Organisational Strategy refers to the sum up of the actions which a company takes in order to achieve its long term goals. These objectives help in the growth of a company and its long term sustainability (Watson, 2013). This report is based on Denso Corporation, which was established in 1949 and is headquartered in Kariya, Japan and provides facilities of vehicle testing in terms of passenger security and harmful emissions. It covers a detail analysis of the external environment and industrial attractiveness. It also includes analysis of its internal resources and capabilities and stakeholders' perspectives.
Macro-environmental factors are those external elements that influence how a company functions (Hillson and Murray-Webster, 2017). For understanding the effects of Macro-Environment Factors on Denso, PESTLE Analysis is the most appropriate approach which is mentioned below:
Illustration 1: PESTLE Analysis
Political Factors: Political Factors includes mainly the policies of the government which affects the working of a company. Major operations of Denso are in developed countries like Japan, Europe, Singapore, where Political condition is stable. This scenario provides more concern upon providence of the operations with the minimal impact upon environment that creates opportunity in front of an organisation to develop new systems for instance Artificial Intelligence and Emission Control System, to ensure maximum safety towards environment and optimum security of cars in Automobile industry (DENSO AI: Artificial Intellegence Supporting People, 2019). However, there are various countries like UK which couldn't provide the firm stability in its operations due to political instability which is a major threat for the firm as changes in policies also tend to change in methods, import prices and policies that might not be favourable.
Economical Factors: These are the factors which includes the economic growth, inflation rates, exchange rates which affects the working of Denso. For instance, quite recently the firm is planning to expand its operations in Christian County, Missouri, United States investing $3.5 million that would help them in creation of 45 jobs. With progressing economy in the US, the company is willing to get support from the local government which could be an opportunity for the company as this will help to setup their business easily (DENSO Air Systems plans $3.5M expansion in Hopkinsville, 2017). However, the company faced a lot of troubles in countries like the UK and India due to events like Brexit and Demonetisation respectively. These events could be a threat for the firm economically as it enhances the risk for potential economic loss.
Social Factors: Social Factors are those factors which a company has to accomplish for the society in which the company is established. Denso is also working upon their contribution to the society as the company is undertaking some activities in order to resolve the issues of local public such as harmony with the environment, ensuring safety and security in communities, and the human resource development. This will creates opportunity for an organisation to become leader in world. However, there are various threats present in this factor as well. For instance, in the automobile industry, there are various companies like Ferrari, Lamborghini and Toyota which prefer testing their vehicles at their own facilities. This enhances the threat for the firm as there is a huge risk that this company will be preferred by less companies.
Technological Factors: In this factor, the innovation in technology is included as these changes can affect a company favourably and unfavourably. The company is creating innovation in its products more faster than other companies. The continuous innovation of R&D Department in its products makes Denso different from others. Artificial Intelligence has deeper roots than those which are already discovered which is a major opportunity for the company to determine effective ways of product testing. The technological threat that the company might face are the cyber breach and technological infringements by other companies that could gain a competitive advantage over Denso and disrupt its image.
Legal Factors: There are various legislations imposed by governments regarding customer safety for instance National Traffic and Motor Vehicles Act in the US that requires vehicle manufacturers to ensure effective safety to the passengers of their vehicle (National Traffic and Motor Vehicle Safety Act, 2019). Such legislations are an opportunity for the firm as it would help them to comply with such laws effectively. However, there are legislations that govern environment too. There are emission standards set by the United States that detects the maximum emission that could be emitted by a vehicle (Emission Standards United States. 2019). There might be cases that some companies use defeat devices to clear their vehicle from such legislations. If these companies have been associated with Denso in any manner, this could get the firm in legal trouble.
Environmental Factors: The affects of this factor is necessary to understand because it is related to the environment on which the production process of Denso creates bad effects such as pollution, emissions of harmful gases. However, it is true that company is now moving towards protecting the environment by its several programs such as “ECO VISION in which the company set three targets which are Energy, Clean, and Green. Also, the company is promoting ten actions in order to achieve these targets. In addition to this, the company is also using that technology which reduces the emission of harmful gases such as CO2 in the environment. Currently, the company is working and testing their products in order to make them eco friendly and make the environment safe and security of the customers using the cars. The threat is that there are chances where technology could fail to provide effective benefits to the environment which will affect the corporate social responsibility of the firm towards society and the nature. This might hamper its future growth completely.