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Planning for Growth
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Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1: Analysis and justification of key considerations for evaluating growth opportunities........1 P2: Evaluation of growth opportunities using Ansoff's growth matrix.......................................3 TASK 2............................................................................................................................................3 P3: Assessment of sources of funding along with advantages and disadvantages.....................3 TASK 3............................................................................................................................................5 P4: Business plan for growth including financial information and strategic objectives for scaling up a business...................................................................................................................5 TASK 4............................................................................................................................................7 P5: Succession and exit plan for small business with its advantages and disadvantages...........7 CONCLUSION................................................................................................................................8
INTRODUCTION Formulating of planning is an essential part of an organisation which drives them to achieve growth and move ahead than their competitors in the market world. For this, the management play an important role in framing strategies and plans which is possible through conductingmarketanalysisandaddressingcustomers'requirements(Alsos,Carter,and Ljunggren, eds., 2011). SME's are small and medium sized organisation which are operating their business to meet the market needs and requirements by maintaining financial condition through raising funds from various sources including banks, venture capital, angel financing etc. The present assignment report is based on “Impresso Espresso” which is newly coffee shop situated in London, United Kingdom. The company looking forward to increase sales and revenue due to which decision has been made for the purpose of growth and success. The report discusses the growth opportunities with proper evaluation using Ansoff's growth matrix. Along with this, sources of funds has been also discuss along with their merits and demerits so as to give suitable option to “Impresso Espresso” to strong their financial condition. Business plan is also prepare under this report with an objective of achieving growth along with exit and succession plan. TASK 1 P1:Analysis and justification of key considerations for evaluating growth opportunities Porter's Generic Model:This is a framework that is used by the organisations for gaining competitive advantage in the business environment. This model was given by Michael Porter for implementing successful business in market. The different kinds of strategies given by this model are listed below - Cost leadership:According to this strategy, the Impresso Expresso coffee house is able to provide products and services to people at an affordable rate. This is an important function for this coffee house as this will help in providing products an a price which is agreed by all. Differentiation:ThisisanotherstrategybywhichImpressoExpressowillattain competitive advantage in market.This strategy will help the entrepreneur of the company to provide new and innovative products to customers. Focus:This is key tactic which has been used by organisation and the main objective of these is to enhance the profitability and productivity of business. 1
Cost focus:This assists organisation in identifying benefits which are associated with pricing and cost of the product and service offered by the company. In context of this coffee house the main motive is to attract more number of customers. Differentiationfocus:ItisotherstrategywhichwillhelpImpressoExpressoin identifying a market segment that will be helpful in providing new services. PESTLE Analysis The PESTEL analysis is a framework that is helpful in analysing the various external factors that affect the business environment of new companies is described below - Political factors– This states that there are some political factors which affects the functioning of company or small businesses. There are different rules followed by various countries and hence it is important to evaluate these rules before doing business in different countries. Environmental factors –The environmental factors include climate change, weather change and pollution that impacts the operations of business. It is advisable for Impresso expresso coffee house to analyse these factors before starting any business. Social factors –These factors include age, gender, trends and fashion which limits the companies for increasing the market share (Beatley, 2014). Like and trends are keep changing and hence the entrepreneurs of small businesses have to ensure that they are providing product according to the new change. Technological factors-These factors include the new techniques and tools that are used by the company in doing business processes. These must be evaluated by Impresso Expresso so that more customers can be attracted. Ecological factors -These includesvarious conceptslike economic growth of the country, inflation rate, trading rate, export import rates that are essential to know about the country before starting a business. Legal factors -The different legal factors includes legal rules and regulations followed by the company so that goals and objectives can be achieved effectively without any governmental disputes. 2
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P2: Evaluation of growth opportunities using Ansoff's growth matrix The Ansoff matrix is a structural matrix which was given by Igor Ansoff. The main motive of this matrix is to provide analysis of present potential products customers of firm. There are basically four quadrants which are available for analysing product and market combinations of the company. In context of the Impresso Expresso coffee shop, the four quadrants of this matrix are described below - Market Penetration– In this strategy, the enterprise and businesses seeks to achieve growth by innovating the existing products and selling their products in market (Berkowitz, 2016). The main aim for this strategy is to increase the market share by using the existing product and launching this product in the market share. In context of Impresso Expresso coffee shop market penetration strategy is helpful for increasing the market share. Market Development –This is another strategy used by the firm for achieving growth and development in business by launching an existing product in the new marketplace. This is a good opportunity for the business as expansion is required for increasing profits and money earned by the coffee shop. In context of Impresso Expresso coffee shop it is advisable that this strategy is effective and best option for this company to increase the market share. Product Development –According to this strategy, the firm or enterprise is developing a new product in the existing market segment. This is a stage of market development in which a new product is launched in the existing market. Diversification– According to this strategy, the firm experiences growth by diversifying the business into several new businesses. This is done by developing new products into new market segment. This is a very risky job for businesses. In context of Impresso Expresso coffee house, this is the most risky market expansion as this involves entering into a new market without knowing the customer experience about this product. TASK 2 P3: Assessment of sources of funding along with advantages and disadvantages Therearevarioussourcesfromwherecompanycanborrowthefund.“Impresso Espresso” can borrow funds from internal and external sources. The brief explanation of these sources- 3
Internal sources-This is the source of capital which is generated internally and not causes any burden on the company. Each sources has its advantage and disadvantage and the types of internal sources are-Retained earning-This is the type of internal source in which profit which was reserved for the contingency is used to finance the operation of company.Advantage-This type of finance allows company to grow by itself and do not depend on outside parties. Disadvantage-This type of finance will result in no fixed obligation for borrowed capital and it might result in bankruptcy. Additional owned capital-This type of internal source also known as equity and the company can raise more capital by issuing equity shares (Chavunduka, Chimunhu, and Sifile, 2015). The equity shares are less risky to raise as it own capital of business and provide ownership to the the person whom shares are issued but it doesn't include regular payment of dividend.Advantage-This is a long term capital as it will stay permanently with business and there is no burden of paying interest. Disadvantage-This type of shares increases the interference of outsider in company as equity share provide rights of ownership. External sources-The external source of capital refers to the capital generated from the outside. The source is a wider context as it involves all the sources which are available from outside business. The brief explanation of types of external sources are- Bank loan-This refers to the capital raised through bank which offer lower interest rate in comparison of credit cards. The loan can be short-term or long term which determines the rate of interest.Advantage-This provide immediate access of fund without burden of repayment in short term. Disadvantage-A company has to pay interest in specific period of time and try to pay principal amount as early as possible otherwise it will put company in a big problem. Angel Investors-They are an individual who provide financial support to company by providing required fund for growth of company. The sources of angelinvestor are family and friends. 4
Advantage- The financing through investor does not require much formalities in comparison of taking loan from financial institution. Disadvantage- The control over company can be lost by allowing for investment someone who belongs to the company. Overdraft- An overdraft occurs when money is withdrawn from bank and the current balance become zero. There is an specified limit in case of bank overdraft and the interest is charge at the rate which was agreed by both parties. Advantages- It allows management of cash flow in business by providing fund when there is higher cash outflow and it will result in balanced cash flow. Disadvantage- This type of fund is generated in against of some collateral security which contain risk of seizing it. TASK 3 P4: Business plan for growth including financial information and strategic objectives for scaling up a business A business plan is defined as the statement which includes several details about the purpose and scope of the project. This is a blueprint that consists of information about the new venture, products and purpose of business. This document consists of the goals and objectives of the company and this document will contain the necessary details which are used for managing action plan for increasing the sales and profit of the company (Denton, Forsyth, and MacLennan, 2017.). The various concepts present in the business plan include vision, mission, goals, objectives, purpose and scope of the business. The business plan made for Impresso Espresso is given below- Executive Summary –The impresso espresso is a coffee shop situated in United kingdom. The main objective of this coffee shop is to make profits for this business. This shop was started as a small business firm that is the main objective of this business. The Impresso Expresso coffee shophas to attract more number of customers and increase the profit of the company. This coffeshop has to increase the customer loyalty and value. Vision -The vision statement of this company is to attract more number of customers by delivering delicious coffee and milk products to the customers and setting an example for other small coffee shops. 5
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Mission –The mission statement of this company is to improve the quality of coffee every time it is served to the customers. This company wants to increase the sales and profit of this business and expand this in several areas of the country. Objectives –The objective of this coffee shop is to grab attention of different customers and increase the number of customers. The other objectives include the improvement in infrastructure and designing of the coffee shop. Some of these objectives are growth and opportunities of the business. STP –The STP approach is defined as the approach which is used for analysing an estimating the market and target customers of the company. This method is used by Impresso Espresso coffee shop to organise and manage the operations and functions of this small business. The segmenting, targeting and positioning approach of this coffee shop is described below - Segmentation– This is defined as the method for dividing the business segment and selecting the best and feasible market area that is used for increasing the market share and customers of the company. In the following context of Impresso Espresso this coffee shop business has used the market of UK as a segment market. Targeting– This is defined as the approach for focusing on a particular group of customers and targeting them towards the new and attractive products of coffee. In context of Impresso Expresso coffee shop, the target customers chosen are youngsters and adults. Coffee can be made rich by adding more creamy milk and chocolate in the coffee offered by Espresso Impresso coffee shop. Positioning– This approach means establishing the product or service of the company in a particular market (Dixit,and Kumar Pandey, 2011). This includes analysing the needs and demands of customers and implementing certain strategies for increasing the efficiency of the business. In context of Impresso Espresso coffee shop, the customers are attracted by providing good creamy milky coffees to customers. Financial information –The Impresso Espresso Coffee shop must be able to plan the business activities and tasks for managing and handling them in an effective manner. The Impresso Espresso Coffee shop is a small business that is run by a new entrepreneur. He is planning to expand the business and for this funds and huge amount of money is required for performing functions and operations of the business in specified time. 6
TASK 4 P5: Succession and exit plan for small business with its advantages and disadvantages It is one of the complex process which consists number of factors that can impact on the business organisation either positively or negatively. While talking about “Impresso Espresso” it has been affecting the profitability due to which the are unable to perform better in the market. In addition, they are even planning to shut down the business organisation. Some of the ways to close the organisation (Mahmoudi, and et. al., 2013). Different ways to take exit from business are explained below. Liquidation:Here, organisation is declared as insolvent due to which they wants to sell their assets to clear its debt amount. Various advantages and disadvantages of liquidation are: Advantage: Outstanding debts are always written off and even company is also no liable to pay.Once process of liquidation is started non of the person is allowed to take legal action against organisation. Disadvantages: All of the assets will be sold. Once process of liquidation is started it cannot be stopped. Sell the business in open market:It is the situation which arises in front of the business organisation where owner do get the option to sell its business to third party and even can be stakeholders of a company. Advantages: As stakeholders are connected with the company, it will be easy for them to continue the business activity.Plans and strategies can be made for increasing the loyalty and motivation level of work force in the organisation. Disadvantages: Customer might show less faith towards business organisation. Actual amount of business organisation might not be easy to get. In this,“Impresso Espresso”can take the helps of liquidation process as chances of getting actual price of assets is high in it where as it is not possible in case of sell of open market. Ways of succession: 7
Merger:It is situation where two or more then two organisation comes together to conduct same form of business activities. It helps to reconstruct the life of an organisation. Some of the advantages and disadvantage are: Advantages: Chances of earning profit is high. The firm which is struggling can be benefited with the help of new management. Disadvantage Increase in market share can lead to monopoly which can create problem for customers. Merger can lead to job losses. Acquisition:It is defined as the corporate transaction where certain shares of the company is purchased by other organisation. Here, mainly control is being takeover by another firm. Some of the pros and cons are listed below: Pros: It reduces the barrier of new entry in the market. Company do get the chances to utilise new resources in efficient manner. Cons: It damages the brand image or organisation. Acquiring company increases the debt load on organisation. Here, “Impresso Espresso” needs should try to adopt the option of merger because that will help them to increase there overall profit and even can come back to the track. CONCLUSION From the above analysis it can be concluded that planning of growth of business is an important factors for achievingsuccess in business projects in less time. It includes various analysis that helps in analysing the external factors which impact profits of business. The different analysis used by organisations for examining business factors are PESTEL analysis, Porters Generic Model, etc. Moreover, a business plan is important for analysing goals, objectives, vision, mission and strategies of business. This helps in estimating success of business in specified time. 8
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