Module Code: M1N213377
Name: David Simpson
Matriculation Number: N/A
Assessment Title: Summative Assessment 1
Word Count 875
Review your company’s business plan and highlight two core business objectives that you will have an input into through your current role. Explain how your contribution will help deliver the two objectives.
Introduction
Translink’s ‘Corporate Plan’ is an aggregation of the 4 transport company business plans (NI Railways, Metro, Ulsterbus and Ulsterbus Tours), that together form the Translink brand. It provides the data and argument in support of the group’s current three-year strategy. The Plan identifies the group’s vision, values and objectives as well as the programmes of work that shall deliver the objectives. The Plan also publishes performance and expenditure statistics.
The three core business objectives identified within the Plan aim to help deliver Translink’s ‘vision of customer focused growth whilst shaping up for the future’ (Translink 2012). Organisational objectives are statements of specific outcomes that are to be achieved (Johnson et al, 2008). They influence all areas of organisational control and strategy including setting targets and providing an agreed and clear focus for all. The three objectives identified are;
to continue to improve bus and rail services to make best use of all our assets to enhance the commercial aspects of our services
These objectives should be cascaded through all levels and structure of the organisation, ultimately leading to goal congruence amongst all staff with the aim of improving organisational performance and competitive advantage (Schein, 2004). Effective managers focus on the result and in order to do this they must be aware of the organisational objectives and how they influence their managerial scope and responsibility. This style of management is often referred to as ‘Management By Objectives’ (MBO) which is a ‘systematic application of goal setting and planning to help individuals and firms be more productive’ (DuBrin, p142, 2010). MBO highlights the importance of collective goal sharing and that all staff have a clear line of sight between individual and broader corporate goals. Thus, as a first-line manager within NI Railways it is important that I understand my contribution in fulfilling my own individual and wider organisational objectives. The two main objectives that I will have an input into through my current role are; ‘to continue to improve bus and rail services’ and ‘to make best use of all our assets’.
Objective 1: To continue to improve bus and rail services
This objective is rather vague in its description and could even be described as a subjective objective! However my personalised appraisal objectives derive from the Corporate Plan and I am fully aware of the linkage between the two.
As Northern Route Station Inspector my contribution in conducting periodic assessments and on-going evaluation of my operational staff will enable me to work towards continuous improvement in rail operational safety and compliance. I oversee and manage the day-to-day implementation of new operational instructions, customer service/marketing initiatives and safety management systems within my area; all of which are designed to improve rail services. Furthermore, Translink views progressive integration of bus and rail services (i.e. through ticketing, timetabling and station facilities) as improving the customer experience. This means that I am increasingly working closer with bus supervisory and management staff at the two integrated bus and rail stations on my route. Recently, my bus equivalent and I had great input into a newly proposed rail timetable that aims to make better use of connecting bus services.
This year I shall also become a Worldhost Customer Services Assessor/Facilitator. Worldhost enables customer-centric
