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Yellowtail Marine

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Case Overview The Yellowtail Marine, Inc. case combines corporate and industry data with an "in-basket" exercise. It focuses attention on the difficulties of Robyn Gilcrist – the newly appointed President – to efficiently managing the company’s daily operations while at the same time developing a corporate strategy. Robyn Gilcrist has taken over as CEO a few days after the death of Olaf Gunerson, Yellowtail’s founder and former owner. Therefore, there was no proper hand-over for Gilcrist. Appointed by the company’s new owner, Charles Boswell, the plan was for Robyn to have 12 months working with Gunerson before his retirement, but death intervened. Now Robyn must learn the business in a fast pace and keep it running without him. …show more content…

A strategic vision thus points an organization in a particular direction, charts a strategic path for it to follow in preparing for the future, and molds organizational identity. A clearly articulated strategic vision communicates management’s aspirations to stakeholders and helps steer the energies of company personnel in a common direction. For instance, Henry Ford’s vision of a car in every garage had power because it captured the imagination of others, aided internal efforts to mobilize the Ford Motor Company’s resources, and served as a reference point for gauging the merits of the company’s strategic actions. It is clear that change is needed in Yellowtail Marine Inc. As newly appointed – and rather sudden – CEO, Gilcrist face the challenge to establish her leadership in the company. She must be able to address a clear and meaningful vision to the company. Developing and communicating a vision is one of the most important and visible communication tasks she must overcome. After considering all of the internal and external factors, Gilcrist can then develop the strategic vision of Yellowtail marine. Her strategic vision should be able to answer the concern on, “Where we are going and why?” Below is an example of BMW’s strategic vision in Asia : We will be the No.1 premium

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