Planning for Growth: A Case Study of Airdri Ltd

This report assesses the growth opportunities for Airdri Ltd, a leading manufacturer of commercial hand dryers. It includes an overview of the organisation, VRIO analysis, Porter's Generic Framework, SWOT analysis, PESTLE analysis, and Ansoff Matrix. It also discusses the sources of funding available to SMEs.

Planning for Growth

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Overview of respective organisation...........................................................................................3
Small and Medium-sized Enterprise (SME)...............................................................................4
VRIO Analysis............................................................................................................................4
Porter's Generic Framework........................................................................................................6
SWOT Analysis..........................................................................................................................7
PESTLE Analysis........................................................................................................................7
ANSOFF Matrix..........................................................................................................................8
TASK 2............................................................................................................................................9
Sources of funding available to SMEs........................................................................................9
Types of sources..........................................................................................................................9
TYPES OF SOURCES:.................................................................................................................11
RECOMMENDATION............................................................................................................12
TASK 3..........................................................................................................................................12
TASK 4..........................................................................................................................................16
Exit: success and failure............................................................................................................16
Growth and succession in the family business..........................................................................17
Succession Planning..................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Growth in business environment is determined as a point or situation of expansion where
a business organisation attains additional units of sale of products or services. For instance, this
process includes development of strategic plan as well as execution of determined plan towards
achievement of goals and objectives. The plan of action taken into consideration is comprised of
various factors and aspects that results in impacting upon organisational success and growth. In
addition to that, these essential factors and aspects include organisational structure, quality of
products, purpose of organisation, pricing strategies, etc. Airdri ltd is a leading manufacturer of
commercial hand dryers engaged in providing a variety of quality hand dryers. Products offered
by respective business organisation could be easily found at restaurants, cafes, public wash-
rooms, etc. This report assessment will be comprised of insightful information and knowledge
contributed with the application of various different frameworks and models. Furthermore, it will
be further highlighting several factors and aspects which impact upon organisational growth as
well as leading to future opportunities for expansion with context of respective business
organisation.
MAIN BODY
TASK 1
Overview of respective organisation
Airdri has been established in the year 1974, by two mechanical engineers in order to
provide innovative and creative product to customers. The respective business organisation is
engaged in providing Best in class energy efficient products which incurs small amount of
energy and could be operated with just 200 watts. Hand dryers offered by respective organisation
are claimed to be eliminating 98% of micro airborne organisms which further contribute towards
health of people in society (Airdri, 2022).
Representatives engaged in management practices in respective business organisation are
determined at achievement of organisational goals and objectives. For instance, planning for
growth plays a crucial role in ensuring organisational success and growth with consideration of
factors and aspects in development of efficient strategies to be implemented in carrying out
operations and activities. In order to ensure growth of business organisation, Airdri is determined

at providing customers with premium quality of hand dryers with elegant designs in order to
attract higher amount of customers towards the same.
Competitive advantage is determined as attributes or quality of an business organisation
which facilitates in manufacturing and supplying better goods or services from their major
competitor brands in the market. For instance, attractive and elegant designs as well as variety of
products offered by the respective organisation is determined as their competitive advantage over
other competition brands in the market.
Small and Medium-sized Enterprise (SME) , as well as variety of products offered by respective
organisation,
Small and Medium-sized Enterprise is determined as business entity operating upon a
small or medium scale. For instance, SMEs in a business organisation are referred to those
entities who operates with less than 250 employees and a annual turnover within 50 million
euros. Being a SME, Airdri offers their products within geographical boundaries of United
Kingdom.
VRIO Analysis
Resources / Capabilities Valuable Rare Inimitable Organised
Elegant designs Yes Yes - Yes
Human Resource Yes Yes Yes Yes
Finance Yes - - Yes
Intellectual property Yes Yes Yes -

Figure 1: VRIO: From Firm Resources to Competitive Advantage, 2016
(Source: VRIO: From Firm Resources to Competitive Advantage, 2016)
RESOURCE ANALYSIS
Elegant designs  Valuable: Elegant and attractive
designs of hand dryers provided by
respective organisation contributes
additional values in attracting
customers towards the same
(Ariwibowo, Saputro and Haryanto,
2021).
 Rare: These elegant designs are rare as
it provides competitive advantage to
respective organisation over other
competitors.
 Organised: Airdri is determined at
serving customers with attractive

designs of products.
Human Resource  Valuable: Skilled workforce engaged
in workplace of respective organisation
which contribute additional values
towards respective organisation.
 Rare: HR representatives of respective
company are determined at selection of
employees upon a specified criteria.
 Inimitable: Workforce of Airdri cannot
be copied by other competitive brands
in the market.
 Organised: Employees engaged in
respective organisation are provided
with opportunities to initiate efforts
with best of their potential (Vargas-
Hernández and López, 2021).
Finance  Valuable: Efficient strategies in
decision-making of finance contributes
various values to respective
organisation.
 Organised: With the efficient
allocation of acquired funds, respective
organisation ensure achievement of
organisation goals and objectives.
Intellectual property  Valuable: Intellectual property of a
particular organisation results in
providing various values towards
respective business organisation.
 Rare: With copyrights and patents,
respective organisation secures their

intellectual property.
 Inimitable: these intellectual properties
cannot be copied by any other
individual or organisation (Ngo, 2021).
The primary and major strength of VRIO framework lies in analysing and determining
various essential resources of a particular business organisation.
The determined resources could be further provided with additional efforts in order to
ensure organisational growth.
Porter's Generic Framework
Figure 2: Porter’s Generic Strategies: Differentiation, Cost Leadership and Focus, 2021
(Source: Porter’s Generic Strategies: Differentiation, Cost Leadership and Focus, 2021)

 Cost Leadership: This strategy is determined at increasing market share with reduction
in price as well as profitability of business organisation by reducing cost of production
(Ali and Anwar, 2021).
 Differentiation: This strategy is aimed at catering differentiated products that serves a
USP which is different from other competitors in the market.
 Focus: This strategy revolves around a specific segment of customers with two different
variants which are as follow:
o Cost Focus: In this particular strategy, a business organisation seeks cost
advantage by serving a specific segment of customers.
o Differentiation Focus: This strategy is aimed at a narrow customer base
or segment by providing them with better and differentiated product.
Cost Leadership is determined as most suitable and appropriate strategy for respective
business organisation to be taken into consideration for future growth and development.
Though, Airdri is providing quality products into market but these products are served at
quite higher prices as compared to other competition brands engaged in the same.
Furthermore, reducing cost of products will facilitate respective company in attracting
additional customers as well as retaining existing customer base (Okatahi and et. al., 2021).

SWOT Analysis
Strengths
 Elegant and stylish designs of
products: The respective organisation
has been providing attractive and
elegant designs of hand dryers in order
to attract higher amount of customers
(Benzaghta and et. al., 2021).
Weaknesses
 Higher cost: Products offered by
Airdri are quite expensive as compared
to other competition brands in the
market (Jonibek, 2021).
Opportunities
 Increasing awareness of cleanliness
and bathroom accessories: Increasing
awareness among people in society for
maintaining hygiene will facilitate in
Threats
 Market Competition: Being a part of
competitive business environment,
competition in the market including V
Jet, Heavy Duty, Dolphy, etc. results in

attracting customer base towards
products offered by respective
organisation.
being a major threat for respective
organisation in accomplishment of
desired goals and objectives
(Djellabi and et. al., 2021).
With the spread of awareness of cleanliness and hygiene, Airdri will be able to serve
customers with a variety of hand dryers with attractive designs.
PESTLE Analysis
Political Factors
 Political Stability: Being operating in the UK, Airdri is facilitated with economic
stability which further contributes towards carrying out operations and practices.
Economic Factors

 Increasing income: Increasing income of customers in society allows customers in
purchasing additional accessories in order to maintain better lifestyle. For instance, it will
result in favour of Airdri as customers will be able to afford their products (Thomas and
et. al., 2021).
Social Factors
 Awareness for hygiene: Cleanliness and hygiene are major concern of people which will
contribute additional values towards increase in sales for products offered by respective
company.
Technological Factors
 Advancement of technology: Implementation of advanced technological components in
carrying out operations and activities in order to produce quality products at lower cost.
For instance, it includes computer software, computer hardware, machinery, etc.
Legal Factors
 Corporate Business laws and regulations: The respective organisation is needed to be
abide by laws and regulations in carrying out their operations and activities. For instance,
there are various corporate laws and regulations including consumer protection, contract
law, employees protection, etc. which results in impacting upon business organisations
(Phan, 2021).
Environmental Factors
 Sustainability: Products offered by respective business organisation incurs small amount
of energy to be operated which facilitates in contributing additional values towards
sustainability in environment.
PESTEL Analysis framework results in identification and determination of external
factors impacting upon operations and activities of respective organisation.
With the spread of awareness of sustainability and hygiene, it results in creation of huge
opportunity for respective business organisation to attract customers towards their products by
highlighting these triggers in their efficient marketing practices (Sari and et. al., 2021).

ANSOFF Matrix
Figure 3: Understanding the Ansoff Matrix, 2021
(Source: Understanding the Ansoff Matrix, 2021)
 Market Penetration: This strategy is determined at increasing sales of existing products
of a business organisation in existing markets (Weiwei, 2021). For instance, reducing
existing prices and increasing promotional practices are primary considerations taken into
account for increasing sales of existing products of company.
o Advantages: Primary advantage of market penetration lies in attaining a
competitive advantage in the existing market with existing products.
o Disadvantages: Lower margins of profit, possible harm to brand image,
and pricing war are determined as major disadvantages associated with
market penetration.
 Product Development: This strategy is aimed at introducing new products into existing
market. Additional investment in Research & Development is taken into consideration in
order to design and develop new product to be served to customers in existing market.
o Advantages: Development of new product will facilitate in conquering
opportunities with changing market trends and consumer preferneces.
o Disadvantages: Risk factor and additional cost are major disadvantages
associated with product development.

 Diversification: This strategy is determined at stepping into a new market with existing
products of the respective business organisation (Yuzhu, 2021). Furthermore, it provides
with greatest potential for new entrants as it opens up an entirely new marketplace for the
particular business organisation.
o Advantages: Entering into an additional market with new product
minimises risk of loss for particular business organisation.
o Disadvantages: Requirement of entirely new skills and abilities in order
to diversify into new market with new product.
 Market development: This strategy is aimed at entering a new market with new
products introduced by a business organisation. For instance, it is determined at
expansion of business unit internationally or regionally in order to serve higher amount of
customers in the market.
o Advantages: Access to higher amount of customer base is major
advantage of market development.
o Disadvantages: Expansion of business unit into a new market requires
large capital investment which results in being a major disadvantage of the
particular strategy.
Diversification is determined as most suitable strategy in order to expand business unit in
other economic nations. For instance, it will further facilitate in increasing sales of products
offered by respective organisation by serving a higher amount of customer base in other
economic markets (Setiawan and Dhewanto, 2021).
TASK 2
Sources of funding available to SMEs
Sources of funding is determined as available sources to business organisation in order to
accumulate and raise funds for carrying out operations and activities. For instance, these
available sources of raising funds include retained earnings, debt capital, equity capital, etc.
Funds acquired through these sources further facilitates in fuelling up operations and activities of

respective organisation. Furthermore, these funds are borrowed in the return of providing them
with part of ownership or paying them back with interest (Langemeier, 2020).
Types of sources
There are various different sources of funding available to SMEs in order to fuel up their
operations and activities. For instance, these different types of sources are differentiated on
several basis or characteristics which are further determined as follows:
Long Term Borrowings- These sources of funding are determined as long term liabilities that a
business organisation owes to their creditors which are payable beyond a period of 3 years. For
instance, this source of funding is classified or determined as non-current liability upon balance
sheet of particular business organisation. There are various types of sources available for long
term borrowings which are as follows:
Equity shares: This source of long-term borrowing is most preferred among different available
options which allows a business organisation in raising funds from issuing a specific part of
ownership to general public. People investing in these shares are provided with share of rights,
right to vote, and claim assets of that particular company or organisation.
Loan from financial institutions: It is referred to borrowing funds from bank in order to carry
out business operations and activities to generate revenue out of the same. For instance, the
amount is needed to be repaid with an additional amount of interest according to borrowed
duration of time.
 Strength: The primary and foremost strength of long term borrowings lies in getting
facilitated with long term support from investors which helps in building a healthy and
strong relationship with investors. For instance, it will result in contributing additional
values towards financial stability as respective organisation will not be required to
introduce new financing patterns (Katabi, and Dimoso, 2018). Weakness: Major pitfall associated with long term borrowings is that it results in
restricting upon monthly cash flow in particular duration of time.
Medium Term Borrowings- It is referred to borrowing of funds from available sources with a
specified period of repayment between 2 to 3 years. In addition to that, Medium term borrowings
are taken into consideration by business organisations in order to fuel up their small to medium
scale operations and activities.

Bank Loan: This source is meant by acquiring funds from bank with a specified duration of
repayment between 1 to 3 years. For instance, borrowers are required to deposit collateral against
acquiring funds from banks.
Public Deposits: It is referred to unsecured deposits from general people in society invited by
companies in order to fuel their capital needs which generally ranges from 6 to 36 moths.
 Strength: Fixed interest rates is considered as most essential strength of medium term
borrowings which further facilitates in determination of fixed monthly cost to business. Weakness: Longer application procedures are determined as major weakness of
medium term borrowings.
Short Term Borrowings- This source of funding basically referred to borrowing small amount of
funds in a view of repayment within a year. For instance, this source of funding is generally
considered by business organisations in order to bridge issues of flow of cash in carrying out
operations and activities.
Short term Bank Loans: It is meant by acquiring funds from bank in order to be repaid with
additional interest within a year.
Account payable: This source of funding is described as amount owed by a business
organisation to their suppliers and vendors for purchase of goods or services.
 Strength: The major strength of short term borrowings lies in ease in acquiring funds
from various available sources.
 Weakness: Short term loans are specifically provided with small amount of funds to
customers in society (Fusarelli, Fusarelli and Riddick, 2018).
ADVANTAGES AND DISADVANTAGES:
BASIS ADVANTAGES DISADVANTAGES
Long Term Borrowings  Low interest rates
 Benefits in tax
 Threat of drastic
degradation of Credit
score.
Medium Term Borrowings  Regular Payments
 Enhances credit score
 Longer application
procedures
 Interference of
collateral
Short Term Borrowings  Quick Payout  High interest rates

 Uncomplicated
procedures
 Penalty over early
repayment
TYPES OF SOURCES:
Internal sources- This source of funding is referred to acquiring and allocation of funds from
within the respective business organisation. For instance, it does not involve presence of any
representative from outside business organisation.
Owners’ equity: It is basically determined as investment of owner in business organisation from
his personal savings in order to fulfil financial needs and requirements.
 Advantage: No need or requirement to repay amount as well as lower risk.
 Disadvantage: Dilution of ownership, higher cost, and more time and efforts are some
major drawbacks of owner's equity.
Friends and Family: This internal source of funding is determined at acquiring funds from
friends or family of owner in an unofficial manner.
 Advantage: Lower or interest free rates is primary advantage of borrowing funds from
friends and family. Disadvantage: Threat of harm to relationship of owner with lender in case of inability of
repayment.
External Sources- It refers to available sources of acquiring funds from outside of organisation
premises which facilitates in carrying out additional operations and activities. For instance, it
involves presence of representative or entity outside of a particular business organisation.
Venture capital: This external source of funding is referred to an individual or organisation
which provides financial support to businesses or start ups that are believed to have strong
potential of growth.
 Advantage: Large amount of capital could be raised through this source of funding.
 Disadvantage: Funds provided in this source are in return of ownership or stake which
results in reducing ownership of Founder.
Bank Loan: It is basically referred to raising funds through a financial institution.
 Advantage: Bank loan facilitates in reducing tax payable by a business organisation.
 Disadvantage: Higher interest rates and eligibility is major drawback in raising funds
through Bank Loan (Peters-Hawkins, Reed, and Kingsberry, 2018).

RECOMMENDATION
In order to expand business operations, Airdri requires a large amount of investment
which directly eliminates internal sources of funding. For instance, Venture Capital is
determined as most suitable and appropriate source of raising funds available to respective
organisation. Though, it will result in losing a small amount of ownership but it will further
facilitate in acquiring a large amount of funds for carrying out operations and activities.5
TASK 3
A BUSINES PLAN FOR GROWTH (TEMPLATE) OF Airdri , DATE: 2021-22
Airdri
EXECUTIVE SUMMARY:
BACKGROUND OF YOUR BUSINESS: It was established in 1974 by two mechanical
engineers in United Kingdom. The respective organisation is engaged in manufacturing of hand
dryers to customers in market.
VISION: To become leading business organisation in terms of innovation and technology.
MISSION: To promote hygiene and cleanliness with efficient technological aspects.
OBJECTIVE: To increase market share by 5% in time duration of one year.
GOAL: Expansion of business with additional sales unit of products.
NATURE PRODUCT: Ensuring expansion of existing products into market with
consideration of new strategies.
STAKEHOLDERS: Investors, Employees, Customers, Suppliers, etc. are primary
stakeholders to respective business organisation.
OPERTIONAL PLANS: Serving customers with innovative hand dryers with advanced
technology of minimum energy consumption.
MARKETING PLANS: Social media and search engine optimization are considered as major
mediums for promotional practices.
RESOURCES: Primary and foremost of resources used by respective business organisation are
Manpower, Machinery, equipments, Plant, Finances, etc.
TIME LINE:
GANTT CHART ON TIME LINE: (BELOW THE TEMPLATE)
SWOT PLANS: (BULLET POINTS)

RISK FACTORS: Increasing market competition and higher prices charged by respective
organisation are determined as major risk factors.
Vision
The long term vision of Airdri is to become leading business organisation engaged in
manufacturing and supplying innovative products to customers all around the world. For
instance, respective organisation is determined at development of new and innovative products
with advanced technology to be served to customers in society.
Mission
The mission of respective organisation lies in promoting hygiene and cleanliness in
society.
Objectives
 To increase market share of company's products by 5% in upcoming year.
 To reduce prices by 10% in order to increase sales of products in market within 2 months.
Goal
The primary organisational goal lies in expansion of business with additional sales of
products offered by respective business organisation. For instance, it also includes prevention of
factors and aspects that results in being a barrier to growth and expansion of respective company
(Hopp, and Greene, 2018).
Stakeholders
Stakeholders Role/ Detail
 Employees Workforce is considered as most valuable asset in a
company as it facilitates in carrying out operations and
activities in workplace of respective business organisation
in order to achieve organisational goals and objectives.
 Customers Operations and activities carried out in a business
organisation are oriented upon fulfilment of consumer
demands.
 Suppliers Suppliers plays a major in ensuring effective and efficient
completion of tasks and operations in a business

organisation as it facilitates in providing raw materials to
businesses in order to produce their final product.
 Investors Investors could be individual or organisation which
contributes towards respective business organisation with
financial support in raising funds.
Capital Funding
The suitable and appropriate sources of funding available to respective business
organisation is determined as Venture capital. For instance, Airdri has strength of innovative and
quality product with a high growth potential which will ease respective organisation in
generating funds from Venture capitalists against a part of ownership of respective business
organisation (Hanák, and Grežo, 2020).
Operational Plan
 Who: Workforce engaged in workplace of respective organisation is required to
implement newly developed strategies in order to contribute towards expansion of
business.
 What: Adaptation of advanced technologies in order to produce products with lesser cost
of production in order to provide customers with low prices.
 Where: Operations and activities for expansion is needed to be carried out in additional
business unit of respective organisation.
 How: Representatives engaged in management practices will be allocating tasks and
operations with clarity in order to ensure effective and efficient completion of the same.
 How much: In order to expand operations of respective organisation, it will be involving
huge costs in carrying out the same.
Resources Plan
Resources Allocation
 Raw materials/Input Raw materials including electric motor, copper
wiring, fan blade, and other electrical
components are taken into account for
manufacturing of final product to be served

into market.
 Manpower Human resource or workforce facilitates in
execution of strategic plan in workplace in
order to carry out operations and activities in
an efficient manner.
 Machinery & equipments Machinery and equipments contribute values in
production or manufacturing of products to be
served to customers.
 Adaptation of latest technology Technological components and aspects
facilitates in manufacturing of final product
with minimising cost of production and
improvisation of quality of products.
Technology Plan
There is a huge necessity of technology in development of innovative and creative
product or service to be served to customers. For instance, technological elements used in
manufacturing of products offered by respective organisation will further facilitate in minimising
cost of production as well as enhancement of quality of products (Masciocchi, 2020). Primary
technological elements required in Airdri includes applications and software, system of sales
records, efficient internet services, etc.
Risk Factors
 Insufficient efforts of employees engaged in workplace could lead to inefficient
completion of tasks and operations.
 Inability of respective organisation in maintaining healthy customer relationship could
result in reducing customer base.
 Inappropriate approach towards management and leadership could lead to degradation of
quality of final product.
Marketing Plan
In order to promote and advertise Hand products offered by Airdri, Digital marketing
practices have been taken into consideration including social media platform and search engine

optimization. For instance, this marketing approach will lead to attract maximum customers
towards products offered by respective organisation as these platforms are determined as most
effective marketing practices.
Time Frame

SWOT Plan
Strengths
 Innovative and Creative product
 Attractive designs
Weaknesses
 Limited Area served by respective
organisation
 Lack of R&D department for
effective decision-making practices
Opportunities
 Global expansion into emerging
economies
 Efficient marketing strategies
Threats
 Imitable innovative idea
 Increasing market competition
There is a huge opportunity for Airdri to step up in global markets in order to serve
higher amount of customers residing in different economic nations (Dodds, Dimanche, and
Sadowski, 2018).
TASK 4
Exit: success and failure
Main ways an owner exit the business
 Liquidation: It is determined as process of dissolvent of business unit by selling off
assets to claimants of respective business organisation in order to pay-off debt (Souto,
and Rodríguez-López, 2021). For instance, this exit option is most commonly preferred
by owners in order to exit from that particular business.
◦ Advantage of liquidation lies in paying off to creditors by converting assets into cash.
◦ Need for repaying director's overdrawn account remains major disadvantage of
liquidation procedure.

 Selling out business unit: This way of taking exit from business is referred to as selling
out the entire business unit to an individual or organisation with complete ownership over
that particular business.
◦ Advantage of selling out a business lies in facilitating previous owner with
opportunity to focus upon other business opportunities in market.
◦ Loss of ownership over a good revenue stream remains a major disadvantage of
selling out a business.
Key reasons for business failures
Internal reasons: It refers to factors or aspects from within the organisation which resulted in
impacting upon operations and activities of respective business organisation. For instance, there
are various internal reasons including inefficient strategic plan, low expertise, unskilled
workforce, etc.
External reasons: High taxation rates, change in government policies, recessions, etc. are
determined as major external reasons which results in being a major reason for business failure
(Cotei, and Farhat, 2018).
CONCLUSION
From the above report it can be concluded that development is a key aspect for Small
business to grow and sustain in the marketplace. The businesses need to constantly work over
their growth and success in order to retain themselves in the industry and increase their
profitability. Beside this the project covers sever analysis of their external and internal
environment through number of analytical frameworks such as PESTEL, VRIO, SWOT, Ansoff
and others. The analysis of these models provided information regarding the growth option
which exist for the firm and which can enable them to induce their performance along with
gaining more profits. The company is suggested to stay in the existing market and increase their
customer base by implying effective marketing strategies. Moving further, financial sources are
examined in the report through which the company can secure funds to support their plans.
Venture capital financial sources are most suited for the entity after the evaluation conducted. At
the end a business plan is developed with the outline of how company show proceed with their
goals for further development and to gain competitive position in the market amongst the
competitors.

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