Comprehensive Analysis and Recommendations for SAY Communications LTD

This report provides a comprehensive analysis of SAY Communications LTD, a media and communications company, examining its strengths, weaknesses, and opportunities for growth. The report begins with an introduction to small business enterprises (SBEs) and their importance, followed by a profile of SAY Communications LTD, detailing its mission, services, and market position. Task 1 focuses on identifying the company's strengths (e.g., client portfolio, market position, team strength) and weaknesses (e.g., diversification, competition, staff retention). Task 2 offers recommendations for overcoming weaknesses, such as expanding service offerings and improving staff retention, and strategies for maintaining and strengthening existing performance through innovation and team building. The report also suggests expansion into new areas like public relations and marketing research. Task 3 assesses existing business objectives and plans and suggests incorporating changes to achieve sustainable growth. Finally, Task 4 explores the impact of proposed changes on the business and personnel, emphasizing the importance of change management and monitoring performance improvement. The report concludes by summarizing the key findings and recommendations, providing a roadmap for SAY Communications LTD's future success.

Small Business Enterprise

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
1.1Producing a profile of SAY Communications LTD and its strengths and weakness:...........3
1.2Analysis of the business using comparative measures of performance:................................4
TASK 2 ...........................................................................................................................................5
2.1Recommendations and appropriate actions required to overcome weakness in business:....5
2.2 Ways to maintain and strengthen existing performance:......................................................6
2.3 Recommendation for expansion into new areas:..................................................................7
TASK 3............................................................................................................................................8
3.1 Existing business objectives and plans assessment:..............................................................8
3.2 Business plans to incorporate appropriate changes:..............................................................9
3.3 Action plan for implementation of changes:.........................................................................9
TASK 4..........................................................................................................................................10
4.1 Impact of proposed changes on the business and its personnel:.........................................10
4.2 Management of the changes in the business:......................................................................11
4.3 Monitoring improvement in the performance of business:.................................................11
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13
Book and Journals.....................................................................................................................13
Online........................................................................................................................................14

INTRODUCTION
Micro and small business enterprises are very vital for the country. They play a very
important part in the growth of economy. Hence it is very essential to understand the concept of
small business enterprises (Ackermann and Audretsch, 2013). In 2008, the number of small
business enterprises dominated UK economy. They accounted for 95% of total number of
business enterprises existing in UK. Any enterprise which have 50 or less employees is
considered as small business. These business are operated by entrepreneurs. These small
business enterprises gives people an opportunity to use their skills and ability to turn an
opportunity into a profitable activity. There is a law regarding the micro and small business
enterprises. It is mentioned in the section 382 and 465 of companies act 2006. As per Act, a
enterprise having not more than 6.5 million pound turnover and less than 50 employees is
considered as small business enterprises. It is very essential for an small business enterprise to
improve performance with every change. This report will analyse and provide a way to improve
performance of SBE.
Task 1
1.1Producing a profile of SAY Communications LTD and its strengths and weakness:
Say communication is a media and communication company. It is a hybrid agency,
bringing together healthcare, technology and corporate communications programmes to life
across various discipline and channels. It was incorporated on 30 June 1976 with a registered
office in greater London. It is operating from last 40 years. Mrs Stefania Rucci along with Ms
Susan Judith Laing and Ms Louise Adele Stewart Muir are the director of the company. Its
mission is to go beyond awareness. They want to influence positive behaviours and deliver
change. Their focus is on hybrid thinking(interactive thinking), informed influence on factors of
change and bringing positive change (Altman, Sabato and Wilson, 2010). It has won PMEA
award, 2015 Gold stevie winner of international business awards. The company also deliver
social media activities to the concerned clients and organises various campaigns in many forms.
The total credit of success goes to its team strength. It believes in hiring best people in company
and investing their abilities at right places. Company set SMART targets for itself which helps in
achieving desired long term goals and objectives. SMART targets are specific, measurable,
achievable, relevant, timely. It has set some SMART targets related to:

 Strategy: Strategy of the organisation needs to be insightful and innovative in its
approach.
 Innovation: With innovation company can achieve better client satisfaction.
 Growth: For improved growth company need to boost employee motivation and
performance.
There are many internal and external factors which affects Say communication
performance (Bellucci, Borisov and Zazzaro, 2010). Some of the factors are in company control
but there are factors which are uncontrollable. These factors are:
Strengths:
 Client Portfolio: Say communication have a strong market position which means it have
a strong client portfolio. This strong client portfolio helps it in registering better growth
and also help in attracting more clients towards its services.
 Market Position: The company has a very good market position even after being a small
enterprise it is able to compete with big competitors.
 Team strength: The credit of success goes to the team strength of the company. It has
been able to form task efficient and effective teams.
Weakness
 Diversification: The company is currently offering its services in three major field which
are healthcare, technology and corporate communication and advertising. It still have a
huge scope to diverse its portfolio.
 Threat of competitors: Every company faces stiff competition. Say communication
have many rivals in the market which present competitive environment.
 Staff retention: It is very essential to retain staff. It can be done by providing better
training and development opportunities to the staff.
 Community support: The company is doing its best by providing various informative
campaigns to raise money for the community development (Bridge and O'Neill, 2012).
But more effective system is required.
1.2Analysis of the business using comparative measures of performance:
Say communications is a media and communication company which faces a stiff
competition from existing players and new entrants in the markets. The field of media and
communication does not require huge investment to set up an company. This is the reason there

are so many new entrants in the market every year (Burns, 2010). Also the company faces a issue
with the change over cost for clients companies to its competitors is low. There are certain
method by which the the performance of the organisation can be measured.
 Quality Audit: The best way to analyse the company performance is to analyse the
quality of services given to clients. It can be measured with the effectiveness achieved by
the campaign which was developed by the staff. Quality audit analysis how well the
newly developed campaign is performing against the benchmark set.
 Employee motivation evaluation: It is very essential for the company to evaluate the
motivation level of the employee's. Their participation in different activities, current
performance vs past performance, performance appraisal's are some ways by which it
can be measured.
 Customer satisfaction: It is necessary to know what customer feel about the delivered
services. To know about the effectiveness of services a customer survey is done. For
corporate, communication appraisal can be done where personal interview and feedback
forms can be used as a tool.
TASK 2
2.1Recommendations and appropriate actions required to overcome weakness in business:
Say communication is a company which have many strengths and weakness. The
weakness has affected its efficiency and effectiveness in achieving its goals and objectives.
Company currently serves in 3 major fields of healthcare, technology and corporate
communication. It have a good scope of increasing its portfolio to new fields. Company currently
have around 50 personnel in the company which means each employee will be working in more
than two projects at once. This engagement leads to duplication of work (Carraher and Paridon,
2015). This overburden results in the decrease in performance of employee as they will not be
able to focus on one project at once. Employees will suffer with the issues of lower flexibility to
do other task.
Say Communication is communication and advertising company. It needs to be
innovative in its approach towards new concepts. These concepts will help them in generating
better product and services for the clients. Company is facing stiff competition from existing

players and new entrants in the field of communication. They have to face both local as well as
international competitors.
Staff retention is a crucial element of the functioning of whole company. Human resource
retention helps the company in growing at unprecedented rate. Say communication has to
improve their compensation policy as to give right benefits to the deserving employee (Chell,
Nicolopoulou and Karataş-Özkan, 2010). This boost the motivation level of the employees. Also
proper training and development facilities help the the company in improving the skill set of
existing employee's which in-turn boost motivation and performance level of employee's.
Company needs to develop a better CSR function as to increase its support to the
communities. CSR activities help the company in increasing its brand image and value. It help
the company in increasing its reach to new market. It is a positive way of advertising. Its cost is
same as the traditional cost of advertisement but it also help the communities in developing.
2.2 Ways to maintain and strengthen existing performance:
It is very important for a company to maintain and strengthen current performance as to
achieve all short and long terms goals efficiently. A company needs to focus on its core values
on which it was created and then only it can achieve greater heights. Say communications is a
media and advertising company. Field of media and marketing have a lot of scope for growth. In
recent years it has seen major changes as there are some new platforms which were introduced to
the market (Cowling, Liu and Ledger, 2012). Platforms like social media, online advertisements
are some of them. Company need to focus on the market and its factors while bringing more
innovation to its services. Every time a client approaches the company, it wants something better
and more innovative than the last time. The management of company is constantly trying to
identify various trends in the market and society. With every changing trend, company needs to
adapt as to upgrade itself from past levels. These trends changes customer preferences and this is
why it is important for the company to adapt to changes.
Then there is another factor which company needs to focus on and that is team strength.
Team building and working is very important for a media and communication company. These
teams brings better and higher results for the company in most efficient manner. Company need
to keep monitoring and forming teams as there is a new assignment. Teams should be built as per
the task requirement. The company keeps on updating its training and development department
as to provide latest training to the employee's to boost their motivation and performance. Say

communication also offers a flexible timing and package to its employees which enables its
employees to give their best for every task assigned.
2.3 Recommendation for expansion into new areas:
If a company thinks that there is scope of expansion left for it then it will not grow
further. There is always high scope of growth and expansion for every company operating in
their respective fields (Di Domenico and Miller, 2012). Say communication is operating in
media and communication. It is offering its services into healthcare, technology and corporate
communication and advertisement. Expansion in the business will bring new opportunities for
growth and development. Say communication can explore beyond those three fields. It can enter
into the field of public relations and marketing research. Marketing research is a field which
links consumers, markets, public and customers via information. This marketing information will
help say communication in determining marketing opportunity and solve various issues. It also
helps in evaluating marketing action and understanding if marketing process.
Say communication map out every aspect of consumer requirements as to fulfil their
needs and wants. Still there is huge scope for the company to be more insightful while preparing
strategy so as to create influence and influence change. There is also need of sustainable progress
for the company. In past few years it has seen many up and downs. To avoid huge fluctuations in
its business, company needs to analyse varying facts and focus on sustainable growth and
development. It can use interactive strategies in its business as to introduce change in the
organisation in a positive manner (Fassin, Van Rossem and Buelens, 2011). The organisation
needs to formulate its strategies in a manner that it can adapt to new changes without adding up
additional cost to the company.
The company can use Evaluating Results in Integrated Campaigns (ERIC) system, this
system focuses on the consumer perception, behaviour, attitude and sentiment. It helps in
measuring the outcome of various campaigns designed and developed for clients. This system
can also help say communication in analysing the impact and benefits of a particular company in
the same field.

TASK 3
3.1 Existing business objectives and plans assessment:
A goal is a final result which a company wants to achieve with a viable strategy or plan.
While an objective is a sub part of that final goal which helps the company in measuring various
level of employee and organisation performance (Goss, 2015). The tag-line of say
communication is “building informed influence, driving positive change”. It focus on five core
mission and values are:
 Hybrid thinking: They focus on blending best PR with other marketing discipline.
Proper data gathering and insightful interpretation to mine the information will enable the
company in delivering innovative and effective multi-channel programme.
 Insightful strategy: True innovation brings the right strategic direction for the company.
It allows the company in harnessing appropriate opportunities.
 Informed influence: The basic aim of the campaigns developed by the company is to
take consumer through different stages of awareness, adoption and developing new
behaviour regarding purchasing decisions.
 Motivating change: If the implementation of the strategic plans is not done properly
then it will fail (Gronum, Verreynne and Kastelle,2012). That is why company focus on
motivating employee to adapt to changes.
 Sustainable progress: It refers to the progress which is done by undertaking more
efficient yet effective approach towards goals.
Say communication has few goals which is made for their staff, client and shareholder:
 Client: Maintain and grow their client field while providing best services to
exceed client expectations.
 Shareholder: Providing organic growth, successful financial information sharing
and management.
 Staff: Supporting the employee's, providing better training and development,
better compensation policies.
These Goals help the company in ensuring best performance as per the companies goals
and objectives.
Say communication keep on updating its business plans as per the changes which come in
the market trends. It has set SMART objectives as to review the performance. These objectives

are set every year and are used as a benchmark to measure the performance of the employees
(Jones and Iredale, 2010). Company has mapped every employee competencies at present and set
standards for the future. Just like for employees, company develop plans for itself and keep on
updating itself with adding new technology and procedural changes.
3.2 Business plans to incorporate appropriate changes:
Business plan are developed as to prepare a path for the organisation to follow and
achieve final goals and objectives. These plan states all about companies operations and future
prospects. These plans consider past performance as a basis and are developed for future.
However, changes can be made in the business plans as per the market condition and trends. As
recommended to the company to enter into public relations and market research. It is necessary
that company amends its business plans and accommodate the required changes in it.
To incorporate this change in the business plan, company has to develop a methodology
to conduct researches. The company will need to find and understand ways to collect
information. Also evaluate the results of this collected information. On the basis of success pf the
result the methodology can be adopted. To complete the process, company need to recruit more
employee's for the related market research. Business plan will need to be developed in a way to
promote new market field in the organisation as well as in market. This will help company in up-
skill its employee's to work in efficient and effective manner (Lambert and Davidson, 2013). The
new business plan should also include more effective model of communication as to
communicate about the new development in the business. It should follow the SMART
objectives as set by the company.
3.3 Action plan for implementation of changes:
A proper action plan is required for effective implementation of changes brought in the
business plan. This action plan help the organisation in implementing changes in different
phases. Basically it helps the company in prioritising the tasks and steps which are needed to be
taken as to achieve goals. It also help them in reaching those goals with proper responsibilities.
This action plan also provide basis for delegation of powers and preparing a contingency plan.
For company to venture in to new market field of public relations and market research. It
needs to determine best methodology by which it can do market research. Market research
includes collection of data and interpretation from direct contacts. The company also need to
determine small and medium scale groups to collect information (Malhotra and Temponi, 2010.).

Company can also use social media in order to collect the very needed information. The
information needs to be understood and interpreted to provide the best results.
TASKS/WEEKS 1 2 3 4 5
Setting Aims and objectives
Developing a plan
Allocation of resources
Implementation
Follow up
This Action plan will help the company in setting up a time scale to do all the activities
via assigning duties to all the employee's. Based on requirement and results, company need to
recruit more staff to serve its purpose.
TASK 4
4.1 Impact of proposed changes on the business and its personnel:
Any change in the business and its environment have an impact on the company
functioning. It depends on the company condition whether change is positive or negative. These
changes not only impacts the organisation but they also affect the environment in which it
functions. There are changes which help the organisation in gaining competitive advantage over
its competitors in the market (Rae, 2010). Also there are changes which can collapse the entire
organisation. The changes in the say communications have certain impact on the organisation
which are as following:
 Workloads: To manage new changes in the organisation which are about expansion,
company needs to recruit more human resource in the organisation to manage the
workloads. As existing employees already have a lot of task with them.
 Morale: The workforce need to be maintained and monitored. It is necessary for the
organisation to provide employees with proper training schedules while introducing
change. Also recruitment of new employees will make existing employees insecure so a
proper orientation should be there as to ensure that they are not being replaced.

 Finance: The addition of new venture will have its cost . To carry out this new change
properly its feasibility needs to be checked. It has be made sure that it wont create any
liability for the company in financial terms.
 Organisation structure: The new change of expansion will need organisation to
restructure its organisation (Ratten, 2014). Also it will have impact on the roles and
responsibilities of existing personnel. So it needs to be managed properly.
4.2 Management of the changes in the business:
There are high risk related with the changes which is why small companies avoid these
changes. Small organisations fails to implement changes properly as they lack abilities to create
a proper action plan and environment. Say communications is proposed with new changes which
have several impact on the organisation as mentioned before. These impacts needs to be
managed properly as to get the best results (Sharma, Chrisman and Gersick, 2012). Good results
will help the company in achieving the required goals and objectives. By venturing into new
field, the company is taking risk. This risk has to be managed properly in order to enhance the
company chances of achieving success.
The proposed change will bring new dimension of success for the company. The
company will earn more profits and it can focus on more local and international clients. Until the
impact of proposed change do not subsidise, the company will face low performance but once
the impact is neutralised company will get higher level of performance. Currently company is
working in the field of media and communication and venturing into additional field of market
research will help it strengthen its activities.
Company will also need to keep a track of the activities conducted by existing
employee's. It needs to recruit more human resource as to manage workload in a proper manner.
When employee's will be doing a specific task, they will perform much better (Southern, 2011).
The proposed changes also requires display of exceptional leadership from the top management.
As they are the one who are leading the organisation in the market.
4.3 Monitoring improvement in the performance of business:
Proper monitoring of the implementation of the proposed changes is needed. This will
allow the company in keeping track of the activities and prospects. Also monitoring will help in
keeping track of prepared action plan for proper implementation. With the achievement of every
task, the action plan will be required to be updated. This will help the company in knowing about

the level of progress. Company needs to deploy tools to monitor and and measure the process
and the results. This helps the company in finding any possible deviation.
Company also need to record and document about all the deviation which occurred while
also noting down the ways they were controlled and minimised (Stokes, Wilson and Wilson,
2010). If any deviation occurs, the action plan will be updated. With new action plan , company
will first need to communicate about the updated action plan and then it will be able to
implement the same. The company also need to document and record all the learning which have
been learnt by the organisation and its employee's while implementing the change in the
organisation.
Conclusion
Change is inevitable for any business. It is the first requirement for growth. As the business
grows it faces many changes in its environment which results in changing the organisation.
There are various factors which were noted down while preparing the report. Factors like
technology, customer preference and behaviour, political, social and market trends are some of
the factors. Company also need to analyse about its strengths and weakness. While analysing
about the threats and opportunities available in the market. The organisation has good team
building and working which helps in achieving goals and objectives. This strength has been
recognised by the market also.