An Analysis of Entrepreneurial Universities and their Impact on Small Businesses

The provided text appears to be an excerpt from a research paper or academic study that discusses the concept of entrepreneurial universities and their role in supporting small business development. The text references various sources and includes specific details about entrepreneurial orientation, leadership factors, and contextual influences on small firms. It also mentions case studies from China and other countries. The purpose of this assignment is to analyze and discuss these topics in greater depth.

Entrepreneurial
Strategy

EXECUTIVE SUMMARY
Entrepreneurial strategy is long term strategy which is framed by the entrepreneur for
taking better position within business environment full of competition. While making strategy
this must be make sure that it will be flexible in nature and get modified as per requirement.
Report is based on Tavistock House Hotel which is small scale organisation of United Kingdom.
Its headquarter location is 50 Plymouth Road, Dartmoor National park, Tavistock PL19 8BU
England. Critical analysis will be conducted for determining positive and negative aspects of the
same by using SWOT , Porter's five force model, BCG matrix, TOWS and McKinsey 7S. In the
end recommendation of the basis of entire discussion has been done.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
RESEARCH ....................................................................................................................................1
CRITICAL ANALYSIS..................................................................................................................2
Internal analysis..........................................................................................................................3
Industry competitive analysis .....................................................................................................6
SMART Objectives.....................................................................................................................7
Market positioning strategy .......................................................................................................7
RECOMMENDATION...................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFRENCES ................................................................................................................................10

INTRODUCTION
Entrepreneurial strategies are those by which an organisation establish as well as re-
establish their fundamental set of relationship with its business environment. It is long term
strategy designed by the entrepreneur for gaining better position within competitive business
environment. Most important is that entrepreneurial strategy should be flexible and modify as per
the requirement of business environment. This assignment is based on, Tavistock House Hotel
which is small scale organisation of United Kingdom. Its location is 50 Plymouth Road,
Dartmoor National park, Tavistock PL19 8BU England. This assignment is going conduct
research for identifying current status of small and medium enterprises in the United Kingdom, is
market expansion will be beneficial for Tavistock House Hotel. Along with this, critical analysis
will be conducted for determining positive and negative aspects of the same by using SWOT ,
Porter's five force model, BCG matrix, TOWS and McKinsey 7S. In the end recommendation of
the basis of entire discussion will be done.
Organisation Background
Tavistock House hotel is small scale organisation and they want to expand their business.
While doing business expansion it is necessary for an organisation to do proper market research
for identifying available opportunities within market area as well as threats also. So that, threats
can be minimise and opportunity will be grab from the market. Hospitality industry within
United Kingdom mainly present pubs, hotels, restaurants and leisure companies as well as
produce approx. 4% of UK GDP (Ahmetoglu and et.al., 2018). Apart from this, hospitality
industry is fast growing market and it contribute more in growth of economy by providing job
opportunities as well as enhancing living standards of people. Moreover through conducting
research in better manner several benefits will be gained by Tavistock House hotel. Some of
them are as follows:-
 It will assist in strengthening business position within market area because knowledge is
power and by conducting research accurate data related to the market will gain. That
assist in taking better position by Tavistock House hotel across the boundaries of UK
(Yu, Nguyen and Chen, 2016).
 Conducting research will minimise any type of investment risk because through
examining entire market ups and down related to hospitality industry will be identified.
Along with this potential threats will be identified and then minimise as well as

opportunities from market will be garbed which result in growth of respective house
hotel.
 Research will provide assistance in spotting emerging trends because overall knowledge
from market will garbed in current trends of market as well as customers need and wants.
After conducting research, it has been analysed that Small and medium size organisation
operating within hospitality industry across United Kingdom has been increase by 16,000 or 9%
over the previous year (SME numbers in hospitality grow 9%, 2018). Along with this, after
examining of new government data through cloud accounting software and Clear Books it has
been founded that the number of organisation of hospitality sector which have staff member's
less than 50 operating for accommodation and food services activities has enhance up to 198,440
from 182,015 in 2016. In addition to this, as it has been discussed above that hospitality industry
result in growth of economy same the data also indicates that Small and Medium Enterprises turn
over £41.4bn a year, up from £39.4bn in 2016. Moreover, SMEs are increasing employment
opportunity as it has been provided 1.09 million jobs as well as 47.3% of employment in the
respective sector. Along with this, their profit maximisation is also increasing such as, turnover
of all businesses operating in accommodation and food services activities reached £98 billion
within 2017 which has been increasing in comparison to 2016 by £92 billion.
Thus, after going through this data it has been identified that Tavistock House Hotel can
do their market expansion because it will be beneficial for them and it has been analysed that
respective market is going very fast (Chan and Li, 2017). It will result in growth and
development of same house hotel in the market of United Kingdom. But while doing expansion
there is requirement of funds and there are several sources through which Tavistock House Hotel
can generate funds such as loan from bank, friend or family members and several other financial
institutions also. By these respective hospitality industry associations will generate funds and for
them market expansion will become easy.
CRITICAL ANALYSIS
After conducting research, critical analysis will take place for identifying that market
expansion will be beneficial for Tavistock House Hotel or not. In this, favour and de-favour
point will be discussed by conducting SWOT, PESTEL Marketing Mix.

Internal analysis
SWOT analysis is the marketing model which help to find the internal position of the
company that how they are performing in the current scenario. It is helpful because it tells what
are the major strength of the company and how it can grab those opportunities in future so that
company can perform will in the market just to earn maximum amount of profit. Here, S stands
for Strength of the company, W for weaknesses, O for opportunity and T for threads. In context
of Tavistock House Hotel, SWOT will be very useful them because it will tell them that how
company can perform well just to enhance their performance.
 Strength: It is the area which shows that company is good in that particular field and there
is no requirement to focus more as policies are working well. In terms of Tavistock
House Hotel, their major strength is that they know that how they can attract customers
by provide the best service with minimum amount of money. Even they have the better
marketing strategy when comparison is done with other small medium enterprises
(Guerrero and et.al., 2016).
 Weaknesses: This is the area in which any company need to focus so that overall
performance can be improved just for the purpose of achieving target. In terms of
Tavistock House Hotel, they are one of the oldest SME which can be found in United
Kingdom but still there are lots of area on which they need to work for the future growth.
The main weaknesses of this hotel is that they are not good at the time of dealing with
their staff which can be counted as one of the major drawbacks for them. The quality of
food which they are providing to the customer is not up to the mark (Wales, Wiklund and
McKelvie, 2015).
 Opportunity: This is that area where company can take the competitive advantage if they
grab the opportunities. In term of Tavistock House Hotel, have opportunity of business
expansion in several cuties of United Kingdom. Along with the they diversify their
services like adding Bar, disc, lounge and restaurant.
 Threats: This is considered as on the area due to which any company doesn’t allow
themselves to perform well. In context of Tavistock House Hotel, they have the biggest
thread from the trend of market which changes in very short period of time and even they
have the threats from there multinational hotels which have the potential to change the
market position at any period of time (He and et.al., 2018).

This is the SWOT analysis of Tavistock House Hotel which can help them to perform will in the
market if they can be able to grab the opportunities which occurs in front of them.
(Honig, and Hopp, 2016).
Mc Kinsey 7S – This model is powerful tool which help in assessing and analysing modification
within internal situation of organisation. It is based on 7 elements out of which 3 are hard and 4
are soft.
(Source: McKinsey 7s model, 2018)
 Strategy- Tavistock house Hotel is using economic pricing strategy which help them in
attracting customers as well as it will be in affordance of everyone.
 Structure- Respective organisation is following Line structure in which authority flow
from top to bottom.
 Systems- Tavistock House Hotel is offering stay and food services to guest as well as
their hotel is like home stay. Style of hotel is divided in several modules that can interact
with front office, guest history, group sales travel agencies and so on.
 Shared Values- Respective house Hotel want to expand their business and their aim is to
provide better services and become leader in industry.
 Style-
 Staff- Company provide training to staff members and it is important for them to handle
stress, punctuality, knowledge about different languages and so on.
Illustration 1: McKinsey 7s model

 Skills- Committed to make sure customer satisfaction. Moreover, negotiation and
teamwork skills, developed by working in both independently or group.
External analysis
TOWS analysis -
INTERNAL FACTORS
AND EXTERNAL
FACTORS
Strengths
 Marketing strategies
 Customer attracting
 Attractive services like
home stay
Weaknesses
 Lack in advertisement
 high dependency on
tourist which are highly
sensitive political event.
Opportunities
 Business expansion
 Diversify services with
bars, lounge, cafe and
restaurant.
By providing attractive
services like home stay
company have opportunity of
business expansion as well as
diversifying their services.
If company attract large
number of customer through
their diversified services like
bars, lounge, cafe and
restaurants. They can easily
come out with the weakness of
dependency seasonal tourism.
Threats
 Large number of
organisation within
same sector.
 Dynamic nature of
business environment
With the help of their unique
marketing strategies they are
sustaining in marketing for
long duration. Along with this,
it become easy to do work in
competitive business.
In that case they are lack in
their advertisement and have
generalised collection of
products and services so they
have to do something unique
which can differentiate their
offerings.
After going through above all the models it has been analysed that, Tavistock House
Hotel have to implement TOWS analysis in their working. So they can use strength as an
opportunity as well as remove future threats. Whereas, strength can be use to comeiut with
weakness and remove threats.

Industry competitive analysis
Porter's Five force model- This model is developed by Michael E. Porter to assist organisation
assess the nature of an industry competitiveness as well as design corporate strategies
accordingly. Five Force analysis in relation of Tavistock House Hotel are as follows :- Threats of New Entrants- Hospitality sector organisation have less threats of new
entrants. Because there is requirement of huge amount for entering within respective
sector which is not possible for everyone. Bargaining power of suppliers- Tavistock House Hotel is service sector organisation
and they don't need as such raw material for production purpose. Thus, bargaining power
of suppliers is low. Bargaining power of buyers – For small scale association bargaining power of buyers
are high. Because company have to do according to customers demand so they can
become loyal. Threat from substitute products- In Hospitality industry there are several organisations
who are offering similar products and services. Thus, for Tavistock House Hotel threat of
substitute is high. Rivalry among existing players- Hospitality industry is wide in nature and having several
organisation which result in high level of competition for Tavistock House Hotel.
BCG matrix– It is a corporate planning tool use for evaluating strategic position of business
brand portfolio as well as its potential (Hernández-Perlines and Ibarra Cisneros, 2018).
Classification of business portfolio done within four categories i.e., question marks, stars, poor
dogs and cash flow. Explanation of these in term if Tavistock House Hotel are as follows:-
 Dogs- It hold low market share in comparison of competitors and operate in slow
growing market. Thus, Tavistock House Hotel should not have to invest in this because it
generate low or negative cash return.
 Cash Cows- it is most profitable and provide cash as much possible. Tavistock House
Hotel should not invest into cash cows to induce growth but only to support them so they
can maintain their current market share. Again, this is not always the truth. Cash cow is
for large organisation because they have capabilities of doing innovation within products
or process.

 Stars- they are both cash generators and users as well as stars operate in high growth
industry and maintain high risk. It this, Tavistock House hotel have to invest because
stars are expected to become cash cow and generate positive cash flow.
 Question marks- These are brands which need much closer consideration. They hold
low market share in fast growing markets consuming large amount of cash and incurring
losses.
SMART Objectives
 To expand business in different countries within 1 year in order to maximise
organisational market share 30% more.
 To introduce new services of firm within 6 months for enhancing business profitability
20% more.
Market positioning strategy
Marketing Mix - It is the model which helps to attract the customer were different strategy are
required to be followed. This includes Product, Price, Promotion and Place. In context of
Tavistock House Hotel, marketing mix can play the huge role for their company to accomplish
their target.
 Product: It is very important that what company provides to their customer. As, it is one
of the hospitality sector industry they are required those products in their hotel so that
customer can be easily attracted towards their hotel due to which goals and target can be
easily accomplished (Hu and Hafsi,, 2015).
 Price: For every business price plays the most important role because it decides that how
well any organisation can perform. If Tavistock House Hotel want to expand their
business in future, then it is necessary for them to provide the service at best reasonable
price.
 Promotion: It is the responsibility of marketing team that how they deal in the market so
that they can promote their business easily. It plays very important role because it decides
that how well any organisation is going to perform.
 Place: At present scenario it is necessary that location of business should be in that place
from which business activities can be performed easily. If company is trying to expand
their business, then they must try to look for those place where tourist is attracted.

In Favour
It is found that there are lots of things which are in favour of Tavistock House Hotel
which the most valuable was their strength. It can be said that it will surely help them to work
freely and help them expand their business in future (Mosey and Kirkham, 2017). Even they
have of on the best of research team which will help them to perform well in the market. Also,
the next thing which is favour in Tavistock House Hotel is that they always try their best to work
as per the guidelines of law due to which they need not to face any legal issue within business
environment.
De-favour
After doing the complete research on Tavistock House Hotel, it was found there were lots
of area due to which company is facing problem in business expansion. It is always found that if
any of the company is unable to provide the best facilities to their employee’s then they will
never be able to perform well in the market. The reason behind this statement is that staffs are
the one who need to deal with the customers who visit the hotel and if they are not able to deliver
services in proper manner then it will give negative impact on organisation. The next biggest
issue which is being faced by the company is they are not able to deliver quality products and
services (Muchiri and McMurray, 2015).
Personal Opinion
It is necessary for Tavistock House Hotel to check all the performance of their company
with the help of different theories because that is always helpful for any organisation. Even I
think there are some of the which need to be rechecked and after that if they think changed are
required then they must try to that also because that will help them achieve their targets in future.
If changes can be adopted on time, then it can help them expand their business because they are
available in this market since very long.
RECOMMENDATION
It is recommended to Tavistock House Hotel, that if they want to expand their business in
future just for the purpose of profit maximisation and gaining better place within business
environment. Along with this, respective organisation always have to work on their decided plan
and policies because it will help them in performing daily basis activities in effective manner
(Shepherd Williams and Patzelt, 2015). moreover, Tavistock house Hotel have to conduct market

research on timely basis so they can identify different factors of business environment and gain
revenue.
CONCLUSION
From the above discussion it has been concluded that, Entrepreneurial strategies play
important role within organisation for its growth as well as success. Moreover, while doing
business expansion it is necessary to conduct proper market analysis with the assistance of
SWOT, PESTEL and Porter's Five force in effective manner. For preparing further strategies in
better manner as well as gaining success. Apart from this, market expansion will be beneficial
for Tavistock House Hotel because hospitality industry is rapidly growing as well as their profit
maximisation ratio is also increasing.

REFRENCES
Books and Journal
Ahmetoglu, G. and et.al., 2018. The entrepreneurial organization: The effects of organizational
culture on innovation output. Consulting Psychology Journal: Practice and
Research. 70(4). p.318.
Chan, R. C. and Li, L., 2017. Entrepreneurial city and the restructuring of urban space in
Shanghai Expo. Urban Geography. 38(5). pp.666-686.
Guerrero, M. and et.al., 2016. Entrepreneurial universities: emerging models in the new social
and economic landscape. Small Business Economics. 47(3). pp.551-563.
He, S. and et.al., 2018. A small entrepreneurial city in action: policy mobility, urban
entrepreneurialism, and politics of scale in Jiyuan, China. International Journal of
Urban and Regional Research. 42(4). pp.684-702.
Hernández-Perlines, F. and Ibarra Cisneros, M., 2018. The Role of Environment in Sustainable
Entrepreneurial Orientation. The Case of Family Firms. Sustainability, 10(6), p.2037.
Honig, B. and Hopp, C., 2016. New venture planning and lean start-up activities: A longitudinal
empirical study of entrepreneurial success, founder preferences and venture context.
In Models of start-up thinking and action: Theoretical, empirical and pedagogical
approaches (pp. 75-108). Emerald Group Publishing Limited.
Hu, H. and Hafsi, T., 2015. Entrepreneurial social capital and reciprocal dependence effects on
strategy: an empirical study of CROs in China. International Journal of
Entrepreneurship and Small Business, 24(2), pp.208-232.
Mosey, S. and Kirkham, P., 2017. 9 Diagnosing an entrepreneurial change programme. Building
an Entrepreneurial Organisation, p.115.
Muchiri, M. and McMurray, A., 2015. Entrepreneurial orientation within small firms: A critical
review of why leadership and contextual factors matter. Small Enterprise Research.
22(1). pp.17-31.
Pucciarelli, F. and Kaplan, A., 2016. Competition and strategy in higher education: Managing
complexity and uncertainty. Business Horizons. 59(3). pp.311-320.
Shepherd, D. A., Williams, T. A. and Patzelt, H., 2015. Thinking about entrepreneurial decision
making: Review and research agenda. Journal of management. 41(1). pp.11-46.
Wales, W., Wiklund, J. and McKelvie, A., 2015. What about new entry? Examining the
theorized role of new entry in the entrepreneurial orientation–performance
relationship. International Small Business Journal. 33(4). pp.351-373.
Yu, X., Nguyen, B. and Chen, Y., 2016. Internet of things capability and alliance:
entrepreneurial orientation, market orientation and product and process
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Online
SME numbers in hospitality grow 9%, 2018.[Online].Available
through:<https://www.hotelowner.co.uk/13556-sme-numbers-in-hospitality-grow-9/>
McKinsey 7s model, 2018.[Online].Available
through:<https://www.strategicmanagementinsight.com/tools/mckinsey-7s-model-
framework.html>