Planning for Growth - Taste Assignment

Planning for Growth

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key considerations for evaluating growth opportunities and justify these considerations....3
Evaluation of an opportunities for growth applying Ans-off's growth vector matrix............6
TASK 2............................................................................................................................................7
c) Potential sources of funding available to businesses and benefits & drawbacks of each
source......................................................................................................................................7
TASK 3............................................................................................................................................9
D) Business plan for growth includes financial information and strategic objectives for scaling
up a business...........................................................................................................................9
TASK 4..........................................................................................................................................12
e) Exit or succession options for a small business explaining the benefits and drawbacks of
each option............................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................17

INTRODUCTION
Planning for growth is the vital concept which helps to understand growth of the business
firm and checks out strategic objectives of the business. In business context, growth is emerging
to understand pattern on basis of which business entities are generally operates, either to earn
profit or strategic position of the firm. In the current era, planning to acquire strategic position in
a market place is useful for business firm to generates strength that can be converted into goals
accomplishment (Ward, 2016). This report will cover on ““Taste”” which is the popular SME
which specialised to sell coffee products which varies of different types and tasty buns and
snacks. This report will put light key consideration for evaluating growth opportunities,
evaluation of the growth using Ans-off matrix. Also, report will carry out its discussion on
potential sources of the business funding and benefits and drawback of each and every sources.
Lastly, report will also consist of a business plan along with discussion on exit or succession for
this business.
TASK 1
Key considerations for evaluating growth opportunities and justify these considerations
Planning for growth is vital for every firm to its sustainability and long term survival of a
business operation at an optimised level. When talks on SME's, growth has dramatical role play
to increases business profit and informative reach to the customer's. In UK, SME is on rapid way
to increase operational efficiency or ensures long term for firm productivity on growth oriented
stage. This discussion is centric on ““Taste”” which is a leading SME which sells varieties of the
coffee product & eating buns to its customer's at an attractive cost (Valler and et. al., 2017).
Thus, growth is necessary either future or present is required to be evaluates in lesser time to
ensure firm's growth of this venture. In context with “Taste”, business growth is vital to expand
coffee business on wider level and ensures long term suitability for an operation.
PEST analysis:
An organisation must consider its external environment in order to evaluate several
external pointers which could be an opportunity for an organisation. Following is the external
analysis for “Taste”:
Political Factors: Due to Brexit, the country experiences political instability and the
whole political scenario of the UK is in a very bad shape since is dissociation with European

Union. Moreover, trade channels related to EU are also disrupted, which affects the sale of
products by “Taste”. However, an opportunity which lies within this scenario for the company is
that it could build an effective supply chain outside the UK which allows the firm to remain
flexible despite the political tensions.
Economical Factors: The decrease in the value of Pound has been a setback within the
country and has affected various large organisation. However, the firm must sell its products at a
lower price range along with hiring more talented staff at reasonable wages which would allow
the customers to prefer the company more despite the competition.
Social Factors: There has been an inclination towards consumption of healthy food and
beverages within the people of UK, especially millennials. Thus, the firm must produce organic
food and coffee products that aid to this need of customers.
Technological Factors: With rise in Artificial Intelligence, Virtual Reality and
Automation, the firm has this opportunity to enhance its performance and provide an inside view
to the customers about how their products are made and manufactured, which would ensure trust
within the buyers towards the company.
Competitive advantage:
This means about favourable position of firm, when they are profitably advantageous
than its competitors. There are different resources which “Taste” is required to continue its firm's
operations on an optimised time. Resources such as funds, skills, time, manpower etc., is need to
accomplishes business objectives in lesser time. “Taste” has wide range of suppliers which offers
resources in price less that market price due to which increment in profits is expected. In order to
achieve competitive advantages in marketplace and this will be ensures using different elements
are as follows:
Resources: This consists of both tangible & intangible tools such as manpower, technical
item, funds, strategies etc., of which support to achieve organisational goals such as expansion of
an operation, increased profitability, market share to creates its brightest image into the market.
Capabilities: “Taste” has high skilled workforces and experts that are capable to achieves
operational firm and provides edge to edge support in case of increased rivalries.
Core competencies: This is the combination of a multiple resources & skills which
differs from its competitor and firms. Core-competencies of the ““Taste”” uses skilled people,
outsourcing of the resources, trending technology with support of which competitive advantages

of business can be achieved (Todes, 2012). These core-competencies are required to obtained
competitive growth for this renowned SME.
Porter' generic model: This strategy is useful to identifies right direction for business
entity. For this, porter has given four different strategies that business firm used for sustainable
advantages. In context to ““Taste””, discussion on porter generic model are as follows:
Cost leadership: This strategy mainly focuses onto broad market and in process to brings
out lowest prices to their customer's. Through this strategy, firm makes its image like low cost of
the producer and focuses mainly on lowers down cost of a product. In coffee, its been difficult to
lower down price, as because of number of valuable resources such as raw coffee, skilled people,
technology etc., which are not cheap in present time. But, cost can be lower down by saving in
coffee process.
Differentiation: In this strategy, firms are generally seems them as unique in its industry
and creates dimension for own products. This can be considered as homogeneous factor, in
which uniqueness of a product has to be judge as like shape, colour, size, “Taste”, physical
identity as well as shape or design (Pred, 2017). This can be taken as for “Taste” to creates
perfect identity of what they sells such as coffee and eating buns.
Focus: The generic strategy of focus tells about choices of the narrow competitive scope
within an industry. In this focuser selects a particular segment or group of segment into industry
and also tailor its strategy to serve them to exclusion of others. Thus, focus strategy has two
variants such as cost focus and differentiation focus. In cost focus, firm is seeks a cost advantage
in its target segments and differentiation focus, firm looks out for differentiation in its own target
segment. It is highly important for an organisation to focus on the aspect which primarily focuses
on that aspect which provides the organisation with maximum benefits from their decision. For
instance, if “Taste” primarily focuses on cost, then the firm would only be emphasising in
providing its products at a competitive price range, i.e., lower than all of its potential customers.
However, if the firm focuses on differentiation, then it is required to effectively produce its
offerings differently than that of its components.
Analysis: After complete analysis of the porter generic strategies, this was found that,
“Taste” focuses on both differentiation and cost leadership to attract new and existing customer's
on regular basis (Moseley, 2013). They have strong competitive advantage by focusing on cost
control and gives differentially unique products to their customer's to achieves competitive

position in the market. For longer business growth, focus of the “Taste” must be on quality &
quantity dimension.
Evaluation of an opportunities for growth applying Ans-off's growth vector matrix
Ansoff's matrix is a marketing planning tool which helps a business to identify its product
and market growth strategy. In context with “Taste”, this matrix based strategy is mainly focused
on two things named as product and market. This could be either development of new product or
expanding market to ensure business growth. This model helps in knowing the possible growth
strategies for an organisation. For this Sme, ans-off matrix will be suitable to evaluate growth
for business firm and also suggest new strategy to accomplish strategic goals of the “Taste”.
There are four type of strategies that are as follows:
Market penetration: In this strategy, firm has eyes onto sell its existing product into the
same market either by lowering prices and focus on its quality on longer side. With this strategy,
focus is on building profit and rising strategic brand image in the market structure. The smart
objective of the “Taste” is to increase business profit & revenues by 5 percent (Mason, 2015).
Hence, this strategy will be best option to gain market & business performance. In this, risk of
business threat is low, as product is already and has long lasting image in customer's mind.
Product development: In this, a new product will be developed to sell in an existing
space of the market. The main reason of this strategy is to led customer be inform over ability &
creativeness of a firm to offers product to achieves strategic position into the market place. For
“Taste”, detailed market research on variety of coffees will be good option to sell more and in
variety. “Taste” has decided strategic goal on consumer awareness about different coffees beans
and “Taste”s them to sell at the value pricing and at the certain point of time, it will be selling at
an unique pricing. In this strategy, risk of business threat is moderate, because launching new
good is like experiment to be done. Moreover, this strategy could be favourable for the
organisation in order to attract its loyal customers within the niche market, as well as attract new
and potential customers which might shift their preference towards this new offerings.
Market development: In this strategy, eye is on searching for new market space to sell
firm's existing product which are already running in the market. Here, risk of business threat is
high, but not severe. This is why, product is already established in market and also have exiting
customer segment of the coffee such as teenager and young people who are loyal to have coffee.
Introducing same product in new market impact's customer choices or may be brand image can

affects (Mahmoudi and et. al., 2013). Existing product's such as Ghana, coffee has big name and
which is somewhere sour also, this will be threat, if “Taste” will their coffee to high sweet
preferred customer. This would allow the organisation to expand its customer base as well as
capture a larger market share within the globe. Reason for the same is that with existing product
in place, the firm would only have to operate and work upon its marketing within the new market
and attract only those customers, which could be actually willing to purchase the offerings of the
organisation.
Diversification: This is something different from all given three strategies. In this, a vary
new product will be launch to new market space. This means, a product idea will have to taken
into consideration, irrespective tangibility or homogeneity in nature. In this, risk of threat is high
and severe, because “Taste” is well known for its “Taste” and quality of the coffee they offers to
their customer's. This can tarnished the brand image of the “Taste” to operates firm on long term.
However, in case the firm is required to convert the same into opportunity, the firm must
research the market appropriately to determine the needs, wants and preferences of customers
within the new market and they must provide products which fulfil the customers' perspectives
and requirements appropriately.
Brief analysis: After this Ans-off matrix, findings say that market penetration and
product development is the strategy with help of which “Taste” can realises growth opportunities
and also with help of which business output can be accomplishes in given point of time. For new
product, focus is on doing detailed marketing research by understanding trends of the coffee runs
in this food & beverage industry.
TASK 2
c) Potential sources of funding available to businesses and benefits & drawbacks of each source
Finance is the vital concept which helps to provides monetary benefits and advantages to
the firm to support business operation to assess to raw material, supplies and paying salaries to
labour. The purpose of he funding is to assess to funds or finance in an ease time period. Thus,
its necessary to examine different sources of funding and access to benefits and drawback
(MacLeod, 2013). “Taste” is looking to expand its business operation in two more cities such as
Manchester and Cardiff. During an expansion, “Taste” is required to arranges valuable resources,
deciding coffee outlets, hires skilled labour and fix supplier to provides raw material to makes

tasty coffee. For “Taste”, different potential sources of the funding to this coffee business are as
follows:
Internal and external sources are two major classification of arranging funds which are as
follows:
Internal sources: These sources are exists with the business firm such as retained earning
and capital reserve which can be considered as self money and fund that was saved to overcomes
future problem or pursuing any future ventures. An explanation on different internal sources of
the funding are as follows:
Owner's Investment: One of the most prominent internal source through which the
organisation could acquire its funding is through investment of the owner. The prior capital,
which is invested in the business could be owner's own financial assets in the form of savings
that is invested within the business to give it a go within the market. The future investments
however, could be in the forms of profits or retained earnings.
Retained earning: This is also known as private reserves, in which person saves its own
money to overcomes any futures in lesser point of time (Lewis, 2013). This modes of funding is
safe, in which no legal jurisdiction is involves and also person can withdraws funds and applies
at any time.
Benefits of retained earning is ease access to funds and withdraw or applies it in given
point of time. Also, non illegal claim would be put down on self saving. Major drawback is
chance of theft, as there is no protection for it.
Exclusive funds or property: Exclusive funds are in the form of retained money,
property and owned tangible or intangible structures, who have chances to sell on immediate
basis to gets on easy funds. If “Taste” have any kind of the exclusive funds or property for them,
it would be easy to access funds to bears operational expenses.
Benefits of property as exclusive funds is to obtains easy access to money, as properties
are in demand and buyer are huge in number's. Drawback is increased chances of conflicts, in
case of its withdrawal.
External sources: These sources of the funding comes outside contacts such as bank
loan, angel investor, financial institution etc. The discussion external sources of funding are as
given under:

Bank loan: This is the best way to generates funds, in return of which bank demands
collateral security, in case, amount of loan would not be repaid. Bank gives ultimate guarantee of
loan raising in something around 24 to 48 hours (Levy, 2016). This mode of fund raising is
gaureented by the bank and in case, business goes successful, chances of loan waiver will also
initiates.
Benefit of the bank loan is ultimate support of this financial institution, in case of lack of
funds or money when funds would get over. Drawback is the selling of the collateral security, in
case amount of loan would not settled.
Angel investors: This is the most trending sources of generating funds such as private
investor such as soft-bank, Alibaba group etc., who have large number of the investment holder.
Angel investor are always in urge for investing money and funds to creates its own business
values to increases its own demand (Gerhart, 2018).
Crowdfunding: Another method through which the “Taste” could acquire funds for its
business is through crowdfunding. This method refers to the process where the firm pitch local
public to invest in their business venture. The company could achieve the same through
advertising their business idea on social media platforms like Facebook and Instagram.
Moreover, another way through which the company could acquire funds by crowdfunding is by
providing shares from profits to individuals.
Benefit of the angel investor is no burden on business to timely repay funds raised as well
as additional support with given to the “Taste”, if in case more operational requirement would
happens. Drawback is chances of conflict, if in case amount not repayable to an angel investors.
TASK 3
D) Business plan for growth includes financial information and strategic objectives for scaling
up a business
In context of the “Taste”, business plan will be utilised to makes out the strategic
planning and decision making for launching new product of Cappuccino coffee to its own
customer's. This plan will be makes out complete discussion on business vision & mission,
strategic objectives which will be Smart goals which is specific and measurable in numbers. The
complete analysis of this detailed is as follows:

Vision & mission: The vision of the “Taste” is to become “First choice to “Taste” &
mission is to increases revenues by 2 percent and launching new product to gather new customer
in given point of time (Grover and et. al., 2017). The purpose of the “Taste” is to check out
business growth along with increase its sustainability for long time.
Smart objectives: The aims or objectives of the “Taste” is classified into SMART
objective which is specific, measurable, achievable, relevant and time bound. This was observed
that “Taste” has sets out its smart goal to increases revenues from 10 to 20 percent and this will
be accomplishes by launching new product in the market.
Company Offerings: The firm provides its customers with a variety of offerings, in
which coffee is considered to be its primary offering. Along with this, the firm offers other
complimentary products too such as chocolates, buns and sandwiches which are in high demand
by the customers of the UK.
Situational Analysis: It is highly important that the organisation perform a situational
analysis which provides the firm with an effective insight related to its strengths and weaknesses.
Moreover, it also provides the organisation a chance to effectively analyse the opportunities and
threats available within the market.
To attain this, SWOT analysis is being performed which is discussed below:
STRENGTHS WEAKNESSES
 The biggest strength of the company is
that it effectively provides its customers
with a diverse range of products
according to their taste and preferences.
 Its R&D department is quite strong in
relation to analysing the market and
providing information about the latest
prevailing trends.
 The firm's marketing department is
ineffective enough to market its
products to the target audience in such
a competitive business environment.
 The firm operates on a minimum
balance and does not invest huge in
expanding its business venture.
OPPORTUNITIES THREATS
 With health concerns over the country,
the firm has opportunity to provide its
customers with healthier and sugar as
 The firm faces threat from several of its
competitors like Nescafe and Nestle in
distributing its offerings within the

well as gluten-free offerings.
 Another opportunity is the rising
technology which could allow the
company to enhance its performance
and productivity.
market.
 Another threat which is associated with
the company is related to Brexit and its
unstable political and economic policies
regarding trade and commerce.
Target Market: It refers to the market on which the firm primarily applies its marketing
and business strategy. The target market of “Taste” is inclusive of young individuals from 15-35
year age group, who are habitual of consuming coffee products and prefer new and local outlets
within the city.
Financial information: For this new product development, fund will be arranged by
angel investor which is DAX private limited which would raised funds in three different
quarter's. This investment firm will released fund in three instalment. In this, a complete budget
is comprises of cash flow statement which is as follows:
Budget: The detailed budget for launching of this new product are as given under:
(In pounds)
Particular 2019 2020
Initial investment 3000 6000
Retained earnings 1500 1800
Total funds available 4500 7800
Expenses:
Distribution 200 300
Sales promotion 300 300
Interest on bank loan 200 300
Total expenses 700 900
Total budget (A+B) 5200 8500

Cash flow statement: This is an financial accounting concept, which deals with inflow
and outflow of the cash in an business entity (Galland, 2012). This was realised that, cash flow
statement has three different parts such as cash flow from operating, investing and financial
activities.
TASK 4
e) Exit or succession options for a small business explaining the benefits and drawbacks of each
option
Expansion of a business not everytime gives positive results, but there is the possibility of
the negative outcomes also. This can includes business failures, decline into the market share and

also incurring losses. They are always some techniques & strategies with support of which goals
and business succession can be ascertain (Eddleston and et. al., 2013). Moreover, managers of
the “Taste” has to be think about structuring of a complete plan or procedures with help of which
exit and succession can also be undertaken. In context with “Taste”, different ways of an exit and
succession strategies are as given under:
Winding-up: This is one of the best manner to exit any business which means ending of
an operation. Before going to wind-up, “Taste” is supposed to pat-off its entire liabilities and
pure information will be given to shareholder's to pay off, if in case any additional debt or
liability. This also consists of two types: winding up by the court and with self-consent.
Advantages: This is one of the convenient method to wind up business. It is basically
done with support of legal compliances and strategies. Also, no cost is used to incur to wind-up.
Disadvantages: Chances of rise in conflict is exists and also impact will be causes in
judicial problems and legal issues.
Sell of business in open market: This involves selling of the business into an open
market to other business entity by doing auction and bidding to save excess costs of selling
business (Denton and et. al., 2017). If “Taste” want to exist market, selling business to other
operation would be suitable to at-least protect selling of the assets and liabilities at the wider
manner.
Advantage: The main advantages of selling business is control over right to valuable
asset, if in case wants to preserved or protects.
Disadvantage: The major limitation of selling open business is rise in conflicts and legal
issues with other authorised business operation to overcomes impact of this dealing.
Brief analysis: From above discussion, it is summarised that, succession and exit of the
firm depends on how business formulates its strategies or objectives. Winding up is the best way
for “Taste” to close down business operation along with due to this, chances of conflicts are also
minor. But, still strategic decision making is prominent in this context.

CONCLUSION
From the above report it can be concluded that, it is pretty much required for small
business orgPEST analysis:
An organisation must consider its external environment in order to evaluate several
external pointers which could be an opportunity for an organisation. Following is the external
analysis for “Taste”:
Political Factors: Due to Brexit, the country experiences political instability and the
whole political scenario of the UK is in a very bad shape since is dissociation with European
Union. Moreover, trade channels related to EU are also disrupted, which affects the sale of
products by “Taste”. However, an opportunity which lies within this scenario for the company is
that it could build an effective supply chain outside the UK which allows the firm to remain
flexible despite the political tensions.
Economical Factors: The decrease in the value of Pound has been a setback within the
country and has affected various large organisation. However, the firm must sell its products at a
lower price range along with hiring more talented staff at reasonable wages which would allow
the customers to prefer the company more despite the competition.
Social Factors: There has been an inclination towards consumption of healthy food and
beverages within the people of UK, especially millennials. Thus, the firm must produce organic
food and coffee products that aid to this need of customers.
Technological Factors: With rise in Artificial Intelligence, Virtual Reality and
Automation, the firm has this opportunity to enhance its performance and provide an inside view
to the customers about how their products are made and manufactured, which would ensure trust
within the buyers towards the company. It is highly important for an organisation to focus on the
aspect which primarily focuses on that aspect which provides the organisation with maximum
benefits from their decision. For instance, if “Taste” primarily focuses on cost, then the firm
would only be emphasising in providing its products at a competitive price range, i.e., lower than
all of its potential customers. However, if the firm focuses on differentiation, then it is required
to effectively produce its offerings differently than that of its components. Moreover, this
strategy could be favourable for the organisation in order to attract its loyal customers within the
niche market, as well as attract new and potential customers which might shift their preference
towards this new offerings.This would allow the organisation to expand its customer base as well

as capture a larger market share within the globe. Reason for the same is that with existing
product in place, the firm would only have to operate and work upon its marketing within the
new market and attract only those customers, which could be actually willing to purchase the
offerings of the organisation.This can tarnished the brand image of the “Taste” to operates firm
on long term. However, in case the firm is required to convert the same into opportunity, the firm
must research the market appropriately to determine the needs, wants and preferences of
customers within the new market and they must provide products which fulfil the customers'
perspectives and requirements appropriately.Owner's Investment: One of the most prominent
internal source through which the organisation could acquire its funding is through investment of
the owner. The prior capital, which is invested in the business could be owner's own financial
assets in the form of savings that is invested within the business to give it a go within the market.
The future investments however, could be in the forms of profits or retained
earnings.Crowdfunding: Another method through which the “Taste” could acquire funds for its
business is through crowdfunding. This method refers to the process where the firm pitch local
public to invest in their business venture. The company could achieve the same through
advertising their business idea on social media platforms like Facebook and Instagram.
Moreover, another way through which the company could acquire funds by crowdfunding is by
providing shares from profits to individuals.Company Offerings: The firm provides its
customers with a variety of offerings, in which coffee is considered to be its primary offering.
Along with this, the firm offers other complimentary products too such as chocolates, buns and
sandwiches which are in high demand by the customers of the UK.
Situational Analysis: It is highly important that the organisation perform a situational
analysis which provides the firm with an effective insight related to its strengths and weaknesses.
Moreover, it also provides the organisation a chance to effectively analyse the opportunities and
threats available within the market.
To attain this, SWOT analysis is being performed which is discussed below:
STRENGTHS WEAKNESSES
 The biggest strength of the company is
that it effectively provides its customers
with a diverse range of products
according to their taste and preferences.
 The firm's marketing department is
ineffective enough to market its
products to the target audience in such
a competitive business environment.

 Its R&D department is quite strong in
relation to analysing the market and
providing information about the latest
prevailing trends.
 The firm operates on a minimum
balance and does not invest huge in
expanding its business venture.
OPPORTUNITIES THREATS
 With health concerns over the country,
the firm has opportunity to provide its
customers with healthier and sugar as
well as gluten-free offerings.
 Another opportunity is the rising
technology which could allow the
company to enhance its performance
and productivity.
 The firm faces threat from several of its
competitors like Nescafe and Nestle in
distributing its offerings within the
market.
 Another threat which is associated with
the company is related to Brexit and its
unstable political and economic policies
regarding trade and commerce.
Target Market: It refers to the market on which the firm primarily applies its marketing
and business strategy. The target market of “Taste” is inclusive of young individuals from 15-35
year age group, who are habitual of consuming coffee products and prefer new and local outlets
within the city.anisations to adopt strategies so that they can easily gain competitive advantages.
On the other hand, planning can be helpful for business firms to reach to specific goals and
objectives and through this hard competition can be given to them. With the help of Ans-off
matrix, organisation can easily grab a good position in short period of time in external market.

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