Case Analysis

Group 1 Presentation

The problem was observed in the late 1970’s when Blue Bird bus company

which is one of their competitor get hold of the market leadership.

I. TIME CONTEXT

II. VIEW POINT

III. STATEMENT OF THE PROBLEM

Ward School Bus Company was known as the world’s largest and most respected

school bus manufacturer founded by David Ward, a blacksmith from Conway, Arkansas.

As David Ward passes the company management leadership, different

strategies or management style was being involved that cause the company t o unstable condition. Charles Ward, the

eldest son do not believe in long range strategic planning, he focused on their

overseas operations in Egypt and Saudi -

Arabia, neglecting the manufacturing process and domestic market, that’s why

one of their competitor Blue Bird seized the market leadership. Charles was seemed so

concerned on his market share position which pushed him to think of possible

action- and that was, submitting the lowest bid as their strategy to beat their

company’s competition. Unfortunately, Ward’s strategy was inappropriate which

resulted to serial problems that led to temporary shutdown of their company.

What do you think is the possible solution to retrieve the company and bring

back its name to the market industry?

IV. OBJECTIVE To secure the future of the company and

bring back the beauty of bright yellow buses in the market industry.

V. AREAS OF CONSIDERATION

STRENGTHS: Expertise and experience in bus

operation.

WEAKNESS:High cost of operationHigh indiscipline among staff Financial pressureOverstaffed

OPPORTUNITIES:Rising demand for school busGovernment patronage

THREATS: The price of steel and aluminum is

increasing putting pressure on the costs of production.

Increasing staff costs and competition from other model.

VI. ALTERNATIVE COURSES OF ACTION

A.C.A #1 ~ look for an investor. A.C.A #2 ~ cost reduction or

downsizing. A.C.A #3 ~ focused on

domestic market management.

VII. ANALYSIS

LEGEND: 1~ BEST , 2~BETTER , 3~GOOD

ACTIVITY EASY TO IMPLEMENT

EFFECTIVENESS

COST BENEFIT TOTAL

A.C.A.~ #1

3 1 1

A.C.A.~ #2 1 3 3 7

A.C.A.~ #3 1 3 2 6

5

VIII. RECOMMENDATION A.C.A #1 (looking for an investor) resulted to be the best way to secure the future of 1,200 employees and to bring back the beauty of bright yellow

buses to the market industry.

IX. PLAN OF ACTIONTIME ACTIVITIES PERSON

RESPONSIBLE

WEEK 1 Formulating of a business plan

Department Heads

WEEK 2 DAY 1

Setting an appointment with the prospective investor

Company Secretary

DAY 3Meeting and

presentation of business plan of the possible investors

Department Heads (Chairman, President,

C.E.O)

WEEK 3DAY 1

Setting an appointment for the

signing of the contract

Department Heads

DAY 4 Signing of the contract

Department Heads of Ward school bus and

company and the investor.