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Company Goal And Stakeholder Analysis: Wonderland

Keywords: stakeholder research example, stakeholder evaluation essay

Wonderland's history dates back to 1950s when it was were only available in Germany as a partnership business between a chemist and a kid psychologist. These toys flooded the German and the Scandinavian marketplaces in their original years of start. The market expanded to cover the united states and UK in the 1960s. Currently, the company looks forward to the largest market share with its toys and games being available in more than 80 countries worldwide. The business is headquartered in Frankfurt and it includes regional head office buildings in New York, Hong Kong and Buenos Aires. The office buildings in Frankfurt, Montana and Bute are dedicated entirely to the creation of new playthings to enhance the company's brand. However, China, Taiwan, India, Korea and Honduras do most of the developing works.

Wonderland has saved admirable growth both in its opportunity of procedure and in its income. In 2009 2009 for example, the company recorded total revenue of 850 million from all its areas. In a bet to serve the clients even better, the business varied its activities in the 80s and 90s to add other children's items such as school bags, board game titles and party items. The business has also employed more than 10, 000 people who work in different centers. For example, 3, 000 people work in Montana while 2, 000 work in Frankfurt. Others work in the local office buildings as marketers, sales reps, retailers and marketers of the company's products.


Wonderland has been very successful as a result of the efforts created by its stakeholders. These stakeholders are grouped into two divisions; principal stakeholders and extra stakeholders.

Primary stakeholders

These are stakeholders who are straight affected by the business activities and vice versa. They include:

  • Employees
  • Shareholders
  • Customers and
  • Suppliers

Secondary stakeholders

These have curiosity about the business but their effect is not experienced directly by the business. They include:

  • The government,
  • Media,
  • Competitors,
  • Lobby organizations and
  • The local community


Company Purpose

The purpose of the corporation is to produce high quality branded children items and send out them globally to be able to reach our focus on customers and hence accomplish their educational and recreational needs.

Stakeholder analysis

Primary stakeholders

A) Shareholders

Shareholders will be the owners of Wonderland Company. They make investments their money in the company to be able to propel it to attaining its targets. Wonderland's shareholders are grouped into two: institutional shareholders and individual shareholders. Institutional shareholders make reference to organizations that have bought shares in this company with the hope of realizing profits from their investment. Types of such organizations might include Virgin Airlines Company and Sony International Corporation.

Individual shareholders, on the other hands, are the people who purchase shares of confirmed company with the purpose of making profits. The founders will be the major individual shareholders given that they added the start-up capital. They have majority of Wonderland's shares and have greater voting powers. In addition, the company has offered stocks to other individual shareholders in Frankfurt (Turner, 2011).

  • Interests of shareholders in the company

Shareholders have a great fascination with Wonderland, as known above. They commit their money in the company with the hope of realizing comes back in the short and long-term. They can be therefore worried about the profitability of the company. Wonderland's managers have a great responsibility in ensuring that shareholders are contented with the performance of the company. When coming up with decisions about the business, they ought to be careful with the outcome since any loss made by the business will be thought by the shareholders. Managers ensure that both the short term and long term effects of their decisions are advantageous to the company to be able to enhance the value of shareholders investment.

  • Powers of the shareholder

In Wonderland, shareholders greatly influence just how it is controlled. They decide who'll be the business manager and who will be in the board of directors. Shareholders have voting protection under the law on a number of issues concerning the company. Which means that quite decisions affecting the business, such as mergers, can't be made without their consent. They vote for or from the proposal by the mother board of directors. Shareholders' decision in the company is last. Notably, professionals cannot change what has been jointly arranged after by the shareholders (Worthington, 2007).

Shareholders also have the power to make by-laws of the company. By-laws refer to a couple of rules and regulations that govern the operation of the company. All of the employees of the company abide by these by-laws. Any violation of these by-laws is sanctioned and necessary actions taken. The company holds annual conferences with its shareholders to go over and review the performance of the business. In this assembly, they review the business's makes up about transparency and profitability check. Of these meetings, the appointed auditor presents periodic reports. Customers have forces to either endorse or won't endorse these records. Nonetheless, the power of shareholders in Wonderland commensurate with the number of shares presented in the company. For example, a person shareholder with 1, 000 stocks in a business has more forces than the one with 50 stocks. This means that if the majority of Wonderland shareholders have 20 stocks and one of the shareholders has 1, 000 stocks, it should take the company to possess 50 shareholders with 20 shares so as to match the voting power of one member with 1, 000 stocks (Worthington, 2007).

B) Employees

Employees refer to the personnel in a business. They are straight associated with daily functions and therefore determine the productivity of the business. They can be grouped into different levels depending on nature of the company. They include individual contributors, professionals, professionals and senior complex professionals, directors and company presidents. In Wonderland, each staff ties in his devote the organization with respect to the degree of education and skill expertise. To be able to effectively achieve the goals of the business, managers have a work of ensuring that work is well set up so as to avoid collision of employees. Likewise, it is important for the professionals to talk the eyesight of the company so that employees work collectively towards obtaining this vision (Shukla, 2006).

  • Interests of employees

There are various hobbies that employees have in Wonderland. Among the main ones is having their fundamental rights reputed. These rights include the to remuneration, right to relate with others, to fair treatment, freedom from discrimination and independence of expression, amongst others. Therefore, they'll be effective if these rights are honored and if they feel that they are simply being respected. To achieve this, professionals need to cultivate an operating environment that will compel employees to give their best to be able to achieve the objectives of the company (Shukla, 2006).

Wonderland employees exactly like in virtually any other company want to receive competitive pay. Competitive pay refers to the repayment that is made to employees and whatever commensurate with the employee's skills, degree of education and determination in the task place. They expect a pay that is regular with the market rates (Shukla, 2006).

The company's employees also want to be given an possibility to earn more. That is made possible by increasing their pay with time, paying them for overtime work and commissions where necessary. Another expectation of employees is regular overview of their pay. Which means that employees do not be expectant of to stagnate in a single pay scale. Furthermore, they have to be given a chance to participate in the decision making process as this will stimulate them to work at the enactment of the decisions (Shukla, 2006).

  • Employee powers

Employees have a great impact on the path a company can take. As highlighted above, professionals, as the employees of Wonderland, are mandated to perform the business. They therefore have powers to make decisions on the day to day running of the business. If these decisions are sound, the business stands to benefit. However, if indeed they make misguided decisions, the performance of the business will deteriorate. It is the obligation of Wonderland's human resources manager to hire junior employees to handle middle and lower level activities of the company. If the human resources administrator hires skilled and qualified people because of this work, then the company will yield great results. However, if he hires under-qualified staff, Wonderland won't achieve its objectives (Shukla, 2006).

The motivation of the employees in the business also plays a large role in the achievement of the company objectives. It is the obligation of the staff to handle the decisions created by the shareholders and the most notable management. A positively motivated workforce will perform its tasks with passion thereby boosting the realization of the goals communicated to them. Negatively stimulated employees on the other palm may impact the trustworthiness of the company by producing low quality commodities. Hence, it is the work of the business professionals to cultivate a participative culture where an employee will be absolve to communicate his thoughts about the company (Shukla, 2006).

C) Customers

Customers are the purchasers of Wonderland's products. They will be the customers of its product. They are the parents of children in pre-schools and most important schools. Throughout the manufacturing process, great attention is taken so as to produce products that are competitive in the market plus they that add value to the customer. It's important for the business enterprise to comprehend the patterns of its customers. Satisfied customers are pillars of any successful business. They also contribute to the trustworthiness of the business if their needs are achieved as they really want. The clients determine the expansion potential of the business (Akinnola 2011).

Accordingly, every business supervisor who gets the desire to generate income from the business must make an effort to ensure that the wants of the clients are fulfilled. Though customers aren't contained in the decision making procedure for the company, they play a major role in boosting the achievements of the place business aims.

  • Interests of customers

The interest of the clients in Wonderland is to maximize the utility produced out of the usage of its products. They need the company to meet their needs in a manner that creates value for their money. To be able to match this demand, the business must be sure that they first review those needs before embarking on development. Through this, the business will rest assured of ready market. However, companies that go ahead to make development without talking to from the customers risk market failure (Akinnola, 2011).

  • Power of the customers

Customers have a larger influence on the success of the business than every other stakeholder. It really is an acknowledged fact that the profits of the company are from the customers' spending. When the spending by the customers is low, then your profitability of the company also declines and the contrary holds true. The impact of the clients is so strong that professionals must consult before making any decision impacting them (customers). In the toy industry, customer's preferences play a big role. It is crucial for the Wonderland to handle a research to be able to understand the tastes of customers in several parts of the earth. Cultural influences also have an effect on the customer's decision making process. As the business's products focus on different cultures, it's important to study these cultures so that the toys which is produced meet up with the demands of these markets (Akinnola, 2011).

D) Suppliers

Suppliers will be the companies and the those who deliver the resources that the business uses in the production of goods and services. Wonderland establishes specific suppliers in order to ensure uniformity in the provision of the necessary resources. If resources aren't supplied promptly, creation delays will be inevitable and consequently absolutely free themes will not obtain finished goods promptly. In establishing the partnership between the suppliers and the company, it is important to note that this relationship is dependant on value. Value in the sense that if the suppliers deliver quality resources, the end products will be of high quality and therefore goods sent to customer will mirror value for his money.

  • Interests of suppliers

Suppliers are entrepreneurs and for that reason their main desire for the company is profits. The next interest of suppliers in the company is to secure a deal that will shield them in case the marketplace fluctuates. Suppliers desire to be in business throughout the year. However, there are times when the prices decrease making them to use baffled. Securing a agreement to supply resources to the business means that the prices won't fluctuate and therefore the supplier will make profits through.

  • Powers of the suppliers

Sometimes suppliers may join forces to dictate the terms with their supply to the business. That is especially in situations where suppliers are few and the purchasers are concentrated.

When the company has a solid brand name, he might have greater effect in the company than other factors. Nonetheless, mutual agreement between the supplier and the company is required to ensure a sustainable relationship is present. To neutralize these powers, Wonderland can deal for its needed resources in advance in order to prevent the distributor from misbehaving as the market changes.

Secondary Stakeholders

A) The government

The role of the federal government in Wonderland can't be overlooked. As an external stakeholder, it takes on an important role in shaping the external environment within that your company manages. The roles of the government in the company are executed by way of a specially formulated firm that is answerable to the federal government. The primary interest of the government in the business is to modify its operations in order to ensure that consumers do not go through loss because of this of business activities. The federal government therefore regulates the competitive routines, and the industry-specific techniques. In addition to its regulatory assignments, the federal government has powers over the Wonderland Company. It can revoke its license and subject matter it to legal activities in the event its activities are not acceptable in the country where it runs (Enotes, 2011).

B) The media

Media takes on an important role in Wonderland's growth. For example, this company will use advertising to reach out to the prospective customers. Mass media also creates a discussion board whereby the customers express their views about given company. The multimedia can influence the image of the business among the clients and therefore impact their purchase decision. The business must therefore cultivate a confident marriage with the marketing in order to have a confident image when confronted with its stakeholders. As far as Wonderland can be involved, attempts have been set up and contracts achieved with Disney and children's TV programme producers so that the company use the character of these programs in making playthings and accessories (Liss, 2000).

C) Competitors

Competitors are other important stakeholders in the company. The existence of competitors on the market help in increasing the quality of products produced and services rendered. The eye of the competition in a corporation is to learn its weaknesses and capitalize about them. You can find competition for customers as well as market show. Our company's professionals therefore need to be mindful when disclosing information about the business that may be employed by the opponents to the downside of the company, especially in market where there are numerous rivals (Carlson 2004). It's important for our company to take a survey of the marketplace in order to identify opponents, their weaknesses and strengths. Within the toy market, Wonderland encounters stiff competition from Mattel and Hasbro. Both have been in the market for quite some time and therefore offer stiff competition to Wonderland in its bid to fully capture the promising market segments all over the world. In addition, the two companies have strong brands besides supplying a variety of products concentrating on different customers.

D) Lobby groups

A lobby group refers to a collection of people who come together to advocate for certain pursuits that they feel are threatened by your choice made by the company leaders. In as much as lobbying influences the performance of the firms, it is one of the respected means by which proper functioning of the firms can be achieved. Environmental activists are examples of a lobby group that greatly influences the businesses of Wonderland. With the problem of global warming taking main concern, they seek to regulate the amount of skin tightening and that the business releases along the way of modeling the playthings. Their interest is to ensure that the operations of the business do not adversely affect the surroundings. Lobby groups have forces to influence the actions of the business. They can impact the consumers to boycott the merchandise of the company. Hence, it is imperative for the business to establish a confident romantic relationship with the lobbyists to be able to avoid instances of being accused for undertaking unlawful activities (Hart, 2004).

E) Local community

When the business undertakes corporate interpersonal responsibility activities, its motive is to make a positive impact on the neighborhood people straight related to the business. In Wonderland, local communities are the people who encircle the company. In case there is unsafe emissions from the business, the local community would be the first to receive the results. Local communities offer the local infrastructure that the company needs in order to attain its objectives. On the other hand, they expect the company to pay back by carrying out activities that not adversely impact them. These stakeholders have forces to influence the company to either continue with its activities or to stop its procedures. They are able to unite and stop the company from causing unwanted effects to the community (BusinessLink, nd).

The Global Society

Global population, in its most basic definition, identifies the society that is integrated together into a single community with improved levels of interaction. Global society is a rsulting consequence the globalization process. Humans are social naturally and would adopt any means that brings them close to each other. Thanks to internet technology, people can communicate with other on the far side of the world just by a click of the mouse. Nonetheless, global world deals more with the individuals in the culture than it can with the general society. It's the efforts of people that lead to the introduction of global contemporary society. The eyesight of the founders of Wonderland was to attain customers in all parts of the world. Globalization has speeded the success of this eyesight by facilitating prompt marketing and circulation of the company products. Generally speaking, global modern culture has improved efficiency with which people in the society interact (Taylor & Francis, 2011).

Integrating the concept of global society in to the operations of any business raises issues that are generally not steady with the goals of the company. A few of these issues favour the achievement of the business enterprise objectives while some hinder this accomplishment. These issues include:

  • Cultural differences
  • Inequity in development
  • Environmental degradation
  • Human privileges abuse
  • Government structures

1) Cultural Differences

Culture identifies a set of beliefs that a given group of folks has adopted as their life-style. No culture is higher than the other and attempting to change people's culture can be an work in futility. Founders of Wonderland decided to launch their procedures in areas with a culture not the same as that of the company's home country to be able to be more competitive and even more profitable. They also wished to outsource recycleables from other countries where the price tag on acquiring those resources are lower than in the house country. (Smith Ethel, 2007).

The most successful companies are those which may have understood the ethnic differences of target customers. These businesses keep abreast of the importance of these differences and will research ways to fulfill customer needs without interfering with the cultures. Wonderland recognizes that individuals from different civilizations may have different approaches to the same issues (Smith Ethel, 2007).

2) Inequity in Development

This refers to the differences in the degrees of development in several countries. It really is assessed both in monetary and infrastructural terms. Inequity in development impacts the functioning of international companies. Factor endowment contributes more to the inequality whereby companies that are endowed with an increase of resources excel much better than people that have fewer resources. With development inequality being experienced in the global contemporary society, it is hard to attain a good play surface where all companies can contend favorably. Also, as a result of variations in the factors of development, massive movement of labor in one country to some other has effects on the businesses of the business. For this reason, a notable difference in Wonderland's prices is justifiable. In countries where cost of operation is low, our products are low and vice versa. In general, companies working in the global environment are as competitive as their resources can allow (Taylor & Francis, 2011).

3) Environment Degradation

Environmental degradation is another concern that global world has brought. The issue of global warming has been addressed and procedures being put in place to fight global warming. The Kyoto protocol of 1997 that wanted to modify the ratio of skin tightening and released into the atmosphere from the business is still in conversation with companies having to adhere to the restrictions imposed by this standard protocol. Wonderland therefore checks on its procedures to avoid legal actions from being instituted against it. Notably, in the toy companies, modeling plastics releases smoke in to the atmosphere. Being area of the global society, the business will take options to ensure so it honors this necessity (Taylor & Francis, 2011).

4) Human Rights Abuse

When operating in a global society, it is possible to unknowingly promote the abuse of human rights. Much business is done via the internet without necessarily knowing the processes that happen at the other end. For example, a firm may order something online. The distributor will send the consignment to the buyer. Without proper research the buyer may not understand how the product has been constructed. The provider may have used child labor, which is within contravention of basic human being protection under the law. Wonderland will ensure so it chooses suppliers that do not take part in such activities.

5) Government constructions in a global society

Another issue that Wonderland encounters when working in a worldwide culture is the difference in federal government structures. The composition of the local government where the company is situated may vary from the buildings of the other country. An example of that's where the local federal embraces socialism overall economy and the foreign country embraces capitalism economy. Secondly, a federal may be aristocratic while a different one may be democratic. Functioning in varying federal government composition may be difficult therefore companies will need to understand this from the outset (Taylor & Francis, 2011).

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