Applied Strategic Management - Case Study Example

Strengths

Alex Sander surely possesses many strengths as a manager. The first of all, as it has been noted in the paper several times, he is able to "make waves" which means that he is able to cause disruption that will later have a positive impact on the product or the organization. One would make no mistake suggesting that this is a rather important and valuable skill since it shows that a manager is able to make a difference. In other words, Sander is not yet another person who was promoted to be a manager but is an individual who needs this position to make a difference. What is even more important is that he can introduce changes that will have a positive long-lasting effect.

The second strength that should be identified is his effectiveness. It has been mentioned in the text that he is responsible for rebranding two national skin care products. In addition to that, he also points out that the level of performance of the employees increases after he influences them. That is why one would make no mistake that Sander should be recognized as an effective manager who is able to achieve visibly as well as measurable success. Indeed, some individuals work hard, but the outcome of their efforts is not impressive because they do not achieve much. On the other hand, Sander being so young has already achieved a lot and it willing to achieve even more.

Finally, one should also point out that the manager in question is able and is striving to make important strategic decisions. Hitt, Ireland and Hoskisson (2006) argue that it is virtually impossible to imagine a good manager without a desire to see things in perspective and make changes that will be important in the long run. In other words, the strength of Sander is that he already can see things in perspective and is not afraid to take the responsibility. Quite the opposite: the text shows that he left his previous job because he could not have been in charge of the project and he wanted more control and more responsibility.

Weaknesses

Nevertheless, there are several weaknesses that must be considered as well. The first and the most obvious one is his managing style. Sanders acknowledges that he is "pushy", "commanding", that h can "steamroll on one's feelings". In spite of the fact that sometimes this may be the right style to choose, it is quite understandable that the industry where he is involved does not require a manager to behave in such a way. Moreover, this approach to people is likely to cause conflicts. For example, there was a situation mentioned in the text which shows that a person was literally trembling when receiving feedback from Sander. It is quite understandable that such treatment is not likely to result in a strong relationship.

Another weakness that can be identified focuses on the temper of the manager in question. What is really important is that Sander himself acknowledges that he gets "ticked off easily". In spite of the fact that he later justified this as a manner of solving problems, one would make no mistake that this is a quality that is not beneficial for a good manager. If one takes a close look at the business environment, one will be able to see that it is significantly different from the social environment in many aspects, one of which is the attitude to emotions. The latter is to be held under control if a person wants to be successful in business and losing one's temper easily is not something that a good manager wants to develop.

Lastly, one should also pay attention to a different aspect of Sander management. It has explicitly stated in the text that in spite of the fact that the employees respect this person, they do not see him as their leader. O'Neill (2011) points out that the relationship between management and leadership is very complex, but it is highly beneficial if a person is able to embrace characteristics that belong to both categories. In other words, it is clear that Sander is a good manager, but he is a poor leader. That is why it is no likely that he will achieve much unless he develops his leadership side.

Communication Style

The case study mentioned that Sanders had a virtual team of 12 members that come from different countries. If one projects his communication and managerial style onto this team, one will be able to see that there are some issues that may arise. For example, the evidence shows that Sander may cross the accepted boundaries in communication and make remarks that seem to be too personal. Thus, when talking to Garrison he exclaimed: “Are you kidding me?”. This kind of phrase will be completely unacceptable in the Japanese business environment. As one can easily see this might be regarded as an example of an issue brought up by cultural differences.

Speaking of other team members, Sander may expect problems while working with his German partners. It is true that during the meeting, the Germans raised some concerns regarding the demands. At the present moment when the tension is not high, they might be persuaded by the arguments made by Sander. However, the Germans are known for their adherence to laws and if they notice that their managers is crossing the line, they are not likely to make scandals: they will simply refuse to work further because they are not obliged to do so. Given the fact that Sander expects people to “go the extra mile”, it is possible that problems with the German will arise if the deadlines are too close.

Finally, one should also point out that the part of the team which is comprised by the French may also develop some issues with Sander's communication style. It was mentioned in the text that Henri, a French employee, had done everything according to the instructions that had been sent by Sanders. However, it is obvious that the more emails are sent, the more detailed instruction the employee will get and the more they will feel that they do not have any room for freedom. The French are known for their love of freedom and creativity. Contrary to that Sanders likes taking control over everything and this may be the point of disagreement.

Reformulation

The major task of Sander as a manager is the reformulation of a cosmetic product that has been sold primarily in the Western Europe so that it can be marketed effectively in the United States. To begin with, one should consider the possible issues that may arise. Thus, it is quite obvious that the governmental regulations that are applied to this kind of products in Europe and in the United States are different. That is why it is essential to make sure that it passes all the tests and can be legally sold. One should not think that if a product is sold in Europe is allowed by the government of the United States to be sold freely. Moreover, since this is a cosmetic product, extra attention should be paid to it. Secondly, one should also consider the issue of pricing. On the one hand, if the price is set higher than those of products manufactured in the United States, then people are not likely to buy it. Of course, the company might engage "country of origin" effect, suggesting that the best cosmetic products are created in Europe. However, this is not going to bring up positive consequences because the consumers are quite price-sensitive. On the other hand, if the price is made reasonably small, the consumers may refrain from buying a product, thinking that it is quite suspicious that a European product is sold at such a low price.

As for the changes that should be introduced, one should point out that it may be beneficial to create several product lines that would address different parts of the population. In other words, it is essential to create product lines that would target not only the majority but also the minorities. The issue of diversity is extremely important in the United States and if a company does not have products that were designed to meet the needs of the minority or does not engage them in the advertising campaign it may be charged with discrimination. This is something that Sander should keep in mind at all times.

Would I work for Sander?

If I were to decide whether I would work for Sander or not, I would agree to work for him. There are several reasons for that. First of all, I believe that if Sander becomes my supervisor I will be able to achieve a lot with him. This can be explained very easily: he will push me to my limit and even further. I think that no other manager will be able to do that so effectively. Moreover, if I become a part of the team that is led by Sanders, I will be able to participate in the most interesting as well as a demanding project since I know that this person is likely to set the bar very high.

Another reason why I would like to work for Sanders is that I will have a wonderful opportunity to improve my skills a lot. As it has been already mentioned, he will push me to my limit and the only way to stay afloat and deal with all the pressure would be to grow as a professional. Moreover, as it has been mentioned in the text, if Sander trusts that a person can deal with the task successfully, he is likely to refrain from pushing and will simply check the project progress from time to time. That is why it is logical that the best way to avoid his aggressive remarks is to comply with all the requirements and show outstanding performance.

Finally, I think that while working with Sander I will be able to learn a lot of ways to calm myself down and develop patience. I accept that at first the relationship with him will be terrible and I will be exposed to a considerable amount of stress. However, I also believe that the continuous exposure to the stress as well as his managerial methods will allow me to develop resilience and will help me in my career since any other manager or supervisor that I will have in the future will not be as demanding as Sander was to me.