Strategic Enterprise Planning Report: Lightcon Startup in Australia

This report provides a comprehensive strategic enterprise planning analysis for Lightcon, a new Australian startup specializing in eco-friendly lighting solutions. It begins with an executive summary, followed by an in-depth exploration of Lightcon's background, corporate objectives, and a detailed situational analysis encompassing both the business and micro environments. The report includes a PESTEL analysis, Porter's Five Forces, and competitor analysis to assess the competitive landscape. It then delves into strategic options, including a SWOT analysis, and outlines business and marketing strategies, including objectives, target markets, and the marketing mix. The report also addresses organizational infrastructure, operations, technology, human resources, organizational structure, financial management, capital and funding, economic evaluation, implementation and control mechanisms, legal compliance, governance, corporate social responsibility, communication, and risk management. The conclusion summarizes the key findings and recommendations, supported by a list of references.

Running head: STRATEGIC ENTERPRISE PLANNING
Strategic Enterprise Planning
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Executive summary
The report was prepared to discuss about the various aspects of strategic planning
considering the new business startup named Lightcon in Australia. It is a new business that has
prioritized on the marketing of eco friendly products and services for meeting the customers’
demands and preferences and at the same time, create a positive impact on the environment
through lesser consumption of energy, power and saving time as well. The entire report was
prepared by discussing about the external and internal environment with the various ways by
which business functions would be managed along with the corporate structure, culture,
governance and budgetary aspects too. All these aspects were covered in this report to ensure
that the business action plans could bring fruitful results and make the business startup successful
through better revenue generation and competitive advantage in business as well.

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Table of Contents
1. Background..................................................................................................................................3
2. Corporate objectives....................................................................................................................3
3. Situational analysis......................................................................................................................4
Business environment..................................................................................................................4
Organizational resources............................................................................................................10
4. Strategic options........................................................................................................................14
SWOT analysis..........................................................................................................................14
Strategic options available.........................................................................................................16
5. Business strategies.....................................................................................................................17
6. Marketing strategy.....................................................................................................................18
Marketing objectives..................................................................................................................18
Target market.............................................................................................................................18
Market positioning and customer value proposition..................................................................19
Marketing mix............................................................................................................................19
Projected marketing expenditure...............................................................................................20
7. Organizational infrastructure.....................................................................................................20
8. Operations management............................................................................................................21
9. Technology, innovation and knowledge management..............................................................21
10. Human resource management..................................................................................................22
11. Organizational structure, culture and leadership.....................................................................22
12. Financial management.............................................................................................................22
13. Capital and funding..................................................................................................................23
14. Economic evaluation...............................................................................................................24
15. Implementation and control.....................................................................................................27

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Action plans...............................................................................................................................27
Budget........................................................................................................................................28
Implementation and control mechanisms..................................................................................28
16. Legal compliance.....................................................................................................................28
17. Governance..............................................................................................................................29
18. Corporate social responsibility and sustainability...................................................................29
19. Communication........................................................................................................................30
20. Risk management.....................................................................................................................30
21. Conclusion...............................................................................................................................31
References......................................................................................................................................31

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1. Background
Lightcon is a business startup originated in Australia and has combined both the
technology and aesthetic designing of products for delivering the environment friendly lighting
solutions to the customers. The company will be marketing different eco-friendly lighting
products including the Low glare LEDs, solar chargers, power saving lights and flame lighting
keeping in mind the optimum value is delivered to the consumers. The targeted market segments
comprise of green consumers whose buying attitudes and behaviors are dependent on the green
products, green labels and based on their personal green interests (Prajogo, 2016). The
customers, who are more aware of preserving the ecological balance in nature and keeping the
environment safe, are also the targeted customers of the organization. Few others include
outdoor enthusiasts and health fanatics.
2. Corporate objectives
 To become a global leader of eco-friendly LED lighting solutions in Australia
 To conduct various marketing efforts to reduce the costs of electricity, minimize the
energy consumption and deliver eco-friendly lighting solutions to the customers
 To ensure that a healthy environment is created with lesser greenhouse emissions and
reduction of consumables including light globes, flood lights, florescent lamps, etc.
 To ensure that there are no harmful substances present in it, which may affect the
environment negatively
The mission of the organization is to deliver eco-friendly lights by implementing cost and energy
saving strategies for controlling harmful gases’ emissions and create a positive environmental

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impact (Botha, Kourie &Snyman, 2014). This is done not only for saving money and energy, but
also for conserving the most important natural resources present in the world.
3. Situational analysis
The situational analysis if done for conducting a detailed market analysis and assess the
entire environment to understand the resources and capabilities of the organization.
Business environment
By conducting the external analysis, the strategic opportunities and threats are identified
while operating within the business environment.
Macro environment (PESTEL)
Social and cultural factors
As Lightcon is a startup business, it needs to adopt the local cultural values and social
behaviors to penetrate the different market segments. The growth in population, age distribution,
consumer lifestyle and behaviors, education and size of family are major social factors that shape
the consumer buying behaviors (Epstein, 2018). The company should be inspired with the social
changes and become more concerned over people pertaining to health issues and negative
environmental impact.
Demographic factors
The level of income is good for most of the people living in Australia, and due to this, it
has strengthened the economy of the country too. With its great economic growth, better income

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level and education, it will be easy for Lightcon to understand the needs of customers and deliver
products accordingly.
Economic trends
The growth of the startup may get affected by economic instability and due to the
presence huge numbers of well known lighting companies. The downfall of consumer market
can also sometimes lead to lack of sales and deterioration of economic growth too (Hill, Jones &
Schilling, 2014).
Technological factors
With the advancement of newer technologies, the environmental impact has been kept in mind
for making sure that the lights are manufactured to encourage environmentally safe, energy
efficient and can save costs too.
Political and legal factors
The Lighting council in Australia already has announced the importance of energy saving
and low environment impact creating lighting products (Wheelenet al., 2017). Lightcon in
Australia has consulted with the policy makers and other key stakeholders to ensure that the
Australian standards are met and promotion of electrically safe lighting is done.
Micro environment
Porter’s five forces
Intensity of rivalry among existing competitors

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The rivalry among existing competitors is high, because Lightcon is a startup business
and may face issues to compete with the established business organizations within the electrical
industry. The high competition level can also affect the long term profitability of the
organization and hinder the successful accomplishment of business goals and objectives (Sakas,
Vlachos &Nasiopoulos, 2014).
Bargaining power of buyers
The bargaining power of buyers is high because, smaller the consumer base, the higher is
their buying behavior and greater bargaining power of the customers. The business startup needs
to provide something unique so that the buyers get influenced and make purchases consistently.
Risk of entry by potential new competitors
With the new competitors emerging, there will be threats of new entrants in the market,
which can result in lack of ability to bring out the new products. When the other companies will
bring new products that include some unique components, then the products delivered by
Lightcon might not gain exposure and the sales would decrease as well (Saeidiet al., 2015).
Threats of substitutes
When the new products of the business startup meet the similar kinds of products made
available by other companies in the marketplace, then the profit level can be reduced. The threat
of substitute products is high as it provides value proposition that has been different from the
present products marketed by Lightcon, Australia (Klettner, Clarke &Boersma, 2014). The
substitutes to the company could be the similar kinds of lighting solutions provided by LedEco
lightings, Philips, etc.

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Strategic groups
The strategic groups are associated with the management of strategies and can also be the
major stakeholders in business such as shareholders or investors, employees, clients, managers,
Government and the entire community too (Buckley, Burton & Mirza, 2014).
Stages of industry life cycle
Introduction- The business organization named Lightcon is a new startup and thus it is currently
at the introduction stage. The company has been delivering good quality lighting solutions and
the products are eco-friendly, which has created lesser harmful impact on the environment and
kept the customers satisfied as well.
Growth- Growth will be experienced by Lightcon once the marketing efforts bring fruitful results
and the products can sustain in the long run (Castellani et al., 2018). The products are to be

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delivered to different market segments for ensuring that the clients are influenced and the sales
level increase constantly, which can improve the cash flow through generation of income and
covering the expenses.
Maturity- With some effective sources of income, the company should learn to make further
expansion or rather exit the business. It is important to understand whether the business can
sustain future growth or not and then undertake approaches to make the attempt of expansion
successful, otherwise manage proper exit procedures to prevent any further losses that might be
faced (Bentley-Goode, Newton & Thompson, 2017).
Decline- Though the products of Lightcon are innovative and are manufactured keeping the
environmental and health related aspects in mind, still after a certain period of time, innovation
of products should be done to keep pace with other competing products and try not to become
obsolete (McAdam, Bititci & Galbraith, 2017). Mergers and acquisition could be an effective
solution for remaining competitive and obtain success through product diversification and
acquisition slowly.
Competitor analysis
The company will face huge competition due to the presence of well known brands that
provide extensive lighting solutions for a long time. The major competitors are LedEcoLighting,
Light Project and Australian Lighting solutions in Australia. All these companies hold a string
positive due to their value proposition achieved through delivery of great quality LEDs and
availability at lower prices. The weaknesses are that most of these companies have not
prioritized much on the environmental impact and did not even consider the safety and health
issues that may be generated (Olson et al., 2018). There is scope for Lightcon, Australia to make

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sure that environment friendly lighting solutions are delivered to create positive mindsets among
the customers, influence their buying behaviors and create lesser harmful impact on the
environment too.
Market analysis
The analysis of market is done with the use of 4 Ps of marketing that demonstrates the
four major principles of marketing including the product, price, place and promotions (Hansen et
al., 2017).
Product market- The products that are delivered in the market include lighting solutions for
both exterior and interior as well as smart lighting eco friendly lighting solutions. There are
environment friendly LED spot lamps, induction lighting, LED light globes, LED Gen X and
commercial lightings for both internal and exterior purposes (Jaworski, 2018). The products are
targeted and marketed to the health conscious customers and those who focus on protecting the
environment and keeping it safe and healthy for human beings to live.
Market characteristics- Based on the market conditions, the economic conditions are stable and
thus Lightcon can outsource to local business and create a sustainable and healthy small business
as a startup sector. As most of the lighting solutions companies deliver normal lights, there can
be better scope and opportunities for Lightcon as the company will be marketing environment
friendly lighting solutions to create positive impacts both environmentally and economically
(Hunt, 2018).
Distribution and pricing trends- Mapping the customer’s ecosystem is essential for distributing
the products and services both online and offline; furthermore make sure to promote the products

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through advertisements and promotions of newspapers, magazines, televisions and also through
social media involvement. The pricing trends are managed by evaluating the prices of similar
kinds of products provided by the competitors, which can help in assessing the armlet conditions
and check whether they will be kept satisfied or not (Song et al., 2018). The prices of products
are kept lowered at first to enter the market segments easily.
Target market behavior- The consumers in the different market segments have been looking
for good quality eco-friendly solutions of lighting and thus the Australian lighting industry will
definitely get benefited with the introduction of new eco-friendly products made available by
Lightcon in Australia. The consumers always look for something new and innovative and the
new products will create positive impacts on their mindsets and influence their buying behaviors
too (Davcik & Sharma, 2016).
Organizational resources
Resources
Physical resources- The physical resources include the organizational infrastructure components,
its products and also the various components used for the manufacturing and production of the
lighting products and services delivered to the customers. The physical resources thus include
conventional lights and tubes, LEDs, eco friendly lighting solutions and lighting control
accessories too (Galeazzo, Furlan &Vinelli, 2017). The offices, logistics and operations
department and manufacturing rooms, distribution facilities, storage facilities and inventories are
the other physical resources.
Financial resources- The corporate capital means the amount of money that has been invested in
the assets including equity capital and liability. Business funding in the form of cash, deposits