Introduction to Business - ITB: Sassy N Messy Case Study

This study highlights the concepts of introduction of newly start up business namely “Sassy N Messy” company which is a fashion hub brand situated within the United Kingdom. The report identified various kinds of businesses along with the firm pestle, porters five force as well as swot analysis in order to make them aware about other internal as well as external factors in advanced manner.

INTRODUCTION TO
BUSINESS – ITB

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Different types of businesses.......................................................................................................3
Business structure of Sassy N Messy..........................................................................................4
Macro Environment.....................................................................................................................4
Micro Environment......................................................................................................................6
SWOT analysis............................................................................................................................7
RECOMMENDATION...................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
A business is described as an organization or enterprise that is engaged into commercial,
professional or industrial activities. Businesses have been developed with an intention to acquire
profit margins along with fulfilment of people desires. It is significant as it is designed to expose
interests of varied people towards different functions of modern business (Portovaras and et.al.,
2020). This study will highlight the concepts of introduction of newly start up business namely
“Sassy N Messy” company which is a fashion hub brand situated within the United Kingdom.
The company wants to offer wide fashion range from online platform for the people located
within the society n order to grow their business functions at dissimilar locations. The firm is a
fashion forward tech brand which wants to combine the digital experiences with the encouraging
fashion range for people of various age group so that they can able to feel more confident.
MAIN BODY
Different types of businesses
In context of various kinds of businesses, it has been identified that in general here are four
main types of businesses such as sole proprietorship firm, which is owned by one individual
person and bounded with no legal or financial distinctions between businesses as well as their
owners. Partnership business firms which are owned financial and legal responsibilities are
equally divided and must be registered for IRS purposes. Another is limited partnership which is
ideal for those candidates who are interested n raising capital from investors who are not active
in their daily life. Non profit organizations are also a type of business entity that is being run by
the owner without having an intention of earning profit margins or pay expenses of the firm
along with application of tax exempt status (Huntington, Gordon and Plamping, 2018). Next is
the Co-operative business whose earnings are divided into various members, they have no other
external stakeholders and members are able to use its services. The last is the limited liability
company who is a mixture of a partnership firm and a corporation that is being designed in order
to make it easier to start small businesses. This is one of the most popular business types for new
start-ups.
In context of Sassy N Messy, the business is a sole proprietorship firm introduced within
the market place with a basic intention to offer wide fashion range along with good quality of
goods and services that are being combined with innovation and sustainability.

Business structure of Sassy N Messy
The company “Sassy N Messy” is a sole proprietorship establishment which is an
informal, unincorporated business entity that is not legally separated from their business owners.
Under this, profit and losses are reported on an individual basis in terms of tax returns as well as
the business owners who is personally liable for all type of debts and risks (Borisoglebskaya and
Sergeev, 2018). It is best for small businesses and especially for start up companies as initially
they share low profit margin along with low type of risks, having smaller customer base in initial
years and started by the owner to fulfil their hobbies.
The advantages that have been offered by such kind of business entities are related to the
spending as their owners are required to invest less money and energy upfront in order to
formulate a business entity. This is good for testing as it offers low risk along with low profits
margins as well. Sassy N Messy is a private limited company having a legal entity share their
own rights and is separated from those who own it in the eyes of the law. The major type of
benefit that is being shared by the firm is related to the limited amount of shareholders over their
investment and any unpaid shares they own.
Macro Environment
In order to examine the Sassy N Messy organization impacts from the macro environment,
the pestle analysis has been done which discusses various factors such as economic, political,

legal, social, technological and environmental which are highly capable enough to impacts the
business (Aleksandrova, Aleksandrov and Vasiliev, 2018). The examination is effective enough
to highlight the different extrinsic scenarios which impact the business of the brand. The pestle
analysis of the establishment has been shown below:
 Political factor
As per the company perspective, it has been identified that the firm is not facing
any kind of political affiliations as it is a start up company and still requires a lot of time
to set up their business among the markets of United Kingdom. However, there are
certain situations due to which he business of the Sassy N Messy have been affected such
as political crackdown on gift giving and corruption within the UK.
 Economical factor
The company is economically faces strong conditions as the UK is having a
strong GDP growth in emerging markets. However, at some point of time, the products
faced economic downturn within the products along with volatile currency movements
within the country. After the introduction of pandemic situation, it becomes difficult
especially for newly start up companies just like Sassy N Messy to recover as it affects
drastically over the business conditions of such small organizations.
 Social factor
In terms of social effects over the firm, it has been evaluated that the customers’
preferences and tastes are keep on moving and shifting from one thing to another. Apart
from this, their spending behaviour also constantly changes. The demographic
segmentation of the area also impacts greatly over the organizations just like Sassy N
Messy. It highly affects from the societal as well as geographical conditions of the UK
and also from the higher growth in Chinese market because of travel restrictions during
the time of Covid-19.
 Technological factor
The company take great initiatives in order to keep all their customers highly
satisfied in each and every manner. Due to which the Sassy N Messy tries their maximum

to follows digitization of the business in order to approach large number of buyers among
the society. They are highly effective enough to merge style along with the technology to
reach maximum number of people. This is the reason that they connect consumers
through digitization on a very immediate basis.
 Legal
Though the Sassy N Messy is a newly start up business but it strongly fulfil the
compliances standards for their suppliers. Sometimes the legal obligations have been
faced by the firms and thus, the organization just like Sassy N Messy who is a newly start
up company have to become highly conscious about such kind of practices in advanced
manner and do adopt primary activities in order to avoid them.
 Environmental
Company follows all kind of corporate social responsibility areas in order to
sustain their brand image within the market place. The products are prepared from natural
thread and are less effective over the external atmosphere as they are chemical less in
order to complete the desires and demand of the customers.
Micro Environment
The idea of digitalization within the business has required much attention over the last few
decades. Thus, in order to do micro environment analysis, the Porter’s five force model have
been applied which effectively able to discuss and elaborate the conditions of the Sassy N
Messy.
 Potential of new entrants
The providers of the similar kind of products have a couple of substitute goods that are also
effective enough to attract more of customers and hence apply pressure over the business
organization just like Sassy N Messy. But as it is a newly constructed firm, it offers goods and
services at cheaper rates rather than others and with very good quality offerings (Aagaard,
Aagaard and Harrison, 2019). The potentiality of new entrants are high as lot of people are ready
to introduce their own products and services into the market place and also it does not requires
much capital and investment at initial stage to start up any new small business at this initial

stage. Therefore, the company ought to be a basis where the company discovers and execute
their strategy in most effective manner to increase their competitive benefits.
 Power of suppliers
At initial timings, the power of suppliers is high in nature as the company have to
build a competitive method to understand the sources of the competitive forces. Hence, it
also helps the firm to customize their techniques which are highly fit within the
competitive environment.
 Bargaining power of customers
Bargaining power of customers is low in nature as the firm is providing their best
of the offerings. Since, wholesale customers account for only around 10% of the total
sales volume and hence there bargaining power is limited in nature.
 Threat of substitute products
The threat of substitute products is medium as the company offers their goods and
services to the people who are having income group from low to medium. Nowadays,
customers are more fashion conscious and thus require new and advanced designs.
Therefore company tries their maximum to fulfil their requirements in complete manner.
 Competitive rivalry within the industry
The competitiveness within the industry can be identified as relatively moderate
in nature but provide high margins as well and the customers perception about the price.
Hence, the company might have varied rivalries in the market place of UK.
SWOT analysis
Strengths
 Sound financial condition.
 Custom tailored products made with
royal and beautiful material.
 Exclusive product portfolio showcasing
latest fashion style.
Weaknesses
 Limited customer base at initial stage
due to newly start up firm.
 Restricted retail market to maintain
exclusivity.

Opportunities
 Achieving strong expansion by capture
more emerging markets.
 Increasing online presence by investing
into digital capabilities.
 A greedy yearns for innovation among
buyers.
Threats
 Global economic growth affects the
fashion industry.
 Intense competition resulting in limited
customer base.
RECOMMENDATION
The key findings from the complete analysis is that company needs to develop their
exceptional space over digital platform in order to attract more and more customers those are
interested into having fashionable clothes to look beautiful and attractive than others. Thus, the
company have to implement new, advanced and innovative strategies to attract maximum buyers
towards their business activities (Amankwah-Amoah and Wang, 2019).
CONCLUSION
From the above report it has been concluded that, the new start up business just like Sassy N
Messy also have to deal with and considers specific analysis in order to handle their business
effectively in the market place where all other organizations are also available. The report
identified various kinds of businesses along with the firm pestle, porters five force as well as
swot analysis in order to make them aware about other internal as well as external factors in
advanced manner.

REFERENCES
Books and journals
Aagaard, A., Aagaard, A. and Harrison, 2019. Digital Business Models. Cham: Springer
International Publishing.
Aleksandrova, S.V., Aleksandrov, M.N. and Vasiliev, V.A., 2018, September. Business
continuity management system. In 2018 IEEE International Conference" Quality
Management, Transport and Information Security, Information
Technologies"(IT&QM&IS) (pp. 14-17). IEEE.
Amankwah-Amoah, J. and Wang, X., 2019. Opening editorial: Contemporary business risks: An
overview and new research agenda. Journal of Business Research, 97, pp.208-211.
Borisoglebskaya, L.N. and Sergeev, S.M., 2018. Model of assessment of the degree of interest in
business interaction with the university. Journal of Applied Economic Sciences, 12(8),
p.54.
Huntington, J., Gordon, P. and Plamping, D., 2018. Managing the Practice: whose business?.
CRC Press.
Portovaras, T., and et.al., 2020. Management of small business entities. Independent Journal of
Management & Production, 11(8), pp.680-694.
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