Detailed Analysis and Recommendations for Austin Fraser Small Business

This report offers a comprehensive analysis of Austin Fraser, a UK-based small business specializing in recruitment for the engineering, IT, and life science sectors. It begins with an introduction to the company, its mission, vision, and smart objectives, followed by an examination of its strengths and weaknesses. The report includes a comparative analysis with the Premier Group, focusing on customer satisfaction and employee motivation. Task 2 delves into recommendations for overcoming weaknesses, maintaining and strengthening performance, and exploring growth strategies such as market development. Finally, Task 3 discusses the business environment, planning, and the importance of employee satisfaction and selection criteria. The report concludes with an overview of the firm's challenges and potential for expansion, providing actionable insights for business development.

Small Business Enterprise

Table of Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
1.1................................................................................................................................................4
1.2................................................................................................................................................5
Task 2 ..............................................................................................................................................6
2.1................................................................................................................................................6
Task 3...............................................................................................................................................8
3.1................................................................................................................................................8
3.2................................................................................................................................................9
3.3..............................................................................................................................................10
4.1..............................................................................................................................................10
4.3..............................................................................................................................................11
Conclusion ....................................................................................................................................12
References .....................................................................................................................................13

Introduction
The report includes a detailed research work and analysis on one of the Small Business
Company of UK that is Austin Fraser. The Company is on the path of expansion, but still there
are certain aspects and areas which are required to be taken into consideration and improve by
undertaking required changes. The Company is renowned and well known in the field of
recruiting and supplying the required candidates to its clients. The success and the present strong
position of many company is supported by the efforts of the the company mentioned
(Ackermann, 2012). It is therefore necessary that only for the better working of the Company but
also for the development and smooth working of other Companies relying upon the Company
mentioned, a proper detailed in depth report and analysis is prepared and list of required changes
are served through this report.
Task 1
1.1
Austin Fraser is a cunsultancy and recruitment firm in UK. They recruiting engineering,
IT and life science sector in UK. It was founded in 2007. As we know that it a small business
there are a flat organisational structure. There are few people in the management who specialized
in their functional area (Beckand Demirguc-Kunt, 2006). There are 56 number of employees
who working with Austin Fraser.
Mission: To create opportunities for everyone to achieve their potential, and maximise success
for clients and candidates, eliminating costly recruitment mistakes by understanding needs,
partnering closely and being trusted to advise the best solutions.
Vision: The company has a vision to become a global leader in the field of IT, Media and
Engineering recruitment across the global markets.
Smart objectives are most important for Austin Fraser. There are following smart objective of the
company:
To identify the need of their clients: The need and requirements of their clients is most important
for the company (Bhaskaran, 2006). So that they can design their products and services
accordingly.
To provide better services: Another smart objective is to provide skilful candidates to their
clients which must be best for them.

To satisfied customer satisfaction: Third smart objectives is that to satisfied the needs of their
clients to provide highly skill workforce to them.
Strength:
The strength of the company is that they expertise in the field of recruitment specially in
engineering, IT and Life science. Therefore they provide highly skilled workforce to their clients.
Another strength is that they have they provide training and development session to
trainee so that they can satisfied the needs of their clients with providing best person for them.
Austin Fraser is one of the best small business enterprise.
They have effective management so that they can achieve their goals in an effective
manner.
Weakness:
Financial resources of the company are limited so that they can not work effectively.
Another weakness is that lack of managerial experience in this field.
The another weakness is that the employee turnover in the company. Employee leaving
the organisation frequently.
1.2
There are various performance measurement method which can be used to comparison
between two companies. There are following performance criteria for Austin Fraser and Premier
group:
Comparison based on customer satisfaction: Customer satisfaction is played a prominent role in
the success of the organisation. Premier group deals with media, IT and Engineering recruitment
for their clients. Where as Austin Fraser deals with recruitment for Engineering, IT and Life
science for their clients. Both organization focus on providing qualitative and highly skilled
workforce to their Clients (Bowen, Morara, and Mureithi, 2009). But Austin Fraser is more
concentrate on the customer satisfaction of their client through provide best person for their
customer. For that they provide training and development sessions for them.
Comparison based on employee motivation: As we know that employee are a the valuable asset
for each and every organization. Therefore they try to motivate their staff so that performance
and productivity both can be increased. Austin Fraser conduct regular training and development
for their employees. So that they improve their skills and capabilities towards their job at

workplace. On the other hand Premier Group can only focus on their customer rather than
employees.
Both organisation are good in employee relation. Top management listen carefully the view and
suggestions of their employees. Both organization always taking feedbacks seriously. Feedback
are too important for a new business enterprise which tell the actual position of the company as
well as future opportunities.
Task 2
2.1
The report focuses mainly on measures to be undertaken to overcome the weaknesses and
drawbacks. As the company is following the strategy of expansion and capturing a major part of
market, is it only enough to list the challenges and problems faced by the company but also
reflect the measures to be undertaken to overcome the same.
Many different techniques can be used to understand the problems of the company, but
the main technique used here is SWOT analysis. The company being one of the developing
company, has both strengths and weaknesses. A list of strength and weaknesses have been
mentioned before (Bruce, and Picard, 2006). It is now important to focus on the opportunities to
overcome the weaknesses keeping in mind the threats that are to danger the existence or the
development process of the company. The company needs to overcome the threats as this has
been one of the most challenging task for a small business developing entity. Below are
mentioned few of the recommendations to overcome the weaknesses:-
 The company can manage its financial resources by taking funds from the market.
 Work by considering each and every personnel, not just as an employee but as the main
element for achieving the targets.
 The weaknesses should be considered as not as drawbacks but as motivating factors for
overcoming challenges and thereby achieving success.
 The employee turnover can be reduced by providing best services and by taking care of
the workers and needs of them (Burns, 2010). Along with the management can be
improved it is veery important for the entity to manage the administrative activities in
such manner that they can not have any adverse effect on the business.

 Keep on innovating by making use of latest technologies to keep in tact the position it
has achieved in the market and thereby not failing to achieve the future targets. For
achieving future targets it is necessary to exploit the opportunities by making use of its
quality assured service performance.
2.2
Every company today is in rush to achieve the heights of success. Austin fresher is a legal
entity having its own existence. The company has to keep its position in tact to survive and have
a long term existence in the market it is competing against with its rivals (Eid, and El-Gohary,
2013). The company not only needs to expand but also is required to keep on improving its
current position.
The performance could be maintained by following the strategies framed and the same could be
strengthened by accepting new ideas, techniques and measures to improve the same. Below are
mentioned certain ways for maintaining and strengthening the performance of the company
mentioned.
 The company needs to collect regularly the information on level of satisfaction delivered
to its clients and candidates.
 After collection of information, the company needs to bring into effect the measures for
increasing the satisfaction of the customers.
 If any factors are affecting the level of satisfaction of customers, then a detailed research
needs to be done and the same needs to be worked upon for reducing or removing the
same.
 The company needs to survey upon its competitors strategies. By doing this the company
can measure its performance level and work upon further to maintain the same.
 The factors that are helping the company to remain financially strong, must be regularly
reviewed to ensure there influence and effect for the strengthening of its position.
2.3
The company constantly and regularly needs to grow and expand. Growth and expansion
process is not a very simple one. Expanding is increasing the holding of market and growth is
something related to achieving something higher then that at present situation (Fairlie, and Robb,
2008). Ansoff has provided with a model on four areas where the company can lead its

expansion and growth process. The four areas of expansion according to ansoff models could be
any of the below:
 Market penetration
 Market development
 Diversification
 Product development
As the company is financially sound, it can use best ways of utilizing the same for attracting the
customers from the new market and thereby expanding its holding of the market. Therefore
Market development growth strategy can be used.
The company should most importantly focus on keeping its present position intact by providing
its existing services in existing market. The existing services provided by the company are very
well renowned by its existing customers and clients (Graham, and Muyia Nafukho, 2007). If a
company is successful in maintaining its present situation then it only it can look forward for
new projects and entering new markets with new products and services.
Austin Fraser is a recruitment consultant but it can start its business in the area of the
professional assistance. As it can have the business of the professional consultants also in it the
entity can provide the legal and financial advises to its clients. Along with this the company can
also work as an outsources agency by providing the expertise assistance to its clients. So by
using the above mentioned strategies it can get enter in these fields or areas.
Task 3
3.1
Austin Fraser is a consultancy firm in UK. It is a small business enterprise and one of the
fast growing business. The organisation is specialist in to provide highly skilled, capable
workforce to their clients particularly in Engineering, IT and life Science. Apart form that they
have expertise working employees. The objective of the organisation is that to provide skilled
workforce to their client according to their requirement. Therefore the main aim is to satisfied the
needs of their clients and helping their clients to achieve their organisational goals and
objectives. Apart form that they also provide training and development programmes to their
employees as well as selected candidates which are coming from across UK. These training
beneficiary to their clients as well as to the company. Business environment is too important for

the company. For that company have various ideas and plans and also they are taking suspecting
and idea from their employees which can create a business environment with in the company
(Lepoutre, and Heene, 2006). There are various policies and rules which are set by the
government that also adopted and implemented by the company to promote the business
environment. There are various rules and regulation made by EU must be implemented by the
company. Do that organisation can attain its business environment and business objectives as
well. Business environment is most important for the company because they helping to develop a
professional environment in the company and it also help to maintain the business demand and
supply in the market.
There are various weakness in the business plan is that they have limited field to work.
Currently the company are working in the fields like Engineering, IT and Life science so that
they have limited scope to grow. If they want to expend their business they need increase their
fields like legal, finance, marketing and other fields.
Another weakness in their plan is that sometimes selected candidates not fit in their client
organisation. So that they need improve their selection criteria.
3.2
Business planning is very important for success of the business. It is a process where
organisation establishing goals and targets for the long time. Mission statement is very important
in a business plan it tells that why company exist and the future plan for an organisation (Okpara,
and Wynn, 2007). They also analyses the external as well as internal environment of a business
so that they can know there strength and weakness and than develop their strategies accordingly.
These plan are implemented and developing action.
Forecast: this is the first stage for identify the changes in the revised business planning. Austin
Fraser is required that they forecast and determine the future sales and demand for their services.
Past sales record are also important for the company. So that corporation can compare current
sales with past sales taking corrective action on it. Forecasting in the business plan is too
important to success for any business. It is also protect the future losses for the company.
Budgeting: This is the next stage where manager is focus on the policies regarding their budget.
The expected budget regarding operational, administrative and labour expenses must be
determined. The cost estimation of these activities is required for effective planning. For that

they make budget and than compare these budget with actual expenses and taking necessary
decisions on it.
Comparing past performance: Past performance repost are most important for effective
planning. Austin Fraser required that they keep record of the performance. Theses records are
useful for the future performance and improvement in these performance. They compare current
performance with past performance and taking corrective action accordingly.
3.3
Implementation of change in the business plan one of the most complex task. For that it
requires an effective process for implementation of change effectively. There are following a
process of Implementation of change:
Establish plan for implement change: This is one of the most important part of this process. In
this process Austin Fraser make plan to implement change (Schaper, Volery, Weber, and Lewis,
2010). Past data to be collected for comparing with established performance of the company.
Established a system for evaluation: In this process organization identify those change which are
going to implement. And than make an appropriate system with other members for
implementation. Austin Fraser also make sure that to monitored and use of effective tool to
evaluate those changes in the system.
Measurement of performance: This is important for the organisation that they compare estimated
performance with current performance and take corrective action on it.
Setting deadlines: This is the last stage of this process. Austin Fraser requires that they set target
and milestones and setting a specific time frame to attain theses targets.
4.1
There are various factor which is very significant for the development and future growth
of the organisation. At the time of setting up goals and objectives these factors to be considered
by the company. Austin Fraser is focus on the change and also focus on the factor affecting
them. It is required that they will concentrate on updated skills and required knowledge for the
future changes. There are huge impact on the changes which are to be adopted by the company.
The employees are resist to change but it is responsibilities of the organisation that they adopted
these changes and tell them how these changes are important for the organisation. Customers are
also affected with these changes (Ackermann, 2012). Therefore company make sure theses

changes do not impact on the interest of their clients. Thus it can be said that proposed changes
can influence the company and its operations in a positive manner.
4.2
Management played an vital role in the business. An effective management is required to
manage the operational activities in the business which is help to make competitive in the
market. Change is the nature of business, so that there will be continuous change in the customer
needs. Therefore a effective management is required to manage those change in an effective
manner. In order to maintain and sustain in the market training and development of their
employees and clients candidate is essential. Austin Fraser required to adopt these changes and
using following methods for those changes:
Accept change: Change is the law of nature. Therefore it is essential for an organisation that they
should accept change. Austin Fraser required that they communicate required changes with their
employees. So that employees can adopt those changes easily.
Solicit inputs: Employees can not adopt change easily, they resist the change which affects them
adversely (Beckand Demirguc-Kunt, 2006). So that they can welcome their inputs and they can
understand the reason for change which is good for the company.
Provide training: Training is required to adopt these change in the organisation. So that they can
better implement these change s in the company. And provide required training and development
to their employees.
Accept and Recognize: It is important for the organization that employees accept and recognize
those change. Accepting failure is an integral part of learning process and sends a positive
message to employees.
4.3
It is important to the organization that they evaluate and monitor performance of the
business on regular basis. For that they required continuous approach so that company can bring
increment in the performance in order to achieve their objectives. To maintain consistency in the
performance is essential. So that any change can be adopted with a regular basis for performing
the task (Bhaskaran, 2006). Market surveys can be help to improving the performance of the
organisation. There are various method which is useful for monitoring the performance of the
organisation:

Regular Meetings: This is the most appropriate method of monitoring the performance regularly.
The manager of Austin Fraser is responsible to conduct these meetings on regular basis of their
working staff.
360 degree feedback: feedback is essential for each and every company. In this method a
company can conduct feedback directly from their employees. This feedback is directly related
to the skills and capabilities of their staff at workplace. This can help to the organization to
improve the performance and productivity of their employees.
Performance reports: These reports are too important for the company. Because these reports
show the actual and current performance of the company. And with the help of past reports
organisation can easily compare any improvement in the performance.
Thus, these tools is used by the company to improve their performance and to achieve their
organisational goals and objectives.
Conclusion
As per the above report it has been concluded that a small business enterprise required to
identify their strength and weaknesses. So that they can know their capabilities and resources and
also know how these resources can be utilized effectively. Management to know how the change
can be adopted and implemented effectively. With the help of various tools management can
improve the performance of their employees and easily to attain organisational goals and
objectives.

References
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