Strategic Analysis and Implementation

Company Description

COWI is a leading multinational consulting organization that has specialized in environmental science, engineering and economics. The company was created in 1930, and it has subsidiaries in 24 countries across the world. COWI has successfully undertaken over 85000 projects in 175 countries. The remarkable performance can be attributed to the experience developed over time as well as the able leadership in the firm. COWI has been involved in some of the largest infrastructure projects in the world (COWI, 2013).

The company’s business operations include consultancy and planning based on the local knowledge of the region and the expansive knowledge that the company has acquired over the years. Notably, the international experience has been instrumental in advancing the business across the world (COWI, 2013). The company has a diverse workforce that facilitates its operations across different fields. The professionals include planners, biologists, engineers, economists, geologists, surveyors, sociologists, anthropologists and architects.

The diversity of the workforce makes the company to have a reliable workforce that can meet the needs of the consumers efficiently. The diversity of the workforce facilitates the strategic undertaking of a 360° mindset approach that ensures the services offered are from a multidisciplinary initiative. The qualified staff and coordination of responsibilities across disciplines have enabled COWI to engage in a leading role in complex projects, undertake additional responsibilities because the services are expandable, and facilitate a structured and smooth flow of projects. Additionally, these capabilities have been instrumental in ensuring that COWI offers coherent solutions and meets customer satisfaction (COWI, 2013).

COWI is a consulting company that focuses on offering sufficient value for its customers, workers, and the society through the knowledge that has been gathered over the years and through its 360° strategic approaches. The mission of the company is based on three key elements that include:

  • Inclusiveness of all stakeholders and customers in co-creating finest solutions.
  • Using world-class experience and knowledge throughout the world and locally based on economics, engineering, and environmental science.
  • The company is focused on creating success and opportunity for customers, workers, shareholders, and stakeholders.

COWI Vision and Mission Statement

It is the mission and vision that shape the goals and objectives of the organization. In this light, the vision of the company is designed to develop coherence for the sustainability of the company. The vision of the company includes: (COWI)

  • To become a top player in the industry. COWI is a top earner, which offers the financial capacity for growth, research, and innovation.
  • To be the client’s first choice. The company works closely with the customers, making them partners in the creating of innovation and adding sustainable value.
  • Have the best people. The company has a high number of qualified workers who share their knowledge to increase organizational performance and ensure the company remains a leader in the industry.
  • To be a leading brand. The company is the strongest brand and the preferred service provider in the markets they operate.
  • To be a world-class international specialist. The company is recognized across the globe for their effective service delivery and international business links.
  • To have excellent operations. The company has been undertaking continuous improvements that are designed to improve how it performs in the market.
  • The company is also structured on key values that have played an important role in its success. The key values include:
  • Integrity. The company operates with credibility and integrity in all undertakings.
  • Respect. COWI ensures that all associates, workers, nature, and the society are treated with respect. Additionally, respect is maintained across the organization to ensure that decisions made and their implementation is made when all stakeholders are in consensus. Friendship is an important aspect of the organizational hierarchy. Maintaining informal relationships helps to maintain communication and healthy cooperation in the organization.
  • Independence. The company ensures that it is financially independent to facilitate its freedom at work and ensure that it remains competitive.
  • Professional capability. The company employs different professionals with qualifications that meet the company standards. COWI encourages innovation and professionalism to create value for the clients.
  • Freedom. The company offers significant empowerment in the business operations by ensuring there is free thinking and effective communication.

COWI Holding A/S is the parent company of the organization situated in Denmark. The majority shareholder of the COWI Foundation is the majority shareholder of the company. The group is organized as a One Company Network that ensures the international activities are performed in close relationship with the local people, while maintaining a close partnership with the clients. Subsequently, working closely with the local clients ensures that the company’s regional businesses benefit from the international organizational expertise.

Description of the Organization Strategic Planning and Implementation

COWI Company is the biggest suspension bridge in the globe. Its leadership in the industry is partially due to the suitability of its organizational structure. Its organizational structure impacts it’s the strategic planning and implementation, leadership and other factors that are vital to the success of the firm (Koehn, 2002). The company has advanced to have a structure that fits its current business requirements.

The operations management is unique to the firm, but it can be described founded on a conventional categorization of strategic planning and implementation. As of 2016, the firm had 5,000 employees in 35 countries/locations worldwide. COWI’ mission is “to inspire and nurture the human spirit-one person and one neighborhood at a time.”

One of the strategies of the company is the global expansion through the expansion of markets and development of new product lines. Furthermore, the core competencies of COWI can be described as high-quality products and at accessible sites and affordable prices, a broad range of selections, and community to where the grass-roots echo friendly encounter can be shared (Galbraith, 2014). The company also recognizes good business and ethical practices.

The company’s competitive strategic advantage is attributed to the culture, service, quality, and ambiance. It directly regulates each important phases of its operation, starting from purchasing high-quality to structuring its style. COWI’ large size also gives it a bargaining power over its suppliers, which guarantees competitive prices, timely delivery, and superior quality of supplies (Koehn, 2002). Upholding the strategic competitive advantage is enhanced by constant innovation, enhancement of the, and initiating new ventures, including incorporating its 360 commodities into collections.

COWI is a multinational company that operates as a consultant in the fields of environmental science, engineering, and economics. The company was created in 1930 and currently operates in 24 countries and has accomplished more than 85,000 across 175 countries (COWI 4). The corporation offers consultancy and project planning by focusing on local knowledge and the experience that has been acquired over the years in business. The company’s workforce includes planners, biologists, engineers, geologists, surveyors, economists, anthropologists, sociologists, and architects.

The composition offers the clients a variety of professionals, who guarantee quality services. Suggestively, it operates on 360° mindset strategy that ensures the specialists coordinate and cooperates across various disciplines to offer coherent solutions and meet customer satisfaction (COWI 4). David alludes that the strategic formulation of a company entails establishing the vision and mission as well as identifying the external opportunities and threats and recognizing the internal strengths and weakness (6). Subsequently, a business can strategize on its operations to create competitive advantage and sustainability. The intent of this paper is to conduct a SWOT analysis that will identify the opportunities, threats, strengths, and weaknesses of COWI.

External Opportunities and Threats

The external opportunities and threats refer to a range of factors that have the potential to significantly benefit or harm the organization as it continues with business operations. These external factors are shaped by aspects that are beyond the control of a firm (David 11). Identifying the opportunities and threats is important for COWI to see the gaps on what consumers need and what the competitors are doing to meet these demands (Reid and Sanders 32). Subsequently, the company can take the appropriate strategies to address the issues to maintain competitiveness and efficient performance in the market. According to David, the opportunities and threats of a company can be addressed by analyzing the following external factors (11):

Economic Forces

The company has offices in 24 countries only. There is an opportunity to tap into growing economies across the world. Many countries are working to meet development goals that come with numerous projects the company can undertake.

Nevertheless, the unstable economic condition of many countries might limit the interest of the company in some markets. Another threat is that some economies differ significantly and this difference means that COWI will have to compromise with some clients, while at the same time there are opportunities where the firm can maximize its profits. Another company that offers similar services at lower prices is likely to be a considerable threat in such situations.

Social, Cultural, and Natural Environment Forces

These forces have a significant impact on the organizational performance. Globalization has brought about changes in these factors that are likely to impact the COWI operations. The Human Resource Management (HRM) activities in many countries are converging to international standards, and this will make it easy for the company to maintain its culture in different environments.

At the same time, the success of the company is limited by the diversity evident between different countries that make it difficult to manage labor. For instance, language barriers can make it difficult to deliver services and enhance cooperation in the workplace. Nevertheless, the increased diversity is important in facilitating company operations in regions where the company would face resistance due to the common social and cultural beliefs.

Political, Governmental, and Legal Forces

The political forces are instigated by leaders, political parties and other groups such as trade unions and civil society organization. Additionally, governments can formulate laws and regulations that have an impact on the organizational operations by affecting the supply chain and the market. Notably, every country has unique legal structures that might not be in line with international standards.

Such laws often affect production processes and labor. Subsequently, political, government and legal forces can affect COWI operations in the international market due to the differences that exist between countries. For instance, it is difficult for the company to engage in countries that are experiencing political unrest or lack stable legal systems. Additionally, many countries have been compromised by terrorists. Nevertheless, there are governments across the world that is changing the regimes that used to be oppressive and limited business. As many countries seek an increase in Foreign Direct Investment (FDI), the company stands a chance to explore new markets with support of domestic governments

Technological Forces

Technology is a dynamic sector that offers new solutions to problems faced in business and everyday life. Additionally, many organizations have the financial capacity to acquire new technology as a source of competitive advantage. In this light, if COWI technology is outdated, the company is likely to lose its competitiveness. On the same note, remaining innovative and investing in research and development offers the company an opportunity to pioneer in the development and use of new technology, gaining a competitive advantage.

Demographic Force

The change in the target market demographics comes with potential opportunities and threats. In this light, increased household income in developing and developed countries could be an opportunity for the COWI to engage in the market. Aging populations in developing nations show that there is a need for more investment in automation technologies due to the lack of labor. Subsequently, this is an opportunity for the company to expand the engineering services. Nevertheless, if the changes in demographics are ignored, this would be a threat to the company.

Internal Strengths and Weaknesses

David eludes that internal strengths and weaknesses are the factors that the organization can control (12). They offer an opportunity for strategizing on various sectors of the company. On the same note, the companies are expected to capitalize on internal strengths, while eliminating the internal weaknesses.

Employees and Capabilities Forces

COWI works with different professionals from various parts of the world. Different professionals have facilitated the firm’s ability to implement the 360° mindset strategy. The threat of diversity crippling the company due to creative differences has appropriately been solved through the multidisciplinary approach to issues. Subsequently, this approach and the capability of the firm to provide the required technology and reach the markets will be instrumental in the success of the company.


The productivity of COWI has been attributed to the leadership that makes quality decisions (COWI 4). The diverse workforce has been instrumental in improving management in the company. The company is an industry leader due to the sustainability of its organizational structure that facilitates effective leadership and management.


COWI businesses are highly reliant on research. The company offers consulting services that require the professionals to have conducted research and made extensive advancements in various areas. In this light, the company has an accumulated experience that spans a long time. Nevertheless, there is a need for talent management to ensure that this knowledge is passed to new workers and preserved for the sustainability of the company.

Information Systems

Information systems play a fundamental role in creating competitive advantage. The fact that the company operates across the globe makes it imperative to have reliable systems that facilitate communication, cooperation, project management, and preservation of knowledge. The company is also involved in technology development, making it an important player in formulating technologies that can be instrumental to its performance in the industry. Although, the information systems are expensive to install and maintain, they are important in creating competitive advantage and supporting business operations in the long run.


            The definition of strategic planning rest on design understandings effective organizational implementation creates a bridge between diverse stakeholders; by connecting various cultures, different levels of expertise and of course various perspectives; by recognizes generating the interest in a successful outcome rest on the principles of growth and its complex interplay of “strategy” and “implementation” throughout the organizational environment. “strategy” and “implementation” are the only way to transformation for corporate realization, understanding the interdependent of its forming new relationship strategies.


COWI. COWI QATAR A/S: Company Profile. Doha, Qatar: COWI, 2013.

COWI. “The Future of Development In Qatar.” n.d.

David, Fred R. Strategic Management: Concepts and Cases (Thirteenth Edition). New Jersey:            Pearson Education, 2011.

Reid, R. Dan, and Nada R. Sanders. “Operations Management: An Integrated Approach (Fourth        Edition).” 2016.

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