the route may be certainly as bad, and surely regularly will lead a
business enterprise to carriage down the incorrect avenue. Leaders provide an idea of where in
the final destination desires to be, and strategic management gives the assets and route. Leaders
derive from all the making plans a pathway of procedure and insurance as a manner to allow the
very last goal to be reached. it's miles a link among capabilities that need each extraordinary and
at the identical time, produce desired outcomes for the business enterprise. (Brighton School of
Business and Management, 2018). There is diffused distinction among the management &
leadership. while leadership offers with doing the proper aspect control is worried with doing the
factor in a proper manner. In fact, leadership is involved with figuring out which choice could
serve the goal of the organization excellent & after finding out these kinds of associated
difficulty management is ordered to enforce the decision. At this level management will
determine the high-quality feasible manner to do the venture.

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3.1 Organizational structure
During the method of the strategy, the Singer management needs to keep in mind the nature of its
corporation’s organizational structure. This will assist with inside the willpower of whether or
not the agency has the vital shape to make certain performance and effectiveness with inside the
implementation of the change. For example, a corporation with inside the generation enterprise
has to formulate a powerful organizational shape. This might permit the agency to deal with the
expanded innovation with inside the generation enterprise. One of the important thing
departments that such an agency needs to don't forget incorporating is studies and development.
The agency needs to have the vital employees to adopt the implementation of the change. The
availability of applicable employees with inside the agency will increase performance with inside
the implementation of the change. This is because of the truth that the control is capable of
assign the important thing obligations to the proper employees.
Managing Director
Manager
Human
Finance markerting IT Department Logistics
Resource
Home
Planning Sales HR Admin Infrastructure
delivery
Reporting Promotion Recruitment IT
Online
Taxiation Training
markerting
Figure 12: Organization Structure
Considering about the organization structure of Singer Sri Lanka the organizational structure is
hierarchical since it is run in a result-oriented and brand-consistent culture with a large
workforce. The majority of decision-making is done by top and intermediate management,
indicating a top-down style. Centralized decision making is visible in the organization while all

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the decisions are made from top and the middle management. Singer is following power
structure which Structures of Power Chairmen and the director board have more decision-making
authority because they are more experienced and knowledgeable (leadership style is between
autocratic and democratic). Because they desire to be the market leader in the consumer
electronics business, management believes in increased profit and market share model. Sales and
marketing managers are given the authority to make advertising and campaign decisions, as well
as to monitor sales and marketing performance and report to management on a quarterly basis.
The management power is exercised in an autocratic manner that does not irritate lower-level
personnel.
3.2 Organizational Behavior model
Individuals' conduct in their organizational responsibilities is studied by Organizational Behavior

researchers. The revitalization of organizational theory and the development of a better
conceptualization of organizational life are two of the fundamental goals of organizational
behavior (Kate, 2018). Considering about the different types of organizational behaviors Singer
Sri Lanka shows combination of supportive and collegial organization behaviors. Strong
leadership of Mr. Mohan Pandithage leads Singer employees toward achieve goals and the
support culture is visible in the organization. Singer always recognized the performance of their
employees and good examples is the annual sales conference and for each branch they have
employee of the month. Most of the time Singer considering on internal recruitment while
providing promotion for the existing employees. Singer 1st and creative singer is an example on
how they get employee participation toward the organization. However, Singer is encouraging
team working as well as provides environment for the self-actualization as well.

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Figure 13: Model of organization behavior

Source: Management blogger
3.3 Classical organizational theory
Organizations are viewed as machines in classical theory, and individual beings are viewed as
elements of the machine. As a result, classical thinkers felt that organizational efficiency
improves as personal efficiency improves. This theory, on the other hand, takes a rigid and static
approach to organizations (Kurtn, 2016).
Division of Labor: Work must be split to achieve specialization in order to improve worker
performance, which is what division of labor entails (Saurab, 2010). The classical idea assumes
that the more a job is broken down into its most basic components, the more specialized a worker
can become in performing his or her share of the job. Specialization in workers will make
Singer's organization more efficient. Different job functions are defined and separated into
several components so that they can be assigned to different people. Under the division of labor,
the workers will continue to repeat their tasks. The repetition of the same tasks will assist Singer
employees increase their productivity, and the company as a whole will gain from this exercise.

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Functional Process: The scalar process refers to the growth of chain of command, delegation of
authority, unity of command and obligation to report. It is called scalar process because it
provides a scale or grading of duties according to the degree of authority and responsibility.
Singer has built a political pyramid in which superiors have greater decision-making authority
and subordinates have less. Singer, on the other hand, has developed a welcoming climate in
which subordinates may openly communicate their difficulties with their bosses and receive
answers and solutions.
Span of Control: The amount of subordinates a manager can control is referred to as the span of
control (Saurab, 2010). If the number of subordinates exceeds a specific amount, the manager's
capacity and knowledge cannot be fully utilized; on the other hand, if the number is fewer, the
manager's capacity and knowledge cannot be fully utilized. Singer has better span of control
while the structure is a tall structure and number of subordinates reporting to one manager is low.
Considering about the structure Singer have narrow span of control while only 3-5 employees
reporting to one manager.
The alternative vital truth about management & control is that control & management pass hand
in hand. without efficient control leadership can also serve the organization within the brief time
period however ultimately efficient management is a should for the corporation’s well-being.
From the above discussion it may be summarized that leadership set a path for any given
movement & afterward management gives the resources for the movement & effectively enforce
the action, so nobody alone is enough for the efficient operation of the corporation. A balanced
dedication from each the component is a superb suit for the betterment of the organization. The
alternative aspect that is incredibly significant is the dissemination of strength that is a
completely vital as well as a strategic problem. a few organizations don’t need to disseminate
strength preserving a strong grip over its regional workplace however for organization this
became no longer the case. organization offers a better authority to the manager of its regional
workplace. in this manner organization is likewise forcing more obligation to the regional
workplace. This additionally allows the regional workplace the possibility to reply to the regional
components.

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4. An assessment on contemporary contexts and challenges for the

strategic leaders and managers at singer. (A3)
According to singer leadership comes with numerous circumstance which could effect on the
general success of the implementation of the approach. How executives outline at singer who
they may be and wherein they want to move evolves through the years and it is depending on
cultural, social, financial and political developments. Leadership is hard both in deed and
practice. 3 sorts of leadership demanding situations are external coming from people and
conditions, internal or the ones from the leader and those from the leadership function itself
(Nuzry & Shifzan 2016).
Managers need to cope with the external challenges like lack of sources, competition from assets
inside the network, and interpersonal issues in the corporation, social, financial, technological,
legal and political forces. A leader can cope with external demanding situations by using being
proactive, innovative, going through the struggle, getting a very good ground, maintaining his
objectivity and seeking out collaborative possibilities. By using PESTEL framework researcher
can identify about the external factors which impact toward Singer Sri Lanka leadership.

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PESTEL analysis is a macro-environmental factor framework utilized in strategic management's

environmental scanning component (Kurt, 2016).
4.1 Political Factors
Tariff and Taxation - The Sri Lanka government placed 25% and 10% tariff on importing
electronic items from China and other European countries (SLA, 2020). As well as 40% of
Singer electronic products import from China (China country commercial guide, 2018). Due to
this imposed tariff they loss their import market and to cover up their production cost Singer try
to grab the domestic market by providing products with the high prices. An organization like
Singer depend on countries like China and due to this reason, they have to buy their products
paying higher prices which creates image as product prices are high among customers.
Figure 14: Electronic items import rates from different countries

Source: Import Genius
Political Stability in the existing market –To increase the demand for Electronic items Sri
Lankan government operating a project call Interstate distribution of household items among
Urban, Rural and Estate. Ongoing project will create huge opportunities to the Singer hence this
is to promote the electronic items among women’s in Rural and Estate areas in Sri Lanka. As
well as due to the election of year 2019 government no renegotiations of profits, terminations of
contracts as well as the subcontract (Annual Report Singer, 2020).

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Figure 15: Percentage distribution on house hold items

Source: Advocate institute
Brexit – In June 2016 voters approved an exit from the European Union commonly refers to as
“Brexit”. Singer expect to expand their Outlets by opening more than 10 stores by recruiting
more than 5000 staff (Morely, 2018). But due to the effect from Brexit fall in net migration make
it hard to fill the vacancies. And also, the seasonal period they are expected to recruit more than
1000 additional employees. This affects toward Singer which operates internationally in the
European market.
4.2 Economic Factors
Covid 19 Pandemic: Meanwhile, new methods of working and living have presented us with a
number of intriguing prospects that we are well positioned to take advantage of. For example,
educational institutions' introduction of online learning solutions has increased demand for
laptop computers and smart phones, while customers' preference for high capacity refrigerators
has soared. In recent months, internet channels have witnessed significant activity, and Singer
has bolstered its technology infrastructure and online sales offering to meet these demands.
Because of the COVID-19 pandemic, there has been a boom in work-from-home and study-
from-home, which has been excellent news for the laptop business. According to Counterpoint,
the worldwide laptop market will reach a high point in 2020, with 173 million devices sold and a
total sales value of about $132 billion (Zhang, 2020).

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Figure 16: Global laptop shipment rate

Source: Counterpoint
Growth of the Industry: Sri Lanka's retail sector has experienced tremendous growth in recent
years. Strong macroeconomic foundations, rising incomes, high levels of household
consumption, and altering consumer trends have all contributed to this. The most recent
consumer and household spending survey in Sri Lanka, performed in 2012/13, indicated that the
monthly mean household income was LKR45,878 ($330) and the projected average monthly
household expenditure was LKR41,444 ($298), up 32% from the 2009/10 survey (Oxford
business group, 2016). Due to these situations It shows less growth when it comes to the retail
industry
Currency Fluctuation: Majority of the Singer products imports from China and other European
countries. Approximately 35% from China in 2019 and 16% from European Market (Annual
Report 2020). Due to the fluctuations in currency it become less value in the Sri Lankan market
compared to Yen and Euro market and 10% adverse change in the foreign currency negatively
result in Singer.

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Figure 17: Sri Lankan currency depreciation

Source: Daily FT
4.3 Socio – Cultural factors
Aging Population –When it comes to the 21 st century Sri Lanka faces a challenge with
undeviating declining fertility rate of 1.93 which below the rate of replacement 2.1 (Autrey et al.
2013). As same as United State, Japan as well as China faced for the same issue and due the
reason of aging population less labor force (Figure 04) as well as less market segment highly
affected on Singer since it highly concern on Electronic items.
Figure 18: Aging Population rate Sri Lanka

Source: Census 2020
Ruralization: According to the United Nation (2018) and Department of economic and social
affairs (2018) 43% of the world population lived in Rural areas and when it comes to 2050, they
are expecting it will reduce to the 35%. Increasing of urbanization will improve demand for the
Electronic items. However, Sri Lanka urban, rural, and estate percentages are 14.6, 80.0, and 5.4,

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respectively, for the 18 districts where the census was completed completely. Colombo district
has the greatest concentration of urban people (54.6%), followed by Ampara (19.0 percent) and
Gampaha is a city in the state of Gampaha (14.6 percent). The percentage of estate population is
higher in, as expected. Nuwara Eliya is a district in Sri Lanka (53.6 percent). In Badulla, the
estate population is relatively high. district (20.7 percent) and Ratnapura district (10.1 percent),
respectively and it shows that 80% of Sri Lankans are in to rural areas and rest 5.4% in the states
which negatively affect toward Singer (Population and Housing characteristics, 2020).
4.4 Technological Factors
Deficiency in cyber security – A number of retailers, companies in Sri Lanka as well as Singer
attacked by the cyber incident which disrupt operations in Singer. They have stolen confidential
data about their customers, f as well as suppliers and employees since they have already
outsourced their computer system (Annual Report Singer, 2018). According to the Annual
cybercrime report (2018), 43% of businesses attacked by cybercrimes and it will increase by
55% in year 2021. Singer Sri Lanka accepting electronic payments of customers and this will
affected on their value of customer loyalty.
E-commerce – Electronic commerce playing a major role in the market when it comes to the 21 st
century. E commerce in Sri Lanka nearly grew up by 16% and sales by mobile increases nearly
55% in a year. As well as in China e – commerce is 23% of all of their retails (Neebe, 2019).
Singer as a company which using online platform as well as mobile retailing. Improvement of e-
commerce as well as support from the government for the e – commerce increasing the revenue
of Singer Sri Lanka and it is increasing their investment on research and development. In Singer
significant number of remotely-connected employees, for an extended period, may put a strain
on the Company’s network. Further information security and network vulnerability also could
impact.
4.5 Environmental and Legal Factors
Packaging regulations: Under the Standards of Weights and Measures (Packaged

Commodities) Rules, rules have been framed specifying provisions for the retail sale of packaged
goods. One of the most important rules is with respect to the requirements that specific

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commodities are to be packed and sold only in standard packages. Sri Lanka introduced new
packaging rules and regulations which organizations should use environmentally friendly
packaging systems for their products.
Anti-trust law in restaurant industry – The Sri Lankan antitrust law describe that each
company establish the prices on products without making agreement between competitors. When
competitor agree to restrict the competition, market become free and prices become high
(Drescher I. 2018). So, the supplier increases the prices of their products and it will be affected
on Singer since their main suppliers are from international markets.
5. A critical evaluation on the role of the strategic leaders and

managers in delivering competitive advantage at singer. (A4)
5.1 Competitive advantage of Singer Sri Lanka
At singer company leaders have a big position play within the formation and carrying out of
techniques. it is termed as a linkage which connects the strategic control procedure with the
objective and vision of the corporation. It starts the strategic concept through providing vision.
essentially, values provide the path. The company responsibility lies at the leaders to familiarize
the values or a culture pertinent to singer. The vision of the leader itself proffers final analysis
approach formation and the pledge of the leadership makes certain the enactment of strategy.
Considering about the competitive advantages of Singer Sri Lanka in the total consumer
electronics business, Singer SL is the market leader. Sustainability, or the ability to maintain a

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competitive advantage, is the key to long-term growth. Threats to competition originate from a
variety of factors, including defying geography, converging technologies, industries, and many
others. Because the business is mature and competitive, Singer can obtain a significant
competitive advantage by establishing a corporate brand. A solid company brand distinguishes
itself from the competition, allowing it to maintain a competitive advantage. Based on the
durability Singer Sri Lanka is the sector winner from Sri Lanka retail industry (LMD, 2019).
Figure 19: Rank based on durability

Source: LMD
Singer successfully defended its position as the undisputed market leader in the consumer
durables industry, enjoying an unmatched customer penetration despite intensifying competitive
pressure from international brands. The Singer team of 2,926 employees is the driving force
behind the Group’s success, facilitating customer experience and driving strategic aspirations.
They enhance the value proposition and have formulated an 8-pillar HR strategy to drive
people’s aspirations. A world-class talent management system, comprising a range of globally
accepted people development tools and practices is another competitive advantage for Singer.
Another competitive advantage for Singer is strong distribution network. Singer Plus opened 20
new outlets including satellite showrooms while SISIL world opened 6 new showrooms with the
expansion of 29 showrooms and 5 new showrooms which expanded their business to North and
Eastern provinces of Sri Lanka (Annual Report, 2020). Comparing to its main competitors
Abanz and Softlogic, Singer has the strongest distribution network.

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5.2 Strategic role of managers to gain the competitive advantage in Singer Sri
Lanka
Leader works to discover the gaps through cautiously experiment the environment both internal
and external. And improve plans to fill those gaps through implementation of plans. To position
goal and vision into order is probably taken into consideration as leaders have the most vital
accountability (Shuan, 2020). To deliver innovation within the entire organization is taken into
consideration as the principle task of leadership. The obligation lies on the leadership is to take
progressive strategic technique, and that starts off evolved from concept to comparing overall
performance to ensure competitive advantage. To look after the entire company. managers need
to care approximately each factor which can make certain the effectiveness inside the
organization. It needs to cautiously improve and execute strategies due to the fact techniques are
the stairway in the direction of the vision and mission.
5.2.1 Role of a captivator
The strategic leader maintains employee confidence by instilling good feelings and cultivating a
sense of belonging (Nuraz, 2019). In this function, the leader transforms employee talent into a
valuable output for the company. He also persuades staff to adopt his leadership style, aligns it
with the organization's vision, and empowers them to achieve it. Considering about Singer Sri
Lanka leadership there are several methods that managers are using in order to get the
commitment from the employees and taking best output from the employees. A world-class
talent management system, comprising a range of globally accepted people used by Singer
managers is a best example for this. Singer PLC earned their place as great place to work in Sri
Lanka year 2015 as its main strategy on taking the best out of people. Singers employees
presented their options on three key relationships with the workplace; the employees’
relationship with management; the employees’ relationship with other employees; and the
employees’ relationship to their job. These relationships were measured across three attributed of
trust (credibility, respect and fairness)as well as pride and camaraderie, accounting for 2/3 of the
score. statement made by singer’s employees consistently referred to attribute such as
inspirational, personal development integrity, caring, collaboration and justice, as key motivation
factors choosing to work at Singer. The remaining 1/3 of the total score scrutinized the
company's culture (procedures, practice and policies) in relation its employees

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Figure 20: Singer as great place to work
Source: Daily mirror
5.2.2 Role as creating Emotional intelligence
Emotional intelligence refers to the capacity to detect and manage one's own emotions, as well as
the emotions of others in their team and company. Considering about Singer PLC managers
responsibility on developing the emotional intelligence of there team members. Main method
they used to develop the intelligence is training. Singer business school provides corporate
training among employees who’s in to corporate sector of the organization. Singer primary
objective of leading, elevating, and enriching the lives of Sri Lankans necessitates that win the
hearts of workers by instilling the reason they work for Singer.
To meet and surpass client expectations today, we must work 24 hours a day, seven days a week,
365 days a year, putting us under great stress on all levels. Leaders are hands-on, putting the
requirements of both internal and external stakeholders first. Singer have prioritized providing
psychological support to employees and their families. As a result, leadership behavior attracts
favorable relationships within a growing firm, as employees have confidence that the
organization will always be there for them (LMD, 2020). As well as except corporate sector
trainings for all the staff who works for Singer PLC are eligible for at least one training session
for each year based on the KPI’s. Singer has implemented Singer Sri Lanka digital academy
within this year in order to provide trainings online for the employees. As well as for the Sales
team providing commissions for there performance also a proper method of making the
emotional intelligence and Singer PLC contribute 35% of income as commission for there
employees

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Figure 21: Singer Sri Lanka Digital academy

Source: Singer PLC
Figure 22: Source of distribution

Source: Annual report 2020
5.2.3 Advancements in IT capabilities
The main key role strategic managers have to play on gaining competitive advantage is to adapt
with the new technologies and spread the same among team members of the organization.
Singer, Sri Lanka's leading home appliance and electronics retailer with 381 showrooms across
the country, is now using a single system, the IFS ERP solution, which allows the entire branch
network to function as a single entity. As leaders in Singer their main role to advance IT
capabilities of an organization.
With crystal clear sight in all aspects of the business, a single business unit serves the entire
country. The technology has offered a platform for all important users to spend more time being
strategic because the routine day-to-day processes have been reduced to a single click. With the

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roll-out of the ERP solution to 381 showrooms outlets, the system now stands as the largest web-
based ERP ever deployed in Sri Lanka, as well as the largest single network in the country. It is a
major milestone in the IT industry in Sri Lanka, demonstrating the capability and capacity of the
IT industry as a whole by becoming the center of excellence for large-scale IT systems.
The leadership of Singer proactively directs the entire business process to perform cohesively
and fluidly, resulting in significant cost savings across the board and offering actionable
visibility. The full branch network has been enabled. serve as one huge virtual shop, enabling
access to the whole product and service offering of Me's entire network, which is accessible at
any time from any branch.
5.2.4 Risk Management
Risk is a necessary component of any business. It's a matter of recognizing risk sources, their
likelihood of occurrence, and their consequences, and then establishing a complete framework to
address them. In Singer such a methodical strategy raises a few challenges, such as assessing
one's risk appetite and creating thresholds, keeping in mind that risk and return are inextricably
linked. So, it's a matter of finding a happy medium and controlling risk. Singer leadership is
responsible toward creating risk managing objectives such as:
• To determine the company's major risks.

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• To define the Company's risk appetite and verify that the company's business profile and
strategies are in line with it.
• To make risk/return decisions that are as close to the company as feasible while having strong
and independent review and challenge systems.
• To guarantee that effective risk infrastructure is in place to support business expansion

ambitions.
• To maintain a risk profile that allows particular financial deliverables to be met despite a
variety of adverse business conditions.
6. A critical discussion on performance management as a strategic

tool for leaders and managers at singer. (B1)
A massive part of singer operating in Human Resources (HR) is regulating overall performance
control. Creating an area in which the person can produce notable work and carry it out to the
first-rate in their capabilities isn't any clean task, however with the proper techniques, the singer
will make it work. overall performance. Of course, powerful overall performance control is
greater than simply growing a work surrounding that works: Effective overall performance

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control is set leadership, interpersonal relationships, positive comments, and teamwork. Even
with regards to the hard HR duties of dealing with tactics personnel don’t take care of or locate
value in, dealing with a paper process, aggregating data, and maintaining different managers
inspired to offer personnel with beneficial comments, there are techniques to be had that make
those duties greater doable (Edirisinge, 2016).
Figure 23: HR Philosophy at Singer PLC

Source: Annual Report 2020
6.1 Employee motivation
Employee motivation is the extent of energy, commitment, and creativity that an employer's
employees deliver to their jobs. Whether the economic system is developing or shrinking,
locating approaches to inspire personnel is constantly a control concern. Competing theories
pressure both incentives or worker involvement (Empowerment,2020).

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Furthermore, in Singer PLC tangible and emotional rewards can imply the retention of
appropriate personnel. One method to worker motivation has been to view an individual's
activity because the number one thing in enhancing performance. Endless mixes of worker
blessings along with fitness care, existence insurance, earnings sharing, worker inventory
possession plans, exercising facilities, sponsored meal plans, infant care availability, employer
cars, and extra were utilized by groups of their efforts to hold glad personnel with inside the
notion that glad personnel are inspired personnel. Many cutting-edge theorists, however,
recommend that the inducement a worker feels in the direction of his or her activity has much
less to do with cloth rewards than with the Singer of the activity itself. Considering about the
employee turnover rate in Singer Sri Lanka PLC at the lowest level compared to industry
standard. It shows as 2.13% of labor turnover in year 2020 (Annual report, 2020). Singer mainly
concern on two factors when it comes to motivation.
6.1.1 Empowerment
Singer providing personnel extra obligation and decision-making authority will increase their
realm of manipulate over the obligations for which they're held accountable and higher equips
them to perform the ones obligations. As an end result, emotions of frustration springing up from
being held liable for something one does now no longer have the sources to perform are
diminished. Energy is diverted from self-maintenance to stepped forward undertaking
accomplishment.
Considering about Singer Managers or team leaders, according to study, are responsible for 70%
of the variation in team engagement. Employees will be motivated to go above and beyond the
call of duty if you establish an emotional connection with them. Organizations and leaders play
essential roles in fostering a positive culture, particularly when the CEO and top executive team
live up to the company's principles. This instills confidence and trust in the organization as a
whole.
Facilitating communication between the employer and the employee: Singer workers'
relationships are based on our governance values of integrity and transparency. Effective
communication is critical to the success of any business, and rules and programs guarantee that
all employees are informed on Group policies and activities. Official publications, social media

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groups, e-mail memos, and the Company notice board are all used to communicate with
employees. They’re also encouraged to bring forward ideas at monthly operating meetings or
Strategic Business Unit Teams. Employees can easily approach upper management thanks to
Singer's Open-Door policy.
Employee Benefits and Working Conditions, Including Occupational Safety and Health
(OSH):
Singer HR philosophy is guided by ensuring employee safety and enhancing their pleasure.
Singer believes in creating trust and encouraging our employees' personal development, and
Singer do so by giving them with the following monetary and non-monetary benefits:
Figure 24: Motivational methods used by Singer

Source: CSR Covers by Singer
6.1.2 Talent improvement
Personnel who recognize a job, product, or carrier pleasant are given the possibility to apply their
abilities and thoughts to enhance it. The strength to create motivates personnel and advantages
the corporation in having an extra bendy workforce, the usage of extra accurately the revel in of
its employees, and growing the talents and improvement amongst employees and departments.
These enhancements additionally create an openness to extrude that may deliver an organization

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the cap potential to reply speedy to marketplace transformation and preserve the first-mover gain
with inside the marketplace. Singer using different strategies on this such as:
Club of Toastmasters: This club assists employees in honing their speaking abilities and
advancing their careers as public speakers. The club hosts an annual speech contest to encourage
more employees to improve their oratory talents.
Club Rotaract: The Rotaract Club, which allows young employees to propose and conduct
community service initiatives for situations that demand attention, is a channel for employees to
serve the community. Rotaract is based on the concepts of leadership development, community
service, fun and friendship among members, and worldwide understanding. Singer is honored to
be Sri Lanka's first corporate Rotaract Club. Singer not only believes in Rotaract's beliefs, but the
skills and exposure employees have earned through the club has benefited the company as a
whole.
Figure 25: Talent improvements of Singer

6.2 Recognition and Rewards
Employee recognition is a timely appreciation of someone's or a group's effort or behavior.

Employee awards can be viewed as a way of expressing gratitude to employees who have
produced high-quality work or demonstrated exceptional performance (Jones, 2019). Employees

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that perform well and exceed expectations are a valuable asset to Singer. The following events
were held to honor great achievers and reward outstanding efforts.
 Singer Marketing Convention

 Singer Management Convention 2015 Singer Finance Convention
 Singer Service Awards
 SISIL Convention
 The Singer Fashion Academy Annual Award Ceremony and Fashion Show highlighted the
emerging talent from the Academy and felicitated their achievements
 Digital Media Awards 2015 Singer Dealer Convention 2015
Other than main reward convention employees are eligible for increments of their salaries and
the bonus based on the KPI results in each annual year. However, each branch should appoint
most outstanding sales worker for each month and rewards them financially or non-financially.
Figure 26: Rewards recognition
6.3 Training and development

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Human Resource Development approach focuses on two key components of employee

performance: contributing value to the firm by upholding Singer's commitment to excellence,
and improving their own career competencies in order to optimize future opportunities. Singer
provides intensive training to its staff in order to develop competent personnel and qualified
experts who follow the Group's policies and provide value to our businesses. A total of 2,158
training hours were spent on 7,872 participants, with customized programs tailored to the needs
of each employee requirements. All training sessions are led by senior workers with experience
in the field areas of expertise (Annual Report, 2020).
All training sessions are led by senior personnel who are experts in their fields. Singer also gives
abroad training to chosen employees as a regular practice with Principle partners to keep them up
to date on business developments. In order to maintain excellent standards across the board at
Singer, all training opportunities are considered mandatory for relevant workers. Singer has
increased its investment in employee training compared to previous years in 2019 by 12%.
These are few examples of the trainings provides by Singer. Foreign university level education
given for selected managers, including Sales and Customer Care, HR Best Practices, Hire
Purchase, Credit Card and Treasury Functions, Inventory Handling, After Sales and Customer
Care Training, and so on. Singer is a member of ASCI (India), JASTICA (Japan), and NUS
(Singapore), as well as other professional training programs. As a result of the Group CEO's
effort, Brandix i3 offers a Lean Six Sigma certificate. This aids in the alignment of internal
business procedures as well as the expansion of scope.
Figure 27: Training investment Singer PLC

Source: Annual Report 2020

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The singer ought to in no way meet only for assembly’s sake. The singer need to have something
applicable to cope with and something profitable to speak approximately. If The singer
experience matters are going smoothly, personnel are receiving overall performance comments
and appearing accordingly, and the corporation normal is on a fantastic road, conferences can be
held much less regularly and dealt with as checkpoints during the year. If there are issues,
concerns, questions, or thoughts The singer need to discuss, have conferences faster as opposed
to later. Keeping the group involved, as much as date, and with inside the loop are crucial for
making sure the device this is the business enterprise runs smoothly. These techniques for
powerful overall performance control can also additionally appear simple, however, they could
paintings wonders while carried out into the corporation’s daily life. The leader ought to be
approximately the human beings involved. Making the maximum in their abilities, spot in which
they shine, encouraging them in which they want paintings, and seeing them as complete
personnel, now no longer simply cogs, are in reality how the singer may create the proper work
surroundings for success.
7. An analysis on the equality and diversity challenges presented to

strategic leaders and managers at Singer. (B2)

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Managing equality with inside the place of business requires a little critical attention on the
extent of equality among men and women. Women’s hard work pressure participation has
brought about tremendous financial developments. The singer and different international
locations have delivered approximately legal guidelines to deal with the problem of gender
discrimination in recruitment, redundancy decisions, and feature set uprights to bendy operating,
maternity leave, and part-time work. These legal guidelines are that have been delivered ahead
via way of means of governments of diverse international locations to cope with the troubles of
range and equality in the place of business. Although maximum companies have exceptional
approaches to deal with troubles referring to the range, their efforts to slight managerial bias thru
range education and opinions have now no longer been effective (Ronen, 2016).
7.1 The Singer in managing equality and diversity
The singer of them examine discovered that gender range improved optimistic institution
processes, at the same time as racial range inhibited them. The singer's findings there appear to
be a want for a racial and variety audit even though it won't lessen the discrimination amongst
racial agencies it absolutely contributes to lowering gender-primarily based totally
discrimination. During overall performance value determinations, motives for disparities among
numerous racial agencies will be because of a hard and fast of things associated with overall
performance assessment and value determinations which includes stereotyping low expectations
7.1.1 Managing equality
Singer's business culture is built on the principles of equal opportunity and equal respect. Singer
believe in providing everyone with equal opportunity, regardless of their circumstances or
restrictions, so that they can thrive and attain self-actualization.
7.1.1.1 Disabled Persons
Singer believes that an employee's worth is determined by their quality and ability to meet
employment requirements, not by their personal circumstances. This is why Singer have
extended commitment to the Employers Federation of Ceylon's Disability Network. Singer have
two disabled employees who are proud members of the Singer family and play a vital role in our
daily operations (Human resource department, 2021).

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Mr. Gunapala has been a trainee at the Singer Finance Branch in Anuradhapura since 2013. His
vision problem has no effect on his job as a telephone operator, and he also helps the Collection
Department by reminding consumers about their payments that are past due. Mr. Gunapala is an
important member of the Singer team, and Singer value his contributions to operations. Mr.
Koralagama is a valued member of the Singer family who is confined to a wheelchair due to
paralysis. His job title is Trainee Contact Center Officer, and he has the chance to hone his
computer skills as well as his English communication skills. By supplying him with a dedicated
CDMA phone line, he is able to work from home Monday through Friday, as well as half a day
on Saturday (Human Resource department, 2021). As well as Singer provides infrastructure
facilities for disabled workers within the organization premises.
7.1.1.2 Gender Equality
Gender equality is a guiding concept of Singer HR strategy, and it is a value that they uphold
from hiring through training and promotion. The Singer Fashion Academy and the retail industry
have the most female employees. Singer actively taking initiatives to integrate females in higher
levels of operations, notwithstanding the low female presence at the senior management level.
There are a few examples such as:
Mrs. Shirani Edirisinghe, the Ratmalana Reigns Factory's HR Manager, is in charge of

approximately 300 male employees and has been in this role for almost ten years. Two female
managers keep an eye on the island's 70+ Singer Fashion Academies. At any given time, the
Fashion Academies have roughly 3000 students and participants. To further promote gender
equity, a female was appointed as the Singer Finance Manager, a high managerial role. More
females were integrated into the company's operating divisions as executives and managers
(Human resource department, 2021).
The hassle with organization-primarily based totally equality agendas is they can boom
disparities in the numerous class of “women,” for instance privileging white girls in comparison
to black or ethnic minority women. There is proof to signify that companies reap price blessings
from exploiting women and their skills. the Singer and same possibilities have arisen out of
companies’ endured exploitation of girls and ethnic minorities. Considering about the
promotions given in year 2020 in Singer PLC is 98 and among them 35 of them are woman

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workers in Singer. Because our employees is so important to our success, we treat them fairly
and equally, ensuring a positive work environment discrimination of any kind is prohibited.
Singer make certain that none of our staff are discriminated against because of their religion,
gender, or sexual orientation. Regardless of ethnicity, marital status, age, or any other factor,
criteria. As a result, we follow the policy same compensation for equal work' is a phrase that
refers to a situation in which two people do the same amount
Figure 28: Gender equality in Singer

Figure 29: Women’s working percentage Singer PLC

Source: Business today
7.1.2 Managing Diversity
We ensure that our workforce is gender diverse. As a result, women account for 23% of our
workforce. Only 8% of management positions are filled by women. Females account for roughly
19 percent and 25% of contract employees and executives, respectively, while female presence
in middle and junior management ranks at 11 percent and 9%, respectively.
According to a breakdown of age by job type, just over half of the Singer Finance staff (58%) is
under 30 years old. While individuals between the ages of 31 and 40 make up 33% of the
workforce, those between the ages of 41 and 50 make up 8% of the workforce (Annual
report,2020). Furthermore, nearly 50% of Singer employees have worked for the company for 1

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to 5 years, with another 16% having worked for the company for 5 to 10 years. Almost 9% of the
staff has worked for the company for more than ten years. Singer make sure of having employees
with different cultures and religions hence 93% of Sinhala, 6% Tamil and 1% of Muslim
employees works under Singer group.
Figure 30: Recruitment based on the gender 18/20

Source: Singer Sri Lanka
Figure 31: Workforce diversity at Singer

7.2 CSR Responsibilities of Singer Sri Lanka
Singer thinks that as one of Sri Lanka's largest companies, it has a critical role to play in the
country's social development. CSR projects cover a wide range of topics and have an impact on

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the lives of thousands of individuals around the country (Perera, 2016). Singer has remained
committed to the idea that employee involvement is the most effective form of CSR, and they
have built this notion into our business strategy. They don't have a dedicated CSR division;
instead, they have a committee of managers from various departments that oversee all CSR
projects and coordinate CSR efforts. Singer corporate social responsibility projects are divided
into three categories: education, health, and youth development. Singer has focused its resources
to support many causes that come within these three categories, which were discovered many
years ago. Singer's support for the health sector is demonstrated through the Singer Thirst for
Life Project and hospital support schemes, while education support is provided through the rural
school infrastructure projects, Singer Soopashasthra Program, and youth development projects
are realized through Singer sewing academies and school sports promotion in Sri Lanka.
Education Sector: Singer's CSR social contributions go primarily to the education sector. Singer
continued to devote significant resources to the education sector in 2019, sponsoring 79 schools
across the country (Annual report, 2020). These funds were used to provide under-resourced
schools with IT labs, laboratory facilities, utility development, and infrastructure development,
among other things, to ensure that these students receive an education in a safe, comfortable, and
secure setting. We continue to donate laptops to high-achieving grade 5 scholarship recipients, as
well as O/L and A/L kids. Because Singer passionately believe in generating new opportunities
for future generation through support, Singer has committed its resources to help improve the
lives of kids in need through various programs.
Empowering Women for Entrepreneurship: The Singer Fashion Academy was founded more
than 50 years ago with the purpose of providing sustainable employment opportunities for Sri
Lankan women and their families. Despite the fact that their objectives have evolved in response
to shifting trends, the Fashion Academy remains committed to its mission of developing skilled
labor and encouraging entrepreneurship. Today, the Academy continues to grow and support
enrolled students through its island-wide branch network of scholarships. Each course is
designed to provide students with a Certificate/Diploma from the Academy upon completion,
allowing them to maximize their potential. In addition, each student's abilities are highlighted
through award ceremonies, sales, and exhibitions. Throughout the year under review, the

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academy simultaneously implements custom-tailored initiatives at the request of a variety of

governmental, private, and non-profit organizations.
Figure 32: CSR for educational sector
Health Sector: Thirst for Life raised enough money to purchase three to four dialysis machines
for 7.5 million rupees, which will be distributed in 2016. Every water filter sold will contribute
Rs.100 to a fund that will be used to purchase dialysis machines for hospitals. Hospitals can put
the extra money saved from these donations toward things like refilling medical inventories and
expanding wards. Singer has supported the Colombo National Hospital, the Kalubowila Hospital,
the Nuwaraeliya General Hospital, and the Lunawa Hospital since 2011, assisting them with
ward maintenance and donations of equipment.
Sports development: The Sri Lanka Schools Cricket Association and the Singer League have
collaborated on a long-running cricketing league. Singer's participation extends beyond only
financial support they provide cricket equipment to all schools, with a special focus on rural
schools, which have consistently produced world-class players for Sri Lanka. Singer sponsored
the 23rd MCA Premier League, as well as the MCA Knockout Tournament, in partnership with
the Mercantile Cricket Association, to assist develop schoolboy talent into professional players.

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Figure 33: Contribution toward youth

Source: Annual report, 2020
8. Evaluate the impact of morals, ethics, and organizational culture

on the behavior of strategic leaders and managers at Ceylon Cold
Stores (B.3)
Cultural variety has to turn out to be a key characteristic of multinationals and different
corporations across the world. At the singer, Human useful resource control is fixed of unique
functions, processes, and sports which can be geared toward directed and preserving
corporations' human sources and are laid low with social and cultural issues. Managing human
sources in an agency calls for an in-depth evaluation and expertise of each inner and outside
environment. The singer advanced a framework additionally regarded popularly because of the
version of cultural healthy and covered additives including paternalism and electricity distance to
have a take an observe sociocultural dimensions.
8.1 Moral at Singer Sri Lanka
Moral can be defined as an organization's employees' attitude, satisfaction, and overall view. The
degree of morale among employees will be determined by their level of satisfaction and
motivation. As a result, employee engagement and happiness are critical for employees to
achieve a high level of morale at work (Kurn, 2016). Considering about Singer Sri Lanka
perspective it is about empowering the employee satisfaction. To empower employee satisfaction
Singer has following many strategies which other competitors difficult to imitate. As above
mentioned, Singer provides different training programs such as foreign university level
education given for selected managers, including Sales and Customer Care, HR Best Practices,

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Hire Purchase, Credit Card and Treasury Functions, Inventory Handling, After Sales and
Customer Care Training, and so on. Singer is a member of ASCI (India), JASTICA (Japan), and
NUS (Singapore), as well as other professional training programs which creates moral among
employees.
As well as maintaining a dynamic work environment necessitates addressing employees'

collective demands. Collective bargaining is an effective means of resolving conflicts and
concerns, and that the employee union provides a forum for employees to express their
collective views. This allows for a two-way conversation that assists the Group in
troubleshooting areas that need to be addressed in order to protect employees' safety and well-
being. Singer's active participation in sports provides an additional motivation for staff to
participate in the many sporting events that take place throughout the year. A considerable
number of Singer employees compete in Mercantile level sporting contests in disciplines such as
cricket, football, badminton, hockey, athletics, and netball. The following are some of the year's
sporting highlights: Team Singer emerged victors in the MCA Annual 40 over cricket ‘Sixes’
2018 tournament, including awards for the greatest number of sixes and man of the final. Singer
participated in the annual Mercantile Athletic Meet 2018 and won 1 gold, 5 silver, and five
Bronze medals. Singer shuttles won 3rd place at the MBA Inter Firm Team Badminton
Championships (Annual Report, 2019).
Every year, in January and July, the Singer Group conducts two rounds of promotions, with
some exceptions depending on yearly appraisals occurring in between. In 2013, a new category
of promotions was established to encourage high flyers and personnel to perform at their best.
Employee productivity and motivation have increased as a result of high-performing employees
being promoted to "Executives."
8.2 Ethics at Singer Sri Lanka
Work ethics consider as a set of values centered on the importance of doing work and reflected
especially in a desire or determination to work hard (Kenna, 2018). The Corporate
Governance process ensures that the group's business processes are performed in accordance
with industry best practices. Our team has been trained at all levels, under the guidance of the
Board, to use holistic and sustainable business practices that benefit the community.

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The Group's Vision Statement serves as the foundation for business governance, which is
implemented in order to attain our final targets, we will use the annual plan. Initially, the annual
plan is Singer Asia Ltd., Intermediate Parent Company, has authorized it after a thorough review.
The Board will conduct a comprehensive investigation. The Group conducts structured, regular
performance reviews for all of its employees to maximize business efficiency, all Brand teams,
management, and operational level workers. All public disclosures, as well as the manner
business and communication are conducted with all stakeholders, are encouraged to be
transparent. Internally, a "whistle-blowing policy" implemented in 2009 has raised the level of
transparency to a new level.
All employees at Singer are bound by the Company’s written Code of Ethics that includes the
following aspects such as exercise honesty, objectivity and diligence when performing one’s
duties. Avoid situations where personal interest might conflict with the interest of the Company;
and if so, disclose such interest in advance. Maintain confidentiality of commercial and price-
sensitive information. Work within applicable laws and regulations and safeguard the
Company’s assets. Avoid conduct that will reflect badly on the person concerned or The
Company’s image. Strictly avoid giving or accepting any kind of bribe, either directly or
indirectly. y Strictly avoid making contributions for political funds, either directly or indirectly
and strictly avoid any kind of sexual harassment.
All important and senior managers sign and abide by the Code of Conduct, which is outlined in
their employment contract. The Code is re-signed every year, and supervisors are responsible for
ensuring that lower staff follow it. This guarantees that the Group's commitment to discipline is
maintained at all levels.

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Figure 33: Governance Structure

Source: Annual report
8.3 Organizational culture at Singer
Organizational culture is a set of common assumptions, values, and ideas that guide how
employees behave in the workplace (James, 2017). These shared values have a significant impact
on employees, dictating how they dress, act, and do their jobs. Every organization creates and
maintains its own culture, which establishes and maintains standards and boundaries for its
members' behavior. Singer is a firm believer in providing a caring atmosphere for employees'
professional and personal development. This assist employees in developing their abilities and
skills through a variety of participatory programs and activities. They have built great
connections as a result of accommodating such policies, and Singer has continued to achieve
excellence. By using Handy’s four types of organization culture methods researcher able to
identify the type of culture which is available in Singer PLC.
Figure 34: Charles Handy’s Organizational culture

Source: Printest
Organizations with a Power culture can react swiftly to events, but their long-term success is
strongly reliant on the abilities of the people at the top; succession is a significant concern. They
will tend to attract people who are power-hungry and politically inclined, who are willing to take
chances and don't place a high value on security. The main source of power in this society is
resource control, with certain components of personal authority at the center. This type of culture
relies heavily on individuals rather than on committees. Organization like Singer is not judging
the performance based on the target they have achieved, there are several other factors to

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measure the performance, how ever this kind of culture employee’s shows an independency
while Singer doesn’t delegate full authority upon employees while decision making.
Strong functional or specialized areas, coordinated by a small band of senior management at the
top, and a high degree of formalization and standardization characterize the role type of culture.
The work of the functional areas and interactions between them are governed by rules and
procedures that define the job, the authority that comes with it, the mode of communication, and
the settlement. Considering about Singer PLC role type of organizational culture can be visible
in the organization. People are chosen to fulfill roles satisfactorily in Singer; personal power is
discouraged, and expert power is tolerated only in its correct context. The most common
methods of influencing are rules and procedures.
Figure 35: Top management decision making

Source: Annual report, 2020
A task culture relies on the group's unifying power to increase efficiency and assist individuals
identify with the organization's goals. As a result, it is a team culture, in which the team's work
takes precedence above individual goals and most variations in status and style. However, in
Singer, we are unable to see Influence is built on expert power rather than rank or personal
power, and it is disseminated more widely than in other cultures. Influence is more widely
diffused than in other cultures, and it is based on expert authority rather than rank or personal
power. However, Singer leadership use more personal power or else job position power rather
than expert authority task culture cannot visible within Singer. Person culture is a distinct type of
culture. Despite the fact that it is not found in many organizations, many people share some of its
values. Clearly, not many organizations can exist with, or develop, this type of culture, because

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organizations tend to have some form of corporate goal that is separate from the personal goals
of those who make up the organization. Furthermore, unless by mutual permission, control
systems and even managerial structures are impossible in these cultures.
8.4 Impact of morals, ethics, and organizational culture on the behavior of

strategic leaders and managers at Singer PLC
Morals, Ethics & Cultural background How Impact those on the behavior of strategic
Leaders and Managers
Moral and ethical behaviors Ethical and moral behaviors impact on

management and leadership as,
Employee loyalty is high.
Create long-lasting positive effects for a bank.
Personal sacrifice is encouraged.
Turnover reduction
Including the ability to attract and retain highly
Bank policies must be followed
talented individuals.
Contentment of customers
Building and maintaining a positive reputation
within the community.
It builds a stronger bond between individuals on

the management team.
Creating stability within the company.
Culture: The behavior of strategic leaders and managers is

influenced by the Singer culture in the following
Culture is a group of internal values and ways:
behaviors in the organization. It includes The way managers and leaders interact at work is
experiences, ways of thinking, beliefs and determined by the company's culture.
future expectations. The work culture encourages managers and leaders

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Integrity to form healthy relationships.

Creativity The organization culture brings all managers and
Excellence executives together on the same page.
Sincerity Workplace culture also contributes to good
Accountability competition.
An organization's culture is made up of
predetermined regulations that guide employees,
managers, and leaders and provide them with a
sense of direction in the workplace.
The organization's brand image is heavily
influenced by its work culture.
Singer culture that brings out the best in each team
member.
Table 2: Impact of Moral and ethics
The singer has been performed to perceive the outstanding dimensions together with cultures that
differ. The singer has advanced a framework for cross-cultural verbal exchange which
incorporates power distance, individualism, masculinity, uncertainty avoidance, and long-time
period orientation vs. short-term orientation. Other pupils have emphasized that language,
gender, and faith are similarly vital in coping with variety throughout special cultures. In this
review, we will study paternalistic leadership, electricity distance, faith, and gender to assess the
results of those on equality and variety.
9. A discussion of the relationship between organizational strategy

and change. (C1)
Organizations are laid low with the modifications because the elements that bring about extra de
are intently interrelated. For instance, among the forces of extruding in businesses is the era.
Currently, the technological surroundings could be very turbulent when it comes to the data era

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because of the excessive charge of technological innovations. The improvement of a new era has
ended in worldwide interconnection among diverse businesses. This has multiplied performance
in commercial enterprise operations. Change with inside the surroundings is presently
occasional.
Strategic change management is the process of managing change in a structured, thoughtful way
in order to meet organizational goals, objectives, and missions. Singer PLC is an organization
which change according to the changes in environment and easily adopting with the new changes
of an environment. Starting with the sewing machine, Singer's product portfolio has diverse to
embody an especially a hit multi-brand approach combining merchandise of top international
marques with the enterprise's own merchandise throughout a variety of household, business and
monetary classes.
9.1 Relationship between competitive strategies and change in Singer PLC
A competitive strategy is a long-term action plan devised by a corporation to achieve a

competitive advantage over its competitors by analyzing their strengths, weaknesses,
opportunities, and threats in the industry and comparing them to your own (Farooq, 2018). A
company's strategic change is when it moves away from its current condition and toward a
desired future one in order to gain a competitive advantage. To sustain in the market Singer PLC
also use strategies which can be gain the advantage over its competitors. By using Porter’s
generic strategy researcher can identify the strategies which Singer PLC is use to generate the
competitive advantage and strategy describes how a company pursues competitive advantage
across its chosen market scope.
Figure 36: Porter’s Generic strategy

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Compiled by author
Cost Leadership strategy: The Cost Leadership Strategy is when a company focuses on
lowering the cost of delivering products or services to customers, resulting in increased
profitability and the ability to generate shareholder value or invest in other areas of the company.
Singer SL stands as the market leader in the overall consumer electronics industry. The key for a
long-term growth is sustainability which is the ability to maintain a competitive advantage.
Competition threats arise from defying geography, converging technologies, sectors and many
other sources. International and local products which offered from Singer is comparably low
compared to its main competitors Abans and Softlogic. Singer offers products with different
price ranges for different target segments. Singer use different strategies upon reducing the
product price compared to its competitors. Singer has been suffering from few cost problems
since they sold their goods at much lower price with the aim of becoming the price and market
leader in the industry.
Almost everyone is offering comparable products, which are low-cost and come from gray
marketplaces. As a result, if the singer tries to maintain his position as the cost leader, it will be
unprofitable. The value added by the product's distinctiveness may allow the company to demand
a higher price for it. Furthermore, the firm can anticipate that the higher price will more than
cover the additional expenditures associated with providing the unique product.
Differentiation strategy: A business's Differentiation Strategy focuses on differentiating its

products or services from those of competitors. This strategy covers a broad range of topics,
from complete product diversity to distinct features inside a main product. Singer has strong
relationship with their suppliers which available internationally and due to this reason available
product portfolio is comparably high related to its competitors. However, Abans, Softlogic and
Singer has the same type of suppliers and they offer same brands in Sri Lanka. Singer must focus
on expanding their business upon new strategic business unit in order to achieve the
differentiation strategy.

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Figure 37: Brand availability of Abans

Figure 38: Brand availability in Singer Figure 38:
Source: Singer SL
Cost focus strategy: When a business focuses on a niche market, either by industry or
geographical, and becomes an expert in delivering for that industry, it is referred to as "Focus."
Similar to the Cost Leadership Strategy mentioned previously, the “Cost” refers to the company
producing the product or service at a low cost to them. Considering about Singer before year
2018 Singer only offered Lenovo, hp and Dell laptops with high level of price which targets on
high level income earners. However, in year 2018 they introduced ASUS products to Sri Lanka
for the first time by targeting middle income earners and the university students with easy
payment plan.
Differentiation focus strategy: The Differentiation Focus Strategy is the next step in the
Differentiation Strategy's progression. There are two components to this strategy, similar to Cost
Focus: one focuses on the Differentiation aspect of the strategy, while the other emphasizes the
fact that the company is entering a specialized market. As authorized reseller for Apple products
Singer focus on high income earners is a good example for differentiation focus strategy
9.2 Relationship between interactive strategies and change in Singer PLC
An interactive strategy is an integral aspect of the overall marketing strategy that involves
addressing issues such as channel choice, design aspects that suit various channels, technology

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and outreach constraints within the overall plan (Schuan & Yunig 2016). Singer Sri Lanka use
proper interactive strategy in order to attract customers with their products. Recent example is
about a new strategy implemented by Singer as E – commerce strategy Singer devised an
exciting limited-time offer that directed traffic to the website and quintupled (x5) the sales
numbers, while the client intended to raise awareness about the debut of the newly renovated
site.
Singer is one of Sri Lanka's major spenders on marketing communications advertising, in

particular, has been particularly effective in generating awareness of the trusted Excellence
theme. Singer believes that strengthening the emotional tie it has with its customers leads to
brand loyalty, which sets Singer's marketing philosophy different from the competitors.
Advertisements below the line have been utilized in conjunction with other interactive and
promotional opportunities. Singer's home appliances are available for purchase through the
company's website. It also sends out catalogs to current and new clients on a regular basis so that
they can be a part of the Singer dream. Singer sponsored the Sri Lankan cricket team during its
most successful years in cricket history, given that cricket is by far the most popular sport in
South Asia. Sri Lanka went on to win the global title in 1996. Singer then hired a slew of
cricketers to promote the brand, cementing the link between the company and the sport.
9.3 Relationship between business model strategies and change in Singer PLC
A business model describes the rationale of how an organization creates, delivers, and captures
value, in economic, social, cultural or other contexts. The process of business model construction
and modification is also called business model innovation and forms a part of business strategy.
Below diagram shows the business model of Singer PLC Sri Lanka and as same as all other retail
organizations Singer use online and physical retailing by using B2B and B2C business models.

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Figure 39: Business model

B2B – Business to business: Singer Sri Lanka is a household brand name which has been
present in the country since 1877 and today it is the largest company in the consumer durables
sector operating in Sri Lanka owning more than 35% of the home consumer durable market
(Singer Sri Lanka where Singer PLC operates a multi brand, multi-channel business model
serving millions of customers in Sri Lanka. Singer sells to their customers through a chain of
retail stores, an intermediary channel of individual traders, and a B2B channel of group sales
promotions such as Compare Bundle Offers prices and buy online, they have a wide range of
Bundle Offers in Sri Lanka. As well as Ali Baba platform used by Singer in order to sell their
products.
B2C – Business to consumer: The term business-to-consumer (B2C) refers to the process of
selling products and services directly between a business and consumers who are the end-users
of its products or services For Singer Sri Lanka there are over 4.5 million household users and
over 500000 mobile and web consumers were served by Singer's 406 outlets across the country.
They already expanded their business upon with the outlets to North and Eastern province of Sri
Lanka in order to provide the direct service to its customers

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Figure 40: Number of outlets

Source: Singer PLC
C2B – Customer to business: Consumer-to-business (C2B) is a business model where an end
user or consumer makes a product or service that an organization uses to complete a business
process or gain competitive advantage. Singer usually have strong international and local
suppliers to supply products. Nearly 70 plus of international suppliers for Singer and due to this
pandemic situation they communicate using the online platforms.
9.4 Relationship between emergent strategies and change in Singer PLC
An emergent strategy is a pattern of action that develops over time in an organization in the
absence of a specific mission and goals, or despite a mission and goals (Ester, 2012).
Implementation of extruding in the employer influences the vertical association of the employer.
Vertical linkage refers back to the established order of coordination among the diverse corporate,
departmental, or divisional plans. On the opposite hand, horizontal linkage refers to the
combination inside a selected department. Singer has to reinvent its strategy-making process,
which should take a bottom-up approach, as most successful and innovative businesses do.
Singer management will be able to discover new and unique ideas that they can incorporate into
their marketing efforts using this strategy. Singer should have a system in place to respond to
unexpected situations by using an emergent strategy-making process rather than a deliberate
strategy-making process.
During the year, the Company followed an ambitious global expansion plan, opening four new
branches, three window locations, and moving an existing branch to a more spacious and
convenient location for customers. All of the aforementioned 8 locations that were opened within
the year have already reported renewed growth numbers to Singer. Singer Financing's head
office, which was formerly housed within the Singer Sri Lanka facilities, moved to its own

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headquarters throughout the year, resulting in a stronger brand identification and exposure as an
independent finance company. Use of ERP system created operational processes automated with
the use of the system. This enhanced the speed and lead times in approval and disbursement of
facilities among Singer during this Pandemic. Singer is looking to Green, environmentally
friendly business methods and going forward the Company hopes to introduce a structured
approach towards environmentally friendly green practices to be practiced by educating the staff.
10. A critical evaluation of change as a process and as a concept of

current and emerging approaches to change implementation. (C2)
Transform has usually been a norm of lifestyles, but during the last few many years' significant
Organizational transform has assumed large proportions. The tendencies in Technology, growing
needs and wants of society, and the emergence and increase of worldwide businesses are some of
the elements which have contributed to the want for, and Frequency of change (Gale Virtual
Reference Library., 2004). Identification of the want to change and main companies via that
transform, therefore, Desires efficient change management. This unit discusses some of the
problems associated with change management and highlights its importance within the context
and statistics centers. (Prosci Inc, 2021)
Accordingly, singer PLC additionally may run over issues or dangers without help from anyone
else that must be embraced with time as an objective arranged company. The organization's
history has been followed a few administration speculations to foundationally resolve the issues
and their connections in all angles to make changes inside the association in an essential way.
The following are incorporated a few theories that have been attempted and must be followed
when there is a change occurs inside the association. Singer Finance (Lanka) PLC's director
board has changed as a result of the change in ownership structure at Singer Sri Lanka PLC and
senior banker Aravinda Perera has been named Chairman in year 2017 and time to time there are
several changes happened within Singer Sri Lanka. In the current situation, the singer has issues
due to the Coronavirus, workers not content with the current operational circumstance of the
association. They need to advance the inward circumstance of the company just as the item

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quality. At present, there is a ton of occurrences identified with chronic weakness and security in
the working environment, this was because of the way that nobody was following the
arrangement (Cinergix Pty. Ltd, 2008-2021). Likewise, there were instances of creation being
postponed because of the absence of workers. Since the administration chose to go under a
change, they have confronted substantial obstruction from Suppliers and workers. Additionally,
there were worries over the arrangement.
10.1 Change type and level of the selected change - Introducing digitalized
marketing platform for marketing team
10.1.1 Change type
Considering about the several types of changes Transformational change is well-defined

as frame-breaking alteration that totally alters your current working structure. These variations
will have huge change to procedures, persons, and typically technology. Companies use
transformational change theory in reply to a crisis, or in order to relocate themselves in the
marketplace. Remedial change is prearranged to preparation current circumstances such as
growing competence or dropping stress. Remedial change is more concentrated, urgent and
observable because it discourses current main difficulties. Leaders implement remedial
variations when they recognize a need to report lacks or poor business performance. Change in a
working environment can bring out many benefits to the business. It also presents new
opportunities to embrace a new corporate image and also implement new processes. Relocation
is also considered as another type of change.
Considering about implementing digitalized marketing platform can be consider as Remedial

change type to Singer PLC. The Singer PLC that change follows comparative opposition;
however, the organization keep people from accepting this change. Consequently, for laborers
who are working from home all or more often than not presently however seldom or never did
the covid19 pandemic, there have been some unmistakable potential gains related with the shift

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to work. workers not content with the current operational circumstance of the association. They
need to advance the inward circumstance of the company just as the item quality.
At present, there is a ton of occurrences identified with chronic weakness and security in the
working environment, this was because of the way that nobody was following the arrangement
(Cinergix Pty. Ltd, 2008-2021). Likewise, there were instances of creation being postponed
because of the absence of workers. Since the administration chose to go under a change, they
have confronted substantial obstruction from Suppliers and workers. Additionally, there were
worries over the arrangement. Positively, there are an assortment of approaches to stir up the
current work, and employees need to consider whether you need an adjustment of an individual
or, as in an organization, among a gathering of individuals. Employees should think about the
way toward setting up at working from home. The primary change, prior to whatever else can
occur, is to "unfreeze" planning everyday activities for change. The workers accept that change
follows a comparative way of thinking, so the organization should initially implement this
change due to the current pandemic situation which started from the beginning of year 2020.
10.1.2 Level of Change
Change can be classed into three types based on the mechanisms thought to be responsible for
the change: alpha, beta, and gamma change. Alpha change is a difference in the level of an
existential condition that corresponds to absolute quantitative change. The respondent's
subjective recalibration of the measurement scale can cause a shift in beta. The respondent's re-
conceptualization of the measured variable causes gamma change. Considering about
implementing digitalized marketing platform among marketing team Because there was a shift in
some existential status of the numbers at Singer implementing a system was more of a Alpha
change. Individual roles are not going to change and they are in the same level of the
organization, and management aided the employees who were affected by the shift in identifying
the changes in their roles and job descriptions. Management supplied the necessary training for
the new procedures. To achieve success, the company needed to inspire enthusiasm for new
work completed, and management needed to deal with conflicts and problems in a systematic
manner. Singer provides online training for marketing team using Singer E learning platform
regarding the digitalized marketing platform island wide and this has been started from
Colombo, Kandy and Galle.

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10.1.3 Reactive or proactive level of the Change
Proactive change is change that is initiated by an organization because it is desirable to do so.

Reactive change is change initiated in an organization because it is made necessary by outside
forces. For instance, introduction of a new employee benefit scheme is proactive as the
management strongly believes that it enhances the satisfaction and motivation of employees. The
change would be reactive if the benefit plan was introduced because of demands made by the
employees (Orelley, 2016). Considering about implementation of digitalized platform for the
marketing team is a Reactive change while it implemented as a solution for the current pandemic
situation. Consequently, for laborers who are working from home all or more often than not
presently however seldom or never did the covid19 pandemic, there have been some
unmistakable potential gains related with the shift to work. workers not content with the current
operational circumstance of the association. As a solution for the current economic condition
Singer has invented the new system.
Figure 41: COVID 19 Exposure by market sector
Source: Fetching rates
10.2 Barriers to change
The product variety of the singer is comparatively similar than the alternative present other
businesses. Other Companies like Abans, Softlogic these companies provide massive variety of
merchandise like the singer. it’s far one of the primary weaknesses of the singer. The singer
authority has done not extend their enterprise globally like other present competitor corporations.
The operations of the singer are restricted to some locations. Even though, it has huge quantity of

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stores in selective locations, such as Trincomalee, Jaffna, Rathnapura and so on. Many claims
had been raised towards the singer that the company gives low excellent merchandise to its
customers. In keeping with many reviews, the organizational control buys reasonably-priced
satisfactory merchandise to provide merchandise in low charges to the customers. Many reviews
have claimed that the personnel of the singer aren't accountable sufficient to control the
organizational operations. As organization is one of the large employers of the sector, it isn't
Feasible for the organizational managers to pay interest of every worker’s activity personally for
this reason, personnel frequently keep away from their obligations in the direction of their
position. In step with many Customers, at some point of peak hours’ employees do no longer
take note of the requirement and problems of Consumers.
The singer has numerous tools supplied by way of the internet to receiving, looking for and
sharing facts to plan their sales. Also, island wide Distribution systems through the internet have
supplied a brand-new distribution channel for the retail of services and products. in the end, the
internet has affected each performer of the fee chain inside the singer. For the suppliers the
internet is imparting at once data in their customers supporting to increase their income. finally,
the intermediaries have realized that they've to adapt to the brand-new environment. However,
network coverage issues in many areas in Sri Lanka badly affects toward the employees plus
customers of Singer.
10.3 Application of change theory
Digital marketing is characterized by the utilization of various advanced strategies and channels
to associate with clients where they invest a lot of their energy: on the web. From the actual site
to a business' internet marking resources computerized promoting, email advertising, online
pamphlets, and past there's a range of strategies that fall under the authority of "advanced
showcasing." The best advanced advertisers have a reasonable image of how each digital
marketing promoting effort upholds their overall objectives. Also, contingent upon the
objectives of their showcasing system, advertisers can uphold a bigger mission through the free
and paid channels available to the company. The management only makes a specialty of the
component. however, whilst this case thinks from a frontrunner, the leader may be a focus on the

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people. The leader will find a way to hold the job of the employee and as well as to digital
marketing as nicely.
Since the administration chose to go under a change, they have confronted substantial
obstruction from Suppliers and workers. Additionally, there were worries over the arrangement.
The proper change in the executive’s model for the artist organization would be the ADKAR
model.
Figure 42: ADKAR Model
Awareness: Management needs to make mindfulness among every one of the partners and
impart the vision to them unmistakably, this will assist with getting them ready. Workers will be
clarified that what will be generally anticipated of them. They will be educated about the new
items and their use. They will likewise be questioned about after arrangements or they will
confront fine. At the mindfulness stage more accentuation on the action of the action to set up a
correspondence and assemble attention to the employees. A portion of the topic or activities
helped out through the accompanying activities:
Briefed on changes in an executive gathering: In this gathering, the proprietor of the singer
PLC can remind their new “Digital marketing “execution and give direction to all branch heads
about their business interaction changes to plan for new business measures simultaneously
different issues identifying with the business cycle changes.
Individual changes in the gathering conversation: Changes that may happen in the main
execution of the “Digital marketing”, as per the new obligations allocated to every employee.
Along these lines, their requirements to a gathering went to by all branches all together for the
singer PLC Framework execution will be done and will affect workforce.

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The framework conversation at branch gatherings: Top of the branch in the exercises of its
customary gathering, gave a knowledge into “Digital marketing “to every worker so every
representative in the most individual level comprehends the progressions brought about by the
execution of the new System.
Held Socialization of new Digital marketing (online): Having beforehand existing marketing
conversation in the gathering, the management organization directed the important approved
hierarchical changes identified with the execution of the current Digital marketing. Socialization
is expected to give full cognizance changeovers at the singer by executing the new digital
Framework.
Creating a slide show and video about new Digital marketing: For understanding the
implementation “Digital marketing”, the managers can make a slide show with a video about
the advantages of the implementation of the new digital marketing. Introductions and recordings
have with execution modules given by the marketing the employees framework for its customers.
The dispersion itself one-sided utilizing discussions and gatherings on the web or by means of
email each - every worker.
2.Desire: The following stage is to get input from the mangers and see what they want. Full
customer’s deal will be empowered. They will likewise screen the craving for the customers to
change. This will be finished utilizing meeting and meetings to generate new ideas. The
employees of hierarchical changes made to develop the longing and forestall their refusal of
workers to change. In making want can be acknowledged through the accompanying activities:
Individual methodology: Each employee at singer should affect the execution of the new digital
marketing. Here the top of the branch gives individual direction identified with changes in the
association.
Pay attention to assessments of workers: The assessment is launched out from the employees,
ought to be utilized as material for strategy the executives. The assessment is expected to be a
benchmark for the degree of the interest of workforces will be changes.
Straightforwardly address the advantages and improves on their execution of Digital
marketing the framework through socialization: Other than moving toward faculty, the
executives likewise exhibits the advantages of the execution of digital marketing for a change,

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then, at that point the advantages it would affect every employee. Along these lines’ workforces
will be more certain and the soul of the progressions that happen.
Make a responsibility: Changes that happen with execution expected digital marketing is kept
up and each worker what's more, the board is focused on making changes because of the
execution digital marketing.
3.Knowledge: The following stage is to instruct and prepare the staff. This will assist with
persuading the labor force and gain their trust. A rundown will be made in regards to the abilities
and information expected to help the change. In the event that the provider can give the staff on
schedule. This phase of information alludes to the information and abilities of representatives
with respect to the execution of the digital marketing can be acknowledged through the
accompanying activities:
Education hung on digital marketing: Digital marketing programming the executive's

framework preparing consistently and steadily going from fundamental preparing in the
utilization of marketing to change in accordance with the product.
Conducting digital marketing preparing schedule: Directed normal preparation to make
workers utilize the marketing System acquainted with the framework. Nonetheless, this
preparation should likewise be possible day by day.
Provides modules and related materials about Digital marketing: Modules are typically
promptly accessible and can be downloaded at the site. The module cover is printed or imparted
to the singer company to be conveyed to workers as a guide in the application's System. This
objective ought to give workers the information applicable to change and what should be done
after the change. Stand-in their insight, abilities and mentalities through conventional preparing,
instructing or guiding to deliberately give this information and execute change.
Providing access to data identified with Digital marketing: Admittance to data about “Digital
marketing” can be gotten to at the site. This might be a technique that was chosen particularly for
the project or one that was created and used throughout the company. Internally created
techniques as well as externally offered ways are used by businesses. The most important thing is
for the singer staff to know what change management tools they have and when and how to
apply them.

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4.Ability: Regardless of whether the employees have the right stuff and information to help the
change yet do they can uphold it. For instance, the company has total information on “Digital
marketing” and has a capable labor force however needs more sources or capacity to complete it.
The equivalent is the situation with employees they may have the abilities to deal with the
business yet they probably won't work at a specific spot.
Capability is the capacity to apply information to be acknowledged or the execution of changes.

Capacity accomplished if an Individuals can execute changes to the predetermined degree of
implementation.
 The leaders in everyday practice, in order to establish an agreeable obtaining new

abilities and propensities.
 Providing admittance to topic authorities, to lessen the information hole and get a
individually.
 Providing active activities during preparing with the goal that workers can try what they
have realized.
Providing advice, preparation, and access to the topic, you may improve overall capabilities. In a
company, training by experienced and skilled persons is a good way to assist and build Ability.
During the program, members make a communication plan, support examination, recognize
extraordinary techniques, and significantly more as they learn and execute ideas. This promotes
the capacity to move information. Participate in the communication should be accessible to hear
concerns and questions another hand communication hardens Knowledge, so employees can
follow up on it.
5.Reinforcement: The last step is to build up the sources to hold change. Preparing ought to be
given to the staff to rouse them and cause them to feel enabled. Likewise, administrators need to
look if the current provider can't concur on the new terms then another provider may be required.
Build up the inward and outside factors that help the change. Outside support incorporates the
acknowledgment, awards, and festivity. Inward Reinforcement can emerge out of feeling happy
with the (Accomplishment) or different advantages got from the change. satisfied with the
accomplishment or different advantages got from the change. Commending achievement and
execute an acknowledgment program giving to the most elevated worth and cognizance capacity

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test “Digital Marketing” Collect feedback from customers. Audit and execution estimation of
the execution of “Digital marketing” The effects of the investigation Adkar model can be
utilized to analyze the obstruction/refusal of individuals from the association; help progress
individuals from the association through the change interaction; make a fruitful arrangement for
individual and expert improvement as changes; and short-term a change the board plan for the
individuals of The singer. Change the leaders should be permitted essential for every future
drive. Undertaking groups are responsible for managing changes to their activities. There should
be some technique to survey execution, similarly as there should be some approach to quantify
accomplishment for whatever other changes that the company needs its laborers to acknowledge.
11. Critically discuss current and emerging approaches to change

implementation of Singer PLC
The best advanced advertisers have a reasonable image of how each digital marketing
promoting effort upholds their overall objectives. Also, contingent upon the objectives of their
showcasing system, advertisers can uphold a bigger mission through the free and paid channels
available to the company. A substance advertiser, for instance, can make a progression of blog
entries that serve to produce leads from another digital book the business as of late made. The
Singer PLC online media advertiser may then assist with advancing these blog entries through
paid and great posts on the business' web-based media accounts. Maybe the email advertiser
makes an email mission to send the individuals who download the digital book more data on the
organization. Considering about the change applied by Singer during this pandemic situation
created strong brand recognition for Singer increasing the revenue generates from online
retailing by 12.5% comparing to year 2019 (Singer Sri Lanka, 2021).
11.1 Implementing planned or emergent change
Planned change approaches rely more on the notion that the environment of an organization is
known. Change can then be planned to make transitioning from one condition to the next easier.
Emergent change, on the other hand, emphasizes the importance of being flexible and adaptable,
recognizing that change is always present. It's possible that some changes are more solid and

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predictable as they progress from one stage to the next, while others are more fluid and ongoing
(Freebi, 2018). Selected change for Singer can be consider as emergent change since it creates as
a respond for the environment change due to the pandemic situation.
If we will have a look at any issue in a marketing manager will appear to resolve it for the instant
with the help of the IT branch, that's a better option on behalf of the clients. due to the fact
customers are used to online after the organization hours as properly. The leaders may even clear
up the difficulty and as nicely they encourage or encourage their workforce now not to occur to
the identical difficulty inside the future or to have a piece of excellent understanding about the
problems which can be powerful inside the future. With that, if there may be an issue very own
team of worker’s members can look at it and solve it without passing it to the top office or IT
department. With the implementation of digital marketing.
With this new digital marketing, managers will do matters proper. Doing matters right essentially
isn't the nice way to do things because one will be simply following a technique while doing the
proper things normally pursuits at figuring out and editing the efficiency and effectiveness of a
corporation, it commonly objectives at supplying the important results of a movement taken. If
there are any troubles with the procedure the digital as the leader need to pick out the fault and
correct it after which do the matters. In this example leader’s first-rate is higher than the
manager. By implementing digital marketing platform decrease the risk threat avoidance deals
with removing any publicity to the threat that poses a capability loss, whilst threat reduction
deals with lowering the probability and severity of a possible loss.
11.2 Implementation of innovation and intrapreneurship approaches to Singer

PLC
The practical execution of ideas that result in the introduction of new goods or services, or an
improvement in the delivery of goods or services, is known as innovation (Merriam, 2012).
Singer Solid Furniture, Singer Modular Furniture, Singer Agro and Domestic Water Pumps, as
well as Regnis Lanka's refrigerator and washing machine manufacturing subsidiaries, have all
deployed the IFS solution. Singer Manufacturing Factories will be able to unify business
operations and provide complete insight in real time to its head office thanks to IFS. Staff will be
able to work efficiently regardless of location thanks to the browser-based IFS Aurena user

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experience, which will boost user productivity and performance. Manufacturing, supply chain
management, demand planning, inventory management, distribution and route planning, after-
sales service management, financials, and human capital management (HCM) and payroll will all
be supported by IFS (Daily news, 2019).
Singer Sri Lanka PLC, the country's leading consumer durables retailer, recently unveiled an all-
new Sony entertainment product portfolio, including 4K UHD Android Televisions, new Sony
Audio systems, Active Noise Cancellation Powered Headphones, and a range of Sony Sound
Bars, in a groundbreaking virtual launch. The event was the first of its kind organized by Singer
and featured a large audience. It was streamed live on several platforms, including Singer's,
Sony's, Chanux Bro's, and many other community and celebrity pages, allowing the general
public to learn about the new products while also being entertained.
Figure 43: Innovations at Singer

Source: Daily news
SINGER recently unveiled a new website, www.singer.lk, to provide a better user experience for
its customers. This demonstrates SINGER's dedication to providing a smooth and convenient
experience for its customers. SINGER maintains its brand promise while expanding its presence
in the world of E-commerce. The new platform features a responsive design that adapts to any
device. It gives users a faster and more pleasant browsing experience, which is critical while
exploring the digital world. Users may simply place an online order while navigating through
their favorite products thanks to the website's streamlined, quick, and agile shopping mechanism.
The new website is built to assist each consumer by providing a personalized online experience
that includes product browsing, product purchasing, order placement, a simple checkout process,

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and secure payment methods. The website is hosted in a cloud providing a fast, flexible user
experience and its traffic will be easily manageable due to its high scalability options.
11.3 Environment protection approaches of Singer PLC
Interventions made throughout the 2018/2019 fiscal year to lower the environmental footprint of
the main business and/or those of the organization's customers/clients. Energy efficiency,
renewable energy, water and resource use, rainwater harvesting, recycling/reuse of liquid and
solid waste, reduction of discharges/emissions to the environment, use of less toxic chemicals;
and initiatives to address environmental concerns in the production, storage, transportation, and
disposal of waste are just some of the topics covered. Please include both quantitative and
qualitative data to highlight your accomplishments.
Going green with Refrigeration: Singer's sibling firm, Regnis (Lanka) PLC, produces the
Singer GEO and SISIL ECO, two of the most energy-efficient freezers on the market. Singer's
refrigerators demonstrate how products can be improved to reach our future sustainability goals
by replacing toxic CFC refrigerants with 100 percent ecologically friendly R600a gas technology
for the first time. Singer has promised to helping decrease the damage to the ozone layer caused
by dangerous CFC gases by adding R600a gases to our freezers two and a half decades ahead of
the required period.
Eco friendly factories: Waste management and energy and resource conservation are
implemented in Singer plants in Piliyandala and Ratmalana. Singer adheres to international
safety requirements for the storage and transportation of hazardous products, storing chemicals
in secure warehouses with limited access and carrying sensitive materials in specialized vehicles.
For constructing refrigerator cabinets, Singer eliminated the environmentally harmful powder
coating painting procedure and replaced it with pre-painted sheets. This has helped to reduce the
carbon footprint of the companies by eliminating odors, heat, smoke, and wastewater dumped
into the environment. This action has also saved 12,000 gallons of diesel and 6,000 kilograms of
powder per month (CSR report, 2019).
Developing and Promoting Energy-Efficient Inverter Technology: Hitachi Inverter

refrigerators were created by Singer to meet the needs of middle-income consumers, with the
goal of offering environmentally safer refrigeration at an accessible price. It's worth noting that

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all Samsung, BEKO, and Hitachi refrigerators use inverter technology, and we use these
products to meet our environmental goals while also giving green technology to our customers.
Figure 44: Environment Protection approaches

Source: CSR report
Conclusion
The connection between strategic management and leadership was explained through this
section. The project also looks at the relationship, differences, similarities and the current and
future status of the chosen company between the two managers and makes them easier to
understand. Leadership in this sense is the philosophy of doing things by influence.
Management is seen as the science of getting things done by employees and a trick of managing
a company or an individual. Leaders are born. Leadership traits are in their genes. Whereas the
game of statistics ensures that anyone can become a good leader by following certain skills and
techniques and applying them in their daily life. It is also possible to conclude that there is a
different style of leadership and management in each situation through this action plan. And
good leaders are able to use these tasks in a balanced way to fulfill their vision. There are
various ways to improve leadership skills for future needs. There should be a plan to develop
these skills. This plan should set all of the current and future requirements for leadership and
contribute to the overall progress of the organization. Everyone should try to become a leader.
Must have a vision. It gives direction and purpose to a company and an individual life. The
program also sets a precedent for selecting the appropriate leadership model for an organization,
to carry out the appropriate leadership activities for each need, such as situations, situations and

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issues. It can also be concluded that by developing present and future leadership planning one
can establish a better place in the company’s leadership development.
References
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Management and Leadership?. [Online]
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[Accessed 08 05 2021].
Bourne, L and Walker, D.H.T. (2006) Using a Visualizing Tool To Study Stakeholder Influence
Two Australian Examples. The Project Management Journal 37 (1). pp.5-21. Stakeholder
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Brainy Quote (2014) Leadership Quotes [online].[Accessed 26 October 2014].Available
at :http://www.brainyquote.com/quotes/topics/topic_leadership.html
Brisson-Banks, C.V. (2010) Managing Change and Transitions: a comparison of different
models and their commonalities. Journal of Library Management 31(5/5). pp. 241-252. Emerald
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Bryson, M.J. (2004) What to do when Stakeholders Matter: Stakeholder Identification and
Analysis Techniques. Public Management Review 6(1). pp. 21-53. Routledge Tayler and Francis
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Burke, W.W. and Liwin, G.H. (1992) A Casual Model of Organizational Performance and
Change. Journal of Management. 18(3). pp.523-545
Burkus, D. (2011) Brief History of Change: ADKAR. LDRLB Podcast [online].[Accessed 26
October 2014]. Available at : http://ldrlb.co/2011/08/brief-history-of-change-adkar/
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leadership/
[Accessed 08 06 2021].
Cabrey,T.S. and Haughey, A. (2014) Enabling Organizational Change Through Strategic
Initiatives. PMI’s Pulse of the Profession In-Depth Report. Project Management Institute
Chapman,A. (2013) Elizabeth Kubler Roos five stages of grief [online].
http://www.businessballs.com/elisabeth_kubler_ross_five_stages_of_grief.htm#elisabeth_kubler
-ross_five_stages_of_grief
Connelly, M. (2014) The Kurt Lewin Change Management Model [online]. Available at:
http://www.change-management-coach.com/kurt_lewin.html
Connelly, M. (2014) ADKAR : Simple, Powerful, Action Oriented Model for change
[online].Available at http://www.change-management-coach.com/adkar.html
Charles W. L. Hill (Author), M. A. S. ,. G. R. J., 1996-2021. Strategic Management: Theory: An
Integrated Approach, s.l.: Amazon.com, Inc. or its affiliates.
Diasz, L. (2013) Strategic Marketing – Marketing Strategies for Sri Lankan Business Entities.
Lewie Diasz Publication
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[Accessed 2021].
Hanafizadeh, P. and Ravasan, A.Z. (2011) A McKinsey 7S Model Based Framework for ERP
Readiness Assessment. International Journal of Enterprise Information Systems 7(4) pp.23-63
Hiatt, J.M. (2006) ADKAR: a model for change in business, government and our community 1st
ed. USA, Prosci Learning Center Publication
Hiatt, J.M. (2006) Essence of ADKAR: a model for individual change management1st ed. USA,
Prosci Learning Center Publication
Jennings,B., Gemmill, C., Bohman,B. and Lamb. (n.d.) Kubler-Ross and Other Approaches
[online] – A Course Presentation of University of Kentucky, Department of Philosophy.
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Logan, M. S., 2000. Using agency theory to design successful outsourcing relationships.
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Little, J. (2014) The Kubler Ross Change Curve [online].Available at

http://www.happymelly.com/navigating-organizational-change-a-model
McLeod, S. A. (2017, October 24). Kolb - learning styles. Simply Psychology.
Management study guide, 2021. Strategic Leadership - Definition and Qualities of a Strategic
Leader. [Online]
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management.htm
[Accessed 09 06 2021].
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[online]. Available at: http://www.change-management-consultant.com/john-kotter.html
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Rahim, 2015. Managing conflict in organizations. s.l.:Transaction Publishers.
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[Accessed 07 05 2021].

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Section B
Professional Development Plan

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Table of Contents
12. A brief overview of the organization which you are currently working at with a detailed
interpretation of the current job role.
12.1 About company
12.2 Detailed interpretation for the current job role of marketing executive
13. A critical discussion on the qualities and traits of effective strategic leaders and
managers at singer. (D1)
13.1 Qualities and traits for effective strategic leadership
13.1.1 Accountability
13.1.2 Disciplined
13.1.3 Motivated
13.1.4 Effective Communication
14. A critical assessment on own qualities, traits, skills, and behaviors related to strategic
leadership and management. (D2)
14.1 Assessment of Personal SWOT on own qualities, traits, skills, and behaviors related to
strategic leadership and management
14.2 Assessment of 360degree feedback on own qualities, traits, skills, and behaviors related
to strategic leadership and management
14.3 Assessment of Myers-Briggs Type Indicator on own qualities, traits, skills, and behaviors
related to strategic leadership and management
15. Develop justified recommendations for developing own strategic leadership and
management skills and behaviors (D.3)
15.1 Developing a strategy for the next job role of Senior Marketing Executive
15.2 Continuing Professional Development plan

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15.3 Logically supported recommendations for developing own strategic leadership and
management skills and behaviors
References
List of Figures
Figure 45: Customer complains handling

Figure 46: Customer satisfaction maintained by Singer PLC
Figure 47: Weekly training for motivation
Figure 48: Providing adequate labeling information’s for customers
Figure 49: Performance appraisal documents
Figure 50: 360-degree feedback as marketing executive
Figure 51: Myers-Briggs Type
List of Tables
Table 3: Job description for a marketing executive

Table 4: SWOT analysis
Table 5: Job role of Senior Marketing executive
Table 6: Professional development plan
Table 7: Activity task

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12. A brief overview of the organization which you are currently

working at with a detailed interpretation of the current job role.
12.1 About company
Singer has been in Sri Lanka considering 1877, whilst the primary Singer sewing machines went
on sale at a Colombo store. Nowadays, Singer (Sri Lanka) is a massive, different corporation
with unequalled presence across Sri Lanka. (Singer (Sri Lanka) PLC, 2020)
Starting with the sewing machine, Singer's product portfolio has diverse to embody an especially
a hit multi-brand approach combining merchandise of top international marques with the
enterprise's own merchandise throughout a variety of household, business and monetary classes.
The Singer team of 2,926 employees is the driving force behind the Group’s success (Annual
Report, 2020) facilitating customer experience and driving strategic aspirations. Singer
committed to consistently enhancing employee value proposition and have formulated an 8-pillar
HR strategy to drive o people’s aspirations. Singer currently developing a world-class talent
management system, comprising a range of globally accepted people development tools and
practices. The Group also implemented a learning management system, effectively deploying
technology to drive more accessible and convenient learning solutions across all employee
categories. The Singer Sri Lanka Group recorded revenue of Rs. 54.7 billion for the year 2019/20
compared to Rs. 58.5 billion in prior year 2018/19 whilst revenue of the Company was Rs. 44.1
billion vs Rs. 43.6 billion in prior year. The Home Appliances segment made a commendable

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contribution to the Group revenue with Rs. 17.7 billion which is a 32% contribution to the total
revenue while second largest segment (Singer Sri Lanka, 2020).
12.2 Detailed interpretation for the current job role of marketing executive
The marketing division of Singer Sri Lanka PLC main Kandy branch has 10 Marketing
executives. Researcher joined as a Sales representative for Singer PLC date of 02.10.2014
Kegalle branch and based on the experiences and the performance researcher promoted as a
Marketing executive for Kandy main branch. There are 50 sales representatives working under
Marketing executive in Singer PLC Kandy.
Responsibility Description
Expand region digital advertising and The role will typically also involve a great deal of digital
marketing campaigns to sell and online marketing work, as a marketing executive
merchandise and services
typically operate a website and social media accounts. As
such, executives may need to look at analytics and come
up with appropriate courses of action, produce written
and multimedia content and manage pay-per-click (PPC)
and programmatic advertising. Must having a familiarity
with and knowledge of digital and online marketing
methods
Collaborating with the head office based Analyze strategy and carry out tasks such as content
in Colombo production and working with brand agencies to localize
content aligned with brand guidelines that are set by the
head office in Colombo. And communicating as per the
requirement via email and phone calls
Work with other team members to create Negotiate the contracts for the various forms of advertising
both simple and complex advertising after forming a marketing budget. Work with team
campaigns and responsible for the team members to determine the best and most creative ways to
performance in Kandy advertise the company’s products or services
Conducting weekly sales meeting for Responsible to analyze the performance of team

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the team members members each week and provides solutions for any
queries from a team member.
Generating reports to present for Head Responsible to generate sales report as per the
office and the marketing manager requirement from the head office
Evaluating the KPI’s of team members For each year evaluating the key performance indicators
of the team members and informing HR department and
immediate marketing manager for the requirements of
trainings and promotions of the team
Table 3: Job description for a marketing executive
13. A critical discussion on the qualities and traits of effective

strategic leaders and managers at singer. (D1)
Strategic management also can be described as utilizing methods within side the control of
workforce. It is the ability to steer organizational participants and to execute organizational
change. Strategic leaders create organizational structure, allocate resources, and explicit the
strategic imaginative and prescient. Strategic leader’s paintings in ambiguous surroundings on
very hard problems that affect and are stimulated with the aid of using events and companies
outside to their very own.
13.1 Qualities and traits for effective strategic leadership
The essential goal of strategic management is strategic productivity. Another purpose of strategic
management is to expand surroundings wherein personnel forecast the enterprise’s wishes within
side the context of their very own job. Strategic leaders inspire the personnel in an enterprise to
comply with their very own thoughts. Strategic leaders make extra use of praise and incentive
structures for encouraging effective and best personnel to expose plenty higher overall
performance for his or her company. Functional strategic management is ready inventiveness,
perception, and making plans to help a character in understanding his goals and desires.
13.1.1 Accountability
Accountability happens when persons dependably carry on their promises, presenting others they
can be trustworthy to do anything they say they’ll do. Leaders additional establish accountability

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by enchanting concern for the results of their activities and conclusions and effectively
transforming strength into results. Accountable plays a great value in Singer PLC. As a team
member of the company should become a more accountable leader. Because without
accountability, even the most bright, hard-working, well-meant leaders flop, they fail to
encounter their show goals, they fail to progress their squads, they flop to hire top aptitude, they
fail to tutor their workers
As marketers admitting our own mistakes is a must and considering about the organization
values it clearly mentioned in the Singer PLC. Apologizing and creating a plan to fix the
problem is a good quality of an accountable leader and Singer leadership always encouraged
team members to accept the mistake even though it’s not the mistake from employee side, reason
behind this about the customer satisfaction provides by Singer PLC.
Figure 45: Customer complains handling
13.1.2 Disciplined
Many fails to recognize is that what controls that will become an unexpected leader is the
discipline to run-through, to everlastingly learn and progress, and to deliver a sound example to
others in the organization. Leader without a discipline can work only a short period of time in
retail industry hence employees directly involved with the customers in retail industry. By
including discipline to the organization as well as the members will decrease the stress and
anxiety and it will improve the stability and the health of the Organization.

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Singer PLC as a well-disciplined organization among the retail industry are following
Organizational disciplines to keep the company’s health in a positive manner. Singer always
develop a 10-year aspiration based on the disciplined employees has maintained with the
customers. Singer always work according to a strategy with a value and it creates uniqueness
among the marketplace. Disciplined leaders always identify and communicate a small set of
objectives for the year and for quarter. Singer is always employee centric organization by getting
rid of annual review process and implement a quarterly employee development plan and
disciplined maintained by the employees are reviewed in the KPI’s.
Figure 46: Customer satisfaction maintained by Singer PLC
Source: Singer PLC Facebook page
13.1.3 Motivated
Motivate leaders are driven to achieve beyond expectations even their own and everyone else.
It’s not all about authority and currency for these leaders. Strategic leaders should be honestly
participated in the success of their team and organization.
In Singer motivated leaders in the company drive the company to a big success with the help of
subordinators. Managers of the branches always inspire others when he is the one who lead the
team, and he is the person his employees look up to when they are need of a bit of
encouragement. Manager always encourages employees by highlighting us to the top
management and also inspires by appreciating strengths. And leader always recognize the
success of others and should give them good ratings and also promotions. Branch manager

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always communicate wisely with the staff without hurting them or without pressurizing them.
And always share the vision among the employees by holding meetings, and different activities.
“Work hard Play hard” culture with the team by participating in wellness activities lead their
employees to be motivated toward their works since the physical and mental health is
compromised. Without branch managers motivation at Singer branches team’s overall
performance will start to decrease. By adapting to qualities of motivated leaders we will have the
strong foundation that need to lead ourselves as well as the entire team
Figure 47: Weekly training for motivation

Source: Singer PLC Kandy
13.1.4 Effective Communication
Communication is a crucial characteristic that entails more than just transmitting data.
Understanding the emotion and intentions underlying the information, as well as acquiring the
complete meaning of the information, are all part of this process (Shuan et al, 2020). Active and
engaged listening entails focusing fully on the speaker, avoiding interruptions, demonstrating

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interest in what is being shared, attempting to set aside judgments, and providing comments.
Paying attention to nonverbal communication improves the effectiveness of communication.
Bodily language, facial expressions, body motions and gestures, eye contact, tone, and voice are
all examples. In Singer all managers dedicated to achieve sustainability approaching clearly
articulates the approach to triple bottom line value creation, providing guidance on the
sustainability philosophy, goals, and strategy. Cantered on the 3 pillars of economic, social, and
environmental responsibility, the Policy is actioner by all functions and business lines,
demonstrating the commitment to embed sustainability across all decisions and operations. ATL
mediums used for our communications are television, print media, radio, billboards and social
media. BTL mediums such as own-storming, leaflets, door-to-door, travelling shops, sms and e-
advertising help us reach a diverse array of customers effectively
Figure 48: Providing adequate labeling information’s for customers

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14. A critical assessment on own qualities, traits, skills, and

behaviors related to strategic leadership and management. (D2)
Self-evaluation is the most effective method of assessing individual progress as well as the
development in the career. It can help to see how we have gained knowledge and skills in the
respective workplace. It is a way of document accomplishment for our employer and the
company (Akram et. al, 2006). Singer performs many practical performance appraisal methods
for the development of the career.
Employee Performance Appraisal: The employee performance assessment procedure is

important for organizations to increase employee efficiency and advance their results. Performance
evaluations are a yearly procedure where a member’s presentation and efficiency are appraised
against a prearranged set of goals.
Process of Performance Evaluation at Singer: At the beginning of the year employees getting
goals from immediate supervisor. Employees have to set each and every goal in HR System PDs
(MIHCM). Goals are composed of four main categories.
Mid-year review: It helps to obtain a clear indication of current performance standards against the
set targets. It also promotes communication and provides useful feedback. By reviewing the goals
manager can addresses any shortcoming and will prepare us for the next half year to achieve goals.
Especially it ensures that memories are fresher for both the worker and the supervisor, which can
result in more accurate assessment of employee performance

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Figure 49: Performance appraisal documents

14.1 Assessment of Personal SWOT on own qualities, traits, skills, and
behaviors related to strategic leadership and management
Performance evaluation, it is an official review of an individual employee’s job performance in a

precise time of period. It measures with efficiency, productivity, and progress towards individual
goals. By doing a SWOT analysis it analyses strengths, weaknesses, opportunities, and threats of
the respective job role(“SWOT Analysis for an Employee,” 2020)
1.Strengths 2.Weekness
Creative and often impress clients with a new Strong need to do things quickly and remove
perspective. them from my work to do list, and sometimes
communicate well with clients and team as can its effects on the quality of work.
speak and understand three languages in the Issues leads me to stress easily because of
branch (Sinhala, English and Tamil). more pending works.
Ability to ask key questions to find the right Get nervous when presenting ideas to clients as
marketing angle in delivering products. well as seniors in the branch.
Completely committed to the success of clients Lack of work life balance
as well as the organization Lack attention for some risky work
Excellent planning execution skills
Negotiation skills are excellent level
Increased level of innovativeness
Public speaking skills when presenting business

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ideas to the clients as well as peers in meetings.

Experience in the same marketing field
3.Opportunities 4.Threats
Attending a major marketing training next Due to staff shortages on this roster basis work
month. This will help to grab more clients to the schedule due to Covid-19, often overworked
organization by delivering good marketing and this negativity impacts on my creativity
skills. and marketing strength.
And mean time one of staff member who is Due to the current pandemic situation many
responsible on systems and administration will firms have laid off staff members, and Singer
go on maternity leave soon and covering her also considering further cutbacks.
duties while she is away would be a great career Not qualified in possessing a degree but my
development opportunity for me. peers do and it is a threat for the same
Completing Strategic management diploma will promotion
open more jobs in Sri Lanka and internationally Cultural issues also affect toward my career
growth
Table 4: SWOT analysis
An individual's strengths are interior positive features that can touch and regulate. Strengths
can be connected to schooling, information, involvement or whatever else that welfares the
individual's work aptitudes. Assessing specific and cluster presentation can also benefit
guarantee that pay raises and other motivations are disseminated justifiably to high players,
and the main strength researcher may have been currently on ability to speak in three
languages which easily communicate with the team and the clients. As well as the public
speaking skill which researcher may have huge strength for the marketing industry and this
improved due to the participation on toastmaster program (Appendix 1)
A weakness is the reverse of strength. It is an interior bad feature that is below the controller of
the single. Like strengths, weaknesses can be connected to learning, information and
involvements that the single has. Any part that can possibly deliver a strong point can also
deliver a weakness. Main weakness researcher may face on quickly getting stressed out from
the work. Organization providing trainings to eliminate this weakness for the employees.

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Opportunities are confident outside circumstances that the single does not switch, but that can
take benefit of. Pay exceptional consideration to the individual's assets when seeing chances
for him. For instance, if the individual has great management skills, you might deliberate
management occasions for him in your industry. Level 07 post graduate diploma creates huge
opportunity to grow career path as researcher was new to the academic. Threats are bad outside
features that the individual does not switch but that can disturb destructively. These might
comprise variations to your industry generally or to the person's job tasks. Deliberate possible
extortions in light of the individual's flaws, employee cutoff due to the Covid pandemic
situation creates less job security among employees and this is the recent issue face by most of
the employees in Sri Lanka.
14.2 Assessment of 360degree feedback on own qualities, traits, skills, and

behaviors related to strategic leadership and management
Having a look at the 360-degree feedback which I obtained from Line manager, colleagues and
based on the customer base was able get a broad idea about what should be improves, start doing
and continue doing. And also, the discussion was open and agreed with all the honest comments
that that received from them. From that researcher concern more on what should be not continue.
Practically this is very important to develop career to next position.

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Figure 50: 360-degree feedback as marketing executive

The results of 360-degree feedback can be linked to a person's own SWOT analysis. The writer's
self-evaluation, which includes a personal SWOT analysis and 360-degree input from coworkers,
contains applicable topics. If the writer compares the two analyses, researcher will see that the
rest of the employees have recognized her abilities to learn from mistakes and take on new duties
at work. They also demonstrated that the writer should focus on her abilities while minimizing
her weaknesses.
14.3 Assessment of Myers-Briggs Type Indicator on own qualities, traits,

skills, and behaviors related to strategic leadership and management
The Myers-Briggs Personality Type Indicator is a self-assessment tool that helps people figure
out their personality type, strengths, and preferences. Isabel Myers and her mother Katherine
Briggs created the test based on their research into Carl Jung's personality types hypothesis. The
MBTI personality test is now one of the most extensively utilized psychological tests in the
world (Juan, 2018). People are classified into one of 16 personality types based on their
responses to the inventory's questions. The MBTI's purpose is to help people better understand
and explore their own personalities, including their likes, dislikes, strengths, weaknesses,
potential job choices, and compatibility with others. There is no such thing as a "best" or "better"
personality type. It's not a tool for detecting dysfunction or abnormalities. Its sole purpose is to
assist learning more about yourself. There are four separate scales in the questionnaire. Sensing,
perception, judging, feeling thinking, and introversion, extraversion. Therefore, altogether there
are 16 combinations or personality types and are referred to by abbreviation of four letters

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Figure 51: Myers-Briggs Type

Source: Myers-Briggs Type online
Based on the result of the personality ESFJ-T who have been reared with high values and
standards are more likely to become generous adults. Those who were raised in a less enriched
environment, on the other hand, are more likely to have warped ethics as adults and to be
manipulative and self-centered. ESFJs are likewise driven by a need to assert control over their
surroundings. People with this personality type benefit from organizing, planning, and
scheduling in order to feel in control of their surroundings. ESFJs are born with an innate desire
to comprehend others. They pay close attention to others and are skilled at encouraging and
bringing out the best in others. People are drawn to ESFJs because they are so skilled at making
others feel good about themselves.

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15. Develop justified recommendations for developing own strategic

leadership and management skills and behaviors (D.3)
Personal development planning is the process of developing an action plan for personal growth
in the context of a job, education, relationship, or for self-improvement based on awareness,
values, reflection, goal-setting, and planning (Kennen, 2016). A clear vision of where you want
to be and why, a good understanding of the skills you need to develop to achieve your vision, a
clear idea of the standard you need to achieve and how different it is from your current standard,
a level of priority for each area, and a detailed idea of how to get from where you are now for
each skill or area to whet your appetite.
Considering about the researches expectation on achieving the next position which is available
from Marketing executive to Senior marketing executive researcher has to achieve and improve
the identified gaps in the personal expectation and move with the professional career path. When
creating his vision for the professional development plan, the writer has used SMART thinking.
He emphasized and linked all of the facts, information, and beliefs he had in mind when he was
thinking about finding. On his development plan, he acquired a wise decision-making habit. He
has been in the same employment for more than 4 years and wants to advance to the next level.
He used her skills to establish strategic plans to meet the objective of the development plan, and
she sought guidance from more experienced people in the area to learn about promotions.

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15.1 Developing a strategy for the next job role of Senior Marketing Executive
Researcher is moving forward for the promotion from Marketing executive to Senior marketing
executive hence he worked for same position for 05 years. When he applying for the promotion
the job task and responsibilities are increasing based on the below table.
Perform the following duties to ensure smooth order management functions.

Working and managing the critical path drop dates in order to have a smooth
production flow.
Additional duties commensurate with the current role as and when requested by
management.
Effective involvement in problem elimination
Develop and maintain the customer relationship acting proactively in identifying customer
specific requirement and executing them in an effective manner in order to provide
outstanding service to the customer.
Coordinating the execution of orders effectively and on a time basis and achieving the relevant
predefined delivery targets.
Managing relevant T&As and bearing responsibility for 100% custom coordination, recording
and distributing weekly updates and coordinating with the planning team to achieve the
committed delivery deadlines.
Maintaining up-to-date status reports on all orders and driving 100% OTD.
Understanding and becoming an expert in related processes and systems.
Managing the entire process from development and nodded confirmation to delivery being a
single point owner offer customer account.
Participate in weekly critical internal meetings and provide information on the progress.
Managing the Factories, Customers and 3rd Part teams with achieving the targets
Managing and delegate the team members to achieve customer needs
Table 5: Job role of Senior Marketing executive
15.2 Continuing Professional Development plan
The reason for a Continuing Professional Development Plan is to pick out and report the getting
to know and improvement plan to adopt to be powerful in a profession. This will be to enhance

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and enlarge overall performance for your cutting-edge function or to permit to move into a new
position. Preferably, the CPD plan ought to be finished because the final results of considerations
at some point of an assessment or the subsequent finishing touch of a Training Needs
Examination. It also can be used as a private plan while you are searching for an occupation or to
change our career.
Organization Singer PLC
Title / Position Marketing Executive
Enlarge the leadership skills, enlarge the proficiency, enlarge the efficiency, and
Development Objective
as a result, can promote as a “SENIOR MARKETING EXECUTIVE”.
Learning
Development objective Development activities Cost Time Frame
style
Gain the knowledge reading Theoretical

N/A 3 days
To improve the by business articles
Capability to create Join an academic development
opinions that impact in title of "Effective
confidently the Leadership" that be Auditory N/A 2 weeks
organization determined by mostly on the
practical trainings
Join a local progression in
Initiatives exercise center
titled in "strategic Auditory N/A 5 days
To deliver the wanted Management for
skills to put structural organizations"
plans and pathway Work with his / her team in
determinate results. making for future board
conference with a innovative Activist N/A 8 weeks
strategic plan for the coming
segment

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To increase the
capability of the
To read the book and business
Marketing executive to Theoretical N/A 6 days
related magazines
boost and inspire
others
Will set up assembly to brain
To increase the
storm with team, play roles,
Capacity to
do practical exercises, change Auditory
significances action N/A 6 weeks
involvements and illuminate
plans.
concerning significances and
tasks company is facing
Table 6: Professional development plan
Personal / Professional Vision Statement
PROFESSIONAL DEVELOPMENT PLAN
DEVELOPMENT ACTIONS RESULTS / OUTCOME INVOLVEMENT OF OTHERS / TOOLS COMPLETION
Educational
Academic Qualifications completed priminalary certificate in marketing 1/Feb/2019

Get professionally qualified completed primary certificate in digital marketing 7/Jul/2019
completed Chartered Institute of Management Accountants 1st stage 15/Feb/2020
completing BTEC L7 2/Sep/2021
Competencies (Knowledge, Skills & Attitude)

Be a well recognized professional Be a Marketing Manager at the branch by 2021 1/Sep/2021
Participate at workshop & trainings Having conversation with Management Board
Relationship building & Networking

Professional Memberships Srilanka institute of maraketing
Chartered Institute of Management AccountantsRecommendation letter from Head of the Management Board
KSSA srilanka
Completed Activities
Progessing
Not Implemented
Table 7: Activity task
15.3 Logically supported recommendations for developing own strategic

leadership and management skills and behaviors
In order to apply for the next promotion, the writer has identified the areas in which she has to
improve. He also had to make logically supported recommendations for the necessary
advancements in the professional career path. The following information would develop the
writer's suggestions based on her self-assessments by offering supporting evidence and
identifying activities performed to achieve the writer's goal of a personal development plan.

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When it comes to making rational recommendations, logic is crucial. The ability to think
rationally in order to generate fair judgments and support a position by recognizing, analyzing,
and evaluating arguments is known as reasoning.
Based on the SWOT analysis researcher has done he is lacking with the patience. A person who
is working for marketing department nearly needs to move with many customers at a same time.
This kind of situation being patient is important to an employee. Researcher need to improve his
patience while new job has more responsibilities and more communication with external and
internal parties. Researcher get nervous while presenting business ideas to customers and their
immediate supervisors. As a marketer presenting is the key factor to attract team members and
the customers. However, researcher must improve his ability on presenting as he already a
member of Toast master program.
15.3.1 Recommendations to improve communication skills
When the employee promoted as a senior marketing executive job responsibility, he has to
follow increase twice by the current job role. As senior marketing executives and marketing
executives they have to work in the counter as well to provide guidance for the employees under
them. Ability to use three languages creates main opportunity for researcher. However, based on
the outcome of SWOT analysis researcher struggling with expressing the new ideas which
generates threat to sustain in the organization. Main recommendation which can be provides for
the researcher in order to improve the communication skills which he can be join with the
Toastmaster program of Singer PLC which is provides from the organization in order to improve
the public speaking skills. As well as Singer PLC provides workshops for marketing officers for
each year in order to improve the communication and presenting skills. They highly focus on
Mastering nonverbal cues and nonverbal signals can help prevent miscommunication and
signal interest to those around employees. Pay attention to employee’s facial expressions and
body language when speaking with someone in a professional setting. Researcher can attend
for these training program in order to improve his communication skills.
15.3.2 Recommendations to improve work life balance

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Due to the heavy world load researcher facing with the issue of work life balance. Hence once he
got promoted the work load will increase with larger portion and researcher has to however
balance the work life. Employee should use ABC method to categorized most important to least
important works that he has to follow within a week. Employee can maintain a chart for every
week as well as he can practice this among the employees who works under him. Researcher can
categories most important weekly task in section A, moderate tasks in section B and least
important task in section C. While implementing the model employee must complete the section
A tasks surely before moving with the section B and C tasks. Applying this kind of methods
makes easy the life style and helps employee to balance work and their personal life. As well as
applying 5’s concept for employees’ life and also for the organization creates calmness within
organization premises to help managing stress of the employees. According to the SWOT
analysis once the work has been overloaded employee get easily stressed out. Using concepts
like 5’s creates the working environment clearer to its workers and moreover, the writer should
have a proper discussion with senior management to share knowledge. Singer PLC senior
management includes, well-experience, well-recognized, and highly qualified set of
professionals. The writer has that opportunity of gaining knowledge by talking with them,
questioning, and asking for more information in order to enhance the technical competency will
improve the weakness of less attention on risky works which eliminate the risk-taking skill of the
researcher to eliminate the stress.
15.3.3 Recommendations to improve leadership skills
To face the upcoming promotional election, employee need to be eligible in possessing effective
leadership skills when reviewed the methods of assessment. Employee have to attend more
online seminars, conferences and Chair and lead meetings within the school to achieve this skill.
Among the team members, employee can also present the goals and objectives through strong
communication skills which will develop further Leadership, Presentation, Communication and
Public speaking skill.
Indeed, it can be noted that this would also have a beneficial impact on organizational operations
when considering the advancement of conflict management. In creating a strategy for conflict
prevention will mean that conflicts within the School would be minimized, resulting in a

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situation where the efficiency of the section that would be given to me, would be increased
substantially.
Self-Reflection learning: This is an individual's inner motivation and drive that surely acts upon
when capable of seeing few positive things happen in the environment. Researcher has been able
to self-reflect and work on the fields I need to develop. In all fields, self-reflection leads to more
and stronger learning as we tend to benefit and consume from our own reflection (Burden, 1980).
Moreover, Researcher believe that learning or educating does not have an end. Improving
qualifications academically or professionally also helps an individual to get more opportunities
in perceiving many benefits within the work place and in life. That has been the push factor
behind me perceiving the Level 7 PGD as well.
Learning by Grouping a Network: These groups offer enormous opportunities for cultivating
industry contacts, keeping updated about available facts and enhancing social and
communication skills. It is enlightening and inspiring for job-related conversation with people
who are in similar occupations. By attending seminars, conferences, workshops and other events,
researcher get this opportunity to interact with many employees and other superiors who had
been very much influential in deriving lessons and inspiring. Networking groups still remain a
respectable place to find a reference, get concepts from peers, and generally share knowledge.
On the Job Learning: As a Marketer in order to generate strategic insights into the growth of
the Schools future, it is obvious that it is important for me to improve my conceptual skills. This
will help me improve my skills as a leader to gain strategic insights into the business
(Cassidy,2004).
In addition, by creating a personal development plan and auditing skills, my perceptions and
understanding of the areas that need to be strengthened have been established. This learning will
therefore help me to further improve my skills and contribute effectively to achieving the
company's strategic objectives.
In addition, learner has recognized the value of delegation for the advancement of the future of
the organization as a result of the personal development plan. The degree of motivation among
the subordinates can be increased by the development of the delegation. Similarly, within the

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premises this has also raised the level of career planning. Therefore, this learning style has
helped to contribute effectively to the development of personal goals while at the same time
achieving organizational objectives.
Personal Development plan: When a person creates a development plan for oneself, he even
lays together the different priorities and objectives. Such priorities and objectives divide and split
the target into simple short-term goals that could then be easily accomplished. Learning against
goals and targets is encouraged. This sort of learning method helps to accomplish the
development plan and to focus on the areas to be developed and focused upon (Baird, 1990).

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Conclusion
This report is created in order to assess personal and professional growth plans. It is obvious in
evaluating the current situation that studying for my postgraduate qualification. In addition,
learner works as Marketing executive at Singer PLC Kandy branch trying to attain the next
promotional position as a Senior marketing executive. In analyzing and evaluating skills and
abilities, both personal and professional, it has become evident that need to consider certain areas
which learner weak or lack that hinders personal and professional life. Learner therefore have to
further look into improving my skills and abilities for the betterment of the organization.
However, Learner known as a multimodal learner in considering the present situation and would
prefer to learn by his self while seeking it externally. In addition, understood the value of Time
management, prioritizing work and dealing with delegation with relation in enhancing the future
of the organization as a result of the personal development plan. Indeed, the level of motivation
within myself has increased with the growth plans and strategies. Similarly, inside the
organization, this has also increased the level of career planning. This might also indicate that
professional development is important for the individual's development as well as organizational
growth.

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Appendix
Appendix 01:
Appendix 02:

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Appendix 03: Target achievements
Appendix 04:

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Appendix 05: Employee profile details

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Appendix 06: Evaluating sheets

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ASSIGNMENT BRIEF

BTEC Level 7 Diploma in Strategic Management and Leadership

Qualification Unit number and title

Pearson BTEC Level 7 Professional

Student name Assessor name

Thulasithasan Mohanraj Shehan Ellankoon

Date issued Submitted on

08.05.2021 24.08.2021 24.08.2021

Assignment title Strategic Management and Leadership

Learner signature: Date: 24.08.2021

Unit number and title Unit 1: Strategic Leadership and Management

Pearson BTEC Level 7 Professional Qualifications in

Assessor Shehan Ellankoon

Assignment title Strategic Management and Leadership

Purpose of this assignment

The strategies are to be based on your critical reviewing of the organisation’s

Your report should have following areas addressed:

 A critical examination on contemporary and seminal theories, concepts and

 A critical discussion on the relationship between the organisation and strategic

 An assessment on contemporary contexts and challenges for the strategic

 A critical evaluation on the role of the strategic leaders and managers in

 A critical discussion on performance management as a strategic tool for

 An analyse on the equality and diversity challenges presented to strategic

 An evaluation on the impact of morals, ethics, and organisational culture on

 A discussion of the relationship between organisational strategy and change.

 A critical evaluation of change as a process and as a concept. (C.2)

 A critical discussion of current and emerging approaches to change

Your report should have following areas addressed:

 A critical discussion on the qualities and traits of effective strategic leaders

 A critical assessment on own qualities, traits, skills, and behaviours related

 Develop justified recommendations for developing own strategic leadership

Learner has provided

Further, learners are expected to research the role

To achieve learning outcome D, learners should

Continuing Professional Development plan of no

• You are required to make use of headings, paragraphs, and subsections as

• Report format - Please provide a referencing list using Harvard referencing

Primary and/or secondary research evidence findings must be appropriately referenced

Assessment Summary - Criteria and Summative Feedback

A Achieved Achieved, the writing offers a clear critical

Critically discuss the relationship

T. Mohanraj Strategic Management and Leadership NG12296

Achieved In order to provide competitive advantages to the

Achieved The analysis successfully conveys the issues of

Analyse the equality and diversity

T. Mohanraj Strategic Management and Leadership NG12296

Discuss the relationship between By using competitive, interactive, business model

Understand the role of strategic leadership and management

in delivering organisational change

leader and manager

T. Mohanraj Strategic Management and Leadership NG12296

and behaviours level are clearly developed.

T. Mohanraj Strategic Management and Leadership NG12296

Feedback: Student to Assessor

Assessor signature Date

T. Mohanraj Strategic Management and Leadership NG12296

Student signature Rajmohan.raj3720@gmail.com Date

Understanding strategic leadership and

Student Name: T.Mohanraj

T. Mohanraj Strategic Management and Leadership NG12296

T. Mohanraj Strategic Management and Leadership NG12296

5.2.2 Role as creating Emotional intelligence........................................................................40

T. Mohanraj Strategic Management and Leadership NG12296