Factors to Consider Before Expanding Business: A Comprehensive Guide
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This report discusses the factors that a business must consider before expanding their products and services in the market. It covers the analysis of internal and external factors, risk reduction, and achieving higher outcomes. The case study focuses on Coca Cola's expansion and marketing strategies.
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COURSE ENTERPRISE AND BUSINESS
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Executive Summary The report is going to consist of factors which a business must plan before expanding their products and services in the market. The company has to analyse the internal and external factors of the company to that there is going to be higher outcomes and risk factors in the company can reduce.
TABLE OF CONTENT Business detail.............................................................................................................................4 Customer needs............................................................................................................................4 Macro environment......................................................................................................................4 Market & industry analysis..........................................................................................................5 Competitor analysis.....................................................................................................................6 Marketing & pricing strategies....................................................................................................7 Operation plan.............................................................................................................................8 SWOT analysis............................................................................................................................8 Financial requirements.................................................................................................................9 REFERENCES..............................................................................................................................11
Business detail Coca cola has expanded themselves in a lot of products and services in the market in order to be able to make the satisfaction level of the customers be improved. The company was established in 1886 which is 134 years ago and there are more than 86,200 employees working in the organization as of 2019. Customers want new products and services from the company which is going to make them satisfied further and that is very important for the organization to have. There is an appreciation from the customers whenever there are new products which are being served. The market of Coca Cola gums are having 25 employees on this project and is going to just increase in the market because this is a very unique flavour and other businesses will not be able to produce this product which is going to make the company have higher functioning and loyal market share as well in the market which is a very important factor. Customer needs The customers need variety in the products and services which are important for the organization to get in so that they can be satisfied higher. Satisfaction and demands of the customers are very important in Coca cola gums which are going to help the company be able to have higher reputation and standards for themselves in the market as well. Macro environment Coca cola is having a strong understanding of the external factors which can influence the working of the organization which is going to be discussed in the further report as well. Political factors There is a stability in the policies and power in the country therefore there are going to be constant strategies and techniques which are present in the company in order to be able to operate and function effectively in the market. Economic factors
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ThecompanyishavinganadvantagesincetheGDPisimprovingandsoisthe unemployment rate in the country therefore the organization will be able to operate and function effectively. There are a lot of measures which the company has taken already in the market (Barr and et.al., 2018). Social factors The lifestyle, demands and expectations of the customers is changing and that is being taken care of by the company by getting in new products and services from time to time. Technological factors There is a lot of investment in research and development department and the demands is also increasing which needs to be fulfilled on time which is making the company have a stable brand value and image. Legal factors There are a lot of patents and copyrights which Coca cola is having on their ingredients and recipes so that the competitors cannot copy and also the company is following all the policies and laws for the customers and employees. Environmental factors There are a lot of environmental factors as well which the company takes care of and zero carbon footprints is just one of the measures which the company is working upon currently. Market & industry analysis To understand the competition in the market it is important for the company to analyse the market and industry in order to have higher performance and value in market. Bargaining power of customers (Low)
Customers can not have a control on Coca cola because of the changes and new products which the company is getting and there is a well maintain quality as well which organization takes care of (Молчанова, 2020). Bargaining power of Suppliers (Low) The company is having a lot of suppliers and is dependent on retailers for the sales of the company to increase which is going to be profitable for the organizations long run. Competitive rivalry (High) There are a lot of competitors in the market which the organization needs to maintain only then there are going to be good for the overall functioning of the organization. Threat of new entrants (Medium) There is a requirement of a lot of investment which a business will have to make so that they can operate effectively in the market. Threat of substitute products (Low) The company is having a strong patent for the flavour and products of the company therefore the company is not going to have substitute for Coca Cola gum in the market which is a great factor for the business. Competitor analysis The company is targeting for urban areas because the product is famous in these locations and so is it in rural areas but that is going to take time for the product to be able to capture the customers. The business is having a strong internal and external factor which is a great factor for the company to have in the market which is going to make the organization be able to operate effectively (Ullman, 2020). The competitors will not be able to copy the product and service because the organization has made a patent over the flavour which is why the product is going to be unique in the market which is a great factor for the company to have in the market. The weakness of this product in the location is that urban population is getting health conscious
which is going to make the organization have limited sales and that is not a good factor for the company to have in the market. Marketing & pricing strategies Marketing strategies There are four segments which are present for this factor which are going to be discussed in the further report. Demographic-Coca cola gum is going to be placed according to the age and location because there are a lot of people which are getting heath conscious and this product would not do well in that sector. Targeting the youth for this product is going to be very good for the functioning and operations of this factor which is good for a long run. Psychographic-The lifestyle of the youth and interest as well is going to be fulfilled by Coca Cola gums in the market. The product is going to aim for the right psychographic factor as well so that the product will be able to gain the market easily and effectively which is a great factor for the company to have. Behavioural-The product is not going to be aimed high in the market which is that the spending habit of this segment is going to be fulfilled by the company and that is a great factor for the company (Verel, 2020). Brand is also going to attract more customers in the company as well for this product. Geographic-Location of the product is going to be urban cities which are going to make the company have the right sales as expected and that is a great factor for the company to have in the market. Pricing strategies Coca Cola gums is going to use skimming pricing for this product because this is having a high competition and since the flavour is also going to be new in the market the customers will take time adapting to it as well. The company will have to think of the competition as well as the expectations of the customers so that the product will be able to capture a larger market and have a stable and expected economic factor.
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Operation plan The company is having a lot of links for transportation already globally which is why it is not going to be difficult for the company to develop more links. Equipments are going to be around the same which are going to be used by the company so that they can get in the right customers in the company and make the satisfaction level of the customers improve in the market which is going to be very good for the overall development. There are legal patents and copyrights which the company is already having on the flavour which they are going to be using in the gum as well which is why it is not going to be difficult for the company in any way possible to be able to capture the market with this new product (Demidenko and Malevskaia- malevich,2017).Theyhavetherightbuildingandpremiseswhichisrequiredforthe organization to be able to produce the products in the market which is going to be very good for the overall brand value and image in the market. New products always add value to the portfolio as well and Coca cola is already having a very strong base for market and customers in the market because of the portfolio which the company has developed over years. SWOT analysis Coca cola is aware of the importance of internal factors and work accordingly so that the company is not being affected negativity which is going to make the organization have higher competitive advantage in the market. Strengths The company is having a strong market base for themselves which the company has gained over years which is a great factor for the company to have in the market. There are a lot of innovations and improvement which the company has got in their products which can make the company gain a lot of knowledge and experience and is being used in the future expansion as well (Pereverzieva, 2019). Weaknesses
The company is not having a good retention of employees which is that the company is losing on their loyal customer base which is not a good factor for the company to have. The company will have to work upon their functioning in order to be able to operate effectively and there has to be good motivation level as well for the employees which need to be present making the company be able to operate and function effectively. Opportunities Strong base and working on the portfolio is a great factor and working technique which Coca cola is having for them in the market making the company gain competitive advantage for a long run (Kucharčíková, Mičiak and Hitka, 2018). The company is having patents and rights for the products and services which is why the company is being able to operate effectively in the market. The company will have to invest a lot of economic factor to be able to develop their product into healthy product in order to get a higher functioning and sales in the market. Threats The competition in soft drink is increasing which can make the company lose their market share and that is not a good factor for the company to have. There is another factor which is a threat for the company which is that the organization is not having healthy products for the customers and the demands for the customers are shifting towards healthy products and that can affect the sales of the company. It is important for the company to take care of their sales in order to get their economic factor stable in the market which is going to make the company be able to operate effectively. Financial requirements Start-up expensesAmount (£) Legal1500 Promotional material1,100 Contractors600
Insurance100 Computers400 Others1,200 Total4,900 Start-up assetsAmount (£) Cash required25,000 Start-up inventory15,000 Other current assets7,000 Long term assets50,500 Total assets97,500 Total requirements100,000 Start-up findingsAmount (£) Liabilities16,000 Accounts payable1,500 Other current8,000 Long term liabilities60,000 Total liabilities85,500 Investors0 Total start-up findings85,500
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Template 2: Cash flow and budget for the proposed ventures Initial budget or the cash budget for the pre launch of the venture can be developed as: ParticularAmount (in £) Technological requirements350 Human resources400 Marketing300 Research expenses250 Other expenses500 Total£ 1,800 Further, the prelaunch asset cash budget can be prepared in following manner: ParticularAmount (in £) Raw Material650 Cash1500 Machinery and equipments1100 Physical Outlet (On rent)1000 Other Assets350 Total£ 4,600 Cash flow forecasting for 18 months (Amount in £)
ParticularQuarter 1Quarter 2Quarter 3Quarter 4Quarter 5 Quarter 6 Opening balance350005660083650116850153850176000 Cash sales170002000025000280001500060000 Receivables160001850019000200002050021000 Sales of assets2000000070000 Total cash received8800095100127650164850196350257000 Cash Expenses Direct labor190020001800160018001600 Direct material200021002200230020003000 Selling & distribution o/h 450042004000410036003900 Manufacturing o/h300031502800300029502500 Assets purchased200000001000090000 Total Cash expenses3140011450108001100020350101000 Net cash flow5660083650116850153850176000156000 The company is going to be using bank loans as the source of investment for the further functioning and that is going to be a very safe and secure method which the organization would be using in order to be able to operate effectively in the market. Coca cola is having the right investment for the future expansion and investment for new products and services in the market as well which is going to make the organization have higher profitability but having the right experience the organization will have to use the right methods in order to be able to operate effectively (Grudina, Avdonina and Podgornaya, 2016). There are already a lot of products which the company has developed themselves in the market which is going to make the company have higher revenue and brand value in the market has raised over years. From the above business plan it can be concluded that there is a very strong planning which a large organization must have for them in order to be able to operate effectively in the market. Company is having a
lot of changes from time to time which have to be maintained and practices so that they would be able to maintain the market and functioning in the market effectively. Breakeven analysis Breakeven analysis is one of the best technique to analyse whether the business should continue the production or not and if yes then at what level of production does the company operates to be in a profitable stage. The breakeven point determines the number of unit the company should produce where it has earned no profit and incurred no loss. The company produces only that number of units where it has been just able to cover its all costs. In this plan if the company had a sale of£300000 where per unit price would be£100 and the company has sales of 3000 units. If the company has to incur£70 per unit towards the variable cost to produce the products. And the fixed costs incurred by the company is£70000. For the given information regarding the company’s production, the breakeven point can be calculated as follows: Sales300000 Less:variable costs (70*3000)(210000) Contribution90000 Less :fixed costs(72000) Profit18000 Breakeven point (in units): Fixed costs÷ contribution per unit Fixed costs = £72000 Contribution per unit = 90000 ÷ 3000 = £30 BEP in units = 72000÷ 30 = 2400 units BEP in sales = Total Fixed Costs ÷ contribution * Sales Total fixed costs = £72000 Contribution = £90000 Sales = £300000 BEP in sales = 72000 ÷ 90000*300000 = £24000 Verification Sales(2400 units@£100)240000 Less:variable costs(70*2400)(168000)
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contribution72000 Less:Fixed costs72000 Profit0 From the above illustration it has been clear that by producing 2400 units the company will attend its BEP, where its profit earning is zero because the sales made at BEP is just enough for covering costs.
REFERENCES Books and Journals Barr, T.L and et.al., 2018. Development of indigenous enterprise in a contemporary business environment–the Ngāi Tahu Ahikā approach.Journal of Enterprising Communities: People and Places in the Global Economy. Demidenko, D.S. and Malevskaia-malevich, E.D., 2017. Institutional Approach to Enterprise Production Cost Analysis and Optimization. InFinancial Environment and Business Development(pp. 601-610). Springer, Cham. Grudina, S.I., Avdonina, S.G. and Podgornaya, A.I., 2016. MODERN GLOBAL TRENDS IN ENTERPRISE REENGINEERING MANAGEMENT.GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES.5. p.556. Kucharčíková, A., Mičiak, M. and Hitka, M., 2018. Evaluating the effectiveness of investment in humancapitaline-businessenterpriseinthecontextof sustainability.Sustainability.10(9). p.3211. Pereverzieva,A.V.,2019.Assessmentoftheenterpriseinternalizationlevel.Bulletinof Zaporizhzhia National University. Economic Sciences, (3 (43)), pp.92-98. Ullman, D.F., 2020. IS 685-852: Enterprise Architecture and Integration. Verel, E.T.G., 2020. Principles of the organization of marketing activities of an enterprise. Молчанова, С.М., 2020. DEVELOPMENT OF THE RELATIONSHIP STRUCTURE AND PLANNINGOFTHETECHNOLOGICALCHAINATTHEENTERPRISE. InФундаментальные научные исследования.(pp. 34-38).