Expanding a Wholesale Company in the UK: A Case Study of Creator Consulting SRL

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This dissertation examines the expansion of Creator Consulting SRL, a Romanian F&B company, into the UK market. It analyzes the company's strengths, weaknesses, opportunities, and threats using SWOT and PESTEL frameworks. The dissertation also explores market share, segmentation, and targeting strategies for the UK market. It identifies potential challenges and provides recommendations for successful entry and growth. The study concludes with a comprehensive analysis of the UK F&B industry, highlighting its growth potential and the impact of Brexit on the sector.

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Holding a Wholesale company in the
United Kingdom
Student’s name-
Student ID-
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Executive Summary
The dissertation focuses on the establishment of an organisation named Creating Consulting SRL
in the F&B industry in the UK. The organisation is based in Romania that wants to enter the UK
market. The organisation will use SWOT analysis and PESTEL analysis to assess the factors that
external as well as internal forces that might affect its operation in the UK. The market has been
analysed in the dissertation, with respect to the market share, segmentation, and targeting. The
issues that the organisation might face in the UK have been identified corresponding to which
recommendations have been provided. The discussion, which is provided in the assignment, is
done based on how the company will expand their business in the market of UK. The company
CSS will follow different innovative methods and strategies that the company can follow for
expanding their business in the food and beverages market of the country. The company can also
use the growth opportunities using the trading method. The company can use the entering
strategies such as the franchising method, licensing method and direct exporting. The reliability
and validity factor are also incorporated in this assignment.
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Table of Contents
Introduction......................................................................................................................................4
Background......................................................................................................................................9
Project Implementation..................................................................................................................12
Results............................................................................................................................................26
Discussions....................................................................................................................................34
Recommendations..........................................................................................................................40
Conclusions....................................................................................................................................45
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List of Tables and Figures
Table 1: SWOT analysis of Creator Consulting SRL......................................................................6
Figure 1: Growth rate of food and beverage industry in the UK...................................................16
Figure 2: Composition of the F&B manufacturing base in UK.....................................................32
Figure 3: Geographical spread of businesses in the F&B industry...............................................33
Figure 4: Change in productivity...................................................................................................33
Figure 5: List of largest F&B companies in the UK......................................................................35
Figure 6: Productivity of F&B sector in UK.................................................................................44
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Introduction
The assignment will take into consideration the fact of holding a company within the market of
United Kingdom. The wholesale company in United Kingdom that is chosen is CREATOR
CONSULTING SRL (CCS). The different strategies related to developing the varied activities
and services of the organization cater to the needs and requirements of the customers availing the
facilities. The Company tends to sell alcoholic drinks like vodka. The organization provides
support to the employees to accomplish the tasks in a systematic manner.
CCS functioning in Romania devises the operational strategies and analyses their internal and
external factors affecting their business operations within the open market. The products and
services associated with maintaining the health and beauty of the individuals. Stationery products
and services are marketed in a beneficial way to adhere to the different aims and goals set up by
the management of the company. Managerial strategies are established and implemented by the
company in a special way by following the methods and features that are related to the
company’s policies. The SWOT and PESTEL Analysis being carried out tend to identify and
analyse the internal and external factors to assess the activities and services related to developing
the operations properly.
SWOT Analysis of Creator Consulting SRL
Strengths Weaknesses
1. CCS develops unique range and
categories of modern and advanced
technologically driven services.
2. The stores of the CCS are arranged
and decorated in a unique manner
to attract the customers.
1. CCS has poor marketing strategies and so
cannot reach out to numerous people in
the market.
2. The Company is not able to adopt
efficient practices of change management
strategies and activities within the
development of the various operations and
services.
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Opportunities Threats
1. CCS has opportunities to venture
into other foreign markets by
devising newer market entry
modes and strategies.
2. The Company has opportunities to
enhance its operations by adopting
newer and modern practices based
on the integration of technological
services and activities.
1. The company faces threats from its various
market competitors who operate within the
market to achieve success, enhance their
productivity, and maximize their profits.
2. The Company also has weaker marketing
strategies as compared to its other market
competitors that pose a threat to not enhance their
productivity and profitability within the
organizational circle by adhering to the laws and
policies.
Table 1: SWOT analysis of Creator Consulting SRL
(Source: Created by the learner)
The identification of the internal factors that have an impact upon the varied range of business
operations within the organizations tend to help in establishing the operational activities within
the organisational sphere.
SWOT Analysis being carried out will help the organizations to assess the implementation of
specific strategies and policies that have an impact upon the designing of the different actions.
The strong and the weak points are established and the opportunities and threats identified for the
organization so that they can perform well within the market to achieve their objectives and
goals. SWOT also provides the organization the steps to improve upon their operational
strategies and policies that would affect their performance in the open market.
PESTEL Analysis
PESTEL is a powerful tool that is used to evaluate the factors that affect an organization and its
operation. The external environment of marketing of an organization is analysed using PESTEL
analysis, as it aids to assess the external factors that affects the operation of the organisation. The
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evaluation of the external forces that will affect CREATOR CONSULTING SRL (CCS) in the
UK has been assesses below:
Political features: Before Brexit, the UK was stable politically. However, Brexit has caused
instability in its political system that has affected the operation of the organisations in the
country (Raconteur.net, 2017). The investors need to think before investing in the country for
expansion or starting a new business. The economy of the country has become unstable as
well because of Brexit as it has led to the formulation of new laws and modification of the
laws that governed the country before. As per forecasts, the yield of the country is expected
to decrease because of Brexit. It is necessary that CCS, research on the new laws and the
modifications in the legislations before setting up its branch in the country so that any
hindrance arising due to Brexit can be avoided.
Economic features: The country UK has a very strong financial system. However, as per
reports the economical development of the country has become lethargic, Brexit being the
cause. The rate of increase in GDP of the country in 2018 was very less as compared with the
rate of increase in GDP in 2017 (Ig.ft.com, 2019). It is speculated that the economic system
of the country will stabilise by 2020’s end. In terms of economic liberty, the country is
ranked fourth in the world (Focus-economics.com, 2019). Prior, to expansion it is to be noted
that CCS devises proper strategies to deal with the negative effect of Brexit in the country so
that the organisation can earn profit. The organisation needs to concentrate on its marketing
strategies to ensure that people are aware of the brand and reach the organisation for using its
products.
Social features: As per reports, the number of old people in the UK has outnumbered young
people in the country (Gov.uk, 2019). Therefore, the strategy as well as operation of the
organisations in the country has changed. However, as the organisation that has been
selected, that is, CCS offers alcoholic beverages to the customers. Therefore, to fit in with the
choices of people in the country it is necessary that the organisation offer alcoholic as well as
non-alcoholic beverages with Romanian touch to meet the demands of the customers of all
age groups so that the sales and profitability of the organisation is not compromised
especially the Romanians.
Technological features: The UK has always been focussed in the technological development
as well as innovation in the field to enhance the lives of its citizens and operation of the
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organisations in the country (Assets.publishing.service.gov.uk, 2019). With respect to CCS,
it is necessary that it focus on innovation and technological developments in its
manufacturing process so that its cost of production is decreased and the satisfaction derived
by the user of its services can be increased. It will also aid the organisation to offer
innovative products to the customers thus aiding to increase its customer base. The
organisation needs to adopt technology in order to promote its alcoholic as well as non-
alcoholic beverages that its customer reach can be increased.
Environmental features: Environmental deterioration has become a major issue that is
affected the countries all over the world. In order to overcome the situation, the government
of the countries are formulating laws for the operation of the organisation accordingly
(Azocleantech.com, 2015). Therefore, in case of CCS, it is recommended that the
organisation strictly adhere to the laws and rules of the country so that its operation does not
harm the environment of the country.
Legal features: Brexit has resulted in modifications of the laws pertaining to trade as well as
operation of the organisations (Hallaminternet.com, 2018). It is necessary that CCS for its
proper operation follow the rules or laws of consumer, trade, employment, and others for its
efficient operation. It will aid the organisation to avoid hindrances that might hamper its
operation in the country.
It is necessary that CCS operates as per the laws of council, parliament, government, as well as
European Parliament and Commission. With respect to the operation of CCS, in the UK the
legislations that the organisation needs to abide by are as follows:
Consumer Rights: It is necessary that complies with the laws of consumer rights to make
sure that quality commodities along with services are provided to its customers. With respect
to customer rights, CCS needs to abide by the Sale of Good Act so that quality services as
well as commodities are delivered to the customers. The products of the organisation that is
alcoholic as well as non-alcoholic beverages must be delivered in a way so that the needs of
people in different locations and situations like office or houses can be fit as per the purpose
they have. The organisation needs to follow the regulations of distance selling as well, like if
the organisation provides its commodities at a distance over online mediums or telephone the
organisation needs to provide every detail of its products along with its price
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(Lawontheweb.co.uk, 2019). The organisation will also be required to provide details of cost
as well as delivery along with name of the organisation and its contact details. Information
regarding the contract, the rights of the customers with respect to cancellation, and return
policies has to be conveyed properly to the customers.
Employment Law: For proper operation of CCS, it is necessary that the organisation follows
the regulations as formulated by the UK government with respect to the minimum wage that
the workers must be entitled and the policies of leave for its workforce (Lawontheweb.co.uk,
2019). The organisation needs to be clear to its workers with respect to its policies of
employment including termination or dismissal of employment of its workers along with the
pensions that the workers will be entitled after their tenure in the organisation is over or
complete.
Competition Law: It is necessary that CCS adheres to the rules of competition, that is, it does
not practice any unfair business functions in order to win the race or competition that exists
in the UK market. The organisation will not opt for any unfair or illegal activities that might
perturb the situation in the UK market.
Financial strategy
The organisation wants to enter the UK market and increase its shares in the market. The
organisation wants it customers to order as much quantity of products as per their requirement so
that without the clause of the minimum quantity that the organisations have for orders to be
placed by the organisations. However, in order to attain its aims the organisation needs to take
into account the GDP and inflation rate of the UK. The GDP of the UK was 2.828 trillion pounds
in the year 2018 (Ons.gov.uk, 2019). In the first quarter of the year 2019, the GDP of the country
grew by 0.5% and in the second quarter of the year, its GDP decreased or contracted by 0.2%.
The rate of inflation in the country in 2019 is 1.80%, which was 2.48% in 2018. Thus, it can be
stated that the growth of GDP in the country has become lethargic however; the rate of inflation
has also decreased (In2013dollars.com, 2019). Based on the changes that are taking place in the
economy of the UK, the budget, resources, profit margin to sustain in the market as well as the
suppliers will be determined when the organisation will be ready for its establishment in the
country. The organisation will use balance sheet to calculate and keep a track of the assets, loans,
and profit earned by the organisation.
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The financial strategy of the organisation will also aid to determine its value chain and enhance
it. Value chain can be defined as the actions undertaken by an organisation offer quality and
valuable products to the customers. The tools of PESTEL as well as SWOT analysis will aid the
organisation to take measures as well as steps to make sure that best quality commodities are
offered to the customers at a reasonable rate pertaining to the competition that exists in the
alcoholic and non-alcoholic beverages industry in the UK market (McCartney et al., 1997). The
strategies of the organisation based on the analysis of internal and external factors affecting the
organisation will aid it to assess and undertake activities that can aid it to create value and get
competitive advantage over other organisations in the UK market.
Summary
The organisation needs to take measures based on the analysis of external and internal strategies
affecting it so that the aims that it has can be achieved that is increasing its market share and
making sure that the customers need not abide the clauses of the organisations pertaining to the
minimum order that they need to place. In the present scenario, antique styled as well as
modernised styled alcoholic and non-alcoholic beverages are in great demand in the market
therefore, it is necessary that CREATOR CONSULTING SRL offer alcoholic as well as non-
alcoholic beverages as per the demands of the customers. The organisation needs to offer
alcoholic and non-alcoholic beverages that have Romanian touch so that the needs of Romanians
in the UK market can be satisfied, as a large proportion of the population in UK are Romanians.
The organisation further needs to invest on market research so that the desires and demands of
the customers can be identified so that they can be met and satisfied effectively.
Background
The organisation CREATOR CONSULTING SRL offers alcoholic and non-alcoholic beverages
for sale to the customers. The organisation offers a variety of alcoholic as well as non-alcoholic
beverages. The organisation wants to develop an application that does not have the clause of
minimum quantity to be ordered by the customers. However, in order to succeed in its endeavour
it is required that the organisation tests its IT solutions so that the application developed for use
by the organisation is not faulty. It is required that the organisation segments or categorises its
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customers and then take apt measures to target them that is attracted the segmented people so
that they can be attracted towards the brand and can be converted into customers.
The organisation wants to increase its market share in the UK because as per estimation there are
about 50000 Romanian customers in the country. The organisation has an aim of dividing the
suppliers in the UK market with respect to the suppliers of retail organisations and wholesale
organisations so that the weaknesses as well as strengths of the retail along with wholesale
organisations can be identified. In turn, the organisation will be aided to determine effective
plans or strategies for making an entry into the UK market so that it can sustain there and earn
profit. The organisation wants to gain competitive advantage in the UK market over other
companies not only in terms of the price, that it charges against its commodities and services but
also in terms of the timely delivery of services to that the customers can be satisfied and their
needs can be met.
However, in order to grow in the market it is required that CCS create strong relationships with
the suppliers and focus on partnership as a market entry strategy so that the quality of services
offered to the customers can be enhanced and their expectations can be met. The organisation
can use marketing mix in order to devise apt plans for marketing and promotion. The 4Ps of
marketing mix will aid the organisation to formulate strategies so that its objectives of marketing
can be achieved. The marketing mix of CCS so that it can devise proper plans to attract
customers has been illustrated below:
Place: The organisation CCS wants to enter the UK market, as it comprises a large number
of Romanians. Therefore, it is required that the organisation setups its store in the mid of the
city London or at some marketplace, so that customers can be attracted by gaining their
attention (Išoraitė, 2016).
Product: CCS needs to provide alcoholic as well as non-alcoholic beverages with Romanian
touch that is it must have a few designs that depict the culture of Romania so that the
Romanians in the UK are attracted the most and their desires are met (Kotler et al., 2015). It
is necessary that the organisation focus on the quality of alcoholic as well as non-alcoholic
beverages that it offers to the customers along with the time at which it delivers its services.
The organisation needs to ensure that the customers get value for the price they pay in
exchange of the products.
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Price: To increase the market share of CCS in the UK market, it is necessary CCS to increase
its customer base. The organisations need to have loyal customers that are only possible if the
organisation charges reasonable price from the customers against its services.
Promotion: The organisation will develop an application using which the customers can
order alcoholic and non-alcoholic beverages anytime and at any location. However, it is
required that the organisation makes sure that the application is not faulty (Wu and Li, 2018).
There will be no clause of minimum quantity to be order in the application to make the
experience of the customers better. The organisation will use digital marketing methods
along with hoardings and advertisements on radio and television to reach people in the UK
and increase its customer base.
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Project Implementation
3.1 Company description
Presentation and history
The company was established in the year 2007 that deals on Premium Luxury vodka (Creator
Consulting SRL.ro, 2019). Karim Rashid Anestasi designed the vodka. It is a distributer as well
as importer of beverages. The organisation is based in Bucharest, Romania.
Mission
The organisation wants to offer quality services to people so that they are satisfied with the
services they get.
Objectives
To offer quality services to the customers and start dealing on non-alcoholic drinks as well.
To satisfy the customers who use its products by delivering quality products
To increase its customer reaches through expansion
To increase its margin of profit
3.2 Products and services
The company CCS has a wide scope of products that causes them in getting the enormous market
of the UK. This wholesale market of CCS is fundamentally having the wide scope for products
so that they can supply in the retail stores without shortage of supplies. This firm will give its
products at an incredible rebate and will increase the scope of suppliers from UK and other parts
of the Europe. The company will give the products in great packaging to pull in the customers
towards the products and services. Packaging plays a basic job in the sale of the products and
services, and with the assistance of the alluring packaging, the customers can be pulled in
towards the products (Kerin and Hartley, 2015). CCS likewise will in general keep the pricing as
low as they can to give incredible deals to the customers as well as to the suppliers of the
product. By getting extraordinary discounts on the products, the customers will be moved
towards the product range and it can lead the company towards customer satisfaction. They will
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in general divide the market before driving the new products, which in the end will help them in
offering their products to their targeted customers (Cusumano et al., 2015). The company will be
operating online as well as offline with the help of stores in the United Kingdom and most of the
products provided by the company will be equal to the ones that are sold and Romania.
The company is associated with the sale of alcoholic and non alcoholic drinks with a variety of
products the suits different situation. The company has a variety of products in this category of
drinks. The first and premier advantage is the low-value provided. By the low-value provided,
the clients are profited and get inclined towards the organization, which in turn leads to bigger
sales volume (Porter and Heppelmann, 2014). The organization is profited is their items and
administrations are great in the market it can make a decent brand image, which will, in the long
run, help the organization in expanding their income rates. The company is looking forward to
building up their commodities from manufacturing of drinks to selling them in the market to
convey the best nature of commodities and administrations to the market. In the main phase of
manufacturing, the organization will take certain measures to improve its quality. Quality
management processes like TQM will be used and it will try to add move value to the products.
The company will try to improve its quality and with the forwarding steps, there will be a
gradual shift in the quality and packaging of the product and services of the company (Rust and
Huang, 2014).
The company has wide range technological equipments in order to improve their products and
services of the company. The technological advancement is necessary in order to develop the
product range. By following certain technological advancements, the organisation can enhance
their products and eventually help the organisation in providing customer satisfaction. The
company uses the technological equipments for the betterment of their services (Heath, 2014).
The company is planning to add more products in their product line so that they can provide a
wide range of options to the customers. This will eventually attract the customers because of the
large range of products. The company is also focused to technically equip their machineries for
producing better quality services to their customers.
CCS includes a big selection of technological items and equipment in order to boost its product
and services of the company. The technological advancement is important to develop the product
range. By following sure technological advancements, the organisation will enhance their
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product and eventually facilitate the organisation in providing client satisfaction. The company
uses technological items and equipment for the betterment of their services (Porter and
Heppelmann, 2015). The company is progressing to add additional product to its business line so
they will offer a good range of choices to the purchasers. This can eventually attract customers
because of the massive range of merchandise. CCS is additionally targeting to equip their
machinery for manufacturing higher quality products to their customers.
The non-alcoholic range of product will be sold in the United Kingdom that will be totally made
from the organic ingredients having health benefits. The company will be using sustainable
practices to manufacture products and services that can suit the needs of the customers. It will be
introducing techniques like sustainable management and lean production. CCS will also be using
technologies like RFID so that it becomes easy to maintain the inventory. The products that are
being manufactured have to deal in the market. The company will also be using remote
communication techniques so that all people inside the company will stay connected via modern
technologies. 3D printing will be used to design the product packaging to attract the customers.
With the attractive packaging of the products the company can easily grab a large market in
Romania.
3.3. Market analysis and domain
Market Share
The food and beverage (F&B) industry is growing at a fast pace in the UK market. The major
organisations in the F&B industry in the UK market are Bakers Group, 2 Sisters Food Group,
Iceland, Iglo Group, and others. The F&B industry is growing in the market because of the
presence of huge number of hypermarkets, retailers, department stores, and home ware retailers
in the country. Bakers Group has the largest share in the UK market, followed by 2 Sisters Food
Group, Iceland, SSP, Iglo Group, AF Blakemore and Son, Findus Group, United Biscuits, and
William Grant & Sons. Thus, it can be stated that the competition in the alcoholic and non-
alcoholic beverages sector in the UK is high that has to be tackled effectively by CREATOR
CONSULTING SRL.
Growth potential
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The food and beverage industry in the UK contributes about 28.2 billion pounds to its GDP. The
sector is growing at fast pace in the country. The expenditure made by the consumers on food,
alcoholic as well as non-alcoholic beverages has increased from 2005 to 2017 as shown in the
figure below. Thus, CCS can earn huge profit by entering into the UK market.
Figure 1: Growth rate of food and beverage industry in the UK
(Source: Gov.uk, 2019)
Target market
CREATOR CONSULTING SRL will mainly target Romanian customers who thrive in the UK
as its population consists of huge proportion of Romanians. The packaging, taste, and quality of
alcoholic and non-alcoholic beverages as offered by the CREATOR CONSULTING SRL will be
in traditional as well as antique style with Romanian touch representing its culture so that its
products can prove to unique and attract the customers. However, the organisation will also offer
products so that the desires of non-Romanians can be addressed. The organisation will charge
reasonable price from its customers against it services so that people belonging to middle-class
and high-class income level can purchase them.
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Market segmentation
CREATOR CONSULTING SRL will segment its customers based on demographic and
behavioural factors. If the customers of the organisation are considered then the consumers of
CCS will be categorised on demographic factors into two parts namely, Romanians and non-
Romanians. However, it is not necessary that the alcoholic and non-alcoholic beverages offered
by the organisation that has Romanian touch will attract non-Romanians. The interests and
decisions made by the customers will also be considered to segments its customers. Therefore,
the organisation will offer alcoholic and non-alcoholic beverages having packaging, quality, and
taste pertaining to the desires of the non-Romanian customers as well. CCS will divide the
suppliers in the UK market as retailer and wholesaler so that their positive as well as negative
features can be identified so that CCS can make proper plans for making its position strong in the
market.
Demand necessity
Alcoholic and non-alcoholic beverages are not the necessity of people. It can be termed to be a
part of luxury goods. Therefore, it is necessary that CCS must not charge very high price from its
customers because alcoholic and non-alcoholic beverages are not necessity therefore the price
charged by the organisation will determine its sale and CREATOR CONSULTING SRL’s
profitability.
Trends
If household expenditure is considered, then it can be observed in the figure below that the
expenditure on alcoholic and non-alcoholic beverages is the most followed by attractive
coverings and bottles with a unique taste. Thus, it is necessary that CCS offer its services
accordingly.
Analysis of the chosen domain
The alcoholic and non-alcoholic beverages industry in the UK is growing and has employed
about 800000 employees (Ibisworld.co.uk, 2019). The F&B industry in the UK is growing at a
very fast pace and is one of the largest exporters of beverages as well as food in the world. It is
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required that the CCS looks into the competition and examines it thoroughly in the UK market so
that it can take apt measures to deal with the same.
Competition
The competition in the F&B industry in the UK is intense because of the presence huge number
of organisations namely Bakers Group 2 Sisters Food Group, Iceland, SSP, Iglo Group, AF
Blakemore and Son, Findus Group, United Biscuits, and William Grant & Sons
(Foodmanufacture.co.uk, 2014).
Opportunities
CCS will have opportunities of growth because the F&B industry is growing in the UK market
and the CCS will develop mobile application so that the customers can be attracted to buy
without any clause of minimum quantity to be ordered. The organisation will charge reasonable
price and its beverages will have Romanian touch that will make its products differentiated as
offered by other organisations.
3.4. Strategies
CCS has very less recognition in the market of the United Kingdom, and therefore, it is very
important for it to introduce strategies that can increase its operations in different parts of the
country. It is important for the company to have a better competitive advantage than the other
competitors have in the market, and that is why; the company will have to focus on introducing
new strategies for promotion to attract more customers at the same time. CCS will be using
different marketing strategies to reach out to the customers and one of the major marketing
strategies will be the use of social media marketing as this is a very cost-effective method to
reach out to the customers, is authentic, can raise the opinions among the customers, and increase
awareness among them (Zeriti et al., 2014). The company can also use strategies like blogging
and the use of search engine optimisation. In this way, the company will be able to trick different
search engines and allow the customers to view the blog and the content provided by the
company on top of the search engine chain and relatively, this will increase the organic view
from the clients.
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CCS will position itself in the posh areas of the country where it will be easy for the company to
attract more customers during different parts of the year. The company will also be present in
different online selling platforms like Amazon and eBay, and the company to boost visibility
among the customers will use this. The company will also be looking to increase visibility on
social media so that they can influence the customers to buy the products and services (Öztamur
and Karakadılar, 2014). The company will be targeting customers belonging to low and medium
social class, however, will be introducing products and services for customers of high social
class too. The product provided by the company will be provided for customers at low prices but
will be differentiated with a variety of unique features that will allow the customers to gain better
value from the products compared to the competitors. The company will follow the strategies of
cost leadership and differentiation so that it becomes easy for the company to attract more
customers after it comes to the market and increases its dominant hold in the market (Kotler et
al., 2015).
CREATOR CONSULTING SRL will be using direct distribution method to reach the products
and services to the customers and this is where the company will be using a minimised channel
between the company and the clients. The company will be using an intermediary agent only to
reach out to the customers, and they will be selling on E-Commerce platforms so that it becomes
easy for the company to provide the customers at low prices. The company will also be
following the price penetration method so that it can attract more customers easily and carry on
mass marketing. The company will actually be using intensive distribution for mass marketing
and will be using direct distribution for retailing. This is because intensive marketing will allow
the company to increase the distribution base easily around the country (Perreault, 2018). The
company will also be using different financial tools like the cash flow and balance sheet to
understand the financial condition of the company during the operation. CCS will be using a
specialised marketing strategy in which the company will be providing the customers with an
option of affiliate marketing and providing them with money if they can increase their customer
base and sell the products.
3.5. Management
The company will have to move into to the United Kingdom, and that is why, it is important for
it to learn about the market conditions and analyse every situation properly. The overview of the
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market must be well known to the company and it can develop the operations likewise, which
can increase the profits and awareness among the customers. CCS will be using several strategies
to that it can increase the market share in a new-fangled marketplace of United Kingdom. It is
imperative for the company to focus on capturing a well-built share of the market and increase
the marketing efforts while adjusting the prices of the products and services.
The company will have to change the organisational structure so that it can focus on new markets
and provide the customers with a variety of products and services. It can also help in increasing
diversification in the current market and allow the company to have a weighted lead into the
novel market (Tiago and Veríssimo, 2014). The company will not strive to complicate the
organisational structure and that is why it will focus on introducing the hierarchical
organisational structure. It is one of the most common organisational types. It will allow the
company to ensure better performance. The company will have to recruit employees, and the
next senior of the hierarchy will supervise them. This is a chart type that CCS will follow, it will
divide the employees according to the function provided, and therefore, different departments
will be associated with the same, which will include the human resource, the administration, the
finance, and other departments.
The organisational structure will be in a layout of a pyramid and every employee of the
organisation will be subordinate to someone except for the chairperson. The use of this
organisation structure will be done as it can allow the employees to be acquainted with
leadership within the organisation, and the performance can be subject to authority and levels of
responsibility (Nasution et al., 2014). There is also a chance for promotion to the next level and
that is why it can motivate the employees to perform in a better way. One of the major reasons
for which this has been used is that the structure can promote the development of the employees
and can make them experts in their specific fields. This is why the employees of CCS will
become loyal to their departments and can carry out the operations in an improved way, focusing
on the success of the company.
The company will also be following the executive management structure so that it becomes easy
for the company to rank the employees. The people of higher positions will be allocated with the
task of overseeing and supervising the subordinates and these people will be ensuring the product
satisfaction and efficiency of the company (Atkinson & Jones, 1991). This kind of management
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structure will be used so that it becomes easy for the business to function. The management of
CCS, with the help of the structure, can implement new strategies, oversee the success, and set
company goal without associating the subordinates with the decision-making process. The
company will be using a specialised training program, which will be done by specialist trainers
having a piece of great knowledge in the market. These people will be outsourced with the
process of training and development of the employees while the managers will be there for
supervising the actions of these people (Mason et al., 1992). The company will be hiring 70% of
the employees belonging to the United Kingdom and CCS will be targeting competent members
who will be suitable for the job as initial success is essential for the company.
3.6. Financial strategy
- Financial projections
BASIC ASSUMPTIONS:
Type of Business: Company
Estimate Life of Project: 5 years
Capital Structure:
Equity 45%
Non-Current Debts 55%
Types of Debts:
5 yr. Bonds at Par 60%
5 years Loan from Bank 40%
Required Rate of Return on Equity 12.50%
Interest Rate on Loan:
Bonds 7.00%
Loan from Bank 9.50%
Tax Rate 30%
Inflation Rate 2.75%
Mode of Sales:
Cash 40%
Credit 60%
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Cash Collection Period 30 days
Mode of Purchase:
Cash 30%
Credit 70%
Cash Payment Period 60 days
Wages & Salary Payment 7th day on the following month
Electricity, Telephone & Internet
payment
10th day on the following
month
Other Operating Payments Last day of the month
Insurance 12 months' Advance
Dividend Payment Rate 35% of Net Profit
Dividend Payment Period 3rd Month of the Next Year
Depreciation Method:
Property, Plant & Equipment Straight Line Method
Furniture & Fittings 10% - Reducing Balance Method
Vehicle 12% - Reducing Balance Method
Computer Equipment 20% - Reducing Balance Method
Amortiztion Method Straight Line Method
CASH FLOW STATEMENT:
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Cash Flow from Operating
Activities:
Cash Sales $5,60,00,00
0
$6,14,18,00
0
$6,73,60,19
2
$7,38,77,29
0
$8,10,24,91
8
Collection from Debtors $7,70,00,00
0
$9,14,49,75
0
$10,02,97,5
13
$11,00,01,2
98
$12,06,43,9
23
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Cash Purchase ($2,40,00,0
00)
($2,63,22,0
00)
($2,88,68,6
54)
($3,16,61,6
96)
($3,47,24,9
65)
Payment to Suppliers ($3,00,00,0
00)
($3,89,02,5
00)
($4,26,66,3
17)
($4,67,94,2
83)
($5,13,21,6
30)
Direct Labor Cost ($3,66,66,6
67)
($4,35,47,5
00)
($4,77,60,7
21)
($5,23,81,5
70)
($5,74,49,4
87)
Manufacturing Expenses ($2,60,00,0
00)
($2,85,15,5
00)
($3,12,74,3
75)
($3,43,00,1
70)
($3,76,18,7
12)
Insurance ($12,000) ($12,300) ($12,608) ($12,923) ($13,246)
Rates & Taxes ($6,500) ($6,663) ($6,829) ($7,000) ($7,175)
Salary of Office Staffs ($91,667) ($1,02,292) ($1,04,849) ($1,07,470) ($1,10,157)
Cleaning Charges ($5,000) ($5,125) ($5,253) ($5,384) ($5,519)
Electricity for Office ($13,750) ($15,344) ($15,727) ($16,121) ($16,524)
Telephone & Internet ($7,333) ($8,183) ($8,388) ($8,598) ($8,813)
Salary of Marketing Staffs ($1,37,500) ($1,53,438) ($1,57,273) ($1,61,205) ($1,65,235)
Sales Commissions @1.5%
on Sales
($7,00,000) ($7,67,725) ($8,42,002) ($9,23,466) ($10,12,811
)
Travelling charges @2% on
Sales
($3,50,000) ($3,83,863) ($4,21,001) ($4,61,733) ($5,06,406)
Income Tax Expenses ($18,34,373
)
($22,23,983
)
($26,48,048
)
($31,10,302
)
($36,14,793
)
Cash Inflow/(Outflow) from
Operating Activities
$1,31,75,21
0
$1,19,01,33
6
$1,28,65,66
0
$1,39,26,66
7
$1,50,93,37
0
Cash Flow from Investing
Activities:
Purchase of Non-Current
Assets
($2,02,50,0
00)
Preliminary Expenses ($4,70,000)
Sale of Assets $52,50,000
Return on Deposits $1,50,000
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Cash Inflow/(Outflow) from
Investing Activities
($2,07,20,0
00)
$0 $0 $0 $54,00,000
Cash Flow from Financing
Activities:
Share Issue $3,81,36,71
3
Bonds Issue $2,79,66,92
3
Loan From Bank $1,86,44,61
5
Interest Payment ($37,28,923
)
($37,28,923
)
($37,28,923
)
($37,28,923
)
($37,28,923
)
Dividend Payment ($14,98,071
)
($18,16,253
)
($21,62,573
)
($25,40,080
)
($29,52,081
)
Repayment of Bond ($2,79,66,9
23)
Repayment of Loan from
Bank
($1,86,44,6
15)
Cash Inflow/(Outflow) from
Financing Activities
$7,95,21,25
6
($55,45,176
)
($58,91,496
)
($62,69,003
)
($5,32,92,5
41)
Net Cash
Increase/(Decrease) for the
period
$7,19,76,46
6
$63,56,160 $69,74,165 $76,57,664 ($3,27,99,1
72)
Add: Opening Cash Balance $0 $7,19,76,46
6
$7,83,32,62
6
$8,53,06,79
0
$9,29,64,45
4
Closing Cash Balance $7,19,76,46
6
$7,83,32,62
6
$8,53,06,79
0
$9,29,64,45
4
$6,01,65,28
3
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- Benefit cost-analysis
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Selling Price per unit $3,500 $3,588 $3,677 $3,769 $3,863
Variable Expenses per unit:
Raw Material ($1,500) ($1,538) ($1,576) ($1,615) ($1,656)
Direct Labor Cost ($1,000) ($1,025) ($1,051) ($1,077) ($1,104)
Variable Manufacturing Overhead ($650) ($666) ($683) ($700) ($717)
Sales Commission ($18) ($18) ($18) ($19) ($19)
Travelling Expenses ($26) ($27) ($28) ($28) ($29)
Toatl Variable Costs per Unit ($3,194) ($3,274) ($3,355) ($3,439) ($3,525)
Contribution Margin $306 $314 $322 $330 $338
Fixed Costs:
Depreciation on Property, Plant &
Equipment
$21,00,00
0
$21,00,00
0
$21,00,00
0
$21,00,00
0
$21,00,00
0
Depreciation on Furniture &
Fixtures $1,00,000 $90,000 $81,000 $72,900 $65,610
Depreciation on Computer
Equipment $1,80,000 $1,58,400 $1,39,392 $1,22,665 $1,07,945
Amortization of Patent $1,00,000 $1,00,000 $1,00,000 $1,00,000 $1,00,000
Amortization of Trademark $1,50,000 $1,50,000 $1,50,000 $1,50,000 $1,50,000
Insurance $12,000 $12,300 $12,608 $12,923 $13,246
Rates & Taxes $6,500 $6,663 $6,829 $7,000 $7,175
Salary of Office Staffs $1,00,000 $1,02,500 $1,05,063 $1,07,689 $1,10,381
Cleaning Charges $5,000 $5,125 $5,253 $5,384 $5,519
Electricity for Office $15,000 $15,375 $15,759 $16,153 $16,557
Telephone & Internet $8,000 $8,200 $8,405 $8,615 $8,831
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Interest on Bond
$19,57,68
5
$19,57,68
5
$19,57,68
5
$19,57,68
5
$19,57,68
5
Interest on Loan From Bank
$17,71,23
8
$17,71,23
8
$17,71,23
8
$17,71,23
8
$17,71,23
8
Depreciation on Motor Vehicle
$19,57,68
5
$19,57,68
5
$19,57,68
5
$19,57,68
5
$19,57,68
5
Salary of Marketing Staffs
$17,71,23
8
$17,71,23
8
$17,71,23
8
$17,71,23
8
$17,71,23
8
Total Fixed Costs
$1,02,34,3
46
$1,02,06,4
09
$1,01,82,1
55
$1,01,61,1
75
$1,01,43,1
10
Break-Even in Units 33418 32514 31646 30810 30005
Break-Even in Dollars
$11,69,63,
954
$11,66,44,
669
$11,63,67,
481
$11,61,27,
719
$11,59,21,
254
Other requirements
Year
Particulars 0 1 2 3 4 5
Initial Investment:
Purchase of Non-Current Assets
-
2025000
0
Prelinimary Expenses -470000
Working Capital
-
6402825
0
Total Initial Investment - 0 0 0 0 0
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8474825
0
Net Opearting Profit before Tax 0 9843500
1114220
0
1255575
0
1409659
5
1577823
1
Less: Income Tax 0 2953050 3342660 3766725 4228979 4733469
Net Operating Profit after Tax 0
1279655
0
1448486
0
1632247
5
1832557
4
2051170
1
Add: Depreciation &
Amortization 0 2810000 2756800 2709784 2668230 2631500
Net Operating Cash Flow 0
1560655
0
1724166
0
1903225
9
2099380
4
2314320
1
Terminal Value:
Sale of Non-Current Assets 5250000
Recovery of Preliminary
Expenses 150000
Recovery of Working Capital
6402825
0
Total Terminal Value 0 0 0 0 0
6942825
0
Net Annual Cash Flow
-
8474825
0
1560655
0
1724166
0
1903225
9
2099380
4
9257145
1
Discount Rate (WACC) 8.50% 8.50% 8.50% 8.50% 8.50% 8.50%
Discounted Cash Flow -
8474825
1438391 1464601 1490051 1514858 6156422
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0 7 9 0 9 0
Net Present Value
3589500
5
IRR 10.07%
Average Accounting Profit 6268033
ARR 7.40%
Profitability Index 42.35%
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Results
The UK food and beverage industry is growing at a rapid pace and it has contributed to the GDP
of the economy in a positive manner. The results will be derived from various sources such as
books, journals, newspaper and online articles in order to understand the contribution of the food
and beverage industry to the economy of the country. The analysis will also help the
organisation, Creator Consulting SRL to expand their business in the UK market and gain a large
market share. As the company is a wholesaler of alcoholic and non-alcoholic beverages
operating in various markets, it will be beneficial for the organisation to expand their operations
in the UK market. They will also be able to target the Romanian population living in the UK
market. Creator Consulting SRL can export their products in the market along with opening up
their stores in the UK market.
UK food and beverage sector
It has been observed that the food and beverage sector in the market of UK is growing rapidly.
The amount of imports and exports is increasing and this has contributed to the economy of the
country. The exports are reported to increase at a growth at a growth rate of 6.3% by the year
2021. This industry is expected to grow ahead of the automotive, aerospace, pharmaceuticals and
precious metals sectors. Hence, it can be said that the food and beverage industry is booming in
the UK market and companies looking to expand in the market has huge scope to flourish in the
market. The exports recorded in the F&B industry in the year 2017 was around US$27.2 billion.
The projected growth rate of the industry will lead to US$1.7 billion extra earning for the
industry. The exports of the products manufactured in the F&B industry each year is among the
top five rapidly growing industries in the market. They have a worth of around US$170.6 billion
in the year 2018. By the year 2021, it is predicted that the industry will generate a higher rate of
income from the exports (industryeurope.com, 2019).
Wyelands Bank undertook a research in order to understand the contribution of the exports and
imports of the organisation in the economy of UK. The research was undertaken by collaborating
with Global Trade Review, which is the leading media organisation, dealing in trade and trade
finance. Along with this, the Coriolis Technologies was also included in carrying out the
research. It is a trade data organisation, which provided all the necessary information required for
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carrying on the research. The F&B industry is crucial to the growth of the economy of UK and is
in the sixth position in the export sector of the economy. After the US, UK comes in the second
position for exporting F&B products all over the globe. Hence, this will serve as an opportunity
for the organisation CCS to expand their business in the new market. This will help them to gain
customers and retailers in the market along with enhanced profits and revenues. The turnover
recorded in the market for the year 2017 is £243 billion. This has led to the creation of more than
800,000 jobs for the people in the country. If CCS expands their business in the UK market, the
employment rate of the country will increase and the GDP will be enhanced. However, the F&B
sector in UK is only focused in the domestic market and only 9 percent of the total production of
the F&B products goes into exports (www.ons.gov.uk, 2019).
The imports of the F&B industry in the UK market are around 48 percent. Hence, it can be
observed that that the amount of imports is more than the amount of imports for the F&B
industry. The imports of the country for the F&B industry in the year 2017 were over $60 billion.
This created a balance of payments deficit for the country, as the amount of imports was greater
than the exports. The deficit was of around $30 billion. UK also falls second in being the
importer of F&B by value. This will lead to opportunities for new companies to expand their
business in the market in order to stabilise the balance of payments deficit for the country. SMEs
are also given importance in the industry, as it is believed that the SMEs are vital to the growth
of the economy. It has also been recorded that the F&B industry is mostly run by the SME sector
(www.epicor.com, 2019).
The tastes and preferences of the customers are changing rapidly and this has affected the
consumer behaviour related to the UK F&B industry. The manufacturers are responsible for
perceiving the new trends in the market and implement them in their labels and packaging. It is
not necessary that the manufacturers should follow the consumer and market fads as it will not
provide a sustainable method for the growth of the business (www.epicor.com, 2019).
Innovative and small companies in the manufacturing sector also play a substantial role in the
development of the F&B industry in the UK market. The global supply chain for the food and
beverages is managed by these organisations. The trade accounts contribute a large amount to the
GDP of the country, which is 58 percent. Due to this, the UK economy comes under the “most
open in the G20” and it is considered as more open than America, China and Japan. The amount
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of exported goods for the country was US$433.5 billion and around US$678.1 billion for the
imported goods for the year 2016.
Growth in South America and Asia Pacific
UK is one of the biggest exporters in the F&B industry for Europe having a share of 46.3
percent. Next in line are North America (17.2 percent), Sub-Saharan Africa (5.4 percent), Asia
Pacific (7 percent), South America (1.2 percent) and Mena (1.8 percent). However, the markets
in the Asia Pacific region is perceived to be the fastest growing as the exports will rise at a
growth rate of 3 percent per year. This goal is expected to be achieved by the end of 2021. South
America will also flourish with the exports of UK and it will increase by 0.5 percent by the end
of 2021. International trade is crucial in the economy of a country as it helps in maintaining
cordial relationships with other nations. It will also enhance the positive impact of globalisation
and customers all over the world will be able to use products and services from different places
and brands. The employment rates of the countries will also increasing improving the financial
condition of the country along with the standard of living of the people.
Economic contribution and growth opportunities of the food and drinks sector in UK
One of the leading manufacturing sectors in the market of UK is the food and drink industry. The
annual contribution of this sector to the economy is around £28.2 billion and around 400,000
people are employed in the industry. The industry serves as a vital factor in the growth and
prosperity of the economy, both at the national and international economy. However, in the
recent years, the F&B market has become uncertain due to the implementation of various laws
regarding the manufacturing and selling of alcoholic beverages. UK has a diverse range of
people in its population and hence it is necessary to cater to the needs of all types of customers.
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Figure 2: Composition of the F&B manufacturing base in UK
(Source: Fdf.org.uk, 2019)
The F&B is diverse in nature and it can be understood in three different ways-
As seen from the figure above, most of the (96 percent) of the F&B manufacturing companies
are the SMEs. The mix of small and large companies in the manufacturing of alcoholic and non-
alcoholic beverages has been beneficial for the industry as they can get a wider range of
customers. The selling prices for the small and large companies will differ and hence customers
from all income groups can purchase products from this industry contributing to their
development and expansion. Both the SMEs and the large organisations have experienced
growth in the last five years and this has contributed to the economy of the nation
(www.great.gov.uk, 2019).
The employees in the sector belong from different cultures, backgrounds and races and this will
lead to a diverse culture in this sector. The F&B industry do not discriminate people based on
different grounds such as background, race and ethnicity. The F&B industry is one of the market
leaders in the economy and is one of the highest contributors in the market of UK.
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Figure 3: Geographical spread of businesses in the F&B industry
(Source: Fdf.org.uk, 2019)
One of the most of the important factors in this industry is the productivity of the sector. This
will depend on the performance of the manufacturers and employees recruited in this industry.
The skills of the workforce are being increased efficiently and this will contribute to the
improvement of the sector (www.ibisworld.co.uk, 2019).
Figure 4: Change in productivity
(Source: Fdf.org.uk, 2019)
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The industry is mostly dependent on the EU workers who have migrated in UK in search of a
better lifestyle and employment. Possessing appropriate skills and experiences for the people
being recruited in the industry is essential for the growth of the sector in the national and
international market. Brexit has also significantly affected the F&B industry in the UK market.
The supply chain of most of the organisations was negatively affected due to the changes in the
trade policies in UK and other EU countries. Trade was also limited between UK and other
countries leading to a disruption in the imports and exports of the country. However, many
organisations were not aware of the implications of Brexit on their organisation.
However, one of the issues that the organisation is facing is that ageing workforce. Most of the
workforce in the food and beverage industry belongs to the older generation, which is creating an
obstacle in the productivity and performance of the sector. As per reports generated by the Grant
Thornton survey, it was perceived that almost 11 percent of the workforce would retire in the
coming decade. This will create a need for young employees in this sector as they are more
efficient and they will possess the required skills and knowledge to increase the performance of
the industry. The UK should be aware of the changes it has to face and the issues due to the
ageing workforce. Most of the workforce is immigrants from different countries, which is
lowering the employment rates of the people belonging to UK.
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Figure 5: List of largest F&B companies in the UK
(Source: www.consultancy.uk, 2019)
Although the industry seems to be performing well, it also has to face various challenges and
issues, which are vital to the growth of the organisation. Due to the rise in the inflation rates, the
prices of the raw materials are increasing. This will affect the F&B industry, as the production
costs for alcoholic and non-alcoholic beverages will increase leaving little scope for profits. The
profit margins might decline by 0.5 percent, which might lead to losses for the smaller
companies. Brexit has also caused changes in the export tariffs and trade rules. This has affected
the F&B industry of UK in a negative manner. While expanding their business in the market of
UK, the organisation CCS should take special care in analysing the market along with
understanding the changing needs of the customers. However, UK serves as a beneficial market
for the organisation to expand their business and introduce their products to the customers. The
ripple effect is being felt by the F&B organisation post-Brexit. However, the revenue of the
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industry is growing at a considerable rate although the rise in the rate of inflation has reduced the
profit margins for the sector.
The largest organisation in the F&B industry in UK is the Associated British Foods having an
annual turnover of £3.3 billion. Hence, in order to compete with this organisation along with the
others, CCS should be able to devise effective strategies to combat the negative issues faced by
the industries.
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Discussions
The UK food and beverage industry is growing rapidly in the emerging market. The growing
rate of this industry is attracting the foreign investors to invest on their business in this country.
The retail industries who are conducting their business in the food and beverages segment of the
retail market are creating higher rate of revenue returns. It is found that it has ranked as the
largest food and beverages retailing destination. The economy of this country is getting wider in
that case the foreign companies are interested in entering the UK market with their products. The
company CCS of Romania is a wholesaler and retailer of the alcoholic and the non alcoholic
drinks (Heale & Twycross, 2015). This company is focused on entering the market of UK in
order to expand their business of food and beverages in the European market.
From the above secondary analysis, it has been found that the company CCS has implemented
various strategies in order to incorporate their business in the European market. With the help of
the challenges, the company can successfully start their business in the country. There are many
factors that can affect the business of this company in the market. Some of the major factors are
the opportunities in the emerging market, the strong reliance on the workers of Europe and the
effects of Brexit whereas, there are many opportunities which can help the organisation in
growing in the market of UK. There are many innovation methods that the company can
implement in order to be the market leader in the food and beverages industry of the country
(Noble & Smith, 2015).
Innovating the techniques will help the organisation in improving the productivity level.
Increasing level of production of the company CSS will eventually help the organisation to fulfil
the expectations of the customers. This sector of food and beverages is consistently growing with
the market innovations. With the improved technological advancement, and innovative supply
chain methods the company can easily grab a large market.
Improved production technology will help the organisation in bettering their product quality. The
company can also follow the latest trends of the country which will also eventually help them in
growing their business rapidly in the emerging market of UK. The company CSS is more
engaged in manufacturing the alcoholic drinks, the company can make strategies to innovate the
drinks that are non alcoholic but fancy drinks. The young customers get attracted towards the
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fancy products. With the help of 3D printing technology the company can actually improve their
product packaging to attract more number of customers towards their business. With these
innovative methods CSSs can easily grab a large market towards their business.
The company CSS can use the growing opportunity method with the help of trading. The trading
both in by the exporting method and importing method is equally beneficial for the company.
The UK market has seen a stable condition in food exports in that case, the company can use its
strategy to enter in the market of UK and grow their business with the help of different
government policies (Huang et al., 2017). The Brexit has also created great threats to the trade of
the food and beverages segment of the country. UK has a good name in exporting their products
and they are always open to do partnerships with the foreign companies in order to grow their
business. There are various entering methods to enter the foreign market, which the company
CSS can use for entering in the market of UK. The methods are provided below:
Direct Exporting – With the help of direct exporting method the organisation can directly export
their products in the foreign market in order to conduct their business in the UK market. There
are many concepts of selling in the market which the company can acquire in order to conduct
their business. The distributors or the agents have the most essential roles in the conduction of
the business.
Franchising Method- In this method the company can look for the similar kind of business model
in order to transfer their business. This method helps the organisation in gaining rapid expansion
in the market of the chosen country. By using the Franchise model the organisation can get the
brand recognition which will help them to increase their revenue rates in the market.
Licensing- This method of entering the market of UK is considered as the most sophisticated
way of entering the market. In this method the company can take the transfers legally in order to
conduct their business properly in the market (Ghaani et al., 2016). CSS can use this strategy to
take the license for product which will eventually reduce the cost of production and
transportation and lead the organisation towards profitable growth.
Joint Ventures- This method is similar to partnership method. In this method the company can
easily form partnerships with the company that have their origin in the European market, by
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implementing this strategy the company can easily assess their business in the market of UK as
both the companies can form partnership and generate a new company out of those two.
The UK market has the customers that follow the trends of high standard in that case the market
for the alcoholic drinks can get a good attention. The alcoholic beverages grab the largest market
in the food and beverage industry of the country (Rahman & Ozuem, 2019). The company CSS
mainly has their recognition in manufacturing and retailing Vodka that is an alcoholic drink. The
company can use different strategies and can manufacture different drinks such as beer, as beer
has the largest sale in the European market (Velásquez & Meunier, 2017). On the other hand the
company can also use the strategy to introduce the non- alcoholic drinks as the customers get
attracted towards the drinks that are fancy and are manufactured by the companies who produce
alcoholic drinks. The soft drinks also can create great profitability for the company as UK has
recorded the largest producer of soft drinks.
Reliability – The information found from the discussion and results are reliable as the economic
condition of the country UK is very stable. The demand for the alcoholic products will never go
off trend. In that case, the company CSS will always have a profitable growth in the market of
UK. From the information it is cleared that with the implementation of the different strategies the
company will eventually increase the profitability in this market.
Validity – The major event that is ongoing in the market is Brexit which gives the validity that
the project which is done is valid. The reports that are provided in this assignment give the actual
fact that will help the company in taking the decision as well as solving the problems of the
organisation.
The research project gets associated with the implementation of the project by devising the
specific policies and strategies of the organisation that helps the project to carry out a
quantitative survey upon the Romanian customers who are living within the country of United
Kingdom. The relevant themes were covered and assessed and it cleared the idea about the
various operational activities and services related to the Company’s operations. The relevant data
and the information associated with the depiction of the themes involved with establishing the
analysis of the secondary data. The reliability and validity of the data being collected is
accomplished. The data and information will be integrated within the research sphere to help in
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establishing the activities of the research in an efficient manner by sticking to the laws and
policies of the research study.
According to Coolican (2017), the questions related to the strategy and the products developed
by the CREATOR CONSULTING SRL company in Romania was distinguished with that of the
strategies and products devised and designed by the company while plying its trade activities and
services within the country of United Kingdom. The thematic analysis was conducted by the
inclusion of the themes which was related to the idea imparted about the validity of the products
being sold within the market of United Kingdom and in the market of Romania. All the thematic
aspects and subject matters are discussed and varied range of services provided by the
organisation was mentioned. The reliability of the different statistical data and facts are helpful
in carrying out the collection of data in a systematic manner within the research sphere by
sticking to the different policies and strategies (Merriam & Tisdell, 2015). From the content and
the topics covered under the themes, it was clear and evident that the organisation CREATOR
CONSULTING SRL had the capability and could implement the relevant strategies and policies
to help in upgrading the structural framework. It was helped in developing the products for the
welfare of the company’s functioning within the social sphere.
The secondary data analysis supported by the themes helped in understanding the fact that the
holding of another company in UK apart from CREATOR CONSULTING SRL SA was highly
beneficial and reaped benefits for the company and its future prospects to establish the activities
properly within the organisational sphere. The topics related to the growth of the food and
beverages sector within the society of UK was discussed and the benefits associated with it were
included. The CREATOR CONSULTING SRL Company could provide efficient services to
their customers by developing the supply chains with the help of adoption of specific
technologies that have their relevance in the open market to help in achieving the objectives and
goals of the organisation. The profits garnered by the practices being adopted by CREATOR
CONSULTING SRL SA proves to be beneficial and advantageous to help in ensuring that the
smooth functioning of the services and actions are beneficial for the organisation to fulfil its
objectives and goals within the research sphere (Grant, 2016).
According to Charles et al., (2017), the Company CREATOR CONSULTING SRL SA tends to
devise the strategies and policies that would help in developing the specific actions and services
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that can establish their bases within the organisational sphere. The enhancement of the customer
base within the organisation is possible for the organisation by the help of developing the
differentiation of the different ranges of products and commodities to reach out to more of the
customers. The entry modes by which the company can venture into different markets were
established to help the company fulfil their demands and requirements by sticking to the policies
and strategies. The referrals and recommendations have to be the best strategies that have to be
chosen to establish the services within the organisational sphere to implement the activities and
services in a systematic manner. The Company can opt for the varied ranges of options such as
alternative marketing that have their benefits in establishing the operations and maximise the
profits of the organisation. The themes and the topics associated with the profitability and
productivity of the organisation in UK provided the impetus to establish the operations in UK.
The products and services are availed by the customers that cater to their needs and requirements
are of unique features and designs.
The products manufactured by CREATOR CONSULTING SRL SA tend to have different
qualities in the market of the United Kingdom rather that in the market of Romania to establish
their credentials to achieve their goals and aims. CREATOR CONSULTING SRL SA also
devises the appropriate strategies that have their relevance and are beneficial to enhance their
market revenues and maximise their profits in future. The actions could be executed in a proper
manner by sticking to the policies and rules of the organisation.
The strategies within the market adopted by the company provide them the impetus to carry on
their operations in a smooth and efficient manner to achieve the aims and goals of the company
in future. CREATOR CONSULTING SRL SA adopts the specific steps and measures that
provided them the much-needed support to establish the relevant activities in the open market
and reach out to the customers properly. CREATOR CONSULTING SRL SA can also design
their products and services by integrating the specific modern and advanced technologies having
relevance in the market by observing the market trends that exists within the social sphere.
According to Cundari (2015), CREATOR CONSULTING SRL SA also has their own set of
strategies and activities that have a positive impact upon the customers availing their facilities
and services. The company observed the modern and advanced newer marketing trends within
the society and it helped them to sell their alcoholic and non-alcoholic drinks to the target
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customers present within the social sphere to meet the objectives and goals of laid down by the
company. The Company also has perfect ideas regarding recruiting promising employees within
their organisation to help derive the desired benefits and advantages in ensuring its smooth
functioning within the organisational sphere by sticking to the policies and norms. The company
gets the support of its employees and the management also helps in cohesive action within the
organisation to meet its demands and requirements that are beneficial for the achievement of the
varied range of goals and targets.
According to Grant (2016), CREATOR CONSULTING SRL SA designs and manufactures
products and commodities that attract most of the customers in the open market in accordance
with the thematic analysis being conducted by the organisation involving the relevant topics and
features. The topics included within the themes associated the importance of the food and
beverages industry giving specific importance to the alcoholic and non-alcoholic sector tends to
provide an idea about the market and its demands. The different strategies adopted and the
practices generated by the Company helped the Company to frame the ideas that supported the
initiatives of the Company to build upon their targets in future. The secondary research carried
out helped in developing the efficacy of the specific methods going on within the organisational
circle to meet the goals and aims properly. The revenues shared within the market and the
objectives and goals are linked in a systematic manner that helps the organisation to take the
necessary initiative to meet the goals in the open market.
The strategies and the desired actions need to be adopted by the management to help them take
the necessary action in dealing with the operational work happening within the organisation to
meet the objectives and aims of the organisation. The revenues registered by the Company helps
them to meet their objectives and goals that they adopt.
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Recommendations
The operation of CCS will be affected by several factors in the UK. The recommendations that
can be provided to the organisation CCS in terms of its investment and operation in the UK after
the analysis done above has been described below:
Investment
The competition in the F&B industry in the in the UK is immense because there are numerous
huge and popular organisations in the sector. For CCS, it is required that it diversifies its segment
in terms of beverages. In other words, it can be stated that the organisation needs to offer not
only alcoholic drinks like vodka and others but also offer non-alcoholic beverages to the
customers in the UK. In the UK, the price of non-alcoholic drinks has fallen by 3.4% in the
period 2008 and 2018 (Industryeurope.com, 2018). Therefore, it can be stated that CSS can earn
profit from its investment in the UK market only if it offers non-alcoholic drinks as well other
than non-alcoholic drinks.
If the productivity is concerned then the F&B industry in the UK, then the yield of
manufacturing, wholesale, food chain, catering, and retail industry has been shown below in the
figure from 2000 to 2016.
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Figure 6: Productivity of F&B sector in UK
(Source: Gov.uk, 2019)
The manufacturing, wholesale, food chain, and retail sector in the F&B industry has grown in the
period between 2000 and 2016. However, the growth of the catering sector in the industry has
gone down. Thus, based on the data obtained it can be stated that the investment of CCS with
respect to its expansion in the F&B industry in the UK is doable because the chances of its
development in the country is high (Gov.uk, 2019). The organisation will have numerous
chances of increasing its profit in the country, but this is only possible if the organisation
diversifies the beverages that it will offer to the customers.
The organisation specialises in vodka as designed by Karim Rashid Anestasi that is named A
Vodka. However, in order to appeal to the customers in the UK it is required that the
organisation offers non-alcoholic beverages as well to the people in the country. Moreover, it is
required that the organisation investigates by investing on marketing research to figure out the
taste of non-Romanians in the country. The organisation will be aided in this way to reach
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Romanians as well as non-Romanians in the UK so thus aiding the organisation to emerge
successful in its endeavour of expanding or entering into the UK market. After market research,
CSS must concentrate on the production of beverages as per the tastes of the customers.
The organisation needs to analyse the competition that it will face from the popular F&B
organisations in the UK, so that it can identify the strengths as well as weaknesses of the
competitors in the country to devise strategies accordingly. The organisation will be aided in this
way to gain competitive advantage over other companies in the industry. Based on the external
factors of the UK, it is necessary that CCS focus on the negative affect that Brexit has caused on
the stability of the country economically and politically. It is required that the organisation is
prepared before investing in the UK so that the obstacles can be conquered effectively to make
its endeavour successful in the UK.
Feasibility
The organisation CSS needs to offer non-alcoholic drinks as well to the people in the UK. Since,
the proportion of Romanians in the UK population is high, and people have the urge of using the
products that are manufactured in their home country, it is necessary that CSS ties-up with the
restaurants, supermarkets, and hotels. Nevertheless, it is recommended that the organisation also
supplies its beverages to the off-licence shops, however it is illegal but the organisation’s
profitability will be increased in this way (Svensson, 2001). The organisation needs to gain
advantage over its competitors that it can gain since it will offer its premium vodka that is
manufactures Romania, thus the Romanians in the UK will be appealed in this way.
However, the non-alcoholic drinks that the organisation will provide must be manufactured in a
way so that even the non-Romanians can be appealed based on their taste or desires. CSS will
have economical advantage over other organisations in the country in the F&B industry also
because the organisation will develop an application that will not consist of any clause with
respect to the minimum order that the customers can order. In other words, the customers will be
delivered even the smallest quantity or amount they order. However, the organisation needs to
focus on features of the mobile application that it will develop so that it does not have any faulty
aspect.
Planning
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CSS needs to plan as per the situation that it might face with respect to the external as well as
internal factors that might affect its operation in the country. Value chain analysis can be used
for formulating proper strategies so that the organisation can emerge successful in the UK. Value
chain analysis is crucial for providing worthy products to the customers of an organisation by
analysing its activities (Jaligot et al., 2016). M. Porter’s model of value chain can be used in this
case. The value chain activities of CSS for the formulation of plans accordingly to earn profit
have been described below:
Primary Activities: The activities concerned with the conversion of raw materials into final
products along with the activities of distribution are known as primary activities.
Inbound Logistics: CSS will import the beverages manufactured in Romania through air that
is cargo aeroplanes.
Operations: The organisation will use packaging materials that are eco-friendly and will not
be made of any element that might prove to be hazardous for the customers. This will ensure
that quality services are provided to people. Outbound Logistics: CSS will supply or distribute its beverages to supermarkets, restaurant,
hotels, and non-licensed shops. The beverages will also be accessible by the customers
directly through the mobile application that it will develop (Al-Shammari and Al-Faqir,
2017). The stocks will be stored in a warehouse in London.
Marketing and Sales: CSS will use internet marketing as well as hoardings and
advertisements on radio and television to reach people in the UK
Service: The organisation will take reviews and feedbacks from the customers to find out if
the organisation needs to improve any of its aspect or feature.
Support activities: The activities that underpin the primary activities are known as support
activities.
Infrastructure: The organisation will have store in the centre of London. The organisation
will also have a warehouse for keeping its stock and an office for quality check, IT, finance,
planning, legal factors, and others. The organisation will also have a manufacturing plant in
the outskirts of London.
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HRM: CSS’s human resource department in its office will be responsible recruitment,
promotion, appraisals, retention, dismissal, and training of its employees (Hailu, 2016).
Procurement: The organisation will import Anestasi vodka from Romania for which the
organisation is popular in the country to ensure that the Romanians are satisfied and feel
connected. However, other alcoholic and non-alcoholic drinks will be manufactured in the
manufacturing plant in London.
Technology: The organisation will adopt the latest developments in the technological field so
that its cost of operation can be decreased thus increasing its profit margin.
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Conclusions
To emerge successful in the endeavour of expansion in the UK, it is required that CSS focuses on
investment on market research so that the desires of people pertaining to non-alcoholic beverages
can be known. The organisation needs to emphasis on the sale and distribution of its beverages to
the hotels, non-licensed retailers, as well as restaurants. The organisation needs to devise plans
so that the external forces that will affect its operation in the UK environment can be tackled
effectively. The organisation needs to analyse the market forces properly, so that the demand of
the customers as well as the availability of drinks in the UK market can be figured out. The
organisation needs to adopt proper measures of analysing the competition in the UK market so
that it can gain competitive advantage over other organisations in the market and can attract
more customers.
CSS will diversify its products that are the organisation will also offer non-alcoholic beverages
other than alcoholic beverages. The organisation will offer its premium vodka to the people in
UK, mainly to attract Romanians in the country. However, since the organisation will offer other
kinds of drinks as well, it will manufacture the drinks in its manufacturing plan based in the
outskirts of London. Nevertheless, the organisation will import Anestasi vodka from Romania
through cargo aeroplanes. The organisation will emphasise on the development of mobile
application to make sure that the experience derived by the customers can be enhanced by
making their journey more comfortable. The organisation will adopt internet-marketing methods,
along with advertisements on radio and television to reach people in the UK.
CSS is estimated to have better position in the market as compared to its competitors, because
the organisation will offer unique beverages to the customers that are beverages that have
Romanian touch. The Romanians thriving in the UK will feel connected to the organisation
because its beverages will reflect the Romanian culture. Its beverages will be based on the results
obtained from market research that is as per the tastes of the people in the UK. The organisation
will also make use of mobile applications that will not have the clause of minimum quantity to
be ordered that the other organisations in the UK market do not have thus, giving CSS a
competitive advantage in the UK market from its competitors.
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The organisation will offer its products that are alcoholic as well as non-alcoholic beverages to
the customers directly through its stores, the restaurants, non-licensed stores, as well as hotels.
The organisation will also have a mobile application for the customers to order the beverages
online; however, to make sure that the UK guidelines of consumer law is not disobeyed the ID
details have to be put by the consumers in the application before placing the order in case of
alcoholic drinks. The ID details will be verified at the time of delivery. It will make sure, that the
children below 18 years age do not get access to the alcoholic products. The F&B industry is
growing at a very fast rate in the UK, therefore, the chances of success of CSS in the country is
huge as the purchase made by the customers in the industry is growing.
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