BSS029-2: Strategy and Innovation - Small Company Analysis Report - Management Assignment Help

Assignment Task:

Task:

Introduction

This report will analyse the Silver Birch Florist company. It will show how to use business tools and framework to gain knowledge about the market and competitors and identify short- term strategy risks which the company is facing. The report will analyse the current and future trends in the florist’s industry in its area and will show usefulness of the business strategy tools

1. Main Body

1. 1. Description of the company

            Silver Birch Florist is the family company which started business in 2009. The company is seated in Luton, Bedfordshire on Dunstable Road. It is good location because it is between Luton and Dunstable, two busiest towns in the area. The company offering delivery of them products, what is very important in difficult times of pandemic. Them customers do not need to go out from home to send the flowers of gifts for them loved ones. The company deliver them products local and international. It is good strategy to get lots of customers, as many people living far from them families, and sending flowers to different town and even abroad is good idea to make customers happy. They have got many different services in them offer; it is not only flowers selling. They offer flowers with delivery for all possible occasions, gifts, candles and products for decoration. It is very wide offer, what makes them customers base growing quickly and effectively. The company working on big scale through the UK, and also international. They are sending them products to almost all world, what is very good strategy as UK is culturally diverse, and there is lots of people from around the world.

1. 2. Industry analyse overview

            The florist market in Luton and Dunstable area is big, there is lots of competitors for Silver Birch Florists. There are many shops which offering similar services as them. However, in the ranking of best flower shops in Luton, Silver Birch Florist are in Top 3, next to the Fleurette Luton and The Flower Girls (Expert Recommendations, 2020). The company is the newest on the local market, because it was open 11 years ago, while The Flower Girls are working from 25 years, and Fleurette has over 40 years of experience. That can cause problem with acquiring customers. It is very strong competition, because they have in offer similar services and products as the Silver Birch. Them competitive advantage is that they have got international deliveries, while the Flower Girls has only local one, or click and collect option. This giving them opportunity to get more customers, especially in that diverse environment which is Luton area. The florist industry selling them products and services with all occasions and enterprise events, as a wedding, funerals, birthday parties, or even occasions as valentines’ days or mothers’ days. It is very wide range of possibilities.

1. 3. SWOT analysis

            SWOT analysis (APPENDIX1) is very powerful tool to gain understanding about the company. It is helpful to understand the advantages which company has got, and the area which need further plan and develop. Swot help to analyse the internal and external issues of the company.

STRENGTHS – very wide offer of products. Instead of flowers company has got balloons for every occasion, chocolates and gifts like teddy bears, or baskets with presents. Very good advertising, friendly webpage with easy access to information about company services and prices. Very good quality of products.

WEAKNESSES – slightly biggest prices for luxury bouquets than the competitors.

OPPORTUNITIES – very good develop of internet services and deliveries for local and international. Comfortable e-commerce aspects, possibility to order services and products remotely, with no need go out from home. Budgets for flowers for special occasions growth through past year.  

TREATS – definitive treat for the flower industry is COVID-19 pandemic, which hits all industries in the world. There are no weddings, less birthday or any occasional parties, what make flower selling go down. In the past few years there come many substitutes for flower as a gift, there are chocolates jewellery and many others. That causing flower market in less profitability than before.

1. 4. Porter Five Forces

            Porter Five Forces (APPENDIX 2) is the framework for analyse business competition on market. It is very useful tool to gain knowledge about competition on the market, threats which company can face on its way. By analyse company with this framework owners can come up with emergent strategy to find the way to win with the competitors. From this analyse company can gain knowledge about current situation on market, and how to make them company more profitable.

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