The application of a strategic repositioning model to ensure successful change at Ceres Fruit Juices (Pty) Ltd

Louw, Cornelius Jacobus (2000-12)

Thesis (MBA)--Stellenbosch University, 2000.

Thesis

ENGLISH ABSTRACT: Change is inevitable in today's demanding and changing business world. For an organisation to strategise effectively, it needs a process that is systematic and planned to ensure that the company can compete successfully, please customers and achieve good business and financial performance. The first section of the study focuses on a literature overview with regards to strategic repositioning. A model will be developed that highlight the importance of certain key issues that must be present to ensure an effective and workable strategy. The overview will show that the common mistake that organisations make, is to look only at the external environment, without giving much attention to key internal issues. From the model it will become evident that issues such as the organisational statements, the culture of the organisation, the way change efforts are handlep and what a company does to become world-class, are critical to ensure successful strategic repositioning. The second half of the study focuses on the application of the strategic repositioning model that was developed, to Ceres Fruit Juices (Pty) Ltd. A complete analysis will be done on the organisation statements, as well as an assessment on the culture and how far Ceres Fruit Juices is towards becoming a world-class organisation. From the results it was evident that Ceres Fruit Juices (Pty) Ltd needs to map out all their change activities to ensure the reaching of its strategic objectives.

AFRIKAANSE OPSOMMING: Verandering is onvermydelik in vandag se veeleisende en veranderende besigheidswêreld. Vir 'n organisasie om 'n effektiewe strategie daar te stel, is dit noodsaaklik dat 'n sistematiese en beplande proses gevolg word om te verseker dat 'n maatskappy suksesvol kan meeding, kliënte tevrede kan stel en goeie besigheids- en finansiële resultate kan behaal. Die eerste gedeelte van die studie fokus op 'n literatuur-oorsig rondom strategiese herposisionering. 'n Model sal ontwikkel word wat teenwoordig moet wees om 'n effektiewe en werkbare strategie daar te stel. Die oorsig sal verder uitwys dat die algemene fout wat maatskappye maak, is om slegs na die eksterne omgewing te kyk, sonder om aandag aan kritiese interne aspekte te gee. Vanuit die model sal afgelei word dat aspekte soos organisasie doelstellings, die kultuur van die organisasie, die manier hoe verandering hanteer word en eienskappe wat aanwesig moet wees om op wêreldstandaard te wees, krities is om suksesvolle strategiese herposisionering te verseker. Die tweede helfte van die studie fokus op die toepassing van die strategiese herposisioneringsmodel wat ontwikkel is, op Ceres Fruit Juices (Pty) Ltd. 'n Volledig ontleding sal gedoen word op die organisasie doelstellings, sowel as 'n beoordeling van die kultuur en hoe ver Ceres Fruit Juices Ipty) Ltd op die pad is om 'n wêreldklas onderneming te word. Afleidings wat gemaak is vanuit die resultate, toon duidelik dat die maatskappy 'n volledige plan moet opstel vir hulle verandering aktiwiteite om te verseker dat daar by die strategiese doelwitte uitgekom word.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/51939
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