Enterprise and Entrepreneurial Management Essay - 5

Enterprise and Entrepreneurial Management - Essay Example Moovers and Shakers must focus heavily on internal human resources strategy to ensure that service staff members positively and enthusiastically represent the business brand. Their performances coupled with moderate and competitive pricing will help Moovers and Shakers gain market interest and achieve better profitability. Moovers and Shakers 1. Introduction Moovers and Shakers is a small, mobile food service business that will be serving Coventry, the 12th largest city in the UK maintaining a population of 316,900 as of 2011 (Coventry City Council 2012). Coventry maintains a diverse variety of different commercial centres, stadiums for sporting events, and five colleges and universities that will assist in sustaining profit for the business. Moovers and Shakers will consist of three mobile food carts, staffed in different locations within the boundaries of Coventry operating between the hours of 11am and 8pm, except during special events (e.g. sporting, school functions or arts and drama) in order to capture lunch and dinner crowds; especially commercial professional customers. Moovers and Shakers will carry a limited, yet targeted menu consisting of hamburgers, gourmet franks, nachos and cheese, pretzels and accompanying frozen and fountain soft drinks. What makes Moovers and Shakers so extraordinary will be the moderate pricing structure and an emphasis on food serving flair provided by recruited operators (staff) to make the Moovers and Shakers dining a complete and interesting experience. Moovers and Shakers will be established as a sole trader organisation. This structure will provide the owner with more control over the business, ranging from administration to accounting, and this business structure requires much less regulatory restrictions and licensing necessary for a small start-up. The sole trader format also gives the business owner much more control over exit in the event that the business is not achieving expected profitability or in the event of the owner seeking a different business opportunity. This is due to the fact that the sole trader maintains 100 percent liability for the company. Until the business is able to expand, maintaining profit control for a single business owner is necessary to ensure proper wage accumulation without split capital. The key to success for Moovers and Shakers is food quality and variety, however it is the finesse and flamboyance of food preparation by the mobile cart operators that will gain customer interest and build more allegiance to the Moovers and Shakers brand identity. Mobile cart operators will operate the frozen drink machines and accessories much like a high-class bartender, putting on a display for customers during preparation. These expert employees with the skills for food prep panache will perform a variety of tossing and juggling when assembling the customers’ products, giving Moovers and Shakers a rapid reputation for a stylish food experience. As such, the business plan will focus on recruitment and retention needs as employees will be vital to building a positive brand and how to reduce risk of losing qualified, expert employees. The business plan will also rely heavily on advertising in order to compete. The business plan therefore focuses on models of marketing that are known to bring more buyer interest and how Moovers and Shakers intends to apply these lessons to this innovative mobile food business. The

According to the existing material, to write a report to the Essay - 2

According to the existing material, to write a report to the management team to address the strategic issues facing the company as it embarks on expansion including international expansion - Essay Example The company is teaching martial arts to more than 300 primary and secondary schools and had a membership of more than 20000 people. Nippon UK having different brands such as Nippon UK Martial Arts, Nippon Retreats and Martial Arts Holiday, Nippon Uk Presents and Nippon Professional Development (Prestonmartialarts, 2012). Brand identity can be defined as the outer expression of a brand. Brand identity mainly includes trademark, name, visual appearnce and communication. In addition, brand identity helps in identifying a brand and distinguishing it from the other brands. Nippon UK Martial Arts offer their customers the opportunity to practise, learn and understand the martial art skill. The services provided are self defense, children and adult jujitsu, ladies and mixed kick boxing, little ninjas and judo (University of Texas, 2012). Hence the brand identity should reflect its dedication towards their target customer base. In accordance with the vision of Nippon UK martial arts following brand logo has been designed. Weaknesses – Nippon UK Martial Arts goes in a traditional way. The way they follow to teach the students is not fully advanced. So in this case any other school of martial art can take the advantage of using modern and technology based methods to operate. Hence the company has failed to set barriers of entry for new players. Opportunities – The biggest opportunity of the company lies in international expansion. Initially it can expand to the European Union countries. Apart from that the company also has the opportunity to make use of modern tools and techniques for training. Threats – The threat for Nippon UK martial arts comes in the form of intense rivalry within the industry. Training schools such as Freestyle Kickboxing, Red Dragon Martial Arts and Shinobi Kai Basingstoke offer stiff competition (Martialartsclubs, n.d.). The decresing popularity of martial arts can also be