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
Name of student
Name of University
Author note

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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

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with financial institutions and cash equivalents including the security deposits are other financial
resources associated with the business functioning (Smith et al., 2014).
Intangible resources- The intangible resources are the intellectual property, brand image and
brand logo that are maintained properly to build the brand image and reputation and at the same
time, prevent any kinds of violation of copyrights and patents.
Human resources- The employees who work for the company are considered as human resources
who shall be trained for carrying out their roles and responsibilities properly (Martín-de Castro,
2015).
Capabilities
Corporate management capabilities
The organizational capabilities and skills that are required to manage the sources, i.e.,
technical, human and financial resources including the finance, employees and various
equipments and machineries required to ensure successful business functioning and gain
competitive advantage.
Financial management capabilities
The corporate management capabilities also include focusing on the other areas where
changes are needed to be done for meeting the customers’ demands and expectations;
furthermore manage the business properly at Lightcon in Australia (Bailey et al., 2018).
Technological development

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The competitive abilities are also considered as corporate management capabilities that
include using the Internet of Things with the entirely new IoT platform for developing the
portfolio of the data enabled services. This will create a secure and flexible cloud based interact
platform that can help in managing data and information and enhance the data processing
capabilities to deliver data enabled services to the customers beyond just illumination. The
technological advancements have enabled using advanced technologies to deliver the best quality
eco-friendly products for creating a positive impact on the environment (Martin, 2014). The
designs are made to ensure that the eco LED lights deliver exceptional long life and can save
energy, reduce electricity consumption as well as decrease the formation of lesser wastes in the
rubbish depots. This will not only preserve the natural resources, but can also improve the
effectiveness of creating positive environmental impact too.
The research and development activities could also help in identifying the gaps and make
any necessary changes to the products and services required to fulfill the preferences of
customers and keep them satisfied. With the research conducted, the startup has introduced new
technologies to scan and track the product related information all throughout the supply chain
(Bolman & Deal, 2017). As the company is focused on delivering eco-friendly products and
keeping the environment safe, the lean management approaches have helped in removing any
unnecessary components and make sure to avoid wastes for increase the efficiency of
machineries and equipments utilization and reduced the lead time too (Zietlow et al., 2018). The
low price at which the products are offered and the environmental safe aspects are combined
together to manage effective supply chains and gain a competitive edge over its competitors.
Operations management capabilities

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The operations management includes designing the system that begins with the
development and production of a product or service. The designing of products facilitate proper
planning and communication routines to meet the customers’ demands and preferences. The
scale economy will include applying various mechanisms by a flexible production system to
meet the changing customers’ demands (Langfield-Smith et al., 2017). The planning and
forecasting are considered as operations’ management capabilities too where the time horizon for
long term planning is dependent on the proposed changes and complexity of tasks.
Marketing, sales and service capabilities
Lightcon, being a business startup needs to possess good marketing skills and capabilities
for ensuring that the products and services are properly delivered to the customers and the
distribution of those is done properly too. The sales level is dependent on the ways the products
are placed in the different market segments and this can help to attract the customers as well as
influence their buying behaviors for increasing the sales revenue and profit level to be achieved
by the organization (Etzkowitz & Etzkowitz, 2017). The research and development activities
have helped in calculating the ROI of the marketing capabilities to strengthen the investments
required for top line growth.
Procurement, inbound and outbound logistics management capabilities
The logistics operations are managed by managing a storage facilities where the stocks
are kept and the warehouses will be managed keeping in mind the products are handled properly
so that it does not break or get destroyed. The company aims to manage 5 trucks for transporting
the products in various locations all over Australia and also control the inventories properly to

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ensure that the supply meets demands in the market and an effective logistics network design is
formed (Frey & Kerl, 2015).
Human resource management capabilities
The company at present has recruited 100 workers, as it is a new company, but soon it is
expected that more workers will be recruited for strengthening the human resource efficiency
and manage the business operations properly too. The employees have been trained properly to
make sure that they are well aware of the components that shall be used for developing the eco
friendly lights and manage sustainability too. Benefits and rewards provided to the employees
can keep them motivated and this will promote a healthy culture where they can work in
coordination and as a team to accomplish the business goals and objectives with much ease and
effectiveness (Brazier et al., 2017).
Distinctive competency
The distinctive competency is the prioritization on environment friendly products that
create very lesser harmful impact on the environment, reduce pollution, save energy and keep
people safe and healthy. The designing is also considered as distinctive competency because of
the focus on environment friendly design to reduce power and energy consumption along with
decrease in greenhouse gases emissions (Tomczak, Reinecke & Kuss, 2018).
4. Strategic options
SWOT analysis
Strengths Weaknesses

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 Focus on innovative designing of
environment friendly products and
services of Lightcon
 Possessing the power and ability to be
green and finding cost effective ways
(Cassidy, 2016)
 Conserving the natural resources and
protecting the environment through the
production of eco friendly products
 New business startup, due to which,
there might be difficulties in adjusting
with the local market conditions
 Lack of cost leadership strategies
 Limited range of products and services
available
 Lack of brand exposure and brand
image or identity
Opportunities
 Application of internet technologies to
enhance brand exposure
 Social media marketing and marketing
activities managed through proper
advertisements and promotional
activities can attract more customers
and increase the customer base
 Focus on reducing the emissions of
Threats
 The most important threat is the
presence of competitors like
LedEcoLighting, Philips, etc.
 Lack of assessment of market
conditions and unable to understand the
needs and preferences of customers
 Lack of promotional and marketing
strategies that has affected the business

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greenhouse gases and reduced power
consumption can create positive
mindsets among the customers
by not allowing the brand image to gain
exposure (Sax & Andersen¸2018)
 Threats of substitutes and products
marketed at lesser prices by the other
established companies can affect the
sales revenue for Lightcon.
Strategic options available
The organization, being a startup business has managed the resources properly to pursue
greater opportunities and emerge as a successful and noteworthy brand within the lighting
solutions industry. With its extensive approach to deliver eco friendly products, there are scopes
to grab the attention of customers and create a positive mindset among them regarding protection
of environment through reduced greenhouse gases’ emissions and energy consumption as well.
With its focus on greener approaches, the company can promote the brand through various
advertisements shown on televisions stating about the benefits of using eco friendly lighting
solutions (Robson, 2015). This can influence the customers and make sure to form a large

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customer base that can increase the sales for the organization gradually. It will also enable
Lightcon to deal with the threats and gain a competitive edge over its competitors too.
The resources mainly include the financial, technological and human resources essential
for overcoming the weaknesses and pursue the opportunities to counter the threats. The financial
resources are managed through proper allocation of budget, capital and assessing the expenses
incurred during the management of business operations. The technological resources include use
of advanced machineries and equipments along with the use of internet while the human
resources, i.e., the employees will be managed through proper training and development sessions
(Popkova et al., 2015). It will improve their skills, knowledge and expertise and make them
handle their roles and responsibilities properly to benefit the company as a whole.
5. Business strategies
Lightcon does not have a massive corporate structure unlike other businesses though the
stifling bureaucracy in the multi level organisational structure can create benefits in the form of
economies of scale. Due to the greener approaches, the costs of operations are lower, which has
allowed the firm to establish competitive advantage in business and for exploiting the scales of
production along with the production of high standardized products to influence the consumer
buying behaviors. The prices are kept lowered due to the lower cost of operations, which has
eased down the ways of surviving in the competition and attract more customers. The product
differentiation strategies are helpful for differentiating the products delivered by Lightcon from
the other company products by targeting the different market segments (Chofreh et al., 2016).
The product differentiation strategy in the form of promotions done on green LED lights and eco
friendly lighting solutions can develop trust and loyalty among the customer. The strategy is also

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useful for gaining higher market share through perceived quality and save costs to stay ahead of
the competitors too. The fostering of a positive culture has been possible with the compensation
programs arranged to keep the workers motivated and encouraged (Altamony et al., 2016). They
will also be trained to enhance their skills and expertise and form good relationships with the
purchasers and suppliers to deal with the production and delivery of products consistently too.
6. Marketing strategy
Marketing objectives
 To differentiate the products properly and make customers aware of those
 To implement cost leadership strategy for influencing consumer behavior and keep the
prices lower
 To enter the new market segments by adjusting with the local culture
 To adopt greener technologies for managing sustainable marketing of eco friendly
products and raise awareness about keeping environment safe and healthy
Target market
The targeted market segments include customers with varying needs, where some are
more concerned about quality while few are more concerned about the price. The targeted
market segments are environmentally cautious clients and those who want to save their
electricity bills and reduce emissions of harmful substances in the air too with the use of eco
friendly products (Altamony et al., 2016).

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Market positioning and customer value proposition
The positioning should be done by considering the needs of customers in different market
segments at first. The value proposition of customers ensures that the customers are provided
with the best quality products that are cost effective, high on quality and are both safe and
healthy for consumption with very little impact that may be created on the environment.
Marketing mix
Product- The environment friendly LED spot lamps, induction lighting, LED light globes, LED
Gen X and other eco friendly lighting solutions
Price- The price range for the products available at Lightcon start from as low as AUS$30
depending upon the products' characteristics. The cost leadership strategy has allowed the startup
business to set lower prices at first without compromising on the quality to attract customers and
influence their buying behaviors (Wolf & Floyd, 2017).
Place- The distribution and differentiation strategy will help in placing the products in various
locations all over Australia, furthermore enter new market segments to attract new and existing
customers.
Promotion- The promotions will be done through advertisements on televisions, newspapers,
magazines and an internet website will be managed too for making people aware of the new
green lighting solutions available (Kapp, Latham & Ford-Latham, 2016). The involvement of
social media can also benefit the promotional approaches to attract more customers.
Forecast sales- Sales forecast will enable understanding the needs of people in different market
segments and heck whether the supply can meet the demands or not.

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Projected marketing expenditure
7. Organizational infrastructure
The business startup will require new technologies integrated with the machineries and
equipments along with the IT hardware components to manage the marketing techniques through
use of internet. The trucks and transportation vehicles will manage stocks from warehouses and
ensure that the products are safely stored prior to delivery to the customers. The infrastructure
maintenance cost is huge and it also will include rent of building, office equipments and costs
associated with the warehouse management (Simon, Fischbach & Schoder, 2014). The costs of
incurring all these will be nearly $500000.

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8. Operations management
The major issues of procurement could be the lack of CSR strategies, lack of brand
exposure, which should deteriorate the brand image and reputation along with inability to engage
the stakeholders like shareholders, employees, clients, managers, etc. properly. Indirect
procurement often creates complexity and hinders the sustainable practices in business
management. Inventory management issues could be dead stocks, i.e., the products stored may
be out of style because of the presence of other similar products in the market and the storage
costs also could be higher due to constant fluctuations in warehousing expenses (Ha & Ahn,
2014). TQM approaches are followed to maintain quality and the scheduling has helped in the
optimization of work to facilitate the production process. All these could be managed with a
projected cost of more than $120000.
9. Technology, innovation and knowledge management
To promote innovation, technological implementations are necessary, which can be
possible by using various new machineries and equipments along with the use of internet
technology. The organizational knowledge will improved through training programs arranged for
the workers and by conducting research and development to improve the human resource
efficiency and assess market conditions to create a sustainable position in Australia (Haines,
2016). The intellectual property could be protected by managing patents, trademarks and
working with an attorney to file. All these can ensure legal protection, improve knowledge
management and prevent violation of copyrights and trademarks too.

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10. Human resource management
The human resources re the employees who will be assigned for different kinds of tasks
within the organization. The management of human resources is essential for making sure that
the production level increase and the company generates more revenue in business. The workers
should be trained for improving their skills, knowledge an expertise and make them handle any
tasks with ease, thereby result in enhancing the production and revenue generation for Lightcon
(Ptak & Schragenheim, 2016). The HR manager and employer are responsible for managing the
recruitment, selection, training and allocation of roles. The minimum salary will start from $300.
11. Organizational structure, culture and leadership
Though it depended on size, mission and values, the market and its customers, still the
horizontal organizational structure is suitable because of fewer levels of management.
The team first corporate culture will be beneficial to make the employees feel valued and
enjoy some freedom to perform to their potential. To shape a good culture, employees are
allowed to communicate and ensure that they are clear about the roles and responsibilities along
with necessary rewards, both monetary and non-monetary benefits should be provided to them.
The democratic leadership style is suitable because the leader shall consider the views
and opinions of employees and them make a business decision. The employees’ needs are also to
be taken care of with this kind of leadership (Shenet al., 2016).
Projected salary for top management team would be around $600.

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12. Financial management
Ways of managing financial obligations:
 Monitoring the financial position and reviewing the flow of cash
 Checking the payments made by customers everyday
 Evaluating everyday costs
 Keeping up-to-date accounting records
 Mnaging proper budget and meeting the tax deadlines through controlling of stocks
The suppliers who provide the raw materials and resources required for the production
should be paid timely and even the staffs to ensure smooth and steady business functioning.
Timely management of records for the funds from customers in the form of payments along with
the identification of KPIs are also essential aspects of financial management (Papke-Shields &
Boyer-Wright, 2017). The sales level achieved, profit and number of visits in the website and
stores are key performance indicators that can show the growth and success of Lightcon.
13. Capital and funding
The amount of capital needed is $500000 and it has been derived from debt, equity,
leasing activities and by assessing short and long term objectives.

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Figure: Optimal capital mix
WACC is the cost of capital and here the capital has been proportionately weighed considering
the stocks, bonds and long term debts too.
14. Economic evaluation
The economic evaluation will be possible by planning for assumptions and measuring the
performances of the business in terms of profit level achieved and competitive advantage slowly
gaining over time. The forecasting of sales and assessment of cash flow and profitability are
other aspects that determine the economic evaluation. The economic evaluation is done by
determining the breakeven analysis, sensitivity analysis, evaluating the payback period, NPV and
IRR.

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Breakeven point in units= Fixed cost/ (Sales price per unit- Variable cost per unit)
The sensitivity analysis is used to determine the dependence on one or more input variables such
as understanding the effects on bond price due to fluctuations in rates of interest (Kerzner &
Kerzner, 2017).
Payback period = cost of investments made/ Annual net cash flow

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Initial investments are $10000.
NPV= $11338.77-$10000 = $1338.77
The value 17.974 % means that the NPV is zero at the current rate.

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15. Implementation and control
Action plans
Actions Individuals responsible Timeframe
Managing the licenses and
governance structure
Manager, shareholders 30 days
Manufacturing and production Employees, suppliers 40 days
Marketing Marketing team, IT facility 10 days
Distribution and delivery of
products
Customers, wholesalers,
retailers
10 days

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Budget
Implementation and control mechanisms
The implementation of green technologies to produce eco friendly products and control
mechanisms include managing the inventories, stocks and implement the right procurement
strategies too.
16. Legal compliance
The Health and Safety Act, Equal Pay Act and Wages Act should be implemented to make
sure that the workers are kept safe and healthy and the organizational standards are maintained
too. The Wages Act will ensure that the workers, whether male or female are treated and paid
equally. The investments are done by shareholders and so they must be provided with

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information about the expected rate of return on investments (Saade &Nijher, 2016). The major
steps to ensure compliance with the organizational policies and procedure are:
 Evaluating the feasibility of policies and procedures for individual departments
 Identify the best format of policies for the targeted audiences
 Allowing easy accessibility to the policies for the employees
 Setting deadline
17. Governance
By incorporating the governance techniques, the organizational performance will
improve and the ethical standards shall be maintained by managing risks and enabling corporate
compliance with the objectives through better internal control. This would promote
communication between the business and its stakeholders, furthermore present appropriate
financial reports to analyze the corporate performance. Breaches may result due to the presence
of competitors, though the standard operating procedures are inclined with the corporate goals
and objectives (Rezvani, Dong & Khosravi, 2017). The legislations and laws are implemented to
ensure that the organization is aware of the environmental standards and social responsibilities,
i.e., towards protection of the environment and creating a sustainable and healthy environment
where people can live in. The company aims to manage the business operations sustainably and
implement greener approaches to deliver the best quality eco friendly products.
18. Corporate social responsibility and sustainability
The corporate social responsibility and sustainability are integral aspects of the business
required to maintain proper values and ethics. The company has been socially responsible,

31STRATEGIC ENTERPRISE PLANNING
because of which, it has focused on greener approaches and delivery of eco friendly products to
create lesser harmful impact on the environment. To ensure that the green house gases are
reduced along with decreased power consumption, Lightcon has prioritized on switching to
green LED lights to preserve the natural resources and save money too (SUHAIMI et al., 2016).
19. Communication
The internal stakeholders are staffs, board members, managers, employers, etc. who are
communicated it with the help of sending emails and by engaging in chat sessions while the
external stakeholders like shareholders, community partners are communicated with via emails,
chat sessions and also by conducting face to face interviews to influence them and even make
them understand the significance of making investments on the startup business.
20. Risk management
The key areas of risks are markets and competition, because the company is new to the local
market conditions and the immense competition can pose serious threats to the company and
decline the profit level. Being unable to assess the market conditions can also result in lack of
customer satisfaction and face loss in business (Pan, Sivo & Goldsmith, 2016). The major
approaches of managing risks are:
 Assessment of probability
 Evaluating the risks’ impacts
 Preparing contingency planning

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21. Conclusion
The report proposed the various aspects of strategic planning for the business startup
named Lightcon that aimed to deliver eco friendly lighting solutions to customers and for
creating a positive environmental impact. All the major aspects like situational analysis and
assessment of factors associated with business functioning, culture, organizational infrastructure
and financial aspects were managed to ensure that the startup could be successful while operating
in Australia.

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