Internal factors
Strength
- Notably, the company has acquired prime properties like the “crystal palace” and the availability of a wide array of assets in helicopters, airplanes, and ambulances that ensure the future of business of the ORNGE Company despite the problems that it is facing (Legislation Assembly of Ontario 2013).
- The new CEO of the ORNGE ambulance Company is a significant strength to the company. His hands-on leadership skills and honorable philosophies have really helped to keep the company afloat despite the numerous allegations that are facing the company (Donovan, Talaga, and Ferguson 1).
Weakness
- Lack of accountability due to serious allegations about questionable practices and too much secrecy surrounding the organization (Legislation Assembly of Ontario 2013).
- Incompetent staff due to inadequate training especially the staff at the call center that lack knowledge as well as background in the medical field to establish if they should turn down the requests in case the requests did not meet ORNGE’s guidelines.
- Notably, Donovan, Talaga, and Ferguson (2012) state that the interiors of the new helicopter fleet present major deficiencies compromising patient’s safety.
- Arguably, the lack of discrete qualities in some team members may have caused unnecessary backlash in the eye of the public (Donovan, Talaga, and Ferguson 6). The staff members who believe that the proper avenue of raising concerns in the company is through leaking information to the media may cause further damage if it goes unchecked.
External factors
Opportunities
- For several years now, the province of Ontario has relied on the services provided by ORNGE ambulance services. As a result, the company still has a large share in the marketplace for providing ambulance services. This means that the company can clean up its name and continue serving the people of Ontario without major customer fallout (Donovan, Talaga, and Ferguson 1).
Threats
- Lack of faith from the people of Canada due to scandals involving the past management and other issues questioning the competence of the ORNGE workforce due to corruption and personal gain strategies (Legislation Assembly of Ontario 2013).
- Questionable safety in their aircraft and road ambulances that may have led to the deaths of several patients may also affect the trust of the customers from Ontario (Donovan, Talaga, and Ferguson 5).
- Since the Canadian media was not used to a transparent leadership strategy from ORNGE, they are still skeptical to believe everything that the new leadership presents to them (Donovan, Talaga, and Ferguson 7).
Alternatives
- Secondly, the company should consider ordering its own media team that would ensure that all the strategies followed by the company get to the people of Ontario without being twisted by the skeptic Canadian media.
References
Donovan., Talaga., & Ferguson. Shady deals at ORNGE. Province blasted over ORNGE: Toronto Star, 2012, March 22, 2012.
Legislation Assembly of Ontario. Special report, auditor general: ORNGE air ambulance and related services, 2013.
