Perween Warsi Case Study - S&A Foods - Business Assignment Help

Assignment Task:

When Perween Warsi moved to the UK in 1975 with her husband and young son, she was disappointed by the lack of tasty Indian food available. Perween hoped she would be able to recreate the dishes she used to make back home in India, but quickly realised that the ingredients just weren’t available.

Undeterred, Perween used all her resourcefulness and flair for invention to create an authentic range of snacks for local restaurants. Demand rapidly grew and Perween aspired to reach even more British food lovers through national supermarket chains. As a result, in 1986 Perween was invited to submit products to Asda.

Parween Warsi’s hard work has paid off. She is a successful entrepreneur and one of the richest Asian Women in the UK. In1986, inspired by her family and her belief that there was a lack of quality Indian food available in UK supermarkets, she set up S&A Foods. From small beginnings, in her kitchen at home, she made food using fresh ingredients in order to test the market. Her dream was to have her products on supermarket shelves nationally.

Perween’s products performed extremely well in taste and quality tests resulting in a ‘Best in Category’ award and the S&A Foods Empire was gathering momentum. 

Within six months the first factory was opened and S&A were already thinking about new potential ways to grow the business. In alliance with another food partner S&A then invested in a new purpose built factory in Derby, creating over 100 local jobs and expanding production from Indian snacks to a growing range of ethnic ready meals.

The business continued to grow in the 1990s, in partnership with Venture Capitalists 3i which brought about even further growth and success.

In 2004, Perween once again took full control of S&A, more determined than ever to fulfil her unique vision for the company’s future.

Over the years our reputation for quality and creativity has not gone unnoticed and to date we have received close to 50 major awards for amongst other things our cuisine, our innovation, how we develop our staff as well as our commitment to health and safety.

As our business and reputation grew so did our range of products and today we continue to provide an increasing variety of innovative and authentic ethnic cuisine.

Following this, she diversified her product range. It now has a wider range of cuisines including Thai and Malaysian. S&A operates in four factories in the North of England, employs over 1,400 people and has an annual turnover in excess of £100 million. Warsi’s company now provides ready-made meals to supermarkets across the UK and Europe, including Asda, Safeway, Waitrose and Sainsbury’s. Yet when, as consumers, we pick up our Thai meal or chicken fajitas from the supermarket, it is not apparent from the packaging that it is made by S&A Foods. 

The UK food sector is competitive and fast moving, with over 7,000 new products being tested each year. In this dynamic environment, Warsi still believes ‘in the tremendous potential of ready-made meals, but is weighing up other opportunities in the food market’.

Source: Rosenberg, Michelle (February 2008). "Truly inspired woman: Perween Warsi". Growing Business. 

Required:

1. What would be the aims and objectives of the Perween Warsi business when she first started out S&A Foods?

2. Discuss in detail the other form of business ownership that you would recommend for Perween Warsi’s new business by justify your answer with relevant examples.

3. Identify any TWO (2) internal environment and any FOUR (4) external environment and how these elements affect Perween Warsi business.

4. Construct the best promotion mix that is used in the promotion method to increase the acceptance of the product(s) or service(s) of the organization you have selected.

5. Conclusion and Recommendation:

   •   Challenges faced and how do you solve the challenges faced Recommend future features for the product (for the product to remain competitive in the market).

6. Discuss job description and job specification for S&A food.

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