Presentation on the Role of Small Scale Entreprises (1)

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Small Scale Enterprise
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Introduction

• LARDO restaurant is a small scale enterprise and
  it is located in the London. This restaurant
  serves Italian food to the customers in and
  around London.

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Background

• LARDO was opened in July 2012 at Richmond Road,
  London and introduced itself as Italian cuisine
  restaurants. This place is generally famous for
  the sandwiches but also its serves pizza,
  sandwiches, drinks, etc. This restaurant is best
  known for the warmest welcome in London. This
  restaurant is build on a retro theme and serves
  the quality food and has a strategy of keeping
  skimming prices. Lardo opened its another
  subsidiary COPPA which is a bar in 2014. further,
  it also opened LARDO bebe which is mainly a take
  away restaurant. It also plans to open LONZO in
  this coming year.

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Industry Overview

• LARDO is a restaurant and it falls under the
  hospitality industry and in this industry there
  are many other areas such as tourism, hotels,
  event, resort, etc. Hospitality in general term
  means kindness in welcoming guests and strangers.
  In present scenario, hospitality industry I the
  most flourishing industry due to changing
  demographics and changing lifestyle of people.
  This industry covers all the aspects that is
  operations, profit history and current market
  efforts.

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The Need LARDO Serves

• Even though serving the many segments of the
  London, it also satisfies the needs of many
  customers that includes
• Employment opportunities for young and energetic
  professionals
• Take away and delivery services to the college
  going youth.
• Roof top facilities to the customers.
• Birthday parties and other festive occasion
  facilities such as Christmas dining.

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Profit History

• This firm was established in 2012 and the profit
  history since then is presented as follows
• In 2012 the firms faces the loss of ?11,335 due
  to the expenses it incurred on tangible assets
  and other preliminary expenses.
• In 2013, the restaurant had a profit of ?39,515
  which shows that profit is increasing due to
  increase in sales.
• However, in 2014, firms had a great profit of
  ?50,391.
• Company's debtor are also increasing since 2012
  which is a indicator that sales turnover of LARDO
  is worth noticing.
• Moreover, shareholder's fund of the enterprise
  was under loss in 2012 but gradually with the
  increase in profit margin the shareholders' fund
  also increased form ?(-11,235) to ?50,491.

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10
Current Market Efforts

• The promotion of LARDO is done through online
  advertising on its website. The current
  advertising is done for the Christmas. Also it
  promote about its product by selling LONZO bread
  at Druid St Market. Moreover the promotion is
  done through media advertising and hoardings.
• It is currently planning to open its new venture
  that is LONZO in a coming year in order to expand
  its business.
• In addition to this, it has planned to provide
  Christmas do for the group of 8 or more at LARDO
  bebe.
• Along with that, it is keen to provide employment
  opportunities to the young and energetic
  professionals.

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STEEPLE Analysis

• This analysis is basically refers to as a one of
  the concept which are used to analyze the
  macro-environmental elements affecting the
  business activities. The analysis is conducted as
  follows
• Social The demographics is changing and people
  of UK prefers to have multi cuisines. For this
  purpose, LARDO has established its business so as
  to satisfy the needs of customers. Moreover, firm
  should take care that beliefs and culture of
  society does not get undermine.
• Technological In order to get success in the
  industry and reach to the higher level, a
  restaurant should cope up with the technological
  advancement. However, to install new equipments
  high cost need to be incurred which is not in the
  budget of SMEs. Thus it limit the growth of this
  sector.
• Economic Small business enterprise are the basic
  elements which contribute in the growth of
  economy. Thus LARDO restaurant leads to the GDP
  growth. However, these enterprises are one which
  is highly affected due to increasing inflation
  rate, recession and other economic crisis.

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Cont...

• Environmental Restaurants like LARDO has to take
  extra care about the protection of environment.
  As these enterprise come under more focus if they
  are destroying the environment. Thus, LARDO
  should initiate for the protection of
  environment.
• Political Change in government and its policy
  has a greater impact on small businesses as they
  do not have that much power to oppose the changes
  and employing new policies involve huge cost.
• Legal There are many laws related to hotels and
  restaurants such as food allergic laws, EU laws,
  etc. which a restaurant has to keep in mind while
  making food so that it does not harm the
  customers. Moreover, employment law and
  competition law also to followed by the LARDO
  restaurant.
• Ethics The values and ethics should not be
  undermined by the restaurant such as serving what
  is mentioned in the menu book. Non-discriminatory
  practices should be adopted and fair game should
  be played in the industry.

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Benchmark Analysis

• In order to do the competitive benchmarking two
  competitors need to be analyzed. One is the high
  performing that is Kean's Head and other is
  under-performing that is Stella's Kitchen. There
  are various steps involved in this analysis which
  are discussed as follows
• Planning To provide assistance to all types of
  customers that is to make a smoking zone within 3
  weeks for the smokers so that non-smokers does
  not get distracted by taking this view form
  Kean's Head. Than providing employment to the
  freshers of hotel management till December 2016
  as Stella's kitchen is doing the same. Firm will
  require financial and physical resources to carry
  out this function. Moreover, it is to be seen
  that discrimination is not done.
• Analysis Company should compare its existing
  performance and customer review with that of the
  strategy of Kean's Head and Stella's Kitchen in
  order to bring changes in the strategy being
  designed.

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Cont..

• Action Implementation of plans should be done
  and these should be shared and communicated with
  the stakeholders of the enterprise. If they
  suggest any changes than improvement plan should
  be developed and accordingly changes should be
  made.
• Review After the implementation of changes,
  management should review and monitor the effects
  of changes. If there is any variations in
  accordance with the set benchmark than the
  control measures should be applied so that actual
  output meets with the set standards.

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7 S of LARDO Restaurant
7 S Result
Strategy Skimming pricing, customer satisfaction by providing high quality food.
Structure Firm has flat structure.
Systems Customer support, effective human resource management system, order processing and control mechanism.
Skills Innovative skills, high competent personnel.
Staff Less employees with high energy and enthusiasm. They except high salary and good incentives.
Style Democratic management style
Shared values Excellence and enthusiasm
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SWOT Analysis
Strengths Weaknesses
Firm has highly skilled, enthusiastic and energetic employees. It has generated good profits in three years. Company has opened 3 ventures and has expanded, thus it has good financial resources. Firm is highly innovative. It satisfied it customers at its best. Firm has set excellent benchmark and work accordingly. Company is planning to open one more venture which shows that company is developing in its sector. It is not able to motivate its employees at best possible manner. The prices of the food are quite high. Firm has flat structure which make it difficult for the owner to handle and also employee's issues does not get resolve. Human resources are short due which customers does not get serve in a proper manner. The serving takes longer time. Company is unable to employ latest technological equipments.
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Cont..
Opportunities Threats
Company has an opportunity to establish its branch outside the college campus so as to attract the young customers. It can reach up to middle scale industry if it establish some more restaurants. Franchise of the restaurants can also be provided. The economic factor, political factor and the social factor put a high threat over the LARDO. Less motivating employees may leads to reduction of brand image and innovative skills. Competitors who are under-performer can reach above LARDO if customers would get switch.
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Recommendations

• Company should bring improvement in their
  management system so that employees can be made
  more motivating.
• Firm should focus upon the training and
  development of the employees so that
  effectiveness can be maintained.
• Bring innovative products in order to gain
  competitive advantage.

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Conclusion

• As per the whole situation analysis it can be
  concluded that it has good strengths and
  opportunities. If it work upon these two than
  weaknesses and threats can be overcome in a
  lesser period of time. The quality o food has
  been maintained and customer base of the firm is
  remarkable.

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References

• Gill, A. and Biger, N., 2012. Barriers to small
  business growth in Canada. Journal of Small
  Business and Enterprise Development. 19(4).
  pp.656668.
• Inter Credit Report. 2015. Online. Avaialble
  through lthttp//intercreditreport.co.uk/company/la
  rdo-ltd-07686607gt. Accessed on 22 December
  2015.
• SWOT Template SWOT Analysis Example for a
  Non-Governmental Organization (NGO). 2015.
  Online. Avaialble through lthttp//mbareaders.com
  /swot-template-swot-analysis-example-for-a-non-gov
  ernmental-organization-ngo/gt. Accessed on 22
  December 2015.

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Thank You