Swing Patrol UK: Business Analysis, Objectives, Plans & Changes

This report provides a comprehensive analysis of Swing Patrol, a UK-based small business enterprise specializing in dance events. It identifies the company's strengths in promotion and specialized services, while also highlighting weaknesses such as limited capital and brand promotion. The report compares Swing Patrol's performance with a competitor, Charles Cantrill Ltd, and recommends strategies to overcome weaknesses, including online presence enhancement and employee skill development. It also suggests new areas for business expansion and reviews existing business objectives, proposing changes and an action plan for implementation. Finally, the report assesses the impact of the proposed changes on the business and its personnel, outlining a plan for managing these changes and monitoring performance improvements.

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................4
A. Profile of the selected business enterprise........................................................................4
(B) Compare the performance of Swing PatrolSwing Patrol with another small business . 5
TASK 2......................................................................................................................................6
(A) Recommendation and condition to overcome the weakness..........................................6
(B) Ways to maintained and strengthened the existing performance ...................................7
(C) New areas in which the business could expand with reasonable justification................8
TASK 3......................................................................................................................................9
(A) Assessment on existing business objectives and plans...................................................9
(B) Reviews the business plan and suggestion areas of changes........................................10
(C) An action plan to implement the changes.....................................................................11
TASK 4....................................................................................................................................12
(A) Impact the proposed changes will have on the business and its personnel...................12
(B) Plan for managed the changes in the business..............................................................13
(C) Monitor improvements in the performances ...............................................................14
CONCLUSION........................................................................................................................16
REFERENCES.........................................................................................................................17
1

INTRODUCTION
Small business is that which is established by skilled and creative person. This type of
business plays a huge role in the development of society and country because they offer job
opportunities to the people. Through the job, people are able to improve their financial
conditions and living standard within the country. In this context, present report is based on
Swing Patrol which is located at London and provide various dance styles through the events.
Cited firm performs its functions for Dragons' Den shows. This report covers the strengths
and weakness of chosen firm. Apart from this, it also explains the various ways to maintain
the strengths and remove the weaknesses. Furthermore, the report also describes the new
areas where the cited firm can expand its business in an effective manner. It helps in
evaluating financial performance of the company that are required for competing with
different businesses in various countries. At the end, this report describes the impact of action
plan and changes within the firm.
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TASK 1
A. Profile of the selected business enterprise
Business Name: In this context, selected organisation is Swing PatrolSwing Patrol UK
that works as private sector and has its owned operations and functions.
Owner structure: Mainly, Swing Patrol provides the best events and promotion of
different dance shows (Storey, 2016). In addition to this, number of dancers are there who
have participation in the various events. Tranky doo is a workshop which is being promoted
by company in order to have better customer experience.
Background and history: Swing Patrol was organised and started their functions from
16th May 2006. They offer a range of hospitality with packages. Mentioned firm is one of the
best and famous company in London. To make long term objectives and operations, this
enterprise provides several kinds of products and services.
Location of company: Swing Patrol is located at hope cotage OX, London which is
one of the famous and biggest areas of the country. Because of the best location, cited
organisation is able to attract more customers and they also get satisfied because it is the
crowidining area so they feel safe and secure with its location.
Strengths: The chosen corporation focuses on the promotion with different ideas and
creativity; they specialise for different kinds of products and services that help to meet the
goals and objectives in an effective manner. Therefore, it is the best way to attract more
people towards the business. In addition to this, there are various experts who teaches various
dance steps. Along with this, number of courses of dances are being introduced in the market
range. By having an effective consideration of key aspects in regard to customer service are
being promoted.
Weakness: Besides this, cited corporation has not been able to improve the
productivity of business. Due to lack of capital, they are not able to grow their operations in
different areas. It has been noticed that managerial activities are not properly maintained
which impacts the overall working. Company is not focused on promoting its brands so that it
was failed to attract customers and increase their market share as well. Limited market
segment and network affects sales and profit margin of company.
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Mission: Swing Patrol has main aim to target large base of customers. They focus on
the customer's desire and interest. They want to produce the services and products according
to customer's desire and interest.
Vision: The company has established clear vision to analysis different functions and
they are able to crate successful brand image by providing and developing new products and
services In the market.
People: Jonathan Charles and Katharine Sarah are providing different operations and
functions that are taking an important part to guide and maintain the business practices.
(B) Compare the performance of Swing PatrolSwing Patrol with another
small business
In respect to achieve success, there are different kinds of products and services will be
developed in the market that help to advertise its functions and operations. From the year of
2009, Swing Patrol is offering different programs such as entertainment, events etc. In this
context, big competition of chosen organisation is Charles Cantrill Ltd(Schaper, Volery and
et.al., 2014). This organisation also providing different services and products which
generates several competitions in it.
Swing Patrol (In
GBP)
Factors (Year 2015) Charles Cantrill
Ltd. (In GBP)
Factors (Year 2015)
5000 Sales 6000 Sales
1500 Expense 2000 Expense
3500 Profit 2800 Profit
On the basis of tabular representation, it can be said that sales of Swing Patrol is being
advanced in recent years which allows to have effective development in terms of business
sustainability. In addition to this, it can be said that Swing Patrol sales has been recorded at
the scale of 5000 GBP. However, on the other side the sales of Charles Cantrill Ltd is high
but the profit margin ratio is low as compared to Swing Patrol. It is because the management
is not able to control the expenses.
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From the above comparison, it has been concluded that Swing PatrolSwing Patrol,
United Kingdom are able to enhance their success. It has been stated that chosen organisation
enhance their operations and functions in international market in effective and systematic
manner. They are able to increase their productivity and margin. Other small business which
is competitor of chosen organisation is Charles Cantrill Ltd. This company also provides
the different services and products but they are not able to enhance the performance of their
business on regular basis as compared to Swing Patrol, their productivity and margin are less.
As compared to chosen organisation, Charles Cantrill Ltd. has to focus on their performance
and to improve the productivity and growth, they have to follow different marketing
strategies and approaches. Hence, enterprise need to focus on the areas and should determine
the different areas where they can easily expand their business and functions.
TASK 2
(A) Recommendation and condition to overcome the weakness
As weakness decrease the benefits and productivity therefore, cited organisation has
to determine their weakness and should follow the different approaches and strategies to
overcome the same. In this context, through the smooth functioning organisation can create
various opportunities. These opportunities will help cited corporation to meet future success
and development. Swing PatrolSwing Patrol selected TOWS strategies to improve their
performance and productivity and this strategy will help cited firm to remove the weakness
(Blackburn and Wainwright, 2013).
Strength (S) Weaknesses (W)
Opportunities (O) S O strategies
Swing Patrol United Kingdom
has many functions and
operations that help to promote
their business functions. In this
context, chosen organisation
has to improve the quality of
their products and services to
Through making certain
changes, company can expand
their business operations in
different areas of the world.
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attract more customers
(Ackermannand Audretsch,
2013).
Threat (T) Cited organisation can hire the
highly qualified and skilled
employees who will help in
success of chosen corporation.
Highly skilled employees are
able to satisfy the customers
through the best services.
The chosen organisation has
opportunities to follow the
different strategies which will
decrease the production cost
and increase the benefits.
Moreover, there are many ways through which the cited firm can remove weakness.
To improve the business growth and benefits, weaknesses have to be removed in systematic
manner. For scanning internal environment, firm can use SWOT analysis that will help
enterprise to have detailed investigation about current situations. It will further assist in
taking corrective actions to solve those kinds of issues at stipulated time. Existing problems
faced by company can be sort out through emphasizing on providing technology related
solutions at compatible price against other competitors.
Focus on positive and new opportunities: Swing Patrol should focus on the positive
traits and should ignore negative traits such as depression, anger etc. However, developing
new future opportunities is the best way to remove weakness and negative traits from the
firm. Opportunities help to remove negative traits and maintain the strengths.
(B). Ways to maintain and strengthen the existing performance
For many corporate events and enhancement in dance shows, the chosen firm also
need to develop their functions and operations. Cited company can improve their
performance in the following ways:
Online availability: Chosen organisation can improve their business through the
online technology. In this process to attract more customers, they should promote their
products and services online and they can use different YouTube channels to advertise their
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business. Moreover, they can promote their products through the social media such as
Facebook, Instagram etc. as the social media is the best way to attract the young people.
Hire and select the high skilled employees: To maintain its reputation, cited
organisation has to recruit new and highly skilled employees because all productivity of
business is based on the workers within the company. Employees can increase the
productivity of business with the help of their personal skills such as high communication,
energetic, positive attitude, innovative, creative etc. All these skills will help an organisation
to achieve their target in systematic manner.
Huge Network: In this context, cited organisation has to provide different package
system to the customers for maintaining the customer's loyalty for the corporation. Through
the huge network chosen organisation is able to communicate with different people of
different country.
Maintain relation with customers: Customer's loyalty is the success key for any
organisation. So, to maintain the relation with customers, cited firm has to provide different
systems and offers to the guest. Moreover, as number of customer increases, productivity and
brand image will also increase. Customer's loyalty helps any organisation to maintain their
strengths. Moreover, it also helps to compete with competitors in the market; to maintain the
customer's loyalty, firm have to provide high quality services.
Employee's motivation: As all productivity and business is depended on the
performance of employees. Thus, ensuring high motivation among all staff members are very
necessary. Employees help to maintain the strengths of any corporation. If employees are
satisfied and happy with their job conditions, then they will provide their extra efforts in the
success of firm and this will help in managing the strengths.
Proper planning and management: The owner of cited firm need to create effective
plan to maintain the strengths for long term. Mentioned corporation has to used different
leadership styles such as situational, system and contingency to maintain the strengths of
business. Moreover, to develop the future opportunities in the firm, manager of Swing Patrol
should use different market strategies and also focus on the controlling, planning, leading and
organising to maintain the business strengths. Through the effective market strategies,
manager of cited enterprise will be able to promote their services.
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(C) New areas in which the business could expand with reasonable
justification
Swing Patrol provides different kinds of services in the UK market. In this context,
graphical areas are limited in the UK market. Business expansion is very important because it
helps to increase the brand image of the firm. In this context, cited firm is continuously trying
to focus on management and trying to hire more employees with higher qualification and
knowledge. They select those people who have the best dance skill and positive behaviour.
Furthermore, graphical area is also limited that is required to boost and offer dance classes to
attract more people.
In addition to this, it can be said that company need to invest more on research and
development segment so that better analysis of business can be taken into account. Along
with this, financial improvements is also essential to refer so that long term values need to be
referred. Firm should try to integrate existing business processes of their client companies to
new processes so that better outcome can be produced at workplace.
To expand the business, cited firm is trying to develop their operations in Europe and
Asian nations. In these nations, cited firm can easily expand their business because these
nations are not able to provide so many dance classes. In order to expand the business, cited
firm has to make action plan. Through the proper planning and different strategies, cited firm
can expand the business in an effective manner. To expand the business, management has
responsibility to provide the high-quality services to make good brand image. To attract more
customer, Swing Patroleeds to adopt new dance style. In the present situation, cited firm is
offering limited dance style like Charleston, lindy hop etc. Furthermore, they have to offer
new dance style as it will help to expand the business all over the world.
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TASK 3
(A) Assessment on existing business objectives and plans.
It is very important for Swing Patrol to examine their objectives and functions so that
they can find that their efforts are going in the right direction or not. From the analysing, it
has been found that cited company is serving the best quality products and services to their
customers. They are able to satisfy their customers in good manner hence; their primary
objective is being accomplished in systematic manner. Cited firm providing the best and high
quality service to customers therefore they are able to maximize productivity and business.
Swing Patrol providing dance styles according to people's interest and desire. With the help
of different dance style form cited firm are able to meet the demand and expectations of
customers. To increase the market share and profits, they are setting proper objectives. On the
other hand, it is very important for venture to consider all the objectives so that they can use
quality tools and techniques.
To create awareness in the customer's mind about their products and services is
another objective of cited firm. They are planning and creating different market strategies to
promote their business and services in different areas. Effective marketing is one of the best
tool to attract the customers towards the firm. Through the different market strategies and
leadership style, cited firm is able to create the awareness about the products and services in
the mind of customers. Through the digital technology they will able to create the huge
numbers of awareness in the customer's mind and can increase the productivity of business.
As digital electronic technologies plays a huge role in the industry. Digital technologies
includes internet, social media etc. most of people are active at social media platforms. Cited
company can promote their services and business through different social media such as
Facebook, Instagram, Twitter etc. with the help of social media cited firm are able to get
feedback from several customers. Through the feedback and reviews of clients, organisation
can provide the services and products according to customer's desire and needs. To create
more awareness, they are focusing on the different marketing campaigns as a promotional
plan (Mason and Brown, 2013).
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(B) Reviews the business plan and suggestion areas of changes
Management of Swing Patrol plays a huge role in changing the policies and structure
of business and top management is responsible for reviewing the existing plans and business
objectives. There are several issues and conflicts which are generated at workplace some
misunderstanding have created in the mind of human resource, administrative and top
management. This have negative impact over the productivity and profitability of the cited
firm (Mason, 2015). Such as administrative have planned that they will use different
techniques and tools which helps employees to improve the performance. But the problem is
arises that they have not offered the appropriate trainings of new dance style to their
candidates. Workers are not able to use the new techniques in an effective manner. On the
other hand, management of cited firm have planned that they can promote the services and
their business through the social media to create customer's awareness but they are failed
because they are not providing enough information on social media about their business.
Therefore, the business unit has to develop new plans and strategies to overcome all these
deficiencies. In order to maintain better relationship with customer's, organization should
emphasize on appropriate deployment of cloud based solutions with reducing security and
data theft related issues in a proper manner. Social media marketing and traditional marketing
channels would be helpful for the company to increase awareness among company and better
perform against other competitors in an appropriate manner
To enhance the productivity and remove the deficiencies at workplace, cited firm will
use budgetary control techniques as financial tools. The management of cited firm has created
a plan that they will make budget for every expense like marketing, sales budget, production
cost budget, purchase budget, research and development budget. All these factors will help
organisation to improve the benefit and decrease the over all production cost. Apart from this,
Swing Patrol will use proper designs and structure for their official websites. As previously,
chosen organisation is not providing enough images and information about their products. To
create awareness in the minds of clients, they have planned to post several events on every
week. Through the good images and enough information on social media, customers will give
feedback in the form of comments which helps firm to improve the business and to attract the
new and more customers towards the chosen firm. Moreover, they will compare actual
performance with the standard performance (Gupta and Raj, 2013).
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Furthermore, previously, cited firm was not providing the trainings and development
to the employees therefore, workers of mentioned firm are not motivated and feel work
pressure at workplace. Hence, turnover of employees increases in Swing PatrolSwing Patrol
so to remove the high turnover and enhance the performance of employees in an effective
manner, cited firm has planned to provide different activities and trainings. Through the
trainings and development, employees will be able to share their knowledge and skills with
each other. They will feel satisfied with their job conditions and provide extra efforts to
accomplish the target. Moreover, administrative have planed to offer reward system through
the employees can feel motivated in the business environment. Along with this, motivation is
very important because it helps in enhancing the performance of employees as if workers are
happy and motivated, they will give their extra efforts to satisfy their customers and this
process will improve overall performance of organisation.
(C) An action plan to implement the changes
Swing Patrol has created an action plan in order to make all changes in the
organisation. The action plan includes various steps to achieve a common goal in desired
manner. Through the action plan, cited organisation will be able to clarify what resources are
required to reach common goal. The plan will help to make changes in systematic manner in
business environment. Without the activity plan, implementation of changes in the business
structures is not possible. This plan includes various steps such as determine the goal and
target of business, assess rules and roles, develop an activity plan through the planning,
controlling and other tools, implement an action plan and last step is measurement and
evaluation. In this context, Swing Patrol need to make plan through expanding the services as
online venture so that higher qualified and skilled employees can be recruited (Ramdani,
2013).
The action plan of cited firm is as following:
 Activities needed for implement changes: to change the business structure step by
step, action plan is divided into several activities and operations. In the first stage top
management of chosen hotel will examine the areas where the changes are needed.
They will collect the different information and dates from the several sources.
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 Rules to manage the changes: after founding the target and goals in this stage venture
have to change their business system and structure according to new changes. They
have to offer new rules and regulations according to new structures. As to attract the
customer more, they need to create an official page on these social media like
Facebook, twitter etc(Lambert and Davidson, 2013).
 Monitoring and reviewing activities: this is third stage of action plan, in this stage
organisation need to examine that they have performed according to the standard and
new rules. Management has responsibilities to analysis the over all performance of
organisation on regular basis they should ensure that all things are done according to
new structure and changes. At this stage hotel is able to determine the gap or
deviation by starting the comparison between the actual performance with the
standard performance.
 Budget and time frame: this is the last and final stage of action plan which brings
effectiveness in the corporation. As outcome, through the action plan management of
chosen hotel will able to perform different activities and tasks in effective manner.
Actions Employees
responsibilities
Resources are required
during execution of
action plan
Estimated activity
completion time
Problem identification
phase
Detail discussion about
problems and issues
Active participation of
employees and key
employees of
organisation
6 months
Monitoring over action
plan
Monitoring over entire
action plan
Expert and experience
employees of company
Regular activity
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