Furniture Business Strategy Analysis

This assignment analyzes a furniture business strategy by applying the Ansoff Matrix to identify potential market opportunities and growth strategies. It further examines the implementation of these strategies using Kurt Lewin's Change Management Model, highlighting the stages involved in driving successful organizational transformation within the furniture industry.

Running head: SMALL BUSINESS ENTERPRISE
SMALL BUSINESS ENTERPRISE
Name
Institutions Name

SMALL BUSINESS ENTERPRISE 2
Contents
INTRODUCTION...........................................................................................................................................3
LO1 Investigation of the performance of J&S Furniture..............................................................................3
1.1 Produce a profile of a J&S Furniture identifying its strengths and weaknesses.................................3
1.2 Carry out an analysis of the business using comparative measures of performance.........................6
LO 2 Ability to propose changes to improve management and business performance...............................9
2.1 Recommend with justification, appropriate actions to overcome the identified weaknesses in the
business...................................................................................................................................................9
2.2 Analyse ways in which existing performance could be maintained and strengthened....................10
2.3 Recommendation with justification, new areas in which the business could be expanded.............11
LO3 Be able to revise business objectives and plans to incorporate proposed changes...........................13
3.1 Produce an assessment of existing business objectives and plans..................................................13
3.2 Revise business plans to incorporate appropriate changes.............................................................14
3.3 Prepare an action plan to implement the changes..........................................................................15
LO4 Be able to examine the impact of change management on the operations of the business..............15
4.1 Report on the impact of the proposed changes on the business and its personnel........................15
4.2 Plan how the changes will be managed in the business..................................................................16
...............................................................................................................................................................17
4.3 Monitor improvements in the performance of the business over a given timescale.......................18
References.............................................................................................................................................20

SMALL BUSINESS ENTERPRISE 3
INTRODUCTION
A manufacturing company which is named as J&S Furniture, it is involved in manufacturing
furniture in its business. The time of initiating the company is in the year of 2006. The
organisation is located at 51 commercial street morley ls27 8ag, UK. Almost 150 employees are
working in this company. They have so many regular customers who demanded office and
kitchen furniture at the most. At this period the company has started to manufacturing items.
This report covers the strength and weaknesses of the cited firm and the business plan is
described. The impact of the business plan on the performance of the organisation has also
covered in this framework.
LO1 Investigation of the performance of J&S Furniture
1.1 Produce a profile of a J&S Furniture identifying its strengths and weaknesses
A manufacturing company which is named as J&S Furniture, it is involved in
manufacturing furniture in its business. The company has been initiated by two brothers. The
brothers who are the names of incepting the company which manufactures furniture, J&S
Furniture, are John and Smith. The time of initiating the company is in the year of 2006. The
organisation is located at 51 commercial street morley ls27 8ag, UK. Almost 150 employees are
working in this company. They have so many regular customers who demanded office and
kitchen furniture at the most. At this period the company has started to manufacturing items. The
raw materials of the company have been brought from some other portion of the world; from
Asian countries, the company brings its raw materials. The raw material of a furniture
manufacturing company would have to be wood, the market of wood is much powerful at Asian
countries that are why the company imports its raw materials which are wood and relevant
products to manufacture furniture. The company of J&S Furniture gets a lot of profit through this
business, in every month the company has gotten a lot of turnover in every month. As the
company, J&S Furniture buys a huge amount of raw materials from Asian countries, and it gets a
satisfied number of discount of importing the woods and related products. The more amount of
the company buys, it gets the similar range of discount the reason of getting a lot amount of
discount has been described so that the investment cost of the company reaches a situation where
the maturity of the company being beneficial. (Michaelson, 2011) The company, J&S Furniture
gets a lot of benefit by buying the products in a huge amount. There are several other conditions
and terms which are needed to be maintained by the company, one of these terms are named as
government legislation. (Dale, Stephanou, & Xanthaki, 2008) There are other variant clauses to

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be defined, the taxation policies of importing raw materials from another continent; to be more
précised from Asian countries. Sometimes it may happen that the company gets a lot of negative
impacts according to such terms and several conditions which have been told previously. The
government always puts variant taxation policies upon importing goods from different countries
so that the company of J&S Furniture has to go through different legislative factors according to
several conditions as well as terms. Other than this the government frequently amendments the
legislations and codes to evaluate the benefits of itself from those all companies which import
their goods from another continent or variant countries. J&S Furniture develops its strategies
towards maintaining their business policies which are termed over the factors of taxation policies
as well as government legislations. (Qu, & Yang, 2012) On the other hand, the management of
J&S Furniture needs to focus on their interior and decoration segment of their showroom or
outlet where the customers are visiting directly. To impress a walking customer, J&S Furniture
needs to display some attractive and smart furniture in the front of the showroom. As a result, the
brand of the organisation needs to support their concern by attracting different kinds of buyers as
well as the customers of their company. The company of J&S Furniture has the specific range of
customers, along with this the company can evaluate variant products so that the profile of the
company can reach up to various types of needs of the customers. (Noe, 2013) By this strategy,
the company can expand its business through all over the world. As soon as the company can
attract more genre of people, the reputation of the company would go to a higher position in the
market, and by the help of this method, J&S Furniture can spread their business in all over of the
market. The market for furniture manufacturing company is already at a higher range of business
so that the development of the company of J&S Furniture would be more variant in their genre of
business and the market of J&S Furniture and their business would be globalised soon.
There are some specific strengths and weaknesses of the company which is mentioned here by
the name of J&S Furniture Company. The company evaluates its different strengths so that the
company can enhance their strengths towards the development of their company. On the other
hand, there are some definite weaknesses also in what the company needs to put an extra
observation so that the company of J&S Furniture can maintain their weaknesses according to
their policies of management in the company.
SWOT Analysis
STRENGTHS
 J&S Furniture Company is one of the
leader's companies in the business
WEAKNESSES
 The company of J&S Furniture faces a
lot of problems according to its

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industry of furniture manufacturing. It
is the cause for what the company needs
to maintain its reputation at the market
of furniture manufacturing. (BARTA,
2016)
 The company runs a huge market share
around the world. This is the reason of
what the company has got a huge range
of profit at the business.
 J&S Furniture Company always offers
their customers a huge range of service
so that the consumers or the customers
get much satisfied and the reputation of
the company reaches a higher range in
the market of the business of furniture
industry. (Yoo, Park, & Choi, 2015)
 There is another point to be mentioned
where the company offers their
customers a lot of huge offers in at
much low cost. Thus that the company
gets more beneficial; by the form of
reputation in the market of
competition level in the market. The
company needs to get some reliable or
truthful suppliers so that J&S Furniture
Company can be more beneficial for
the business in the market.
 The company is needed to choose their
market at much careful observation,
rather it should be mentioned that the
place of a market would have to be
chosen by a pair of expert eyes.
 The company of J&S Furniture is a
small business organisation that is why
it is not able to borrow from the market
though it can get a huge amount of
discount for buying their raw materials
in the business. So that the company
needs to expand the business at this
high competitive market. (Salvador,
2015)
 Once the company gets a lack of
reputation in their business, it may be a
huge issue towards the market of J&S

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manufacturing the furniture.
 J&S Furniture Company has so many
competitors as it is one of the leading
company in the market of furniture
manufacturing as well as it is running
through its maturity stage of business.
The company always puts a lot of offers
than other furniture manufacturing
companies in the market. Other than
this it is also mentioned the offerings of
the company comes at a low cost and it
is also the reason of being beneficial for
the company.
Furniture Company, so that the
company needs to maintain its
reputation forever. The company of
J&S Furniture is one of those leading
companies in the earth according to the
business of furniture manufacturing
companies so that the companies need
to compete it with their strengths and
the rival company would try to damage
the reputation of J&S Furniture
Company. And this way the company
has to prevent the reputation of itself
from damaging the reputation.
OPPORTUNITIES
 J & F furniture can grow their business
in different places with the new range of
products. They can design new structure
using the new technologies.
 Company can have more exposure in
the furniture market as if they will apply
new strategies and plan on their
business.
THREATS
 The business industry have high
competitiveness so new entrants can
overtake the business of J&F furniture.
 New technologies can impact on the
economy of J&F furniture that can
affect the productivity of the
organisation.
1.2 Carry out an analysis of the business using comparative measures of performance
It is known in a huge reputed way that the company performs through a nice way from
the inception of its business. J&S Furniture Company has got many ups and downs throughout

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its birth stage, growth stage as well as maturity stage. Once the company gets to fall down in its
business, the profit margin of the business which had gone towards down. In spite of the
downfall of the company, J&S Furniture has stood again, and today it is one of those leading
companies in the business of furniture manufacturing industries. There are some specific visions
and missions of the company so that it selects its targets according to their previously told
visions and missions. The company needs to put a huge observation on the service of customer
satisfaction. It is much important for a business like the company of J&S Furniture to maintain
its reputation towards the customers who are intended to participate in buying furniture.
(ARPACI, 2014) If the company of J&S Furniture knows how to enhance the reputation in the
market of furniture manufacturing business industry, it is needed to train its employees in much
well manner. The profile of the company is highly reputed so that the customers get attracted
automatically towards the serving of J&S Furniture Company; now it is the time to put an extra
eye on the service towards the customers. To satisfy the customers, the company is needed to
train their staffs well enough so that they can provide a higher range of customer services in the
business of J&S Furniture Company which is hugely dedicated to offering furniture in the market
for manufacturing furniture. There is another factor which is mentioned for the interest rates in
government legislation according to the price of furniture. For the higher range of interest rates
in manufacturing the furniture, the company needs to put the higher range of price as well as the
company is needed to increase the price of the products which are manufactured by the company
of J&S Furniture. (Michaelson, 2011) Along with this, the company needs to go for a supplier
who makes business in a cheap cost, but the raw materials should have to be up to the mark of
standard as well premium quality range. If the company can make the investment cost low, it can
recognise a huge difference in profit at their business. More the investment cost gets lower the

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profit range goes to the upwards at the graph. And when the clause of exchange rate comes, the
J&S Furniture Company is marked to the negative impact upon the market. (Ring, 2014) As the
company has got its suppliers from different countries, it has the issue which is negatively
pointed for not pursuing its suppliers though it is reputed as one of the leading manufacturing
company of furniture around the world. Right now the company is positioned in the market at a
much secured way as it has opened several ways to train their employees. When the employees
are get trained for the job, they are much enhanced for handling their customers. The trained
employees would put their knowledge and talents for the welfare of the company they are
working on. However, the employees of the J&S Furniture Company should have to be trained in
a constructive way that they can handle their customers in a definite way. If the customers are
not satisfied by the service of the company, the reputation of the company will go towards
downfall. But as soon as the employees are serving the customer service in a good manner, the
customers would never be unhappy with the service and the reputation as well the business of the
company would be marked up to upwards. So that the company is needed well-trained
employees who will work dedicatedly for the company and the customer service of the J&S
Furniture Company would be upgraded, and the company would be beneficial.
IKEA is another furniture company that works in the industry with a different approach.
The organisation have maintained their decorum in the market because they have better
employees. The organisation have given effective training to the employees to enhance their
skills which they can use for improving the productivity of the organisation. The IKEA have
better customer services then J&H because have improved their structure that helps to manager
their services properly. Also the legislation of government has been properly followed IKEA so
politically this organisation is quite strong.

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LO 2 Ability to propose changes to improve management and business performance
2.1 Recommend with justification, appropriate actions to overcome the identified weaknesses in
the business
The company of J&S Furniture has to face different issues according to the business of
manufacturing the furniture in the industry of manufacturing furniture. First of all the company
needs to put an eye on the supply of raw materials for the business. J&S Furniture Company
imports the raw materials of manufacturing furniture from Asian countries. The raw materials for
this business are woods which are especially good in the market of Asia. The company has to
face issues in the taxation rates of importing materials from different countries. J&S Furniture
Company has to get some discounts on account of importing materials from the suppliers. The
discount in taxation rates is also needed to enlarge the company as it is a small business industry
in the market. As soon as the company can have the discount on this account, it would be
beneficial for the business of this company. Along with this, the customers need attractive
furniture to decorate their homes and offices or other places they need to be furnished. To attract
variant customers in the business of manufacturing the furniture, the company needs to focus on
the designs of the furniture. As soon as the company can go through different designs in the
furniture, the business would be expanded in the market of the industry of manufacturing
furniture.
The J&S furniture have some weaknesses and the organisation is trying to overcome
from all those weaknesses. The organization do not have truthful suppliers that can supply them
the raw material. To resolve this issue organisation have made contact with other supplier and
maintaining the relationship. Also the supervision on the each business operation is not correct
they are trying to recruit some experts who can keep eye on their every practice and movement.

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The company have not made their distinct reputation in the market because of their poor
management so for that it is trying to manage their production and environment too. (Topalli,
2015)
2.2 Analyse ways in which existing performance could be maintained and strengthened
As J&S Furniture Company is one of those market-leading companies in the industry of
manufacturing the furniture, the company is needed to enhance its strengths along with it has to
cure its weakness. By restricting the weaknesses and enhancing the strengths of the company, it
can emphasise its performances by the mean of the business in its company. J&S Furniture
Company gets a huge market share around the world so that it is coined as one of the most
influential furniture manufacturing company on earth. The company has to provide huge
customer services to satisfy its reputation in the market of the industry. Good services can be
given when the employees of the company are trained in a perfect and well manner. The
employees of the company are needed to get a lot of training programs so that they would be able
to provide proper customer services and the customers would also be satisfied as well as the
growth rate of business of the company would reach upwards. Then there comes the factor
involving the procedures of providing nice offers to the customers along with low price services.
The customers always need something in the range of their expenses. On the other hand, the
company also needs to provide more offers by the competing level of other business companies.
The company always puts a lot of offers than other furniture manufacturing companies in the
market. Other than this it is also mentioned the offerings of the company comes at a low cost and
it is also the reason of being beneficial for the company. These all strategies would help the
company of J&S Furniture to maintain their performances in the business of furniture
manufacturing.

SMALL BUSINESS ENTERPRISE 11
For strengthening the weakness of the J&S furniture I suggests that they should have
proper management of the operations. The product line should be decided after the market
evaluation. The supervision can be effective if some experts would be hired. I personally
suggested that organization should make some marketing strategies to make reputation in the
market. (Zybartaitė, & Dzemyda, 2014)
2.3 Recommendation with justification, new areas in which the business could be expanded
The company always puts a lot of offers than other furniture manufacturing companies in the
market. Other than this it is also mentioned the offerings of the company comes at a low cost and
it is also the reason of being beneficial for the company. J&S Furniture Company is needed to
choose their market in a very differentiating manner so that they can expand their market around
the world.
 J&S Furniture Company needs to expand its business in a much well manner so that the
reputation of the company gets improved or stays in standard position.
 The company should have to put on the management that they can evaluate the needs of
customers and by that can the company can bring the business to new areas.
 There are different places where the business can be run at the specific time the business
of furniture may go towards the prosperity of its own. By the time of specific occasions,
the company would be beneficial for improving the service level as well as it can increase
the price by the mean of premium products.
 As soon as the furniture would get designed in a fine way, the customers would be
attracted to these, and the market of the company would reach up to the premium level of
benefit.

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Ansoff Matrix
Illustration 1: Ansoff Matrix
Source: Arpaci, f. (2014)
There are four strategies to identify that in which area J&H have to expand their business.
Market penetration : It can allow the firm to do the marketing of their existing furniture products
and customers.
Market development: J&S can develop t their market to the pose areas, but it is a small business
organisation to it can not afford such resources for their business expansion.
Product development: It is possible by this organisation as they can make more designs of
products for the customers.

SMALL BUSINESS ENTERPRISE 13
Diversification: This is possible for the organisation but quite risky because J&S have to develop
both the product and market. The furnishing products and marketing strategies both will be
changes by the J&S.
LO3 Be able to revise business objectives and plans to incorporate proposed changes
3.1 Produce an assessment of existing business objectives and plans
The company of J&S Furniture is needed to make an evaluative strategic plan for the
development of their business organisation. The company manufactures furniture so that the
company should follow an improvised business plan for the competitive market. J&S Furniture
Company has gotten a high range of reputation by the help of their customer services and designs
so that the company needs to enhance the strengths it has for the improvement of the company.
J&S Furniture Company should have to put a huge range of observation upon the training
procedure of the employees so that they can provide a lot of friendly environment with their
customers. When the customers of the company get satisfied from the company or to be more
precise from the employees of the company, they are followed by the marketing g trend of the
company. As soon as the company works with these factors, the company gets a better way
towards the success or prosperity in the market industry of the business of furniture
manufacturing. (Zybartaitė, & Dzemyda, 2014)
Business plan: To establish the business properly and run with flexibility. Make sure the
objectives should not be affected by the functions of business in J&S.
Performance: To evaluate performance of organisation through their financial status and balance
sheets. Make changes on the basis of their performance.

SMALL BUSINESS ENTERPRISE 14
Objectives of business changed: To overcome from the weaknesses by using the proper schedule
and identify the drawbacks and overcome from it.
Impact on changes on business plan: The information about the business plan is so essential. The
policies can be formulated if the area which have impact of such changes is known to the
organisation.
3.2 Revise business plans to incorporate appropriate changes
There are so many business strategies to find the betterment of the company, and so that there is
the presence of the implementation of those strategic plans to make those programs or to be
précised the strategic programs or procedures. Untill and unless it is shown that the strategies are
applicable in the practical field of business market. As soon as the plans are notified to be placed
in the marketing strategy, the company gets bigger exposure in front of the customers as well as
a market. To incorporate strategic changes in market J&S Furniture Company should have to put
enormous observation upon the field of training and development. When the company has
evaluated its strategies upon the business plans, the company is needed to revise the plans of its
business towards the prosperity in the market. The company of J&S Furniture would have to
train their employees well enough so that they can provide a nice atmosphere at the time of
communicating with their customers.
The business plan can not be appropriate if some incorporate changes has been done. To
expand the market of J&S, management should make some incorporate changes which can
impact on the environment of the organisation. The training and development program should be
generated according to the stamina and learning power of employees. The strategies should be
made on the basis of the market demand and the competitiveness of the market.

SMALL BUSINESS ENTERPRISE 15
3.3 Prepare an action plan to implement the changes
J&S Furniture Company may organise an action plan to implement the changes. The action plan
would be me more likely which is relevant to the development of training procedure. The
training procedure of the company should have to be very friendly and well-mannered as the
customers can be served in a respective way. As soon as the customers get satisfied the
procedure of getting improvement for the company would be closer. The employees of the
company would be trained in variant ways so that the effectiveness in the practical field would
have to be very mature (Yoo, Park, & Choi, 2015).
Action Plan
Planning stage The existing technologies should be redesigned
according to the various analysis which should
meed the objectives and goals of J&S.
Implementation stage The specification about the required changes
needed for implementing the all changes in
business plan.
Action stage The existing plan should be reviewed by the
customers and organisation. This will help the
management to make changes accordingly.
LO4 Be able to examine the impact of change management on the operations of the business
4.1 Report on the impact of the proposed changes on the business and its personnel
As the changes for the development of the company has been proposed, the implementation of
this proposal would be much different or to be more precise effective. There are so many other
impacts of those strategic appliances which are relevant to the facts of the improvement of the
company. When the customers or the consumers are gotten satisfied by the company or the

SMALL BUSINESS ENTERPRISE 16
employees of the company, they put a lot of observation at the company. J&S Furniture
Company should have to implement the strategies so that the company makes benefit by the
competition of rival business companies. The training procedure of the company towards the
employees should have to in more precise way so that they can make a better communication
with their customers and that is the reason why the company of J&S Furniture can hold their
reputation in this kind of huge competing market.
If the business plan have some changes then it costs more then previous so financial
status will automatically have the major impact. The workload will be increased due to the
business expansion, the employment procedure is quite lengthy for the J&S so the existing
employees will have more workload on it. The morale of organisation will be enhanced, the
environment will need to be more competitive, the quality of the training and developing
program will be improved.
4.2 Plan how the changes will be managed in the business
To make changes in the business, the company needs to have a plan of making changes at the
first attempt. First, the company will organise a program of the selection procedure for recruiting
people for the company. Then the training process will be applied, and this procedure is the most
important portion of the plan. The training procedure of the company should have to be more
precise so that the strategic plans can be applied in the practical field of work. (Lee, Woo, &
Park, 2011)

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Kurt Lewin Change Model
Illustration 2: kurt lewin change Model
Source: Arpaci, f. (2014)
There are 3 components in this model:
Unfreeze: This kind or changes the right working environment is created for the quality work
and production,
Change: The desired objectives should be considered by the management of the J&S so it the
changes could support the organisation to achieve them.
Refreeze: The basic changes can be neglected but the major changes should be detected by the
management for the betterment of J&S.

SMALL BUSINESS ENTERPRISE 18
4.3 Monitor improvements in the performance of the business over a given timescale
After the training period, the company has to apply those strategic plans which are meant by
making a pleasant environment with the customers. As the communication among the consumers
and employees get nice, the company would be beneficial. Under a specific timescale, J&S
Furniture Company should have to monitor the improvement through this procedure. If the range
of satisfaction does not reach the expected level, the company will separate the business plan on
this account, and it will move towards another strategic implementation. Thus the procedure of
business works through.
SMART objectives
Specific To improve the reputation in the market as a
specific name. Making brand image.
Measurable To motivate the employee to put their best
performance for increasing the productivity.
Achievable The objectives of J&S are achievable. They can
improve their structure to expand their business in
market.
Relevant The data should be relevant that can be useful to
achieve the objective.
Time bounded The objective should be reached before the given
deadline.
Strategic plan
Activities to be performed (in
month)
1 2 3 4 5 6 7 8 9 10 11 12
Determination of goals

SMALL BUSINESS ENTERPRISE 19
Evaluation of market conditions
for assessing demands of
consumers
Developing new product
Advertisement and promotional
campaigns
Enhancement in satisfaction level
of buyers
Formulation of business strategy
for expanding business at
international platform.
Change implementation for
achieving desired goals
Control and monitoring of overall
strategy implementation process
Critical evaluation of strategy
implementation process.

SMALL BUSINESS ENTERPRISE 20
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