The Context of Business: Report on Hummingbird Technologies (MN3042QA)

This report provides a comprehensive analysis of Hummingbird Technologies Limited, a UK-based startup specializing in artificial intelligence and remote sensing for the agricultural sector. The report begins with an introduction to the company, its location, revenue, and competitors. The main body of the report delves into a detailed SWOT analysis, highlighting the company's strengths (innovative products, return on capital, creative services, and customer satisfaction), weaknesses (limited services, investment needs, and limited reach), opportunities (green policies, emerging technologies, and new markets), and threats (competitors and new technologies). Furthermore, the report explores Hummingbird Technologies' approach to Corporate Social Responsibility, emphasizing its commitment to environmental protection and sustainable agricultural practices. The analysis also examines the company's innovative technologies, including the use of NDVI, GAI, and nitrogen management tools. The report concludes with recommendations for improvement and expansion, emphasizing the need for increased brand awareness and funding to foster sustainable growth. References to relevant books, journals, and online resources support the analysis.

The Context of
Business : MN3042QA

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
2.1 SWOT Analysis of Hummingbird Technologies Limited....................................................3
a. Strength...................................................................................................................................4
b. Weakness................................................................................................................................5
c. Opportunities...........................................................................................................................5
d. Threats.....................................................................................................................................6
2.2 Corporate Social Responsibility by Hummingbird Technologies Limited...........................6
2.3 Innovation and Creativity.....................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Technology is converting businesses, and they are force to change and adapt their
functions and methods of doing businesses. Information is easy to obtained and to device a
feasible strategy becomes easy (Zhang and et.al, 2017). In this report the company chosen for the
business evaluation is an start-up company named “Hummingbird Technologies Limited” and
was founded in year 2015. The Company is based on the Artificial Intelligence and remote
sensing technology in the field of agriculture. Crop data are collected and a detailed analysis
report is generated and provide to farmers. The data so provided helps farmers to create
strategies to grow healthy crops and improving quality. Hummingbird Technologies Limited
provides varieties of crop administration and control tools which gather detailed insights and
produce a report based on the analysis. The company is located in London, UK. London is a
capital city, which provide high connectivity and global access. The revenue of the company for
FY 2018 is £0.259 million. Main competitors are PEAT, Evergrow, ec2ce, CropLogic. Further,
in this report SWOT analysis of the company is presented along with the description of the use
Corporate social responsibility by the company. An evaluation of the innovation and creativity in
business is highlighted. Lastly, recommendations are provided for the improvement and
expansion of the business.
MAIN BODY
2.1 SWOT Analysis of Hummingbird Technologies Limited
The analysis of the internal and external environment the company operates is known as
SWOT. Through performing internal analysis Hummingbird Technologies Limited is likely to
find out its strength and weaknesses. The external analysis helps to find out the opportunities
arises and the emerging threats for the company (Gürel and Tat 2017).

a. Strength
The strength of the companies shows the advantages they have and how a company is
different from that of the companies in the same industries. From the analysis of the
Hummingbird Technologies Limited the strengths are as follows:
Innovative Products
The company is offering innovative products based on Artificial Intelligence and remote
sensing. These products and technologies are in the developing and on emerging stage.
Hummingbird Technologies Limited use tools that collect data of the agriculture fields and crops
using planes, Unmanned Ariel Vehicles and satellite. The data then analysed using analytics soft-
wares. The unique services that the company offers through technology provide a different
identity in the industry.
Return on Capital Employed
Company is able to gather new projects and investors are taking interest in the company.
As the company is generating relatively high cash-flows from the execution of capitals.
Creative Services Portfolio
Hummingbird Technologies Limited provide varieties of services to the farmers and
agriculture experts throughout United Kingdom, Australia, Brazil, New Zealand, Russia and
Ukraine. These services are as follows:

 Yield Prediction
 Plant Population Maps
 Green Area Index
 Sclerotinia Application Map and so on.
Customer Satisfaction
The company's customers are finding the technology relatively easy to use. The tools and
services the Hummingbird Technologies Limited offers are simple to integrate with the
machinery. The company is successfully generating a sense of satisfaction among the customers
(Mahmoud and et.al, 2018).
b. Weakness
The weakness of the companies shows the disadvantages they have and how a company
is lagging behind from that of the companies in the same industries. From the analysis of the
Hummingbird Technologies Limited the weaknesses are as follows:
Limited services
The Hummingbird Technologies Limited services offerings are for the purpose of
agriculture only. The company is new and it not yet able to innovate and bring new technologies
and services outside their field of work. It did not allow the company to explore new areas and
perform diversification process.
Investment Need
The Hummingbird Technologies Limited is a start-up company, so it has limited capital
to use. The company is in developing stage and not able to generate good revenue to perform
expansion. The company is relied on the investors' funding for this purpose.
Limited Reach
The company is able to provide and expand its service offerings in the six countries i.e.
United Kingdom, Australia, Brazil, New Zealand, Russia and Ukraine. Which only gives the
company limited reach throughout the world.
c. Opportunities
The opportunities are the possibility the company have to develop and bring change
(Vlados and Chatzinikolaou, 2019). From the analysis of the Hummingbird Technologies
Limited the opportunities are as follows:
Green Policies

Governments and societies across the world starting to shifted toward the environment.
New green policies are developed that provide access and testing fields for the innovative start-
ups. So, it provides Hummingbird Technologies Limited an opportunity to develop.
Emerging Technologies
Invention and development of new technologies helps to create better lifestyle. These
technologies are embedded in the day-to-day life and ease the task of human beings.
Hummingbird Technologies Limited is creating such technologies to ease the task and improving
crop yield.
New Markets
The economies around the globe are continuously developing and accepting innovative
and new ideas. It gives Hummingbird Technologies Limited an opportunity to explore different
economies and develop and grow itself.
d. Threats
The threats are the possible reasons that severely effect a company in the industry. From
the analysis of the Hummingbird Technologies Limited the threats are as follows:
Competitors
With the technological advancement and easy availability of finance, new companies are
emerging rapidly. For Hummingbird Technologies Limited it posses a treat as they decrease the
market share of the company and also decrease revenue of the company. Some companies are
PEAT, Evergrow, ec2ce, CropLogic.
New Technologies
Development of new technologies posses great threat to Hummingbird Technologies
Limited as the whole process of the company is functioning on the use of technology. New
technologies replace the existing technologies rapidly and the company has to be on par with the
new technologies and adapt accordingly.
2.2 Corporate Social Responsibility by Hummingbird Technologies Limited
Environment protection and reduction of carbon footprints is ongoing trend around the
globe. The governments of the countries are developing policies that make compulsory part for
the companies to perform activities to protect environment and develop techniques to reduce
carbon footprints. Hummingbird Technologies Limited is continuously developing new
technologies and searching for the ways to embed these technologies into the activities that

increase productivity and make sustainable use of the agriculture fields (Wang and Sarkis, 2017).
Also, the company create awareness to the farmers that technologies can be used to reduce waste
and generate less carbon. Also, the use of technologies that helps to reduce soil pollution by
providing detailed report of the crop health and the need for the nitrogen based fertilisers and
pesticides. These create great threat to the environment. The company provides metrics that
helps to reduce the usage of these chemical based products and create an environment that
improve the crop field productivity.
2.3 Innovation and Creativity
Hummingbird Technologies Limited introduces innovative technologies for the purpose
to deliver services to the farmers and crop experts. The systems and methods used are as follows:
1. Use of Normalised Differentiation Vegetation Index (NDVI) technique to provide
detailed analysis of the field variation. It helps in identifying deficiency in nourishment of
the crop, disease detection and taking decisions.
2. Green Area Index (GAI) helps in to manage canopy for oilseed crops. The system shows
the targeted areas for the use of nitrogen based fertilisers and repulsion of fungi on the
crops.
3. Nitrogen managing tool provide details for the use of nitrogen in crops. It helps in
reduction of nitrogen pollution and increase in crop yield. The technology exactly mark
areas to apply fertilisers and also decrease drainage of nitrogen in water-bodies.
Along with it the company provides variety of analytics services viz. Desiccation Zoning,
Variable Rate late Season Growth Regulators, Wide Row Grass-weed Mapping, Irrigation
Mapping and so on. These services generate great values to the farmers and crop experts and
helps in increasing quality and productivity (Nakano and Wechsler, 2018).
CONCLUSION
In the end from the above analysis it is being concluded that the company Hummingbird
Technologies Limited is offering vast varieties of services with the use of Ariel technologies in
the field of agriculture and crop production. The use of data collection and analytics for the
purpose of improving and generating quality crop production is developing new paths fort he
farmers to manage crop yield. The company is in its developing stage and thriving to provide
innovative solutions to the population around the globe. Many of the economies of the country

brings and applied green policies, which gives the companies that functioning in these industries
to expand their reach. From the SWOT analysis is has been found out that the company have
several advantage like innovative products to gather field information and its services portfolio is
diverse. On the contrary, the company strive for finance to expand and achieve sustainable
growth. The company also able to expand its reach to six countries viz. United Kingdom,
Australia, Brazil, New Zealand, Russia and Ukraine (Farming for the future, 2020). Although
environment protection policies brings the new horizons for the company to innovate new
products and services that brings reforms and help to reduce pollution. At the end the company
to achieve success it has to create more awareness and brand generation. This will helps to gather
more funds and increase reputation of the company.

REFERENCES
Books and Journals
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research, 10(51).
Mahmoud, M. A., Hinson, R. E. and Anim, P.A., 2018. Service innovation and customer
satisfaction: the role of customer value creation. European Journal of Innovation
Management.
Nakano, T. D. C. and Wechsler, S. M., 2018. Creativity and innovation: Skills for the 21st
Century. Estudos de Psicologia (Campinas). 35(3). pp.237-246.
Vlados, C. and Chatzinikolaou, D., 2019. Towards a restructuration of the conventional SWOT
analysis. Business and Management Studies. 5(2). pp.76-84.
Wang, Z. and Sarkis, J., 2017. Corporate social responsibility governance, outcomes, and
financial performance. Journal of Cleaner Production, 162, pp.1607-1616.
Zhang, L., Pei, D. and Vasarhelyi, M. A., 2017. Toward a new business reporting model. Journal
of Emerging Technologies in Accounting. 14(2). pp.1-15.
Online
Farming for the future, 2020. [Online]. Available through: <https://hummingbirdtech.com/>
Hummingbird Technologies General Information, 2021. [Online]. Available through:
<https://pitchbook.com/profiles/company/186709-60#signals>