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Chapter 15

Critical issues in business success and failure

15.1: Having a business plan

bulletThe business plan is the blueprint for future growth and development within a business. It sets out the desired goals and direction of the business.
bulletBusiness plans need to be adapted to changes that occur in the business environment, e.g.; changes in technology, competition, the economy and customer's needs and wants.
bulletComponents of a business plan include:
bulletthe prime function of the business
bulletthe mission statement
bulletplans and strategies
bulletbudget projections
bulletIn addition to these, the business plan should also detail:
bulletwhy the owner want to establish the business
bulletwhat goals the owner wishes to achieve in the business
bulletwhat steps will be necessary to achieve these goals
bulletthe time frame in which the steps and goals should be achieved

15.2: Identifying and sustaining competitive advantage

bulletIn order to maintain a competitive advantage in the long term a business can adopt a strategy such as:
bulletprice-cost strategy- the business achieves the lowest production costs possible in order to reduce sale price but not quality. Economies of scale, low labour costs overseas, use of technology etc can be used to achieve this.
bulletdifferentiation strategy- offer the business customers something different to competitors: high product quality, innovative design, positive brand image or top quality service.
bulletThe challenge is to sustain competitive advantage in the long-term by using strategies such as:
bulletongoing research and development
bulletuse of patents and copyrights
bulletnegotiating exclusive contracts with suppliers
bulletlobbying government to limit foreign competition

15.3: Avoiding overextension of financing and other resources

bulletTips to avoid overextending finance include:
bulletbusiness planning
bulletavoiding an overdependence on debt financing
bulletlong-term financial planning
bulleta small start
bulletbusinesses also need to be wary of overextending other resources such as stock or staff (labour).

15.4: Using technology

bulletTechnology available to businesses include:
bulletcustomer transactions- EFTPOS, ATMs
bulletCommunication equipment- faxes, mobile phones, pagers, wireless networking
bulletMachinery and equipment- computers, PDAs, robotics, machinery
bulletInternet
bulletTransportation of products and raw materials

15.5: Managing cash flow

bulletCash flow is the money coming into the business in the form of cash receipts and the money leaving the business as cash payments
bulletProblems that can affect a business's cash flow adversely include:
bulletpoor stock management
bulletcollection of debts
bulletpersonal use of funds 

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