MGMT670 Strategic Management

Case Synopsis

Hind Al Oud perfume store is one Mohamed Hilal group was Which founded in 2001 in United Arab Emirates (UAE). The store was the culmination of a dream for Mohamed Hilal while he was in school when he was blending his own perfume. Mr. Mohamed made his dream true by starting with the development of the first perfume brand Hind Al Oud in Dubai one of UAE’s Emirates in 2001. However, Mr. Mohamed has faced a challenge to reflect his passion and work according to the company’s purpose to fulfill his same passion and company’s objectives in an organizational environment. Currently, Mr. Mohamed has been motivating and reminding top managers in each periodic strategic meeting with the essence of engaging all members to work with the same vision and values that will reflect in their work culture.  In addition to being an innate leader, he tries to instill his employees' loyalty to the organization through his passion, effective instinct, and their physical and psychological motivation. Mr. Mohammed as a leader faces internal challenges in maintaining Hind Al Oud's productivity according to the pre-determined strategy and according to the company's vision and mission, in addition to promoting the same passion and goal of the group's existence.

Teaching Objectives

The case study is aimed to develop organisational analysis skills of postgraduate management students, engaged in the fields of Management and leadership approaches.

The teaching objectives of the case study will enable the students:

1. To understand and review Hind Aloud perfume brand’ dynamic capabilities environment to integrate and manage their follower to strive toward common goals and values.
2. Highlight the trait and the procedures that Mr. Mohamad as authentic leader followed to sustain company growth.
3. To determine the way the managers and the employees are working in the environment to fulfil organisational goals and values. 
4. To explore theories taken by leader to build strong impact on team commitment and work-ordination.
5. To explore the maturity of responsible subordinate by having more directive, task-oriented leader?
6. To understand the leadership skills of the company and also the application of social exchange strategy in the organisation to determine effective strategic management processes. 
7. Identification of Opportunities and Threats.
8. Identification of analysis the organization approach through model of strategic management process.
9. To investigate theories considered by leaders of the organisation towards the development of strong motivation of the employees in order to generate better commitment and work-ordination. 

Pedagogy of the Case Study

The case study is appropriate for leadership courses in the both undergraduate and postgraduate degrees of Business Management program, where students will be able to develop analytical skills on the suitable leadership approach during organisational change. The students will be able to form critical insights on the appropriate leadership role in catering to the needs and motivation to make the change implementation a success and sustain in the long-term.

Research Method

The case is based on primary data was collected through the personal interview method, using an open-ended and semi-structured questionnaire. The authors directly engaged with Ms Mohamed Hilal the owner and CEO.

Assignment Questions

1. Based on the case study, analyze the strengths, weaknesses, opportunities, and threats of Hind Aloud perfume store and Mohamed Hilal group’s situation.
2. Using the model of the strategic management process, how do you evaluate Mohamed Hilal's group's strategy?
3. What were the challenges Mr. Mohamed Hilal faced as a leader and founder of the Mohamed Hilal group?
4. Based on Schein’s model of leadership and organizational culture, elaborate the company work environment. 

5. Measure the acceptability of the employee’s engagement towards the company’s strategy, as discussed in the case study, using the theory of House’s path-goal.
6. What leadership traits of Mr. Mohamed can you infer from his approach towards employee motivation to increase rewards to subordinates for work-goal attainment?
7. If you were the founder and CEO of Mohamed Hilal Group, what would you suggest to improve the company’s strategy using the house’s path-goal theory of leadership?

Table 1. Teaching schedule 

The strategy used by the Mohamed Hilal Group is business leadership. He focuses on the expansion of his business and aims to establish the Emirati culture in all parts of the world through his business.

3.What were the challenges Mr. Mohamed Hilal faced as a leader and founder of the Mohamed Hilal group?

Putting an idea into action is itself the biggest challenge one can face. Mohamed Hilal began with the perfume industry and is expanding his reign over other territories as well. As a leader, he faced the issue of maintaining the demotivated employees and bringing proper structure and leadership to the company.

4.Based on Schein’s model of leadership and organizational culture, elaborate the company work environment. 

Mohamed Hilal assumes in the formation of a proper environment in which people can reside and discover themselves along with using the X factor that is present in them. This is the best thing only they could do and not others. Through the provision of this environment, the organization has established a base for a prosperous workspace.

 According to Mohamed Hilal, employees become unproductive when they do not get to do the work, they are enthusiastic about or the leaders fail to motivate them. He believes that leaders and managers should motivate the employees and they should be provided with the work they love to do.

The traits that Mr. Mohamed Hilal shows are leading with the help of communication, optimism, and passion. He believes that motivation comes from within and encourages the employees to find the unique factor that would help them to succeed.

I would suggest that the company to improve upward communication strategy since the theory suggest the effectiveness of a leader depends on his or her employees. As depicted in this case study, there is no room for employees airing their grievance thus showing that the company has poor employee engagement. Offering rewards is not satisfactory to motivate employees. It necessary to hold meeting with junior employees and hear their grievances as sometimes they are victimized by senior managers. The subordinate employees are the one with direct connection with production and making the final products. Receiving information directly from the people in the ground may help to make appropriate decisions by getting data that would not be obtained through other types communication.

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