This report discusses the key considerations for evaluating growth opportunities, potential sources of funding, business plan for growth, and exit and succession options for small businesses. It includes a case study of Belgique, a European café and bakery.
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Planning for Growth
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Table of Contents Planning for Growth........................................................................................................................1 INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 LO 1.................................................................................................................................................3 Key consideration for Evaluating Growth Opportunities............................................................3 Evaluation of Opportunities for Growth through Ansoff Matrix................................................5 LO2..................................................................................................................................................6 Potential Sources of Funding.......................................................................................................6 LO3..................................................................................................................................................7 Business Plan for Growth............................................................................................................7 LO4................................................................................................................................................10 Exit and Succession Options for Small Businesses...................................................................10 CONCLUSION..............................................................................................................................13 REFERENCES..............................................................................................................................14
INTRODUCTION Planning for growth refers to an act of organisation and business in which they decide and plan how they can increase and expand their business. This report includes growth opportunities and planning for a small business, for this purpose businesses have to consider various affecting factors and in this those factors have been discussed. Growth of business definitely require it to invest capital in the business and this is why it is very important to understand the sources from where company can arrange funding and what are the benefits and drawbacks of each of the source of funding. Belgique, European café and bakery have been contextualized in this report. MAIN BODY LO 1 Key consideration for Evaluating Growth Opportunities For every organisation which is willing to grow it is very important that some of the factors are considered by the organisation while planning its growth. Important considerations includes determination of competitive advantage for the growth (Morgan, 2018). In this Porter’s Generic Strategies can help considering various factors for growth of the business. In this strategies are as follows- Cost Leadership- This is strategy used by the company in which competitive advantage is lower cost and competitive scope is broad target. In this strategy firm set out to become the low cost producer in the industry. This allows for the cost advantage. Belgique cannot use this strategy because the café uses high quality input in its products and this is why lowering cost of the product is not an option available to it. Differentiation
This includes that that products of the firm are unique and its dimensions are valued by the company. This is one of the best strategy that Belgique café can use. In this strategy café can differentiate its products from its competitors (Page and et.al., 2017). This strategy is also by most of the café businesses. Café can attract its customers by differentiating its products from others. Cost Focus In this café targets small number of people where it applies its strategy of cost leadership strategy. Café cannot use this strategy as this operates at single place and it cannot use cost leadership strategy at its only café. Differentiation Strategy This includes that business organisation apply differentiation strategy to a limited number of people (Omsa, Abdullah and Jamali, 2017). Though café can use this strategy but it might be difficult to operate with this strategy and providing differentiated products to limited and selected number of people. PEST Analysis This includes considering factors which are- Political This includes considering impact of political factor. In this café have to consider policies related to food business and requirements regarding that. Economical This includes that economic factor like tax and this will influence pricing decision of the company adding tax rates (Perera, 2017). High rate of tax increase the price of the products of the food. Social
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This includes taste and preferences of the people. In this café have to target customers which are interested in products of the café. Technological This includes considering technology required in café. For its growth planning company have to consider level and type of technology will be required for it. Evaluation of Opportunities for Growth through Ansoff Matrix Ansoff Matrix provides some of the strategies that company can use while planning for growth. The strategies which are provided by Ansoff Matrix are- Market Penetration strategy This Strategy includes that café tries to sell more to its existing market with its existing products (Dawes, 2018). In this strategy café requires to advertise more so that it can sell its products. Promotion and marketing is one of the important activity undertaken for this strategy. Benefits of this strategy are that café will not have to change anything and it will be able to stand strong in competition with existing competitors. The drawbacks that come with this is that café cannot sustain longer with help of this strategy. Market Development Strategy In this strategy café grows its business in other markets with its existing products. Company can apply this strategy for growth in case its products are liked by its customers and café is strongly valued by its customers. The benefit of this strategy is that café does not need to try its products which have been newly developed and is confident about quality and value of its existing customers. Drawback of this is that it is not necessary that the products which have valued by existing market and customers will be valued and liked by the new market as well. Product Development In this strategy café have to develop new products for its existing market. In this café can increase its sales in existing market (Schawel and Billing, 2018). This is beneficial as café can increase its competitiveness in existing market but on the other hand this strategy also come with difficulties whether new products will be liked by the customers or not. Another drawback of this
is that company can grow to only limited number of customers even after developing new products and cannot achieve extra customers and grow in new market. Diversification This strategy includes both new product and new market. This is one of the most difficult strategy and chances of success are limited. This is because both the things are new. In this café have to start its another branch and café at a new place with new and different products. This does not ensure success and also requires much efforts in all its activities like promotion and marketing. LO2 Potential Sources of Funding Funding refers to monetary and capital investment required to growth of business. There are various sources through which café can get fund for its growth. Some of the sources of funding are as follows- Personal Investment This is the source which is used by most of the businesses specially the small ones. In this owner of the business uses his own money to fund the growth of the business (Brogi and Lagasio, 2017). In this owner can either use cash or collateral their assets to grow their business. There are various benefits of using this source of money such as these does not require owner too pay any cost of interest which means that this is most cost free source of funding. Responsibility of payback also reduces as the money belongs to the owner themselves. Drawback of this is that owner can invest limited money as small business owner does not have much money to invest in their running business. Friends and Family In this source of money investors invest the money which they borrow from their friends and member of family. There are some benefits in this funding source as friends and family can take less interest and wait longer for return on their funding. Drawbacks associated with these are
that in case of failure of business personal relations of individual might get ruined because of money matters (Neubert, 2019). This is the reason that owner of café might feel it inappropriate about asking money from their friends and family. Cloud Funding This is the source of funding in which there are number of groups that will allow you to pith idea of owner of café to investors and success in this idea will lead to multiple investors investing in the business. Benefit of this is that there are various investors and café can easily get as much money as it requires for growth (Brown and Lee, 2019). Drawback associated with this is that the rules and regulation in this type of funding are very strict and along with that business owners also have to share secrets and all the detail about their business. LO3 Business Plan for Growth Business plan for growth includes various consideration and determination so that business can increase and grow its operations. Vision To provide unique food experience to all the customers. Mission High quality food products with flavours never had before. Objectives To increase market share by 10 by the end of current financial year. Establish one more branch of the café in current financial year. Increase product offerings to cater need of beneficiaries. Marketing Mix Product
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Products being provided by the café are bakery items like cake and other bakery products along with this café also provide food and beverages which are offered as per European taste and flavours (Haludin, Sari and Prihartono, 2017). To grow its business café can increase its products and food items. Food offering are also associated with services of serving the food and beverages. Café have to consider all these under its growth plan. Price Price of the product is based on cost and competitive pricing strategy. In this all the products which café sell are based on the cost incurred in the production of the food. In this café also includes competitive pricing policy and as the products of café are valued by the customers more than its competitors the price is little higher than the price of the competitors. Place The products of the café are available through two channels. In this either customers can come to café to get their food products along with services of the café. Other channel of supply is home delivery of the food. In this café delivers the products of the café to the place given by its customers in London as the café is located at London (Wahab and et.al., 2016). The kind of products café sell cannot be delivered outside London. In its growth plan café is willing to open a branch of café at other place, through this café will be able to deliver its products through more channels. Promotion In this café does not undertake any major activity for its promotion but its promotion plan includes social media advertising and sales promotion. Along with café also includes customers loyalty program. Under this café provide special offers to its loyal customers. In case café is planning growth it have to work on its marketing and promotional activities and these includes promotion through local newspaper and promotion through You Tube to its target market. Promotion through billboard and local sponsorship are also effective ways through which café can promote itself. STP
Segmentation Segmentation includes segmenting and identifying various customer groups. In this demographic andpsychographicsegmentationaremostlyusedtoidentifycustomergroup.Inthis demographic factors includes age, gender, financial status, educational level and ethnicity and profession (Ishak, 2018). On the other hand psychographic segmentation includes segmentation based on attitude, personality, lifestyle and hobbies. For Belgique all the type of people can be its customersasthissellsbakeryproductsandfoodandbeveragesproduct.Thismeans segmentation of Belgique is based on demographic and psychographic basis. Targeting Targeting is based on factors such as Size, Difference in customers, Money, Accessible and Focus on different benefits. All the type of customers are its customers hence targeting of Belgique is mixed targeting. This can be used in its growth as well. Positioning Positioning refers to position the products and brand in market in such a way that it can communicate value of the business to the customers. In this Belgique position itself superior in quality than its competitors and for this it also charges comparatively higher prices than its competitors (Wuryandani, Ismoyowati and Nugrahini, 2018). The same value and positioning will be used in the growth of the café Belgique. Financial Information The cost that will incur in the growth of Belgique is quite high. This is because café is planning to open its brand to another place as well. This requires huge investment required in opening a whole new business and café. In relations with its investment and funding café can arrange funding from the last idea which was discussed earlier in this topic. The funding strategy that café can use is funding through pitch. In this café can get all the required amount for investment. This also have benefit that Belgique café is highly valued by its customers and operating quite well along with high quality of product and services (Haludin, Sari and Prihartono, 2017). This can be a basis for pitch to the investors.
Looking at all these benefits of Pitch café can arrange its funding through capitalist and investors. Measurement and Control These are the techniques through which café can measure success and validity of the lan. In this one measure for café is monetary improvement in café’s financial condition after establishment of new café. Return on Investment, this is one of the most important measurement of success of the plan. This becomes more important when café is planning to get its funding from investors. Evaluation This is one of the most important part of the plan which includes evaluation of the plan. In this plan as it is not difficult to segment and target customers for a café but is important decision of businesses when it comes to position the café. Though a café but Belgique position itself superior on the basis of quality of the product. Product line increase is important for café when it starts its business at new place and for ensuring that it can reach to maximum number of customers and potential customers and communicate about its growth and new café of Belgique it is important it gives more attention to its promotions. LO4 Exit and Succession Options for Small Businesses Businesses are started with objective that they will and want to run for loner period and want to sustain in market but there are various reasons because of this businesses might chose to exit (Afrahi and Blackburn, 2019). Like any type of loss, inability of the owner to run the business, completion of business cycle etc. are common reasons for the decision of exiting the business. Some of the ways in which business can Exit are as follows- Liquidation
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This is one of the most common ways in which businesses exit themselves. In this businesses close their business and sell all its assets. This is only and most effective and easy option for a business like café which is operating at small scale. Sometimes this is the only option for businesses which are operated by single individual. Some of the advantahges which are associated with are- Simplicity The businesses can be wound up quickly. Along with benefits there are some drawbacks too such as- Lowest Return on investment for owner of the business (Xie, Ma and Lu, 2016). (this is because assets are sold at less price). This is because assets of business are second hand which reduces its value. First claim id had by creditors. In case Belgique café liquidates itself its investors will have first claim over its assets. Liquidate over time In this strategy of exiting the business owner of the business extract most of the profit and liquidate the business with a pace and does not liquidate all in once. In this owner does not invest back in business and keep the profit to themselves (Brill, 2017). Benefits of this strategy for Liquidation are- Lifestyle, owner of the business uses all the cash for the lifestyle improvement. Drawback of this strategy are- Reduction in growth potential because of extracting the profit. Other partners and shareholders of the profit might object this decision. Selling Business to Managers and Employees In this decision owner sell its business to current manager of the business and those who are working for business might be interested in buying the business. So business can liquidate
itself by selling to managers and employees (Afrahi and Blackburn, 2019). Benefits Associated with these are- Business remain with safe hands as business managers and employees are well versed with operations of business. They know the value of the business and does not require to convince to buy the business. In case business arrange a long term buy out owner can increase loyalty of the employees and this also reduces turnover of the employees. Employees perform their best as they know that they will be getting benefit of their performance and hard work. Business when sold to employees and managers it is possible that manager can keep the share and remain advisory for the employees and managers. Some of the disadvantages which are associated with this are- Employees who are not enough qualified and are less qualified are suitable candidate to whom the business can be sold. This requires that employees are highly qualified who can look after the operations of the business by themselves only iin that consition it is wise tto sell business to employees. Clients and customers of the business might not approve the decision of management as there are many customers who are loyal t business and remain associated with it for long term because of the owner of the business (Afrahi and Blackburn, 2019). This is the reason that customers and client of the business does not approve the decision of owner. Sell the Business in Open Market This is most popular way and strategy in which small businesses exit themselves. This is used when business owners are at point of time when they are willing to or ready to retire they put the business on sale for a certain price. In this business owners get away with the money they want to get in return of their business (Xie, Ma and Lu, 2016). This keeps the business running by someone else. Advantages associated with these are- Profitable and valued businesses does not have to make much efforts for attracting the buyer. Business can be sold at the best possible price.
Disadvantages of this are- Businesses which are marginal profitable do not get sold easily. Sometimes it is difficult to value business in monetary terms. CONCLUSION On the basis of above report and discussion it can be concluded that for planning business there are various related factors which have to be considered by the business. This is important so that business is able to ensure the success of their growth. For this purpose PEST factors and Generic strategies were evaluated and which was followed by application of Ansoff Matrix to evaluate opportunities of the growth. Later as finance is most important consideration for business and investment are required for growth some of the strategies and sources were evaluated for funding of the business. From all those sources most suitable one for café was pitch and through investors. Later for the purpose of growth a business plan was included for café. After this what are the ways in which business can exit were also discussed in the report.
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