Business Consultancy Project

This document provides insights on business consultancy projects, focusing on the needs, analysis, options, and action plan for successful implementation. It explores the case of Alexandra Style, a hair dresser salon in the UK, and discusses the impact of political, economic, social, technological, legal, and environmental factors on its operations. The document also covers cost-benefit analysis, risk assessment, and marketing plan for launching new beauty services. It offers valuable guidance for understanding customer preferences, reducing costs, and maximizing profitability in the beauty industry.

Business Consultancy Project
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EXECUTIVE SUMMARY
The report summarises the needs to business consultancy projects in the hour of help to various
organisations. Business consultants have huge experiences and in dept knowledge about specific
field. Alexandra Style is selected business for the report that is a hair dresser salon in UK. The
salon offers wide variants of services to its customers as per their demands. It has effective staff
and uses advanced techniques while serving customers. Situational analysis is done through
PESTLE analysis and SWOT analysis for identifying the issues that the salon is facing in the
market. Further, cost benefit analysis as well as business case are taken as options to move in
leading directions. A detailed action plan is also explained and prepared that includes major aims
and objectives, appropriate tools, stakeholder analysis, risk assessment and action plan for facing
tough situation in coming duration.
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EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
SITUATIONAL ANALYSIS..........................................................................................................4
OPTIONS........................................................................................................................................7
SPECIFIC PROJECT AND DETIALED ACTION PLAN..........................................................11
Aim & Objectives......................................................................................................................11
Risk assessment.........................................................................................................................11
Stakeholders analysis.................................................................................................................12
Action plan.................................................................................................................................13
Vision:............................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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INTRODUCTION
Business consultancy project is mentioned to a document that engrosses advice of consultant
expert in relation with specific subject or field. Consultancy project involves an individual who
have huge knowledge about the pertaining conditions and also gives effective advises for
completing of project in successful modes (Andler, 2016). Business consultant engages with the
project and fully dedicates the thoughts and ideas from initiation of working to end which shows
victorious outcomes. A consultant saves times of its clients, provides them professional advices
that convert their resources into revenues within stipulated duration. To gain understanding about
business consultancy project, Alexandra Style is considered which is a unisex hair dresser
established at Edgware, UK. The company is born at chic place in which each client enjoys
special attention. The entity is specialised in styling hair, pedicure, manicure, waxing and many
more for enhancing along with maintaining appearance of an individual. The hair dresser saloon
addresses all things of clients through listening their preferences first and then ensuring to
provide effective service to make them happy. The report is prepared by considering on three
parts. First part is all about situational analysis through using suitable frameworks and
identification of problems. The second part provided assessment of various options to the
company through appropriate model or theory. Third part covers explanation of entire project
and detailed action plan for the organisation.
SITUATIONAL ANALYSIS
Situational analysis is characterised as collection of methods which are opted by
organisational managers for the purpose of analysing internal addition to external business
environment to gain insights about internal strength and weakness together with external trends
(Chiraya, 2015). Through this, managers of Alexandra Style evaluates entire conditions and
focuses on factors which have huge impacts or influences on operations, practices and actions of
the company.
Business analysis tools
Business analysis tools are mentioned to set of techniques of methods that provide
understanding of business environment and helps in identifying problems. The main purposes of
these models are to get best results as business solutions. Following are some of business
analysis tools that are taken into consideration by administrators of Alexandra Style:
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PESTLE Analysis: This is the tool through which macro environmental factors are scanned
which have huge role in impacting business operations (Cunha, 2018). In present era, there are
diverse numbers of factors that influence business in strategic planning. The key factors that
influence practices of Alexandra Style are as analysis:
Political factor: Stability or instability of political system, barriers of trade and taxation
rates are key political factors that are taken into knowledge by a company that operations in a
nation. UK’s political environment has fair and powerful political authorities that time to time
organise programmes and guidelines for beauty cultural field that assist Alexandra Style to work
in accordance with the guidelines which impacts positively on its activities. However, Due to
Covid – 19, government of UK has changed rules for salon business and introduction of new
rates of taxation that showed drastic influences on performance of the salon.
Economic factor: Unemployment rates, instable business cycle and changing rates of
business loans are certain economic factors that influence performances of the companies. It is
analysed that economy of UK is more developed as well as oriented to market. Addition to this,
No deal Brexit has resulted in increasing prices for cosmetic commodities, instable inflation rates
and reduction in rates on loans that impacts operations of Alexandra Style to huge level.
Social factor: The facts along with experiences which influence attitudes, lifestyles together
with personality of an individual are said to social factors. In UK, market trends are changing
rapidly and this influences Alexandra Style to follow latest fashions as well as providing training
to its staff accordingly so that they can meet all social choices that involves haircuts, bleaches,
facial, waxing, make up and so on that impacts positively of the offering safe salon services.
Technological: Innovation and automation in techniques used by a company are part of
technological factor (Graham and Bertels, 2017). Organisations that operate in UK generally
focus on adopting updates and latest techniques for providing fast and effective services to large
customers. In case with Alexandra Style, it adopts innovative and advanced technology for
offering facilities and services that makes customer comfortable in its salon. Along with this, it
also uses laser treatments in order to reduce pimples as well as clean face that impact positively
on its performance as this all satisfies needs of customers in beauty field.
Legal: It illustrates about the aspect in which legislations impacts the manner in which a
business operate together with consumers behave. In UK, different types of legislations are
imposed by the political system that are necessary to be adhered by all companies. For example,
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Fair packaging & labelling act, Drug & cosmetic act and hence forth are some legislations that
cosmetic salon companies have to adhere. Moreover, by following all the governed legislations,
Alexandra Style team provide safe facilities to customers and gained recognition in the tough
competition which impacts positively on its image.
Environmental: Society members and government of UK are focusing more on protecting
environment from harmful effects. For this, managers of Alexandra Style close the salon for
some time when unfavourable weather conditions exist. Along with this, the salon is working
towards becoming green and for this it is following all environmental safety mechanisms. It also
uses high quality products for skin care which removes dead skin cells and makes face of
customers glowing and happier that impacts positively on the operations of the salon.
SWOT Analysis: Another business analysis tool is SWOT analysis that is effective strategic
analysis technique that is opted by business concerns to recognise their strengths, weaknesses,
opportunities and threats. In context to Alexandra Style, SWOT analysis is below:
Strengths Weaknesses
 Alexandra Style has effective staffs
which have good experience in styling
and dressing hairs and make ups.
 The salon offers wide range of services
and facilities at affordable prices (Hall,
2015).
 The entity uses updated and innovative
techniques to make customers happy
through providing cosmetic services.
 The salon has limited equipments and
small area of room in which limited
people are only accompanied.
 Managers of Alexandra Style do not
prefer to delegate powers to staff
members.
Opportunities Threats
 Alexandra Style has opportunity to open
new branch of the salon in new location.
 It can also provide training to manpower
in terms of hairstyling and dressing that
will make them more efficient in their
works.
 One of threat with Alexandra Style is
fierce competition from top players
that are Matrix and many more in
cosmetic industry.
 Due to limited power delegation, the
company has least growth in market
(Huerta and Minderman, 2019).
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Industrial trends
It has been analysed that the emerging trends in health and cosmetic industry includes
usage of skin care products from earth, doll look then any heavy makeup, instant fix for
brightening skins and improving bags on faces (Trends in the Beauty industry, 2018). As per the
managers of Alexander Styles, they are focusing in emerging trends and accordingly manpower
are trained so stay with the trending industry.
Identification of problem
As per the information collected from business analysis tool, the identified problem that
managers of Alexander Styles are facing involved the following:
 Reduction in demand as well as profits: It is seen that decision made by political
systems for Brexit and Covid- 19 has resulted in the issue of falling of demand of
services of the salon and reduction profit margin of Alexander Styles.
 Understanding customer preferences: It is evaluated that Alexander styled is facing
huge issues in understanding preferences of customers for hairstyles. Make ups and
others. When they fails in understanding their preferences then this makes customer
dissatisfied and results in decreasing base of customers for the salon (Hofmann and
Klinkenberg, 2016).
OPTIONS
Cost-benefit analysis
A cost-benefit analysis refers to a process which is used in order to measure the benefits
of taking a decision or taking an action after deducting the costs associated with taking of that
action (Markham, 2019). Alexandra Style can use it so that the advantages of taking decision for
launching new beauty services can be identified by its managers.
The steps which are associated with performing this analysis are as follows-
 Establishment of a framework- The parameters of the analysis have to be outlined by
establishing a framework. Alexandra Style’s managers need to outline these parameters
effectively and efficiently.
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 Identification of cost and benefits- The cost and the benefits associated with the
analysis have to be identified. The managers of Alexandra Style have to do this so that a
differentiation can be made between the cost incurred and the benefits received from it.
 Calculation of costs and benefits- After the costs and benefits have been identified the
next step is to calculate them (Maylor, Blackmon and Huemann, 2016). This step has to
be performed effectively by the managers of Alexandra Style so that proper calculation is
done so as to take an impactful decision which can benefit the organization in the long-
run.
 Comparison of costs and benefits- After the calculation part has been done a
comparison has to be performed between the costs and the benefits received. It helps the
managers of Alexandra Style in proper analysis and interpretation and taking a right
decision which will help the company in the long-run.
 Analysis of results- After the comparison the next part is the most important one that is
the analysis part. The managers of Alexandra Style have to perform this analysis so that it
results in proper interpretation before taking an important decision which can affect the
working of the company. Thus after proper analysis and interpretation it can be identified
by the managers that the benefits are exceeding the costs. This is when it is sensible for
the management to take the decision as it will result in being profitable for the company
both in the short-run as well as the long-run.
Business case
Business case refers to the justification of a particular project by finding out the benefits
associated with it. It can be used by Alexandra Style to find out the benefits of its business. The
business case of Alexandra Style is as follows-
Executive summary Alexandra Style is planning to launch new beauty services for
which it is planning to prepare a business case justifying the
launch.
Business objective The business objectives of Alexandra Style are as follows-
 To provide quality salon services to its clients at an
affordable price.
 To get ahead of its competitors by acquiring more share
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in the market.
Financial requirements Particulars Amount
Administration
Expenses 5000
Training Expenses 2000
Implementation
Expenses 3000
Miscellaneous
Expenses 4000
Total 14000
Marketing plan The marketing plan of Alexandra Style is as follows-
Product- Alexandra Style is a salon offering beauty services. It
is planning to launch additional services for its clients.
Price- Alexandra Style is planning to keep a low price by
adopting penetrating pricing strategy initially ad then will adopt
competitive pricing strategy and will price its services
according to the prices chosen by its competitors.
Place- Alexandra Style is operating in a small town of Egware,
England. This place offers it potential to expand its range of
services to maximize its level of profits. Also it can look
forward to expanding to other places in the country which will
offer potential for its services offered to the clients.
Promotion- Alexandra Style will use various promotion
methods including sales promotion through attractive offers
and schemes so that it can attract more and more customers to
come to the salon.
Scope Alexandra Style has a lot of scope in the segment in which it is
operating. The new beauty services it is planning to launch can
increase its profitability level. It will also help in broadening its
client base and will also enhance its level. It will thus lead to
the firm getting ahead of its competitors through proper
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strategic planning in the long-run which will increase its
market share.
Risk assessment-
Risk assessment refers to the process in which firms identify the factors which affect a
business’s performance both in the short-run as well as long-run (NA, 2017). The steps which
Alexandra Style can take to measure the risks are as follows-
 Identification of hazards- The first step involves identifying the hazards associated with
the business of the firm. The potential factors which may impact Alexandra Style in
starting new beauty services are financial factors and other factors such as competition
level, expectations of the clients etc. Thus these factors have to be identified after
conducting a thorough market research by the firm (Ssegawa, 2019).
 Identification of assets that could be at risk- The second step involves identifying
those assets which can be at risk. Alexandra Style needs to find out these assets and must
make sure to mitigate the risks on these assets. The assets which could be at risk are
Cash, Fixed Assets etc. The firm’s managers need to take all the possible steps so that
services can be launched and also risks present on the assets can be mitigated with ease.
 Analysis of impact- The third step is to analyze the impact which can be created by the
decision taken by the firm. Alexandra Style’s managers need to measure the impact of
their decision of introducing new beauty services will create not just on their firm but
also on other competitors and the market as a whole. These considerations need to be
taken into account before finalizing the decision and taking it.
 Justification- From the above risk assessment, it can be concluded that although
Alexandra Style faces risk in introducing new beauty services it can be mitigated if
proper risk assessment is done and the required steps are taken. If it is done properly it
will increase profits of firm (Uhl and Gollenia, 2016).
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SPECIFIC PROJECT AND DETIALED ACTION PLAN
Aim & Objectives
The aim of this Alexandra Style is to establish a suitable plan of action for Alexandra Style
by looking its today's market situation. The segment focuses on strengthening once again in its
domestic market and giving its competitive edge along with keeping it stronger by a point ahead
of its rivals. Consequently, the action plan's primary goal is to improve Alexandra Style's market
stability together with retaining a competitive advantage by resolving the emerging economic
challenges across the globe and especially in the UK economy. Objective of this organization is
to improve their services initially in the domestic market and after that expound their business
into other locations (Williams, C., 2019). In addition, Alexandra Style wants to increase their
customer base by 10% every year and profit around 20%. Currently every organization unable to
perform due to some factors such as COVID-10 and BREXIT. These factors affect the entire
industry which clearly visible on the UK’s economy.
Risk assessment
Risk management and evaluation is a central aspect that influences the company at all
levels and stages. Risk evaluation is regarded to be one of an organization's most critical
activities to conduct and efficiently execute in order to acquire information and provide a clear
understanding of the environment and the various forms of danger present in it that can impact
and impede the company's objective. All forms of small or large organizations and private or
public entities practice risk management to assess and recognize their value, as well as to build
value for their activities and operations.
On the marketplace, there are several specific forms of risk present, such as avoidable
risk, immitigable risk, transferable risk, exploitable risk, reasonable risk etc. Through the aid of
risk assessment and management, there are various types of risk are predicted and identified by
the company, according to which the agency positions the risk in the respective categories and
operates accordingly to become more productive and deliver better results. To establish an
efficient and comprehensive risk assessment strategy for Alexandra Style is a very important
stage which is accomplished in three stages. Some of the stages of risk management are listed
below:
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• Risk evaluation: It will be the first step in which the director or representatives of the
organisation implement risk management should be carried out. Risk is adequately measured in
this phase where the probability and effect of a given risk are two most important attributes and
other attributes utilized to measure the risk. Throughout this point of risk evaluation, the impacts
of COVID19 and BREXIT a seen on the Alexandra Style are analyzed in detail. The participants
should perform a research herein to know the current and potential influences of these two
variables on their service and on their sales and income units in the organization.
Risk rating: It is secondary stage of risk evaluation and management in which the defined
and measured risk will be evaluated due to the influences on current and potential activities of
organizations. The risk assessment phase is where out of all various types of risks the defined
risk is placed to a specific category. The COVID19 is a kind of danger situation that affects the
whole world and all the various economies suggesting that this cannot be prevented or mitigated.
The type of risk is at reasonable and exploitable risk. This means that Alexandra Style can only
recognize the danger due to COVID19 and take advantage of new opportunities to sustain its
operations and stabilize the market place.
Risk prioritization: It is the final stage of risk management cycle where, based on the
effect and the severity of the risk, priority is given to taking effective action to mitigate the
impact of such risks and impact on the organization's operations. Currently, COVID19's impact
cannot be mitigated because the entire planet suffers from it, but BREXIT can be. The Alexandra
Style will build plans and strategies in the future to resolve the impact of BREXIT and
COVID19 while remaining in its current domestic market and maintaining a competitive
advantage.
Stakeholders analysis
Analysis of stakeholders is a method and practice to recognize all individuals who have
control over corporate decision-making and may affect activities. Stakeholder’s analysis is
carried out to coordinate stakeholder priorities and corporate goals and strategies to minimize
tensions resulting from any problems. This is a critical review that must be carried out by
Alexandra Style until any action plans are formulated to counter the impacts of COVID19 and
BREXIT and recover their competitive advantage in the marketplace. The study of stakeholders
can therefore be carried out with the aid of the Power-Interest grid model which is discussed
below:
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Power-Interest Grid
This framework of stakeholder analysis is split into four quadrants, illustrating the various
types of stakeholders which are member of an organization divided by the power and value of
the keep in the entity's operations or company. These are discussed below:
High Power, High Interest are those stakeholders that are the company's focus and must
always be kept pleased and well informed. Throughout the case of Alexandra Style, the
consumers are the stakeholders that are part of this inner ring, and the company has to keep the
consumers updated about service being discarded due to COVID19's lock down and any new
services that they are bringing to the market to meet the needs and expectations of potential
clients.
High Strength, Low Interests the next quadrant where the stakeholders need to be
satisfied with are located but little interest in the company and its activities they need to become
kept updated about. In this specific quadrant of parties includes Alexandra Style’s suppliers.
Low Power, High Interest is third category of stakeholders who are expected to keep the
organization updated all the way of the changes taking place within the business. Alexandra
Style’s employees reside in this quadrant there the carry very low power but want to be told as
they are highly involved in the business and the services that are provided to individuals are
delivered on behalf of the organization by the work force. On the other hand, if the company
does not warn the workers about the adjustments taking place in the activities then it may affect
the level of activity and profit.
Low Power, Low Interest are those outside parties who modify related to the business but
have little effect on the organization's activities and level of activity for hours. There was no
need for such external parties to be aware of anything that the organization keeps happy. In this
quadrant of Alexandra Style, stakeholder analysis includes media and other social networks exist
because the individual's operations are currently on a lower level that makes it marginal to
concentrate on the media and other social platforms.
Action plan
Overview:
Alexandra Style is a unisex hairdresser founded in Edgware HA8 5ED. Getting good
feedback and ratings, the saloon has good marketing situation. It provides numerous services
such as manicure, pedicure, hair styling, facials and many others. Saloon goals are to leading
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saloon and opening a multitude of branches at various London locations. Alexandra Style is UK
based company which currently face the situations like BREXIT or COVID -19. Organization
bears huge loss due to these economic crises.
Vision:
Alexandra Style’s vision is to become UK’s leading beauty salon by being one step ahead of
its rivals and planning to grow into foreign marketplaces in future.
Mission:
Because of the growing effect of BREXIT on the UK's economy, the rapid spread of
COVID-19 and the regular growth of rivals, Alexandra Style Salon's mission is to gain
significant advantage and become successful on the market when the economy has reopened
after the COVID-19 lockdown.
SMART Objectives:
• To maintain and to acquire current distribution network.
• When the COVID19 shutdown is over, reach the market success again.
• Stabilize income units and have a rise in profits by at least 15 per cent.
• Rising consumer base by 10 percent annually following the reopening of the economy.
• Raising units of sales and profit by 3-6 per cent over the next 8 months.
Strategy:
As of COVID19, the state of the global economy is unpredictable and as BREXIT
happened, UK's political and economic environment is also unstable that is why, market
penetration is most suitable approach for Alexandra Style. This approach suggests the business
would stay in its domestic market and gain economic advantage by servicing UK consumers
rather than going abroad and growing the operations. It is a good strategy for Alexandra
Style since significant exports are very expensive these days and once the COVID19 closure is
over and they will become increasingly expensive. In addition, the workers and special experts
will also raise costs to make their living and meet their essential needs. All these circumstances
indicate that according to marketplace assessment, the market penetration approach is the most
appropriate for Alexandra Style.
STP analysis:
Segmentation: It is a method of product division into smaller categories and markets
based on common features and actions. Segmentation is performed to accurately determine the
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activities of the different groups of the community of society in which the company works.
Demographically, geographically, behaviourally and psychographically, segmentation can be
achieved by four means. Alexandra Style has segmented their marketplace by regional
differentiation approach where they are keeping to that domestic market and targeting the exiting
market instead of heading to a foreign marketplace.
Targeting: It is achieved after segmentation whereby the organization chooses a different
community of people within the specified segments to represent them because these are the more
appropriate population set that suits the organisation's offerings. Alexandra Style has targeted
local consumers on their current marketplace to achieve competitive advantage. As the market
increases, the business should target those consumers who want to use their products at home
instead of visiting the salons. It means that Alexandra Style will now make facilities accessible at
people's homes according to their needs.
Positioning: This strategy demonstrates the entity use technique or method for spreading
news about its products in the marketplace and putting its production services before its intended
consumer in the most realistic way possible. The Sunset Tan will use various social media sites
to misread words about their current and new services as digitisation is growing and technology
is part of every person's day-to-day life. This would encourage the company in very low cost and
time to enter the wider markets and bigger population.
Budget and cash flow projection:
Budget:
Particular 2019 2020 2021
Technology implementation
cost
12,000 2,000 3,000
Promotional expense 10,000 10,500 7,500
Advertisement expense 7,500 5,500 8,000
Catalogues 2,000 2,500 3,500
Training charges 10,000 7,000 6,500
Total Cost 41,500 27,500 28,500
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Cash Flow:
Particulars 1st year 2nd year 3re year
Initial investments 9,800 12,560 18,000
Borrowings 10,500 6,200 9,500
Retained earnings 5,500 8,500 10,000
TOTAL 25,800 27,260 37,500
MARKET OUTLAY
Promotional expense 8,800 8,000 13,500
Distribution expense 4,000 7,400 9,500
Publicity 5,500 12,500 8,500
TOTAL 18,300 27,900 31,500
CONCLUSION
The report concludes that business consultancy project are gaining success through
providing consultation and advices to clients right from starting of project till completion.
Situational analysis is done to identify factors that impacts on performances of an organisation.
The main business analysis tool are PESTLE analysis for recognising macro environmental
factors and SWOT analysis for analysing internal factors that are weaknesses, strengths, threats
and opportunities. With the help of situational analysis various issues that are faced by an entity
are also identified. For expansion of the enterprise, it is necessary to have awareness about
distinct approaches and options like cost benefit analysis along with business case. Cost benefit
analysis involves description of relations among expenses that are concerned with taking
effective action as well as gaining huge values from them. Business case is presented in well
structured manner to initiate any particular task or action. With these approaches, a company
focus on various elements and make effective decision for upcoming durations. Detailed action
plan is also framed by the company that engrosses aims and objectives, stakeholders analysis,
risk assessment and other aspects to understand what is action is actually required to move
further.
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