London Uxbridge: Analyzing Business Strengths and Weaknesses Report

This report provides a comprehensive analysis of London Uxbridge, a small business enterprise. It begins with an introduction to the company, its objectives, and its profile, including strengths, weaknesses, and internal/external evaluations. The report then delves into strategies to mitigate weaknesses, such as marketing and capital raising through crowdfunding, loans, and grants. It also discusses strategies to maintain existing strengths, including menu changes and market analysis. Finally, it explores potential areas for business expansion, such as opening new stores and offering new services to capture a larger market share. The report includes financial and qualitative comparisons, highlighting the importance of customer satisfaction and competitive advantage within the UK market.

Small Business
Enterprise

INTRODUCTION
The small-medium enterprises provide the employment opportunities to the workers that
leads to enhance economic and social development. These organisations are privately owned and
opened by proprietorship, partnership of corporation. These businesses require operate their
business operation and functions for the purpose of capture market share and increase
productivity. The present research report in the context of London Uxbridge that focuses on
attract customers through providing them innovative technologies such as electronic luggage
tags, mobile-self-check-in.
TASK 1
1.1 Profile and objective of London Uxbridge
The company is at the boundary of the west London and it the best way the smart place to
visit with their family and friends. The company has its own Beefeater restaurant and new
generation bedroom which having awful have flat screen TV with 40 inches and restroom that
have a double comfortable bed. The venture provides extra services such as parking facility, Air
conditioner rooms and free internet access. There is a restaurant for both vegetarian and non-
vegetarian, family rooms, meeting room etc. The venture is so confident that their rooms will
provide good night sleep and if the customer doesn’t feel so, the entity will give their money
back because the rooms having King size Hypones bed in the stuff of dreams. The organisation
provides different types of rooms according to the members. And the budget of customer is key
focus for the company.
Internal information
Contact no.- 0871 527 9574
Fax: [phone]
E-mail- [e-mail]
Strength
 Provide variety of services such as 1 GB daily usage of internet through Wi-Fi, rooms
having King size Hypones bed and modern restroom with large shower head from other
company survive in UK.
 They provide two separate restaurants for vegetarian and non-vegetarian where customer
is able to have food at that place where they feel comfortable.
1

 The venture is so confident that their rooms will provide good night sleep and if the
customer doesn’t feel so the entity gives their money back.
 They consider the budget of the customer and serve their services at cheap prices.
Weakness
 The company faces large competition where different hotels are located at the UK street
and according to them the venture have to set the prices
 The company done not have strong brand awareness according to their competitors.
 The company don't have adequate capital to expand their business in new market because
it is at developing stage.
Objectives
 Specific: The venture serves different types of services according to needs and desire of
customer like good night sleep for those who have stress and come for holidays to reduce
stress, different restaurant for vegetarian and non-vegetarian as well as beef eaters
 Measurable: The entity provides such services which provides customer's better
experience which other competitors does not serve.
 Attainable: The organisation is able to achieve their objective where Return on
investment is assumed 23% in 2016 as compare to 19% in 2015
 Realistic: The objective exists in environment where they are following their strategies
that if the customer's is not able to have good sleep then the money will be paid pack
 Time Frame: These objectives are for short period to generate brand awareness about
the company.
1.2 Internal and external evaluation
Table 1: Financial comparison
London Uxbridge
￡'000
London Mirror
￡'000
Year PBT Taxation PAT PBT
Taxatio
n PAT
2016 90 20 70 250 60 190
2015 70 16 54 200 50 150
2014 50 12 38 150 40 110
2

2013 30 - 30 110 36 74
2012 10 - 10 80 20 60
Finch, E., 2011
Interpretation
The company established with small amount of capital where their main motive is to grab
large number of customer's by generating awareness of the venture products and services.
London Uxbridge serve variety of services to satisfy customer's need, desire and wants with the
main motive is to earn profit so that they can able to run organisation's operation and future
expansion. To find the venture performance, profitability is main tool. Here the company
profitability is measured with another small-scale industry that is London Mirror, this company
also serve the same services to the customer's. The performance of the organisation has increased
from 2012 to 2015. The company is at developing stage they need to provide the different
products according to the London Mirror so that their profitability increases.
Table 2: Price comparison
Room type London Uxbridge London Mirror
Standard Double En suite ￡2000/ Per Night
Basic Five Bedroom ￡1000/Per Night
Double bed En suite ￡50 to ￡90
Shared Bedroom ￡45 to ￡ 70
Family En suite ￡47 to ￡ 60
Single Bedroom ￡40 to ￡47
The price faces shows the fluctuation of company's behaviour for the specific business as
it established with proper care. It is that aspects that shows the display the ability of the company
in inclined or declined prices increase and decrease price structure to attract the customers. There
will be a comparison among the small-scale industry and have a competitor is London Mirror. It
3

is evaluated that from the price analysis of company is affordable price as it focus on customer
satisfaction.
Table 3: Qualitative factor comparison
Criteria London Uxbridge (1-10) London Mirror (1-10)
Quality 10 10
Services 9 7
Pricing 10 7
Hygiene 9 8
Location 10 8
Policies 7 9
Facilities 10 7
Space 8 6
Offers and discounts 7 7
Total 100 69
These are the factors that shows the non-quantitative performance of both the companies
London Uxbridge London Mirror such as quality, pricing, hygiene facilities etc. The customer
satisfaction is the most importance for the company which can be used by an organisation
manager to enhance its organisational performance and services that able them in compete with
its competitors and can gain competitive advantage (Finch, 2011). It will help them in
developing competition by attracting a larger customers and improves existing work conditions.
This high level of competition can be done by taking the support of all customers and with the
existing business in order to enhance the existing working conditions. The customer satisfactions
have been evaluated on scales and it will rate the business efficiency by 1-10 points. There are
various parameters includes location, pricing, services and quality etc.
4

TASK 2
2.1 Ways to reduce the weakness of the London Uxbridge
The company should be sound enough to beat with the competitors to gain competitive
advantage and satisfy the needs and wants of the consumer. The company should focus on
serving such services that provide the lavishness to the consumer and give all that services that
meet the requirement of all the societies. The main weakness of the company is they don’t have
brand awareness, consumer is not aware about their products and services and don't have that
much capital to expand their business.
The organisation should adopt marketing strategies that will generate awareness that their
company exist.
 Advertisement: The company has been adopted advertisement that is print & media to
communicate the product message into the potential target market. The main aim is to
enhance provision and perception of achievement, status and recognition etc. (Landstrom,
2007). These can be done by providing advertisement in newspaper and magazine of
renown companies such as Forbes and Fortune. Other marketing can be done by
broadcast advertisement in TV. Hoardings on Heathrow can be done so that they can
attract large number who fly from there. They can also keep there one sales
representative who communicate with the customer and make them aware about the best
price with additional services
 Sales promotion: this strategy helps the company to generate large sales, helps them to
persuade potential customer to purchase products and services. The company should
organise loyalty programs through provide digital check, discount price and free WIFI
etc. The company can provide discount vouchers on their official websites and do
contract with online hotel portals such as trivago, goibibo and ixigo so that these channels
provide rooms of their hotel at discounted prices. The can provide coupons for their bars,
restaurant to the loyal customers.
Communicate strategy should be able to connect the company personally with the
customer's and convincing them that your product is better than other competitor products. In the
place like UK where there is advanced technology operation. Marketing is done online through
social media networks like Facebook, Twitter, Pinterest etc.
5

The company does not have enough capital to expand their business. Through expansion
they can able to capture large market share (Finch, 2011). So, the organisation should raise the
capital from different sources to cover various market in different counties. The sources are as
follows:
 Crowd funding: It is the practice where the company raise monetary contribution from a
huge number of people. London Uxbridge can raise capital from crowd funding for their
expansion purpose.
 Business loan: It is the loan which is given to small-medium sized enterprises for several
purpose through lender. It has a lack of restrictive needed that enables this firm secured
their fund.
 Small business grants: The federal government does provide grants to small business
under SBIR program for expanding their organisation plan and development of their
venture.
 Business Angels: They are the professional investors who typically invest £10 k - £750 k.
they invest in those companies who have high growth prospectus
These are the source from where the organisation raise the capital in low interest for
expanding their venture and pay back the money when they have earned optimum level of profit.
2.2 Strategies to maintain their strengths
The company's strengths are essential to manage so they can able to compete with the ir
competitors. The first and foremost objective of company behave with various types of
customers in different manner. It is on the basis of service quality, prices and other essential
aspects. These elements will be concerned through organisation that can be able to beat against
its competitors. It helps them in enhancing its profitability and able to capture market share. It
will be discussed as follows:-
 Timely change in their menu: London Uxbridge should change their menu of vegetarian
and non-vegetarian restaurant so that customer's find some variety of food and satisfy
their needs (Eckerson, 2010). They can provide coupons and discounts to their loyal
customer so that they can feel that they are company consider their needs and wants. This
will help them to retain their existing customer's and that consumer will bring new clients
for the venture.
6

 Timely market analysis: The can adopt Porters five force model and analyse five
segments that is bargaining power of the customer and suppliers, different rivals, threat to
new entry and substitutes. This analysis helps the company to identify the competitors
and substitutes products so that they can produce more innovative product that attract the
customer and help to find out the buying power of consumer and set prices accordingly.
 Different services to different customer's: The company should set the prices according
to the budget of clients. They should provide game section to children, vegetarian
restaurant for veg eaters and non-vegetarian restaurant for non-veg eaters and clubs to
those who want to do parties on weekends. This will help then to attract all customers
who have different interest, perception and needs.
2.3 New areas where business can be expanded
London Uxbridge require improving their business operations and capture large market
share(Kelly, 2013). It can be possible through adopting various strategies that will be described
as follows:-
 Opening new stores: The company need to open their new hotels in different location in
UK where people mostly visit and enjoy so that target market be aware about the
company. This strategy helps the organisation to beat with the rivals and able to acquire
large market share. There is broader customer's base where increased in pool of potential
consumer which improves sales and profitability.
 Increase in product line: It is establishment of product brand name for a new item in the
same product category. It occurs when an organisation introduce new products in the
same category under the same brand such as flavour, colours, forms, package size and
added ingredients. London Uxbridge can expand their food items in their non-vegetarian
and vegetarian menu, can add new flavours to their soft and hard drink so that customer's
find new and innovative taste in their products.
 Market penetration: It is that type of strategy which is used to obtain higher market
share (Finch, 2011). The organisation can follow this technique by influence existing
customers to purchase goods. The company implements this strategy by doing
competitive pricing, increase in marketing communicate and providing loyalty points and
discounts. This strategy helps the organisation to generate high profit, production,
revenue and sales.
7

 Niche marketing: It is a process where the business promotes and sell their product and
services to the particular segment of the market. London Uxbridge first need to make a
wish list that to whom they want to do business with, the company need to be specific in
selecting the target. Then they need to focus on the market that what are their needs and
wants and at what price they expect the product be and then sell the product to the target
market after that they need to evaluate that the decision was correct or not and what is
sales in that market.
 Internationalisation: It is process of increasing involvement of business in international
markets. London Uxbridge should collaborate with the different country's organisation so
that they can able to serve services to them. This is business to business sales where the
company sell their products and services to different entities. This will help the venture to
make awareness of their brands to large organisation and they can able to advertise their
products in their magazine.
TASK 3
3.1 Identification and analysis of business objectives and plan
The objectives and plan can be identified by evaluating the outcomes of London
Uxbridge. The organisation serves good night sleep for those customers who are stressed. Also,
company have maintained the food facilities so effectively. They have used some specific
resources to provide good night sleep (Botha and Solms, 2014). For vegetarian and non-
vegetarian customers, they have different restaurants. In both restaurants, they have recruited
trained and skilled cooks. For providing the measurable conditions to the customer organisation
have also adopted pricing strategies that customer can easily afford it.
Organisation has objective to provide the services that can make customer so satisfied
and also it must have good experience by having the quality services. Organisation have
analysed market before making to strategies so they are providing the better services to their
customers. The rate of return on investment is increasing every year but still organisation is able
to achieve their objective because they have used their resources wisely and management have
managed all the operations so effectively. The financial standard of organisation is maintained to
be in the competitive market.
London Uxbridge have mentioned in the terms that if the good night sleep does not
satisfy customer thus he is not having good sleep then hotel will return the money to customer.
8

The decorum of hotel has been maintained because effective training and development programs
are organised for the employees of firm (Eckerson, 2010). The main objective of cited firm in to
satisfy their customer by providing quality services to them. Entity is providing free Wi-Fi and
parking facilities that visitors can feel comfortable to park their vehicle and they can use Wi-Fi to
access the internet. The basic objective which the company needs to focus are as follows:
 The company is also focused services quality that will be deliver to their clients.
 Pricing strategies should be according to the competitors in order to attract variety of
customers.
 The Organisation focus on service quality on unique in order to gain customer
satisfaction.
3.2 Changes to objective to increase profitability.
The current organisation plays a significant role as the small-scale business as it is highly
dependent on the market requirement. The plan is created by a company that shows the time
framework of completed the task and activities (Corso and et. al., 2013). There are some ways
that has been adopted in order to concerned needs of external market. It will be described as
follows:-
 Adoption to new technology: The company should adopt innovative technology that
mainly involves self-check in services, lobby media panels, hotel service optimization
system and guest device connectivity tool. Such innovation is visible to customer's and
they find more comfortable services offered by the company. Through these
technologies, the organisation can able to attract large number of consumer.
3.3 Action plan to implement changes the changes.
It is a detailed plan which outline actions that is needed to reach one or more goals. It is
sequence of steps that should be taken for the success of strategies (Carlisle and Flynn, 2015).
Action plan helps the manager to make significant changes in the organisation to gain
competitive advantages over rivalries. This plan leads to execution of all the changes taken place
in the existing entity.
The primary objectives of all the members of the organisation is to consider needs and
wants of all the consumer by providing variety of services at affordable prices. The various
action plans are
 Providing services at affordable prices
9

 Order their food from room only and for that no additional charges are made by the
company
 Mobile-self-check-in will serve better experience to the customer's.
 Electronic luggage tags will reduce the effort of employees.
TASK 4
4.1 How change effect the department of organisation.
Personal development plan framed by the management of the London Uxbridge in order
all the fluctuation require in their existing business (Botha and Solms, 2014). Finance department
need to arrange more capital to implement those innovation technologies. Organisation need
more skilled employees so that they can able to work with that technologies. Training programs
are organised by human resource management to teach the employees, how to use the
technology. Workloads of members of the hotel will reduce because most of the work is done by
innovative machines.
4.2 How change is evaluated and monitor
Proper communication between the top, middle and lower level will help the organisation
to identify that action plans are implementing or not in the existing company. Manager close
monitor all the employee that weather they are able to adopt new technology or not (Bordum,
2010). Comparison of action plan and actual performance are done to find out deviation arises or
not, if any deviation is arises then measures are taken such as moulding technology according to
needs and providing training to employees so that they can able to adopt the changes.
4.3 Monitor improvements in Performance of the company over a given time scale
Increasing Global Competition and market structures is affecting small enterprises as
well as large enterprises. London Mirror evaluate company’s performance by following few
steps which are as follows:
 Customer feedback: It is necessary for every company to collect customer feedback to
ensure the customers’ requirements are fulfilled or not, in case of quality, quantity,
prices. Company need to strategies pricing in order to satisfy its buyers. With the help of
buyer’s feedback company can improve its products and services, can develop
commodity that buyers actually want to buy (Blackburn, Hart and Wainwright, 2013).
This is also known as product development process. It is best offer for company to
evaluating buyer’s satisfaction. Feedback from buyers provides actionable insight to offer
10