RaisinAble Limited's 5-Year Strategic Financial Plan: Growth Strategies and Risk Assessment
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The assignment is about creating a short summary for the provided content which includes several academic papers and studies related to management, business planning, strategic financial planning, and reflection. The main task is to create a reflective journal that includes feelings, evaluation, analysis, conclusion, and action plan. The paper discusses the development of a strategic financial project for RaisinAble Limited, an UK-based FNS company, and provides recommendations for its future operational and financial performance. It also highlights the importance of focusing on market trends, time management, communication, and analytical skills in developing a business plan.
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Running Head: Strategic Financial Project
STRATEGIC FINANCIAL PROJECT
STRATEGIC FINANCIAL PROJECT
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Strategic Financial Project 2
Table of Contents
Section 1..........................................................................................................................................3
Introduction......................................................................................................................................3
a) Identification, exploration and evaluation of the alternative strategies required for developing
the business of RaisinAble...............................................................................................................3
b) Research and findings.................................................................................................................5
Research on “real world” industry...............................................................................................5
Market research............................................................................................................................6
External and internal business environment................................................................................6
c) Shareholder value and five-year business plan..........................................................................10
d) Identification of KPIs (Key performance indicators in relation to RaisinAble Limited...........13
e) Review of the proposed business plan along with identification and assessment of risks
inherent to the plan........................................................................................................................15
Conclusion.....................................................................................................................................17
Reference List:...............................................................................................................................19
Section 2: Reflective Journal.........................................................................................................22
Description.................................................................................................................................22
Feelings......................................................................................................................................22
Evaluation..................................................................................................................................23
Analysis......................................................................................................................................23
Conclusion.................................................................................................................................24
Action plan.................................................................................................................................24
Reference List:...............................................................................................................................25
Table of Contents
Section 1..........................................................................................................................................3
Introduction......................................................................................................................................3
a) Identification, exploration and evaluation of the alternative strategies required for developing
the business of RaisinAble...............................................................................................................3
b) Research and findings.................................................................................................................5
Research on “real world” industry...............................................................................................5
Market research............................................................................................................................6
External and internal business environment................................................................................6
c) Shareholder value and five-year business plan..........................................................................10
d) Identification of KPIs (Key performance indicators in relation to RaisinAble Limited...........13
e) Review of the proposed business plan along with identification and assessment of risks
inherent to the plan........................................................................................................................15
Conclusion.....................................................................................................................................17
Reference List:...............................................................................................................................19
Section 2: Reflective Journal.........................................................................................................22
Description.................................................................................................................................22
Feelings......................................................................................................................................22
Evaluation..................................................................................................................................23
Analysis......................................................................................................................................23
Conclusion.................................................................................................................................24
Action plan.................................................................................................................................24
Reference List:...............................................................................................................................25

Strategic Financial Project 3
Section 1
Introduction
The current study is conducted for focusing on the current business performance of a UK
based FNS (fruits, nuts, and seeds) company named RaisinAble Limited. The company operates
its regular business activities by sourcing, packaging, processing, marketing, and selling dried
fruits, seeds, and edible nuts to the retail market of UK. A five-year business plan is been drafted
for RaisinAble Limited to let it inform about its strategic business future. For the purpose of
preparing business plan for the company, alternative strategies as required to develop the
company are been identified, explored, and evaluated followed by a research on the relevant
market, ‘real world’ industry, along with its external and internal business environment where
RaisinAble Limited currently situated in. A five-year business plan is been set out for enhancing
shareholder value with a justified definition of the concept of shareholders value. A set of
recommendations are also been made alongside the five-year business plan followed by an
identification of the specific KPIs (key performance indicators) for assisting in the process of
measuring the extent upto which shareholder value is required to be enhanced. The entire study
is been ended with a brief review of the proposed business plan followed by an overall
conclusion.
a) Identification, exploration and evaluation of the alternative strategies
required for developing the business of RaisinAble
Business development refers to a set of activities and processes those are concerned with
preparing a business to grab probable growth and developmental opportunities by supporting the
implementation strategies associated with growth opportunities. Business developments
strategies are long-term in nature and through this, business organisations use to create a positive
image about its business operation in the minds of its stakeholders, customers, market and others.
The procedure of developing business is about identifying the interconnected networks those
could create new path or opportunities for business to experience growth (Morecroft, 2015).
Section 1
Introduction
The current study is conducted for focusing on the current business performance of a UK
based FNS (fruits, nuts, and seeds) company named RaisinAble Limited. The company operates
its regular business activities by sourcing, packaging, processing, marketing, and selling dried
fruits, seeds, and edible nuts to the retail market of UK. A five-year business plan is been drafted
for RaisinAble Limited to let it inform about its strategic business future. For the purpose of
preparing business plan for the company, alternative strategies as required to develop the
company are been identified, explored, and evaluated followed by a research on the relevant
market, ‘real world’ industry, along with its external and internal business environment where
RaisinAble Limited currently situated in. A five-year business plan is been set out for enhancing
shareholder value with a justified definition of the concept of shareholders value. A set of
recommendations are also been made alongside the five-year business plan followed by an
identification of the specific KPIs (key performance indicators) for assisting in the process of
measuring the extent upto which shareholder value is required to be enhanced. The entire study
is been ended with a brief review of the proposed business plan followed by an overall
conclusion.
a) Identification, exploration and evaluation of the alternative strategies
required for developing the business of RaisinAble
Business development refers to a set of activities and processes those are concerned with
preparing a business to grab probable growth and developmental opportunities by supporting the
implementation strategies associated with growth opportunities. Business developments
strategies are long-term in nature and through this, business organisations use to create a positive
image about its business operation in the minds of its stakeholders, customers, market and others.
The procedure of developing business is about identifying the interconnected networks those
could create new path or opportunities for business to experience growth (Morecroft, 2015).

Strategic Financial Project 4
The alternative business developmental strategies required to be undertaken by RaisinAble
Limited for ensuring its business development are as follows –
Expansion of distribution channel: RaisinAble uses to sale its products mostly through
supermarkets but for developing business, the company needs to expand its disribiution
channel by opening franchises stores. From these franchises the company will become
able to sell its own branded of healthy snacks, and baking products.
Concentration on increasing the sales volume of own brand: For sustaining business
operation for long-run and with increasing profitability RaisinAble Limited needs to
concentrate on selling its own branded healthy snacks and baking products. With this, the
company will be able to depend on supermarkets to sell out their products (Morden,
2016).
Implementing differentiation in existing product line: The existing product line is
required to be expanded and differentiated by adding more items to it. Some more variety
of nuts and dried fruits are required to be included by RaisinAble to its existing product
range which will be helpful for the company to expand its present customer base.
Conducting marketing and promotional activities: The company needs to invest more
fund in marketing and promotional activities to make the customers of the UK aware of
the products it delivers. RaisinAble needs to conduct personal selling, direct marketing,
and advertisements to promote and enhance its brand image which is highly significant
for staying profitably in the market for long-run (Horkoff et al. 2014).
Concentration on producing fruits and seeds by own: RaisinAble uses to export its
products from the fruits growers around the world which includes USA, Greece, Turkey,
Iran, France, India, Spain, and China. The company, to develop its strategic business in
future is required to harvest some of the most popular selling items by its own which will
be helpful for the company to reduce transportation cost and will increase profitability.
This will also help the company to reduce its dependency on the fruits growers residing
in aboard countries (Wheelen et al. 2017).
Increasing the sales volume of healthy snacks: The company needs to increase its sales
volume associated with healthy snacks and ingredients which it uses to supply hotels,
food manufacturers, and restaurants around the UK.
The alternative business developmental strategies required to be undertaken by RaisinAble
Limited for ensuring its business development are as follows –
Expansion of distribution channel: RaisinAble uses to sale its products mostly through
supermarkets but for developing business, the company needs to expand its disribiution
channel by opening franchises stores. From these franchises the company will become
able to sell its own branded of healthy snacks, and baking products.
Concentration on increasing the sales volume of own brand: For sustaining business
operation for long-run and with increasing profitability RaisinAble Limited needs to
concentrate on selling its own branded healthy snacks and baking products. With this, the
company will be able to depend on supermarkets to sell out their products (Morden,
2016).
Implementing differentiation in existing product line: The existing product line is
required to be expanded and differentiated by adding more items to it. Some more variety
of nuts and dried fruits are required to be included by RaisinAble to its existing product
range which will be helpful for the company to expand its present customer base.
Conducting marketing and promotional activities: The company needs to invest more
fund in marketing and promotional activities to make the customers of the UK aware of
the products it delivers. RaisinAble needs to conduct personal selling, direct marketing,
and advertisements to promote and enhance its brand image which is highly significant
for staying profitably in the market for long-run (Horkoff et al. 2014).
Concentration on producing fruits and seeds by own: RaisinAble uses to export its
products from the fruits growers around the world which includes USA, Greece, Turkey,
Iran, France, India, Spain, and China. The company, to develop its strategic business in
future is required to harvest some of the most popular selling items by its own which will
be helpful for the company to reduce transportation cost and will increase profitability.
This will also help the company to reduce its dependency on the fruits growers residing
in aboard countries (Wheelen et al. 2017).
Increasing the sales volume of healthy snacks: The company needs to increase its sales
volume associated with healthy snacks and ingredients which it uses to supply hotels,
food manufacturers, and restaurants around the UK.
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Strategic Financial Project 5
Providing optimum satisfaction to the clients: RaisinAble Limited must concentrate on
providing optimum products satisfaction to its customers. For this reason, the company is
required to include some healthy and diet snacks in its existing products line and they
must concentrate on resolving queries of customers regarding its products.
Market expansion: RaisinAble is having a good relationship with its bank and the
company is recommended to borrow a lump sum amount from bank to invest it in
expanding business in international market like USA, India, China, France and more.
This expansion will help it to capture customer attention from global arena as well as the
climate of these countries will be helpful for the company to harvest fruits, nuts, and
seeds by its own.
Implementation of online selling mode: In the present business world, online selling
mode become intensively popular and RaisinAble is required to implement online selling
system to reach more number of customers in a one go. This will attract customers those
who are not able to go to supermarkets due to some inconveniences (Alvarez, Taylor &
Rauseo, 2015).
b) Research and findings
Research on “real world” industry
The present snacking culture of United Kingdom is pervasive where it is reported that
96% of UK people use to eat snack between meals and this is the daily habit of 69% of those
people. The habits of taking healthy snacks between meals keep energy levels up and this habit is
placed in a legitimate place in daily diet (Forbes, Kahiya & Balderstone, 2016). In the busy
lifestyle of UK people, they started concentrating on healthy snacking and it becomes a necessity
for them. Fresh fruit, nuts, chocolates, and seeds continuing to share its position as a pole
amongst the UK people’s snack choices. This snacking preference of people reveals the way
healthy snacks started to mingle with most of the people’s daily diet and menus by catering
different needs, occasions, and moods (store.mintel.com, 2018). In reflection of this and despite
the scrutiny of Public Health England on snacks, it is revealed that just 39% of the snackers use
Providing optimum satisfaction to the clients: RaisinAble Limited must concentrate on
providing optimum products satisfaction to its customers. For this reason, the company is
required to include some healthy and diet snacks in its existing products line and they
must concentrate on resolving queries of customers regarding its products.
Market expansion: RaisinAble is having a good relationship with its bank and the
company is recommended to borrow a lump sum amount from bank to invest it in
expanding business in international market like USA, India, China, France and more.
This expansion will help it to capture customer attention from global arena as well as the
climate of these countries will be helpful for the company to harvest fruits, nuts, and
seeds by its own.
Implementation of online selling mode: In the present business world, online selling
mode become intensively popular and RaisinAble is required to implement online selling
system to reach more number of customers in a one go. This will attract customers those
who are not able to go to supermarkets due to some inconveniences (Alvarez, Taylor &
Rauseo, 2015).
b) Research and findings
Research on “real world” industry
The present snacking culture of United Kingdom is pervasive where it is reported that
96% of UK people use to eat snack between meals and this is the daily habit of 69% of those
people. The habits of taking healthy snacks between meals keep energy levels up and this habit is
placed in a legitimate place in daily diet (Forbes, Kahiya & Balderstone, 2016). In the busy
lifestyle of UK people, they started concentrating on healthy snacking and it becomes a necessity
for them. Fresh fruit, nuts, chocolates, and seeds continuing to share its position as a pole
amongst the UK people’s snack choices. This snacking preference of people reveals the way
healthy snacks started to mingle with most of the people’s daily diet and menus by catering
different needs, occasions, and moods (store.mintel.com, 2018). In reflection of this and despite
the scrutiny of Public Health England on snacks, it is revealed that just 39% of the snackers use

Strategic Financial Project 6
to look for healthy snacking options for most or all of the time. Due to the growing preference of
UK people of placing healthy snacks in their daily diet, there is a great opportunity for the
healthy snack selling company to flourish. RaisinAble is operating its snacking business by
processing, and selling healthy snacks such as dried fruits, nuts, and seeds which creates a huge
opportunity for the company to stay in the UK snack market for long-run.
Market research
In the UK market, RaisinAble Limited is a renowned name and at present, it becomes a
market leader with the facilities it uses to provide in terms of processing, packaging, and
distribution centered in the city of Bedfordshire. In the present UK market, the company is best
known for its RaisinAble branded dried fruits whereas 80% of its revenue comes from retail
sales comes from the major UK supermarket chains those who use to sell the products by
labeling those by their own brand. The selling activities of RaisinAble through supermarket is
based on renewable 3 year “call off“ contracts where the company needs to win by a competitive
tender, quality products, reliability in terms of supply and product price. The company has
specialised itself in two different sectors of retail market such as Healthy Snacking, and Home
Baking. Besides this, the company is also operates as bulk FNS (fruits, nuts, and seed) ingredient
suppliers to the UK based catering and food producing markets at a lower profit margins. It
becomes a leader in the UK healthy snacking market due to its act of fulfilling the increasing
demand for branded and healthy snacking products of the UK health sector. The market
concentrated with home baking products is partly driven by television program titled “The Great
British Bake Off” which has emerged the tendency of home baking in the UK people. This home
baking tendency of UK people accelerated the baking products selling activities of RaisinAble.
External and internal business environment
PESTLE Analysis
Political (P)
to look for healthy snacking options for most or all of the time. Due to the growing preference of
UK people of placing healthy snacks in their daily diet, there is a great opportunity for the
healthy snack selling company to flourish. RaisinAble is operating its snacking business by
processing, and selling healthy snacks such as dried fruits, nuts, and seeds which creates a huge
opportunity for the company to stay in the UK snack market for long-run.
Market research
In the UK market, RaisinAble Limited is a renowned name and at present, it becomes a
market leader with the facilities it uses to provide in terms of processing, packaging, and
distribution centered in the city of Bedfordshire. In the present UK market, the company is best
known for its RaisinAble branded dried fruits whereas 80% of its revenue comes from retail
sales comes from the major UK supermarket chains those who use to sell the products by
labeling those by their own brand. The selling activities of RaisinAble through supermarket is
based on renewable 3 year “call off“ contracts where the company needs to win by a competitive
tender, quality products, reliability in terms of supply and product price. The company has
specialised itself in two different sectors of retail market such as Healthy Snacking, and Home
Baking. Besides this, the company is also operates as bulk FNS (fruits, nuts, and seed) ingredient
suppliers to the UK based catering and food producing markets at a lower profit margins. It
becomes a leader in the UK healthy snacking market due to its act of fulfilling the increasing
demand for branded and healthy snacking products of the UK health sector. The market
concentrated with home baking products is partly driven by television program titled “The Great
British Bake Off” which has emerged the tendency of home baking in the UK people. This home
baking tendency of UK people accelerated the baking products selling activities of RaisinAble.
External and internal business environment
PESTLE Analysis
Political (P)

Strategic Financial Project 7
The political stability of UK is the most favourable for any kind of business organisation
currently operating from the country. RaisinAble is capable of gaining required assistance and
support from the UK government in terms of business expansion in domestic and international
market (Ho, 2014). The current rate of corporate tax, stable political situation, government keen
towards ensuring the country’s economic growth, and supports in foreign direct investments
(FDIs) are highly significant for the companies like RaisinAble seeking for strategic business
development for future by minimising business costs and establishing new market for selling
products. The UK government has announced to reduce corporate tax rate from 19% to 17%
from 1st April 2020 which is also a great support from the government to the business
organisations seeking growth and development in future.
Economic (E)
Economic factors like increasing inflation rate, and labour cost use to create negative
influence on a company’s profitability and business operation (Laffy & Walters, 2016). The UK
has a strong and developing economic position in comparison to other developed countries. The
country has diverse economy, free market, high GDP and increasing FDIs. Large population of
the country is also supportive for the large public and private sector companies both. Besides the
positive economic factors of UK there are some issues too such as slow recovery from economic
recession, and huge amount of government spending on providing financial aid, free of cost
public service and more. The positive economic environment of UK is highly supporting and
assisting to the companies like RaisinAble to operate and expand its business successfully
(Molnár & Lendvay, 2016).
Social (S)
The United Kingdom is having the largest consumer market which is a very positive
social factor for any kind of business organisation operating through the country. The
multicultural population of the UK, free National Health Services, population density of 64.1
million, high standard of living are some of the positive social factors for which business
The political stability of UK is the most favourable for any kind of business organisation
currently operating from the country. RaisinAble is capable of gaining required assistance and
support from the UK government in terms of business expansion in domestic and international
market (Ho, 2014). The current rate of corporate tax, stable political situation, government keen
towards ensuring the country’s economic growth, and supports in foreign direct investments
(FDIs) are highly significant for the companies like RaisinAble seeking for strategic business
development for future by minimising business costs and establishing new market for selling
products. The UK government has announced to reduce corporate tax rate from 19% to 17%
from 1st April 2020 which is also a great support from the government to the business
organisations seeking growth and development in future.
Economic (E)
Economic factors like increasing inflation rate, and labour cost use to create negative
influence on a company’s profitability and business operation (Laffy & Walters, 2016). The UK
has a strong and developing economic position in comparison to other developed countries. The
country has diverse economy, free market, high GDP and increasing FDIs. Large population of
the country is also supportive for the large public and private sector companies both. Besides the
positive economic factors of UK there are some issues too such as slow recovery from economic
recession, and huge amount of government spending on providing financial aid, free of cost
public service and more. The positive economic environment of UK is highly supporting and
assisting to the companies like RaisinAble to operate and expand its business successfully
(Molnár & Lendvay, 2016).
Social (S)
The United Kingdom is having the largest consumer market which is a very positive
social factor for any kind of business organisation operating through the country. The
multicultural population of the UK, free National Health Services, population density of 64.1
million, high standard of living are some of the positive social factors for which business
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Strategic Financial Project 8
organisations like RaisinAble could be benefited in short-term as well as in long-term. The
demographic factors of UK customers such as age, education, level of income, culture, and social
background are also playing influencing role in terms of providing benefits to the companies
(Alava & Mu, 2018).
Technological (T)
UK is a highly technologically advanced country around the world where London stands
as a great hub for technological and financial institutions both. Business organizations located in
the country are frequently improving and developing with the support of new technologies by
offering best solutions to the customers. The advancement in technological infrastructure of the
UK offers unlimited opportunities to the entrepreneurs to continue business within the country.
The technological factors of UK include quality innovation skills, science and IT expertise,
effective intellectual property laws are helpful for companies like RaisinAble to ensure its
strategic development in the coming future.
organisations like RaisinAble could be benefited in short-term as well as in long-term. The
demographic factors of UK customers such as age, education, level of income, culture, and social
background are also playing influencing role in terms of providing benefits to the companies
(Alava & Mu, 2018).
Technological (T)
UK is a highly technologically advanced country around the world where London stands
as a great hub for technological and financial institutions both. Business organizations located in
the country are frequently improving and developing with the support of new technologies by
offering best solutions to the customers. The advancement in technological infrastructure of the
UK offers unlimited opportunities to the entrepreneurs to continue business within the country.
The technological factors of UK include quality innovation skills, science and IT expertise,
effective intellectual property laws are helpful for companies like RaisinAble to ensure its
strategic development in the coming future.

Strategic Financial Project 9
Figure 1: Components of PEST Analysis
(Source: Pan, Chen & Zhan, 2018)
Environmental (E)
The concentration of UK government, and local councils in creating environmental
awareness amongst people and in reducing negative influence of the country’s economic
development on its environment is also a supportive factor for the companies located within the
country. The more the environment become agriculture friendly, the great it will be for
RaisinAble to harvest fruits, seeds, and nuts by its own by reducing its dependence on abroad
countries.
Legal (L)
The employment act, minimum wages act, trade law of UK is supportive for the business
organisations operating from this country. The current legal condition of the country is favorable
for the companies like RaisinAble which is required for developing business operation and
experiencing growth in future (Theaker, 2017).
SWOT Analysis
Strengths
Market leadership
Strong brand image
Well maintained annual profit
Branded baking products
Environmental friendly reputation
Organic fruits, nuts, and seeds
Biodegradable packaging
Good current ratio
Sufficiency of cash to meet working
Weaknesses
Dependency on aboard countries like
USA, France, Greece, Turkey, Spain,
China, and India
Lack of infrastructure for harvesting
fruits, nuts, and seeds by its own
Tough market competition from the
companies those use to place tender to
the supermarkets from where 80% of
the retail sales revenue of the company
Figure 1: Components of PEST Analysis
(Source: Pan, Chen & Zhan, 2018)
Environmental (E)
The concentration of UK government, and local councils in creating environmental
awareness amongst people and in reducing negative influence of the country’s economic
development on its environment is also a supportive factor for the companies located within the
country. The more the environment become agriculture friendly, the great it will be for
RaisinAble to harvest fruits, seeds, and nuts by its own by reducing its dependence on abroad
countries.
Legal (L)
The employment act, minimum wages act, trade law of UK is supportive for the business
organisations operating from this country. The current legal condition of the country is favorable
for the companies like RaisinAble which is required for developing business operation and
experiencing growth in future (Theaker, 2017).
SWOT Analysis
Strengths
Market leadership
Strong brand image
Well maintained annual profit
Branded baking products
Environmental friendly reputation
Organic fruits, nuts, and seeds
Biodegradable packaging
Good current ratio
Sufficiency of cash to meet working
Weaknesses
Dependency on aboard countries like
USA, France, Greece, Turkey, Spain,
China, and India
Lack of infrastructure for harvesting
fruits, nuts, and seeds by its own
Tough market competition from the
companies those use to place tender to
the supermarkets from where 80% of
the retail sales revenue of the company

Strategic Financial Project 10
capital requirement
Increase in own branded healthy snacks
and baking products
come
Inability to optimise usage of
production equipments at 100%
Higher operating cost where a large
part is associated with import cost
Opportunities
Technological advancements and
growth of UK
Decline in the currency rate of Turkey
which is the main source of dried
apricots and sultanas
Support of UK government in respect
of foreign direct investments
Reduction in the price of pumpkin
seeds (organic and conventional both)
in international market
Good harvest of pumpkin seeds
Threats
Increase in exchange rate of US$ / £
sterling for which overall cost of sales
will increase
Rise in import price associated with
sunflower seeds
Tough market competition (Fleisher &
Bensoussan, 2015).
c) Shareholder value and five-year business plan
Shareholders value
Shareholder value refers to a business oriented term which implies that a company’s
ultimate measure of success depends on the extent up-to which the company uses to enrich its
shareholders. This particular value is delivered to a company’s shareholders because of the
ability of its management to increase earnings, sales, as well as free cash flow during a certain
period of time (Tantalo & Priem, 2016). This lead the company’s ability to increase the amount
of dividends it uses to pay its shareholders and encourages the amount of capital gains for the
capital requirement
Increase in own branded healthy snacks
and baking products
come
Inability to optimise usage of
production equipments at 100%
Higher operating cost where a large
part is associated with import cost
Opportunities
Technological advancements and
growth of UK
Decline in the currency rate of Turkey
which is the main source of dried
apricots and sultanas
Support of UK government in respect
of foreign direct investments
Reduction in the price of pumpkin
seeds (organic and conventional both)
in international market
Good harvest of pumpkin seeds
Threats
Increase in exchange rate of US$ / £
sterling for which overall cost of sales
will increase
Rise in import price associated with
sunflower seeds
Tough market competition (Fleisher &
Bensoussan, 2015).
c) Shareholder value and five-year business plan
Shareholders value
Shareholder value refers to a business oriented term which implies that a company’s
ultimate measure of success depends on the extent up-to which the company uses to enrich its
shareholders. This particular value is delivered to a company’s shareholders because of the
ability of its management to increase earnings, sales, as well as free cash flow during a certain
period of time (Tantalo & Priem, 2016). This lead the company’s ability to increase the amount
of dividends it uses to pay its shareholders and encourages the amount of capital gains for the
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Strategic Financial Project 11
equity owners it has. Increasing volume of shareholder value uses to increases the amount
associated with stockholders' equity in a company’s balance sheet (Fernandez, 2015).
This value is enjoyed by the shareholders of a company (here, RaisinAble Limited) by
possessing equity shares of that company. For the management of RaisinAble Limited,
increasing the company’s shareholder value is one of its prime important tasks. Customer
satisfaction is also linked with shareholders value which contributes in the company’s sales
growth and profit generation (Singh & Pattanayak, 2014).
Manufacturing or food processing companies like RaisinAble continues to look towards
the ways for achieving greater success in business operation for short-term as well as for long-
term. For increasing shareholder value, companies need to measure its financial growth, annual
profit, market share, return on investment and similar (Epstein, 2018). Followings are some
fundamental ways by undertaking which RaisinAble will become able to increase its
shareholders value –
Increasing the selling price of per unit product to increase revenue from sales
Selling more units to increase sales revenue to create the chances to gain an
increased amount of profit
Reducing per unit cost of each product which will help the seller company (here,
RaisinAble Limited) to increase profit volume
Increasing the utilisation of fixed cost (for RaisinAble, increasing the utilisation
of production equipments) (mnp.ca, 2018)
Five-year business plan
Actual Business Plan
Sales volumes ('000 Kg) 2018 2019 2020 2021 2022 2023
Healthy Snacks -
branded
2,165 2,158 2,150 2,143 2,136 2,129
equity owners it has. Increasing volume of shareholder value uses to increases the amount
associated with stockholders' equity in a company’s balance sheet (Fernandez, 2015).
This value is enjoyed by the shareholders of a company (here, RaisinAble Limited) by
possessing equity shares of that company. For the management of RaisinAble Limited,
increasing the company’s shareholder value is one of its prime important tasks. Customer
satisfaction is also linked with shareholders value which contributes in the company’s sales
growth and profit generation (Singh & Pattanayak, 2014).
Manufacturing or food processing companies like RaisinAble continues to look towards
the ways for achieving greater success in business operation for short-term as well as for long-
term. For increasing shareholder value, companies need to measure its financial growth, annual
profit, market share, return on investment and similar (Epstein, 2018). Followings are some
fundamental ways by undertaking which RaisinAble will become able to increase its
shareholders value –
Increasing the selling price of per unit product to increase revenue from sales
Selling more units to increase sales revenue to create the chances to gain an
increased amount of profit
Reducing per unit cost of each product which will help the seller company (here,
RaisinAble Limited) to increase profit volume
Increasing the utilisation of fixed cost (for RaisinAble, increasing the utilisation
of production equipments) (mnp.ca, 2018)
Five-year business plan
Actual Business Plan
Sales volumes ('000 Kg) 2018 2019 2020 2021 2022 2023
Healthy Snacks -
branded
2,165 2,158 2,150 2,143 2,136 2,129

Strategic Financial Project 12
Healthy Snacks -
supermarket own label
10,405 10,812 11,236 11,654 9,952 9,788
Baking Products -
Branded
4,191 4,093 3,996 3,902 3,810 3,721
Baking Products -
supermarket own label
24,276 24,156 24,037 23,919 23,801 23,684
Ingredients 16,744 16,325 15,916 15,518 15,129 14,751
Income Statement
Total Revenues (£'000) 126658 127144 127706 128268 121214 119715
Direct Costs 108928 114916 112657 112457 103150 102207
Gross Profit 17730 12228 15049 15811 18064 17508
Sales & marketing 1833 1846 1820 1795 1770 1746
Overheads 10797 11099 11260 11454 11611 11820
Operating Profit 5099 -717 1968 2562 4682 3942
Interest and Tax 1302 327 878 1006 1422 1276
Profit after Tax 3798 -1044 1091 1556 3260 2666
Gross Margin (%) 14 10 12 12 15 15
Net operating margin
(%)
4 -1 2 2 4 3
ROCE (%) 7 -1 3 4 7 6
Net Debt / Equity (%) 0 15 18 18 16 18
Net Cash Balance 19986 12992 11690 11885 12625 11606
Table 1: Five-year Business Plan
(Source: Created by the researcher)
Healthy Snacks -
supermarket own label
10,405 10,812 11,236 11,654 9,952 9,788
Baking Products -
Branded
4,191 4,093 3,996 3,902 3,810 3,721
Baking Products -
supermarket own label
24,276 24,156 24,037 23,919 23,801 23,684
Ingredients 16,744 16,325 15,916 15,518 15,129 14,751
Income Statement
Total Revenues (£'000) 126658 127144 127706 128268 121214 119715
Direct Costs 108928 114916 112657 112457 103150 102207
Gross Profit 17730 12228 15049 15811 18064 17508
Sales & marketing 1833 1846 1820 1795 1770 1746
Overheads 10797 11099 11260 11454 11611 11820
Operating Profit 5099 -717 1968 2562 4682 3942
Interest and Tax 1302 327 878 1006 1422 1276
Profit after Tax 3798 -1044 1091 1556 3260 2666
Gross Margin (%) 14 10 12 12 15 15
Net operating margin
(%)
4 -1 2 2 4 3
ROCE (%) 7 -1 3 4 7 6
Net Debt / Equity (%) 0 15 18 18 16 18
Net Cash Balance 19986 12992 11690 11885 12625 11606
Table 1: Five-year Business Plan
(Source: Created by the researcher)

Strategic Financial Project 13
d) Identification of KPIs (Key performance indicators in relation to
RaisinAble Limited
KPIs refer to the key performance indicators used in measuring financial and operational
p[performance of a b business organisation during a period (Parmenter, 2015). These are the
quantifiable measures applied by RaisinAble for evaluating its organisational success, its
employee’s success and more towards meeting its core objectives and goals. The key
performance indicators of RaisinAble Limited are as follows –
Sales growth: This is the most important performance indicator for any company
which is engaged in production and sales. Productive performance of a company
denoted by its sales volume as if a company experience sales growth than it must
have higher productive performance. To some extent, this indicator also dictates a
company’s profitability.
Market expansion: Market expansion is another vital KPI of RaisinAble Limited
as it depends on the company’s goodwill in satisfying its customers located at a
widespread marketplace.
Customer base: The more the customer base increases the great a company’s sales
volume and profitability. This KPI of the current company indicates the number
of customers like to consume its products instead of its competitor company’s
products. (Kenny & Bourne, 2015).
Employee satisfaction: This particular KPI indicates the degree of employee
satisfaction prevailing in RasinAble. The more the employees become satisfied
with their working environment the less the rate of employee turnover or the
higher the degree of employee retention. This indicator represents efficient
operating and management activities of a company. Beside this, this indicator also
indicates quality of products and services of RaisinAble.
Sales volume by different distribution channels: RaisinAble use to sell its
products through different distribution channels such as supermarkets, healthy
food stores, and direct sales by its own. For this reason, the sales volume of
different distribution channel is also acts as an important KPI for the company as
d) Identification of KPIs (Key performance indicators in relation to
RaisinAble Limited
KPIs refer to the key performance indicators used in measuring financial and operational
p[performance of a b business organisation during a period (Parmenter, 2015). These are the
quantifiable measures applied by RaisinAble for evaluating its organisational success, its
employee’s success and more towards meeting its core objectives and goals. The key
performance indicators of RaisinAble Limited are as follows –
Sales growth: This is the most important performance indicator for any company
which is engaged in production and sales. Productive performance of a company
denoted by its sales volume as if a company experience sales growth than it must
have higher productive performance. To some extent, this indicator also dictates a
company’s profitability.
Market expansion: Market expansion is another vital KPI of RaisinAble Limited
as it depends on the company’s goodwill in satisfying its customers located at a
widespread marketplace.
Customer base: The more the customer base increases the great a company’s sales
volume and profitability. This KPI of the current company indicates the number
of customers like to consume its products instead of its competitor company’s
products. (Kenny & Bourne, 2015).
Employee satisfaction: This particular KPI indicates the degree of employee
satisfaction prevailing in RasinAble. The more the employees become satisfied
with their working environment the less the rate of employee turnover or the
higher the degree of employee retention. This indicator represents efficient
operating and management activities of a company. Beside this, this indicator also
indicates quality of products and services of RaisinAble.
Sales volume by different distribution channels: RaisinAble use to sell its
products through different distribution channels such as supermarkets, healthy
food stores, and direct sales by its own. For this reason, the sales volume of
different distribution channel is also acts as an important KPI for the company as
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Strategic Financial Project 14
it assists the company to measure its overall sales growth in a specific period of
time (Bai & Sarkis, 2014).
Profit growth: This is the most commonly used KPI for every company. Increase
profit growth indicates higher performance of a company (here, RaisinAble) and
vice versa. This performance indicator is used by RaisinAble to measure its
financial performance over a particular financial period and assist the company to
set moist suitable business strategies for it. Profit growth of RaisinAble Limited is
backed up by sales growth and revenue growth whereas operating and
administrative costs are the other two important deciding factor of the company’s
profit growth indicator.
Brand image: Brand image of RaisinAble Limited acts as another significant KPI
as it use to help the company to become familiar amongst widespread customers
around the domestic as well as international market. This KPI is also helpful for
measuring and predicting operational and financial future of the company. This
KPI use to attract customers towards companies which is one of the most required
element to boost sales volume (Zhang, 2015).
Goodwill and market reputation: Goodwill stands as an intangible asset of every
company and for RaisinAble too which induces its operational activities and helps
the company to build reputation in the market. For sustainability and continuity,
this KPI is highly significance for companies (Eccles, Ioannou & Serafeim, 2014).
it assists the company to measure its overall sales growth in a specific period of
time (Bai & Sarkis, 2014).
Profit growth: This is the most commonly used KPI for every company. Increase
profit growth indicates higher performance of a company (here, RaisinAble) and
vice versa. This performance indicator is used by RaisinAble to measure its
financial performance over a particular financial period and assist the company to
set moist suitable business strategies for it. Profit growth of RaisinAble Limited is
backed up by sales growth and revenue growth whereas operating and
administrative costs are the other two important deciding factor of the company’s
profit growth indicator.
Brand image: Brand image of RaisinAble Limited acts as another significant KPI
as it use to help the company to become familiar amongst widespread customers
around the domestic as well as international market. This KPI is also helpful for
measuring and predicting operational and financial future of the company. This
KPI use to attract customers towards companies which is one of the most required
element to boost sales volume (Zhang, 2015).
Goodwill and market reputation: Goodwill stands as an intangible asset of every
company and for RaisinAble too which induces its operational activities and helps
the company to build reputation in the market. For sustainability and continuity,
this KPI is highly significance for companies (Eccles, Ioannou & Serafeim, 2014).

Strategic Financial Project 15
Figure 2: Key Performance Indicators of RaisinAble Limited
(Source: Created by the researcher)
e) Review of the proposed business plan along with identification and
assessment of risks inherent to the plan
Review of proposed business plan
From the proposed business plan as framed in the above segment of the current study it is
seen that it is expected that in selling healthy snacks to supermarkets, RaisinAble Limited will
experience sales growth in the coming years and such sales growth is expected to be continued
till 2021. After 2021, along with this particular sales element, other sales elements are also
expected to be dropped due to some uncertainties. Due to the declination in sales volume, total
revenue of RaisinAble is also expected to be decline after the financial year (FY) 2021 whereas
from FY 2019 to FY 2021, the company is expected to experience revenue growth. Though the
Figure 2: Key Performance Indicators of RaisinAble Limited
(Source: Created by the researcher)
e) Review of the proposed business plan along with identification and
assessment of risks inherent to the plan
Review of proposed business plan
From the proposed business plan as framed in the above segment of the current study it is
seen that it is expected that in selling healthy snacks to supermarkets, RaisinAble Limited will
experience sales growth in the coming years and such sales growth is expected to be continued
till 2021. After 2021, along with this particular sales element, other sales elements are also
expected to be dropped due to some uncertainties. Due to the declination in sales volume, total
revenue of RaisinAble is also expected to be decline after the financial year (FY) 2021 whereas
from FY 2019 to FY 2021, the company is expected to experience revenue growth. Though the

Strategic Financial Project 16
company is expected to fetch revenue growth in next three consecutive financial years but it will
face reduction in gross profit margin by 4% in FY 2019 and a further declination of 2% for each
two consecutive years after 2019. The reduction in gross profit margin will resulted from
increase in direct costs, and overheads. The company is recommended to invest fund in
marketing and promotion to open franchises stores, and start selling own branded products by its
own whereas it is now selling most of its products through supermarkets those who sell the
products RaisinAble supplies to them under their own brand. In the process of complying with
this recommendation, the sales and marketing expenses of the company is expected to increase in
FY 2019 which is expected to be reducing from FY 2021. The business plan has indicated that
due to the increased direct cost, and overheads and reduced revenue, the operating profit of
RaisinAble is expected to stands negative which will be received in FY 2019 and so on.
The business plan indicates that the company will have to spend more as direct costs,
sales and marketing, and overheads in coming financial year. For each upcoming financial year
these costs are expected to be increase at a certain percentage. The proposed business plan is
highly optimistic as it considers operational and financial growth of RaisinAble. The proposed
business plan is designed by considering the expected market demand of products by the
supermarkets, health food stores as well as the products individually sold by RaisinAble such as
baking products, and bulk ingredients. ROCE of the company will become negative in 2019
whereas after that it will increase and expected to decline in 2023 by 1% than the previous year
i.e. 2022. Net cash balance of the company is expected to reduce at a lowest point as it is
expected that the company will face reduction in its net profit margin is expected to reduce. The
reduction in net profit margin will result from the reduction in total revenue and increment in
overheads. Demand for the products supplied to supermarkets and sold by the company itself is
expected to be increase in 2019 whereas after that it will reduce. On the other hand, it is also
reviewed from the business plan that the demand of branded healthy snacks by health food stores
will increase in the financial year 2019 and 2020 after that it will also decline at a certain rate up-
to 2023 due to some uncertain market conditions. Despite the reduction and ups and down in
market demand of all the products supplied and retailed by RaisinAble Limited is expected to be
increase from 53900 kilogram to 57010 kilogram. Potential sales of the company after investing
company is expected to fetch revenue growth in next three consecutive financial years but it will
face reduction in gross profit margin by 4% in FY 2019 and a further declination of 2% for each
two consecutive years after 2019. The reduction in gross profit margin will resulted from
increase in direct costs, and overheads. The company is recommended to invest fund in
marketing and promotion to open franchises stores, and start selling own branded products by its
own whereas it is now selling most of its products through supermarkets those who sell the
products RaisinAble supplies to them under their own brand. In the process of complying with
this recommendation, the sales and marketing expenses of the company is expected to increase in
FY 2019 which is expected to be reducing from FY 2021. The business plan has indicated that
due to the increased direct cost, and overheads and reduced revenue, the operating profit of
RaisinAble is expected to stands negative which will be received in FY 2019 and so on.
The business plan indicates that the company will have to spend more as direct costs,
sales and marketing, and overheads in coming financial year. For each upcoming financial year
these costs are expected to be increase at a certain percentage. The proposed business plan is
highly optimistic as it considers operational and financial growth of RaisinAble. The proposed
business plan is designed by considering the expected market demand of products by the
supermarkets, health food stores as well as the products individually sold by RaisinAble such as
baking products, and bulk ingredients. ROCE of the company will become negative in 2019
whereas after that it will increase and expected to decline in 2023 by 1% than the previous year
i.e. 2022. Net cash balance of the company is expected to reduce at a lowest point as it is
expected that the company will face reduction in its net profit margin is expected to reduce. The
reduction in net profit margin will result from the reduction in total revenue and increment in
overheads. Demand for the products supplied to supermarkets and sold by the company itself is
expected to be increase in 2019 whereas after that it will reduce. On the other hand, it is also
reviewed from the business plan that the demand of branded healthy snacks by health food stores
will increase in the financial year 2019 and 2020 after that it will also decline at a certain rate up-
to 2023 due to some uncertain market conditions. Despite the reduction and ups and down in
market demand of all the products supplied and retailed by RaisinAble Limited is expected to be
increase from 53900 kilogram to 57010 kilogram. Potential sales of the company after investing
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Strategic Financial Project 17
in marketing and promotion will increase but it will be less than the potential sales after price
declination (Shelton, 2017).
Identification and assessment of inherent risks
The proposed business plan as stated above is having potentiality of ensuring success and
business development to the RaisinAble Limited if it is implemented properly whereas there are
some inherent risks (Grant, 2016). The inherent risks of the proposed business plan are as
follows –
Tough competition in the international market:
Complicated taxation and trade policies of abroad countries where the company
chooses to expand its business
Hike in the raw material supply such as price hike in fruits, nuts and seeds
RaisinAble uses to export from international market
Failure of marketing and promotional campaigns or not availing the expected
result from those activities due to lack of market research (Wolf & Floyd, 2017)
Increase in operating cost due to huge investment in marketing and promotion
Unexpected breakdown of production equipments
Lack of efficiency in the operation staffs those who are responsible for operating
online selling mode
Increase in direct cost and overhead costs.
Conclusion
At the end of the current study, it is very evident to conclude that the business plan
proposed to RaisinAble Limited ad above is required to be implemented in a best possible way to
extract optimum benefits from it. The proposed business plan will be highly effective for the
company to ensure strategic business development for long-run by enhancing its current financial
and operational activities. The present condition of the UK market considering its political,
in marketing and promotion will increase but it will be less than the potential sales after price
declination (Shelton, 2017).
Identification and assessment of inherent risks
The proposed business plan as stated above is having potentiality of ensuring success and
business development to the RaisinAble Limited if it is implemented properly whereas there are
some inherent risks (Grant, 2016). The inherent risks of the proposed business plan are as
follows –
Tough competition in the international market:
Complicated taxation and trade policies of abroad countries where the company
chooses to expand its business
Hike in the raw material supply such as price hike in fruits, nuts and seeds
RaisinAble uses to export from international market
Failure of marketing and promotional campaigns or not availing the expected
result from those activities due to lack of market research (Wolf & Floyd, 2017)
Increase in operating cost due to huge investment in marketing and promotion
Unexpected breakdown of production equipments
Lack of efficiency in the operation staffs those who are responsible for operating
online selling mode
Increase in direct cost and overhead costs.
Conclusion
At the end of the current study, it is very evident to conclude that the business plan
proposed to RaisinAble Limited ad above is required to be implemented in a best possible way to
extract optimum benefits from it. The proposed business plan will be highly effective for the
company to ensure strategic business development for long-run by enhancing its current financial
and operational activities. The present condition of the UK market considering its political,

Strategic Financial Project 18
economical, social, technological, environmental, and legal scenarios are highly supporting for
every business organisation operating through the country. RaisinAble Limited could be able to
get the required amount of support and assistance from the external business environment to
develop its business. The internal business environment of the company, which is quite strong
and consists of a number of opportunities, will be helpful for the company to experience strategic
development by implementing the proposed business plan.
economical, social, technological, environmental, and legal scenarios are highly supporting for
every business organisation operating through the country. RaisinAble Limited could be able to
get the required amount of support and assistance from the external business environment to
develop its business. The internal business environment of the company, which is quite strong
and consists of a number of opportunities, will be helpful for the company to experience strategic
development by implementing the proposed business plan.

Strategic Financial Project 19
Reference List:
Alava, R.P., & Mu, J.M. (2018). PEST Analysis Based on A Case Study for. Neutrosophic Sets
and Systems, 84.
Alvarez, C. M., Taylor, K. A., & Rauseo, N. A. (2015). Creating thoughtful salespeople:
Experiential learning to improve critical thinking skills in traditional and online sales
education. Marketing Education Review, 25(3), 233-243.
Bai, C., & Sarkis, J. (2014). Determining and applying sustainable supplier key performance
indicators. Supply Chain Management: An International Journal, 19(3), 275-291.
Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on
organizational processes and performance. Management Science, 60(11), 2835-2857.
Epstein, M. J. (2018). Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. Routledge.
Fernandez, P. (2015). EVA and cash value added do not measure shareholder value creation.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective
application of new and classic methods. FT Press.
Forbes, S. L., Kahiya, E., & Balderstone, C. (2016). Analysis of snack food purchasing and
consumption behavior. Journal of food products marketing, 22(1), 65-88.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Ho, J.K.K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European
academic research, 2(5), 6478-6492.
Horkoff, J., Barone, D., Jiang, L., Yu, E., Amyot, D., Borgida, A., & Mylopoulos, J. (2014).
Strategic business modeling: representation and reasoning. Software & Systems
Modeling, 13(3), 1015-1041.
Reference List:
Alava, R.P., & Mu, J.M. (2018). PEST Analysis Based on A Case Study for. Neutrosophic Sets
and Systems, 84.
Alvarez, C. M., Taylor, K. A., & Rauseo, N. A. (2015). Creating thoughtful salespeople:
Experiential learning to improve critical thinking skills in traditional and online sales
education. Marketing Education Review, 25(3), 233-243.
Bai, C., & Sarkis, J. (2014). Determining and applying sustainable supplier key performance
indicators. Supply Chain Management: An International Journal, 19(3), 275-291.
Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on
organizational processes and performance. Management Science, 60(11), 2835-2857.
Epstein, M. J. (2018). Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. Routledge.
Fernandez, P. (2015). EVA and cash value added do not measure shareholder value creation.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective
application of new and classic methods. FT Press.
Forbes, S. L., Kahiya, E., & Balderstone, C. (2016). Analysis of snack food purchasing and
consumption behavior. Journal of food products marketing, 22(1), 65-88.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Ho, J.K.K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European
academic research, 2(5), 6478-6492.
Horkoff, J., Barone, D., Jiang, L., Yu, E., Amyot, D., Borgida, A., & Mylopoulos, J. (2014).
Strategic business modeling: representation and reasoning. Software & Systems
Modeling, 13(3), 1015-1041.
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Strategic Financial Project 20
Kenny, G., & Bourne, M. (2015). Performance measurement. Wiley Encyclopedia of
Management, 1-3.
Laffy, D., & Walters, D. (2016). Managing retail productivity and profitability. Springer.
Mintel Store. (2018). UK Consumer Snacking Market Report. Retrieved on 15th June 20158
from https://store.mintel.com/uk-consumer-snacking-market-report
MNP. (2018). Four Ways to Increase Shareholder Value. Retrieved on 15th June 20158 from
https://www.mnp.ca/en/posts/four-ways-to-increase-shareholder-value
Molnár, M., & Lendvay, E. (2016). Possibilities To Identificate Action Points In Economic
Development Of Local Management. Journal of Management, (1), 28.
Morecroft, J. D. (2015). Strategic modelling and business dynamics: A feedback systems
approach. John Wiley & Sons.
Pan, W., Chen, L., & Zhan, W. (2018). PESTEL Analysis of Construction Productivity
Enhancement Strategies: A Case Study of Three Economies. Journal of Management in
Engineering, 35(1), 05018013.
Parmenter, D. (2015). Key performance indicators: developing, implementing, and using
winning KPIs. John Wiley & Sons.
Shelton, H. (2017). The secrets to writing a successful business plan: A pro shares a step-by-step
guide to creating a plan that gets results. Rockville, MD: Summit Valley Press.
Singh, P. K., & Pattanayak, J. K. (2014). Linking of Customer Satisfaction with Shareholders’
value: A Review. Global Journal of Finance and Management, 6(5), 403-412.
Tantalo, C., & Priem, R. L. (2016). Value creation through stakeholder synergy. Strategic
Management Journal, 37(2), 314-329.
Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-
27). Routledge.
Kenny, G., & Bourne, M. (2015). Performance measurement. Wiley Encyclopedia of
Management, 1-3.
Laffy, D., & Walters, D. (2016). Managing retail productivity and profitability. Springer.
Mintel Store. (2018). UK Consumer Snacking Market Report. Retrieved on 15th June 20158
from https://store.mintel.com/uk-consumer-snacking-market-report
MNP. (2018). Four Ways to Increase Shareholder Value. Retrieved on 15th June 20158 from
https://www.mnp.ca/en/posts/four-ways-to-increase-shareholder-value
Molnár, M., & Lendvay, E. (2016). Possibilities To Identificate Action Points In Economic
Development Of Local Management. Journal of Management, (1), 28.
Morecroft, J. D. (2015). Strategic modelling and business dynamics: A feedback systems
approach. John Wiley & Sons.
Pan, W., Chen, L., & Zhan, W. (2018). PESTEL Analysis of Construction Productivity
Enhancement Strategies: A Case Study of Three Economies. Journal of Management in
Engineering, 35(1), 05018013.
Parmenter, D. (2015). Key performance indicators: developing, implementing, and using
winning KPIs. John Wiley & Sons.
Shelton, H. (2017). The secrets to writing a successful business plan: A pro shares a step-by-step
guide to creating a plan that gets results. Rockville, MD: Summit Valley Press.
Singh, P. K., & Pattanayak, J. K. (2014). Linking of Customer Satisfaction with Shareholders’
value: A Review. Global Journal of Finance and Management, 6(5), 403-412.
Tantalo, C., & Priem, R. L. (2016). Value creation through stakeholder synergy. Strategic
Management Journal, 37(2), 314-329.
Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-
27). Routledge.

Strategic Financial Project 21
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy. Pearson.
Wolf, C. & Floyd, S.W. (2017). Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), 1754-1788.
Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1).
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy. Pearson.
Wolf, C. & Floyd, S.W. (2017). Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), 1754-1788.
Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1).

Strategic Financial Project 22
Section 2: Reflective Journal
Description
For the purpose of the current study, I have developed strategic financial project through
which a business plan is designed and proposed to an UK based FNS (fruits, nuts, and seed)
company named RaisinAble Limited for the coming five financial years. During the round or the
process of preparing the project, I become aware of the operating activities or RaisinAble
limited, its current market position, selling and distribution activities along with product ranges
and distribution channels used by the company. The people involved with me in the process are
my teachers and colleagues. The actual process applied as I embarked upon the current activity is
thorough review and analysis of RaisinAble’s sales report, report on its market demand,
parameters, and more. The aims of the round include forecasting of future operational and
financial performance of RaisinAble and providing it business and financial activities oriented
strategies (my.cumbria.ac.uk, 2018).
Feelings
Before starting the project I felt that for setting a set of effective business strategies a
company must formulate a business plan and this led me to take the initiative of engaging with
the current project. I felt quite nervous while preparing the business plan, and recommendations
for the selected FNS company because if these become wrong then the entire project will
become a failure (Beech, McGill & Brockbank, 2017). Now, I feel very happy after completing
the current project and during the project I have responded positively. My feelings were not
affected my actions those I have taken during the course of the current study. I have identified
that at the very beginning of the project, my nervousness has created reluctances for which I
have lost my motivation to conduct the project (brookes.ac.uk, 2018). After that when I have
started feeling that I have to complete this task and it become a challenge for me and at last I
become able to draft a proper business plan along with some recommendations for RaisinAble
Limited of the UK which could help it to gain profitability and market excellence.
Section 2: Reflective Journal
Description
For the purpose of the current study, I have developed strategic financial project through
which a business plan is designed and proposed to an UK based FNS (fruits, nuts, and seed)
company named RaisinAble Limited for the coming five financial years. During the round or the
process of preparing the project, I become aware of the operating activities or RaisinAble
limited, its current market position, selling and distribution activities along with product ranges
and distribution channels used by the company. The people involved with me in the process are
my teachers and colleagues. The actual process applied as I embarked upon the current activity is
thorough review and analysis of RaisinAble’s sales report, report on its market demand,
parameters, and more. The aims of the round include forecasting of future operational and
financial performance of RaisinAble and providing it business and financial activities oriented
strategies (my.cumbria.ac.uk, 2018).
Feelings
Before starting the project I felt that for setting a set of effective business strategies a
company must formulate a business plan and this led me to take the initiative of engaging with
the current project. I felt quite nervous while preparing the business plan, and recommendations
for the selected FNS company because if these become wrong then the entire project will
become a failure (Beech, McGill & Brockbank, 2017). Now, I feel very happy after completing
the current project and during the project I have responded positively. My feelings were not
affected my actions those I have taken during the course of the current study. I have identified
that at the very beginning of the project, my nervousness has created reluctances for which I
have lost my motivation to conduct the project (brookes.ac.uk, 2018). After that when I have
started feeling that I have to complete this task and it become a challenge for me and at last I
become able to draft a proper business plan along with some recommendations for RaisinAble
Limited of the UK which could help it to gain profitability and market excellence.
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Strategic Financial Project 23
Evaluation
The choices and judgments made by me hereunder on behalf of RaisinAble Limited are
positive and growth seeking. The present market condition and operational performance of the
company has made me to think about the judgments and recommendations I have made here in
the section 1 of this study. I have gained a lot of good experiences during the project which will
be helpful for me to draft another business plan for a different company and recommend that
company regarding its strategic financial and operational plans. The satisfactory end result of the
current project has made me feel good about its success in relations to the chosen company
(Miraglia & Asselin, 2015).
Analysis
During the current study, I have gained experiences regarding the ways of developing an
almost accurate and effective business plan for a manufacturing and selling company like
RaisinAble Limited. From the process of setting up business plan and strategies I become aware
of the process of review and analysis of data and information related to an organsiation’s
operational and financial performance (Cowan, 2014). Besides this, I become also aware of the
importance of focusing on the current market trend and prevailing market practices of other
business organisations. The aspect of time management and communication are the two major
elements which I become aware of during conducting the current project (Al‐karasneh, 2014). I
have tried to restrict the possibilities of occurring flaws in this study by focusing on the main
elements in relation to RaisinAble Limited’s current business activities and its response towards
changing market conditions. In future, the theory of marketing and promotion could be applied
for improving the current project which consists of recommendations and five-year business
plan. One of the most crucial external factors that could affect the current situation of RaisinAble
is the fluctuation of exchange rates of the countries from where it uses to export fruits and nuts
(Wallace & Sheldon, 2015).
Evaluation
The choices and judgments made by me hereunder on behalf of RaisinAble Limited are
positive and growth seeking. The present market condition and operational performance of the
company has made me to think about the judgments and recommendations I have made here in
the section 1 of this study. I have gained a lot of good experiences during the project which will
be helpful for me to draft another business plan for a different company and recommend that
company regarding its strategic financial and operational plans. The satisfactory end result of the
current project has made me feel good about its success in relations to the chosen company
(Miraglia & Asselin, 2015).
Analysis
During the current study, I have gained experiences regarding the ways of developing an
almost accurate and effective business plan for a manufacturing and selling company like
RaisinAble Limited. From the process of setting up business plan and strategies I become aware
of the process of review and analysis of data and information related to an organsiation’s
operational and financial performance (Cowan, 2014). Besides this, I become also aware of the
importance of focusing on the current market trend and prevailing market practices of other
business organisations. The aspect of time management and communication are the two major
elements which I become aware of during conducting the current project (Al‐karasneh, 2014). I
have tried to restrict the possibilities of occurring flaws in this study by focusing on the main
elements in relation to RaisinAble Limited’s current business activities and its response towards
changing market conditions. In future, the theory of marketing and promotion could be applied
for improving the current project which consists of recommendations and five-year business
plan. One of the most crucial external factors that could affect the current situation of RaisinAble
is the fluctuation of exchange rates of the countries from where it uses to export fruits and nuts
(Wallace & Sheldon, 2015).

Strategic Financial Project 24
Conclusion
I have learned a series of elements from the events performed by me for conducting and
completing the current project. I have learned the way to review a company’s current business
activities, financial reports, and data to measure its actual market performance and status. I have
gathered experience about the way of drawing demand curve, making decisions by considering
current business position and predicted future conditions, use and application of financial data
and information in preparing business plan and financial statements (Bassot, 2016). It was my
first attempt to prepare a business plan and formulate recommendations for the betterment of a
company and after completing this study I become aware that some more elements are required
to be focus and considered while preparing a business plan and recommendation for a business
organisation. Next time I will conduct a market research and competitor analysis become
providing strategic recommendations to a company. This change or addition is possible and the
recommendations are required to be improved. Along with this, I need to improve my analytical
skills, communication and market research skills to develop a highly effective business plan
(Farrell, 2015).
Action plan
For the next time I will analyse the company’s all kinds of financial and operational
performance related data and information for at least past three years. Next time, the business
environmental analysis is required to be developed for which I need industry, market and
competitor, and suppliers related data and information those could be found from the internal
sources of the company for which the business plan is required to be drafted. The first step I need
to take for the next time in-depth analysis of company’s internal and external data and
information (Redmond, 2017).
Conclusion
I have learned a series of elements from the events performed by me for conducting and
completing the current project. I have learned the way to review a company’s current business
activities, financial reports, and data to measure its actual market performance and status. I have
gathered experience about the way of drawing demand curve, making decisions by considering
current business position and predicted future conditions, use and application of financial data
and information in preparing business plan and financial statements (Bassot, 2016). It was my
first attempt to prepare a business plan and formulate recommendations for the betterment of a
company and after completing this study I become aware that some more elements are required
to be focus and considered while preparing a business plan and recommendation for a business
organisation. Next time I will conduct a market research and competitor analysis become
providing strategic recommendations to a company. This change or addition is possible and the
recommendations are required to be improved. Along with this, I need to improve my analytical
skills, communication and market research skills to develop a highly effective business plan
(Farrell, 2015).
Action plan
For the next time I will analyse the company’s all kinds of financial and operational
performance related data and information for at least past three years. Next time, the business
environmental analysis is required to be developed for which I need industry, market and
competitor, and suppliers related data and information those could be found from the internal
sources of the company for which the business plan is required to be drafted. The first step I need
to take for the next time in-depth analysis of company’s internal and external data and
information (Redmond, 2017).
1 out of 24
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