Business Analysis of Shine Communications: Strategies for Growth

This report provides a comprehensive business analysis of Shine Communications, a London-based public relations company. It begins with an introduction highlighting the importance of small businesses and the role of PR agencies in the current economic landscape. The report includes a SWOT analysis, assessing the company's strengths, weaknesses, opportunities, and threats. It then analyzes the company's performance using comparative measures, focusing on competitive forces and the importance of customer satisfaction. Recommendations are provided to address identified weaknesses, such as increasing employee numbers and refining revenue strategies. The report further explores methods to maintain and strengthen existing performance, emphasizing the need for continuous improvement and staff development. New areas for business expansion, such as marketing research, are also suggested. The report concludes by examining the company's existing objectives and plans, revising these plans to incorporate changes, and proposing an action plan for implementation. The impact of the proposed changes on the business and personnel is considered, along with ways to manage these changes and monitor improvements in performance. The report aims to provide a strategic roadmap for Shine Communications to enhance its growth and success in the competitive PR industry.

SMALL BUSINESS
ENTERPRISE

Table of Contents
INTRODUCTION..........................................................................................................................................................3
TASK 1...........................................................................................................................................................................3
1.1 SWOT Analysis of the company ........................................................................................................................3
1.2 Analysis of business using comparative measure of performance......................................................................4
TASK 2...........................................................................................................................................................................5
2.1 Recommendations to improve the identified Weakness.....................................................................................5
2.2Ways in which existing performance could be maintained and strengthened......................................................5
2.3 New areas in which business can be expanded...................................................................................................6
TASK 3...........................................................................................................................................................................6
3.1 Existing business objectives and plans................................................................................................................6
3.2 Revision of business plans to incorporate changes ............................................................................................7
3.3 Action plan to implement changes ....................................................................................................................7
TASK 4...........................................................................................................................................................................8
4.1 Impact of the proposed change on the business and personnel...........................................................................8
4.2 Ways to manage the changes...............................................................................................................................8
4.3 Monitor improvements in the performance of the business in the given timescale............................................9
CONCLUSION.............................................................................................................................................................10

INTRODUCTION
In order to ensure the growth of an economy it is very necessary to encourage small business
and to provide a continuous review procedures in improving the performance of small business
enterprise there is a need of change to be implemented in their nature of working . With the
growing time government is also planning to increase their investment in small business which
increasing its . can provide a big opportunity not only for the company but provide great career
opportunities for the people who wish to work with the small business organization, therefore it
is on the whole provide amazing opportunity for the country's diverse and innovative small
business(Jenkins, 2006).
The present report is connected with small business Shine Communications which is a
London based Public Relations Company which aims at providing clients what they need with
creativity doing justice in their implications. In this report various means and ways of growing
the business and establish with the changing environment are provided.
TASK 1
1.1 SWOT Analysis of the company
In order to frame a proper business development for a particular business it is very
necessary to assess the present position of the business so that it can grow in its strength and
convert their weakness into opportunities,. Therefore the SWOT analysis for Shine
Communications can be presented as follows
Strength: In the present time Shine Communications is the most contacted PR agency in the UK
and has strong working capacity with strong brands like BARCARDI, Ebay, paramount,
Intercontinental hotel group etc. which gives them a major advantage over other competitors and
creates a good reputation for them(Wu and Olson, 2009)
The diversification in their work is another major advantage for them like developing events,
direct marketing, sampling and carrying all these functions through social media through five C's
which involves content, channel, community, carrots and connection
Weakness: The expected revenue of Shine communications is low as compared to other PR
agencies
It has a small number of team of about 56 employees which sometimes becomes unmanageable
to handle its different categories of operations (Chell, 2007)

Opportunities: As PR concentrates with multiple function of marketing,sales, promotion
therefore Shine can grow if it satisfies more and more customers in not only in a particular field
but PR as a whole as greater number of customers are taking help of PR agencies to introduce
their product and services in the market.
Threat: The major threat to Shine is from the well-established large competitions who are
serving not only in the local market but nationwide, also entry is much easier in this industry as it
is not so much capital oriented therefore present competition as well as the future competition
both can provide a big threat to this firm(Spence, 2007).
Sometimes the PR work is given less priority and marketing firms are overlapped with their
function.
1.2 Analysis of business using comparative measure of performance
Performance of a company is judged on the basis of different factors. One of the major.
Conducting marketing research work can be one of the key areas for expansion as through it
various customers and companies are linked through information. factor is the competitive forces
in the market which significantly affects the business growth and development. It is very easy for
a company to enter into a PR industry because of low capital requirement. Is,so Shine
Communications, in order to distinguish itself from other rivals has to take care regarding not
only fulfilling the present needs of the customers like after sales services and handling customer
grievances. As buyers can easily move to other firms in this industry because of very low
switch-over cost and high bargaining power (Street and Cameron, 2007). Apart from this lack
of proper PR professionals can lead to loss of customers which further is connected with
lowering of brand image of the company as a whole in the industry. Finally in order to deliver
best to the customers’ business like PR should be connected with the value chain which involves
linking marketing, sales and promotional activities with each other so that the present intelligent
thinking of the company can be applied in a creative way with the quality specifications to the
right people which is one of the major objective of Shine Communications(Malhotra and
Temponi, 2010.)

TASK 2
2.1 Recommendations to improve the identified Weakness
First of all in order to manage its large diversified operations and to handle more and more
customers at same time Shine communications has to increase its employee base from present
level. It can do so by conducting various interviews to increase the PR professionals advertising
in daily newspapers and social media keeping in mind their budget for spending amount on
human resource. The hiring process will help them to maintain the inflexibility in the working
hours they face because of lack of proper strength in the workforce and non-dealing with the
customers in a timely manner (Dobbs and Hamilton, 2007)
In order to overcome their revenue earning factor as compared to other industry it has to make
segmented budgets depending upon their various fields and conduct research and development in
the fields which is offering them less revenue than budgeted, so that the exact loopholes can be
identified and services can be provided as per the customer needs.
2.2Ways in which existing performance could be maintained and strengthened
Shine communications believes in applying intelligent thinking in delivering to the
customers the best creative ideas with the right quality so it has to continuously upgrade itself
with the present mind set of the people dealing with it along with different changes in
technology, market and society as a whole so that it can deliver its service in the best possible
way. It can further develop its current staff so that they can become more efficient and get
educated with latest trends which helps them in achieving their objective of putting the client
first and satisfying them with the latest creative method. Further teams should be build up so
that customer can be divided according to their areas and different level of requirements. By
dividing and breaking the tasks and achieving individual team targets it helps in achieving the
target of the firm as a whole and can strengthen its present work frame and helps in maintaining
good team spirit and performance(Vos, Yeh, Carter and Tagg, 2007)
For small business individual customers plays an important role in their revenue so shine
should knot up with customers personally so that its present scale of operations of business can
be maintained(Lepoutre and Heene, 2006)
It should provide training and development to its existing staff so that the capabilities of
the staff can be improved as they are encourage to gain new knowledge they will discharge their

functions in a better way which overalls leads to improvement and strengthening of company's
performance.
2.3 New areas in which business can be expanded
It is very important for a firm to grow in order to change not only its status from small firm
to large scale firm but also to create customer loyalty and recognition in the market and the
industry. There can be various areas of expansion one of them can be entering in new fields of
business. Conducting marketing research work can be one of the key areas for expansion as
through it various customers and companies are linked through information. When a marketing
research is conducted a deep analysis is done in capturing value based data so that prospective
customers are provided with the exact product and service which they need. Some big companies
outsource marketing research work to other companies while entering into a particular sector or
introducing a new product to the existing sector. As on marketing study the future course of
action for any company depends therefore they pay heavily to the agencies if the research work
is proper and with detailed reasons for course of actions. Shine can provide various validity
techniques in order to create authenticity and trust in their work which can distinguish it from the
other players in the market (Blackburn, Hart and Wainwright, 2013.)
TASK 3
3.1 Existing business objectives and plans
Framing business objectives and plans are very important for any business as it defines the
base for doing its activities. It defines where business wants to go in future and time specific
targets to be achieved (Shah and Ram, 2006)
Shine communications believed in the expression of shining. It believes in doing its work
which leads to the glowing future for it and the people it serves. As per the present requirement it
is planning to use LIS Shine the mailing list and other social websites in order to make people
aware about new posts, new applications in their nature of work (Gronum, Verreynne and
Kastelle, 2012). Further it is planning to take help of LinkedIn and Twitter to provide training
and development to their staff where its members can share their experiences and skills with the
other people linked to the social media.
The main objective of Shine Communications is concentrated to focus customer first by
applying their intelligent mind in creative thinking so that right type of work is delivered to the

right people in a cost effective manner. As it believes in promoting the new changes in their
client business in an innovative way with maintaining the quality in their work.
3.2 Revision of business plans to incorporate changes
Shine communications maintaining its present objectives in the proposed area of its
introducing itself in the marketing research it can further make necessary changes in its business
plans so that this area can provide it with the amount of revenue it expects. For it, the company
should raise its profit targets so that the team has the target to achieve and accordingly they can
work as per the target set. Further business plans should be such that they provide a flexibility to
amend it as per the changing environment (Bridge and O'Neill, 2012). Therefore as per the
suggested new area that is market research shine communication should plan about the ways of
conducting the research of gathering the required data. Having a plan about various methods
helps the firm to select the most appropriate method among them. For successful implementation
of the method selected shine should employ the requisite professionals to carry out the field work
as well as handling the indoor work and finally a plan of reaching the target customers which
involves both existing and new customers by various medium including advertising through
social media, and other methods of communications(Reid, 2007).
3.3 Action plan to implement changes
Action plans serves as a guide to carry out day to day functions and activities especially in a
small scale company. It should be constructed keeping in mind all the strategies so that it can
contribute in a positive and most beneficial way in implementation of business activities.
While developing an action plan some questions need to be answered like what has to be
achieved as it plays an important role to frame out the steps in order to achieve it. For it
information can be collected from the direct contact that is the top management of the company
who can specify what exactly they want for the company from the new provision of service and
they going to Shine's media activities to find out its present scale of work and feedback of
various customers(Jenkins, 2006). After answering to this the function of delegation comes into
picture that is assigning responsibility to various employees so that a full-fledged activity of
marketing research can be divided into small tasks that will be easy to achieve. For delegation
activity to be successful it is very necessary to see that the present requirement regarding
professional workforce is met by the company and if not the action plan also includes recruiting
the appropriate staff in a particular time frame so that carrying out the change will not be delayed

beyond the decided time. The correct human resource will lead to the achievement of targets in a
more effective and efficient manner.
TASK 4
4.1 Impact of the proposed change on the business and personnel
Implementing change in any organization is not easy. It is resisted by the employees and the
present employees as it effects the present working of the workplace. While introducing the new
area possibility that the present areas of operations might get neglected and their changing
requirements might not get adhered to although it is very necessary for a small business to bring
out changes in order to grow but it is not recommended as it can lead to collapse of the entire
organization in the form of its structure and level of working as because of the introduction of
the new area new recruitment process are conducted to fill the new areas which altogether
changes the organizational hierarchy which further changes their pattern of working power of
delegation, nature of responsibility and leadership patterns, in all changing the way in which the
decisions flow (Chell, 2007). Further the changes tend to change its existing business policies as
there are changes in the company's aims, targets, structural and functional pattern. Further the
business will take more ways to achieve its targeted profit and to gain the market ownership by
gaining more and more customers locally and nationally. With the proposed new area the present
employee can feel neglected as they have no knowledge about how and what can be the
necessary outcome of the required change. There can be loss of team spirit between the
employees because of the introduction of new personnel among their teams or formation of
entirely new teams.
4.2 Ways to manage the changes
It is very important to manage change so that the proposed area can only work towards in a
forward direction for the company. In order to manage the changed organizational structure and
avoid confusion among the present and new personnel proper authority and liability chart should
be prepared so that the employees know to whom they need to report and what is the nature of
their liability (Spence, 2007). To whom they need to address their problems for various kinds of
problems they face at the implementation stage of the new area. Further in order to manage the
changed policies proper discussions should be conducted among employees so that the new
policies should include their involvement which ultimately leads to making the respective

policies understandable to the employees in a fast and easy way. Apart from this to have the
positive effect of the required change on the employees so that they can work in different
departments in a flexible and without hesitation proper study is required from the existing staff,
for it the company should provide the employees with various study materials on their
implementation so that the new area can prove one of the major areas for the company, and inter
department discussions should be promoted so that different departments can be aware with the
various problems face by each other so that new and innovative methods can be provided to
solve the problems within departments but also with the help of various departments in the
company which ultimately leads to the building of team spirit and achievement of the objectives
as a whole(Street and Cameron, 2007)
4.3 Monitor improvements in the performance of the business in the given timescale
It is not only to manage changes but equally important to manage them in a decided timescale, so
that the achievement of targets is not postponed and a obvious path is not provided to
competitors for entering the market and establishing its roots. For it the management should be
informed about the current performance so that monitoring of the performance can be done. To
identify the level of working in current performance key performance indicators should be
identified (Malhotra and Temponi, 2010)
The major key performance indicators can be what is the impact of various areas on the
financial performance of the company. Views of clients on quality of delivery of services in
various areas of operations and finally views of the personnel regarding their work and
relationship with the firm as a whole. The company must identify a specific time frame in which
to measure these aspects of current performance like checking the progress after three to six
months of area of introduction so that it can exactly find out that the proposed area is providing a
bottleneck for the small scale company growth or working as an enhancing tool to make the
company successful further. Studying financial performance of the company after introduction of
the new area that is market research it can be easily be found out that how much revenue is
increased because of this service and monitoring continuous feedback from the customers can
help to introduce further changes from time to time so that the operations are not affected
because of the change in the requirements and finally the personnel view about the current
performance can be helpful in overcoming the difficulties they are facing in proper conduct of
their part in the efficient discharge of their performance(Dobbs and Hamilton, 2007).

CONCLUSION
With the present report it can be concluded that with proper functioning and planning regarding
the changes to be introduced in the small business it can work in a better way and can establish
its position in the market. In order to grow strategically well business development planning is
also very necessary, the small business from time to time frame business development and
expansion strategies so that it can compete in a well-planned manner with its competitors and
can the changing requirements of the industry and company as a whole(Blackburn, Hart and
Wainwright, 2013).
Further the planning should also include the major impacts of the expansion on the
present organization and personnel so that it is ready to overcome it also and does not disrupt the
existing and newly frames business goals and objectives.

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