Ben Santos H.

Braun Philippines was a wholly-owned subsidiary of a West German multinational corporation which manufactured a line of medical and chemical products in Europe, Asia and Latin America. Since HBP had always been headed by a West German National and the current company president had no previous experience in our country, the culture of the company did not adapt that of the Philippines and they also dont have any clear strategic plans that would guide them. Ben Santos, a newbie in the company implied to the president that they needed a better planning system. Ben Santos has a very scientific approach to Strategic Management and before he came, the company was doing Strategic Management by gut feel. He even said that How can we manage this company effectively if we do not have clearly stated strategies to guide us? So the central problem of the company is the changing of their companys culture. In a short period of time, Ben Santos immediately became the right-hand of the President, so he became his voice and was the one in charge of the new strategic planning process for HBP. As expected, the initial reaction of the managers were negative and they were criticising his proposal. The division managers of the Pharmaceuticals and Medical Division didnt want to try something new since they think theyre doing alright without a strategic plan. As division managers and since they have been with the company for quite a long time, and heres a newbie instructing them on what to do and changing how they work, of course it is understandable that they would complain but they should be open-minded since they are leaders of the company. It is seen that they have an attitude problem and they have to change that for the betterment of the company. It would be hard for Ben Santos to rush Strategic Management thinking process in the company especially since the initial reactions of the division managers were not good, so he should do it slowly but surely.