University Business Report: Esskay Cars - Small Business Management

This report provides a comprehensive analysis of Esskay Cars, a small business operating in the UK's transportation sector, specifically offering taxi services. The report begins with an introduction to small business management and then delves into the background of Esskay Cars, examining its operations, competitive landscape, and growth. It analyzes whether Esskay Cars qualifies as a small business, its competitive advantages, and its position within the industry. A detailed SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is presented, highlighting the internal and external factors affecting the business. The report also explores the marketing strategies employed by Esskay Cars, including social media advertising, app services, and operational management. The report includes a business portfolio based on theoretical knowledge, offering recommendations, and concluding with a summary of the findings. This report is a valuable resource for students studying business management and entrepreneurship, offering insights into the challenges and strategies of a small business in a competitive market.

SMALL BUSINESS
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Explaining why chosen business may or may not qualify as a small business..................3
2. General background of chosen business and the way it competes within its sector..........3
3. Drafting of business portfolio on company based on a rigorous, comprehensive and detailed
knowledge base of theory.......................................................................................................5
4. Recommendations..............................................................................................................9
5. Conclusion..........................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Small business management plays a vital role for small business enterprise as it helps the
firm in driving different ways of managing business functions. Esskay Cars is a small business
enterprise which offers taxi services at minimal process and is growing at a very fast pace.
Further the report will outline background of Esskay Cars in which, it will analyse, evaluation
and success of small business firm. Besides, the report will evaluate SWOT and competitive
advantages. Moreover, it will identify marketing strategies to analyse its growth and
development.
TASK
1. Explaining why chosen business may or may not qualify as a small business
 Reason for choosing particularly business: The reason for choosing Esskay Cars as a
small start-up business is that it is growing powerfully by being considered as small start-
up. It is growing and becoming more powerful with the success of cab services, other taxi
cabs are facing competition (Schaper and et.al., 2014). Also, it runs from more than one
third of the country. It operates services in the United States. This is to elaborate more
upon the selection of this specific business where Esskay Cars is referred to be one of the
reputed cab taxi provider in London. It has acquired a huge fame in very less time period
and has therefore chosen as one of the most deserving start up business, preferred by a
large number of users.
 Categorised as a small business in UK: It is started as small business start-up in
transportation sector. It is growing in the most powerful form across countries.
2. General background of chosen business and the way it competes within its sector
Following are the facts and information of Esskay Cars that have been detailed in this report:
Name of the business: Esskay Cars.
When was the business established: London in May 2010.
Where it is located: It mainly operates in all chief areas of London.
What products /services does the business offer: Providing economical minicab facilities.

Which industry does the business operate: It operates in the travel industry of UK.
Who are the owners of the industry: It is owned by Saghir Ahmed who believes to be a self-
starter, proactive and a motivated indivisible having superior interpersonal skills.
How has the business been performing financially: Its ranking as well as positive response
from the customers shows an effective performance of this business in terms of its earned profits
and revenues (Hatten, 2015). This has been verified from the reviews provided by its customers
where it is famously known to provide timely services at affordable pricing. All these strategies
are largely preferred by its customers and they choose to ride on the services provided by the
experienced drivers of Esskay Cars. This is on referring to the reviews given by its customers, a
great positivity flows through the detailing of their experiences. It is apparent to indicate
enormous benefits in terms of financial earnings where it is also planning to expand more and
cover almost all corners of London as well as in other regions of UK.
SWOT analysis: There are certain strengths, weaknesses, opportunities and threats that are
faced by Esskay Cars have been detailed in this report as follows.
Strengths of Esskay Cars:
 Esskay Cars enables easy and safe taxi services to society.
 The business partner is very optimistic relating to results and growth of their industry.
 Also, they are providing cheaper and affordable services for students who are located at
long distance by charging a reasonable price.
 The firm is so confident and have stated that they will be the only taxi cab service in
London. They constantly and consistently focus on large base of customers at both high-class as
well as low- class places to quickly expand themselves.
Weaknesses: The weaknesses that are confronted by Esskay Cars are discussed as below:
 They started with very less desirable starting capital (Mariotti and Glackin, 2014).
 Weaknesses lies in improving and increasing the number of taxis in present budget which
is slightly low in comparison to some of its massive contenders. As the prices for maintaining cabs and affording the fuel costs frequently increases, it
gets difficult for the quoted entity to manage profits in a limited budget of funds.

Opportunities: There are increasing number of opportunities in transportation sector which
enables Esskay Cars to grow themselves in the market with assistance of several developmental
scope.
 As it is discussed in this report, Esskay Cars provides travelling facilities to the students
who are far from their residence. The service can enable easy and safe travelling
experience by online booking and tracking system which helps in creating awareness and
grabbing growth opportunities. This will encourage students to promote the name of Esskay Cars to others and will help
the cited firm to successfully publicise themselves. (Burns, 2016).
Threats: As Esskay Cars is a small business enterprise, it faces various number of risks and
uncertainties due to changing government policies and a rising rate of competition in the market.
 A frequent increase in price of gas may allow Esskay Cars to increase their fares
accordingly, by which consumer may avoid to travel by Esskay Cars.
 The reputation maintained by competitors of Esskay Cars is high in comparison to it. As,
the threat increases due to its less recognition, the customers may switch to its well-
known competitors such as Uber and Get taxi or Gett, etc.
 Analysing threat helps the company to beware about the risk and uncertainties that can
affect the estimated capital of its business where it plays a crucial role in boosting up the
profit. However, it is a threat because the company mostly provides low cost services to
the students living far from their homes that lead to insufficient returns and they run out
of capital each year. (Storey, 2016).
Competitive advantage: The following are the competitors of Esskay Cars, namely, Uber cabs,
Easy cabs, Gett, unorganized players and carpooling services. The biggest advantage comparing
to Uber is prices are fixed on hiring Esskay Cars. As Uber consistently changes its prices and
charges high or low, on frequent basis. Also, Esskay Cars runs in around all over London. Also,
it has positioned itself with a brand called “The taxi magnet” and promises to provide 24/7
services to the customers in the most efficient way. Esskay Cars is known to cover almost all
areas of London with its economical mini cab services with special drop out offers to airport,
hotels and stations. This is mainly on focussing upon the sources of competition that lies within
the competitive benefits of Esskay Cars. This includes its strengthening workforce involving
people who are enough trained and competent to provide timely services to the users. In addition

to this, adoption of latest technology is specified to be yet another contending advantage to
Esskay Cars. It is on considering its technology driven apps installed in the cars, which are
enough capable to track the clients in whichever area they are waiting for the taxi cab. This
indicates an auxiliary service to the client’s where they are stress free about directing the drivers
about their exact location, etc., which often tends to be a straining task for many.
3. Drafting of business portfolio on company based on a rigorous, comprehensive and detailed
knowledge base of theory
Marketing of Esskay Cars UK
In this report, the issues that are related to the marketing sector of Esskay Cars are detailed:
Esskay Cars social media advertising: Esskay Cars offers mobile app services in which
it provides online booking almost at all location. Also, it has achieved 300% annual growth
throughout the year. Its operations in around all over London has framed near about 5000
corporate clients. In London, more than half of the Taxis are running on Esskay Cars
(Scarborough, 2015). For rendering peer to peer delivery, service innovations are being made by
Esskay Cars to boost up the results and profit earning capacity. According to Esskay Cars, there
is a long bridge between visiting to super markets and operating social media sites at home. As
lots of investigations are made by the CPG companies to provide advertisements in form of
magazines or display in the streets, digital marketing’s, radio and TV commercials to beat the
less capable outlook. On considering this fact, Essay Cars also believes provides free rides, on
availing their offers which also consists of rides at nominal price.
Esskay Cars into app services: Description is made by Esskay Cars as advertising gets
closer to sales and sales get closer to advertising. Also, apart from this, app generated by Esskay
Cars helps them to render its services on time as per the needs of the consumer (Erasmus,
Strydom and Rudansky-Kloppers, 2016). There are only a couple of steps in the app generated
by Esskay Cars which assists the riders to order in just one click and avail its services effectively
and as soon as possible. It is due to its fastest booking procedure; a large set of customers are
preferring to ride onto the mini cabs provided by Esskay Cars.
A promising attitude of Esskay Cars- The chosen small business enterprise operating in
the transportation industry of UK is known to provide the most consistent cab services all over
London in the best possible manner. Its committed outlook towards serving the customers
depicts its keenness towards adopting best possible practices to serve the riders in the most

promising manner (Ramadani and Hisrich, 2015). They thus offer well maintained fleets with
timely provision of the cars at the location mentioned by the client and drop at an exact
destination. Its door to door service with effective safety measures to take care of their client’s
comfort level. Such highest level of services at the most contending rates in the town is referred
to be yet another strengthening factor of Esskay Cars.
Operations management of Esskay Cars UK
Management of operations can also be termed as management of production. By being in
multidisciplinary nature, functional areas of the business along with finance and marketing are
considered at large. Esskay Cars focus on the general management and being in partnership with
other organization, it effectively focuses on the management of operations by handling in a
traditional way (Henry, and et.al., 2015). The relationship is being maintained by the Esskay
Cars business and can be trimmed as inter labour relation. With the help of theories and models,
a deep dive is taken by the Esskay Cars to perform the management of operations which includes
abilities of Esskay Cars organisation.
Functional procedures: There is the need of different skills and knowledge which starts
from the terms of planning and prioritising. It is done through executing the activities of brand
monitoring and affairs of the management operation. This helps to bring together by helping the
manager to maintain both the productivity and profit of the businesses. Although, it together
demonstrates the need of understanding the undertaken business operations by all associated
organisational bodies at all levels. This is basically to include and coordinate the practices of
planning, systematising, coordinating and guiding the set resources at work.
Coordinating the processes: With this advantage, quick decision is made by clearing the
focus and solving the problem of the business enormously. Here, there are requirements of
capabilities to understand the processing of a business area as that includes broad functioning of
other functions too. This is to synchronise between all undertaken practices of Esskay Cars with
no misperception regarding any activities at any level.
People skills: Tasks and goals are to be clearly communicated which serves better and
great motivation to give a purpose for everyone. Any kind of flaws in the interactions, with the
employees or either members, worth the management of senior or top most who has the power to
harm the profit and productivity. So the management operations can be effectively supposed

about the skills and knowledge to navigate properly with the colleagues and involve members of
staff in Esskay Cars.
Innovation: Creativity or innovation finds a new way to improve the performance with
the help of cooperation's. Creative approaches and problem solving skills are necessary for the
management to perform the right thing at the right time. Finally, in order to understand the
design and process of operations in time, constant and consistent increase in department skills
and talents of rivals should not be underestimated. They should be familiar with the most
commonly used technologies and the way of influencing consumers by providing essential
services and techniques. This being another foremost consideration of any organisation needs
reinforced strategies to be adopted for an effective implementation of accepted work practices.
Herein, Esskay Cars is supposed to carry out an intensive research to develop something new and
creative to attract a large set of users and fulfil their distinct set of requirements.
Financial considerations of Esskay Cars UK
This details the financial considerations of Esskay Cars where being a start-up, it is
known to initiate with a very low cost budget. Although, it has succeeded in many affirmative
ways and have now reached to a notable level with large set of customers preferring its services.
Considering the same, it is now important for the undertaken small business enterprise to invest
some of its earned profits and revenues in suitable areas with a foremost outlook of investing in
the field of research and development (R&D). This will enable them to improve upon their
services by proposing innovative strategies to enlarge its current base of customers. For this
purpose, they may also refer to expand themselves in some other renowned regions of UK as a
way of expanding its business and earn huge amount of profits and revenues. For this purpose,
governmental aids or sanctioned loans are referred to be the most applicable source of income
where it may also consider using some extent of its earned income as well.
4. Recommendations
In order to boost performance by reducing loan factor, Esskay Cars should focus on
department of financing, marketing and operations management which help the business to boost
the profit and productivity. Esskay Cars has expanded itself with very low investment in terms of
capital but concentration made on expansion at large have been detailed in this report. Making
investments is suggested to Esskay Cars to expand its business in some outer regions of London
which is now referred to be its well established domestic market. Also, investing in the areas of

R&D is also recommendable to serve the purpose of bringing something innovative in the market
and attract a large set of customers by together combating an intense state of competition.
5. Conclusion
A short but effective note on the background of Esskay Cars have been sanctioned in this
report. With the help of SWOT that describes about the strength, weakness, threats and
opportunities have been detailed in this report. With the help of competitive advantages
mentioning in report, huge concentration made on the rivals which is considered by Esskay Cars
in order to expand more. Also, with the help of theories and model taking into consideration, the
need of skills and knowledge has been mentioned. Exploration of Esskay Cars in terms of
rendering service in the form of App have been elaborated in this report. There are need of skills
and talents with knowledge for the purpose of operation of management have been detailed.

REFERENCES
Books and Journals
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Erasmus, B., Strydom, J. W. and Rudansky-Kloppers, S. eds., 2016. Introduction to business
management. Oxford University Press Southern Africa.
Hatten, T.S., 2015. Small business management: Entrepreneurship and beyond. Nelson
Education.
Mariotti, S. and Glackin, C., 2014. Entrepreneurship and small business management. Pearson
Higher Ed.
Ramadani, V.E.L.A.N.D. and Hisrich, D. R., 2015. Entrepreneurship and small business
management. Tetovo: South-East European University (in Albanian language).
Scarborough, N. M., 2015. Entrepreneurship and effective small business management. Pearson
Higher Ed.
Schaper, M T., and et.al., 2014. Entrepreneurship and small business.
Storey, D. J., 2016. Understanding the small business sector. Routledge.
Online
Esskay Cars reinventing TV advertising. 2016. [Online] Available through
<https://rctom.hbs.org/submission/Esskay Cars-reinventing-tv-advertising/>