Schaffner edited2 STRATEGIC PLAN AND PRESENTATION FINAL

Running Header: STRATEGIC PLAN AND PRESENTATION 1
Strategic Plan and Presentation
Stacey J. Schaffner
STR/581
August 14, 2015
Dr. Robert Krell

STRATEGIC PLAN AND PRESENTATION 2
Table of Contents
Introduction………………………………………………………………….. 3
Executive Summary Introduction……………………………………………..3
Executive Summary Steps and Goals…………………………….…………...4
Executive Summary Plan Goals………………………………………………5
Company History and Background………………………………………..5, 6
Company Mission…………………………………………………………….6
Company Vision……………………………………………………………...6
Value Statements……………………………………………………………..6
Environmental Scan…………………………………………………………..7
Strategies for Organization……………………………..…………………….8
Recommended Strategy………………………………………………………9
Implementation Plan………………………………………………………10, 11
Contingency Plan and Risk……………………………………………,…11, 12
Conclusion……………………………………………………………………13
References…………………………………………………………………….14

Introduction
The following will attempt to find the best strategic plan for the organization Urban
Engineers Inc. Explaining the history of the company, the company’s background, and
redefining the mission and vision statements to articulate the direction of the organization, and
explain the strategy. Different strategies will be discussed as well as the best strategy or goals
needed to follow the mission. The approach is supported by the mission and vision of the
company, goals required to stay on the path of the strategy, and the steps to achieve the goals.
The procedure includes an environmental scan, analysis, integration of the plan, implementation,
and a contingency plan. “Strategic planning is an organizational management activity that is used
to set priorities, focus energy and resources, strengthen operations, ensure that employees and
other stakeholders are working toward common goals, establish agreement around intended
outcomes, and assess and adjust the organization's direction in response to a changing
environment. Effective strategic planning articulates not only where an organization is going and
the actions needed to make progress, but also how it will know if it is successful” (2015,
Balanced Scorecard Institute).
Executive Summary
Urban Engineers has a long history of responding to clients' requirements, implementing
projects in a proficient mode, and working as a healthy organization. Special recognition of
deserving employees, developing new systems, and continuing to follow the goals of the
organization, are a few examples of the way Urban strives for excellence. Urban is always
striving to maintain a reputation that coincides with the company's mission statement while
monitoring operations using innovation and the vision for the future of the enterprise.

• Client Satisfaction – the results of "Operation Feedback" will be logged and tracked. A
customer score will be maintained within 10% of the previous year.
• Employee Participation- Employees can make suggestions to the Urban ISO Quality
Management System.
• Improved Processes- updates to the ISO manual, procedures, forms, and work
instructions are logged as they are performed. These methods should be continually evaluated
and revised. At least five enhancements should be made in each calendar year.
• Education and Training- Corporate will provide 12 training courses per year.
Attendance of the courses will be logged.
• Knowledge and Resources- Monthly posts will be logged, the benchmark will be 25
Knowledge assets per month.
• Business Goals- 6 goals will be measured by executives against the prior year and the
current year projections.
1) Net Sales increase by 7%. (With a tolerance of +/- 2%)
2) Direct Labor Hours increase by 5%
3) Improve Billability by 1%
4) General Time Hours, decrease 8250 hours by 1%
5) General Time %, not more than 15% in Design and 12% in Construction
6) Backlog Net In-house fee- increase 10%
 Improve communication of Formulating Excellence throughout Urban.

 Improve the level of confidence throughout the company.
 Be recommended as a place to work by our employees.
 Maintain or improve the quality of services.
 Maintain or improve standing in engineering fields as viewed by a client or in
comparison to competitors.
"Urban's Program Management Group is composed of leaders in the engineering
profession who develop programs to implement systems for simple, complex, and interdependent
projects. Precise execution of the project development process, from the planning stages through
construction and activation, is essential to providing quality projects on time and within budget.
Urban employees are thoroughly familiar with the different facets of project evolution, planning,
design, procurement, construction, and activation. The Program Management Group will take
responsible charge of the process, serving as an extension of staff or providing oversight to
support the client's goal to control TIME, COST and QUALITY" (2013, Urban Engineers).
Company History and Background
Urban has emerged as an engineering, management, and scientific leader since its
inception in 1960 in the City of Philadelphia. The vision of our founders, shared and enhanced
by a new generation of ownership, carries us to great accomplishments and allows us to achieve,
and often exceed, the goals of our assignments and the expectations of our clients.
The Urban Organization is proud of its history of effective response to the dynamic needs
of our clients and is committed to executing all assignments in a professional manner, pursuing
excellence in all endeavors, and functioning as a financially healthy organization. It is also our

aim to foster a work environment that affords all members of the organization the opportunity to
achieve their professional and personal goals.
Company Mission and Vision
“We will strive to be our clients' first choice for planning, engineering, and management
excellence. Urban is a growing organization, committed to being the first choice of its clients. By
providing innovation, technical excellence, and on-time performance, we create value for a
proud family. Urban values a diverse workforce. We believe that building a workforce through
inclusion, acceptance, understanding, and respect of diverse cultures and backgrounds leads to
the production of fresh ideas, personal and professional growth for our staff, and ultimately
better projects and service to our clients. Urban is a strong supporter of sustainable design and
management efforts to create a harmoniously built environment by reducing the use of non-
renewable resources and minimizing environmental impact. We employ many LEED® AP
credentialed professionals, offer in-house LEED training, and encourage environmental
consciousness through such efforts as paper recycling, car share programs, and pretax deductions
for transit fares. . The firm recognizes that its employees, in combination with the leadership and
systems developed, will continue to elevate the performance and reputation of the Urban
Organization in the coming years. We are committed to providing the resources of our
organization beyond traditional expectations to achieve the goals of the assignments we are
privileged to pursue on our clients' behalf” (2015, Urban Engineers).
Value Statements
Value Discipline examines three different areas; Operating Excellence, Product
Leadership, and Customer Intimacy. Studying the trouble with the Management at Urban will

involve Operating Excellence and Leadership. Operating excellence is always important, and
there are many ways a company can show they are working excellently. Management operations
are essential for the flow of the business. Urban Inc. prides their company on Operating
Excellence. Commitment, Culture, Diversity and Sustainability, incorporated into their plans.
Regardless what type of project they are working on they support their mission statement and
continue to support the original task of the company.
Environmental Scan
Urban Engineers handles measuring the land to build roads, bridges, connecting systems
of transportation, research, and more. The most significant strengths of the internal environment
are planning and design. Transportation is linked to health and quality of life. The designing of
structures, roads, bridges, and transport systems enable the public to get to work and anywhere
else. The technical planning done by professional engineers must be precise, most importantly
the company must have their operations clearly in order. Safety and following standards for
building structures or road plans must be correctly measured and tested. The entire group is
responsible. Surveyors measure space and direction with unique (GIS) Geographic Information
Systems, Drafting Engineers measure, and finely design blueprints, running through the
hierarchy system. Performing simulations to set safety standards, setting the directions of
highways and traffic is a particular technological occupation, using models and forecasting what
could happen on a busy street during rush hour. The external environment involves three factors:
industry, operating, and remote. Ecology needs to be protected while building. Issues with
hazardous waste, groundwater, and checking water quality are all responsibilities that keep
Urban's high standards of safety measures. Codes are set and need to be followed to build
infrastructure that holds up millions of people.

Effective planning of activities is sometimes a weakness. Depending on the reliability of
the crew, inclement weather conditions, or something going wrong on the job; estimating for the
time, quality, and costs are very difficult. Actions for arising conflicts, or conditions that are
unable to be predicted or controlled is a weakness that only preventive measures such as drills
and proactive leadership can handle.
Strategies
Generic Strategies are classified into four main groups. Competitive advantage, Cost
Leadership, Differentiation, and Focus Strategies. Generic strategies are used to gain insight on
the product, pricing, increasing market value and finding ways to create barriers using product
differentiation. Creating a barrier to entry allows the company to benefit from the new product
differences. Organizations produce and sell merchandise or services want to make their
company's product different. Consumers are looking for the best, the newest, innovative product.
If the product is improving and changing with innovative ideas and technology, it enables
growth, sustains the market share, heightening the brand popularity are all methods facilitating
organizational growth. Using a generic strategy facilitates growth focusing more on the product
line, customers, and sales.
Urban Engineers has many projects going on in all different departments. If a job is
finished by the Survey crew and the head of the department signs off on it as completed and
correct, it then is a project ready for construction. If the chief of the division overlooks an
important detail because they are not paying attention or using updated software, there will be
compatibility problems and the mistakes will not be found. Sometimes they are found when it is
too late and puts the company in a compromising position. Technology is the most valuable tool
when measuring by GPS, taking the perfect measurement is essential. The field crew is often

working in 90-degree heat, cold temperatures, even standing in bodies of water. The labor these
men put in can be intoxicating. To prevent mistakes, all field work, and drafting must be checked
and re-checked.
Urban does more to energize and motivate not only employees but their families.
Offering many activities for the employees to involve their children; going out of their way to
visit schools to teach children about Photogrammetry, GPS Satellites, and mapping. Urban has
also won the Urban Engineers was ranked for the second consecutive year as one of the
Healthiest Employers in the Philadelphia Region in the Philadelphia Business Journal's annual
competition.
Urban attributes its success to offering employees some health and wellness initiatives.
The firm provides blood work and screenings, as well as frequent lunch and learns with
presentations providing healthy lunch options and speakers discussing different health topics.
The company also has a free gym, bike share and offers discounts on health care premiums to
employees who, after undergoing a physical, enter their numbers into a health risk assessment.
This is the fifth year that the Business Journal has partnered with the independent research firm,
Healthiest Employers of Indianapolis, to run the competition. This was Urban's second time
submitting for the recognition (2015, UrbanEngineers.com).
The Grand Strategy Matrix is the highest level, most important, based on the elements of
Rapid Market Growth, Slow Market Growth, Strong Competitive Position, and Weak
Competitive Position. Grand Strategies concentrate on the longer term building of other
strategies, set in a Matrix and read by Quadrants. The four quadrant matrix is a model that shows
all organizations positioned to interpret easily and select the appropriate strategy. "The critical
area of management is to select suitably the strategy cohesive with the firms' market and

competitive position. The Grand Strategy Matrix does it an easy going job. It helps analysis of
the post of the organization, and choice of best strategy in accord with the publicized market and
competitive situation. In a broad term, "Grand Strategy Matrix can be described as two
evaluative dimensions namely market growth and competitive position. In each quadrant of the
matrix, the apt strategies are enlisted in sequential order for each organization or division
keeping in view the attractiveness in each quadrant of the matrix" (Kasi, 2010).
Urban Engineers has a very diverse group of stakeholders. The resources they use range
from natural raw materials, to hazardous waste, expensive equipment, and a lot of advanced
technologies. Urban is a great example of how different actions are functioning at a fundamental
level compared to the corporate level. Although they are all working toward the same result,
there is a different perspective. Employee standards and codes for not only the safety of the
workers, but people walking on a road, driving a car across a bridge, playing at a park, or even
working in a building. Someone had the precise job of measuring that lot, writing blueprints and
drafts, building, checking codes, and working as a team for their client. Urban is a good
company, treats their employees well, and promotes internally. Improving and keeping our
infrastructure from falling around us, has significantly increased the need for Engineers, safe
building, and proactive safety.
Recommended Strategy
Urban has many different departments, each having separate problems and strategies that
need to be implemented. The strategy that works best for the entire company is the unity that
Urban establishes as an organization and family. Urban’s commitment to giving back to their
employees and their families is apparent in many different ways. Company parties, “take your
child to work day”, and other special events that unite the company not just as coworkers but

inviting the family, and establishing security is most important for the organization. Urban uses
strategies that make each employee feel valued and secure in their position. The employees react
by representing Urban Engineers and feeling a sense of pride in their business. Attitude and
behaviors reflect back on the company, so the employees and the executives find ways of helping
one another succeed.
Implementation
Urban Engineers is an organization that creates better transportation resources. By
building new roads, measuring land, counting the amount of traffic, adding lanes or redirecting
the flow of traffic, as well as bridges, and other means of transportation. Roadway Lighting,
street and pedestrian lighting, and many other safety measures for drivers, pedestrians, bikers,
and public transportation users. Data collection, traffic impact studies, assessments on
pedestrian, and road safety audits, are all researched and tested for risk management and resource
allocation. Resource allocation is the method of handling properties and organizing materials
throughout an organization. Resources may include raw materials, software and hardware such
as tangible assets or tools. Strategically dividing assets for balancing the needs are priorities of
the company. The research and development are the most valuable resource. Risk management
and resource allocation both depend on reliable R&D. Successful implementation of strategies
and critical success factors are the result of the increased research and development, and Urban's
commitment to "green engineering". Resource Allocation is also used to define the sequence of
events to take full advantage of limited resources and gain the best yield. Organizations must
first determine the result or desired goal, for example, revenue increases, the reputation of the
brand, or more efficient or effective productivity.
Contingency Plan and Risk Management

Risk Management also is controlled by proper planning. The plans are written, the
employees collect the appropriate information, plans are double checked, data is entered and
checked to be sure that no mistakes slip through the system. The risk management department is
highly trained and supervised in codes, security, proper inspections, and ISO quality insurance.
"Registered with the International Organization for Standardization (ISO) since May 2000,
Urban Engineers strives to improve its quality system continually. Through ISO, Urban's various
work processes are documented and controlled. In this way, Urban can understand exactly how
we do our work, resulting in a standardization of excellence, as well as measurable maintenance
and improvement in our client communications and overall project management. This quality
system has enabled Urban to maintain competitiveness in the current work environment and
paves the way for the firm's future successes. The International Organization for Standardization,
commonly referred to as ISO, is a worldwide federation of national standard bodies. It handles
establishing and maintaining a Quality Management System (QMS) for organizations that
provide services or manufacture goods. What sets the ISO 9001:2008 Certified quality standard
apart from many other quality methodologies is the accreditation process, which requires the
organization to be "registered" and continually audited to maintain this registration" (2013,
Urban Engineers).
The risk management method delivers a layout of development plans, arrangements, and
techniques to forestall the numerous results. Business owners constantly need to monitor the
health of their company. Original plans sometimes fail, in that case, there needs to be a
secondary or backup plan. Contingency planning is part of the risk management process. Risk
Management is the first plan, then if something goes wrong Contingency planning is the backup
plan. Contingency plans have become more specialized in recent years. Business managers now

realize the different situations that could occur, and that they require a different type of solution.
Now businesses have contingency plans for disaster, emergency, and crisis management. The
reaction is contingent, depending on the situation.
Conclusion
Urban Engineers has been a leader in engineering since 1960. Implementing the correct
strategies, monitoring risks, and continuing to "formulate excellence" in all of their departments
will ensure that Urban will keep the reputation they have earned while using innovative
techniques to keep them following the vision of the company. Hiring top employees for the
fundamental operations, business, to the top executives will allow Urban to use their expertise
for many years. Expanding the knowledge of the company with continuing education and
incentives to attract valuable employees makes Urban Engineers a company that will be passed
on through many more generations.

References
Balanced Scorecard Institute (1998-2015) Strategy Management Group
http://balancedscorecard.org/Resources/Strategic-Planning-Basics
Griffin, D. (2015) Demand Media. Generic Strategies.
http://smallbusiness.chron.com/four- generic-strategies-strategic-business-units-use-
496.html
MBA Tutorials, (2010) Kasi. The Grand Strategy Matrix.
http://www.mba-tutorials.com/strategy/1145-grand-strategy-matrix.html
Strategy 1.1 Communicate “Formulating Excellence” both internally and externally. (AJS,
AJW) Strategies, Objectives and Action Plan (12/07/2009) Urban Engineers Portal
http://knowledge.urbanengineers.com/assets/Strategic%20Plan%20Goals
The Tracey & Wiersema Value Discipline Model – Part 1BY ADMIN – 22/02/2012. POSTED
IN: ENTERPRISE ARCHITECTURE FRAMEWORKS
http://www.enterprise-advocate.com/2012/02/the-tracey-wiersema-value-discipline-
model-part-1/
Urban Engineers Inc. (2015) Formulating Excellence: IN THE NEWS.
http://urbanengineers.com/wordpress1/category/news/
Urban Engineers Inc., (2015) Corporate Overview/ "About Us."
http://urbanengineers.com/about_us/corpoverview.html

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