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Strategic Management

59). According to the company’s handbook (1935, p 10), the company began its business by erecting numerous roadside dangers and other warning signs. The company was in charge of road signs until early 1930s when the local authorities took control of the signs. The achievements gained by the company were destroyed when most of their road signs were destroyed during the Second World War. By then, the company had erected approximately 6,500 direction signs and 15,000 village signs (The Automobile Association Handbook). The company published an AA Member’s Special Handbook in 1908. By using the handbook, the company’s clients could find the location of AA agents across the country and mechanics. The clients also received free legal services for one year (Passmore 2003, p. 62). The company has grown from a small company to become on the leading companies in the world. The motor insurance service has grown to become one of the largest in London and the United Kingdom at large. The insurance industry is experiencing growth that is generated by new entrants with new products and way of doing things. It is due to these factors that the company needs to explore means of ensuring that it remains among the best service providers in this industry. SWOT Analysis Strengths The Automobile Association has various strengths that it can exploit to gain a competitive edge in the market. The first strength the company has built over the years is its reputation of being reliable in providing services. The company’s clients need not worry when they are in some form of discomfort since they trust in the company to deliver. The company is also renowned for having qualified and competent staff. This includes qualified mechanics for the garage sections and the staff in other areas. Weaknesses Despite having the above notable strengths, the company also has some weaknesses that can be exploited by the competitors. The competitors in the British market arise from firms such as RAC and Green Flag and Direct Line and a host of many other small players (Harison & John, 2008). The second placed RAC is becoming a serious threat to the existence of the company. The company offers all the services that the Automobile Association offers in addition to security services. This therefore means that the company has a more complete package than the Automobile Association even though they are still young in client size. The second weakness of the company is the high employee turnover. On one hand, the rivals lure some of the employees away from the company with huge salaries. Since the Automobile Association is renowned for having top class employees, the competitors target these employees instead of struggling to breed their own. On the other hand, some of the employees such as mechanics use the money from their savings to open their own businesses using the reputation of having worked for the Automobile Association. Opportunities The current economic condition is tough on some people. This people however require motor insurance and other related services. These types of people will therefore look for cheaper options that also provide quality and reliable services. The company can gain from such people by introducing products for all classes of people. The other option that could be more profitable is for the company to merge with one of the competitors such as RAC. This would ...Show more


Company Analysis Name: Course: Instructor: Date: Introduction The Automobile Association (The AA) is a British company established in 1905 as a motoring association. The company changed operations in 1999 after a demutualization process that saw change of ownership to a private limited company…
Author : courtney57
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