Developing organizational vision and

strategic direction:

Introduction:

Organization or group has some missions and visions that are being set in the beginning of its

creation. The visions of an organization have to be ideal as well as pre-determined. The

development of an organization is undoubtedly depended on its mission-vision development. A

vision of an organization is being chosen at first. A vision is the universal declaration about the

path or direction that a company or group wishes to fulfill. Effective and positive

administrativedevelopment relies on its appropriate planning and setting. In addition, corporate

vision and deliberate planning in order to make successful development is a must and can be

prepared with accurateenthusiasm and strategies. The vision of a corporation has comprehensive

demand and basically it pacts with fluctuations by encouraging optimism. It mainly defines the

target of a corporation’s mission.

Royal London Hospital company background:

The key determination of this report is to advance required skills and knowledge in order to

maintain a vision and direction of an organization; and also the planning and developing process

success rating with deliberate strategies. For these, Royal London Hospital is been chosen.

The Royal London Hospital serves like general hospital and medical college in the United

Kingdom and was found for public health care. It was founded by UK in the year of 1970 and

from then it started growing so fast. With many health professionals and doctors, this

organization turned in upper class ranking with its best clinical quality. In addition, the Royal

London Hospital is a National Health Service company that teaches individuals. This

organization runs with the funds of national health center.

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TASK 1.Understand how to develop a vision for an organization.

1. Assess the role of key stakeholders in relation to the vision:

A commercial stakeholder can be a person or a group that has some basic attention or

apprehension in an association. An organization’s objectives can be affected by stakeholders or a

stakeholder can affect the organizational actions as well as its policies. Stakeholders can be

employees, executives, directors, owners, investors, unions or groups or communities, buyers,

and also creditors. The stakeholders have some key responsibilities that make their work more

hard and commercial. Their responsibilities can be:

Decide requirements in particulars

Understand business needs

Planning strategies

Implementation criteria choosing

Ownership

Approve deliverables with detailed inspection

Monitoring project improvements

Training and developing establishment

Give explanations

Royal London Hospital’s stakeholder mapping has different ways like- engagement or pure

dedication, identification of various obligations, analysis and planning. Stakeholder engagement

is such a procedure by which a corporation makes people involvement in order to upgrade the

internal affection. Stakeholder engagement can be like- meeting in straight care, engagement in

organization design or pattern, and engagement in community policy. Again, authentic

stakeholder engagement amenities follow up some decisions like- private or public suitability,

economically or theoretically feasibility and also compatibility.

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2. Analyze factors that will impact on the organization and its vision:

Royal London Hospital is a healthcare system that works for public health issues and is located

in England. This organization has its own vision and strategic direction. There are many factors,

like- political, environmental, legal, and technological that has impact on an organization’s

key visions. The essential deviations in thoughtful preparation and proper health care or

hospitality supply is required by the Royal London Hospital. This organization has always

controlled the executives as well as stakeholders in need of recognizing of the connections

among problem solving and decision-making assistances.

All the necessary factors are responsible for an organizations future. In addition, these factors

can be directly or indirectly effective for a corporation’s visions. Royal London Hospital is such

an organization that serves for public in order to fulfill its basic agenda. But sometimes its

agenda is been interrupted with some obstacles that results only because of its aspects.

So, it is obvious for this kind of public organizations to understand its environment as well as its

basic factors that can be a huge impact on its vision and thus Royal London Hospital can take a

benefit of all the provided opportunities and diminish threats as needed. In that case, PESTLE

analysis can be big advantage to understand Royal London Hospital’s environment. It is very

useful and it helps understand to deal with the whole boundary that is being operated.

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PESTLE ANALYSIS FOR ROYAL LONDON

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PESTLE

Technological: New innovations helps to sort out most problems and saves time and that can effect on organization’s vision.

Social: new trends, in which way people like to accept changes, is another factor that has impact on organization’s mission

Economical: economic influence is the outcome of resources that can be included in financial accounting whether it is available or not.

Political: this may affect an organization’s performance and working processes.

Environmental: Environmental industries have impact on organizational visions.

Legal: legislative requirements are relevant, and that can have huge effects on visions.

A PEST analysis helps you to consider what external influences are important and the extent to

which any changes are significant for the future of Royal London Hospital.

Some of the influences you may want to consider are outlined below:

 PEST area  External influence Information sources

Political (inc.

legal)

Equality, diversity and human rights legislation Improving Working Lives Standard Standards for Better Health CQC reports

NHS Employers In-Practice guide

IWL guidance Care Quality Commission

 Economic Alternative employment opportunities Cost of living

Department for Work and Pensions (DWP)

 Social Employment/unemployment levels Population size and structure Balancing work and social time Attitudes towards harassment and bullying Community involvement in clinical quality issues

Association of Public Health Improvement and

Development Agency Office for National Statistics

Technological Improving access to health related information The IT capabilities of Royal London Hospital The extent to which the Royal London Hospital uses

e-learning and e-technology

NHS Connecting for Health Electronic Staff Record

 See also RLH Employers Navigating Equality and Diversity Guidance   for details on the broad

guidance for the NHS.

Example of a PEST analysis

Political (incl. legal)

Employment legislation Government directives Financial policy

Economic

Interest rates / Inflation Disposable income Unemployment

Social

Population demographics Employment opportunities Attitudes to work and leisure

Technological

Information technology developments New discoveries / developments

 

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There are some advantages and some disadvantages of consuming the PESTLE analysis for an

organization. The key advantage of consuming PESTEL study for a corporation is for its modest

outline. It can be a great help to understand the whole business environment that encourages the

business development. It can minimize future risks and threatening actions. It enables business

groups with best opportunities as well as exploitation of career goals. In this competitive era, as

everything is changing with high speed, like human needs and choices, these analyses can have

boundless help in taking this changing advantage. There are some disadvantages too. This

analysis has to be adapted in regular basis; otherwise it can’t be effective at all. There can be

other risks too.

3. Create a vision for an organization:

The Royal Hospital Chelsea VisionExcellence and Relevance

The Royal London Hospital in 2030 will have cemented still further its reputation as a unique, relevant and

much loved national institution and as a model of good practice in the care domain. It will provide a

residential community with care for some 300 elderly veterans in modernised accommodation, as well as

a range of other services to veterans in need. It will be a dynamic community, the residents of which will

be enabled by a committed staff to live lives that are as active, independent, stress free and fulfilled as

possible given their age and condition, within a military-based culture which puts a premium on

comradeship. 

The Royal London Hospital will be recognised and valued by the Nation, the Government and the Army

for the quality of care it provides and for what it represents: a visible symbol of the covenant that must

exist between the Nation and those prepared to make the ultimate sacrifice in its service. It will also be

valued as a significant and integrated part of the social and cultural fabric of London and the Royal

Borough of Tower hamlet , contributing to both and playing a role, in conjunction with the National Army

Museum, in educating the public about the contribution the Army has made to British history.   

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The Royal London Hospital will continue to receive a Grant-in-Aid from the Government to cover running

costs, and will have introduced a charging regime in place of the requirement for pension surrender. It will

generate additional income to fund a continuing development programme, and will have made

considerable progress towards the establishment of an endowment sufficient to protect itself against any

future shortfall in funding, thereby enabling its long-term survival on its historic site. 

The Royal London Hospital will be recognised as a centre of excellence in the care of the elderly, and that

will remain its core business. However, it will also provide inpatient and outpatient facilities to other

categories of veteran as part of a coordinated approach to veteran care across the services’ charitable

sector, within which it will be recognised as a leading contributor. As such it will be a truly national

institution. Its resident population will comprise predominantly Army veterans, but it will have opened its

doors to veterans of the other two armed forces for both permanent residence and short term support.

The former will be open only to those who have served in the ranks, but the latter will also be available to

officers.        

In the heritage domain the Royal London Hospital will continue to discharge its obligation to the Nation by

preserving its historic buildings to a high standard, while simultaneously ensuring the grounds and

environs provide (as far as is possible given other constraints) a suitable setting for the buildings and

have an appropriate historical context. The buildings and grounds will be open to the public to the

maximum extent possible commensurate with maintaining an appropriate level of privacy.  

The management of the Royal London Hospital will be taut, professional, alert to change and outward

looking. It will employ up-to-date working practices to deliver a service that is recognised as providing

value for money. It will be commercially astute, making the most of the opportunities for income

generation but doing so in a way that does not intrude in an unwelcome manner on the life of the In-

Pensioners. Key staff will live on site to be available for duties and to contribute to the wider life of the

community. 

In sum, the Royal London Hospital in 2030 will be valued as a leading provider of care to the veteran

community; will be recognised nationally as a centre of excellence in the care of the elderly; will have

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strengthened substantially its financial base; and will be regarded as a responsible guardian of an

important part of the Nation’s heritage, both physical and emotional.

Royal London Hospital organization has its own mission and vision. Strategic direction leads to

the success entirely. The very first step of creation of visions is the development of the ability of

health professionals like- doctors, nurses, health consultants, or even medical board in order to

customapplicabledata; this information can assist recognizingimportanceof health concerns. It

eases making important judgments on these issues that basically relies on

explorationconsequences.

Strategic leadership can be another aspect in this regard. The capability in need of forestalling

the upcoming task and maintaining the flexible changes for future advantages is called strategic

leadership.

Another feature is to advance cooperative links and connections for interchange information and

health investigation. Increasing the research information of health based case studies can be

another aspect. The most important thing is to learn about people necessities and needs. Focusing

on these issues can make it easier to build up organizational goals and visions. The agenda for

developing strategic planning techniques is to upgrade important decisions and actions. Strategic

formationmust be constructed on the assessment that has beenproduced by the association for its

consumers. Anofficial strategic plan may containa business strategy model so as toclassify the

anticipatedforthcoming state of the group.Strategic planning has different steps like- the whole

scenario planning, design and then implement. This step explores all kind of issues and tries to

identify critical risks in different levels. Strategic planning emphasizes learning abilities and

creative methods too.

4. Determine the strategic direction for Royal London Hospital:

Royal London Hospital’s strategic direction is to provide excellent, compassionate care to public.

Actually this is the key objective of strategic direction. This group is responsible for all health

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care providence. This strategy isdetermined by Royal London Hospital’s vision and images with

itsexcellence and medical care approaches. At this time this foundation has become acombinedor

united healthcare supplier by founding hospitals, community services and health services within

one organization. This is providing prevention care, all the upgraded treatment, restoration, and

emergency service too.

Written strategic direction of Royal London Hospital is- “With you all the way' represents our

commitment to put patients at the center of everything we do”

(www.nationalarchives.gov.uk).Royal London Hospital is at best with its emergency service,

care closer to home, and quality treatments. The health professionals try to provide best

consultancy. Actually they wishes to achieve the finest in every sector, like best result, greatest

effort, finest employees, top experience, spontaneous care services, and excellent service.

Source: www.nationalarchives.gov.uk

EXPLAINATIONS

TASK 2.Understand how to communicate the vision to stakeholder.

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Department of Health (DH) works for funding, and guiding the Royal London Hospital.

Primary Care Trust or PCT works for measuring and evaluating public essentials and authorizing precaution.

Planned health experts deal withsupervising, nursing and enlightening native services.

1. Analyze methods to communicate the vision to engage and inspire others within

the organization:

Communication is a must to run a business or corporation as communication is not just talking,

but it is something to share opinions, ideas, even understanding. Sometimes difficulties can be

seen in this process. Royal London Hospital is a public service provider, so the employees has to

face different languages, different personalities to deal with. So it needs a persistent

communicative form. There are different ways to engage the audiences and make them more

attentive listeners.

list the name of ways used for communications

The best communication methods succeed in putting across the right message in a clear, unambiguous way that gets noticed by the target audience, whilst also saving on time and cost. Good communicators succeed in choosing the best medium of communication for the particular purpose in mind. For external communications, the Inland Revenue typically uses:

Written communications dispatched by mail e.g. statements detailing tax liabilities and payment schedules. Paper-based items sent by mail have the advantage of providing a clear, fileable statement that is likely to reach its intended recipient.

Oral communications: customers can 'phone in' with their queries. They can also speak directly to the employee who is managing their account. Oral communication allows most misunderstandings to be resolved immediately.

Face-to-face communications e.g. a visit to the local office by arrangement. This can save time and subsequent communications.

Online communications. Today consumers can complete their Tax Return, claim tax credits and do a variety of other business with the Inland Revenue directly online, thereby saving a great deal of time. An important advantage of this method is that ongoing 'help' is provided by pop-up help facilities. This is a cheap, quick and efficient means of communication.

Advertising on TV and in the press e.g. to alert people to tax payment deadlines or to eligibility for tax credits. By this method the Inland Revenue is able to communicate with millions of customers cost effectively.The Inland Revenue uses similar methods for internal communications e.g.

Written communications - internal memos, staff magazines, notices or posters on staff notice boards.

Oral communications - phone conversations between employees. Face-to-face - team briefings, meetings and presentations. Online - internal e-mails and intranet.

Face-to-face conversations and oral communications make possible more detailed discussions to clarify issues. Written communications provide clear statements of discussions and their outcome

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can be recorded and filed. Online communications have revolutionised ways of working by providing fast, cheap and efficient ways of interacting that can easily be stored within files.Online communications can also be easily edited and shared between teams of employees working together. For example, a customer's account details can be accessed both in a local office and in the central tax-paying department in Glasgow, simultaneously.

Not only external, but also external proper communication is essential for Royal London

Hospital staffs.

This Corporation has different strategies to deal with this communication gap. As the staffs have

to communicate with public as well as themselves, so they need to work harder. They plan in

person meetings, events, and material exchange tools, consulting affairs, public partnership or

even lectures too.There are other communicative techniques like internet, surveys,

advertisements, publications, website, news feed or even mass media. These policies help Royal

London Hospital to comprise additional efficiency and build up relationships (Barry, B. W.

(1982)).

Both in internal and in external communication it is a must to make face to face chat as well as

proper feedback system in time. And also the communication has to be more presentable,

consistent, honest, clear, and to the point. That is because lengthy communication can be harmful

at some level. And then all the chatting needs to be monitored or supervised if necessary. All the

health plans, and also the discussion forums have to be blowout among all the contestants. For

Royal London Hospital it is inflexible sometimes as it is a massive corporation. So, it is obvious

that operative communication is mandatory for all level staffs in thiscompany.

explaination

2 Assess how to build support for the vision within the organization:

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It’s a must to shape up some internal or external sustenance for the vision within an organization.

Royal London Hospital is not different from that law. In need of the vision support, there is a

basic rule for an organization, and that is- evolving the vision, bringing the service (locating

direction, representation individual potentials, operate with others, supervising and monitoring

services, distributing the strategy among others.

Some positive and negative attitudes are directly or indirectly affecting for an organization’s

vision. In case of positive approach, it is a must to be honest and warm for others. Like, the

authorities must be graceful and welcoming for the customers. The employees must show warm

welcome and make others feel comfortable always. Delivering proper values, positive

approaches, and even help is a must for Royal London Hospital as it is a public serving

company. The staff should deliver right advices to the patients or customers. Building up positive

relationship is necessary for any kind of corporations. Discipline, responsibility and managing

situations are another thing for Royal London Hospital.

Some negative attitudes can make things worse as people mainly deals with behaviors. If proper

respect, polite care, or approach is not shown to the customers, then the business won’t spread

long because customers are there to take proper consultancy. Royal London Hospital needs to

show proper care to all. Even all the members must feel the equality at work. They all should be

treated like same. Equality brings peace and neglects dissimilarities. So, this company must share

everything correspondingly.

Whether the business is small or big, proper negotiation skill is a must for its success. There is a

lot of negotiation tactics. Enough confidence and perfection makes best negotiation. The steps

can be like below:

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Source: Garth Saloner, Andrea Shepard, 2006

3 Assess ways of communicating the vision to external stakeholders:

Significant internal or external investors comprise the administrative figures, the corporation's

dealers, the media and the societies because this relation connects with the corporation's

procedures and participates anyway. Advertising, media, news, surveys, seminars or even via

public relations Royal London Hospital tries to preserve its stakeholders communication.

There are some ways to improve communication between business and stakeholders.

1. Maintain regularity is a great way to establish a regular pattern of business; such as- via

internet.

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Preparation

Persuasion

Negotiation

Communication

Reach agreement

2. In case of external stakeholders, all the updates and business progress need to be

informed to maintain a face to face communication.

3. Plan and design a budget, business criteria and straight participation makes this

relationship more flexible.

4. Feedback or response is mandatory to show individual thoughts and choices.

5. Annual reports are essential.

6. Planning of different diagrams, then run it, then evaluate them and lastly improve if

necessary.

Understanding and managing stakeholders is not so easy and for this Royal London Hospital

keeps proper strategic relations. Cost benefit analysis is another part of this. Cost benefit analysis

is one kind of procedure that estimates entire benefit and cost of a business with some strategic

policies.

The estimation of costs and benefits would reproduce partialities exposed by selections. Benefits

are normally measured by market values and latest updates. There are other things exist that have

impact on business. Feedback of thoughts, concepts, knowledge, understandings, choices,

opinions, and liking-disliking is also very imperative.

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ACTIONCOST BENEFIT

The great team leaders must be in a style to be clear with his destination and also need to monitor every progress.

A team leader must encourage his team or crew in order to prevent mutilation.

Communication with each member make a team work perfect and a great team leader must do that, so can they can stay clear with each other work and point of views.

TASK 3.Understand how to implement the vision and strategic direction within the

organization:

1 Analyze leadership behaviors to promote the vision within the organization:

According to McKibbin& Walton (2012), Leaders need to be patient at their work and mostly

supportive in any way. Leadership development means an activity to improve the leadership

authority. In different organizations this training thing is provided. Mainly the purpose of

developing the leadership means to expand leader attitude, behavior, and their abilities too. The

success of a team mostly depends on its leader; leader’s characteristic and skill. According to

Bryson, J. M. (2001), leaders have some basic styles like below:

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Stay clear with destination

Encourage others

Communicate clearly

Listening is a persistent work that has to be done by a leader because each member can have different thoughts; that need to be implemented.

Personal confidence is as important as credibility for a leader. Royal London Hospital is such a

group that mainly depends on its leader’s decision and perfection. This company has strategies to

cope up with changing working environment and the leaders teach the employees how to deal

with this changing circumstance.

3.2 Assess how the vision can be embedded within the organization:

Groups promote changes creativities frequently. Actually, several organizations are experiencing

various modification enterprises concurrently. An organizational culture embeds sustainability in

such an approach and that framework represents many ways and that can be formal, informal or

even innovative too. The sustainability program displays hard but similar to the security plus

principled behavior efforts. The model of leadership development is basically simple.

Distribution duties can be a great help in this regard. Visions need to be inspiring as well as

effective and challenging too. Creating vision, goals, objectives or even tasks is leaders work. So

leadership and vision relates together. Vision of an organization has to be fixed up at the

beginning. It makes the whole project in a timed manner and all the steps become punctual.

Leader has the main work for developing vision.

Appreciate the association

Deportment of a vision review

Monitor vision setting

Formation of influential alliance

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Listening

Grow upcoming situation

Target next one for change.

Produce substitute ideas

Eliminate difficulties.

Sometimes an association can grow up a calculated idea that comprises some exact and

quantifiable objectives in order to implementation of a proper vision. A complete strategy or plan

gradually recognizes where the corporation or group is at present, and insure all the ranges where

exploitation is a. Furthermore actions should be more flawlessly stated or defined whoever is

responsible for their conclusion of work.

3 Translate the vision into organizational objectives to set the strategic direction:

There are some similarities and dissimilarities between strategy and tactics. Strategy mainly links

with the goal or destination with present realistic circumstances while tactics are limited in

scope. Tactics are just a small portion of a company. Tactics are largely shorter term than

strategically things. Strategies are followed but tactics comes with situations or circumstances. It

is all about doing right thing at right time.

Organizational objectives and goals are predefined by the authorities and everybody works to

fulfill that thing. An organization is mostly depends on its full strategies made at the beginning.

There are some links between objective mission and vision. Objective mission is directed for a

department. On the other hand vision of an organization is focused at the company as vision is

gained just after all the objectives and missions are connected.

Strategic objectives are written in such a manner in need of making it more attractive. Format,

content and writing objectives are main aspects in need of designing strategic objectives. There

are certain conditions to write strategies. It should be written in appropriate presentation. Writing

objectives in a suitable format creates the vision more influential and standard too.

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4 Outline the strategic planning process for an organization:

Development of a plan is not only dependent to one author. It basically depends on all the

employees that are directly or indirectly connected with developing strategies. Strategic planning

process steps:

Source: www.ird.govt.nz

Strategic planning process had different steps. A procedure is an organized workflow that

confirms results as well as progress of a project. For a strategic planning procedure to be

observed in an organization, it is important to give consideration to both the long time opinion or

views and the short time requirements and supplies.Again, analysis of the environment is a

proper thing at that time. This corporation has different strategies to deal with this

communication gap. Royal London Hospital’s strategic direction is to provide outstanding,

compassionate care to public. Actually this is the key objective of strategic direction. This group

is responsible for all health care providence. All over the duration of a strategic planning process,

its sustained application should be measured or evaluated. Changes are necessary, especially

when it is required.

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Tactical planning

phase

Reporting and

monitoring

Effective planning and

budgeting

High level planning

Conclusion:

Developing organizational vision is necessary to fulfill an organization’s goal and defining

strategic vision makes it easy to fulfill the objectives. It eases making important judgments on

these issues that basically relies on exploration consequences. As an organization work for not

only to make profit, but also to show a standard business procedure. Corporate vision and

deliberate planning in order to make successful development is a must and can be prepared with

accurate interest and strategies. Mission and vision of all types of organizations need to be

monitored in a standard manner, as well as work efficiently to oblige in an effective method.

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