Planning for Growth - Strategies for Business Expansion

This report discusses various strategies for business expansion, including Porter's Generic Strategy, Ansoff's Growth Matrix, and Classification of Sources of Funds. It also provides insights on how Cafepod Coffee Co. can implement these strategies to achieve growth. The report is relevant for students studying business management, marketing, and finance.

PLANNING FOR
GROWTH

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Porter's Generic strategy.............................................................................................................3
Ansoff's growth Matrix...............................................................................................................4
TASK 2............................................................................................................................................7
Classification of sources of funds...............................................................................................7
Sources of funds..........................................................................................................................8
TASK 3..........................................................................................................................................12
Business plan.............................................................................................................................12
TASK 4..........................................................................................................................................15
Exit strategies............................................................................................................................15
Succession planning..................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Planning is referred to the process of determining the various objectives and programmes
in order to attain and develop the aims and objectives of the organisation and further assign
responsibilities for their implementation. Planning is an important element that is required for
better performance of the organisation. Planning is a crucial element in order to facilitate growth
of an organisation. The report considers Cafepod Coffee Co. as its primary organization in order
to discuss planning for growth. Cafepod coffee co. is a small independent business that was
established in London in the year 2011. The organisation aims to conceive quality coffee
products for adventurous coffee lovers. The Cafepod coffee co. is a small partnership business
that was founded by Peter Grainger and Brent Hadfield. The organisation has expanded its
existence at major supermarkets and on online shopping portals through its wide variety of
coffee blends.
TASK 1
Porter's Generic strategy
Michael Porter introduced three strategies in 1985 in order to determine ways for
achieving competitive advantage. The strategies formulated by Michael Porter are cost
leadership strategy, differentiation strategy as well as focussed strategy. The generic strategies
are explained below in detail.
Cost leadership- The generic strategy of cost leadership states that the organization can gain
competitive advantage by keeping the prices of the products low that lead to more demand
and hence it helps the organization to have better profits as the prices are less. The cost
leadership strategy allows the organization to be a leader in the industry in terms of cost.
Differentiation- Differentiation strategy allows the organization to establish its competitive
image in the industry by offering a special characteristic in the product. The features tend to
be unique and different from the existing offerings provided by the rival firms. The
organization can charge higher prices but then the focus is upon the quality of the product as
it aims to provide high quality products and services.

Focus strategy- The focus strategy revolves around the niche market in order to understand the
needs of a particular segment and changes that take place in the market. Hence, in order to
go for the focus strategy, it is important for an organization to opt between cost focussed
strategy or differentiation strategy in order to serve a niche market. The cost focus strategy
aims to focus upon a particular market while offering lower prices whereas differentiation
focus strategy aims to target a particular market through providing special characteristics in
a product.
These strategies are followed by all the types of organisation whether they are profit earning or
non-profit organizations. The strategy that can be used by Cafepod coffee Co. in order to achieve
the competitive advantage is “Cost Leadership strategy”. Under Cost leadership strategy, the
organisation can keep its prices comparatively lower than its competitors in order to attract
customers towards their business and have better opportunities for revenue generation and hence
higher profits.
New products and services
The organisation Cafepod Coffee Co. can opt for digital platforms in order to achieve the
competitive advantage through cost leadership. Cost leadership can be adopted by the
organisation only if the organization looks upon cutting down its cost. Digital platforms can help
the organisation to reduce the cost that is incurred for promoting the offline existence. Online
presence with the help of digital platforms will help the organization in having a wider reach in
the market among its present and potential customers. Digital platforms will enhance growth
opportunities for the organization and further avoid various geographical obstacles that can be
faced by Cafepod Coffee co. that can disturb success and growth of the organization.
Ansoff's growth Matrix
Ansoff matrix is a tool used by the organizations which helps to plan and formulate the
strategies of growth for an organisation. The Ansoff matrix is also called as product or market
expansion grid. The matrix consists of four strategies which help a firm to grow. The matrix
helps to analyse the risk associated with all the four strategies. The matrix was developed by the
mathematician and Business manager, H. Igor Ansoff. It helps to understand the risks inherent in
the business growth. The four strategies of the Ansoff matrix are-
Market penetration- Market penetration is about focusing on increasing sales of the
products which already exist in the market. A firm aim at increasing its market share with a

penetration strategy. The market penetration strategy can be executed by decreasing the prices to
attract new customers, by increasing the promotional and distribution efforts and acquiring the
competitors in the same marketplace. The strategy has its pros and cons that are discussed below-
Pros
 The risk associated with market penetration is quite low.
 The strategy involves existing products and markets that proves as an advantage for the
organisation.
 The strategy focuses upon retention of customers. The strategy of market penetration is cost effective.
Cons
 The strategy does not focus upon product growth of the organization.
 The strategy acts as an obstacle in growth of product as well as market.
Product development- In a product development strategy, the firm develops a new
product to cater the existing market. This involves extensive research and development along
with the expansion of the company's product range. This strategy is employed only in the case of
strong understanding of the firm's current market and have potential to provide innovative
solutions to meet the needs of the existing market. The strategy can also be implemented by
investing in R&D to develop new products to cater the existing market, by acquiring a
competitor's product and merging resources to create a new product that meets the need of
existing market in a better way. Product development helps in forming strategic partnership with
other firms to gain access to distribution channels. The strategy has its pros and cons that are
discussed below-
Pros
 Product development helps the organization to create a culture of innovation by
launching new products.
 It helps in driving high value proposition that facilitates core demographics.
 It further helps in growing professional network of the organisation in the industry. It promotes willingness among the customers to try new products.
Cons
 It may sometimes set unrealistic expectations from a product in the market.
 The products have a tendency to fail in the market.

 The product testing can result in getting a failed idea.
 Changes in external sources can further have an impact over the process that might
further affect the product development.
Market development- When the firm enters a new market with its existing products, it is
a market development strategy. Expansions into a new market can be on the basis of
geographical, demographic factors, etc. The market development strategy is successful in
situations where the organization owns technology that can be leveraged in new markets. In
market development strategy, the consumer behaviour does not fluctuate much as it can be
followed by catering a different customer segment, expanding into a new domestic market and
expanding into a new foreign marketplace. The strategy has its pros and cons that are discussed
below-
Pros
 Market development helps in gaining new customers for the business.
 It further provides an access to increased revenue for the organisation and further provide
opportunities for company’s growth. The market development strategies help the organisation in achieving a competitive
advantage.
Cons
 The risk associated with market development strategy is quite high.
 Market development involves entering with the product into a new market that has a risk
of cost associated with the business.
Diversification- Diversification is an organizations strategy where the firm enters into a
new market with a new product. This strategy has the highest level of risk but on the other hand
it also provides great potential for increasing the revenues. The diversification strategy opens an
entirely new source of revenue for the organizations. There are two types of diversification,
namely-
 Related Diversification: There are potential synergies between the existing
business and the new product or market of the organization.
 Unrelated Diversification: There are no potential synergies between the existing
business and the new product or the market.
The diversification strategy has its pros and cons that are discussed below-

Pros
 The successful market diversification can help the organisation to have an increased
market share in the industry.
 It further facilitates loyal and a wide customer base that helps the organisation to have
increased revenue as well as promotes organisational growth. It helps in identifying key factors that promote success for the organisation and might
help the organization to become a leader.
Cons
 Diversification is a strategy that consists of high risk. The reason of the strategy being
risky is, that the organisation enters in a new territory wherein the parameters of the
market are unknown.
 Diversification strategy is costly as well as consumes time and huge efforts for the
implementation.
Each strategy has its own pros and cons. The strategy that can be implemented by
Cafepod Coffee co. in order to accompany growth of the organization is Market penetration.
Market penetration can prove to be helpful as the organization is opting for cost leadership
strategy to gain the competitive advantage in the industry.
Further, the market penetration strategy is cost effective and has low amount of risk
which is quite suitable for a small business like Cafepod Coffee co. The market penetration
strategy can be quite helpful for the organisation while applying the cost leadership strategy to
attract the customers towards the business organisation.
TASK 2
Classification of sources of funds
Funds are a very important component for a business operation. There are a variety of
fund sources and the sources of funds can be classified under 3 broad categories. The three main
classification of funds are period basis, ownership basis and generation basis. The classifications
have been discussed below in detail.
 Classification on the basis of period- The funds can be classified on the basis of the
period. The sources of funds on the basis of periods can be identified as long term
sources, medium term sources and short term sources. The long term sources of funds can

be used to fulfil the fund requirements for a period of more than 5 years such as
debentures and shares. The medium term sources of funds aim to fulfil the requirement of
funds for the time period of more than one year and less than 5 years such as public
deposits, bank loans, lease financing, etc. The short term sources of funds are the sources
of funds that fulfil the fund requirement of an organization for the period of a year or less.
The examples of short term financing are trade credits, commercial papers, etc. The short
term financing is among the most common and suitable source of financing.
 Classification on the basis of ownership- The sources of funds can be classified on the
basis of ownership. The various sources of funds on the basis of ownership are owner's
funds and borrowed funds. The owner's funds are referred to the funds that are provided
to the organisation from the side of the owner. The owner can either be a sole proprietor,
a partner or even a shareholder of a company. The owner's funds not only includes the
capital that is invested but also the retained earnings or the profits of the business.
Borrowed funds are the funds that are raised with the help of loans or borrowings from
the outsiders. Usually the organisations have to pay interest on the principal amount in
order to settle the loans.
 Classification on the basis of source of generation- The sources of funds can be
classified on the basis of sources of generation such as raising funds from internal sources
as well as raising funds from external sources of funds. Internal sources are referred to
the modes wherein the funds are generated from the people within the organization
whereas the funds generated from the outsiders are terms as funds from external sources.
Internal sources can be retained earnings, disposal of surplus, etc. whereas the external
sources are basically the borrowings from the outsiders.
Sources of funds
It is very important for an organisation to have funds in an appropriate amount for a
smooth operation of the organisation. The various sources of funds that can be considered by
Cafepod Coffee co. are discussed below along with their advantages and disadvantages.
Retained earning
An organisation does not distribute its income or profits entirely among the partners or
the shareholders and always reserves a part of it as retained earnings in order to utilise them in

the business operations in the future. The process of raising funds through retained earnings is an
internal source of raising funds. Each organization has its different policy in order to retain a part
of its profits for future utilisation.
Pros
 Retained earnings is a source of furetained earnings might generate a feeling of
dissatisfaction among the shareholders as their dividends are affected by it.nding that is
available to the organisation throughout its life and at any point of time.
 The retained earning does not require any explicit cost such as interest or dividend in
order to have access.
 Retained earnings facilitates high amount of freedom and flexibility to the organization
for the fund utilisation. The retained earnings further facilitate the organisation to enhance its ability of absorbing
unforeseen losses.
Cons
 The retained earning must have an appropriate and pre-determined ratio in the
organisation. Huge retained earnings might generate a feeling of dissatisfaction among
the shareholders as their dividends are affected by it.
 The retained earnings can be termed uncertain as the profits are dynamic and fluctuating
in nature.
 The opportunity cost of retained earnings is quite difficult to be recognised by various
organizations and hence it may lead to under utilisation of other sources of funds.
Lease financing
Lease financing is referred to a contractual agreement wherein the owner of the asset
allows another person to use the asset for a particular period in exchange of a particular payment.
In other words, lease financing can be referred to the process of providing assets on rent. The
term used for owner of the asset is called a lessor whereas the term used for the party utilising
the asset is called lessee. As soon as the agreement of the asset expires, the asset is transferred
back to the owner. Lease financing is favourable for the acquisition of assets like electronic
devices and other equipment.
Pros
 It helps the lessee to acquire assets at low investment.

 Lease financing requires simple and lesser documentation in order to finance the assets.
 Lease financing consists of paying rents that are deductible while computation of profits.
 The lease financing does not dilute the control or ownership upon the business. Lease financing does not affect the capacity of raising debt of an organisation.
Cons
 Lease financing might impose restrictions upon the utilisation of assets.
 It is important to renew the lease financing in order to facilitate smooth business
operations without a fail.
 The lessee can never become the owner of the asset as it further deprives them from the
residual value of the asset.
Commercial paper
Commercial paper is referred as a short term source of financing. Commercial paper is
basically a promissory note that is unsecured and it is issued by an organisation to raise funds for
a shorter duration from other organizations such as banks, insurance companies, business
organizations, etc. The time duration of commercial paper varies from 90 days to 364 days.
Pros
 A commercial paper is unsecured and hence does not create any restrictions upon the
organisation.
 Commercial paper is a transferable instrument due to its high liquidity in the market.
 The commercial paper is capable of providing more funds in comparison with the other
sources of funds.
 The cost of commercial paper to the issuing organisation is usually lower than cost of
commercial bank loans. Commercial paper can be considered as a continuous source of funds due to their
maturity as they can be tailored in accordance with the requirements of the organization.
Cons
 The firms which are financially sound and have a good reputation in the market are only
capable of raising money through the commercial paper whereas newly established
organisations are not capable of using this method.
 The size of money that is capable of being issued with the help of commercial paper is
limited in comparison to the excess liquidity available with the fund supplier.

 Commercial paper is referred as a method of financing that is impersonal. In case an
organization fails to redeem its paper because of financial difficulty, even then the
extension of a commercial paper cannot be done.
Commercial banks
Commercial bank can be considered as an important mode through which the
organizations can acquire funds. The banks advance loans of all sizes to accommodate various
needs of the individuals as well as organisations. The various ways through which the banks can
advance loans are cash credits, term loans, discounting bills as well as letter of credit. Bank
credits have a rate of interest that need to be paid by the borrower on the principal amount.
Pros
 Banks provide ample assistance to the business organizations in terms of funds as and
when they require.
 It helps in maintaining the secrecy of the organization and hence keeps the information of
the organisation as confidential.
 Bank loans do not require hectic formalities like issuing prospectus, underwriting, etc.
hence it is an appropriate source of funding. It is a flexible method of sourcing finance as the borrower can repay the funds in advance
or can even extend the loan amount in accordance with the business needs.
Cons
 The cons of raising funds through commercial bank is that the funds are issued for a
shorter duration and also the extension or the renewal of the loan is not certain and can be
very hectic.
 Loans are not issued by the commercial banks easily. The banks investigate properly
regarding the performance and position of the organization before lending loans to the
organizations.
Financial institutions
There are various financial institutions that grant financial assistance to the business
organizations for long term as well as medium term. These institutions have an aim of industrial
development of the region. The financial institutions conduct market survey as well as technical
assistance to the organization.
Pros

 Financial institutions provide long term finances that the commercial banks deny to
provide.
 These institutions provide financial, technical as well as managerial advices to the
business organisation and act as a consultancy for the businesses.
 The loan advances from financial institutions enhances the goodwill of the business
organization. It facilitates repayment in easy instalments.
Cons
 The financial institutions follow a strict procedure of advancing loans and involves a lot
of formalities.
 The financial institutions impose restrictions upon the payment of dividend.
The most suitable sources of funds for Cafepod coffee that can be used by the
organisation are commercial paper to meet short term funds as well as bank loans in order to
meet the long term fund requirements.
TASK 3
Business plan
Business plan is basically a plan wherein the goals and objectives of a business are
defined. The business plan summarises the components of the business that need to be
accomplished for the success of the business.
Executive Summary
The section covers the business plan of Cafepod Coffee Co. that needs to be implemented
by the organisation in order to enhance the growth and success of the business. The section
covers marketing and financial plan of the business that aims its growth. The business plan
highlights SWOT and PEST analysis in order to identify various internal and external factors that
will have an impact over the growth of Cafepod Coffee co.
Company Introduction
Cafepod coffee co. is a coffee business that was established in London in the year 2011.
The organisation conceives quality coffee and inspire through its creativity and passion. The
founder of the organisation is Peter Grainger and Brent Hadfield.

Mission- The mission of Cafepod coffee co is to empower the people with the help of
exceptional taste of coffee.
Vision- The Cafepod coffee co has a long term vision of carrying out operations in order to meet
with the societal needs and upliftment of local communities.
Objectives- The objective of the business is to offer various products in harmony with the market
demands. The business further aims to bring in various changes to cope with the competition on
the market [CAFEPOD Coffee Co., 2021].
Financial Summary
The financial summary for Cafepod coffee co. is discussed below-
Sources Expenses
Business plan £ 40000
Advertisement £ 15000
Hiring employees £ 35000
Promotional £ 25000
Infrastructure £ 55000
Total £ 170000
Industry and market analysis
Industry outlook
The coffee industry of UK is quite favourable for the business. The market of UK
consists of people who are attracted towards coffee hence the organization is likely to grow and
succeed.
SWOT
STRENGTHS WEAKNESSES
 Culture of the organisation
 Technological advancement
 Huge employee turnover
 Low motivation level
OPPORTUNITIES THREATS
 Technological advances  Cash flow issues

 Population growth  Rising competitors
PEST
Political factors- The political environment is stable that can prove beneficial for the
organization. Though, Brexit had resulted in a certain instability but overall the political
environment is stable.
Economic factors- Increase in VAT and taxation are economic factors that will affect Cafepod.
Social factors- The dynamic needs of the customer are social factors that affect the business of
the organisation.
Technological factors- Technological advancements will help the business to adopt innovative
techniques to promote the business (Sell and et.al., 2018). The technological will help the
business to save cost of operations at Cafepod Coffee co.
Competitors
The competitors of Cafepod Coffee Co are-
 CRU Kafe
 Good Juicery Pvt Ltd
 Gourmesso
 Wild Poppy Company
Marketing strategy
 Product- The products offered by the Cafepod Coffee co are smooth, intense, Arabica,
decaffeinated and compatible pods. It offers coffee capsules made from food grade
recyclable plastics.
 Place- Cafepod Coffee co has chosen offline stores as a distribution channel for the
organisation.
 Price- The pricing strategies offered by Cafepod Coffee co. is cost leadership pricing
strategy in order to attract customers. Promotion- The business can use various promotional strategies in such as advertising to
promote its business.
Strategy and Implementation summary

CafePod coffee co. is a coffee business that can implement the various marketing and
competitive strategy in order to grow the business. The organisation has facilitated its existence
at major supermarkets as well as through online shopping portals through its wide variety of
coffee blends. The strategy that can be adopted by Cafepod Coffee co is cost leadership strategy
in order to deal with the competition and enhance the market growth.
Personnel and management
The business of cafepod coffee co. is a small partnership business that was founded by
Peter Grainger and Brent Hadfield. The business has approximately 10 employees which include
bartenders, waiters, owners, etc.
Financial plan
Assumptions for income and expenditures
Year Incomes Expenditures
0 0 £ 500,000
1 £150000 £150000
2 £50000 £150000
3 £650000 £150000
Particular 31/08/21 31/09/21 31/10/21
Apply
knowledge
charge
£15000 - -
Raise occasion £9000 £8000 £6000
Profitable £6000 £5600 £5800

expenditure
Collections £2000 £4000 £3000
Training charge 6500 8000 8500
Overall Cost 38500 25600 23300
Scaling Options
The business of Cafepod Coffee can look forward upon expanding its business in the
various regions of London. The business can establish at least 3 branches in the coming 5 years.
The business can utilise various sources of funds in order to grab funds for business expansion
and implement the marketing strategies properly. The various modes that can be used for
generating funds are commercial banks and commercial paper.
TASK 4
Exit strategies
In case, the business fails to perform as per their goals and objectives then the business
might face a situation of a shut down. In this scenario, the business might need to look upon
various exit strategies. The various exit strategies that can be used by Cafepod Coffee co. in
order to exit from the business are explained below-
Liquidation- The process of liquidation can be considered an exit strategy wherein the business
owner sells its assets in order to repay the debts. The small businesses usually use the liquidation
strategy in order to exit the business and it can be adopted by Cafepod Coffee co.
Pros
▪ It will prove as an easy approach for Cafepod Coffee co. to exit the market.
▪ Liquidation is helpful in winding up business in a shorter duration.
Cons
 It will result in lower return on investments of Cafepod coffee co.
 The creditors of the organisation will have claim upon the funds first.

Selling business in the open market- In a situation where the organisation is required to
sell its business for a certain price in the market is referred to selling business in open
market. Further, Cafepod coffee co may sell its business and take the desired amount of
money and walk away from the market.
Pros
 The strategy facilitates an attractive way of selling a profitable business in the
market quickly.
 The assets and goodwill of the business is also passed to the new owner in this
exit strategy.
Cons
 A low profit or loss incurring organisation can find it difficult to exit with this
strategy.
 Cafepod might receive a low selling price in the market.
The most appropriate exit strategy for Cafepod coffee will be selling of business in an open
market as it will preserve the goodwill of the business.
Succession planning
In case the business plan proves to be successful, then Cafepod will need to look upon
succession planning in order to expand its business in the market. The various strategies that can
be used by Cafepod coffee co. in order to plan succession are discussed below-
 Articulate goals for business- Cafepod will require to set goals for the business
organisation and identify various key areas that require improvement. Articulation of
business goals will help Cafepod to accomplish the business goals in an effective manner
though it may lead to delayed decisions.
 Formulation of decision making policies- Cafepod can formulate various policies and
guidelines in order to operate the business successfully and smoothly (Zhou and et.al.,
2017). Formulation of decision making policies will help the organisation to take
effective decisions for goal accomplishment. Formulation of decision policies however
do not guarantee success.

CONCLUSION
It can be concluded from the study that planning for growth is very important for the
business. The report focuses upon the various strategies for achieving competitive advantage.
The most suitable strategy for Cafepod coffee is cost leadership. Further, the report has
highlighted various growth strategies along with various sources of finance like bank loans,
commercial papers, financial institutions etc. that can be chosen by the organization to allocate
funds for the business. The most suitable source of funds concluded for Cafepod coffee co are
commercial paper as well as commercial bank. The report consists of a business plan for the
organizational growth and also suggests various exit and succession strategies for success and
failure of business plan of cafepod coffee co.

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CAFEPOD Coffee Co., 2021. [Online] Available Through:
<https://www.cafepod.com/pages/our-story>