Growth and Marketing Strategy: A Plan for Zoe Allen's Expansion

This report provides a comprehensive analysis of growth planning for Zoe Allen, a London-based firm, focusing on strategies and expansion opportunities. It utilizes frameworks like McKinsey's 7S and Bowman's Strategic Clock to assess key considerations for growth, including strategy, structure, systems, shared values, skills, style, and staff. The report evaluates potential expansion areas using Porter's Generic Strategies and the Ansoff Matrix, recommending a hybrid strategy and market penetration to achieve a competitive advantage. It also outlines a detailed marketing strategy to support company goals and examines investment opportunities, emphasizing the importance of macroeconomic factors and online networking. Furthermore, the report considers various departure or successor alternatives for small businesses, providing justifiable suggestions for execution assistance. Desklib offers a range of study tools and solved assignments to aid students in understanding business development strategies.

42- Planning for
Growth

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key considerations for growth.....................................................................................................3
Assessment of potential expansion areas.....................................................................................5
TASK 2............................................................................................................................................7
Opportunities for development....................................................................................................7
Development possibilities and routes..........................................................................................7
TASK 3............................................................................................................................................7
Create a well-thought-out and detailed marketing strategy to aid in the showing of experience
and information about how to create for the achievement of company goals.............................7
Description of the foundation of a company's strategic edge......................................................7
TASK 4..........................................................................................................................................11
Considering the advantages and disadvantages of numerous departure or successor alternatives
for small businesses, as well as the advantages and risks of the each alternative.....................11
In contrast to giving sound suggestions, we evaluate exit or successor alternatives.................12
A systematic examination of the corporation's successor or exit possibilities, as well as
justifiable suggestions for execution assistance........................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Preparing for development is a system identification carried out by a top operation to make
sure the company can create real development in near region by employing the appropriate
tactics and processes (Abdullah and Najib, 2016). As a result, managers must design appropriate
short- and long-term strategies in order to secure and expansion in the business. It is necessary
for businesses to ensure that it is able to implement them correctly in order to attain greater
levels of development in the years. Zoe Allen is selected for this article. It's a firm based in
London, Great Britain. The many approaches for economic development would be addressed in
this study. It will examine the aspects that SMEs must take into account when evaluating
expansion possibilities and developing a company strategy. As step of analysis, the departure or
successor possibilities for a certain company would be explored.
TASK 1
Key considerations for growth
There really are multiple kinds of factors that must be taken into account by the company
in order to reach better levels of development in the years. McKinsey's 7s methodology could be
utilised to discover issues. This platform's evaluation is as continues to follow-
McKinsey's 7s framework-
This paradigm could be utilized by organisations to identify the numerous aspects inside
existing operations that have an impact on prospective progress. The following are the elements
that will be mentioned-
 Strategy- It is necessary for companies to ensure that they have been capable of
employing the appropriate methods in the upcoming. Companies should anticipate their
opponents and ensure that they employ the suitable methodology. In the case of Zoe
Allen, it is critical to develop an effective expansion approach. It would be possible to
verify whether the appropriate strategy is taken (ALIZADEH, KHODAEE and
MAKNOON, 2016).
 Structure- An organisation must ensure certain that the design it chooses is appropriate.
In the case of Zoe Allen, the appropriate framework must be chosen in order to retain the
appropriate amount of productivity and efficacy.

 Systems- A business needs to ensure that the proper processes are in place such that
performance and productivity can be sustained sans difficulty and complications. It is
critical for Zoe Allen to have the necessary processes in place so that it would assess the
best course to take in order to achieve expansion.
 Shared values- There have been various forms of universal interests that are component
of a business management. In the case of Zoe Allen, it is critical that these principles are
taken into account correctly by the organisation. That's because by employing them, the
company would be likely to expand.
 Skills- It refers to the various competences that businesses demonstrate in order to reach
the required rate of development. These qualities must be addressed in Zoe Allen in order
to make strategic initiatives.
 Style- It refers to the manner of functioning that businesses employ. In the case of Zoe
Allen, they must follow a specific approach that will greatly assist company in
developing corporate strategy.
 Staff- It relates to the institution's workforce For Zoe Allen, it is critical that employees
demonstrate their efficacious skills, which also would undoubtedly aid the business in
achieving more success in the upcoming (Aryeetey-Attoh, 2018).
Bowman's strategic clock-
Bowman's strategic clock describes the major kinds of marketing stances which a firm
could require in order to choose the greatest alternative for achieving stronger productivity in the
upcoming time frame. The following are the many roles that are accessible underneath it-
Low Price and Low Value Added (Position 1)- In this situation, the corporation
produces goods that are cost cheap and have a little worth attached to them. This stance is indeed
not appropriate for a business like Zoe Allen since it may result in a losing of dominance of the
industry.
Low Price (Position 2)- Businesses in this situation attract clients by maintaining their
prices of product lines down. In the case of Zoe Allen, the ability to exploit this platform for
attracting new clients is critical. As a result, the firm may be able to reach a greater degree of
prosperity.

Hybrid (Position 3)- A combination of cheap cost and item uniqueness would be
regarded in this situation. As a result, in the perspective of Zoe Allen, this situation is highly
favourable for expansion.
Differentiation (Position 4)- This placement helps business owners to ensure that its
offerings are distinguishable. This viewpoint could be embraced in the perspective of Zoe Allen.
Focused Differentiation (Position 5)- In this situation, corporations concentrate its
efforts on some industry sectors wherein it could distinguish respective offerings. This is an
excellent opportunity for Zoe Allen.
Risky High Margins (Position 6)- Companies establish huge rates for various items and
operations in this situation sans giving anything significant. In the perspective of Zoe Allen, this
is really a bad stance because it would result in deficits.
Monopoly Pricing (Position 7)- In this case, a dominance is formed in the industry by
commercial groups. If Zoe Allen is successful in establishing a dominance in the marketplace
then it could take this stance.
Loss of Market Share (Position 8)- In this viewpoint, a common pricing is established
for a variety of low-value items. As a result, it is not suggested for Zoe Allen (Campbell, Nel and
Mphambukeli, 2017).
Justification- Zoe Allen must take the Hybrid Strategy, in which it may charge a
reasonable cost for its items and operations while still distinguishing itself from its competition.
By properly utilising such situation, the business will be able to prepare for high-level
development in the years, as it will be able to acquire additional buyers and gain a tactical edge
over competitors.
Assessment of potential expansion areas
In the corporate world, there are many possibilities for a company to expand. These could
be detected utilizing the concepts listed below-
Porter's generic strategies-
Porter's generic tactics are utilised explicitly to identify potential expansion possibilities.
Such tactics could be applied in the framework of Zoe Allen as shown below-
 Cost Leadership- It is a necessity of this approach for enterprises to ensure that expenses
could be efficiently lowered. In the case of Zoe Allen, it is necessary to use this critical
activity by lowering the total price amount.

 Differentiation- It focuses on the businesses' efforts to differentiate its goods and
offerings. It is necessary for Zoe Allen to ensure that her goods / services stand out from
those of the rivals.
 Cost Focus- Businesses concentrate their efforts with this approach on particular parts of
the marketplace wherein company could save money. Management should discover such
marketplaces in which they could save expenses in the perspective of Zoe Allen.
 Differentiation Focus- It focuses on specific marketplaces wherein businesses may
distinguish its items / solutions from those of its opponents. It is necessary, according to
Zoe Allen, in order to prepare for potential development (Costello, 2017).
Justification- The executives of Zoe Allen must employ the Price Leadership approach
since it will allow the business to minimise expenses while increasing industry dominance. It
may safely remove its competition back by gaining greater marketplace dominance allowing it to
accomplish greater levels of development with fewer concerns and difficulties.
Ansoff Matrix-
The Ansoff Matrix is a managerial technique that is being designed to determine the various
kinds of business expansion that firms might employ in order to attain greater rates of success.
The following are the many approaches that fall underneath it-
Market Development- Businesses use this method to find business sector opportunities
in which to sell their goods and solutions. Administrators of Zoe Allen could ensure that
company is capable to pursue higher-level growth by successfully utilizing it.
Diversification- Companies could vary its brand and business offerings by bringing new
items and operations into a whole market segment. If Zoe Allen's administration uses it, this
should result in better earnings, but it is also a dangerous approach to pursue.
Market Penetration- Companies could achieve significant development by guaranteeing
that additional of its current items and operations are sold in the industry. In the case of Zoe
Allen, this technique could be employed to ensure growth by expanding the company's product
line in the marketplace where it presently operates.
Product Development- Businesses must ensure that businesses create the appropriate
items for the consumer. For this, Zoe Allen's executives can employ cutting-edge tools and
approaches (Deyle, Chapin and Baker, 2017).

Justification- Zoe Allen's administration could employ Market Penetration Strategies to
approach a growing industry for extending their unique products, helping to attain robust
expansion.
TASK 2
Opportunities for development
There seem to be numerous opportunities for Zoe Allen to develop in the upcoming. It may
determine the impact of internal factors on business development utilizing McKinsey's 7S
methodology. Bowman's strategic clock could be utilised to determine the optimal commanding
advantage for the organisation to take. The strategic approach could be discovered using Porter's
Generic Strategies. The Ansoff Matrix could be utilized to determine the optimal strategy for
gaining business expansion and competitive edge. Apart from that there are variety of options
available for the company in the market in which it is working and thus it can use some of those
aspects so that it can help the firm to increase and expand its operational aspect in the long run
and also can prove beneficial in improving its overall value in the industry so that it can stay
ahead of all of its competitors that are prevailing in the similar market conditions (Fuseini,
2016).
Development possibilities and routes
There are numerous sorts of new opportunities and routes accessible to a corporation. Zoe
Allen is capable of determining the right plan of action. Utilizing the Ansoff Matrix, the
company's executives discovered that they can employ Market Penetration Strategies to targeting
a growing industry in order to maximise earnings and customer base and gain a comparative
edge in the road ahead.
TASK 3
Create a well-thought-out and detailed marketing strategy to aid in the showing of experience
and information about how to create for the achievement of company goals
Description of the foundation of a company's strategic edge
The foundation for an association's development is obtaining an upper hand. The key
comparative strength of Zoe Allen is connected to its price management strategy wherein they
offer the items at a cheap cost in order to acquire a big base of clients, and as a result, their

company would reach unprecedented heights in a short amount of time. As a result, the
corporation will be able to outperform its competitors and retain a fresh good competitive
standing (Gunn and Var, 2020).
Evaluation of the investment opportunities accessible
The biggest chance for Zoe Allen is dependent on the numerous macroeconomic
structural features, which are connected to the outer world. The UK's existing democratic
situation aids in the creation of greater opportunities for company expansion both inside and
across the nation. Because the citizens of the United Kingdom are fiscally secure, they invest
more on items, which aims to increase overall quality of life in community. In this case, Zoe
Allen can use online networking to promote their services, which will assist them acquire a huge
number of clients. Finally, a corporation may take advantage of the possibility by engaging in
CSR activities that are both ecologically good and helpful to the business performance (Harilal,
Tichaawa and Saarinen, 2019).
Analyze the development choice utilizing Ansoff's expansion vector matrix and the threat
connected with each choice.
Ansoff matrix
 Market development- This technique is for existing items to be introduced into a new
market. In the particular instance of Zoe Allen, this strategic management aids in the
expansion of their company with their current facilities, but it also increases the chances
of confronting rivalry in a niche venture. As a result, the firm's manager should conduct
data analysis prior to functioning their company in an innovative industry so that they
might quickly resolve the difficulties.
 Market Penetration- This technique, according to Zoe Allen, entails reducing the
quantity of goods available in the current industry. This has a lower expense of
implementation, but it comes with a large danger of a decline in the label’s identity. To
get around this problem, a corporation could cut the cost of its products by copying the
marketing approach of competitors.
 Diversification- In the case of Zoe Allen, this approach carries a significant threat since
the company might entering an international industry with its special offers, which carries
a significant concern in terms of whether or not it draws consumers. To deal with this
problem, businesses can conduct thorough industry analysis and raise client knowledge.

 Product development- In this case, the business could bring a fresh item into an
established marketplace to increase revenues. It comprises the possibility that perhaps the
item being introduced will become well-known and boost sales, or whether it will not.
This allows the advertising supervisor to evaluate the client's tastes and interests after
constructing the prototype, resulting in increased earnings (Kong, Liu and Fan, 2019).
Solutions for debt finance are evaluated, as well as the potential costs involved with the offered
strategies
Company overview- Zoe Allen is a well-known company in Britain which operates as a
public body. The management of such a firm wants to extend its commercial enterprise by
adding two additional headquarters in UK so that they might gather a big base of clients and
generate a good quantity of revenue. To do so, the management could improve the marketing
plan which could be examined hereunder-
Vision- Zoe Allen's mission is to increase revenues by attracting a big number of
consumers by providing a supportive atmosphere and providing best-in-class services.
Mission- The corporation's main goal is to create a client-focused organisation that
provides the finest professional products and investment to individuals while also achieving
development through increased economic assets.
Objectives- The Zoe Allen's aim is to make the marketplace wiser by spending
significantly in socially responsible and producing high-quality output. One of the firm's main
goals is to attract customers by 20% and earnings by 15%, which will be achieved by growing
their operation in London by adding 2 additional offices (Mahamud, Samat and Noor, 2016).
STP
 Segmenting- In this way, a Zoe Allen director could categorize the industry based on
consumer characteristics and disposable income. Managers could identify individuals
based on their household, vocational school, and discretionary income using census
information. Several people choose to spend extra money on their residences, while
others choose a simple apartment with only the necessities. As a result, it is simple to
draw more individuals based on existing preconceptions.
 Targeting- By opening a fresh store in England, the management could attract a certain
household grouping based on its wealth, style, hobbies, and average age of 20-40 years.

 Positioning- In order to engage and maintain consumers, Zoe Allen's manager wants to
put its standing at the front of the priorities list by delivering high-quality apartments and
flats for lease. In order to establish the marketplace, a firm must utilise a marketing and
selling plan in which it advertise its firm via online networks, advertising, and other
means such that consumers are informed of it (Mwangi, 2016).
Financial information-
After evaluating the company's perspective, mission, and targets, Zoe Allen could indeed
conduct a STP assessment and budget accordingly based on the results. This will aid in the
implementation of the proposed two London branch offices, allowing the industry to expand
rapidly by creating a profitable edge, a competitor benefit and an increasing earnings and
income. A fiscal budgeting and working capital summary could be created for this purpose, as
seen below-
Budget
Cash flow statement
Suggestion for the company

By evaluating the aforesaid strategic plan, it is suggested that Zoe Allen engage a skilled
individual who could really correctly study the industry in order to meet expansion in an
acceptable manner. Companies may correctly study the people' likes and dislikes in this way,
ensuring that offerings are delivered effectively and that potential users are attracted (Orrieri,
Porretta and Savaré, 2019).
TASK 4
Considering the advantages and disadvantages of numerous departure or successor alternatives
for small businesses, as well as the advantages and risks of the each alternative
In the event that a modest company is unable to create revenue and compete, it also has the
alternative of either exiting or adopting transition strategies. According to Zoe Allen, realtors
have had a difficult time controlling their company from their inception. In this environment, the
executives have made the decision to leave the business. Exit alternatives are something that
every entrepreneur in a small firm looks for. The foregoing are some exit alternatives for Zoe
Allen, along with their merits and disadvantages-
Liquidation: This alternative entails selling all assets and shutting down all enterprises in
the actual world. Insolvency is the process of closing a firm and transferring its funds or even
other interests to creditors. Insolvency is the ideal exit choice for any tiny firm, such as Zoe
Allen or others, that is relevant to the achievement and practises of a particular event because it
have so little to offer. The below are the advantages and disadvantages of each method:
Benefits: The choice is the cheapest and fastest of them all. Zoe Allen won't have to
worry about the business again if she chooses the dissolution alternative because it's freed of the
ties that were holding it back from preserving its tradition.
Drawbacks: The choice does not deliver the best yield on capital. The only way to make
money from a foreclosure sale is to sell resources such as merchandise, property, as well as other
machinery. Zoe Allen would not be free to transact in the relevant sector again and if the
company chooses this option. It also makes it difficult to collect the remaining amount from a
variety of sources.
Management Buy-Outs: Planning forward for various ways is extremely hard as well
as complicated. It is, nevertheless, achievable whenever a company owner is prepared to take an
exit from the industry in which it is operational. In this scenario, investors who are cognizant of

the organization's position are willing to purchase the organization from the founder. In the
instance of Zoe Allen, because the executives are acquainted with the proper property firm and
know how to run it, the leave choice could lead in an easier transfer while also increasing
devotion to the company's founding tradition.
Benefits: The firm is passed on to someone with a lot of expertise in the firm. Zoe Allen
would be likely to profit from the agreement if she chooses this choice. The choice is also
preserved to some degree. It's straightforward and straightforward to set up, and it guarantees
anonymity. It also has a higher possibility of accomplishment than some others.
Drawbacks: Regarding Zoe Allen, the restriction of managing purchase would be that it
makes it harder to raise capital and financial assets. It also entails the danger of market
manipulation, which could result in a decrease in the purchase cost of the issuer's stocks. Finding
a management or worker that chooses to acquire the company is crucial for modest businesses.
Selling to investors or partners: A businessman could quit the firm by offering his or her
company to financiers or collaborators. Smaller companies may be able to market their firm
solely for the capitalists' or associates' investment. This alternative may be comparable to Zoe
Allen's Trade as Normally method, depending on the purchaser's needs (Sedghi, Ahmadian and
Aliakbar-Golkar, 2016).
Benefit: The alternatives preserve the lineage and also the normal operation of all
functional areas. Zoe Allen could depart the firm when using alternatives in the hopes of making
a large profits from the sale of stock. Connecting and negotiating with a recognized purchaser
enables the whole transaction go more smoothly.
Drawback: It's tough for Zoe Allen to find a qualified purchaser who is interested in
buying her company's stock Furthermore, staying involved with an organization in any form is
difficult. The procedure has the potential to cause major issues for both sides.
Dissolution is the best exit choice for Zoe Allen because it comprises simple processes for
winding up the business while simultaneously preserving its reputation. With this alternative, the
organization could easily and quickly wrap up its operations.
In contrast to giving sound suggestions, we evaluate exit or successor alternatives
A modest company is thought to get a variety of departure choices. Whenever Zoe Allen
chooses the dissolution alternative, they enjoy the advantages of simple formalities, rapid
dissolution of the firm, and inheritance preservation. On the other hand, when a smaller firm

chooses the exit alternative of offering to shareholders or collaborators, it reaps the advantages of
increased income from the transfer of stock and interacting with well-known individuals who are
capable of managing and developing the company in the market. Management buy-outs, on the
other hand, might make obtaining cash and departing the marketplace more onerous and
complicated. It is suggested to Zoe Allen should she choose dissolution choices because they are
simple and allow her to finish all of her closing operations swiftly (Smętkowski, 2018).
A systematic examination of the corporation's successor or exit possibilities, as well as justifiable
suggestions for execution assistance
It is thoroughly examined because an exit choice is a tactic used by businesspeople to
depart their companies. One alternative is dissolution, which has the advantage of being a
straightforward procedure and a speedy closing down of the organisation. Furthermore, the low
capital yields and lenders' rights on monies from liquidated property are disadvantages of the
dissolution alternative. The other alternative is management buy-outs, which assist small
businesses by putting the corporation in the control of a trusted individual and allowing them to
make extra revenue following the transaction. On the opposite, one of its disadvantages is the
difficulties of finding a recognized purchaser.
Zoe Allen is advised to choose the departure choice of dissolution because it entails the
easiest and quickest procedures. Furthermore, the businessman will no longer need to bother
about the firm because it entails no links for lineage preservation (Syssner and Meijer, 2018).
CONCLUSION
It could be stated from the preceding research that expansion strategy is a critical investment
which executives could engage in. At a certain stage in the future, each business must prepare for
expansion. Administrators are able to make such strategies for a specified term frame, such as
Short-Term, Medium-Term, and Long-Term. If the company is capable of developing the right
market penetration, it will undoubtedly gain the necessary competitive edge against its rivals in
the immediate term. As a result, their ambitions and targets could be met. Various aspects must
be taken into account by administration. The Ansoff Matrix could be utilized to determine the
optimum development opportunities. A corporate strategy is beneficial since it could be utilised
as a blueprint to provide direction. Corporations could select exit choices in order to depart the
company when they are not producing the requisite revenues.

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