AIRDRI: Growth Planning Report - Business Strategy and Financials

This report provides a detailed analysis of growth planning for AIRDRI, a UK-based manufacturing company specializing in hand driers. It begins by identifying key considerations for ascertaining growth opportunities, including business goals, customer needs, and technological advancements, and justifies these considerations. The report then evaluates growth opportunities using Ansoff's growth model, examining market penetration, market development, product development, and diversification strategies. It assesses potential sources of funding, including their advantages and disadvantages, and develops a business plan that incorporates financial information and strategic objectives. Finally, the report explores exit or succession options for the business, providing a comprehensive overview of growth strategies and financial planning for AIRDRI.

Planning
for Growth

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Key consideration for ascertaining growth opportunities and justification of these
consideration ...............................................................................................................................1
P2 Evaluation of opportunities for growth by applying Ansoff's growth model .......................4
LO2..................................................................................................................................................6
P3 Assessment of potential sources of funding available to business and advantages and
disadvantages of each sources.....................................................................................................6
LO3..................................................................................................................................................8
P4 Business plan for growth of business by including financial information and strategic
objectives.....................................................................................................................................8
........................................................................................................................................................11
LO4................................................................................................................................................11
P5 Assessing exit or succession option for little business ........................................................11
CONCLUSION..............................................................................................................................13
.......................................................................................................................................................14
REFERENCE ................................................................................................................................15

INTRODUCTION
Growth planning is a business strategy that is used to expand the business through
planning and make it profitable. It gives permission to allocate the available resources in order to
accept the challenges. Moreover, planning is the first step of any business that decides what to do
, how to do and when to do to expend the business. Without planning a business has not chances
to grow over the market and to be sustain for long term (Abapour, Zare and Mohammadi-
Ivatloo, 2015). It contains elements of business where customer can analysis the value and and
growth of business. In this report the chosen organisation is AIRDRI that is manufacturing
company and provides product and services in United Kingdom.
The main purpose of this report is to built effective plan which is used to contribute the
growth of enterprise. This report will follow various topics such as: key consideration for
evaluating growth, different method through industry access funding, when should be use
different types of funding, business plan that involves financial information and strategy.
Moreover, this report will discuss about various exit or succession options that help in growth of
business organisation (Abel-Smith, 2018).
LO1
P1 Key consideration for ascertaining growth opportunities and justification of these
consideration
Manufacturing is the production of goods by using machines, labour and tools for selling
and earning profits. Every business has to consider planning for long term growth and accept the
changes that helps to run a business. AIRDRI is a small medium enterprise of UK which was
founded in 1974 by business partner Peter Phillips and Peter Allen both are entrepreneurial
engineers. It manufactures hand drier that suits all wash rooms and make feel them better
(AIRDRI. 2019).
Key consideration of growth opportunities that provides benefits
Business goals: Goals are very important for each and every business that suggest and
shows path to meet with goal and increase the revenues. Growth opportunities are identifies with
vision and mission of AIRDRI. The main aim of AIRDRI is to manufacture and deliver the high
quality and luxury hand drier that can be used in wash rooms or hotels rooms. This will also
helps to increase number of employment such as organisation will hire more candidates in order

to get work done through employees in order to achieve organisation's goals (Bettinger and et.al.,
2016).
Customer needs and expectation: Now people are changing their demand and needs
according to fashion and changes. It would be beneficial for AIRDRI to know the demand and
give them preference that helps to increase number of customer by selling product and services.
It manufacture different types and designing of hand drier that helps to attract customer.
New technology: It is very important for all organisation that to adopt new technology in
order to produce new and innovative product according to customer demand and fashion.
Technology help to attract the customer to adopt new product and services by using new
machines and tools. Such as AIRDRI is hand drier manufacture company it need to adopt new
technology such as innovative products and attractive design that make feel them good. Such as
it planning to keep dry floor in few minutes and stay clean for long time. This idea will attract
mostly to woman who needs this and will increase demand.
Justification:
Since AIRDRI is a small medium enterprise want to grow and expand its business at
different place it need to focus above mentioned points such as by focusing on customer needs
and wants it can increase in number of sale by though selling product and services in a large
number. Moreover innovation is the way that helps to attract customer and to create economy of
scale. As AIRDRI is planning to bring new product that is floor drier that will be useful in
homes, hotels, restaurant, offices and all places. So the government will encourage this company
and will support to produce that kind of products (Caldeira and Holston, 2016).
AIRDRI is focuses on generic strategy that helps to create a sustainable performance in order to
make profits and attract customers such as-
Cost leadership: AIRDRI can adopt this strategy that helps to develop product and
services by reducing cost. It helps to increase profits by reducing cost, during charging company
average cost. Moreover, it is used to increase market share by charging low cost and make
profits. If AIRDRI apply this strategy it need to reduce cost of products that will helps to raise
number of customer by minimizing the cost. This strategy states that to sell the products and
services at lower cost that influence the customer and increase the number of customers.
Differentiation: It is used to create a new brand and product image that affects customers
in order to purchase the innovative products. AIRDRI is an existing company should provide

innovative products that helps to attract customer than competitors. For bringing new product
company need to make good research, development and innovation. Moreover, it need to deliver
high quality product and services. Such as AIRDRI is planning to innovate new product that is
Floor drier that will help to attract customer and will crack the competition by making
advantages. More over it will help to future growth by string branding and marketing skills.
Cost Focus: AIRDRI can also use this strategy by focusing on cost that can increase the
customers. This strategy is used on niche market by understanding the changes of market and
different needs of customers within organisation. In this market has low competition and focused
market that offers lowest prices to customers. It can help AIRDRI to make competitive
advantages but at low level because it offers low prices to attract customers that reduces profits.
Differentiation focus: In this strategy AIRDRI focused on niche market that is used to
deliver specific products or services. It often contains strong brand loyalty among members and
customers. To apply this strategy, it is very important that product should be unique in order to
sustain competition (Curtis and Scheurer, 2016).
From the above mentioned strategy it has been analyses that AIRDRI should adopt
Differentiation strategy that is used in broad market in order to attract customer by innovating
new products and services. By applying this strategy AIRDRI will produce unique product such
as Floor drier that will attract more customer and will gain competitive advantages to future
growth by serving innovative products. Moreover, this strategy will support future growth
because AIRDRI has excellent human resource and enough financial resources that will helps to
produce new products, and capabilities such as it has new innovation, process efficiency that will
help to adopt new technology idea in order to produce innovative floor drier. Additionally, it has
strong brand and excellent leadership that used core competencies in order to future growth by
using this in organisation. Moreover, AIRDRI is competent to build strong brand image by using
marketing mix strategy.
AIRDRI also focuses on external environment that increases opportunities for growth and
affect the business by using PESTLE Analysis such as-
Political: Political stability of UK helps minimize the challenges in AIRDRI organisation
that gives a great opportunity for global growth to its manager which is depend on expand trade
relation and provide employment to employees. If the UK's government will be stable then
AIRDRI can explore its business such it increase business activities at global market moreover it

need to maintain relationship with other country that will lead to explore the business in different
areas. It helps to develop country by creating opportunities of employment and reduce the
challenges. Such as the manager of AIRDRI creates relations with other country that will helps
to increase business activities in different country. For doing such it has to understand the
demand of other country should provide that kind of products as they wants.
Economical: AIRDRI's performance is depend on the situation of economy that may
affect its business by creating opportunities such as increasing wages in developing market, high
growth rate and economic stability. Economical stability of any country affects the business
organisation such as by increasing wages of employees in London will create an opportunity for
AIRDRI such as to make profit more by higher sale and prices. If wages of employees will
increase they will ready to buy more and will pay high amount that will helps to be sustain in
market by creating opportunity (Deyle, Chapin and Baker, 2017). Moreover it helps to gain
competitive advantages by satisfying the employees.
Social: AIRDRI can grow by creating opportunity such as it focuses on customer demand
and health and produce attractive product that increases number of sale and customer. As it
observed that there is demand of floor drier that keep floor dry for long time. AIRDRI need to
focuses on different culture of country and should adopt it that means it should provide products
according to country's culture that will lead to sustainable organisation and growth of the
industries by serving more countries.
Technological: Rising research and development investment can create opportunity and
threat for AIRDRI such as by increasing in R&D it can increase work efficiency and inventory
monitoring to deliver products by following operation management. Moreover it may be threat
such as it can create challenges and not easy to adopt new technology.
Legal: AIRDRI has an opportunity to increase its corporate image through matching
company's corporate social responsibility strategy with external regulation. Such as AIRDRI use
patent law that will helps to reduce patent related issues and also will reduce the chances of
coping the product (Földvári, van Leeuwen and Didenko, 2015).
Environmental: The rising interest in business environment may be an opportunity for
AIRDRI such as it improves its environmental by following corporate social responsibility which
consider product innovation and internal business process. Moreover, it enhance sustainability
programmes for competitive advantages.

All these factors affects the external environment and helps to gain the competitive
advantages such as AIRDRI is planning to bring floor drier not come yet at market place. It can
get copy right under legal factor that will be beneficial to prevent from copy the products. It will
helps to increase the benefits because no one can get copy its products.
P2 Evaluation of opportunities for growth by applying Ansoff's growth model
Ansoff growth matrix is a planning strategy that is used in small, medium and large size
of organisation to increase the potential growth opportunities of business and enhance
development. It states that growth of business is depend on whether is sells new and existing
products in new or existing market. It helps to evaluating the opportunities by applying and
innovating new product at different market place (Hrelja, Hjerpe and Storbjörk, 2015). It
suggest the growth strategy of AIRDRI such as-
Market penetration (Existing product in Existing Market): This is used to growth of
business by focusing on delivering existing products at existing market. It provides benefits to
maintain and increase the market share of existing products that help to achieve organisation
goals by setting pricing strategy, advertising and promoting the products. AIRDRI can adopt this
strategy to sell hand drier at UK that help to increase market share and will secure dominance of
growth market (Ansoff matrix. 2018 ).

Market development (Existing product in New Market): It helps to growth of
business by selling of existing products in to new market that will help to expand the business in
different country. AIRDRI can adopt this strategy by providing hand drier in other country in
order to expand the business and growth of business (Jones, Lieberknecht and Qiu, 2016).
Product development (New product in Existing Market): As the name suggest for a
growth strategy where a business purpose is to introduce new product in to old market. This
strategy is fruitful for business where the product need to be differentiate or innovate in order to
maintain competition. AIRDRI can use this strategy in order to expand the business by
manufacturing new product by emphasis on R&D and innovation, focusing on customer needs
and being valuable for customers who provides innovative products.
Diversification (New product in New Market): AIRDRI is planning to bring new
product at new market that will helps to maintain the relation with other country and will
increase competitive advantages. This means growth of business depend on the new products in
new market. This may be more risky because can move in to new market where it has no
experience. AIRDRI can adopt this strategy also that has chances of growth as well as facing
risk. Moreover, it helps to expand the business over the market.
From the above growth strategy it has been evaluated that AIRDRI should adopt product
development strategy that will helps to introduce new product at existing market. This strategy
will help to increase development of new competencies by innovating new product at existing
market. This strategy will be more suitable for AIRDRI because it planning to bring floor drier
that will attract customer will increase growth of business (Leick and Lang, 2018). AIRDRI has
number of human resources and financial resources to implement the business plan that will be
feasible for AIRDRI. This strategy will provide a benefit such as by manufacturing floor drier
customer get influence and will purchase more products.
LO2
P3 Assessment of potential sources of funding available to business and advantages and
disadvantages of each sources
Finance is the first needs of any business that decides which size and what business need
to do in order to make profits. Finance is the essential requirement in any organisation that helps

to sustain in competitive market (Sources of fund 2019.). AIRDRI is hand drier manufacturing
company arrange funds from different sources such as-
Venture capital: This is essential source of fund for small size of business that is used to
start a business. It provides financial support through investors to start up new business that have
beliefs for future growth and expanding business. Such as AIRDRI can use this sources to
produce new product like floor drier that has chances to increase number of sale and growth of
business.
Suitability: It helps to arrange capital from investors and provide them profits and shares
that increase value. It also give guidance to run a young business by arranging funds. AIRDRI
can make better business decision and growth of business by arranging funds from venture
capital.
Limitation: It creates minority ownership interest which is based on the size of
organisation and stakeholders, hence it may be drawback for AIRDRI to reduce its ownership by
applying this resources (Liepa-Zemeša and Hess, 2016).
The stock market: This is another way to raise funds from public market and stock
market. Company can listed on stock exchange that increase value of company and by issuing
shares it can arrange funds that help to assess for capital growth. AIRDRI has an option to get
listed on London stock exchange and arrange capital through issue of share in publicly.
Suitability: This is used to make high money through investment in securities that helps
to growth of business. Moreover, it in creases flexibility and liquidity. Such as AIRDRI can
increase money through high investment that will helps to maintain liquidity.
Limitation: It can create a business risk because market is not constant it can be volatile
that increase risk. Some times it has chances to crash the stock market as result loss.
Crowdfunding: This is used in small and medium enterprises to raise the funds through
investment, contribution and lending the short amount of money that helps to expand and growth
of business. If AIRDRI need to arrange the funds then nit can use this method that will helps to
achieve goals (MacLachlan and et.al, 2017).
Suitability:: AIRDRI requires low risk because low investment is requires in small size
of organisation. It helps to increase business idea, promoting the product and increase
technology that helps to arrange funds by selling new products.

Limitation:It is not good all stage because it takes too much time to arrange the funds.
So that it may be drawback for AIRDRI loss of money and time that increases risk of business.
Retail bonds: It is debt instrument which is issued by the company in order to collect the
capital for doing business. The bond purchaser receive a fixed amount of return for fixed period
of time and after completing the time it redeemed. So AIRDRI can also issue retail bonds in
order to arrange the capital that can use to run a hand drier business by bringing new product.
Suitability: It pay continuous or regular interest to investors that helps to increase value
of company as well as it increases creditworthiness. So it may be beneficial for AIRDRI to
collect the capital by issuing bonds for a fixed period of time (Mazza, 2017).
Limitation: It may be drawback such as if market value of AIRDRI is low then it has to
face low risk and low productivity. As result low creditworthiness that reduces profits.
Equity crowdfunding: This is also used to raise the funds from internal sources that
helps to develop business activities through potential business activities. AIRDRI can set up its
new business or expand its existing business by issuing equity shares. It is important assets of the
company this is used to increase the equity capital through equity sources.
Suitability: It help AIRDRI to arrange the capital from equity sources that helps to make
different from others. As equity shareholders are owners of the company can make effective
decision in order to make profitable organisation. Moreover, it helps to grow a business faster.
Limitation: It has demerits such as it may be complicated and costly for AIRDRI
because business decision is taken by number of equity shareholders and member that has
chances of mis communication (Rudolf, Kienast and Hersperger, 2018).
Reward crowdfunding: It is type of arranging funds for small business which is
collected from financial donation from individual in return for product and service. In this type
of sources family, business partners, customers and friends can contribute to run a business.
AIRDRI can arrange funds from reward crowdfunding that helps to arrange funds from donation
and increase business activities.
Suitability:This is cheapest method to arrange capital that does not need to collateral
security and credit check. Its process is simple which does not involves professional finance and
legal help. AIRDRI can raise funds by using Reward crowdfunding that will helps to gain
business operation and activities.

Limitation: It may be difficult to arrange donation from individual because business
needs a large amount of funding. If organisation not able to achieve goals then raised money can
be forfeit (Sadun, 2015).
LO3
P4 Business plan for growth of business by including financial information and strategic
objectives
As AIRDRI is a hand drier manufacturing company who manufactures hand drier for
customers and create customer loyalty by providing product and services. It may be difficult to
make higher profits due to high competition that reduces profits of AIRDRI organisation. New
innovation is the way to grab the opportunities that helps to be sustain in competitive market. For
growth of AIRDRI manager need to make planning that helps to crack the competition and
generate profits (Trasobares and et.al., 2016). For generating profits Aridri develop a business
plan that involves various stages such as-
Innovating new product: AIRDRI can grab the opportunity by innovating new product
such as floor drier which is not came yet market and will influence the customers in order to
purchase this products.
Finance required: AIRDRI need to arrange capital for manufacturing new products, it
can arrange funds from equity sources or other sources that will helps to raise funds and increase
productivity.
Describe clients: AIRDRI need to focuses on customer needs and want such as it finds
there is need to floor drier that is used at every place and stay dry for long time. It helps to save
the time and money of customers (Wear, 2016).
Define market strategy: For this AIRDRI should adopt product developme4nt strategy
that will helps to introduce from new products.
Selling new product and make profits: After manufacturing new product AIRDRI can
generate higher profit through selling innovative product.
It has been recommended that this development plan will be very effective for AIRDRI
that helps to meet with its vision and mission of the organisation.
Cash flow statement of AIRDRI that shows financial position of the company

Cash budget
Apr May Jun Jul Aug Sep Oct
Revenues 10645 20468 28320 13765 18404 35903 45902
expenses 4545
4772.2
5
5010.8
625
5261.4
05625
5524.4
75906
25
5800.6
997015
625 5893
Profit and loss 6100
15695.
75
23309.
1375
8503.5
94375
12879.
52409
375
30102.
300298
4375 40009
Nov Dec Jan Feb Mar
47205 53074 61507 63554 62582
3262 3388 7302 15000 29329
43943 49686 54205 48554 33253
Vision statement : Its vision is to provide innovative and attractive electronic item to customers
and make feel them good by supplying products and services. Its main vision is to become world
leader organisation and develop its products at international market.
Mission statement: Its mission is to increase large number of customer by expanding the
business activities at global market. The manager of AIRDRI focused on customer demand and
provide that kind of products.
Above mentioned cash flow of AIRDRI shows financial position of the company and
states profitability situation. The manager of AIRDRI prepares cash flow statement every year
that provide real and exact information.