Small Business Expansion Strategies

This assignment focuses on strategic growth for small businesses. It requires an analysis of Bon Café's current situation using tools like SWOT analysis and the Four Functional Areas model. Key strategies from the provided articles should be incorporated to propose viable expansion plans, considering aspects such as value co-creation (E. & Erdélyi), market selection (Papadopoulos & Martín), business models (Teece), innovation orientations (Zortea-Johnston et al.), and management practices (Stokes et al.). The assignment also encourages exploring internationalization trends ('Born global' concept by Taylor & Jack).

Small Business
Enterprise

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Development of profile of Small scale entity........................................................................1
1.2 Analysis of firm using comparative measures of performance.............................................3
TASK 2............................................................................................................................................5
2.1 Analysis of actions to overcome the weaknesses..................................................................5
2.2 Ways to maintain present performance and strengthened.....................................................6
2.3 Recommendation for expansion of business in new areas....................................................8
TASK 3............................................................................................................................................9
3.1 Analysis of objectives and plans of existing business...........................................................9
3.2 Revision of Business plan for application of appropriate changes......................................10
3.3 Preparation of plan to adopt the amendments......................................................................11
TASK 4..........................................................................................................................................12
4.1 Effect of changes on business and personnel......................................................................12
4.2 Management of amendments in business............................................................................13
4.3 Analysis of improvement in performance of business entity..............................................14
REFERENCES..............................................................................................................................16

LIST OF TABLES
Table 1: Company profile................................................................................................................1
Table 2: Comparative analysis.........................................................................................................3
Table 3: Sales of Five years.............................................................................................................4
Table 4: Profitability index..............................................................................................................4
Table 5: Profitability index..............................................................................................................5

Illustration Index
Illustration 1: Comparison of sales .................................................................................................4
Illustration 2: Profitability index......................................................................................................6

INTRODUCTION
Among the countries, there are various business firms operating at small scale that provide
great contribution towards GDP of nations. They are considered as Small Business
Enterprises(SBE) which are established by some entrepreneurs or single proprietor to achieve the
profits and establish their image in market (Small Business Enterprises, 2017). In this report,
analysis of various aspects of Cafe LANTANA are analysed as business consultant. Profile of
firm is developed to determine the vision and mission which are developed by firm to regulate
their business. It also determined that government of UK plays a significant role and provides
financial assistance to make them grow within the country. At last, firm’s business plan is
evaluated to understand of opportunities and rise performance of firm in market.
TASK 1
1.1 Development of profile of Small scale entity.
Small business enterprises are considered as those business firms which are regulating
their business at small scale or in their home country. It is also recognised that every business
organization have to develop their own business vision, mission and objectives in order to
achieve the desired profitability at lowest possible prices. In this context, Cafe LANTANA is a
small business enterprise that aims at providing appropriate and high-quality services to
customers. Profile of Cafe LANTANA is developed which is as follows:
Table 1: Company profile
Name Cafe LANTANA
Sector Service sector
Address 55 City Rd, 1 Oliver’s Yard, London, England
Scale Small business enterprise
Number of employees 80
For further analysis, companies vision mission and objectives is determined below:
Mission
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Focus of this small business enterprise is to make ensure that they must provide high
quality services to consumers and develop a strong brand identity. Further, they also have a
specific mission to capture the current market share in comparison of other rivals. They also have
led more significance on achievement of profitability by satisfying their customers.
Vision
Firm operates its business with a specific vision to be successful leader in gourmet coffee
and food service industry and has their commitment towards quality, excellence, integrity,
passion and delivering services.
Strengths
Some strengths are analysed to understand the support it provides to firm in achievement of its
desired objectives. Strong brand identity: It is analysed that the Cafe LANTANA has a positive image
among its customers as they are providing high quality services to its customer and
satisfying the demand of attractive ambience. Providing new and attractive products: The cited organization has achieved a
continuous growth in hospitality as they always implement changes in their products
to attract the customers and maintain their current position in market (SWOT
Analysis, 2017). Affordable prices of products: Firm has adopted affordable pricing policies as per the
value of their products and quality through which they are more preferred by the
customers.
 Wide range of products: Analysis has determined that Cafe LANTANA serves a
wide variety of products to its customers. It has developed a strong image among the
customers.
Weaknesses
Apart from strengths, there are also some weaknesses in cited organization which could be
resolved in order to expand business. High employee turnover: Rate of employee turnover in the cafe is high as they are not
paying an adequate consideration to employees.
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 Weak marketing policies: Research has determined that the marketing strategies of firm
are not much effective as compared to its rival firms. Less healthy products: Some products which are served by cafe to its customers are not
fit on quality backgrounds such as fast foods etc.
 Rise in Cost: Due to increase in material cost they are also increasing the prices of
products which are not suitable and have reduced the sales of firm.
1.2 Analysis of firm using comparative measures of performance.
Performance measures of firms has defined that it has focused towards achievement of
maximum profit and providing quality products to customers(Gorgievski, Ascalon and Stephan,
2011). Further, there are some other competitors of firm like Cafe portrait, Bon cafe that provide
similar products and services. In this context, Bon cafe is considered as one of the strong
competitor of cafe portrait which has also ado7pted various measures to attracting the customers
of firm (Bon cafe, 2017). Comparative analysis of both the cafe is determined below in the year
2016:
Table 2: Comparative analysis
Financial year
2016
LANTANA cafe Bon cafe
Rate of turnover 8% 6.%
Rate of
Absenteeism
10% 9%
Job offers 18% 20%
Job satisfaction 70% 50%
Profitability : £621,000 : £456,000
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In this analysis, there four different area are considered which has determined that the
performance of cafe LANTANA is more effective as they have achieved more profitability. It is
also analysed from the table that the employee turnover has increased as compared to Bon cafe.
Although to give more understanding the sales achieved in five years is determined below:
Table 3: Sales of Five years
Year LANTANA cafe (£) Bon cafe (£)
2016 363 321
2015 331 303
2014 321 271
2013 315 241
2012 269 223
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In this comparison, it has been determined that both the firms have achieved continuous growth
in their sales of products and services. However, in all the years it has been determined that firm
has achieved more sales as compared to the LANTANA cafe. This clearly defines that firm the
performance level of firm is satisfactory and high as compared to other rivals. They are able to
develop their strong brand equity among the customers which is their prime target.
For further analysis profitability of firm is determined which they have achieved in last five
years.
Profitability of Cafe LANTANA
Table 4: Profitability index
Year Profit after tax. (£) Profit before tax (£)
2016 621 496
5
04/07/1905 05/07/1905 06/07/1905 07/07/1905 08/07/1905
0
50
100
150
200
250
300
350
400
LANTANA cafe (£)
Bon cafe (£)
Illustration 1: Comparison of sales

2015 567 453
2014 530 424
2013 456 311
2012 395 290
Five year's profitability of Bon cafe
Table 5: Profitability index
Year Profit before tax (000) Profit after tax (000)
2016 570 456
2015 550 440
2014 505 404
2013 389 364
2012 363 316
6
04/07/1905 06/07/1905 08/07/1905
0
100
200
300
400
500
600
700
LANTANA cafe (£)
Bon cafe (£)
Illustration 2: Profitability index

From the comparative analysis, it can be said that the firm has obtained profits at increasing rate
and they have an opportunity to expand their business operations.
TASK 2
2.1 Analysis of actions to overcome the weaknesses.
For continuous achievement of growth and development of positive image among the
target customer is essential and the business entity has to adopt various measures or actions to
remove the weaknesses (Goss, 2015). There are some actions identified which are mentioned
below:
1.) Increase pay scale: Most appropriate of resolving the problem of employee’s turnover is
to increase their consideration and providing extra benefits to enhance their motivation
towards the work (Storey, 2016). Further, to maintain quality or taste in products it is
essential for firm to retain the qualified employees at job. In this context, the turnover
workforce in Cafe LANTANA is high and to overcome this weakness they have to fulfil
their demand and increase their pay scale.
2.) Non-monetary benefits: These are also considered as very important to retain
employees in the organization (Bridge and O'Neill, 2012). Managers of cafe should
provide recognition and appreciations to key performers and other employees and
develop a positive relationship with them. It helps in reducing the problem and cost of
hiring new employees in firm.
3.) Focus on health constraints: Continuous changes in life style of individuals has
changed their preference towards consumption of healthy products (McKelvie and
Wiklund, 2010). With reference to this, it is considered as significant for cited business
entity to concentrate on providing healthy products rather than junk food. Through
application of new and innovative ideas, they can produce some healthy products for
customers. This will provide a great support to entity to attract new customers.
4.) Appropriate pricing policy: For the resolving the weakness of rise in prices, firms have
to apply effective plans to maintain adequate prices for their products as compared to
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other rivals (Ngugi, Johnsen and Erdélyi, 2010). In this, to overcome the problem of
pricing they have to select a strategy of pricing to attain maximum profit.
5.) Effective marketing plan: It is also considered as an effective method to achieve the set
standards of sales and profit margin (Morris and et.al., 2010). Appropriate strategies must
be adopted by cafe LANTANA to motivate the target customers. Analysis has identified
that firm has targeted young generations and working-class people to increase their sale.
Moreover, firm has to develop an marketing plan to promote their business between their
target people.
2.2 Ways to maintain present performance and strengthen it
From the comparative analysis, it is observed that firm has achieved a continuous growth
in UK and expanded rapidly expanding their business within country (Berends and et.al., 2014).
In this context, various ways are analysed that firm should follow to maintain existing
performance and develop plans to increase their standards. These are some ways through firm
can maintain and rise its performance such as:
 Innovations: It is considered as most effective dimension for every firm to achieve
success in their business and developing strong market position in industry. It also
considered as application new ideas and techniques to make increase the reliability of
existing products (Zortea-Johnston, Darroch and Matear, 2012). In order to hold the
current performance, the firm has to apply some innovations in their products like coffee,
refreshments, dishes etc. Creative ideas of employees should be taken by Cafe
LANTANA to apply changes in their products as they understand the preference of
customers. Implementation of changes will attract customers towards the firm and
influence them to purchase the products.
 Competitor analysis: It is considered as most significant factor that every business taken
in to consideration to meet the set standards of performance in market (Burns, 2010). In
this context, it is essential for the Cited organization to analyze various strategies of rival
firms. Bon and cafe portrait are the two main rivals which are considered by firm as a
threat towards their business operations. It is essential for firm to analyze their policies to
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attract customers and making effective plans so that they will not provide impact on sale
of firm. Also, implement the strategies to influence their customers towards the cafe.
 Utilize channels of marketing: Rapid growth in technology has provided various
channels of communications for firms to increase marketing of their products and
services (Bridge and O'Neill, 2012). In order to strengthen the existing performance of
business in industry, firm will use effective methods to make provide in formations about
their products to customers. They can prefer the channels like e commerce websites,
advertisements, social media, display advertisements, posters and templates etc. This will
definitely help the firm to maintain existing position and enhance their sales revenue and
profitability.
 Ambiance: It is also considered as significant for firm to development appropriate
atmosphere through applications of new designs and decorations to attract the customers
(Herbane, 2010). Many people have their perception and give more focus on structure
and environment of the place. Through this, firm will achieve more customers and
increase the performance of business operations.
 Establishment of new outlets: It is also a method to strengthen the profitability and
existing performance in market (Ngugi, Johnsen and Erdélyi, 2010). In this scenario,
Cafe LANTANA has adequate profitability to establish new restaurants in different
regions of UK. Further, it will strengthen the performance in industry and also increases
the attention of customers towards the brand. Therefore, these are ways through that
business should follow to achieve its mission and strengthen the performance over time.
2.3 Recommendation for expansion of business in new areas.
For continuous growth and development, enterprise has to expand its business operations in other
different areas. There some are few ways that will described opportunities for cafe LANTANA
to expand its business:
 Global market: It is considered as most significant opportunity for small business firms
to raise their business operations and practices. It has been recognized that expansion in
global requires wide research to analyse the factors which can impact the business
(Taylor and Jack, 2013). With reference to this, cafe LANTANA can expand its business
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in global and international market by conducting market research to analyse factors
which affects the business. Like customers, competitors, Government regulations,
suppliers etc. They will also analyse the resources which are required to establish
business in different countries. In this case conditions are favourable and they have an
opportunity expand their business in other countries.
 New market entry: It is also known diversification in which firms will adopt strategy of
developing new products and services to enter other market (Barber, Metcalfe and
Porteous, 2016). In this case, Cafe LANTANA is coffee brand which is known its finest
taste of gourmet coffee among the customers. To achieve the goals the firm has decided
to expand its business operations. Thus, it is an opportunity for firm to enter in to other
market like fast food chain, restaurant etc. They also establish their business in European
countries like France, Italy Germany where there is a continuous rise in demand of
coffee. With the application of new business strategy firm should develop new products
and build a new brand image among the customers. This will increase the performance
and enhance the profitability of business.
 Geographical expansion: Research has determined that for small enterprise, it is suitable
to raise their business in different geographical areas of home country (Gialuisi and
Coetzer, 2013). It will be effective for firms as they have top as they have to invest less
financial resources and also face less problem s as compared to expansion in other
countries. In this scenario, it is also considered as suitable for the cafe LANTANA to
establish new business outlets in geographical areas of UK like Wales and Northern
Ireland etc.
 Acquisition: From the analysis, it is recognized that the firm should expand its business
by acquiring other small entities or either merge with them. This is also a suitable method
as they will quire the business and have to make low investments as compared to other
business firm.
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TASK 3
3.1 Analysis of objectives and plans of existing business.
For the taking the assessment of all areas and aspects that has to be modified, it is
important to analyse the specific objectives of for existing business so that the manager will be
able to identify the path that has to be followed to achieve them (Cowling, Liu and Ledger,
2012). In this context, there are objectives and strategies that cafe LANTANA should follow
such as:
Business objective 1: To promote sales expansion
The most important objective that firm considers is to achieve rapid increase in sale of
products and services (Stokes, Wilson and Wilson, 2010). As per this case, Cafe portrait has
adopted various measures like providing quality products, innovation, high range of products for
other customers etc. However, quality of products gets hampered due to rise in prices of material
and changes in conditions. To resolve this issue firm has to develop an effective plan in which
they reduce the cost of materials by changing the suppliers. This strategy will be more effective
for firm to achieve a continuous rise in sale as the price of products will be affordable for
customers.
Business objective 2: To increase employee retention:
It is considered as significant objective to hold the qualified employees within
organization (Govaerts and et.al., 2011). In present scenario, for small entities employees are
considered as most important as they will provide creative ideas and develop a strong business
image among the customers. In this respect, all the problems that are faced by workers must be
identified and appropriate measures like monetary and non- monetary benefits, hearing
problems, concerning the rights, appropriate working hours etc. It will reduce the cost of hiring
new employees and providing them training at workplace.
Business objective 3: To attain more investments:
International market, there is requirement of huge financial to expand business operations across
the countries. In this scenario, as a small business enterprise in UK management of cafe
LANTANA have focus towards to achieve sufficient among of funds from various sources. Like
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financial institutions, investors etc. From research, it is identified that government is also focused
towards providing growth to small firms and provided a financial support of £11.4 billion every
year. So, it is effective plan of firm to achieve the funds and increase its business operations.
Business objective 4: To retain the existing customers
One of main objective of business firms is to retain the existing customers of business. It
was described earlier that demand of customers changes constantly with changes in time.
Therefore, Cafe has a main objective to retain its customers by developing a positive relationship
and offering products as per the taste and preference at appropriate prices.
3.2 Revision of Business plan for application of appropriate changes.
There are some changes that are identified and must be adopted in business to make more
effective for managers to achieve the stated objectives.
 Training: In previous it was described that cafe LANTANA will retain its employees by
adopting various measures. But they have not provided any focus towards increasing the
quality performance in its employees. In this scenario, it is also identified that firm will
provide training to its employees on various aspects like ways of delivering services and
developing products which increases their efficiency and motivates them towards the
work. Moreover, this will be beneficial for firm and the objective will be accomplished.
 Growth in sales: For the increasing sales, plan which was described earlier will effective
but it is also significant for firm to analyse the polices of competitors (6 Tips for
Expanding Your Business, 2017). In order to expand its business firm has to adopt
competitive prices and should give more focus development of brand image among the
customers. They will also adopt various methods of sales promotion like discount,
rewards for customers, extra benefits etc.
 Changes in market segments: This is the most important change that organization has
to make in their business plan which includes targeting customers on the basis of their
buying power (Teece, 2010). It has been recognized that customers purchase the products
which satisfy their demand and suitable for them as per their purchasing power.
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Therefore, the Cafe LANTANA has to target those segments of market which can afford
their prices and target the business class people for attaining maximum profit.
 Innovation: After changing the market segments, there is also need to make changes in
products line which includes analyzing wide variety of products that are available in
other countries (Eiriz, Faria and Barbosa, 2013). Firm will implement the change provide
new commodity to customers. This is considered as an innovative step and help in
influencing and retaining the old customers.
3.3 Preparation of plan to adopt the amendments
Action plan is considered as process through which managers should implement the
changes which are made after evaluation of present business plan. In this scenario, an action plan
for the Cafe LANTANA has been developed to implement the changes which are described
which are described above: Training need analysis: Through performance appraisal of employees, managers will
analyse the need of training among the employees. They will take the interview of
employees and observe their performance at work. It will consider as significant for
resolving the problem of employees’ turnover and involves their participation towards
development of new business products and enterprise. Further, it will provide motivation
to employees at workplace and increase their performance at work. Through this cafe
LANTANA will be able to achieve support of employees towards expansion of business. Evaluation of market demands: in order to change the market segments, the business
entity will analyse the market demands. With continuous changes in economy, income
level of consumers has increased and they are more focused towards consumption of
brand products (Papadopoulos and Martín, 2011). Therefore, the cafe will target change
the market segments target those people who have strong buying power and also business
class people.
 Sales promotion: To achieve continuous growth in sales of products firm has developed a
plan in which they will develop special for customers. They will also provide discount to
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customers on purchase of high rate of products. Apart from this, firm will promote its
sales by giving advertisements.
 Analysis of customer’s needs: In order to implement the innovation Cafe LANTANA
will analyse the needs of customers and understanding the suitable for customers. They
will some new products as a sample from they will recognize the demand and reliability
of new products. On the basis performance of decision must be taken to provide it to
customers. They will also provide training to employees about the development of
products as per the preference of customers.
TASK 4
4.1 Effect of changes on business and personnel.
In order to implement the changes, the authority of cafe will analyse the impact of changes on
business and its personnel. It is also identified that these changes will provide both positive as
well some negative effect on cited business firm but overall it will lead to provide help to firm to
enhance its business operations (Monk and Wagner, 2012). Changes in location of business will
provide a positive impact they will be able to attract more customers and increase their sales.
At initial stage, it will affect the profitability but with rise in demand of products they
will achieve the set standards of profitability. With the implementation of penetration pricing
policy, prices of their products will be low but they will attract more customers which will
increase their margin and they will maximize the profits. Employees retention and training will
consume time, effort and money but overall it will be beneficial in long run and reduces the cost
of hiring new employees. Use of new technology and methods of sales promotion will provide an
great supports towards development of brand reputation among the customers.
Implementation of new and innovative techniques will enable the firm to achieve the
desired sales and expand its business among the customer. It will be considered as beneficial for
the firm to adopt some ideas and creativity in development of existing products and make them
more effective towards achievement of desired quality products at reasonable prices. Therefore,
overall it can be said that changes made in business plan will positively affect and helps in
expanding the business of firms.
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4.2 Management of amendments in business
There some are some departments which are responsible to manage the changes that are
made by management of business firm to expand its business (Beheshti and Beheshti, 2010).
Managers will make separate departments in each outlet to manage the operation such as:
 Production department: For the development of new products or making innovation,
production department will have the responsibility to analyse the demands. They will
determine that the products which are identified must be suitable and describe the
resources which are required to develop the products. This will be beneficial for
managers to understand the product reliability and analyzing the changes which are
required in products.
 Human resource department: In this scenario, the managers of this department are
accountable for retaining employees in cafe. For retaining employees in the organisation
they will analyse the need of training and also analyse the profitability. In order to
provide them motivation they will develop various activities (Four Functional areas of a
Business organization, 2017). They will ensure that employees will be given all facilities
and appropriate leave policy must be maintained to develop a positive relationship.
Moreover, authorities will ensure that appropriate environment at workplace must be
maintained and resolve the conflicts.
 Finance department: This department will be give the responsibility of keeping the
records and determine the sales and profits which are earned by the business in previous
financial years. They will also determine the cash inflows and outflows to describe the
expenses which are done by the business firm to attracts its customers and increase the
marketing of their business. They also determine the appropriate budget which available
for other departments to accomplish the business and also define the impact of
implementation of changes in profitability. Further, it has been recognized that these are
departments will manage the changes and provide support top cafe LANTANA in
enhancing the business operations.
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4.3 Analysis of improvement in performance of business entity.
From the market research, it has been analysed that enterprise has achieved a continuous
growth in previous years (López Salazar, Contreras Soto and Espinosa Mosqueda, 2011). There
are main five areas where the enterprise has to provide more focus which are described earlier.
Implementation of changes will improve the performance of employees as they achieve the
support employees towards increasing their business operations and attracting the customers
towards the products. It is also determined that the plan which are developed by cafe will create
influence on the investors and government to give financial support to business.
The sales promotion techniques which are used by the managers will increase the sale of
products and attracts more customers towards the brands. It is also considered for the firm to
provide training to the employees as their productivity will increase and develops a motivation
towards increase the brand identity. Application of new channels of communication will provide
a great support and enhances the attention of customers across countries towards the brand.
Overall it can be said that overall performance of cafe will increase with changes in time.
CONCLUSION
From the above report, it is summarized that it is growth of small business enterprises
plays significant role in growth of economy of country. It is also analysed that it is very difficult
to establish a new business and maintain its operations. Analysis of strengths and weaknesses of
firm will provide an understanding about various solution which the organization has to adapt to
expand their business. Comparative analysis of firm provides a complete understanding that the
cafe LANTANA has achieved a continuous profitability and wants to expand their business.
Analysis of various firm’s operations has determined that it is essential for firms apply
appropriate business plan within the firm to achieve the objectives and accomplish the mission.
At last, it is understood that implementation of plan of changes in plan will provide a positive
impact and increase the performance of enterprise overtime.
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