Table of Contents EXECUTIVE SUMMARY.............................................................................................................3 INTRODUCTION..........................................................................................................................4 FINDINGS.......................................................................................................................................4 Nature of the entrepreneur behind the venture...........................................................................4 Business concept and sources of competitive advantage...........................................................5 Current demand level and competitive environment.................................................................6 Growth and development of business to date............................................................................8 Challenges of managing and running the business....................................................................9 Current growth and development strategy (Ansoff matrix).....................................................11 Government support measures to deal with the challenges faced............................................12 CONCLUSION (Solution for pure eat).........................................................................................13 RECOMMENDATION.................................................................................................................13 REFERENCES..............................................................................................................................15
EXECUTIVE SUMMARY The report discusses the importance of managing small business and medium sized enterprises. Brief evaluations have been made in the report to understand the start up process of smallmediumenterprises.Theconceptoftheseenterprisesandsourcesofcompetitive advantages. Also, development and growth of business to date have been explored and the challenges which these business faces while managing and running the business are there. The report is in the context of Pure Eats which is a Manchester based organisation. The services of the organisation include provision of fresh and organic food products. At last, the important government measures have been explained that can make the organisation achieve its goals and objectives.
INTRODUCTION The below report interviews the entrepreneur who suns a medium sized business. The business which Interviewer runs is food company named asPure Eats. Launched in 2014, the company is situated in Manchester, United Kingdom and is a sole proprietorship. The organisation produces organic food products such as packaged dairy, whole foods, etc. and sells it to consumers on retail and e-commerce platforms. The annual profit earning ofPure Eatsis£95,000 to £1,00,000. The below report identifies the nature of the entrepreneur in the venture. The start-up process of Pure Eats, the concept of business and its sources of competitive advantage, the current level of demand, its challenges, SME's growth as well. FINDINGS Nature of the entrepreneur behind the venture The man behindPure Eatsis an individual with great skills and knowledge. Interviewer at the age of 20 started finding new ideas and looked for a number of options in order to start new business. He started Pure Eats with and idea of serving people with foods which are organic and local(Karadag, 2015). The characteristics of Mike includes creativity, innovation, being goal- oriented, leadership and managerial skills, etc. Apart from all these characteristics, he is one of the leading entrepreneurs in United Kingdom's medium sized enterprise businesses. Pure eatsstarted with a concept of making foods that are easily available and does not require too much time and effort. These foods are prepared and sold with great packings to the consumers. The entrepreneur of Interviewer ensured that the organisation is achieving growth and success and the businesses is running successfully. He ensured proper skills and ideas are being used behind the success of the business. The entrepreneur holds effective management skills. Better management skills allows him to manage the team properly in order to achieve set goals. Also, it makes the organisation run its operation's smooth and effective. His learnt leadership skills allows the organisation to have an effective leadership where employees feel motivated and inspired. These characteristics allow the entrepreneur to manage and lead the organisation as per its set goals and objectives. His motivational skills ensures that he is motivating the employees of his organisation from time to time and making sure that proper growth and achievement is taking place. 4
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The above characteristics of Interviewer explores that he holds required skills and talents for being an entrepreneur. He made use of required creativity, innovation, goal-orientation in order to take his organisation towards growth and success. These skills also made him achieve required growth in his particular business idea. The overall business and its profits rose from the talent of Interviewer madePure Eatsa successful medium sized organisation.Start-up process Below mentioned is the process of starting up a Small and Medium Enterprise:Setting a budget and preparing a Blue print:This is the first step where a budget is set and blueprint is prepared for the business. In case ofPure Eats,a skilled team was set in order to understand the requirements of the business and necessary budget was prepared. In the budget the overall needs of the business were identified and each and every need were provided with required budget allocation(Hillary, 2017).Finance gathering:In this step, required finances for the business are gathered. The owner ofPure Eatsexplained the business idea to a number of investors. These investors understoodand evaluated thethinking behind thebusiness. Later,someinvestors accepted the idea and decided to fund the business. In this manner,Pure Eatsgathered finances for its business and ensured that the business is successfully brought into operations.PhysicalLocation:Inthisstep,thelocationofthebusinesswasidentifiedand established. Having a physical location ensured that the business is having a place to run itsoperationsand day to day activities. Pure Eatssuccessfully found a place in Manchester where it set up its manufacturing plant and ensured that the business is operating as per its requirements. At last, it started its activities and started selling its products and services to the consumers. Putting a Support Team:This is the last and final step where a support team was put in place. Pure Eats incorporated a support team where it hired an attorney, accountant, financial advisor, incorporation specialist, etc. These people allowed the organisation to run its operations smoothly and made sure that there are no difficulties which are hindering its growth(Johnson, 2015). Business concept and sources of competitive advantage Business concept refers to the idea of the business and the basic information on which its stands on. The products and services offered by the business and its target demographic. 5
Pure Eats is a food corporation. The idea behindPure Eatsis to serve people with foods which are organic and local. The organisation gathers its raw materials from the local farms on a daily basis which includes dairy, fruits and vegetables. These fooredds after being gathered from the local farms arrive at the manufacturing facilities of the organisation and are packed in packagings which does not destroy the freshness and organic quality of them for a longer period. The funds which were taken from the investors were 200,000 pounds at the time of starting the business and the personal funds were 25,000 pounds. The total funds required to start the business included 2,25,000 pounds. It helped the business required growth. The return on investment of the business were 20% which is 56,250. After proper packaging, the foods are later sent to the supermarkets, retail stores and are displayed on e-commerce platforms. From these methods, the organisation earns required growth and profits(Nguyen, 2015). The target market includesfamilies, office workers, youngsters and senior citizens. There was no particular age group that the organisation targeted as its foods were available for each and every person belonging to any age. Also, the organisation tried selling its products and services on online platforms where it covered a large market. Products and Services ofPure Eatswere sold in different cities and villages surrounding the town of Manchester in United Kingdom. The competitive advantage of the organisation is its unique offerings of fresh and organic foods directly to the consumer's doorstep. The idea served its purpose well and the people across the country were attracted towards the organisation product and services. Current demand level and competitive environment Today, due to rising issues of unwanted diseases and healthcare problems. People across the world have started adopting healthy lifestyles. As per the report ofThe New York Timesthere is a 28% increase in healthy food habits in the American Continent between 2015-17. Adopting healthy lifestyle has made people to eat and drink healthy foods. This has made a number of businesses to produce the food items which are in demand. Pure Eats is entirely based on the same principle of fulfilling these consumers needs and demands(Trianni, Cagno and Farné, 2016). The organisation is producing food items which are fresh and organic. The above scenario explains that the demand in healthy lifestyles of people has made a number of people to choose healthy food options. Pure Eats has seen huge opportunities to 6
increase its profitability and business demands. Along with it, the organisation is doing its best in marketing and promotion of the products and services to increase profits and expand the overall infrastructure and services. Rising consumer demands has made a lot of businesses aware about the new choices and trends of these people. These choices have made businesses to look for options to serve these demands and earn profits(Brunswicker and Vanhaverbeke, 2015). Big organisations such as Tesco, Whole foods, etc. have also invested in these demands of the consumers. In order to deal with these demands the organisation has started producing products and services are per the new trends and developments. Also, they have maintained their service of the best organic products and services. Porter Five ForcesPower of Buyers:The organisation is having a small scale of consumer base. The buyers of the organisation are very less and it provides the power to the buyers to ask for required offers and coupons.PowerofSupplier:Thefarmersandagriculturalfarmsarethesuppliersofthe organisation. It allows the suppliers to have good power over the company. The can ask whatever amount they want in order to provide fresh foods and products.Threatofsubstitutes:PureEatsproductsarefreshandunique.Itprovidesthe organisation with the power to sell its products and services on large scale without being impacted by anything(Haarr,Dieseth and Flåtten, 2017).Threat of new entrants:The new entrants are copying the products and services of Pure Eats. This is making the organisation suffer in terms of growing itself. Competitive rivalry:The competition whichthe organisation is having is very less but still there are competitors which are selling fresh foods and products. In order to deal with this, it is importantfor the organisation to keep selling its products and services on large scale. Growth and development of business to date Pure Eatswas launched in 2014, since its start the business saw opportunities in rising consumer demands and maintaining a good market condition. The organisation made required developments in each and every aspect to achieve required profits and fulfilling the consumers needs(Kato and Charoenrat, 2018). The organisation was one of the largest fresh food producers 7
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in the country in 2014, because the demand was low at that time. Pure Eats at its initial stage made profits of around£10,000 to£12,000. Themanagementoftheorganisationfromtheearnedprofitsensuredthatnew developments are taking place. Just after 16 months of its Inception,Pure Eatsmanaged to double its operations capacity and the management of the organisation set up new in house teams including marketing, human resource, administration, R&D etc. These changes made the organisation increase its capacity of selling its products and services to the consumers and made it develop new products as per the current needs(Wang and Yang, 2016). After the arrival of new team and management practices the organisation saw 30% increase in sales and 27% increase in revenue. An increase in raw material costs made the organisation invest more in buying of required products to manufacture and sell. This time few profits were earned but the organisation earned a new rapport in the market and earned new consumers. In the first quarter of 2017,Pure Eatsenrolled its service on e-commerce platforms where it sold its products on its own website and other platforms as well such as Amazon. In its next step, the organisation created a benchmark by receiving awards from the local government authorities which earned itself a good reputation and new customers. The profits rolled and new consumers arrived. The overall earnings in the first quarter of 2018, were between£55,000 to £60,000. And 20% of market share. Challenges of managing and running the business PEST Analysis As business develop, Pure Foods put in place astrategicmanagement tools isto reduce business threats. Byanalysingthe Political, Economical, Social, Technological,(Francis J Aguilar 1967)factors, Organization gainsignificant point ofadvantages. ExternalInternal PoliticalGovernments policy, Political stability, Tax, Industryregulations,Global It supports to the Pure eat to enhancetheiroperation because of political support. 8
tradeagreementandor restrictions EconomicalExchange rate Globalization Economicgrowth/decline inflation Interest rate Cost of living Labour cost Consumers spending habit Thishelpstoenhance economicgrowthofthe companybecausecompany contributesinthecountry economicaswellas profitability. SocialConsumerstrends/tastes, fashion Consumers buying habitats Lifestyle factors Career attitudes Work life balance Population demographic Social factors helps to know thecurrentdemandsofthe productandserviceofthe pure eat(Cipd.co.uk, 2019). TechnologicalAutomation Innovation Disruptive technologies Social networking Upgrades Robotics Artificial intelligence Security Ithelpstoenhancethe efficiency of the company by adoptinginnovative technology. 9
sinceits inception faced a number of challenges that made it difficult for the organisation to maintain its smooth operations and achieve desired growth and profits. Below mentioned are the core challenges that organisation faced since its inception:Lack of awareness:In its initial stage, the organisation found troubles in selling of its products and services as their was not a lot of awareness about organic products and services and healthy lifestyle choices(Jordão and Novas, 2017). In order to increase the awareness, the organisation made use of different promotion strategies to make people understand about new choices and developments and why healthy eating its important?Consumer preferences:Another challenge was to understand consumer preferences in organic food and healthy lifestyles choices. The organisation has to constantly do new researches in order to find the choices of consumers and what they like or what they do not. It made it to constantly take interviews, surveys etc. in order to reach new markets in order to ensure consumer satisfaction and develop products accordingly. Expensive Storage:The products and services of Pure Eats were organic and fresh, in order to maintain their organic nature and freshness the organisation has to install huge refrigerators, in order to keep its products at their optimum temperatures. The instalment and maintenance of the refrigerators was costly for the organisation and it required huge expenses(Armitage, Webb and Glynn, 2016). The above mentioned challenges were faced by the organisation in order to maintain its products and services efficiency and keeping its operations smooth. Current growth and development strategy: 10
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Pure Eats recently saw a boom in the market of organic and fresh products. This made the organisation develop and maintain its products advantage in the competitive market. In order to deal with it, Pure Eats made use of An-soft matrix that is adopted by Pure Eats in order to ensure required growth and development of Pure Eats:Market penetration:This strategy helps to pure eat to acquire the large market share with the help of increasing the sales of their existing products. The pure eat can use competitive prices as well as appropriate marketing to achieve their goals.Product development:In this strategy the pure eat focuses on development of the new products as well as improve their existing product(Jordão and Novas, 2017). 11
Market development:In this strategy, Pure Eats is focused on to enter into a new market with their existing products. The pure eat uses direct export strategy for entering into new market. Diversification:Pure Eats focus on entering into new market with new product that helps to attract the market. This time new marketing strategies will be adopted by the organisation such as marketing its new products and services on social media, internet etc. Government support measures to deal with the challenges faced Belowmentioned are the important government support measures adopted by the organisation to cope with the challenges faced: In order to raise awareness of the customers it is important for the organisation to ensure thatgovernmentpoliciesareundertakenbeforeimplementingsuchstrategiesandcore developments. The food habits of the consumers and the food and health safety laws needs to be evaluated well before any implications. This will ensure that the organisation is moving ahead with the set government policies(Zhou, 2016). This would allow the overall organisation to achieve desired goals and objectives properly and gather better government support. To understand consumer preferences the organisation needs to make use of government standards and statistics. This measures would allow the organisation to understand current market trends and preferences of its consumers. Along with it, these statistics would also provide brief information to the organisation about the consumers needs and demands. It can produce its products and services as per the needs and demands of the set statistics and would make sure proper growth and achievement of the organisation goals. CONCLUSION As per the above evaluation and analysis the report explores a variety of challenges that SME's faced in today's business environment. The made understanding explains that the enterprise Pure Eats is facing difficulties at a variety of situations which are making it hard for the organisation to develop its products and services and ensure proper organisational growth. Pure Eats is facing troubles in maintaining a strong competitive advantage. New competitors have taken over the profitability of the organisation and have made its suffer from lack of growth and advantage. In order to deal with its competition the organisation has made use of required 12
strategiesanddevelopments.Atlast,inordertoensurepropergovernmentsupportthe organisation has made use of important approaches and necessary actions.Using right marketing strategies would allow the organisation to develop its products and services as per its own and market needs. Also, this will ensure proper promotion and organisations reach to the market. RECOMMENDATION Pure eats has seen to be facing a variety of issues that are making it face proper growth and development. These issues include competitors advantage and lack of market growth, profitability issues etc. In order to ensure that the organisation is achieving growth it is important toensurethatconsumerspreferencesarebeingunderstoodproperly.Understandingthe consumer preferences would allow the people of the organisation to develop products and services are per the needs of its customers(Huang, Tan and Ding, 2015). This is going to resolve the issue of consumer shifting. After this, the organisation has to make sure that it is marketing its products and services on a wide range of platforms. These platforms can include social media, Television commercials, etc. These efforts alone will help the organisation to develop its products and services and ensure better profitability and growth. To make sure that government provides proper support to the organisation, it needs to develop such systems where government policies are evaluated and understood well. These policies will make sure that the organisation is facing proper government support and developing its products and services accordingly. At last, in order to make sure that required raw materials are in place the organisation can convince local farmers and increase their pay. This change would bring the organisation its required growth and would ensure that there are none of the pitfalls left which are making it face growth and development. Along with it, the management of the organisation needs to be aware of the surrounding issues and should deal with them effectively, this will increase their experience of problem-solving and would develop make sure better performance of the organisation(Krishnan and Scullion, 2017). 13
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REFERENCES Books and Journals Armitage, H.M., Webb, A. and Glynn, J., 2016. The use of management accounting techniques bysmallandmedium‐sizedenterprises:afieldstudyofCanadianandAustralian practice.Accounting Perspectives.15(1). pp.31-69. Brunswicker, S. and Vanhaverbeke, W., 2015. Open innovation in small and medium‐sized enterprises (SMEs): External knowledge sourcing strategies and internal organizational facilitators.Journal of Small Business Management.53(4). pp.1241-1263. Haarr, N.L., Dieseth, L. and Flåtten, D.L., 2017.Pure Pride(Bachelor's thesis, Handelshøyskolen BI). Hillary, R. ed., 2017.Small and medium-sized enterprises and the environment: business imperatives. Routledge. Huang, X., Tan, B.L. and Ding, X., 2015. An exploratory survey of green supply chain management in Chinese manufacturing small and medium-sized enterprises: Pressures and drivers.Journal of Manufacturing Technology Management.26(1). pp.80-103. Johnson, M.P., 2015. Sustainability management and small and medium‐sized enterprises: Managers'awarenessandimplementationofinnovativetools.CorporateSocial Responsibility and Environmental Management.22(5). pp.271-285. Jordão, R.V.D. and Novas, J.C., 2017. Knowledge management and intellectual capital in networks of small-and medium-sized enterprises.Journal of Intellectual Capital.18(3), pp.667-692. Karadag, H., 2015. Financial management challenges in small and medium-sized enterprises: A strategic management approach.EMAJ: Emerging Markets Journal.5(1). pp.26-40. Kato, M. and Charoenrat, T., 2018. Business continuity management of small and medium sized enterprises: Evidence from Thailand.International journal of disaster risk reduction.27, pp.577-587. Krishnan, T.N. and Scullion, H., 2017. Talent management and dynamic view of talent in small and medium enterprises.Human Resource Management Review.27(3). pp.431-441. Nguyen, D.M., 2015. A new application model of lean management in small and medium sized enterprises. 14
Trianni, A., Cagno, E. and Farné, S., 2016. Barriers, drivers and decision-making process for industrial energy efficiency: A broad study among manufacturing small and medium-sized enterprises.Applied Energy.162. pp.1537-1551. Valentim, L., Lisboa, J.V. and Franco, M., 2016. Knowledge management practices and absorptive capacity in small and medium‐sized enterprises: is there really a linkage?.R&D Management.46(4). pp.711-725. Wang, M.H. and Yang, T.Y., 2016. Investigating the success of knowledge management: An empiricalstudyofsmall-andmedium-sizedenterprises.AsiaPacificManagement Review.21(2). pp.79-91. Zhou, B., 2016. Lean principles, practices, and impacts: a study on small and medium-sized enterprises (SMEs).Annals of Operations Research,241(1-2). pp.457-474. https://www.investopedia.com/terms/p/porter.asp((Accessed5April2019) https://www.cipd.co.uk/Images/pestle-analysis-example-v2_tcm18-27108.pdf(Accessed 7 April 2019) 15
Appendix Interview of the Entrepreneur (10:00 am)Interviewer: What is business name and concept? (10:02 am)Interviewee: My company’s name is Pure Eats which was established in the year 2014 at Manchester, United Kingdom. It’s a sole proprietorship company which produces organic food products such as packaged diary. (10:05 am)Interviewer: What is the annual turnover of your company? (10:06 am)Interviewee: The annual profit of Pure Eats is £95,000 to £1,00,000? (10:08 am)Interviewer: Which is your company’s target market? (10:09 am)Interviewee: Pure Eats aims on consumers which employs healthy lifestyle choices and institutes such as schools, colleges, hospitals, etc. (10:10 am)Interviewer: What is the competitive advantage of your company? (10:11 am)Interviewee: The competitive advantage of my company is its unique offerings of fresh and organic foods directly to the consumer's doorstep. (10:12 am)Interviewer: What are the challenges you faced? (10:12 am)Interviewee: The major challenges my company faced was changing consumer preference, Lack of awareness and lack of government support. (10:13 am)Interviewer: What are the current development strategies used by Pure eats? (10:14 am)Interviewee: We are using various strategies to achieve our company goals such as Promotion, developing new products,recruiting new employees and focusing on research development to know consumer needs. 16