The development of a business strategy for DPA Specialist Consulting Engineers.

Abstract

DPA Specialist Consulting Engineers is a relatively small firm specialising in materials technology in the specialist civil engineering consulting and contracting industry. The organization has experienced many positive and negative changes over its history, and is currently in a precarious position, faced with numerous environmental opportunities and threats, while exhibiting significant strengths but also critical weaknesses. The firm does not have a formally crafted strategic plan from which to base its managerial decision making. It is widely held that strategic planning is critical for the success of a competitive business in today's turbulent environment. In this study, pertinent theories pertaining to strategy development and evaluation are explored, and relevant models are adapted for the purpose of analysing and evaluating the organization and its circumstances. The facts provided in the case study pertaining to the organization are then analysed through the developed body of theory and the models presented. The theoretical models utilized provide the criteria by which it is possible to determine the areas in which the organization is performing well or poorly. At the same time, strategic options are developed and are evaluated in the context of the case study, and recommendations are provided with respect to the appropriate courses of action. It is shown that a competitive strategy of focused differentiation will be appropriate for the organisation. An assessment of available grand strategies reveals that the organization will be best served by an initial turnaround strategy, followed by a strategy of concentrated growth and innovation. It is also shown that a strategy of concentric diversification, in terms of the spin-off of the contracting business is appropriate under the circumstances. However, it is also evident that unless the recommendations pertaining to the turnaround strategy are followed, the firm's critical weaknesses and environmental threats will severely threaten the sustained survival and success of the organization.