1.Introduction
Bendigo is a company in the information technology and services industry that provides practical assistive technology solutions for everyday needs and challenges at home. The company is based in Nottingham and its start-ups include John Osborne in the field of health and social care, Nick Gale with a technical background, Farai Pfende with nursing knowledge, and Kate Williams, who focuses on social management and creating systems.
2.Environment Analysis - Value Chain Analysis
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3.Strategic Position Analysis
3.1Leadership and communication
The necessary condition for leadership is influence, and influence is concerned with communication between leaders and followers. The importance of communication lies when strategic managers communicate with groups to get ideas and build support. Leaders need followers, and followers need leaders. However, Bendigo currently has no followers, and all six company members are directors. There is no communication between the upper and lower levels to gain creative thinking, and the communication between the founders of the same level has not achieved results.
3.2Company position
First of all, Bendigo's positioning in assistive technology and social care makes the company's position particularly unique, but it is precisely because of this positioning that the company needs to accept the pressure from competitors in various industries and the dilemma of no reference objects.
3.3 Issues
Based on the above analysis and inference, Bendigo has two main problems, namely lack of leadership and lack of effective communication. The lack of leadership has led the company to have only vague strategic decisions and plans, leaving the company with little activity after its creation in 2016. The company lacks communication in two aspects, one is the internal communication problems of the company, and the other is the lack of communication between the company and the external market.
4.Recommendations to the organisation
Establish leadership
The company actually has obvious leaders, but the company has no identity. This allows the company to communicate freely and express opinions when discussing the approach. But as a start-up company, what is most needed is to point to a clear and unified goal, which requires a leader to lead. Therefore, the proposal of this article for the company is to communicate and decide the leader. Secondly, based on the current situation of the company, this paper believes that the situation theory to leadership is the most suitable way to lead the company.
Marketing communication
Bendigo's main stakeholders include social health care organizations, universities and target clients. To communicate with these stakeholders, the information conveyed must be received and processed as expected. This requires the company to implement it using creative strategies.
Communication inside company
Leadership communication is the process in which a business leader establishes relationships with stakeholders and influences their behavior according to the expectations of the leader. This paper suggests that Bendigo adopts a certain communication strategy to cultivate the communication skills of the company's staff, so that the information exchange within the company can be clear, sustain, open, truthful, two-way, and concerned.
5.Conclusion
This paper analyzes the environment and strategic position of Bendigo company and concludes that the company's industry is in the rising period, which can help the company in the industry, but the company itself is not competitive due to the lack of effective leadership and communication. This paper provides some suggestions for adopting situation leadership, cultivating communication skills and improving corporate culture to guide technological innovation.
作者简介：刘师雯（1997-07-07），女，汉族，籍贯：上海，当前职务：学生，学历：大学，研究方向：活动策划。