To what extent might the Chiltern products division benefit from the introduction of more scientific decision making through, for example, the adoption of the 'marketing model'?

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Shaun Kirby 13G                A2 Level Business Studies

The Takeover

  1. To what extent might the Chiltern products division benefit from the introduction of more scientific decision making through, for example, the adoption of the ‘marketing model’?

Scientific decision-making tries to ensure that all decisions in the business are arrived at in a logical and methodical fashion. Decision-making is a form of problem solving. By introducing this method of decision making into a company and a department such as Chilterns product division can be beneficial to both employees and the organisation because a typical system for decision making on a scientific basis is to set a target, gather relevant data, form a likely idea, test the idea in practical terms, review the outcome and then to revisit the original aim to see what new direction ought to be taken. Chilterns Product division’s introduction of a marketing model is the core of the process by which a message will be given out to people in which Chiltern wants to attract. This should be met at a cost that makes sense to the division. By scientifically looking at the marketing model the company can develop and introduce a marketing strategy that has been tried and tested before hand and because ‘ATCO’ are responsible for marketing both brands the firm would have to distinguish between the two products which both are aimed at very different market segments the company will be more organised and directed in marketing these very different products. This is more beneficial to the company than random decision making for example, although random decision making is a quicker way of devising a marketing strategy it is often based on hunches or previous experience, this can be much more dangerous in a situation which is constantly changing for example if a past issue was successful its relevance today may no longer be successful or valid. The downturn to using this method of random decision-making could result in the company losing revenue through a decision that is not made at a logical or methodical fashion. Decision making is usually based upon quantative or qualitative issues. Using scientific decision making the company can use qualitative data, which involves looking at people’s behaviour, motivations and attitudes. When the company begins to make use of this to form a decision will ‘Chiltern products plc’ become more organised with a planned team approach. A disadvantage with having this organised, planned team approach is that the ‘idea men’ of the firm who give the firm creativity will be lost. The benefits to this are it is a major step forward in encouraging workers to be committed to the firm and to work with the firm for the achievement of its aims. This will give the company a direction, which it currently didn’t have. Strengthening the workforce will help strengthen the quality of the brand that already has a excellent reputation for lounge and dining room furniture.

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  1. Evaluate the difficulties that Fine furnishings PLC might experience in attempting to unify the two distinct business cultures that currently exist.                     

 The two distinct business cultures that currently exist at ATCO and Chiltern are very different, in attempting to unify these cultures would involve changing attitudes that prevail in that business. The business culture of a company is referred to as an unwritten code that affects attitudes, decision making and the management style of its staff. The difficulties in changing the business culture and ...

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