Battle-Wk08-Business Model Assessment

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Battle 1 Assignment #4 (Week 8): Business Model Assessment Final Project Genisis Battle MGMT600 November 26, 2023

Battle 2 Assignment #4 (Week 8): Business Model Assessment Final Project Introduction The Second Continental Congress founded the United States (US) Army on June 14, 1775, and it is the oldest branch of the US military. “Originally formed to protect the freedom of the first 13 colonies, the Army has evolved and grown from this small militia force into the world's premier fighting force” (The History and Roles of the U.S. Army, 2019). It is considered the largest and oldest armed forces branch consisting of 953,676 total uniformed personnel (official data as of July 31, 2023). The United States Army is well established all over the world. However, it all begins at either Fort Benning, GA, Fort Jackson, SC, Fort Leonard Wood, MO, Fort Sill, OK, and Fort Knox, KY. These are the bases where soldiers will attend basic training, and it is where they officially start their military career. The Army’s purpose is to serve the American people, defend the nation, protect vital national interests, and fulfill national military responsibilities. Its mission is, “to deploy, fight and win our nation’s wars by providing ready, prompt and sustained land dominance by Army forces across the full spectrum of conflict as part of the joint force” (The Army’s Vision and Strategy | the United States Army, n.d.). When delving into the United States Army via the lens of the BMC, it becomes apparent that certain metaphorical constructs and framing mechanisms play pivotal roles in decoding its vast intricacies. My Role My role in this organization was as a human resources specialist. I took care of several things that include, but are not limited to, Soldiers Record Brief (SRB) updates, leave, and policy updates. There were also times that my time was dedicated to training the others in my section. I

Battle 3 trained them to be efficient in the tasks that were given to us. I would take time to do training in things like how to set up board packets correctly, how to keep control of all the people and where they are attached to in the battalions, and how to do specific things that came along with taking leave out of the country. All these things are integral to maintaining a proper and functioning Brigade. Because I was a part of Brigade S1, it was my job to ensure that all the battalions attached to the brigade were up to date on the latest information. In this Brigade, there were three battalions. One of strictly personnel, the second was for training officers, and the last was specifically for training AIT soldiers. No matter what the battalion oversaw, it was my job to ensure that everyone was on the same page and all of the policies that were in place were followed by everyone who was a part of the Brigade. Post-It Discussion

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Battle 4 Identification of Theoretical/Behavioral Trends Patterns and Designs The foundational patterns and designs of the United States Army have stood the test of time. They are one of the oldest branches and are constantly evolving to meet demands. The demands of the Army are simple and include day-to-day competition across the globe, responding to crises both at home and abroad, preparing for conflict, and implementing transformational change to ensure readiness. The Army must be ready to win in any competition, they must be ready to respond to a crisis, and the Army must always be ready to deploy, fight, and win in any conflict. They have several key partners who are central to their operational matrix . Such associations signal a profound pattern of collaboration, symbolizing an unwavering commitment to global peace, security, and diplomacy (Osterwalder & Pigneur, 2010). Strategy As for a strategical point of view, the US Army’s blueprint is expertly crafted. The Army seeks to ensure domestic tranquility while championing global peace. This is shown through the several benefits that the Army provides to its personnel. Things like health care and dental care, guaranteed salaries, and unparalleled job security to those who can conform to the Army’s standards. Not to mention, all the benefits that come in the civilian side of things. Things like military discounts on things like clothes and shoes to restaurants and discounted admission prices. The military then proceeds to take care of its people once they have left. Veteran’s benefits are just as helpful as the ones received while actively serving.

Battle 5 Metaphoric Application: Morgan’s Metaphors Gareth Morgan's insightful metaphors present an innovative lens to comprehend organizational structures (Morgan, 1986). The metaphor of the "machine" is particularly resonant when discussing the U.S Army. From the fuelers to infantry, from medics to cooks, everyone plays their own important role. Morgan’s machine metaphor highlights the Army’s systematic nature and helps implement the need for constant modernization. The Army is often described as a machine due to its highly organized and structured nature. The machine aspect comes into play in such a way that when one part of the machine is not working, it affects the whole machine. One simple example of this could be when in a specific Brigade, the S1 shop is closed due to staff issues. If there is only one person working in a shop, they are not able to attend to every person that needs help, therefore causing another issue somewhere else like staff duty. If staff duty needs to check on leave packets that have been submitted so that they can sign people out properly, the S1 needs to be up and running. Without that, staff duty will not be able to do their job. Framing Application: Bolman & Deal's Frames. Bolman and Deal's intricate frames provide another illuminating perspective (Bolman & Deal, 2017). The U.S Army predominantly aligns with the structural frame, characterized by established goals, specialized roles, and delineated formal relationships. Things like rigorous training regimes to contradict reorganization with awards all come together to create a design that prioritizes exceptional functionality. The Army’s dedication to its personnel’s welfare shows its commitment to encouraging relationships between human aspirations and objectives.

Battle 6 Appropriate Theory, Metaphors, and Frames The Army focuses on sustainability and preparation to ensure that their soldiers are ready and fit to fight when the time comes. The business model has enabled the Army to showcase several aspects to which it can maintain its demands. Each section of the business model breaks down a specific aspect to the Army that describes the different operations that are involved with making the Army run smoothly. In theory, this business model canvas has the capability to be reviewed and allow change in the way it works. Although the Army has done things the same way for years, they are always prepared to change and become more modernized to fit in with the current needs to protect the people they serve. Osterwalder/Pigneur Breakdown The Osterwalder and Pigneur business model canvas has nine sections included. These sections contain key partners, key activities, key resources, value propositions (what the Army offers), customer relationships, channels, customer segments, cost structure, and revenue streams. When creating a business model, each of these sections play their own role in evaluating the business itself. To start with, the key resources of the United States Army include other D.O.D US military branches such as the Air Force, Marines, and Navy. They also include allied and partner nations which include, but are not limited to, the Noth Atlantic Treaty Organization (NATO), the North American Aerospace Defense Command with Canada (NORAD), and the Australia, New Zealand, and US Security Treaty (ANZUS). Next, we have key activities. The Army has several key activities. Some of those are combined arms operations and special operations forces. The Army also is always ready to set and sustain the theater for the joint forces and to integrate

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Battle 7 national, multinational, and joint power on land. As for key resources, the main key resource that will always be in need is training aids and supplies. Without these basic things, it would be very hard to ensure all soldiers are prepared and ready for whatever obstacles get put in their way. When it comes to the value propositions that the Army can offer, the list is endless. They will always offer a guaranteed paycheck along with bonuses during your time in the service. The education benefits are an amazing opportunity as well. Not only do they pay for soldiers to go to school, but once they retire, they continue to pay tuition to veterans who are willing to pursue their education. Along with education benefits, they give a guaranteed 30 days of annual paid vacation and for the majority, tax-free room, board, and allowance. While not everyone can live in the barracks, the Army provides an extra set of allowances for those with families to help pay for any rent they may come about. Lastly, offer wise, the Army is a great place for travel. Whether it be for leave purposes or to transfer to a new duty station, travel is inevitable while in the military. As for the next sections, some of these are very similar to the key partners. Customer relationships and customer segments include the allied and partner nations, several government agencies, foreign governments, and some civilian contractors. The list of government agencies that have relationships with the United States Army is extensive. These agencies include, but are not limited to, the Defense Contract Management Agency (DCMA), Defense Security Cooperation Agency (DSCA), National Geospatial-Intelligence Agency (NGA), Uniformed Services University of the Health Sciences (USUHS), and the Defense Criminal Investigative Service (DCIS). All these agencies are prepared to assist the Army in whatever way they deem fit to ensure they have what they need and when they need it. The channels that the Army has are things like the US Congress and joint training events. A lot of people assume that the President

Battle 8 oversees the military, however, that is not fully true. While the President may have general authority to make certain decisions, Congress is the one who has the most direct power to declare war. “The principle behind this is that no one person should put the burden of war on the entire country, and such a choice should instead require the masses’ approval. As U.S. Supreme Court Justice Joseph Story wrote in 1838, “[I]t should therefore be difficult in a republic to declare war; but not to make peace.” This is why the Constitution grants Congress the power to declare war and not the president” (Stennis, 2021). Lastly, we have cost structure and revenue stream. All the money that the Army receives is usually from the Department of Defense (DOD), the Presidential budget, and based on the current fiscal year United Stated Defense budget proposal. It may seem that seeing as though the US Army is a government agency, while only being a small individual in the mix, it feels like they do not allot much towards the funding. Recommendations for Improvements The Business Model Canvas is a management and entrepreneurial tool. It allows you to design, invent, and pivot your business model. It breaks your business model down into easily understood segments. Each of these segments can be changed to focus on each specific organization that they are being used for. When it comes to recommendations for improvements, the business canvas can be fixed in a lot of ways. To start, the categories that they have listed, like customer relationships, key partners, and customer segments, are essentially the same thing. When researching the topics under the organization of the United States Army, a lot of the interactions that they deal with are always with the same people. Some things that can also be improved are the information that fills the sections. For instance, things like the cost structure and revenue streams could be evaluated more. The United States Army has a decent amount of

Battle 9 money that goes towards their budget, but a lot of times, when you experience it firsthand, that money does not go a long way. When you think about it, all the training, equipment, etc. costs a lot of money to provide and maintain. How they determine what is spent and where is all dealt with around the same time that the budget comes out and at that time, it could possibly be too late for anything to change. Conclusion The U.S Army's representation through the Business Model Canvas paints an amazingly painted picture of an institution steeped in tradition yet constantly evolving to meet the demands of the country is protects. The history of the Army has, and always will be, important to the business side of this model. While they love to stick with what they know, things like new allies and partners allow for change in the business model canvas. The dual application of Morgan's machine metaphor and Bolman & Deal's framing methodologies serves to interpret its elaborate patterns, designs, and strategies. When it comes to the canvas itself, the business model has enabled the Army to showcase several aspects to which it can maintain its demands. For organizations as significant as the U.S Army, such thorough understanding is essential. It not only charts the course for potential paths but also solidifies or recalibrates existing pathways.

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Battle 10 References Bolman, L. G., & Deal, T. E. (2017). Reframing organizations: Artistry, choice, and leadership. John Wiley & Sons. Morgan, G. (1986). Images of Organization Sage Publications. Beverly Hills, CA. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers (Vol. 1). John Wiley & Sons. Stennis, J. at. (2021, May 18). Military Power and Congress. Stennis Center for Public Service. https://stennis.gov/new-brief-military-power-and-congress/ The Army’s Vision and Strategy | The United States Army. (n.d.). The Army’s Vision and Strategy | the United States Army. https://www.army.mil/about/ the History and Roles of the U.S. Army . (2019). Military.com. https://www.military.com/join- armed-forces/us-army-overview.html

Battle-Wk08-Business Model Assessment

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