Daelim Oman leadership

Having considered the theory, research and science, characteristics of organizations identify and assess:

1. The seven structures and systems present in your organization
2. Analyze and describe how the present Leadership Value Systems and Structures in your organization impact on leadership, management and staff.
3. Consider and analyze differences to your competitors (local or global)
4. Consider to what extent are these differences positive points of differentiation or negative traits of the organization

Daelim Petroface Company has a leadership system that depends on research and practice in order to reach success and improve productivity and profitability. The company's leadership depends on using many leadership systems in order to reach different levels of improved performance. This system uses the vMemes and chooses some of them to focus on. According to Dawlabani, (2014) the theory of Grave can be very effective and helpful for helping leaders and business organizations as it has many levels to choose from. In Daelim there are many levels of leadership such as using the purple level to support team work, group participations and protecting employees in a safe work environment. The red level is used to assure power of leaders over employees in order to make them obedient and in order. The blue is used to for improving the employees' obedience through following rules and laws of the company as well as being adequate to the needs of the authority working to achieve goals of the organization. The orange is used in a way that ensures employees' motivation and in making them work in a balanced work environment. The green is used when the organization is trying to provide comfort and relaxation to employees in order to make them feel at one unit of work and cooperate together. The yellow is used when the organization is trying to develop the level of performance of employees and training them to reach higher levels of performance. Learning and education are focused on through the yellow system of mindset. The turquoise level is focuses on to show that the organization is working according a holistic approach that is interested in general concepts of cleanliness of the environment and general peace of the word.

In Daelim, the most dominant vMemes are the green and the orange as the organization is trying to apply new transformational leadership style that needs motivation, communication and comfortable work environment. There are many changes that the organization is trying to do through applying these Memes and these changes are meant to improve productivity and profitability. The organization leadership also focuses on the yellow meme in order to encourage employees to learn through training and educational courses. Transformational leadership is preferred for applying many changes in the organization and because it is flexible and effective in communicating change and applying it. According to Miller, (2012) communication is very important in order to apply changes in the business organization as it can help change employees' ideas about the leadership and about what can be done to achieve changes. He also added that communication should be applied by the leader through different levels. In Daelim, the transformational leadership is the dominant leadership style and there are main two Memes which are dominating as they are the orange where employees are motivated and encourage to innovate and create new ideas and the green one where employees are engaged and empowered in order to feel at ease in the business organization and comfortable and having high sense of belonging. There is also the yellow level as employees are trained and more learning and education is given to them in order to develop their performance and reach higher levels of success. Sometimes the red and blue levels are applied in order to maintain adequacy and make sure that rules and orders are applied in the organization. 

There are many local and international companies that work in the gas and oil industry and the competition in this field is very high and strong. Competition is high because there are differences between companies in the leadership styles and techniques used and followed by leaders, these differences can make the company in need for making comparisons with other companies and try to apply new techniques and systems that are applied by other companies in order to achieve success, differences can also be effective when the company tries to avoid them and deliver new techniques and systems for being followed. The company's current leadership styles are important because it raises the effectiveness of the company when dealing with customers and meeting their needs and international measurements of oil and gas products. The company is located in the Sohar Industrial Area, 230 km North West of Muscat, the scope of work encompasses engineering, procurement, construction, start-up and commissioning services at the refinery.  The contract includes improvements at the existing facility as well as the addition of new refining units.
The refinery was originally constructed and commissioned in 2006 and ORPIC is now investing in improvements at the site to enhance the current production capacity.  When complete, it is anticipated that the revamped facility will increase current output by more than 70%.(Petroface, 2017)

Now that you understand your organizations structure, consider your organizations sector. Critically analyze:

a.      How has your sector evolved?

b.      In what way do they differ to your competitors (local or global)

c.       To what extent are these differences positive points of differentiation or negative traits of the organization

Daelim company has a leadership style that evolved to be transformational but it was before transactional and it focused more on applying rules and focusing on authority roles more than innovation and creativity. Currently it evolved to include many concepts that are applied such as employees' empowerment, engagement and compensation systems instead of reward. The oil and gas industry has grown largely in Oman. According to Kruger, (2008) discussed the sector theory and the relationship between leadership and productivity as he mentioned the structural change and the effect of applying it using effective leadership styles as when using the transformational leadership style to apply change, this ensures change sustainability and effectiveness, he discussed the driving forces to structural change such as planning, motivation and employees' compensation. He explained how to reach the sectoral shifts through the organizational development and how to identify competitors' qualities and presenting new ideas to develop the business and gain better qualities than competitors in the market. 

The sector of Dealim has focused on many factors that helped it evolve and develop such as employee compensation that includes many elements such as recognition, monetary rewards, non-monetary rewards, social relationship, fringe benefits and job satisfaction. Ahmed et al, (2014) Explained how transformational leadership can ensure employees' satisfaction through its strategic planning that can present effective compensation system that is based on the external and internal factors in the organization. They also referred to the organizational citizenship behavior and how it can be focused by the transformational leaders who motivate employees and encourage them to participate in the business with real motives and intentions. The company hence is trying to apply change on its structural planning as the plans include short term and long term goals of achieving organizational goals. Because the company is a joint venture, competition in the oil and gas field is very strong and requires many development steps in order to boost the market.

Competition in oil and gas field is very severe in the Gulf area and worldwide, this makes Daelim work hard and try hard to have the best human resources and leadership in order to reach competitive advantage and success in the field of gas and oil locally and internationally. Many companies in Oman are competing Daelim such as Oman Oil Company S.A.O.G, PDO, Oman Gas Company and others. All are trying hard to reach competitiveness through innovating new products and providing new solutions for customers by products that are clean and friendly to the environment. They make different transformations and changes to boost the local Gulf market and internationally especially in the Middle East area, the MENA area and worldwide. Competition is very important to encourage any company to work hard and find out effective solutions for its customers, Kumar et al, (2013) discussed how leadership activities can affect the organization and its success when they try to complete the chain of knowledge creation by getting the required data about other competitors and employ it in order to provide effective processes of decision making and they referred to the importance of employees know their roles in the knowledge creation process.     Swamy and Wamy, (2014) explained the need to comparison between different rivals in the market in order to compete them and reach competitive advantage. They stressed the need to be well acknowledged by all leadership activities and styles applied by other rivals in the market and they also discussed the need to find new business strategies in marketing, distribution and other activities. Oil and gas field in Oman faces competition with many companies in the Gulf and Middle East area and this made the company present new products and other updated products that are not produced by other rivals.

All business organizations around the world have found that leadership is a key for competitiveness and it is important to focus on it in order to succeed. According to Cavazottee et al, (2013) transformational leadership is a style that can help the company find new ideas for implementing change and achieve success in the field of business. Daelim focused on transformational leadership for these reasons and for raising the flexibility in dealing with employees and talented who can find out new innovations that help the company succeed. Competition with other rivals and comparisons are in some ways positive points for the company because they help the leadership of the company understand how other rivals work, plan and apply leadership strategies and this is effective in implementing new leadership styles such as the transformational leadership style. It can also be passive for the company if the company is not able to apply changes in leadership style or facing very difficult hinders in the way of achieving transformations as according to Aaroans, (2007) transformations can be applied if the leadership style is supportive to them and if it is well applied by leaders who are in need to have full awareness for means of implementing this leadership style and making full use of it.

Having examined change and transformation critically assess and analyze how to ensure your organization’s  continued growth and success, organizations need to undertake transformation and growth.  

a. What kinds of changes are taking place in your sector and what do you believe the most successful organizations are doing to embrace the changes required to deliver continued success?

b. To what extent is your organization at the forefront of this transformation (or maybe it is trailing some of the best organizations in the sector). Give examples of specific actions and leadership behaviors you are seeing to underpin your view.

In Daelim Petrofac Company, changes are occurring for the purposes of development and competitiveness. Changes cover many areas in the organization such as in products, work environment, distribution areas and in leadership. Leadership focuses on changing all areas of the business in order to provide new products that are presented to the customer in many innovative means. The competing organizations are also using new innovative techniques in all areas of the business and Daelim is trying to provide the market with different products and different production lines in order to surprise the market locally and internationally with these products. Changes are also made in the human resources management area in order to invest in human resources in order to prepare them to apply the changes and not to be low effective in applying changes. The company is also using frameworks and models for change in order to evaluate its current situation, needs and future aspirations and to meet the market's needs and meet customers' expectations. According to Zhang et al, (2016) there are many frameworks for applying change such as that of Zhang et al, (2016) as they confirmed the need for a framework that supports sustainability when implementing change and they presented a framework which is the integrated diagnostic framework that is mainly based on diagnosing the defects of the current leadership style in the organization and how to find new means for applying changes and what changes are most suitable and can be more effective according to the field of business, the market and the customers' needs. This framework is based on identifying the internal and external growth management systems and how to employ all resources of the company in order to implement the change desired for competitiveness.

Daelim can also find suitable frameworks in order to apply them in the organization such as those presented by Zhang et al, (2016) as the company has to evaluate its current situation and measure its capabilities compared by other companies in the same field in order to meet the market's needs and then to apply the framework according to these needs. Zhang et al, (2016) discussed the GMM model that can be used by the business organization to implement change as the model is based on measuring the systems and sub systems of the organizational managerial proficiency and those sub systems are Organizational Purpose systems, Structure systems, Relationships systems, Helpful Mechanisms systems, Rewards systems, Leadership systems, Environmental systems and Attitudes Toward Change systems. The company can focus on developing all systems and then to maintain sustainability for this development and then to measure the outcomes by measuring the quality of best practices that the organization  has conducted. The model also presents a support for analyzing the company's stages of operations in order to state what areas that need support and change will affect better. It uses internal organizational diagnosis that states how far the internal environment of the organization is in need for change and how to apply it. Daelim can apply such model in order to assess, analyze and support its internal organizational system and find out the areas that need changes to be applied.

Every organization faces challenges and problems, which can be driven from rapid growth or serious decline. Identify and critically assess:

a. The top two or three big issues your organization is facing

b. Key actions your organization needs to take to put it on a path of future sustainable success.

The organization can also support its leadership by encouraging leaders to innovate ideas and changes within their areas of work in order to encourage employees to present change and innovations. The work environment can also be changed in a way that can support critical thinking, freedom and relaxation in order to encourage employees think and present effective ideas. Communication is also very important and leaders should encourage employees to communicate with each other and with leaders as changes can be communicated within he team that is cooperating to achieve change. There should also be frameworks for change management and how to face any challenges that may hinder the challenges face them.  

References

1.      Ahmed, F. Abbas, T. Latif, S. Rasheed, A. (2014). ' Impact of Transformational Leadership on Employee Motivation in Telecommunication Sector.' Journal of Management Policies and Practices June 2014, Vol. 2, No. 2, pp. 11-25 ISSN: 2333-6048 (Print), 2333-6056 (Online) https://pdfs.semanticscholar.org/ace7/fa04bb99a701b43c079c0a35cd91253e67fc.pdf

2.      Aarons, G. (2007). ' Transformational and Transactional Leadership: Association With Attitudes Toward Evidence-Based Practice.' https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1876730/

3.      Cavazotte, F. Moreno, V. Bernardo, J. (2013). ' Transformational Leaders and Work Performance: The Mediating Roles of Identification and Self-efficacy.' http://www.scielo.br/pdf/bar/v10n4/07.pdf

4.      Dawalabani, S. (2014). ' VALL]E, SYSTE,MS AND THE FUTURE OF LEADERSHIP.' http://www.memenomics.com/wp-content/uploads/2014/07/Leader-to-Leader-SED.pdf

5.      Kumar, K. Jain, K. Tiwary, R. (2013). ' LEADERSHIP ACTIVITIES AND THEIR IMPACT ON CREATING KNOWLEDGE IN ORGANIZATIONS.' https://www.regent.edu/acad/global/publications/ijls/new/vol8iss1/2kumar.pdf

6.      Kruger, J. (2008). ' PRODUCTIVITY AND STRUCTURAL CHANGE: A REVIEW OF THE LITERATURE.' http://www.vwl.tuwien.ac.at/hanappi/AgeSo/rp/Kr%C3%BCger_2008.pdf

7.      McCleskey, J. (2014). ' Situational, Transformational, and Transactional Leadership and Leadership Development.' Journal of Business Studies Quarterly 2014, Volume 5, Number 4 http://jbsq.org/wp-content/uploads/2014/06/June_2014_9.pdf

8.      Miller, B. (2012). 'Leadership Communication: the Three Levels.' https://www.mcgill.ca/engage/files/engage/leadership_communication_miller_2015.pdf

9.      Zhang, J. Schmidt, K. Li, H. (2016). ' An Integrated Diagnostic Framework to Manage Organization Sustainable Growth: An Empirical Case.' MDPI.

sohar leadership change management

Having considered the theory, research and science, characteristics of organizations identify and assess:

1. The seven structures and systems present in your organization
2. Analyze and describe how the present Leadership Value Systems and Structures in your organization impact on leadership, management and staff.
3. Consider and analyze differences to your competitors (local or global)
4. Consider to what extent are these differences positive points of differentiation or negative traits of the organization

In Sohar Aluminum, the leadership system has used the seven structures and vMems in a way that suits the needs and demands of the organization and the market of Oman and the Arabian Gulf. According to Reitter, (2014) Grave's theory has presented the vMemes in order to be in many fields of life including leadership. The purple is used in Sohar Aluminum for focusing on group work and employees relationships in order to maintain safety and protection of a one unit working together for presenting the best work for the business organization. The red structure is used for power and maintaining a stable level of business that can compete effectively with other rivals in the market. The blue structure is applied in order to ensure the organizational conformity, obeying authority and orders to meet the organizational values and goals. The orange system is used for meeting effectiveness and achieving the work as it should be done and using many ways to make it entrepreneurial and pragmatic. The green structure is applied in order to ensure communication between employees and leaders in order to assert the work as one community that work according certain goals whatever cultural diversity is there. Sharing ideas of others and showing true care is important and confirmed by the leadership using this system. Yellow system is applied through focus on learning via training employees and raising their awareness and educating them. The turquoise system is used and applied through the leadership holistic approach in including global ideas related to the aluminum industry as well as giving much care to the environment and relevant issues.   

In Sohar Aluminum, there is a focus on specific leadership value systems and structures which are the red and blue with tendency towards orange and green, this leads to many consequences as focusing on these two systems mainly make the leadership less communicative with employees and this reduces effectiveness of performance of many employees who suffer some problems and are in need for communication with leaders. The leadership of the organization prefers the transactional leadership style which leads to many problems and challenges within the organization yet there are many tries of many leaders to apply changes and apply the transformational leadership lately but there should be more flexibility in changing leadership styles. Miller, (2012) discussed the need and importance of communication skills in order to ensure effective leadership, he discussed three important levels of communication important for leaders which are the core communication skills, the team communication skills and the strategic and external communication skills. The leadership focus on the red and blue via the transactional leadership style mostly makes it difficult for employees to find enough time for communication with each other and with their leaders, focusing on rules, adequacy, power elements and authority yet the tries of applying transformational leadership have proved success in bringing in more communication opportunities. Transactional leadership makes it difficult for leaders to assign time for employees' complaints, needs and aspirations and this also makes it difficult for realizing the needs of training related to each employee. The transformational leadership style proved help the leadership to use other value systems that can enable leaders to have more time for communication and discussions with employees and this reduces the efficiency of the staff and makes them lacking the desire and time for innovation and creativity.

The aluminum industry in Oman and internationally face huge development and there are many aluminum companies in Oman such as World aluminum, ORAC Aluminum and OAPIL. The company is always competing other companies in the region of the Gulf and Middle East and this raises the need for effectiveness and efficiency of performance in the organization. This means the need for more innovation and creativity. There is a tendency in the leadership of other companies to apply other new and more flexible leadership styles such as the transformational leadership style. This makes them focus on other value systems such as the orange and the green rather than other structures of the value system. Sabir et al, (2012) discussed the transformational leadership style advantages and its effect on communication in the business organization, applying changes and innovations that can develop the business's performance and improve productivity and profitability. This raises the levels of competition between Sohar and other competitors in the local and global market as most companies are applying many innovations and changes through new leadership styles such as transformational leadership styles.

These differences between Sohar Aluminum and other competitors may lead to negative results on the company as it is a leading company in that field,   one of a slew of operational improvements logged by the company last year. Aluminium production of the company has jumped from 363,528 tonnes in 2014 to 377,186 tonnes in 2015 and the company is in need to keep this level of success and develop it as well. Positive points of applying the current leadership structures and the resulting differences between it and other rivals in the market may be the systematic methods of delivering work, exact delivery times of different orders and this raises the reputation of the company in the market as employees are very keen to be adequate and following the rules and instructions of leaders exactly as they are and on exact times. (Bloxsome, 2016)  

Now that you understand your organizations structure, consider your organizations sector. Critically analyze:

a.      How has your sector evolved?

b.      In what way do they differ to your competitors (local or global)

c.       To what extent are these differences positive points of differentiation or negative traits of the organization

Sohar Aluminum leadership structure yet has evolved to apply different techniques for being a strong sector in the aluminum market. The sector grew with the growing of the industry in Oman. According to Beauregard, (2007) the sector theory made by Hoyt, (1939) focused on life and career in USA and how to change leadership patterns in order to suit development and evolution of business and market. He explained how the sector theory focused on planning as a main component for career and sectors  evolution. In Sohar Aluminum, planning takes important part of interest by the leadership and it is important to set different types of plans and a variety of them. The sector theory also focused on identifying the neighborhood quality and efficiency in order to measure the levels of success, methods and techniques used by competitors and how to face them. Sohar aluminum sector also focused also on cooperation as a main component for evolution through applying the transformational leadership style as according to Jiang et al, (2017) transformational leadership has great impact on employees' performance and cooperation and it ensures sustainable change and effective employees' performance. Because Sohar Aluminum is a private sector company in Oman, it is trying to apply many changes in its leadership and management but this needs much more effort and more space for transformational leadership. Sohar tries to apply the organizational citizenship behavior in order to empower employees and set them into more communicative work environment. Evolution of the sector depended on the team work and team management by effective leadership, this was alongside with the development of the private sector in Oman as development of the private sector tended to apply transformations and changes in its leadership and management styles as many private companies have developed its leadership styles and applied complete transformational leadership in its organizations. This made the private sector play a very important role in developing the Omani economy. (Timesofoman, 2017)

Competitors in Oman all try hard to develop their organizations and find out the best ways of developing the aluminum industry. They all try to apply transformations and innovations. OARC for aluminum, for example, is trying to be a green field company in order to produce clean products that do not harm the environment and to produce new products that can suit the Omani society and the international market as well in order to innovate new products and new relevant pieces of product. There is a high desire for developing aluminum kitchen tools and provide new products that can compete and boost international aluminum resembling products. According to Anh, (2016) competition makes the company try to find new ways to improve its brand and this can be applied by effective leadership and innovative strategy, the company should be aware of all techniques used by other companies and rivals in order to boost them and present new techniques as well. Competition according to Swamy and Wamy, (2014) should be based on many types of analysis and comparing the company's conditions and strategies to others and leadership is responsible for finding the differences in leadership styles among companies locally and internationally, They confirmed the need to understand changes in other companies and how to apply it. Global competitors also are trying to apply changes but they focus more on innovation and creativity in the field of aluminum industry. They are trying to add new features to products and they are applying this through leadership. Leadership has become a global interest in all business organizations, they apply transformational leadership styles that encourage innovation, creativity, change and communicative approaches, global competition has become very severe because international companies depend mainly on the leadership style as there are attempts to change between different leadership styles that can affect the employees' productivity and understand their needs, their ambitions, their problems and their career plan. This is very helpful for any business organization as it helps it improve the employees' performance and in turn improves the organizational performance.

These points are in fact to some extent positive points for the organization. When realizing competitors' planning and leadership. They are positive because they can give the organization the light for following the same leadership strategy or applying change in the organization. The organization can make use of many leadership theories in order to compete other rivals in the market and it can use different leadership styles and change them according to the needs of the organization. The organization can compare its strategy in leadership and apply different leadership styles. It can for example use transactional leadership in order to ensure adequacy and order in the organization as according to Omar et al, (2013) transactional leadership is used in order to maintain order and assure authority in the organization. The organization then can alter the leadership style to be transformational in order to make the work environment more flexible and achieve changes that other organizations have achieved as according to Aarons, (2007) transformational leadership is able to apply changes and transformations and can encourage employees to communicate more with their leaders and suggest their ideas and innovations in order to maintain more flexibility and compete other companies' innovations.

   

Having examined change and transformation critically assess and analyze how to ensure your organization’s  continued growth and success, organizations need to undertake transformation and growth.  

a. What kinds of changes are taking place in your sector and what do you believe the most successful organizations are doing to embrace the changes required to deliver continued success?

b. To what extent is your organization at the forefront of this transformation (or maybe it is trailing some of the best organizations in the sector). Give examples of specific actions and leadership behaviors you are seeing to underpin your view.

In Sohar Aluminum, there are many changes that are occurring such as changing the leadership style to be transformational, changing the work environment to be more comfortable and relaxing and to apply changes in the type of products in order to be innovated and updated and coping new technology locally and internationally. The most successful organizations are always trying to apply different frameworks and theories in order to apply new leadership styles. These organizations also change leadership styles based on the organization's needs, the market needs, clients' wishes and how far the current used leadership styles are effective and what the advantages and disadvantages of each leadership style. This should be through many different types of analysis. Champan, (2002) discussed frameworks for analyzing current and potential leadership styles, evaluating them and methods for improving performance using transformational leadership style. He referred to two levels of change that should be regarded in business organizations which are the first order change and the second order change, he also referred to the qualitative changes within the organization and adjustments that can be done within it. He discussed that the system core shouldn't be changed but changes should be made as a development step towards innovation and creativity that can improve products' performance as well as the organizational performance. This can be applied in Sohar Aluminum when the leadership is more flexible and transformational leaders are able to choose the most suitable changes and apply them with the help of employees. According to () transformational leaders are able to guide their followers to apply the desired changes that can be applied through effective employee leaders programs where leaders are more able to communicate change with employees and identify new innovative methods for applying change from the employees themselves. Motivation is very important for employees who are asked to apply changes as they have to know why changes are taking place and what benefits they and the organization can gain from these changes. Analyzing the different levels of leadership in the organization is very important to be done before applying change as according to Milar, Hind and Magala, (2012) analyzing the current situation in the business organization is very important to ensure success of applying change. Another important thing discussed by them and that is done by successful organization to apply change is ensuring sustainability and this should be done after applying change and evaluating the results and consequences of it, sustainable change can ensure higher productivity levels and more profits to be gained from the right implementation of changes. 

The organization is doing well in applying transformations as there are many signs and examples representing these changes but it still needs more work in order to apply full transformational leadership that is able to apply the desired changes in innovation, creativity and in the work environment. It is clear that some leaders are trying to get the followers' commitment through applying changes in the work environment such as those leaders who applied discussion sessions and open discussions with employees in order to understand their needs, ambitions and complaints. Other examples are found in leaders who tried to change the offices of employees and try to make open areas for having break, restaurants where employees can enjoy free lunch meals together with their leaders and changing old office appliances with new more comfortable ones. Changes have left great positive effect on employees and made them more communicative and more job satisfied. Changes are also occurring in the way leaders are dealing with employees as leaders began to encourage employees to present innovative suggestions and new ideas for marketing the company's products. Employees' innovative ideas have been studied by leaders and the good suitable ones have been implemented. This lead to the emerge of new aluminum products that entered the Gulf market and an increase in exporting the innovated products as they became more competitive and required locally and internationally.  

Every organization faces challenges and problems, which can be driven from rapid growth or serious decline. Identify and critically assess:

a. The top two or three big issues your organization is facing

b. Key actions your organization needs to take to put it on a path of future sustainable success.

Rapid growth of Sohar Aluminum locally and internationally has led to some challenges that the company is facing now such as the low customer service, human resource risk and leadership shortfalls. These problems made great challenges that stand against achieving the desired changes and maintain sustainable success. The low customer service resulted from the high demand on the new products and the innovated products and this high demand made the company in need for delivering the products at exact deadlines and without delaying them but many delays have occurred and many customers have complained. According to Hall, (2002) customer service is very important for maintaining the company's good reputation as he discussed many techniques in order to maintain the satisfaction of clients and customers and that there should be scheduling and rescheduling systems for ensuring exact time delivery of purchased orders. Another challenge is the human resource risk as the organization is suffering changes that occurred to many employees who are resisting change as there are also leaders who resist change and are still using one leadership style such as transactional that doesn't accept innovative ideas needed for applying change, those employees are not feeling well or satisfied with change implementation and are not aware of the high need for such changes to the success and development of the organization. Some of those employees are not cooperative with the organization and they don't participate in the community events and discussions the organization is doing and there are also leaders who don't accept change and are encouraging those employees not to accept it. This has led the organization to face the challenge of losing its human resources and this means more loss and lower productivity and profitability. Those employees are in need for having awareness about the changes and why they are being applied and what they have to do in order to cope with these changes for their own welfare and for the organization's welfare. The third challenge is the leadership shortfalls as some leaders are not able to apply change as required for success and they are not acknowledged of all areas of change, those leaders sometimes face hinders that prevent them from applying change exactly as needed and they then fail to achieve the needed results from implementing change. Leaders who fail to apply change are sometimes not able of the right techniques for choosing the leadership styles and what frameworks can be chosen to apply change. They don't have the proper education or knowledge about the best ways of applying change and maintaining its sustainability within the business organization and in the market locally and internationally.    

For maintaining future sustainable success, Sohar Aluminum should take some main actions as according to Batruch, (2017) sustainability of change can be gained by facing the difficulties and challenges and finding effective solutions for facing them and keep sustainable success. The organization is asked to provide the right training for both employees and leaders before applying any changes and transformations because training can help them be ready for applying the change and it can prepare them to apply changes and accept them. Leaders in particular are in bad need for receiving training before applying changes and transformation as they should be well acknowledged about the reason the organization is applying change. Education should be provided for employees and leaders in order to raise their awareness regarding the need for change and what suitable framework and theories that should be used to apply new leadership styles that can be effective and more suitable for change implementation. There should also be suitable climate for change and the work environment should be developed to suit the new changes and make employees more ready for communicating changes with their leaders.

References

1.      Aarons, G. (2007). ' Transformational and Transactional Leadership: Association With Attitudes Toward Evidence-Based Practice.' https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1876730/

2.      Batruch, C. (2017). ' Climate change and sustainability in the energy sector.' Journal of World Energy, Law and Business.' https://academic.oup.com/jwelb/article/10/5/444/4565586

3.      Bloxsome, N. (2016). 'Sohar Aluminium achieves new production record.' http://www.aluminiumtoday.com/news/view/sohar-aluminium-achieves-new-production-record

4.      Champan, J. (2002). ' A framework for transformational change in organisations.' http://www.emeraldinsight.com/doi/full/10.1108/01437730210414535

5.      Hall, R. (2002). ' Excellent customer service: Don't try to practice without it!.' http://journals.lww.com/thehearingjournal/fulltext/2002/07000/Excellent_customer_service__Don_t_try_to_practice.5.aspx

6.      Millar, C. Magala, S. Hind, P. (2012). ' Sustainability and the need for change: organisational change and transformational vision.' Journal of Organizational Change Management, Vol. 25 Issue: 4, pp.489-500, https://doi.org/10.1108/09534811211239272

7.      Miller, B. (2012). 'Leadership Communication: the Three Levels.' https://www.mcgill.ca/engage/files/engage/leadership_communication_miller_2015.pdf

8.      Omar, Z. Silong, A. Suandi, T. Mahdinezahad, M. (2013). 'Transformational, Transactional Leadership Styles and Job Performance of Academic Leaders.' https://files.eric.ed.gov/fulltext/EJ1068712.pdf

9.      Reitter, N. (2014). 'Clare W. Graves and the Turn of Our Times.' Journal of Conscious Evolution Issue 11, 2014 http://cejournal.org/wp-content/uploads/2012/06/Reitter.pdf

10.  Sabir, M. Javed, H. Chaudhry, A. (2012). 'THE IMPACT OF TRANSFORMATIONAL AND TRANSACTIONAL LEADERSHIP STYLES ON THE MOTIVATION OF EMPLOYEES IN PAKISTAN.' Pakistan Economic and Social Review Volume 50, No. 2 (Winter 2012), pp. 223-231http://results.pu.edu.pk/images/journal/pesr/PDF-FILES/7%20CHAUDHRY%20Motivation%20of%20Banking%20Employees%20in%20Pakistan_v50_no2_2012.pdf

11.  Swamy, R. Wamy, N. (2014). 'Leadership Styles.' Advances in Management. Vol 7. Feb. 2014. https://www.mnsu.edu/activities/leadership/leadership_styles.pdf

marketing

Introduction

Marketing has become different today than it was in past times due to the different changes in global business and new marketing strategies which raised the methods of trade worldwide and made business companies compete on high levels and try different innovative marketing trends in order to get a good position in the global market. The current report is discussing marketing and its segmentations in reference to an article which is peer reviewed and written by Goyat, (2011) about the basis of market segmentation as this report is using other articles to critically analyze the current article showing how it presents marketing issues such as the role of marketing segmentations, traditional segmentation bases, benefits of segmentation and the variables used for segmentation. The report is also evaluating segmentation using other two articles with reference to the Omani market segmentations and examples on this with a conclusion that gets an overall idea of the presented report.

Summary

The bases of marketing today is change as it is considered the most important element for ensuring success as this makes businesses try to find innovated marketing strategies to invade the market. An important market strategy is marketing segmentation which means to divide the market to segments of consumers with different needs. There are traditional segmentation bases for the market such as geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Segment analysis uses traditional dimension reducing techniques as cluster analysis for recognizing many segmentation bases. The main steps of the need based market segmentation are needs based segmentation, Segment Identification For each needs-based segment, assessing the attractiveness of the segments, evaluating segment profitability and making segment positioning for each segment.

There are benefits for segmentation of the market including the benefits companies gain such as the increased competition among market segments as segmentation diversify customers and business companies try to produce goods that are distinguished according to each customers category as they suit their needs and demands which raises competition and bring to the market many new brands. Segmentation can also suggest new trade trends to reach customers better. The study can suggest new segmentation areas such as the Enneagram technique that depended on studying customers behaviors and psychology in order to make new segmentations. Theoretical foundation of market segmentation can be useful in segmenting the market in a way that ensures competitive advantage. 

An evaluation of the article on segmentation using other articles

The current article of Goyat, (2011) suggests many things related to market segmentation such as the importance of the traditional techniques in identifying the segmentation bases such as the various categorical data analysis tests that can be applied to assess the surrounding environment and measure the customers' needs; these methods are effective in identifying the nature of the market, consumers behaviors and needs as according to Thomas, (2007), these traditional techniques have proved its effectiveness in realizing the way customers think and what needs are changing but Thomas, (2007) added some more techniques such as enlarging the area where the tests are made as this increases the scope of competition among companies and gives them more information, he referred to the geographic segmentation as a common way in market segmentation these traditional techniques depend on and mentioned that the geographic segmentation can be a way to other segmentation techniques. Goyat, (2011) didn't focus too much on the geographic segmentation and stated that it can be used with other segmentations such as the behavioral segmentation that can tell how to address customers through their behaviors. Lynn, (2011) also discussed segmentation bases and discussed the same segmentation techniques adding that the market should be segmented according to a wide range of variables that can depend on the business type, the market and the customer and that they can be changed when needed. Thomas, (2007) added other market segmentations such as media segmentation, time segmentation and price segmentation.

Goyat, (2011) referred to the steps in market segmentations such as choosing a product category for study and finding a basis for market segmenting as he referred to the importance of creativity and managerial insight to achieve that step and to how to make a segmentation plan for doing the third step which is selecting segmentation descriptors for variables identifying and after that the fourth step which is analyzing the segments to find risks and opportunities in each market to go to the fifth step which is selecting the target markets. Premkanth, (2012) explained these steps in a simplified way as he simply referred to the degree of customers satisfaction in deciding the steps by investigating a number of factors that tell how far customers satisfaction can decide the steps of segmentation as he referred that customer satisfaction is related to the marketing mix and they can decide the steps of segmentation. Lynn, (2011) discussed the same matter referring to a number of market attributes that can state the steps of penetrating the market and segmenting it according to the types of variables that identify the customers' needs and then to list literally hundreds of different variables, analyzing them, and gradually preparing the list to see which ones of those variables produce segments or groupings of consumers that are most useful.

Goyat, (2011) was good in setting the bases of market segmentation strategy by referring to four major customers' characteristics which are the geographic, the demographic, the psychographic and the behavioral. He clearly explained and presented this issue by providing examples for the different variables related to those characteristics such as region, population density and climate related to the geographic segmentation, age, gender, family size, income and education and others related to the demographic segmentation, he referred to variables related to the psychographic segmentation including interests, activities, opinions, values and attitudes and to the behavioral segmentation such as benefits sought,  usage rate,  brand Loyalty,  user status,  readiness to buy and  occasions. Thomas, (2007) confirmed the previous segmentation variables of Goyat but he added the media segmentation, time segmentation and price segmentation as he tried to tell that using the media can be more helpful in segmentation the market as it can reach new areas of audiences, he also tried to focus on time segmentation which is less common but can be effectively used for making a brand image at a very certain point of time when feeling customers need that brand image, he referred to the price segmentation as it depends on people's incomes in different areas and how they can react to a product according to its price as there are segmentations that should be made for the luxury goods and brands for example and others for lowest income customers. Lynn, (2011)confirmed the opinions of Goyat, (2011) but had a different opinion that says that demographic and psychographic variables are poor predictors of brand choice although they are preferred by many businesses in market segmentation. 

Goyat, (2011) discussed how companies should be careful in identifying the suitable market for them and for their products as segmentation should be carefully made in order to raise profits and reach competitive advantage. This was also approved by Thomas, (2007) but he added that there are some mistakes companies make in segmentation such as segmenting a segment and overlooking the bases as this can lead to targeting people instead of profit. Lynn, (2011) also referred to that conclusion added that change is better than stability even there is a good level of success as stability may be dangerous so market segmentation should be liable for change.

An application of the evaluation to the Omani market

Oman is a Gulf country that has many different businesses beginning from simple trailers and to big oil companies and each business has its method in the market segmentation strategy. Oman's geographic is distinguished and can provide many opportunities for businesses to segment the market to areas as its capital Muscat is known as a tourist place preferred to begin business by many international companies.  Oman shares borders with the Republic of Yemen to its south-west, the Kingdom of Saudi Arabia to the west and the United Arab Emirates to the north. It has sovereignty over a number of small islands in the Oman Sea and the Strait of Hormuz such as Salamah and Her Daughters, as well as Masirah and the Hallaniyat Islands in the Arabian Sea which makes market segmentation is easy by following the needs of the people in Oman. Its demographics also tell that it can be segmented as its population is big and they are of good income in addition to the different education segments the country has. People's behaviors in Oman can also provide good segmentation bases as most people like shopping which makes it a good place for trailer businesses and international luxury brands. People's behaviors are also referring to a high purchasing level as Gulf people prefer to purchase new innovated products and also using new shopping strategies such as online shopping and there are many shopping sites online where Omani people can online purchasing what they need. (Omandimographic, 2016) Oman is a country where businesses can make use of the psychographics in Oman such as people's interests, opinions, values and attitudes as people in Oman can be classified to traditional and modern people and this can be mixed with their demographic characteristics such as age, gender and others as when businesses target those age categories between 18 and 35 they can find new innovated ideas and modern life lived by the Omani youth where many new products can be marketed there and targeting those categories by providing them with new creative types of goods and products that suit the lifestyle they are leading such as mobile phones, tablet devices and their accessories as well as other relevant products that the Omani youth is seeking today. Other categories of segmentation bases include older people who seek traditional products and handicrafts that are very expensive today and they can be relevant to the Omani traditions and give people a touch of the past. According to the previous analysis, Oman is a country where new segmentation bases can be effective to be used such as price segmentation and time segmentation in order to target special society categories as there are different nationalities and incomes in that vivid country. (Omaninfo, 2016) 

Conclusion and Recommendation

In conclusion, it is good to refer to the different methods and strategies in market segmentation as there are traditional ways of analyzing the market and focusing on the different segmentation bases such as the main characteristics of customers which can be clear in the main four categories including the geographic segmentation with its basic elements such as area, place and space, demographic segmentation related to the different age, gender, income and education characteristics and the behavioral segmentation that relates to people's interests, attitudes, values, interests and tradition. There are other market segmentation strategies that can depend on time segmentation, price segmentation and media segmentation in addition to building a brand that suits the needs of the customers and attract them. It is recommended that business entities can make deep analysis t the market and customer needs in order to identify how to segment the markets they are trying to invade as the successful analysis can ensure a good strategic marketing plan based on the segmentation system followed by the company and this can in turn ensure success, profit and competitive advantage. It is also recommended that the Omani market should be studied deeply by any company that seeks success as the segmentation of the market needs continuous change and this can update the product types and present new segmentation categories to the Omani market.

Managing across cultures

It is important to realize the need for managing a work environment that is characterized with multicultural forces as this means to apply new leadership styles that can find solutions for the problems relevant to cultural diversity. The diversity of cultures in work environment can lead to different fights and misunderstandings as a result of the change in languages, religion and other issues. This means that communication may be difficult within employees and each other. Then management should be able to discuss the different problems with employees and focusing on what they really suffer and need to feel satisfied with their jobs.