Strategic Expansion for Sunset Tan: Market Analysis and Action Plan

The Business
Consultancy
Project

EXECUTIVE SUMMARY
In order to strategically expand in the market so that it can increase its customer base which
can help in increasing its profits it is important that market analysis is done which can help it in
selecting the best option for expansion. In this report a detailed action plan for Sunset tan which
is a beauty salon is made through situational analysis, problem identification and analysis of
available options so that best strategy can be selected by it in order to expand in market.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................2
Situational Analysis and Problem Identification.............................................................................2
PESTEL analysis....................................................................................................................2
SWOT analysis.......................................................................................................................4
Porter’s five force analysis.....................................................................................................5
Identification of problem........................................................................................................5
POSSIBILITIES (OPTIONS)..........................................................................................................6
Ansoff Matrix.........................................................................................................................6
SAF model..............................................................................................................................7
DETAILED PLAN OF ACTION....................................................................................................9
Aim and Objective..................................................................................................................9
Risk assessment......................................................................................................................9
Stakeholders Analysis..........................................................................................................10
Action plan...........................................................................................................................12
CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................16
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INTRODUCTION
The main aim and ultimate objective of all organisations is to earn higher level of profits
and expand in larger target market. This can be achieved only through meeting the needs and
expectation of customers and through developing and making better and more effective strategies
(Lycko and Galanakis, 2019). For current project based on business constancy, the selected
organisation is Sunset Tan which is a UK based company situated at Neasden Lane Brent Park,
London, United Kingdom. This organisation basically deals in providing wide range of
professional salon services that includes facilities like Feet care, body treatment, eye care, face
treatment and many other associated salon services.
This project mainly consists of three main parts that is Situational analysis and problem
Identification, possibilities and available options together with specific project and detailed
action plan. For situational analysis use of PESTEL analysis, Porter’s Five force and SWOT
analysis is made. To determine and evaluate possibilities and available options, discussion about
Ansoff model is made. Further, in the last part of project a discussion about aim and objective,
risk assessment, stakeholder’s analysis and resources planning charts is included.
Situational Analysis and Problem Identification
Situational analysis is basically associated with evaluation of internal and external factors
of an organisation together with clear identification and determination about capabilities,
potential customers and other aspects of environment that directly and indirectly creates impact
on business operation and functions of an organisation (Ilie, Nickerson and Planken, 2019). For
proper analysis of prevailing situation in external and internal business environment of Sunset
Tan use of PESTEL and SWOT analysis is made together with Porter’s five force analysis to
identify and determine all possible issues and problem exist in current target market of Sunset
Tan.
PESTEL analysis
Use of this model is made by Sunset Tan to evaluate and analysis the issues and
opportunities that are prevailing in current external or macro environment, a description of which
are provided below:
Political- This factor is mainly associated with the current political and trade policies of a
nation that directly impacts the strategy formulation and business operations (An Example PEST
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