Airdri Ltd: Planning for Growth, Funding, and Business Expansion

This report provides a comprehensive analysis of Airdri Ltd, a British SME specializing in hand dryers. It explores key considerations for growth, including Porter's generic model, PESTLE analysis, and Ansoff's Matrix, to identify opportunities and mitigate risks. The report assesses various funding methods available to organizations and guides when to use each type. It also includes the development of a business plan for expansion and a critical evaluation of business exit and succession strategies. The report offers recommendations for effective implementation, covering aspects from strategic planning to financial management and market analysis. Finally, it provides a detailed understanding of the business's external environment and internal capabilities to support sustainable growth and profitability.

Planning for Growth

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Critically analyse the key considerations SMEs should consider when evaluating growth
opportunities and possible risks associated with your suggested options for growth and ways
by which the risk could be mitigated......................................................................................1
TASK 2............................................................................................................................................6
Assess various methods through which organisation access funding and when to use different
types of funding......................................................................................................................6
TASK 3............................................................................................................................................8
Develop a coherent and in-depth business plans that demonstrates the knowledge that how
business can be expanded to next level through which goals can be accomplished..............8
TASK 4..........................................................................................................................................11
A critical evaluation of the various ways through which business can exit or succession their
business. Also provide appropriate course of action that with justified recommendation to
support implementation........................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Planning for growth can be explained as the concept which is used by business entity for
the purpose of analysing and finding the effective ways through which organisation can
accomplish their goals and target by meeting out the requirements of customers. Planning is
essential for any sort of business because it is the only way through which organisation can allow
themselves to give tough competition to rivalry firm. Organisation working for the future growth
will certainly allow the entity to utilise each of the resources in effective manner which is quite
important in current scenario. The selected entity for the project is Airdri Ltd which is one of the
British SME located in Technology House, Eynsham, Witney, OX29 4AQ, United Kingdom.
Company was founded in the year 1974 by business partner Peter Philipps and Peter Allen.
Currently, company is manufacturing hand dryer which includes different types technology in it.
In addition, company has also worked in the area of elevator door system which has been helping
them to accomplish their goals and target (Bagno and et. al., 2017).
In order to complete this project, there are different topics which will be covered within
the file such as key consideration which any of SMEs should be able consider whenever they
search for any of the growth opportunity. Fund is essential for entity so focus will be given that
what are the different ways which are available for company to raise fund. Along with this
business plan will be prepared which is helpful for organisation in expansion of business to new
platform. In addition, some of the popular ways will be discussed which can be helpful for
organisation at the time of taking exit from the market.
TASK 1
Critically analyse the key considerations SMEs should consider when evaluating growth
opportunities and possible risks associated with your suggested options for growth and
ways by which the risk could be mitigated.
Business Growth is the process which is essential for business entity for the purpose of
expansion of business. The main purpose of expanding the business is just to ensure that
organisation gets the opportunity to take growth in the market and allow themselves to enhance
overall profitability ratio. It is essential for any of the organisation to analyse about different
types of factor because it is the only way through which they can conduct growth activity in a
successful manner (Bianchi and et. al., 2010). It is said that there are different types of
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opportunity to available for the organisation and the perfect way to accomplish the goals is just
to ensure the way that how any of the strategy needs to be prepared. In context of Airdri Ltd.,
they are among one of the organisation which is looking for the expansion of a business and in
this particular situation they must be able to determine that what are those factor which can allow
them to identify about external environment. As management is trying to identify about the
external environment, it is necessary that they should be able to analyse about different types of
strategies which has been discussed below:
Porter’s generic model
It is explained as the strategies which is used by business organisation where they tries to
identify that how they can work according to the strategies so that competitive advantage can be
obtained from the market. In context of Airdri Ltd, they are among the organisation which can be
benefited from this particular strategy because they will be able to determine the way that how
they can expand their business to new platform with the help of effective strategy (Caniëls and
van den Bosch, 2011). Basically, there are four different types of strategies which can be found
within porter generic model and that has been discussed below:
Cost leadership: It is the business strategy which is focused by most of the business
organisation because it certainly allows them to attract a greater number of customers towards
the organisation. It is because company here focuses on distributing the products at low price in
order to lead current market. This type of strategies can be helpful because it allows the business
organisation to improve their overall sales and revenue which matters the most in current
scenario. Entity like Airdri Ltd, use of this strategy by the management of a company will allow
them to take competitive advantage in the market which will certainly enhance their sale of hand
dryer. In other words, this strategy will increase the performance of Airdri through which they
can easily ensure that higher number of customers can connect with organisation.
Differentiation: The business strategy which is used by any of the organisation for the
purpose of enhancing their sales through delivering high quality of product within the market.
For the purpose of giving tough competition to rivalry firm, organisation tries that how they can
enhance the quality of product so that customers can be attracted towards the organisation. In
context of Airdri, they are among those organisations which focuses that how they can deliver
high quality in the product so that they can built effective relation with their customers
(Christensen, Raynor and McDonald, 2015). Improving the quality of product will not just
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increase the brand value of Airdri but it will certainly allow the organisation to connect with
higher number of people through which overall sales of the company can be enhanced.
Cost focus: This is the strategy which is used by most of the business organisation where
they focus that how they can reduce overall cost of the product to cover niche market. This type
of strategy can be helpful for the business organisation like Airdri because it will certainly allow
them to cover those small market where they have been not performing or selling their products.
In simply words this are those strategy which can be formed by Airdri through which they can
cover wider market which is the key area for attaining the goals.
Differentiation focus: There are number of organisations which is willing to take
competitive advantage in the market and for that they try that how they can sell their product at a
low price. In context of Airdri Ltd., they can use this strategy for taking control within the
market by selling product at low price (Eidt, Pant, and Hickey, 2020). The low price is not only
the focus for Airdri Ltd in it as they are also needed to overview that how they can maintain the
quality of a product which they are going to sell within the market.
Recommendation: After analysing all of the necessary information above, it is can be
said that organisation like Airdri Ltd should be able to use differentiation strategy. This strategy
will certainly allow them to give higher competition to rivalry firm through which chances of
obtaining the goals will increase significantly. Also, company will be able to deliver high quality
of product in the market.
PESTLE analysis
It is the business tool which is used by business entity in order to analyse about all of the
external factor which can have their impact on business entity. With the help of PESTLE
analysis, organisation can easily allow themselves to tackle with negative situation by making
effective decision. Below, PESTLE analysis on Airdri Ltd has been prepared:
Political factor is among the factor which relates with policies and action taken by
government which may have its own impact upon organisation. Some of the area which can be
affected because of political factor are tax policies, changes in law which forces the organisation
to change its working style. In context of UK, their political situation is stable since the decision
for Brexit had been taken. This simply shows that organisation can easily expand their business
without facing any of the legal issues and higher tax charges.
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Economical factor is the factor which determines about inflation rate, fluctuation in
currency, any of the international trade policies which may affect the business organisation
(Haron and et. al., 2018). Since the decision of Brexit, it has been found that economic condition
which may create issues for the organisation like Airdri Ltd in some of the situation. Sometimes
import duties are high which increases the overall manufacturing cost of company where
management of Airdri Ltd should be able to focus.
Social factor is among the most important factor for where preferences, believes and
culture of the society is given more importance. It is necessary to understand for any of the entity
that they should be able to work according to the requirement of customers for attaining the
targets. In context of Airdri Ltd this factor has great importance for them because technologies
which are used within Hand dryer are liked by local public of UK due to which more number of
people have started to connect with organisation.
Technological factor is related with advancement of technology and software which can
certainly allow the business to accomplish their goals. The people of UK always prefer modern
technology which can make their working condition easier and faster. Talking about organisation
like Airdri, they are among one of those organisation which is emphasising on latest technology
for making hand dry in quick succession (Herstatt and Tiwari, 2016). This is allowing them to
attract more customers through which targets can be accomplished easily.
Legal factor is related with laws and regulation which are commenced by Legislative
body. It is necessary that any of the law which are formed by legislative body must be followed
by each of the entity. In context of Airdri Ltd, it is one of the external factor which has the huge
impact on organisation which clearly indicates the organisation should be able to follow all of
the guidelines and failure in this department will certainly create issues for organisation in
attaining their targets.
Environmental factor is connected with rules and other policies which are formed for
the environment. It is necessary for the organisation like Airdri Ltd to work according to
environment factor because it is the only way through which they can develop their goodwill in
the market. As company manufactures those electronic products which do not harm environment
and in that respective circumstances, organisation is benefited from the market where they
perform their business activity.
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In short, PESTLE analysis can be one of the external model which can certainly allow the
business to determine that how they are needed to do any of the business activity. If company
will be able to take decisions on the basis of above mentioned information, then there is high
probability that company can earn profit in huge amount.
Ansoff's Matrix
It is the business model which needs to be analysed by any of the organisation whenever
they think for enhancing the overall percentage of profit. It allows the business entity achieve
higher efficiency within business which is very much important in current scenario. The decision
making approach in ansoff's matrix can certainly allow the business organisation to take
additional lead within the market which is important in current scenario for any of the business
entity. In context of Airdri Ltd, Ansoff's Matrix can be one of the most important business tool
which can certainly guide them that how they are needed to perform any of the business activity
(Infelise,2014). In addition, it can guide them that what can be strategy which company should
use so that they can allow themselves to earn higher percentage of profit from the market. There
are basically four different ways through which overall capability of business can be improved
and that has been discussed below:
Market Penetration: It is among one of the most preferable growth strategies which any of
the company likes to use for taking competitive advantage in the market. Here, organisation
needs to focus that how they can increase their market share within existing market so that
organisational goals can be accomplished. Even company tries to bring innovative idea in their
marketing strategy or bring certain modification into their product so that demand related to any
specific product can be enhanced. In simple words, each of the action must be taken by Airdri
Ltd should be based only after analysing the market situation. It can improve overall
performance through which goals can be accomplished easily.
Market Development: There are some of the situation where organisation tries to think that
how they can enhance their performance and for that they try to enter into new market with the
help of existing product (Kerschke and et. al., 2015). Here, whenever any of the organisation
tries to enter into new market they need to analyse about the market in detail so that they can
decide whether new market will be favourable or not for them. Market development can be risky
5

as compared to market penetration but it can certainly allow entity like Airdri to expand their
market area which is necessary for attaining the goals.
Product Development: It is the marketing strategy where an organisation tries to increase
their revenue and for that they try to introduce new product within the market where they are
already stable. These types of strategy allow to the company to remain competitive in the market
which is very much important in current scenario for attaining the goals in specific time period.
In addition, proper market research is required in it through which needs and requirement of
public can be determined and according to that decision can be taken. Company like Airdri Ltd
should be able to identify that what are demands or requirement of customers where feedbacks
can be obtained. Only after analysing all of this factor management of AIrdri Ltd should be able
to take their decision so that future goals can be accomplished easily.
Diversification: It is the growth strategy which is used by company in that particular
situation where they try to enter into new market with the help of development of new product.
This strategy can be risky as compared to other because entity enters into the market where they
have no idea and experience. It will be important for organisation to analyse each of the factor so
that company do not face any of the problem because if they fail in this respective department
then huge problem may arise in future time period.
Recommendation: Looking at the scenario and requirement of Airdri Ltd, they must try for
market development where they will go into new market with existing product. This can
certainly give them the opportunity to enhance their overall sale (Kun, 2017). The most
important thing which is necessary to be analysed in this department is that company must
identify about the requirement of the people where they are going to conduct their business
activity because it will certainly allow them to accomplish their goals and target.
TASK 2
Assess various methods through which organisation access funding and when to use different
types of funding.
Funding can be explained as the process where an organisation tries to identify about the
best possible way through which they can arrange their capital for conducting business activity in
a successful manner. Here, Airdri Ltd requires £400000 for the purpose of expansion of their
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business to Cardiff but at the same time company have only £300000. There are some of the
ways through which they can raise their fund are listed below:
Internal Source: It is the situation where organisation tries to raise fund from the
organisation. This types of fund are raised through sales of assets, reduction of working capital
and retaining earning. This types of source can be helpful for the organisation because it can
certainly allow the organisation to attain their targets (Lusch and Nambisan, 2015).
External Source: It is the source through which company can raise from outside the
organisation where certain restriction is there which are imposed upon entity. Even it is one of
the source which can certainly boost the performance of a company for conducting any of
business activity. Below, some of the external sources are mentioned below:
 Bank Loan: It is the amount which is borrowed by organisation from bank where
amount is paid after certain time period on a fix installation basis. Here, interest is to paid
on fix system. Company like Airdri Ltd can be loan for short as well as long time period
which can be beneficial for the organisation. This particular process of raise fund have
different types of advantages and disadvantages.
1. Advantage: Company gets their own rights to invest capital in it which increases the
chances of obtaining the goals. As, company is having good market position which
means that there is higher probability of paying the amount back on specific time
period (Maier and Bîrcă, 2015).
2. Disadvantage: The banking system have strict rules and regulation which needs to be
followed and failure in repayment may direct affect on goodwill of the company.
 Saving: It is one of the option through which any of the entity can raise fund. In this
particular strategy member/shareholders tries to bring their personal saving to the
business which allow them to take further growth in the market. If any of the entity takes
the help of saving process to add on the fund for company then it can be beneficial for
organisation in attaining number of goals in short time of duration.
1. Advantage: This respective process will be beneficial for organisation because there
will not be required to pay any of the interest amount or if member wants to increase
the working capital then repayment of capital will also not be required.
2. Disadvantage: It is not possible that all of the investor will be able to invest same
amount of capital which might create issues in some of the circumstances.
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 Personal Loan: It is defined as unsecured loan which is raised by person or entity for
the purpose of meeting out the current financial needs. Some of the examples of personal
loan are weeding, vacation, expanding business and many more (McKelvey and Zaring,
2018). The repayment of this particular loan is to be made on fix instalment methods
where interest rate might be on a higher nod as compared to bank loan and other sources.
1. Advantage: The process of taking loan in it is very simple as compared to other
source such as bank loan, crowed funding.
2. Disadvantage: The interest rate is high which increases the cost for the one who
applies for the loan.
TASK 3
Develop a coherent and in-depth business plans that demonstrates the knowledge that how
business can be expanded to next level through which goals can be accomplished.
Business plan can be explained as the process where entity prepares the written
documents about the activity which they are planning to conduct so that business goals can be
accomplished. The main purpose of preparing this respective document is just to ensure that
organisation gets the opportunity to give tough competition to the rivalry firm. In context of the
Airdri Ltd which is planning to expand their business to new platform thinks that how they can
enter into the market of Cardiff so that overall growth can be done (Molnar, 2018). This business
plan will also allow Airdri to decide about the decision which they must be able to take within
the given time period. The detail description about the business plan has been prepared below:
Executive summary: Airdri Ltd is among the one of the most popular SME of UK
which has been dealing in electric Hand dryer. The concept of company has been favourable for
the customers because comfort zone has increased for them. As looking at the response of
customers, company is planning to expand their business to Cardiff for taking competitive
advantage from the market.
Vision: As company like Airdri Ltd is dealing in the field of technology, they are willing
to become the leading giant in the market who is capable of introducing some of the best
technology related product to become leader of the market.
Mission: The main mission of the company like Airdri Ltd is just to provide effective
services and product at a reasonable prices (Pawęta, and Mikołajczyk, 2016).
8

Goals: In order to give tough competition to rivalry firm, the goals of Airdri to deliver
product even at cheaper price with high quality.
Objectives: The main motive behind the expansion of market is just to increase the
customers of company by 30 percentage and sales up to 20%.
STP framework: It is the business model which can be used by the organisation like
Airdri Ltd for the purpose of increasing profit of the company. This framework can certainly
provide the way that how any of the organisation needs to deal with any of the situation. Also,
company can easily identify about their target market so that effective decisions can be taken in
any of the situation (Rasmussen and Eliason, 2017).
Segmentation: It is the primary stage of the framework where it is essential for the entity
like Airdri Ltd to distinguish between geographical market and behavioural segments. This can
certainly guide them that how they are needed to meet out their targets by delivering the services
which are required by each of the customers.
Targeting: The main target of company will be to focus on malls, cinema halls and many
more. It is because this are place where most number people like to prefer hand dryer. It will
certainly allow the entity to satisfy their customers which is very much important in current
scenario (Rosca, Arnold and Bendul, 2017).
Positioning: In order to reach out the maximum number of customers, organisation like
Airdri would like to take the help of new store with the market where presence of high number of
customers can be seen. This will allow them to enhance their overall sales.
Strengths of Business: -
 Organisation like Airdri can certainly allow them to take advantage from the market by
bring new technology within the market because there are limited organisation which
manufactures hand dryers in current scenario.
 Even company also focuses on those electric product which consume electricity in very
less quantity, which means that company has the capabilities to deal with situation where
they can connect themselves with maximum number of customers.
Resource Allocation: In this respective process, Airdri Ltd needs to provide resources to
different people who can allow themselves to utilise available resources of the company in an
effective manner. This can certainly allow the company to take competitive advantage from the
market.
9

Total Estimate Budget: It is the stage where management of Airdri Ltdd will have to
distribute fund to different department so that each of the activity can be conducted in a
successful manner (Song, Park and Park, 2017). Below, estimated budget for the expansion
of business to Cardiff has been prepared with all of the major expenses.
Particular 30/06/20 (£) 30/06/21 (£) 30/06/22 (£)
Implementing technology cost 15000 13000 10000
Promotional expense 13000 11500 8900
Installation of machines 27500 10700 6700
Shop expense 10500 7800 9600
Training charges 10000 11000 7800
Total Cost 76000 54000 43000
Cash Flow Statement: It is the statement which shows all of the transaction which
has been incurred by Airdri Ltd in specific time period. It certainly includes all of the cash
inflows and outflows which can help company to analyse about liquidity ratio as well as
flow of cash.
Particular 30/06/20 (£) 30/06/21 (£) 30/06/22 (£)
Sales 100000 120000 130000
Purchase -60000 -72000 -80000
Expenses -13000 -15000 -18000
Salaries -17000 -19000 -20000
Cash Surplus 10000 14000 12000
After observing the above situation, it can be analysed that the position of company is
improving on a daily basis where their surplus amount is increasing i.e., 10000 in 2020, 14000 in
2021 and 12000 in 2022.
10

Monitoring and Controlling: This will be stage where organisation like Airdri will analyse
about all of the activity which they have performed (Stosic Isljamovic and Mihic, 2013). The
main motive behind performing this particular activity is to ensure that company like Airdri Ltd
do not face any of the loss while performing their business activity within Cardiff.
TASK 4
A critical evaluation of the various ways through which business can exit or succession their
business. Also provide appropriate course of action that with justified recommendation to
support implementation
Performing any of the business activity is not an easy task because there are lots of
activity which needs to be performed. There are number of rivalries which creates issues for the
business entity due to which company either looks for succession or to take exit. Succession is
one of the approaches which is defined as the process in which business entity tries to combine
with similar firm to conduct business activity so that targets can be accomplished in best possible
manner. Some of the succession plan for organisation like Airdri Ltd has been discussed below:
Merger: It is defined as one of the strategies which can be used by business entity for the
expansion of business. The main motive behind any of the merger is to increase profit percentage
of company by covering maximum market share. There are different guidelines which is needed
to be considered in any of the merger process. Some of the advantage and disadvantage of
merger is mentioned below:
Advantage:
 This sort of business can certain allow themselves to lead the market where profit
percentage can be increased (Herstatt and Tiwari, 2016).
 Whenever any of the firm gets bigger in size, it means that there is higher probability of
attaining targets on time.
 Effective merger always allows to improve goodwill of the company.
Disadvantage:
 The complexity for performing any of the business activity increases in it which certainly
take more time for obtaining any of the decision.
 Customers get limited number of options at the time of buying product and services.
 It reduces the job security for the existing employees.
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Acquisition: The process where more than half of the share is acquired by majority
company is known as acquisition. Here, decision making ability shifts to the company which has
acquired more than half of the share of a company. This respective process can be helpful for the
organisation like Airdri Ltd because entering into new market will allow them to enhance their
overall profit percentage. The pros and cons of acquisition are listed below:
Advantage:
 Here, company gets to connect with their rivalry firm which certainly reduces the
competition from market and that is always helpful for business entity.
 The diversification in the market can be seen easily in it.
 Unnecessary competition can be removed from the organisation.
Disadvantage:
 Chances of conflicts among the employee certainly increases which sometimes creates
negative impact for organisation.
 At initial level there is possibility that debt can be increased.
 Even inadequate valuation of the target can be seen due to which burden on the company
can be increased.
Exit strategies is defined as the process where organisation tries to identify the best
appropriate way through which they shut down their business. This process is mainly adopted in
the situation where organisation is unable to meet out the expectation (Infelise,2014). Some of
the popular way through which company take exit from the market is explained below in detail:
Selling in open market: It is one of the most popular form of strategy which can be used
by business like Airdri Ltd to sell their business in the market where number of buyer and
investors are available. This process is conducted by the process of bidding process where
highest bidder gets the opportunity to take over the business position.
Advantage:
 In open market buyer are in higher number which means that there is higher probability
for business to sell business at high price.
 Company also doesn't require to put extra efforts in this particular process.
 Any profit from selling your business could allow you to pay off personal debts.
Disadvantage:
 It is one of the lengthy process where number of requirements needs to be followed.
12

 It is not necessary that every time desire value can be obtained through this process.
 The process of selling the business might be expensive due to which company might have
to suffer from losses.
Liquidation: It is also among one of the popular ways through which an entity can take
exit from the market. The requirement of this particular process is needed when liability of
company surpass the assets and company is unable to pay the debt amount. It can be one of the
helpful process for Airdri Ltd if they think to take exit from the market. The advantages and
disadvantages of liquidation for entity are:
Advantage:
 Company can allow themselves to pay all of the debt amount (Kerschke and et. al.,
2015).
 The legal action which has been taken by creditors comes to end with this process
 Staff can Claim Redundancy pay once the liquidation process gets started.
Disadvantage:
 Once this process is applied company do not gets the opportunity to perform any of the
business activity.
 Here, directors loan account must be paid off.
 Also, it will be the responsibility of directors to pay personal guarantees in it.
CONCLUSION
As the detail analysis on the file, it can be understood that there are different entity
working within the market but the main thing which they require for attaining the target is
planning. It is essential because it can allow organisation to take positive decision which can
certainly help entity accomplish their goals and target. It is said that any of the organisation
should be able to analyse external market before making any of the decision because it is the
only way through which company can easily make favourable decision. Business can be
expanded only in that respective situation where they have availability of proper funds. It is
essential for the organisation like Airdri Ltd to work according to the business plan because it
can be the effective process for any of the organisation through which entity can accomplish
their goals and target on specific time period. The exit plan can be one of the important source
through which entity can shut down their business without facing any of the issues.
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