Strategic Focus and Business Performance

This assignment examines the effect of business maturity on strategic focus and overall performance. It delves into concepts like community-based enterprises, disadvantaged business enterprise fraud, and small business advisory program delivery methods. The paper also explores entrepreneurship, innovation, and the globalization of multinational businesses. Lastly, it considers the historical context of absentee ownership in business.

Small Business Enterprise

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Producing a profile of Start-up (PR) and its strengths and weakness...................................1
1.2 Analysis of business using various comparative measures of performance........................2
TASK 2............................................................................................................................................4
2.1Recommendations and appropriate actions required to overcome weakness in business......4
2.2 Ways to maintain and strengthen existing performance.......................................................5
2.3 New area's in which company can expand............................................................................6
TASK 3............................................................................................................................................7
3.1 Give your assessment on existing business objectives and plans ........................................7
3.2 Review business plans and suggest areas where changes can be made................................8
3.3 Prepare an action plan to implement the changes.................................................................9
TASK 4..........................................................................................................................................10
4.2 Management of proposed changes in business...................................................................11
4.3 Measurement of improvements in the business over past two years..................................11
CONCLUSION..............................................................................................................................12
REFERNCES.................................................................................................................................13

INTRODUCTION
The economy of country is run by many variables that assist and support it in growth and
development. Small business enterprises are one of those pillars which aids country in finding its
much needed stability. These companies are the best way for a nation to ensure a higher growth
level. It brings in higher level of liquidity to the economy and adds more people to the system.
The small scale enterprises are also known to uplift standard of living of people who are living in
an area as they generate jobs and income (Storey, 2016). These are some of the treasons which
assist United Kingdom government in investing more for developing right environment for these
companies. These firms are formed under the section 382 and 465 of Companies Act 2006. they
considered small if they have less than 50 people and a turnover of less than 6.5 million pounds.
This report is based on Start-up PR services which is a small scale enterprise engaged in
serving other business houses in field of marketing. This project will state about all aspects
which will boost company ability to serve market (Curran and Storey, 2016). It will also describe
about how government help will be used to measure and attain a higher level of growth rate.
Also, ways in which changes can be bought into organisation will be mentioned.
TASK 1
1.1 Producing a profile of Start-up (PR) and its strengths and weakness
Start up PR is a marketing company which believes that a business can only grow if it is
able to register itself in the mind of consumers. The company is based in Harrogate, North
Yorkshire. The company was established ion 2010 and since last 8 years they have been serving
people as well as business houses in a more creative and innovative way. It is one of the new
ventures which came into existence due to the support and programs run by United Kingdom
government (Spence, 2016). The promoter behind firm were Davidson Ella Rose and Matthew
Thomas. The prime aim of company is to serve small start-up with their public relations services.
It focuses on providing high profile media coverage to these organisation for a very inexpensive
rate. The firm has won various awards in its lifetime due to the services it provided to people. It
has won Startup Awards 2011, The press Business Awards 2011, and Forward Ladies Awards
for inspiring women to grow in professional life.
The company has a gross turnover of approx 1 million pounds and its expects to achieve
the mark of 6.5 in next few years only. There are different types of contracts that it has recently
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received from large organisations. For example, it has been appointed by Scrum-pies of Mayfair,
it has also been appointed to run campaign for Whatsnit. The company is privately owned
organisation and the prime aim of organisation remain same and they are to achieve higher level
of productivity as well as profitability while serving consumers with right value (Smith, 2016).
The tag-line of business is very simple and clear- For small enterprises with a bigger range of
idea's. The organisation has recently registered a boost in sales of approximately 37%. the use of
social media and internet marketing has allowed it in accomplishing all the task as per
requirements. They try to connect with the very use on the ground just to make sure that each
assignment is completed with a higher level of productivity. The managers in company have set
SMART targets for organisation which are as follows:
 Being perceptive and creative to develop better programs.
 Focusing on maintaining innovation as a priority.
 Uniqueness and customer satisfaction is priority.
 Registering growth as to boost ecology and environment around.
There are certain strengths and weakness of organisation which are as follows:
Strengths Weakness
 Diversified range of offerings
 Growing client portfolio
 Market positioning is done right
 Team working is at the focus point.
 Competitors are very strong
 Staff retention is a major issue (due to
work pressure)
 Limited growth rate and market share
due to competition.
 CSR is weak.
1.2 Analysis of business using various comparative measures of performance
Start-up PR is one of the small scale company which is growing at a very fast speed. It
might just cross its own scope and vision in a set period of time. At present, the firm has
approximately 48 people employed on permanent basis while 28 are intern. They are all placed
in various departments and teams which are made up as per the projects that are received by the
company. The managers are tasked with assessing people abilities and performance as he has to
ensure that there are no loopholes left in the achievement of goals and objectives (Veblen, 2017).
There are a very tough competition in the field of PR as many small as well as major companies
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are offering similar type of services. Also, this sector has a higher threat of new entrants as it is
easy to establish a company in this field. There are various methods which are used to measure
performance and quality:
 Quality audit: This is a way managers are able to understand as what quality of services is
being served to consumers and how company aims to improve it (Lasisi, Owens and
Udagedara, 2017). It states about the loopholes which can be corrected for enhancing
quality of services. There are various campaigns which are designed by Start-up PR, and
the managers need to assess the effectiveness of each one of them in real time.
 Employee-customer satisfaction: This is a best way to analyse the effectiveness of
organisation in market. Constant feedback from workers as well as end users allow
managers in understanding needs and gaining better market stability.
 Financial Reports: These are the most effective methods which are employed by each and
every company. The organisation prepare an integrated financial report, each year as to
check if they have registered more growth on year on year basis (Squicciarini, 2017).
They also use it as a tool to understand their position against their competitors. The
financial reports of Start-up PR are mentioned below:
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As mentioned in the image, the company is able to boost organisation abilities in last one
years. While comparing data, it can be stated that fixed assets grew by 1.5 folds for company as
well as the company was able to improve its market positioning (Cole and Sokolyk, 2016). As
the organisation is in a expansion mode, they have reduced cash in hand. Also, they cleared debts
in past one year which has caused reduced pressure on reserves. This company has shown a very
rapid growth rate which is good for its future. It has to maintain it for future events and
development.
TASK 2
2.1Recommendations and appropriate actions required to overcome weakness in business
There are certain issues that exist in each and every company while they also have
strengths which allows them in overcoming those problems and attaining a better profitability
(Dewald, Kosmopoulou and Lamarche, 2017). This is used for boosting efficiency and
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Illustration 1: Start-up PR LTD.
(Source: Companies House Beta, 2017)

effectiveness of business organisations. Start-up PR is actively serving into different sectors with
tools that allows it in sorting out issues that can not be solved without a strategic approach. All
48 employees as well as 28 interns are operating with a aim of attaining a higher level of
objectivity. The main issues that exist in the system of company is stated to be work pressure
that is there on employees. They are already engaged in two or more assignments which
increases chances of duplication and monotonous results (Chell and et. al., 2016). Also, this
work pressure causing organisation in losing employees who are highly productive and focused
on ensuring that their growth rate do not get hindered.
There is another issue that exist in front of organisation and that is the threat of
competitors. There are many companies who are serving in the same field and all are trying to
capture market. Start-up PR is providing its services in the field of public relations, marketing
and communication. In the sector where company is operating new entrants and existing players
all are using innovative strategies to attract consumers and capture market. This is why the
company survival is very tough in present scenario.
The third problem that is in existence with organisation is its limited growth rate and
market share. This issue exist due to higher level of competition that somewhere hamper
organisation efforts to gain more (Klapper, Biga-Diambeidou and Lahti, 2016). The company is
still not offering its services to the educational and health care sector where there is huge scope
of growth. Basically, they need to diversify before they expand.
The fourth and final issue which is identified is related to company ability to fulfil its
corporate social responsibility. This is one of the issue that hampers organisation ability to
serve market in a more effective manner. Basically, due to non accomplishment its image in the
mind of people is impacted and also it loses out a chances to gain a more clear identity in the
mind of people.
2.2 Ways to maintain and strengthen existing performance
There are different ways which cane be used by companies for maintaining and
strengthening the performance of its people. The company has to derive a well analysed and
planned strategy for making sure that a path is set which can be followed for achieving goals and
objectives (Sawang, Parker and Hine, 2016). Top management of organisation has the
responsibility of analysing and assessing the performance and in accordance to the found
variances they need to prepare a strategy. The people need to focus on enhancing performance
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while focusing on their core competencies. Basically, this is a way which allows an company in
ensuring that its productivity is increased while its ability to earn profits remains at par with
requirement. In past few years the concept of marketing has completely changed and it has
allowed organisations to look past influencing consumers. Now they need to understand people
and address their issues to gain their commitment towards company.
These days organisations wants campaigns that allows them in connecting with
consumers at emotional level. This is why public relations has replaced the concept of
advertising. Start-up PR allows its customer organisations in establishing a relationship with
their consumers and ensures that they are able to deliver right information to clients (Heileman,
Pett and Mayer, 2016). Also the usage of social media and internet has spiked in recent years
which has given birth to a new type of marketing. Various companies are connecting with users
via these online portals to influence their behaviour as well as understand their needs and wants.
Basically, digitalisation has changed the entire scenario and has allowed organisations in
boosting their market capabilities to greater extent. There are certain things which has to be done
by company for attaining a better market positioning and they are as follows:
 Team building and working: This is the best way to motivate and train employees who
are working in the company (Ayandibu and Houghton, 2017). Basically, this allows firm
in making sure that people are able to complete difficult task in more efficient and
effective manner.
 Consumer preferences: Organisation has to keep on assessing all the factors which are
more dynamic. This assist them in ensuring that each need and wants of market are
satisfied by the products and services of organisation.
 Quality of goods: This is a prime area which can be maintained by constant improvement
in process and delivery standards.
 Address-al of social issues: More effective CSR campaigns will assist organisation in
boosting its image in the market.
2.3 New area's in which company can expand
Every organisation has to boost their capabilities as to ensure that they are able to survive
and grow. This why companies try to expand their serving area and reach in the market form
making sure that they are able to reach right customer at the right time (Reese, 2016). At the
moment organisation is not fully providing services in whole country and s limited to major
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cities only. Also, it mainly serves IT sector as well assist organisation in corporate
communication. The organisation need to focus on developing its capabilities for capturing
larger consumer base. Though, there will be higher level of pressure on the firm financial
condition, but it is the necessity of time. This will be the very chance which organisation will
have for boosting its market share and profitability.
There are different types of fields which can be explored by organisation for getting
better results. For example, health care, manufacturing, new start-ups, education, etc. they need
public relations services for boosting their capabilities and market influence (Vahlne and
Jonsson, 2017). Start-up PR is a fast growing marketing organisation which will be able to
improve with certain recommendations:
 Expansion into national and international market: There are very few area to which
organisation capabilities are limited. Company need to reach out to rural area's as well as
grab major internal clients as to explore more market and gain higher profitability. They
need to boost their consumer base which is only possible if organisation has major
international clients and more inflow of profits.
 Diversification into new fields: They need to improve their product portfolio for entering
into new markets (Lasisi, Owens and Udagedara, 2017). Basically, this will boost their
presence into other fields and allow them in ensuring that each task is completed in a set
period of time.
Overall company has to make sure that they utilise their current capabilities while
integrating new ones and attain a more effective presence into national as well as international
market.
TASK 3
3.1 Give your assessment on existing business objectives and plans
Start-up PR is a marketing organisation that has set a well structure strategic plan as to
state employee about the path which they have to follow as to attain all their own goals and
objectives (Squicciarini, 2017). They are focused on reducing cost as well as bring more clarity
about organisation targets in the mind of its people. On the other side, the firm goals are
considered to be a standard by the managers which has to be attained by employees. The cited
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organisation is a media and advertising company which needs people who have specialisation in
story telling, brand management, PRS, designing and are digital expert.
As mentioned on the organisation website, they aim to assist other business houses in
being seen, heard and read by all of their target audience. They ensure that every campaign is
developed as per the audience and company requirements (Cole and Sokolyk, 2016). Basically,
this allows them in gaining a better competitive advantage over market forces. There is a very
precise process that will assist in getting all task completed with a higher effectiveness and
efficiency.
 Strategic Approach: The company ensures that every task is completed with a strategic
approach sob that no issues is handles carelessly.
 Focused on digitalisation: This is the current trend and has to be followed for making
sure that right level of productivity is attained.
 Innovating and creating more effective campaigns: This is a core competency that exist in
company (Giaoutzi, Nijkamp and Storey, 2016). Every campaign is developed with a
view of reaching maximum population and connecting with right users. As this allows
both client and cited PR firm in gaining more market visibility.
The company managers need to focus on managing various factors which are stated
below:
 Clients are the people who contact start-up PR services for using their services. They are
the main source of income for the cited marketing company.
 Shareholders: They are the ones who assist company in getting funds as well as other
types of resources as to function and operate to their best capabilities. Also, their advices
are sought for taking right decisions.
 Staff: Employees are core of company, if they are not there then nothing can be done or
achieved (Bell and Bell, 2017). They need to be provided with a supportive environment.
3.2 Review business plans and suggest areas where changes can be made
Business plans are prepared with aim of achieving all long term goals and objectives.
They can lead an organisation to its success and failure. All the plans are made while keeping
potentials factors in mind that can organisational productivity. Start-up PR uses past performance
as a base to formulate future strategy as well as measure current performance. Also, they are
used as a tool to overcome issues in the existing strategies.
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The company managers need to identify opportunities, and formulate their plans and
polices in accordance to the future requirement. There are certain steps which will be followed
by organisation to develop a business plan:
 Setting goals and objectives: There is a requirement of establishing well sought aims and
targets so that people have something to achieve (Garavan and et. al., 2016). All of them
has to be as per company capabilities. Also, the managers need to use SMART concept
while setting aims.
 Developing a plan: The manager are the one who will be developing a plan on the basis
of aims and objectives. They will analyse all variables and find out ways to manage them
and integrate these tools in a plan to improve its ability to serve market.
 Allocation of resources: The organisation has to drive all the resources in a direction
which will allow it in making sure that each activity is properly supported.
 Measurement and follow-up: There are various tools which are used for monitoring the
performance of organisation (McDowell, Harris and Geho, 2016). Also managers will
keep an eye on all aspects that will change.
3.3 Prepare an action plan to implement the changes
The action plan will be prepared by the organisation for making sure that it is ready to
overcome any case of uncertainty. Basically, the managers need to keep on analysing all the
market conditions which will allow them in understanding trends that can hamper organisation
productivity (Peredo and Chrisman, 2017). There are various steps which will be used by
company for overcoming uncertainties in future:
 Setting activities and task to be done
 Listing out all the advantages that will b gained by setting goals
 Setting a current motion for action
 Arranging all task as per the level of priority
 Assigning deadlines to various task
 Reviewing results and follow up
This action plan will assist Start-up PR in setting a time frame according to which each
activity will be undertaken.
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TASK 4
4.1 Impact of proposed changes on business and its personnel
Start-up PR is a fast growing company which has achieved a magnificent results by
giving and helping start-up companies in developing their business. As the ideas of start-up PR
are very much cost effective and preferable by many small industrialists. But still every company
needs to keep changes to be flexible and flow with the current requirement of the market. As
people don't prefer to drink water which is stored for long time but choose to drink moving water
(Schaper, 2016). So changes are important for every industry as technology changes the taste and
preference of a person. But the impact of changes on business can't be ignored, it can impact
either in positive way or in a negative way. But these changes can be managed properly by
formulating proper plans and strategies, for company should always be ready with alternative
plans. So that it can apply another plan if first plans doesn't works, or say there should always be
a plan B.
Changes can be of two types: Controllable and Uncontrollable changes; Controllable
changes are those which can be controlled by management at micro level as it effects internal
environment of a company. On the other hand uncontrollable changes are those which can't be
control at micro level as it affects by external environment and happens at macro level. For
example any policy changes in rules and regulations of law by government is out of control and
manager can only reduce their effect by his smart decisions (Heileman, Pett and Mayer, 2016).
So for any alternative plans Start-up PR requires abundant resources such as: employees, funds,
partners, various suppliers, etc. to implement this plan in effective way. Some of the impacts due
to proposed changes are as follows: Work Burden: As the changes occurs burden of work also get increases on employees
because lots of analyses and evaluation requires for any changes. Financial Issue: Any change requires lot of funds to execute these changes, so if Start-up
PR go for major changes than they can face financial crisis. Organisation structure: Changes can also change organisational structure, so employees
may loose their motivation and this can results in resignation.
 Impact on employee morale: If start-up PR introduces artificial intelligence into its
business to cut its fixed cost by removing employees than the existing employees may
also loose their faith in this company.
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Therefore Start-up PR requires to research and properly analyse the factors to be
changed, critically evaluating this factors can save it from failure.
4.2 Management of proposed changes in business
Any type of change that are taking place in small companies have impact upon its
capabilities. Usually, these organisations try to avoid any changes as they increases cost and
reduces efficiency rate of its process. The proposed alterations and modifications have a higher
level of risk associated and requires resources (Ayandibu and Houghton, 2017). If there is a
failure than company will be losing a lot more than required. Start-up PR is a well known
business enterprise that that has to make sure that all risk factors are properly evaluated and no
hazardous ability is in existence. There are several changes which are proposed to the company
and they have to be made while directing resources on the path of goals achievement.
The company will need to diversify its capabilities into new sectors. This will allow it in
serving more customers and reducing risk of relying on one type of organisations. Also, the
company has to grow its capabilities into rural market where it has very little presence (Reese,
2016). Start-up PR is known to provide very innovative and effective campaign and marketing
support to new organisation. There are various methods and techniques that will be employed by
management for implementing all the changes that are proposed.
4.3 Measurement of improvements in the business over past two years
Start-up PR is a marketing organisation that has achieved a higher growth rate due to its
innovative approach to market and its variables. The company is able to get all the support of
business community because of the very efficient results that it has provided to all the start up.
Also, this organisation knows how to manage change within their system. This is done by
integrating and strengthening the alteration process (Vahlne and Jonsson, 2017). It is very
important for the company to ensure that they are able to provide all the resources to departments
and people which are needed. Start-up PR uses change models to ensure that every proposed
change is properly integrated and adopted. This will basically allow the company in swiftly
changing whole system. Lewin model is used for managing all the change that is needed:
 Unfreeze: This is the very phase where manager unfreezes all the process where changes
will be brought in, basically halting all activities.
 Transition: This is where people are trained and informed about the changes which will
be taking place in the organisation.
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 Freeze: This is the stage where change has been implemented and process are started
once again.
This process allows managers in ensuring that each task is completed in a set manner. It
boost company ability to achieve a higher level of profitability and efficiency.
CONCLUSION
At the end of this report, it can be stated that a small scale enterprise is very important
for economic growth of United Kingdom. They are the ones which act as pillar to the country
when there are issues that can not be fulfilled. These organisations are supported by government
but there are many ways which can be used by companies to maintain and strengthen their
capabilities in market. They need to focus all of their resources in same direction so that better
efficiency level can be attained. Also, the company need to ensure that they are able to innovate
and attain a higher level of productivity. This will boost the efficiency and effectiveness level of
organisation. Various changes are proposed to Start-Up PR which is a small scale marketing
organisation. The ways these changes will be managed are mentioned and stated briefly. This
report will help researcher in understanding how small business enterprises can be managed.
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