Shine Communications Business Analysis

This assignment requires a detailed analysis of Shine Communications, focusing on its characteristics as a small business enterprise. Students need to examine the company's profile, operational strategies, and performance indicators to understand its successes and challenges within the competitive landscape. The analysis should consider relevant industry trends and the impact of socio-cultural factors on the business.

SMALL BUSINESS
ENTERPRISE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Produce a profile of a selected small business identifying its strengths and weaknesses.....1
1.2 Carry out an analysis of the business using comparative measures of performance............2
TASK 2 ...........................................................................................................................................3
2.1 Recommend with justification, appropriate actions to overcome the weaknesses in the
business ......................................................................................................................................3
2.2 Analyse ways in which existing performance could be maintained and strengthened.........3
2.3 Recommend with justification, new areas in which the business could be expanded..........4
TASK 3 ...........................................................................................................................................5
3.1 Produce an assessment of existing business objectives and plans........................................5
3.2 Revise business plans to incorporate appropriate changes...................................................6
3.3 Prepare an action plan to implement the changes ................................................................6
TASK 4 ...........................................................................................................................................7
4.1 Report on the impact of the proposed changes on the business and its personnel................7
4.2 Plan how the changes will be managed in the business........................................................8
4.3 Monitor improvements in the performance of the business over a given timescale.............8
CONCLUSION ...............................................................................................................................8
REFERENCES .............................................................................................................................10

INTRODUCTION
The small business enterprise are the organisation which incurred small capital to start.
These enterprise play a very important role in the growth of economy (Bridge and O'Neill,
2012). These organisation [play a very vital part in every country. So to understand the concept
of small business enterprise is very important. Big company all have the advantages from these
small industry as the provide the raw material and products to these big companies. There is high
growth of small business in UK. As governance of UK is encouraging these business to serve the
economy. The small scale industries have 50 or less than that employees. These small business
gives the employment to the people and also encourage them to use their skills and knowledge.
The company which is taken into the consideration for the particular report is shine
communication (Storey, 2016). The company is engaged in media and communication. The do
the PR activities for the different organisation. They have create the new type of agency. The
agency which serve its customers first. The agency search the talent and make them more better.
This report consist of strength and weakness of small scale enterprises. The comparative
measure used by the small enterprises are mention in this report. The appropriate actions to
identify the weakness in the micro business are discuss in this report. The scope of expanding the
area of market by these micro business are mention in this report. The action plan has been been
made to implement the changes. The control measures by which the business unit can monitor
the changes has been discuss in this report.
TASK 1
1.1 Produce a profile of a selected small business identifying its strengths and weaknesses
Shine communication is the most famous small business enterprise in UK. The company
deals with media and communication. The company work on its four bases core values which are
Smart, fresh, connected and committed. The company engaged in delivering in social media
activities and also arranges many campaigns in different forms. Following are the strength and
weakness of the firm.
Strengths: Market share: Shine communication is having the good market share in UK economy.
This is one of the strength company is having and by this enterprise also can plan to
expand its business in other areas.

 Working partners: The company is having the large dealers. There many big companies
such as BARCARDI, paramount hotels group etc. working with the shine
communication. By this company is having the big advantage. Diversification: Company is engaged in delivering the solution of brand management.
The enterprise is specialised in delivering the high quality design, production of videos
and photos to the clients. The business unit is also engaged in developing the campaigns,
direct marketing and guerilla marketing. The company has the high demand for the
diversification.
Weakness: Revenue concentration: The company revenues are not much satisfying compare to the
other micro enterprises in UK. The reason behind that company is operating in different
field. So company need to make the policies by which they can earn more profits.
 Count of heads: The another weak point of the company is they are having small number
of people working and they working in tight schedule. They have around 60 employees
in their company which do all different tasks.
1.2 Carry out an analysis of the business using comparative measures of performance
The company face many challenges in the market. The enterprise is engaged in public
relation activities (Blackburn, Hart and Wainwright, 2013). The business unit face the challenges
from the other organisation those who are already their in the market. The competitor can enter
into the market very easily as they do not required large amount of investment. And the public
relation is attractive section. So that many small business can think of start the business in this
context. To bring the core competency in the market the firm has to improve its product and
services time to time. Organisation can use the porter five force model to measure its
performance (Gronum, Verreynne and Kastelle, 2012.). This model help the manager to analysis
the competitor and take effective measures.
There are many international and national companies those who are engaged in PR
activities. Because of this braining power of the customer is increasing. The sector is bases on
the knowledge. The customer has the high expectation from the company. This bargaining power
has the moderate impact on the company. The enterprise staff is very creative. They use their
knowledge in effective manner. They make the campaigns very attractive to give the better
services and make their customer happy.

There is competitive rivalry between the companies engaged in same sectors. So it is very
important that company should retain its customer because loosing one customer can give the big
loss to the organisation (Ackermann and Audretsch eds, 2013). The enterprise also adopt the
value chain analysis by which they can measure the performance. The company has to add the
value chain to its products. In each stage the value is to added in the final product. The company
has to look after the product when it is inside the company but also when the final product is
deliver to the customer.
TASK 2
2.1 Recommend with justification, appropriate actions to overcome the weaknesses in the
business
In the above question it is mention that the company is having only 60 employees in their
company and they only handling the different activities in the business. The schedule of the
company is very tight as the employees are facing problems due to non flexibility in the timings.
The workers engaged in many project at once and this create the problem that they cannot focus
on single project (Jones and Rowley, 2011). This increase the burden among the workers and
there is more chance of duplication of work. The industry needs the creative work and this
creative work can be done in the peaceful manner. The company should recruit more employees
to do the work and this leads to smooth operation.
The company needs to attract more and more customers to gain the competitive
advantage. As there are many new entrance in this sector. The enterprise can not take the risk of
loosing any customers. The another weakness of the company is less revenues so enterprise
needs to emphases on the activities which can increase the profits of the business. The business
unit make the campaigns which are high and lower budget. Sometime the lower budget
campaigns gives the more profits.
The company should go for more promotional activities so that large number of customer
can attracted to it. So to bring the success the enterprise needs to appoint more employees and
also generate the activities which can give the more profits to the business unit.
2.2 Analyse ways in which existing performance could be maintained and strengthened
The company has the core values Smart, fresh, connected and committed on which
company runs its operation in smooth manner. By this core values the company can sustain its

growth and performance. In order to maintain the reputation in the market the enterprise should
generate the the new fresh ideas of creating the videos, photography and other material which
used by the clients to promote their product (Curran and Storey eds, 2016). The company
required to do regular research about the market cultural, trends, customer preferences etc. to
know the customer expectations.
To increase the brand value in this type of sector the company needs to improve the
relations with the public. Shine communication having the good team spirit and relations which
can help them to brings the constant performance. The employees of the company are very
hard working this also can help the company to improves the performance. For developing more
skills and knowledge the enterprise should trained its employees on different new concepts.
Shine communication can promote its services in different way. The company has to
maintain the good relation with the company. The size of the business is small so they cannot
take the risk to disappoint any of their clients (Goss, 2015). To improve the performance they
enterprise need the worth people indeed. The structure of the organisation can be change to
improve the performance. The structure should be very flexible as they can face the future
challenges.
The company also brings the changes in the communication flow in the enterprise. There
should be smooth flow of information and every team should have the knowledge about the other
team what they are doing. This can reduce the duplication and also the management should make
clear to the employees to whom they have report and to whom they are accountable for. This can
reduce the confusion, increase the productivity of the employees and gives the clear vision.
2.3 Recommend with justification, new areas in which the business could be expanded
Shine communication is already engaged in the PR activities and company wants to
expand its business in other field also. The way they are operating their current business is
leading the market. They can expand the business in the market research. Market research create
the link between customers. Consumer and public. So company can do the market research for
the different clients.
In marketing research the company needs to identify the opportunities, problems, culture,
consumer demand and preferences for the particular enterprise. This can help the to get the
information and this can help the enterprise to take the action, Understanding the market nature
and monitor the market performance. Shine communication already specialised to understand the

consumer behaviour and they have the deep knowledge of the market as they conduct many
campaigns so company can do well in market research area. The shine communication have the
passion for the marketing research.
By doing the market research the company able to find out client enterprise position in
the market and the area they need to improve (Añón Higón and Driffield, 2011). This procedure
can help the shine communication to identify the impact of products and services of different
enterprises on the market. The company can measure the out comes and help their client to
achieve the targets and objective of their organisation.
TASK 3
3.1 Produce an assessment of existing business objectives and plans
Objectives refer to the aims what company wants to achieve and company decide where
they want to reach in the future. This objectives are achieved by the company in particular point
of time. The plan of shine communication is to build the stronger relation with customers and
deliver the standard services to its clients. The enterprise is planning to provide the customized
services to its clients which create the brand value and also satisfy the customers. For this
company is developing the promotion methods and they are planning to use mails and other
social networking site to attract its customer. This can help to increase the awareness of the
company services among the clients (Fassin, Van Rossem and Buelens, 2011).
The company upload the new videos, news and photos for the customers those who are
interested. The enterprise can achieve the goals by improving the performance of the employees .
The company doesn't have the large funds and required time to incurred the training program.
So to solve this problem the enterprise bring the new method to trained its workers they allow
their employees to use the social networking sites such as LinkedIn and twitter to share their
skills and knowledge.
Business plan: The performance of the employees are reviewed in twice a year and match the
performance with company's SMART objectives. The company try to understand the expectation
of the employees at different level. These SMART objectives are set very year. Its plan includes
the employees strength and goals. And these goals help the company to mix next year targets.

3.2 Revise business plans to incorporate appropriate changes
Business plan help the company to know where the business stands and what are the
future opportunities that enterprise has. This business plan can help the organisation to make
time to time changes (Cowling, Liu and Ledger, 2012). So that business performance can be
improved. As shine communication is planning to diversified its business in the area of
marketing research they need to make the new business plan. The organisation adopt the
following steps to make the business plan. Develop the methodology: The company need to develop the methods by which they can
conduct the research. The enterprise should analyse what information they are needed
and the outcomes of the collected information. The proper method has been adopt by
which enterprise can collect accurate data. Recruit the human resources: The company needs to appoint the employees who are
highly effective while doing the research work.
 Develop the new business in market: As the company is specialised in PR activities they
can target its exiting customers and promote its new services. Company can use the
advertising and social media network to promote its services and reach the customers.
This can help to expand the business in new and old area.
These are steps which company need to follow and business plan need to make into
proper manner because this incurred cost and time. If the wrong business plan has been
implemented the business never goes on success and resulted in the shut down.
3.3 Prepare an action plan to implement the changes
Action plan help to achieve the future goals and that is why it should be implemented in
proper manner (Islam and et. al., 2011). Business plan clarify the organisation which task need to
be done first. That task are assign according to the priorities. The action plan first step is to
listing the goals that enterprise needs to achieve. After that the schedule of each task to fix and
arrange the resources which are to be needed.
For the shine communication doing the new business of market research. First enterprise
need to develop the plan after that the organisation collect the data from the market and social
networking sites. Enterprise need to find the best methodology related the data is collected.
Business unit assign the time frame for the different activities which took place. Based on the
different activities the firm has to appoint the employees to complete that task. The business unit

employee the candidate who have the high knowledge and skills and can work for full time for
the assignment given. Following are the steps by which company can prepare the action plan. Drafting the plan for new venture: The company needs to prepare the draft which gives
the frame work of the new business plans. In this company decide the mission, vision of
the company, make its objectives, target market by the enterprise and others. Methods to collect the information: The company take one method by which they can
collect the accurate and measurable information about the market, costumers, culture,
competitor. Resource planning: The required resources has been arrange by the company to execute
the plan. Cost and time estimates: The company should estimate the cost and time incurred on the
different task and assignment. Recruitment of new staff: To complete the task the enterprise have to recruit the
employees.
 Marketing the new business: The enterprise promote its new business to generate the
awareness among the clients.
TASK 4
4.1 Report on the impact of the proposed changes on the business and its personnel
There are many changes which took place in the organisation. It can impact on the
business by one or another way (Thornton, Ribeiro-Soriano and Urbano, 2011). The changes
affect the business performance as well as the environment of the business. It can have the
negative as well as positive impact. There are some of changes which take place. Finance: The finance structure as been changes as the new venture is taking place. It can
have the positive impact if the work done in systematic manner. Workloads: The company has the tight schedule of its employees. The company required
to recruit the new team for the new venture. The candidate are choose according the
required skills needed (Forsman and Temel, 2011). The new employees gets the training
to do the work.
 Organisation structure: As the team team is appoint the company has to make changes
in the structure of the company.

4.2 Plan how the changes will be managed in the business
The changes which are made has to be properly mange as there is a risk involved. To
monitoring and controlling is necessary to create the better work place. The changes which are
made by the shine communication has the impact on the organisation and employees. The
company diversified in the field of marketing researcher which gives the new scope of success.
The company can earn more profits by expanding its market and serve the national as well as
local customers. The company has to make the policies by which they can perform well compare
to its competitors. If the company getting the good response this can improves the confidence of
employees and they perform more better (Southern, 2011).
The enterprise should always accept the change. They should be flexible enough to
accept the new task without hesitation. The company try to make tea spirit among the employees
by effective leadership.
4.3 Monitor improvements in the performance of the business over a given timescale
The changes which company makes they need to control and monitor them. So the
enterprise has the track on the activities (Carraher and Paridon, 2015). Any plan which is
implemented the comparison should be made to match the standard and actual performance. If
there is any deviation which take place the organisation needs to correct it for the further smother
process. The records of deviation should be prepare. If the changes needed to update in that case
company need to design the new action plan. The enterprise also note done the learning of the
employees and what are extra changes they need to make (Lambert and Davidson, 2013). This
can help to identify the problem and these huddles can be solved by the company to achieve its
goals.
CONCLUSION
The small business units have the great impact on the economy. They help to grow the
economy. With the period of time the business grow and as they grow it face many changes
externally and internally. Shine communication which is small business enterprise engaged in the
PR and communication field from many years. The company wants to expand its business and
they are expanding in marketing research. The company has the good scope of diversifying as
they are having good team spirit and strong public network. The company prepare the business
plan and action plan for the further success. The company need to recruit skilled employees to

execute the business plan in effective manner. The firm also monitor the the actions which they
take to identify the deviations and also correct them for the better business future.

REFERENCES
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Online
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Definition of Small-Scale Enterprise. 2017. [Online]. Available
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[Accessed on 23th May 2017].