Planning for Growth - Key Considerations, Ansoff's Matrix, Sources of Funds

This report discusses the key considerations for evaluating growth opportunities, including Porter's generic strategies and PESTLE analysis. It also explores Ansoff's growth vector matrix and recommends product development as the best strategy for Southern Business Technologies. Additionally, it covers sources of funds for SMEs, including retained earnings, selling old business assets, bank loans, and crowdfunding.

Planning for
Growth

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................4
P1) Key considerations for evaluating growth opportunities......................................................4
P2) Ansoff's growth vector matrix..............................................................................................7
TASK 2 ..........................................................................................................................................8
P3) Sources of funds...................................................................................................................8
TASK 3 ........................................................................................................................................10
P4) Businesses Plan for growth................................................................................................10
Implementation..............................................................................................................................14
Monitoring and control..................................................................................................................14
TASK 4 .........................................................................................................................................15
P5) Exit or Succession option for small business ...................................................................15
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17
........................................................................................................................................18
.......................................................................................................................................................18

INTRODUCTION
Planning is the process which involves critical thinking about the activities required to
perform for achieving a desired target or goal. Planning for growth is a strategic business activity
that helps an entrepreneur to track and plan organic growth and increase in their revenue through
catering and attracting more customers (Abolhasani and et.al., 2016). Growth is an important
aspect for every organisation irrespective of its size and nature. SMEs also make use of strategic
planing for growth which focuses on top priority objective and customer based strategy and also
measures the actual performance and ability of an organisation to reach or achieve its objective.
This assignment is conducted to gain knowledge about growth and development of a
small and medium enterprise (SME) and for this purpose Southern Business Technologies is
taken. It is a private limited organisation established in 1965 and situated at Basingstoke,
Hemisphere in United Kingdom. Southern business technologies is a SME employing around 72
individuals and deals in telecom services. This assignment includes critical evaluation of growth
options using different analytical frameworks like Porter's Generic Strategy ,PESTLE Analysis
and Ansoff matrix for gaining competitive advantage. This also include various sources of funds
and their implication on business. At last, it provide a detailed business plan including strategic
objectives and other measurements. Exiting strategy are also included in this report.
TASK 1
P1) Key considerations for evaluating growth opportunities
Every organisation desires for better future growth that ensures their success and keeps
business running for a long period of time. Effective planning for growth provides a myriad of
benefits for small businesses through increasing their ability to resist market fluctuation,
providing a larger potential market and also increase survival rate through providing more profits
(Aganbegyan, 2019). Competitors are the biggest hinder for any organisation which effects their
success and growth rate. Southern business technology is also planning for growth and for that
purpose it wants to gain more competitive advantage to remain ahead of its competitors. Michael
Porter has described the concept of Porter's generic strategies to pursue competitive advantage in
the target market. It has provided four main strategies to gain more competitive power which
can be implemented by Souther business technology to grab more opportunities as compared to
its competitors.

Porter's generic strategies
This strategy was provided for gaining competitive advantage which helps in achieving
better performance in an business industry (Porter’s Generic Strategies, 2019). The main four
strategies described by Michel Porter are as follows:
Cost Leadership – As per this strategy, organisation aims at providing its product at
lowest possible price which is affordable by costumers and at the same time profitable for
organisation. Cost leadership can be achieved through two ways, firstly through achieving low
direct and indirect cost by reducing unnecessary expenses and through keeping a check on
wasteful activities (An and et. al., 2019). Secondly, by high utilisation of assets through
increasing production as mass production reduces per unit cost of manufacturing. Southern
Business Technologies can make use of this strategy as it will help in attracting more customers
by providing product and services at low and affordable price and it also increase the production
level of organisation which will ultimately helps in increasing market share.
Differentiation – This strategy aims at producing an exclusive product or service, more
attractive and superior than competitor's product. This strategy require proper research and
development with timely innovation to deliver the best quality product and effective marketing is
also required to communicate the new feature of product. Southern Business Technologies can
adopt this strategy as it provide better competitive strength through providing a more innovative
and superior product and also attract and cater more customers for organisation.
Cost Focus – Under this strategy, main focus is on charging low prices relatively lower
than competitors in a niche market. The main focus of organisation is on understanding the
characteristics and dynamic of a chosen target market and works for fulfilling wishes of
customers and ensures lowest cost. Southern Business Technologies is a SME thus this strategy
can be use as it is easy to focus on a niche market while maintaining low cost of production
(Baran, 2019).
Differentiation Focus – Organisation under this strategy target a niche market and try to
attract the customers through unique feature. This strategy also includes creating brand loyalty
among target customers. Southern Business Technologies can make use of this strategy as it
helps in generating customer loyalty and also provide higher profits. Focus is on a limited area
thus level of competition is also low and it is also easy to create awareness among customers
about unique features of product.

As per the above discussion, Differentiation strategy is best suitable for Southern
Business Technologies as it helps them in getting more competitive advantage through creating a
much superior and advance product, at the same time it will also help company in meeting the
objective of future growth through targeting more customers for new product (Beatley, 2014).
PESTLE Analysis
For evaluating and garbing growth opportunity, it is very necessary to have an
understanding about the external factors of market. Southern Business Technologies should
make use of PESTLE ANLYSIS as it is a strategic planning method which provide awareness
about potential threat available in market and also creates possibility for growth of organisation
through timely garbing of external opportunity.
Political – This factor is a indicator of behaviour and attitude of government authorities
towards business organisation. It includes government policies (like tax polices, trade restrictions
etc.) and political stability across the countries. Political conditions of UK is mostly stable but
current issue of Brexit (Britain decision to leave European Union) is creating some instability for
Southern Business Technologies, as it has spiked the labour rate and it also limits the area for
futures trade (Bolinger and Marvel, 2019). The government of UK has reduce the corporate tax
rates from 30% to 28% which provides an opportunity for Southern Business Technologies as it
helps in reducing cost of services and thus increase its profit margin.
Economical – Inflation rate, interest rates, disposable income of customers, level of
demand, economic growth rate etc. are the main elements included in economic factors which
have a significant effect on profitability and growth of an organisation. UK is having a developed
economy with high growth rate but Brexit has created a little recession in economy that may
adversely affecting the performance of Southern Business Technologies but increasing scope of
services in telecom industry is creating opportunity for growth.
Social – Shared beliefs and attitude of society which represents the social culture of an
market are included in social factors. It focuses on taste and preference of customers, population
size, age distribution, etc. People of UK are broad minded and passionate for latest technology,
thus providing opportunity for Southern Business Technologies to enhance its reach and market
share.
Technological – This factor provide information about level of technical advancement
and includes latest innovations and development. Current market of UK is focused towards high

speed network which creates opportunities for Southern Business Technologies to achieve
economies of sale by investing in 5G networking and cloud services.
Legal – All rules and regulation made for betterment of society and workers are included
in legal factor like health and safety act, consumer rights and laws, employment act, etc. In UK,
telecom sector is governed by OFCOM which stipulates the provisions for development of
telecom sector. By gaining knowledge of these provisions and laws Southern Business
Technologies can amplify the chances of expanding in near future.
Environmental – This contains all the practises which helps an entity to act in interest of
environment. People of UK are highly concerned about environment, thus facilitating Southern
Business Technologies to come up with activities that focus on reducing carbon emissions. Also,
entity emphasize on use of renewable energy for gaining acceptance from public (Cronan and et.
al., 2019).
From above details it can be estimated that external environment of UK is in favour of
new innovation and technological improvement so Southern Business Technologies should focus
on technological advancement to provide best telecom services to its customers.
P2) Ansoff's growth vector matrix
Ansoff's Matrix is used by organisation to achieve the objective of growth. This model
provides proper planning to understand and meet the needs and expectations of customers.
Southern Business Technologies should make use of Ansoff's matrix for better planning of
growth as it shows all possible risk and benefits that are involved in direction of growth and
also helps in determining aims and objective. The four main strategic choices provided by this
matrix are as follows:
Market Penetration – This strategy includes successful selling of product or increase in
a specific market. Organisation operates in existing market with exiting product hence more
focus is on promotion and marketing to increase the market share of current product. Southern
Business Technologies can make use of this strategy as it require less resource and risk involved
is also low. The objective of increased revenue and growth can be achieved by making use of
aggressive promotional campaign with proper pricing strategy (Eyvindson and Kangas, 2015).
Market Development – Under this strategy, new markets are identified and developed
for current or exiting product. It includes discovering new geographical markets, use of new
distribution channel and different pricing policies and schemes to attract new customers for

creating new market segments. Southern Business Technologies Can make use of market
development strategy as it provide new customers and increased market share but at the same
time number of competitors and other risk are also increased as moving in a new market.
Product Development – This strategy focuses on development of new product for
existing market. Southern Business Technologies can make use of this strategy as being a
telecom service provider, it can create more innovative and advance services for attracting more
customers. It is quite expensive some time as require effective research and development
department and also needs proper promotion strategy to create awareness about new product.
Business Diversification – This strategy includes complete diversification of business
through launching a new product in a new market (Fabos, 2019). It is the most risky strategy as
business is not having much experience of working in that particular market. Southern Business
Technologies can plan to adopt this strategy as it provide new market and better opportunity to
attract more customers for its new product but at the same time it involves a huge cost for proper
market analysis and research to understand taste and preferences of potential customer.
Form the above detail about different growth strategies, it is suggested that Southern
Business Technologies should adopt product development as it provide better scope for growth
through developing a culture of innovation and improvement in product and it also creates
curiosity in customers to test benefits of new product. Hence, it is the most effective strategy to
increase the level of profitability and growth through attracting more customers for the new and
superior product or services and it also eliminates the threat of competitors.
TASK 2
P3) Sources of funds
Money is the backbone of all organisation irrespective of their size. No business can
sustain for long period of time without adequate finance and business growth is impossible
without sufficient amount of funds. Sources of finance provide various alternative through
which organisation can fulfil their current as well as their future need of funds required for better
conduct of business and to implement growth planing. Southern Business Technologies is a SME
thus not having much finance to achieve the target of future growth therefore different
alternatives with their benefits and drawbacks are discussed to select best combination for
acquiring funds (Holz-Rau and Scheiner, 2019).

Internal Source
Retained earnings – It is that portion of past profit that is not distributed to shareholder
and ploughed back or retained for future investment or to pay off debt obligations.
Advantage Disadvantage
It is most easily available source of funds and
does not require any extra cost and at the same
time no dilution of ownership or control is
created.
The amount of funds raised through retained
earning is not sufficient to meet growth process
and it also creates dissatisfaction in
shareholders as they are receiving less
dividend.
Selling of old business assets - Organisation may have some old abandoned assets like
some land or building or any old equipment or furniture lying idle without any specific use.
Selling or leasing out of these asset can provide additional funds to an organisation (Hope,
2019).
Advantage Disadvantage
It helps in making effective disposal of unused
asset and at the same time provides cash and
other resources in most easy and cheap way.
This source is not available for a new
organisation as it is not necessary to have an
old asset and market value of such old asset is
also quite low thus, not provide sufficient
amount of funds.
External Source
Bank Loan – It is the amount of money which an organisation borrows from a bank for a
definite period of time and on the basis of agreed terms and conditions including mode of
repayment and interest.
Advantage Disadvantage
It provides funds at relatively lower interest
rate thus cheapest way to raise funds for short
as well as for long period. Bank loans are
mainly taken from recognised institutes or
Bank loan is mainly secured against some
personal assets hence can creates hinder in use
of that asset and also creates pressure for
timely repayment of loan amount. Terms and

banks thus it is the safest way for raising funds
and banks usually do not interfere day to day
business operations.
conditions of bank loan are not much flexible
thus creates rigidity (Krumholz and Hexter,
2019).
Crowdfunding – Under this source of funding, small amount of money is raised from
large number of people through making use of vast public network like social media or other
online tools.
Advantage Disadvantage
Facilitates marketing of business project or
product through providing huge attention on
social media and other networks and thus
convert its large number of business investors
into loyal customer.
A good network is required for raising funds
through this method and public display of
project and new ides creates risk of copying
idea by other competitors.
Bank overdraft – It is a facility provided by bank to its customers, which allows an
account holder to withdraw money even when the account has insufficient funds or no funds. If
the withdrawn amount exceeds the funds available in account is taken as credit amount and
interest is charged on it after completion of certain time (Leigh and Blakely, 2016).
Advantage Disadvantage
It is the most flexible way of funding and
require very less paperwork and
formalities.
Higher interest rates are applied on amount of credit
if exceed the overdraft limit and hence not suitable
for long term borrowings (Liu and et.al., 2014).
From the evaluation of above discussion, it can be suggested that Southern Business
Technologies should use a proper combination of source of finance from different alternative to
fulfil its needs.
Recommendation of sources of finance for Southern Business Technologies
Southern Business Technologies is planing for future growth and being a SME it is not
having sufficient funds, so it need to gather funds from different sources. This organisation can
not gather required amount of finance from Internal source of funds which mainly includes

retained earnings or personal savings. Hence, it need to cater funds from external sources. The
most suitable source of finance for Southern Business Technologies is bank loan and overdraft as
it provides the most safe way of accruing funds and this not create any dilution on business
control. Interest rates on bank loan is significantly lower that other source so, it is best suitable
for long term purpose where as overdraft facility requires very less documentation and
paperwork and also offer flexibility, so it is suitable for meeting current or day to day
obligations.
TASK 3
P4) Businesses Plan for growth
Business plan is a detailed written document mainly developed or made by top
management of an organisation. The main purpose of developing a business plan is to make an
effective plans and strategies which provides road map for achieving the future growth and
objectives. Business plan clearly shows the responsibility and role of every individual in the
project and provide step to step guidelines to remove all type of confusion and ensure timely
completion of work which is necessary for attaining future growth (Miguez, Rezende and Veról,
2014).
Background - Southern Business Technologies is private limited organisation operating
in UK and having its headquarter in Down street Dummer, Basingstoke. It is a SME established
in 1965 and employing more than 70 people. It is basically a telecom service provider and
offering communication systems, office telephone system and business mobiles to its customers.
Southern Business Technologies is planning for growth to achieve the objectives of scaling up of
its business through increasing its sales and profitability. For this purpose they are planning to
launch a new mobile system with more innovative feature and advance technology and also
offering 7G network (Papageorgiou, 2019).
Vision: It represents the image or picture that an organisation wants to achieve in future
based on its goal and aspiration and provide a clear focus towards the direction of goals. The
vision of Southern Business Technologies is, “To become the best telecom service provider of
UK, with high level of profitability and growth.”

Mission:The mission of Southern Business Technologies is, “To make use of latest and
most innovative and advance technology to provide best possible services to its customers.”
This will help in catering more customers and increasing sales and profitability.
Objectives : The main objective of Southern Business Technologies is to achieve the
target of growth and expansion in market share to gain higher profits. For that purpose a new
mobile is launched with advance features and 7G network. The objective of Southern Business
Technologies behind thus are :
 To increase the overall sale of organisation by at least 15% in coming one year. To increase the profit level by 10% to ensure better performance and growth.
STP - STP model helps in segmenting a market, target audience and position its products
and service image in the mind of potential users or consumers (Pothukuchi, 2015). Southern
Business Technologies can use this model to estimate its growth opportunities and competitive
advantage-
 Segmentation- This process includes division of market into different groups like
on demographic, behavioural and geographic segment. Here, a new 7G mobile
will be launch by this company that is based on geographic segment and it will
cover all areas of UK.
 Targeting- It helps the firm in determining about the target audience towards
whom this new product is launching. Southern Business Technologies will
mainly targeting youngsters who spend most of their time on mobile phones.
 Positioning- It means building an image of company's product or service in target
audience's mind. Here, by launching this latest mobile phone, company will
ensure that it will provide fastest speed of data. Southern Business Technologies
has made use of effective promotion and advertising techniques to create a image
in mind of customers that this new mobile will have the fastest network and will
provide best features.
Financial information - Financial resources and funds are the most important factor and
main requirement for conducting any task and for effective completion of any project. Southern
Business Technologies is planning to scale up its business operation therefore, launching a new
mobile with advance feature to increase its revenue (Sarin, 2019). For efficiently completion of

this task Southern Business Technologies will require adequate funds and for estimation of
requirement of funds following budget is prepared:
Particular Amount in £ Millions
Implementing technology cost £ 3
Promotional expense £ 2
Advertisement expense £ 1
Catalogues £ 1
Training charges £ 3
Total Cost £ 10
Above budget clearly shows that Southern Business Technologies requires £ 10 millions
to complete its project. Retained earnings of Southern Business Technologies accounts for £4
millions and having an overdraft facility of £ 2 millions which they can use to meet the expenses
of this project. Remaining £ 4 million can be gathered through availing a bank loan.
Cash flow statement: It a tool used for numeric presentation of cash inflow and outflow
for a fixed period of time. It includes three stages, cash flow from operating, investing and
financial activities (Smith And et.al., 2014). Below the cash statement of Southern Business
Technologies is shown :

This cash flow statement is showing that business is having a strong financial position
thus Southern Business Technologies can implement its project easily to gain higher profits and
expand its business productivity to ensure growth.
SWOT analysis – it is conducted by an organisation to identify its internal strengths and
weaknesses and also provide a analysis about external opportunities and threats existing in the
present environment (Thorne, 2019). Southern Business Technologies is planning for increasing
its business scale and wants to achieve the target of future growth, hence it become necessary to
conduct SWOT analysis to evaluate its strengths and weakness and also to grab the the
opportunity and eliminate the threats.
Strengths Weaknesses

 Using high performing cable equipment
with less carbon emission to protect
environment.
 Providing excellent customer services
through effective sales team and
marketing.
 Having limited market share and lack of
resources to expand globally is the
weakness of Southern Business
Technologies.
Opportunities Threats
 Development of 7G network can
provide new opportunities
 More environment consciousness in
UK creates opportunity to make use of
renewable energy and other eco -
friendly technology to create good
image in minds of customers
(Whelpton, Campbell and Patterson,
2015).
 High level of competition in telecom
sector
 Strict laws and regulations made by
Ofcom.
Implementation
Proper implementation of business pan is the responsibility of manger and all employees
as success of plan depends on how effectively it has implemented. It is the phase where actual
efforts are made and all the decisions and plans are put into effect. Southern Business
Technologies should ensure that plan is proper;y implemented and employees are properly
executing their work for success of plan.
Monitoring and control
Monitoring and control are necessary for timely evaluation of project's progress so that
corrective action can be taken if performance level is deviating from plan. It involves proper
monitoring of workforce to check whether they are performing effectively or not and thus helps
in improving their work quality and productivity. Southern Business Technologies should
implemented proper monitoring and control to check whether work is performed in direction of
achievement of gaols and objective.

TASK 4
P5) Exit or Succession option for small business
Every organisation wishes to remain in market and continue its business for a long period
of time, but due to some misshapen and more fluctuation in businesses environment lead to
unsuccessful journey or failure of many organisation. The main reasons which lead to failure of
business organisation are inadequate cash reserves or funds, incapable management, wrong
pricing policy, misconception of market demand, failure in understanding customer preference
and taste, etc. When profit of an organisation starts declining and it become difficult to continue
the current business, organisation is mainly left with two options either exit the market or get
succession or integrated with other organisation (Abolhasani and et.al., 2016). Here are some
alternatives providing succession options for an small business organisation such as Southern
Business Technologies :
Succession option – These options are opted when an organisation does not want to
leave the market and take one more chance for growth and success of organisation through
adopting some integration policies or through transferring ownership to some one else
(Aganbegyan, 2019). The different succession offer which can be used by an SME are as
follows:
 Merger & Acquisition – It is a process through which two or more organisation get
integrated through consolidating their assets and liability for running their business
together for earning and getting better results in future.
Advantage Disadvantage
It provide more cash and other resources and
also lead to higher sales for combined
company and if two companies of same
industry are merged it will also reduce level of
competition.
The merger and acquisition process is not
much liked by employees as they have to adapt
themselves with new working environment and
sometimes conflicts may also arises between
employees of different companies .
 Vertical Integration – It is process in which a company acquires an other company that
starts its operations before or after the acquiring company i.e. two companies working or
operating at different level are getting combined to work together.

Advantage Disadvantage
Provides more market power and thus helps in
achieving economies of scale and also Creates
cultural diversity at workplace.
Reduce flexibility as decisions are to be taken
with permission and considerations of all
integrated companies (Baran, 2019)
Southern Business Technologies can adopt any of the above succession option to wind-
up its operations or leave the business market at the time of unsuitable conditions when it really
become difficult to operate or run the organisation (Bolinger and Marvel, 2019). If the current
plan does not work well, it s recommanded that Southern Business Technologies should go for
Merger & Acquisition as it will provide a better future scope to run the business with the help
of an established organisation and it also solve the problem of limited sources and thus, creates
more opportunities for future growth.
CONCLUSION
From this project, it can be concluded that planning plays a vital role in success and
growth of any organisation irrespective of its size. Porter's generic strategies is used to gain
competitive advantage through achieving cost leadership or by product differentiation. Use of
PESTLE analysis is made to analysis different elements of external factors which provide
knowledge about political, social, economical, technical, legal and environmental aspects.
Ansoff's vector matrix provide various strategies for growth and expansion of an organisation.
This can also be summarised that there are various source of finance to provide adequate amount
of funds to meet the expanses. Business plan include the vision, mission and objective of an
organisation and provide guideline for effective achievement of targets. At last, it can be
concluded that there are many exit or succession options which can be opted by an organisation
to face the bad or undesirable conditions.

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