Entrepreneurship Report: Pharmacy2U SME Analysis and Strategy

This report provides a comprehensive analysis of Pharmacy2U, a small medium enterprise (SME) operating in the pharmaceutical industry. It begins with an introduction to SMEs and their role in the economy, followed by an overview of Pharmacy2U's business model, founded by Daniel Lee. The report delves into the company's entrepreneurial nature, startup processes, and business concept, emphasizing its competitive advantages, particularly its online delivery service. It examines the current demand and competitive environment using Porter's Five Forces model, highlighting the company's growth during the pandemic. The report also discusses the challenges faced by Pharmacy2U, such as managing stock and online delivery, and explores its development strategies, including the Ansoff Matrix, with a focus on product development. Furthermore, it addresses the role of government support in overcoming these challenges. The report concludes with recommendations for Pharmacy2U to maintain its competitive edge and operate efficiently, including marketing, human resource management, and technology utilization.

Small medium
enterprise

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Aim of the report.............................................................................................................................3
Analysis of Company......................................................................................................................4
Nature of the entrepreneur...........................................................................................................4
SME start up processes................................................................................................................4
Business concept in respect of competitive advantage................................................................5
Current demand and competitive environment............................................................................5
Growth and development of business..........................................................................................6
Challenges....................................................................................................................................6
Development strategy..................................................................................................................6
Government support to overcome challenges..............................................................................7
CONCLUSION................................................................................................................................8
RECOMMENDATIONS.................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Small medium enterprise has characteristics of less than 250 employee and act as a
individual entity. Mainly small medium enterprise involve in business operation which as budget
constraint and has to tackle hindrance while executing business as they do not have much
appropriate skilled employee. The SME aids in upgrading economy level of the country. It also
try to introduce creative and innovative idea into the market the satisfy mass audience (Caguiat,
2018). For strengthening future capability of SME government also plays major role for their
development. The chosen SME in this report is Pharmacy2U. The company mainly deals in
pharmaceutical company with online delivery facility in the parts of UK. This is founded in 1999
by Daniel lee. Company has only 200 employee. The financial position of this company gets
more strength during pandemic situation. As everyone one prefer to purchase medicine from
online platform. The report covers business findings along with nature and start up process. This
report involve business concept and development strategy to maintain competitive advantage.
MAIN BODY
Aim of the report
The aim of the report covers following things as below mention.
 Analyses of company portfolio of small medium enterprise.
 Nature of entrepreneur.
 SME start up process.
 Business concept in respect of competitive advantage
 Current demand and competitive environment
 Growth and development of business
 Challenges
 Development strategy
 Government support to overcome challenges.

Analysis of Company
Nature of the entrepreneur
The entrepreneur is the one who goals towards the introduction of some innovation that
have the aspect in the business. The company founder Daniel lee is the most innovative person,
that wants to develop the firm with the help of the innovative technology and advancement. The
nature of the founder is really very positive towards innovation of the products also the company
founder has the very positive futuristic vision in order to maintain the sustainability within the
pharmaceutical business, to maintain the competitive environment in the field of medical and
pharmaceutical. Because there are more challenges that push towards while delivering the
positive outcome of the company as well as the environment (De Spiegeleire, 2017). As well as
the nature of the Daniel-lee is very much optimistic while the utilisation of the resources. The
vision and mission of Daniel- lee is very clear while starting the work in the pharmaceutical
world. The founder always try to increase the productivity level of the company and the
resources to give the sufficient outcome in order to make the business profitable and always do
focus to build the strong relationship with its customer because to attain popularity in the
pharmaceutical field (Girella, 2019). The Daniel-lee also do focus on generate the employability
by establishing the good sources of the business. The Daniel -lee nature also includes the nature
that is very quick and decision maker. The nature also includes some of the CSR activities within
the business environment. so, the business can achieve more and more popularity.
SME start up processes
The entrepreneur Daniel lee has adopted the several models for starting up its small
medium enterprises o the business. As well as while starting the business of pharmaceutical they
mainly focus on establishing the business in an appropriate manner, the Timmons model is used
by the Daniel lee. This is the only model that is used by the very innovative entrepreneurs if they
are really taking interest in the business and also this assists the business while achieve the
productivity within the business. the Daniel dee mainly focus on the starting phase that, while
starting the business that is related to medical field firstly, the opportunity will be well verified
and so, they can easily achieve the sustainability within the business (Graafland, 2018). By
understanding the opportunity, the business plan can easily formulate by the employee of the

business as well as manager of the business. While knowing the opportunity in verified way the
company can perform effectively to easily customised value and services to enhance the
maximum revenue of the company. This is constantly dealing with the operation of the company.
This totally depends on the number of sizes upon the business activity of the company. The
effective team is mainly providing to boost the more efficiency within the business, and another
team will create the loss for the company. As well as the management team of the
pharmaceutical company provides the suitable guidance for the company to sale its product and
services in the marketplace.
Business concept in respect of competitive advantage
The main concept of business activity of this company rely on competitive advantage. It
will leads towards sustainability in long position while executing business operations. Company
focus upon deliver more customised or creative medicines in order to improve health and mental
well being from its competitors to maintain the level of competitive benefit (Kimuli, 2021)
(Kutzner, 2020). The Pharmacy2U always wants to raise and work upon continues development
for the accomplishment competitive level in their industry. The main aim of Pharmacy2U to
deliver qualitative medicines to cure the health of people. For maintain competitive level they
provide quality and innovative services with best component to solve the complication of
disease. The work upon the strategy of online delivery of medicines at affordable price with
effective distribution channel. So that their medicines will be available in all parts of country.
Current demand and competitive environment
For addressing current market demand and competitive level of the environment
Pharmacy2U work upon model Five force model. This model consist of-
Competition in industry- There is a great competition has been seen in the industry of
pharmaceutical. There is high level competence as it is less chance of product
differentiation and this will leads towards high impact on revenue and profit.
Potential of new entrants in industry- There is less scope or chance of new entrants as
this is already well established industry so there is less chance to growth or generate
income.

Power of supplier- There is low potential power of suppliers as it is most favourable
situation for company benefit as they are providing quality medicines with affordable
price.
Power of buyer- It has shown high power of buyer as consumer can switch to other
brand who are delivering more innovative product that fulfil demand of market.
Threat of substitute products- It has low threat of substitute for company Pharmacy2U
as they deliver variety of product in more affordable price.
Growth and development of business
The Pharmacy2U realise advance level of growth during the time of pandemic. There is
great scope for Pharmacy2U in order to raise the level of profitability. Company provide facility
to deliver online medicines with affordable price that is why most of the target consumer prefer
their product and services. The employee also upgrades knowledge in order to deliver more
satisfied product and services to their consumer (Roma, 2019). This will leads towards more
increase in its consumer base as compare to competitors. Pharmacy2U has employee approx 200
who successfully manage it operation and business activity. Now Pharmacy2U is planning to
enlarge business activity in other country.
Challenges
During the pandemic situation Pharmacy2U faces lots of hurdles as they have to manage
sufficient stock of medicines so that they can easily fulfil market demand of their potential
consumer. They found some hurdles in managing online delivery demand of consumer.
For that Pharmacy2U work upon their effective distribution challenge so that proper
availability and distribution of medicines in all parts of country. Another challenge that
company face to deliver more creative medicines from its competitors. So that they can
sustain its market position in long run.
Development strategy
To defeat the pandemic circumstances company work upon its development strategy. In
respect of that Pharmacy2U aim towards delivering innovative features in their medicines so that
more consumer will purchase product of services of Pharmacy2U. In order to develop more
advance growth Strategy Company adopted Ansoff Mtrix. It combines of Market development,
diversification, product development and market penetration (Tilly, 2020). Out these strategy

company focus upon product development strategy so that they can improvised its current
product and services in greater context. In Ansoff Matrix only product development strategy is
suitable for the company development rather than Market development, diversification and
market penetration
Product development- With the help of this technology Pharmacy2U company can
recognise in scope or chance of improvised in their current product range. This strategy
helps in increase of consumer base. Through this company easily optimised the resources
in order to improve good public image. So that company can earn more revenue and profit
by deliver qualitative and innovative product range. It will leads towards introduction of
new feature or unique aspect that is attached with the product development.
Government support to overcome challenges.
The government supports all the major business which is present in an economy with
every possible help. In the government there are separate departments and ministries who take
care of every business. There are various challenges which are faced by small media enterprises,
these challenges are faced by every business so government tries hard in order to overcome
them. The government of United Kingdom brings various rules and policies which are helpful in
providing business support to small medium enterprises. Every business needs immense support
from government in order to survive at the marketplace. In order to successfully compete at the
marketplace, Pharmacy2U must follow all the rules and regulations which are issued by
government. In the general purpose, Government of Britain always formulate budget at the
starting of every year in order to facilitate a particular type of business in the economy
(Yosoenarto, 2018). Pharmacy2U Company should involve various tactics to develop a
comprehensive approach in welfare of business. In the era of stiff competition it is essential for a
business to compete at the marketplace in order to develop a comprehensive approach at the
marketplace. It is also important for government to take care of essential services which are
required in a business for survival at the marketplace. With the formulation of various laws and
regulation related to the small and medium enterprises. In order to set various procedures the
marketplace a company should necessarily adhere with these rules and regulations.

CONCLUSION
From the above report it has been concluded that pandemic situation affect the
sustainability of company. To reduce the affect the situation company prefer to deliver their
goods and services on online delivery platform. To overcome its challenges company
adopted Ansoff Matrix strategy and improvised product development so that they can
deliver more valuable product that fulfil need and wants of consumer in greater extend.
Government also plays major role in order to improve the performance of small medium
enterprise. The nature of entrepreneur focus upon innovative concept so that it will improve
the level of consumer base in greater context. The ultimate aim of business concept to
deliver productive result to their consumer. Small medium enterprise improve the level
economic development in the country. Porter five force model improve the competence edge
from its competitors.
RECOMMENDATIONS
Pharmacy2U is a pharmaceutical company which should relatively follow all the
formalities which are formulated by state government. In order to gain competitive
advantage at the marketplace, it is essential for the company to perform its marketing
operations with maximum efficiency. It is highly recommended for Pharmacy2U to consider
various strategies in order to perform all of its operations with major efficiency.
Pharmacy2U should deploy professional human resource management in order to maintain
all of its HR functions with utmost priority. It is recommended for the company to generally
use information and technology for effectively functioning at the marketplace. In the
company the production should be performed with utmost priority to quality management.
In order to typically form a comprehensive approach at the marketplace, the company
should set short as well as long term objectives. The company must look for conflict and
cultural management in order to ensure its functioning at the marketplace. It is highly
recommended for Pharmacy2U to generally perform all of its major productions with
research in order to make sure about quality of products and services. It will be also
effective for company if it chooses several models which are beneficial in achievement of
several objectives and goals for the company. In order to gain competitive advantage at the
marketplace, the company should strengthen its supply chain management. It is also

recommended for the company to follow several practices in order to develop effective
workforce at the marketplace.

REFERENCES
Books and Journals
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investigate the factors that affect the adoption of cloud enterprise resource planning systems by
small and medium enterprises in the Philippines.
De Spiegeleire, S., Maas, M. and Sweijs, T., 2017. Artificial intelligence and the future of
defense: strategic implications for small-and medium-sized force providers. The Hague Centre
for Strategic Studies.
Girella, L., Zambon, S. and Rossi, P., 2019. Reporting on sustainable development: A
comparison of three Italian small and medium‐sized enterprises. Corporate Social Responsibility
and Environmental Management, 26(4), pp.981-996.
Graafland, J.J., 2018. Ecological impacts of the ISO14001 certification of small and medium
sized enterprises in Europe and the mediating role of networks. Journal of Cleaner
Production, 174, pp.273-282.
Kimuli, S.N.L., Sendawula, K. and Nagujja, S., 2021. Digital technologies in micro and small
enterprise: evidence from Uganda's informal sector during the COVID-19 pandemic. World
Journal of Science, Technology and Sustainable Development.
Kutzner, I.M., 2020. Social Responsibility of a Small Training and Consulting Enterprise.
In CSR in Contemporary Poland (pp. 117-133). Palgrave Macmillan, Cham.
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MARKETING MIX STRATEGIES: INCREASING THE COMPETITIVENESS OF THE
SMALL AND MEDIUM INDUSTRIES OF THE HIJAB. In The 1 International Conference on
Innovation of Small Medium-sized Enterprise (ICIS) 2019 (Vol. 1, No. 1, pp. 213-213).
Tilly, R.H. and Kopsidis, M., 2020. TWELVE. The Growth of Industrial Enterprise, Large and
Small. In From Old Regime to Industrial State (pp. 172-193). University of Chicago Press.
Yosoenarto, R.P.N., Handayani, P.W. and Pinem, A.A., 2018, January. Readiness framework of
Enterprise Resource Planning (ERP) implementation at Small and Medium Company (SME).
In 11th IADIS International Conference Information Systems 2018, IS 2018 (pp. 137-144).
IADIS.