Commercial Awareness Report: Midsummer's US Market Expansion Strategy

This report analyzes Midsummer Dream's limited company's expansion plans into the US market, focusing on commercial awareness. It begins with an explanation of limited liability and its comparison to sole trader companies, followed by a discussion of the purpose of audits and the roles of non-executive directors. The report then differentiates between leadership and management, defines the roles of a CEO, and analyzes the impact of skills and experience. It identifies global institutions, addresses cultural issues, and outlines political and social factors influencing Midsummer's plans. Furthermore, the report explains marketing terms, including the 4Ps, and recommends various marketing approaches, providing benefits and drawbacks. The report provides a comprehensive overview of commercial awareness, strategic planning, and market analysis for business expansion, with a specific focus on the challenges and opportunities faced by Midsummer in the US market.

COMMERCIAL AWARENESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
QUESTION 1..................................................................................................................................1
A). Explaining the meaning of limited liability and comparison with the Sole trader company.
.....................................................................................................................................................1
B). Determining the purpose of audit and reasons behind investor like Globe have interest in a
company.......................................................................................................................................2
C). Ascertaining benefits and drawbacks of Ophelia’s joint role of CEO and Chairman...........2
D). Defining a non-executive director.........................................................................................3
E). Determining two benefits of non-executive directors............................................................3
F). Remuneration packages for a sales director...........................................................................3
QUESTION 2..................................................................................................................................3
A). Ascertaining the differences between leadership and management......................................3
B). Defining the roles of CEO with context of Midsummer.......................................................4
C). Analysing the impacts of skills, attributes and experience in a CEO....................................4
QUESTION 3..................................................................................................................................4
A). Identification of a global institution which helps organisation to establish and generate
consumers....................................................................................................................................4
B). determination of three cultural issues must be considered by Midsummer operating trading
overseas as well as example of one another country...................................................................4
C). Disusing the ways to overcome with the cultural issues.......................................................5
D) Demonstrating the three political and social factors which will influence Midsummer’s
plan..............................................................................................................................................5
QUESTION 4..................................................................................................................................5
A.) Explaining terms of marketing along with example of 4 P’s to be used by business...........5
B). Recommending the three different ways for which explaining the benefits and drawbacks 5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In relation with developing the operational ability of firm as well as expanding it on global
level require effective internal analysis. Thus, in respect with analysing the operational abilities
of the firm there will be requirement of determining the financial ability and aspects of firm in
meeting the goals at the right time. In the present report, there will be discussion based on
Midsummer Dream’s limited company which are planning expand the business in US. Moreover,
there will be analysis over the US market and the legal requirement which are to be meet by the
firm in order to achieve the targets.
QUESTION 1
A). Explaining the meaning of limited liability and comparison with the Sole trader company.
Limited Liabilities:
A limited liability business is separate legal entity to its shareholders. Thus, company
offers limited proportion of shares among the investors on which they sales their marketable
securities and generate the adequate amount of funds for the operations. Midsummer will be
denoted as the limited liability business on which they will offer shares among the public as per
having potential investment for capital collection in organisation.
In comparison with the sole trader businesses there are various differences which are to be
seen in business such as liabilities issues. Therefore, there can be various advantages to the sole
trader business such as liabilities issues, tax issues and return of tax (Khuong and Chau, 2017).
Thus, in respect with this facts Limited liability organisation have enough amount of capital
which enables them in making appropriate payment to tax and debts of the right time.
Differences between Public limited companies and private limited companies
Private limited company
 There will be limited number of
shareholder to the company such as 2 in
the organisation as well as total of 50
shareholders
 There is various restriction as shares
cannot be transferred easily (Difference
between a public limited company and
a private limited company, 2016)
Public limited Company
 These industries are best in terms of
capital structure management as there
will be at least 7 shareholders as well as
here will be no restriction or limits on
the number of shareholders.
 It facilitates the effective platform for
the transaction of shares.
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 There will be requirement of at least 2
directors as it is a partnership business.
 Commencement of operations to be
done after incorporation of company
 There will be ate least 3 directors to the
organisation as it operates as
corporation.
B). Determining the purpose of audit and reasons behind investor like Globe have interest in a
company
To represent the information among investors as well as disclosing the financial
performance of the organisation throughout a year will be adequate and helpful in terms of
attracting them for making investment (Palumbo and et.al., 2017). Audit of the accounts is
necessary for analysing the abilities of firm in making returns to the shareholder as well as
operating the business activities.
However, with respect to analyse interest of Globe which is suggesting Midsummer for
making regular audit which will be helpful to investors in analysing financial health of business
in context with its profitability, efficiency and liquidity.
C). Ascertaining benefits and drawbacks of Ophelia’s joint role of CEO and Chairman
The joint role of CEO and Chairman in Midsummer may have higher responsibilities as
well as talent required in the jobs. Thu, in respect with analysing the consequences and impacts
of such role which are to be played by a single person on which determination of roes in three
different manner can be ascertained such as:
Executive Compensation: There will be several obstacles and issues arise as the board
person is required to be independent on which if they are also chairperson to the organisation
then they are abusing the use of their position in frim (Özüdoğru and et.al., 2018). Moreover,
there will be chances of having higher conflicts of interest as CEO is voting for own
compensation.
Corporate Governance: In respect with analysing the main roles for the organisation in
respect with monitoring the operations of business which operations on the conjunction.
Therefore, a CEO is on management position which
Audit Committee independence: A CEO is responsible for the operational planning and
determining the financial health of the organisation. Thus, the have rights to make plans and
policies which are in respect to make effective audit committee.
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D). Defining a non-executive director
The non-executive director in the organisation have been engaged in the organisation as a
board member but not a member of executive management team (Ariprahara and Maulina,
2017).
E). Determining two benefits of non-executive directors
There have been several benefits of a non-executive director such as:
 They have higher experience and skills which brings capabilities in terms of operating the
industrial activities.
 They create connection between aim and efforts of the organisation as well as keeps the
management on check (Goswami and et.al., 2017).
F). Remuneration packages for a sales director
There are several discussions based on facilitating the adequate salaries to the sales director
of Midsummer. Therefore, in respect with analysing the efforts made by a sale director there will
be payment of £42500.
QUESTION 2
A). Ascertaining the differences between leadership and management
Basis Leadership Management
Meaning This is a technique as well as
method for encouraging
people for effective leadership
It has been considered as an
art which defines techniques
to manage the operations as
well as completion of work.
Focused on It approaches towards
inspiring and motivating
people (Differences Between
Being A Leader and A
Manager, 2016)
It is based on task orient
determination where
management and completion
of tasks at the right time is the
main priority.
Works as Influences Ruling the work
Motive Improvements, innovation and
reforms in work
Completion of work before
deadline
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B). Defining the roles of CEO with context of Midsummer
There have been various roles and responsibilities of a CEO which must be considered by
Midsummer such as:
 They are responsible for planning development of corporate strategies of the organisation
 Policy making and internal operational control (KOLCZYŃSKI, 2018).
 Maintenance of company standards which will lead the company to have effective
management and economic control.
C). Analysing the impacts of skills, attributes and experience in a CEO
For becoming an eligible candidate of CEO position, one needs to have appropriate
experience and effective communications skills which will inspiring and attractive to entire
workforce (NUGRAHA and SETYANTO, 2018). They must have power for controlling,
planning and organising the efforts of employees to retain goals.
QUESTION 3
A). Identification of a global institution which helps organisation to establish and generate
consumers
There have been various institutions which are making effective efforts for developing the
small-scale industries in world with a motive to develop such businesses (Khuong and Chau,
2017). In US there is American Marketing Association while for international level the World
Trade Organisation helps organisation in trading overseas businesses.
B). determination of three cultural issues must be considered by Midsummer operating trading
overseas as well as example of one another country
In consideration with the expansion of business from one nation to another nation there will be
various barriers which are required to be considered. If Midsummer plans to expand the business
in US there will be obstacles relevant with several economic elements such as:
 Manner and customs
 Laws and policies
 Social institutions
C). Disusing the ways to overcome with the cultural issues
Midsummer is required to be clear and accurate regarding their offering and trading
activities in US. They have to make market research in respect with learning the culture.
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D) Demonstrating the three political and social factors which will influence Midsummer’s plan
To make operating efforts in US where Midsummer has to considered various factors and
the issues relevant with them such as:
Political:
 Tariffs
 Corruption level
 Bureaucracy
Social:
 Knowledge and education level
 Religious influences
 Income and wealth of society
QUESTION 4
A.) Explaining terms of marketing along with example of 4 P’s to be used by business.
There can be various techniques which are required to be implicated by Midsummer with
respect to develop brand image of organisation in US
Product: Midsummer is facilitating various cosmetic products among the society such as
perfumes, lotions and candles which are required to be unique and costs effective in US market.
Price: The prices are to be decided by the professionals which must be challenging to the
competitors (Palumbo and et.al., 2017).
Place: It has been decided to make expansion in US therefore, selecting the areas must be
convenient to consumers as well as for business with respect to suppliers.
Promotion: Use of effective channel for marketing the business such as social media,
offline advertisements etc.
B). Recommending the three different ways for which explaining the benefits and drawbacks
There have been various positive and negative impacts which are required to be considered
by the Midsummer which will be effective and administrative to have effective control over
operational aspects of business.
CONCLUSION
On the basis of above report, it can be said that, there are various matter which are required
to be considered by the professionals of Midsummers with respect to make effective commercial
strategies. Report was based on suggesting effectiveness of leadership and managerial activities
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in business as well as analysis over new market which they would planned to operate trade
activities.
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REFERENCES
Books and Journals
Khuong, M. N. and Chau, N. T. K., 2017. The Effect of Event Sponsorship on Customer’s Brand
Awarness and Purchase Intention—A Case Study of Toyota Vietnam. Review of
European Studies. 9(1). p.148.
Palumbo, F. and et.al., 2017. Power-awarness in coarse-grained reconfigurable multi-functional
architectures: a dataflow based strategy. Journal of Signal Processing Systems. 87(1).
pp.81-106.
Özüdoğru, A. G. and et.al., 2018. How Industry 4.0 Changes Business: A Commercial
Perspective. International Journal of Commerce and Finance. 4(1). p.84.
Ariprahara, G. and Maulina, R., 2017. The Visual Strategic of Government Health Warning
System with Public Services Advertisement at Cigarette Packaging in
Indonesia. Journal of Engineering and Applied Sciences. 12(2). pp.430-438.
Goswami, P. and et.al., 2017. Frequency and variation of neural tube defects at Liaquat
University Hospital Jamshoro, Sindh, Pakistan. International Journal of Research in
Medical Sciences. 3(7). pp.1707-1711.
KOLCZYŃSKI, P., 2018. The new European Union space policy in order to maintain Europe's
position among space leaders. Centre for European Studies (CES) Working
Papers. 10(3).
NUGRAHA, A. and SETYANTO, R. P., 2018. The Effects of Vlogger Credibility as Marketing
Media on Brand Awareness to Customer Purchase Intention. JOURNAL OF RESEARCH
IN MANAGEMENT. 1(2).
Online
Difference between a public limited company and a private limited company. 2016. [Online].
Available through :< https://www.quora.com/What-is-the-difference-between-a-public-
limited-company-and-a-private-limited-company >.
Differences Between Being A Leader and A Manager. 2016. [Online]. Available through :<
https://www.forbes.com/sites/williamarruda/2016/11/15/9-differences-between-being-a-
leader-and-a-manager/#1bd028ea4609 >.
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