Planning for Growth: Evaluating Opportunities for CaféPod's Expansion

This report focuses on CaféPod, an independent coffee firm, and its strategic planning for growth. It analyzes key considerations for evaluating growth opportunities, including the application of the Boston Consulting Group (BCG) and GE/McKinsey matrices, with recommendations for the latter due to its comprehensive approach. The report also examines the Ansoff Matrix, detailing market penetration, product development, market development, and diversification strategies suitable for CaféPod. Furthermore, it explores potential sources of finance, such as venture capital, outlining their benefits and drawbacks. The report aims to provide a detailed overview of growth strategies and financial planning essential for the expansion of a small to medium-sized enterprise (SME) within the competitive coffee market.

Planning for Growth

Table of Contents
INTRODUCTION.....................................................................................................................................3
LO 1............................................................................................................................................................3
P1 Key considerations for evaluating growth opportunities....................................................................3
P2 Evaluation of growth opportunities using Ansoff Matrix...................................................................5
LO 2............................................................................................................................................................7
P3 Potential sources of finance with their benefits and drawbacks..........................................................7
LO 3 and LO 4...........................................................................................................................................9
(Covered in PPT).....................................................................................................................................9
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

INTRODUCTION
Planning for Growth can be defined as a strategic activity that enables an organization to
monitor and track the overall growth of its revenue. It also allows effective utilization of
resources within a company and thereby gain a competitive advantage against competitors.
Planning helps in identifying markets that have the potential to grow and can equally contribute
to the expansion of a business (Göçme and LaGro Jr, 2016). Planning for growth not only helps
in devising strategies for companies but also expanding their business across different markets in
order to increase profits. Organization chosen for this report is CaféPod, which is an independent
coffee firm that is based in South London and was founded by two friends in the year 2011. The
company came into existence as a result of mutual love of the founders, Peter Grainger and Brent
Hadfield for coffee. CaféPod aims to become the number one coffee retailer across the United
Kingdom by offering high quality coffee products to the customers. The report analyses the key
points that SMEs should consider while evaluating various growth opportunities and also
assesses different methods of funding available to organization along with their benefits and
drawbacks
LO 1
P1 Key considerations for evaluating growth opportunities
Weather it is a small or a large business, it comes across various opportunities during its
lifetime. These opportunities can either be of growth in an existing market or expansion in a
completely new market (Sparkman, 2018). Since CafePod is currently a small business, it should
take various considerations into account while evaluating growth opportunities which are
explained below with the help of relevant models.
Boston Consultancy Group Matrix
Respective model is designed in order to help organizations develop effective long-term
strategic plans. Companies can review their product portfolios in order to consider various
business growth opportunities (What Is the Growth Share Matrix?, 2020). The BCG matrix was
developed by Bruce Henderson in the early 1970s based on the logic that market leadership can
result in higher sustainable returns. It comprises of four quadrants that represent a particular
combination of the relate share in the market. The quadrants are cash cows, dogs, stars and

question marks. The matrix is also known as the growth-share matrix and it helps in
understanding which organizations a firm should invest in and vice versa. One of the main
advantages of the matrix is that it will help CafePod in allocating its resources effectively so as
to build an efficient business.
GE/McKinsey Matrix
McKinsey and Company developed a nine-cell matrix along with General Electric in the
1970s which came out to be known as GE/McKinsey matrix. The model offers a systematic
approach to different multinational companies to evaluate their business portfolio as well as
prioritize investment for each unit of business (Thornley, 2018). The history of the
GE/McKinsey matrix goes back to 1970 when General Electric was managing a huge portfolio
of products that were not related to each other. Due to complexity and difficulty faced by it, the
company consulted McKinsey and Company, as a result of which respected model was
developed. Advantages of this model are that managers of an organization can become more
aware of how different units of their business perform and also helps in identifying strategic
steps that can be taken to improve overall business portfolio performance.
Differences between BCG Matrix and GE/McKinsey Matrix
Although both BCG as well as GE/McKinsey models are very similar to each other and
are used to evaluate the products as well as portfolio of a company, they still possess some
differences. Some of the main differences are that while BCG is a growth matrix and represents
the same that a company enjoys, GE/McKinsey matrix on the other hand, assists companies in
formulating effective strategies. Number of cells present in a BCG matrix is four while that in a
GE/McKinsey matrix is nine (Difference Between BCG and GE Matrices, 2020). Nine cells in a
matrix provide a better understanding as well as a better portrait. The main objective of the
Boston Consulting Matrix is to help firms allocate the various resources available with them in
different business units while McKinsey matrix aims to prioritize investment among various
units of a business. The BCG matrix makes use of a single measure unlike the other model to
evaluate the market share as well as overall development. There are only two types of
classifications in the BCG matrix, namely high and low. Whereas the GE/McKinsey matrix
comprises of three classifications- strong/ average/weak and high/medium/low. Therefore, it can
be said that the latter is an improved version of the BCG matrix and thus, has less limitations.

Recommendations
After evaluating the above metrices, although CafePod can make use of both of them. It
is still recommended that the company opts for the GE/McKinsey matrix in order to get a better
understanding and also it uses various factors to evaluate the attractiveness as well as business
strength of the industry. On the other hand, if CaféPod uses Boston Consulting Group Matrix, the
managers of the company will be able to monitor the balance between its current portfolio. Also,
the model is easy, simple to understand and provides a base to formulate and devise future plans.
But it is recommended that the respective company adopts GE/McKinsey matrix as it comprises
of 9 cells which means that it takes many factors into account. Also, if the company has
previously used the BCG matrix, it will not be difficult for it to understand and implement this
matrix as it is somewhat similar to that model. GE/McKinsey is a flexible model and helps in
assessing the attractiveness of coffee industry. Also, the model operates on complex portfolio of
products as compared to the BCG matrix which means that the results that are obtained are much
more accurate and reliable as well. Thus, if CafePod wants to maximize its overall results by
putting in minimum efforts, it is recommended to use the GE/McKinsey matrix.
P2 Evaluation of growth opportunities using Ansoff Matrix
Ansoff matrix is a business management model that assist the firm in making decision
and provide various growth opportunities by making a competitive position across the globe
(Clarke, 2016). It consists of four strategies such as market development, production
development, penetration and diversification and also aids in making an appropriate planning so
as to achieve sustainable long-term growth within a market. Café Pod is a renowned independent
coffee company in London that majorly aims to satisfy the needs of customers. In the context of
Café pod, the manager uses the four strategies of Ansoff matrix that are presented as follows:
Market Penetration: this strategy emphasizes on capturing the large market by selling its
products in well-established market. The aim to this strategy is to gain market share by achieving
a competitive position in different parts of the country. With reference to Café Pod, the manager
focuses on promotional methods to create an awareness and also decrease the prices of products
in order to increase market share by attracting large group of existing or new customers. This
help the firm to boost sales and thus increase the profit margin within the café industry. At the

same time, it does not make changes in product in a dynamic environment and does not focus on
expansion of market.
Product development: this strategy emphasizes on introduction of new products within the
well-established market (REZAEI, M., KHAVARIAN and GHAFURZADEH, 2016). This
require research and development and current market trends so as to provide effective solutions
to fulfil the requirements of existing market. In the context of Café Pod, the manager would
launch new products such as a premium coffee that is made with antique beans and provide
excellent services to gain large access of customers across the globe. The respective firm would
also use low fat sugar in coffee as today consumers are more diet conscious, this help in
increasing the sale of products and gain positive reputation at a global level. Also, this helps to
create product differentiation and win the heart of hungry coffee consumers at a global level. At
the same time, the firm is not focusing on expansion so as to generate more customers from
different parts of the country.
Market development: this strategy emphasises on rendering well developed products in
new market segments. The expansion could be done either by domestically or internationally to
cater the new segments of customers across the globe. The manager of Café Pod has expanded
their market in Europe and other places across the globe by having coffee shops all over the
world so as to gain large market share and also emphasises to deliver excellent services so as to
gain maximum customer satisfaction. The firm is engaging on providing the same products at
different market segments at various places and deliver unique solutions to their clients in an
effective manner. At the same time, the firm does not focus on providing new products so as to
meet the taste and preferences of customers.
Diversification: This strategy emphasises on providing new and innovative products in new
market segments. This is a risk associated strategy because if new product is not liked by the
consumers and also if new market does not generate sales then it could suffer huge losses within
the market (Gurcaylilar-Yenidogan and Aksoy, 2018). The new plans made by the manager of
Café Pod to introduce new varieties of food range to tap into new segments of market help to
gain large access of customers across the globe. The opportunity to expand the business might
result in huge loss of a company and hamper the future growth opportunities within the confines
of food and beverages industry.

From the above strategies, the senior position of Café Pod uses the product development
strategy by introducing new products such as rare beans that help in making an excellent coffee
and provide good taste as it fulfils the requirements and preferences of large group of customers.
This also increases the sale and profit of the company and provide thus provide growth
opportunities and increases the goodwill of the company. This enhance the smooth operation of a
business and increases the efficiency and productivity in different parts of the country.
LO 2
P3 Potential sources of finance with their benefits and drawbacks
There are various sources of funds such as bank loan, venture capital, crowdfunding and so on
that help the firm to raise funds for expansion, diversification and modernization of funds
(Gradisher, and et. al., 2016). Finance is considered as the life blood of a business that aids in
decision making and fulfil the requirements of working capital so as to achieve a competitive
position across the globe. The sources of funds depend on the size and scale and also timing and
interest at it provide assistance in making optimum utilization of these resources. Choosing the
right source of funds at an appropriate time is considered as the major role of finance manager.
With reference to Café Pod, the manager uses the following sources of funds that are given
beneath:
Venture capital: It is a most popular mode of financing that allow investors or small
entrepreneurs to make investment in startup companies for achieving long term growth potential.
It provides easy accessibility of funds and the role of venture capitalist is to control the decisions
of a company. The manager of Cafe Pod considered this method of finance which provide future
opportunities and also help in maintaining an effective cash flow of a company.
Advantages: Venture capital help firms to raise large amount of money and also it does not
require to pledge personal assets of an individual. Another merit is that it helps in rendering
experienced and professional advices so as to run smooth operation of a business that builds
large network and also aids in solving day to day problems of a firm.
Disadvantages: One of the major drawbacks is that lack of secrecy is maintained as the
whole idea is shared by the owner and is also regarded as expensive source of financing. It is
difficult method of financing and also there is loss of ownership to the company. Another

drawback is that founders who are not experienced or not engage in maximizing the wealth of
shareholders results in huge loss that is suffered by business firms.
Crowd funding: It is defined as the process of small amount of capital from various group of
individuals to finance a new business through the use of social media and other respective sites.
In other words, it brings investors and entrepreneurs together to raise various small amount of
funds by meeting the requirements and also provide easy accessibility of networks so as to
increase the efficiency of a firm. With reference to Café Pod, the following pros and cons are
given as follows:
Advantages: one of the biggest advantage of Crowd funding is that it consist of less risk
and social media is becoming very popular source for creating an awareness of business and
provide an excellent opportunity to increase the pool of earnings within the market and also aims
to provide an effective solutions to the problems of clients.
Disadvantages: this source of financing is regarded as expensive and time-consuming
method and there is a possibility that someone could copy the idea that bring rise to conflicts
among the firms. Also, this method does not suit for all kind of businesses and the owner has to
pay several fees so as to meet their goals on the business platform.
Bank loan: this source is most common in today’s era as it helps in providing medium or long-
term finance depending upon the requirements of a firm. In other words, it is the sum of money
that is borrowed by the borrower at a certain period of time at cheap rate of interest for the
reason of paying debts or diversification of a business. The manager of Café Pod uses this source
of financing for expanding their business operations and thus achieve sustainable growth.
Advantages: One of the greatest advantages of bank loan is that interest is considered as a
tax deductible and charges low rate of interest.
Disadvantages: It is regarded as time consuming because it requires lot of formalities and
document procedure which become cumbersome for the owner to take loan. Also, the rate of
interest varies according to he conditions of market which become difficult to determine the
future payments.

Angel investors: It is regarded as a high net worth investor who provide funds basically for
start-up companies and also provide growth opportunities to a firm. In other words, it provides
large amount of capital in return for convertible debt. The manager of Café Pod uses this method
so as to raise funds and thus provide growth opportunities to a business.
Advantages: It provide a great ease of convenience to their clients as everything is
conducted online thus reduces the paper work (Wang, 2016). Another advantage provided is that
it helps in building network and also render the guidance and support of experts in business.
Disadvantages: The drawback of angel investors is that the control of founder is
minimized and rapid growth is expected to be limited. Also, sometimes the terms and conditions
are not clear which creates the confusion and misunderstandings and thus results in conflicts
among the group of individuals.
LO 3 and LO 4
(Covered in PPT)
CONCLUSION
From the above report, it can be concluded that businesses that are successful frequently
monitor and review their overall performance from time to time and also take measures if a
sudden uncertain situation comes up. Once performance is analyzed various effective measures
are taken to minimize the impact of various threats. There are various models lie BCG matrix,
GE/McKinsey matrix, Ansoff matrix that can be used too identify various opportunities as well
as threats. Ansoff matrix, if adopted can help in identifying various growth opportunities so that
the business can be expanded and thus profitability, revenues can be increased. Lastly, in order to
build a sustainable and profitable business, various sources of funding like angel investors, bank
loans etc. can be availed. All these sources have their own benefits as well as drawbacks and
therefore should be utilized carefully.

REFERENCES
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Online
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