Company Account For Shine Communications Business Essay

The task mainly targets understanding the type of small business with the variety of business and management concepts. In this project aim for on performance analysis of small business, applying changes to boost business performance, assess business aims and plans, introducing new business strategies.

Scenario 1

Company profile for Glow Communications

Among almost all the marketing communication businesses Shine Marketing communications is positioned as among the best small enterprise in UK. Sparkle Marketing communications was founded in 1997 as an agency for pr and marketing communication and the business works on four basic worth: Smart, Fresh, Connected, Committed. Stand out Communications given as the best small company / company at Sunday Times Best Small Companies To IMPROVE 2012 as well as the CEO Rachel Bell was named the best innovator. The company is changing day by day with the latest requirements. Shine organize many campaigns under various ways however the major way of providing is social advertising activities. Team durability of the company is highly counted in level of small business. Shine Marketing communications is working with a team around fifty minds and they are able to use most strong brands about the world.

SWOT research for Sparkle Communications


Market position

Shine Marketing communications is the most sought after personal relations company over five years in UK.

Working Partners

Shine Communications has strong working capacity with strong brands across the world as BARCARDI, ebay, paramount, Intercontinental hotel group etc. it is a huge advantage for Shine Communications to own such large traders in their business. That cause to build a mysterious reputation to the business name.


Shine Marketing communications is well diversified across their pattern of delivering campaigns. Stand out 1 is where all the promotions are designed on with strategies, valuable ideas and PR related materials via marketing blend. Glow 1 also concentrate on delivering alternatives for brand Management. Sparkle Studio competent enough to provide high quality security design, development of videos, picture taking to client. Stand out Live happens to be engaged set for develop events, immediate marketing, sampling, guerrilla marketing. Glow creations are largely backed by public media. In this manner of interacting is highly demanded. When comes to Shine SOCIAL MEDIA MARKETING it based on five C' s ; content, route, community, carrots and interconnection. The diversifying factor within the business enterprise is attain higher strength to the company.

Research and Development

For the development and sustaining on the market each and every business need R&D. Shines Marketing communications particularly does not has a division to carry out such procedures. But they always warn on latest styles and styles in market, culture and population. In that way they are able to keep their promotions refreshing. That capacity to be alert add more and more values to the business.


Revenue Concentration

When compare to the same level business the expected revenue is very little satisfied that is approximately 35000 (36%). it isn't enough income because the business operates under different categories.

Count of heads

Shine Communications utilize a team of less number about 56. All of the functions completed by them in a good schedule. In a single side it brings weak spot to the business.


Client Base

The company has the ability of building strong client base because of the versatility patterns of the company. At present also, they are dealing with iconic brands in the market under different categories.

As the business get to know day by day, with their achievements and awards it'll lead to marketing efficiency on the market.


Shine Communications must face competition posed by other local small businesses with the special client base they have from bounded areas. As well as the competition from large size PR companies that serves countrywide.

Analysis of the business enterprise performance

Performance of a company is determined by different factors. To judge performance of your company comparatively Porters' five pushes model gives a large cover up. The duty facing professionals is to investigate competitive forces in an industry's environment to be able to identify the opportunities and risks confronting an organization. Michael E. Porter of the Harvard institution of business administration has developed a construction that helps professionals in this research. (Morden, 2007)

According to the Porter establishment of many companies pose a threat. Industry of PR is completely filled with thousands of companies, therefore the buyers may easily move on to other company. As PR is very little capital focused industry so entrance is much easier compare to another industry. so you can find high threat of new entrance.

Bargaining power of customers is the energy customers have to stress up companies in a specific industry. In PR making use of this factor is not identical. Some organizations highly be based upon customers while others neglect that so the bargaining ability can be rated as average factor. PR is a industry build with knowledge. It is very difficult to find good PR people to allow them to demand more. There exists competitive rivalry among companies in the PR industry because loosing a one customer could cause to lose ten.

Value chain analysis consists of interlinked activities that finally geared to achieve customer needs and requirements. In each stage it brings value to the ultimate product. On the market of PR it targets to give customer satisfied last product. Activity of the worthiness chain consists which can be related to sales, marketing, promotional. As a small business in PR industry it requires to pay attention on that activity. Elements of service symbolize activities related to after service, assisting, handling complains. As the company in PR industry it is highly connected with those factor.

Scenario 2

How to beat weaknesses

As pointed out in SWOT evaluation there are few weaknesses diagnosed. The less income compared to other companies in PR industry can be an issue related to the business. To overcome this problem company needs to focus on making increasingly more profits. For that they need to aim for as well as high budget and low quality promotions. Because sometimes profit margin of low quality is higher than profit margin of high budget.

And also they must carry out promotional advertising campaign emphasizing their awards to be able to attract increasingly more valuable customers

Strength of a working team is not always depends on matter of heads. However in Shine Communications there are just 56 employees in the company. Because they are in PR industry they will have to cope with people who need everything properly done. As the few amount of work force they employ a busy and restricted work plan so sometimes they need to face problem of flexibility when working with customers. So it is better to hire well preferred employees to conquer being inflexible amidst customers.

How to maintain and strengthen existing performance

Shine Communications operates with core worth inside the business enterprise that really helps to run business functions efficiently. That leads them towards more accomplishments. In order to maintain performance they need to renew their ideas frequently. Customers expect different kind of outcomes from the business. Identifying new fads in cultures, market and world is important because customer's preferences change with those tendencies and factors.

In this type of business it is required to build great team heart and romance. To reinforce up existing performance in a company team playing has vital role. Sparkle Communications already having good team spirit and that should be maintaining and strong to maintain performance.

Shine Marketing communications reach their customers in several ways plus they value their customers. It is better to tie up up a knot between customers in a small range business because one customer means lots. To realize more performance it must value people indeed.

Performance of any company rather depends upon capabilities of the employees of the company. So to be able to acquire high performance it is required to improve performance of individuals. For this employees should learn, push to get new knowledge, encourage to learn. Those will definitely contributes to improve performance of the company.

New area which the business could be expanded

It is a way of executing well by joining to a fresh field of business. Like a company in neuro-scientific PR the Stand out Communications can develop their business procedures directly into different fields. As per the tendencies of the business enterprise and the way they execute their business activities most lead to the sector of marketing research. Marketing research is the function which web links the consumers, customers, public and the market through information. Information used to identify define marketing opportunities and problems, generate refines and assess marketing action and activities checked marketing shows and improve knowledge of marketing as an activity(Macolam, 2007).

Shine Communications already in the position of understanding patterns of customers and they're deeply examine the changes in market as well as every aspect of the population in order to carry out their campaigns. So shine communications has a enthusiasm for researching. In a very marketing research it is important to measure that which you done. Validity refers to the extant to which we captured data and are we calculating what we designed to solution(Naresh, 2006). Shine Communications measure the output of the effort that they achieved the mandatory focus on. So by using those techniques they'll be able to measure the impact and benefits associated with conducted marketing research to a particular company.

Scenario 3

Identify and determine the prevailing business targets and plans

Objectives of the business define where in fact the business wants going in future and what we want achieve in confirmed time frame(Baker, 2008). Shine communications are in a plan of getting more and more closer to their customers in order to deliver standard service to them. According to the Truban(2002) the client is the person receiving the outcome of the advertising campaign in fact we must go through the deepest level of specific satisfaction. So relating to that shine has a plan to modify their distribution channels suit to the present day demand. They are planning to use LIS Sparkle the mailing list and other public sites to make aware and advertise what is happening, new posts, new applications for many who are interest. According to the Rothwell(2004) the main objective of personnel training and development are to improve the quality of worker for achieve different responsibilities. Glow is not in strength of allocating time for group of training and development. But they are having a plan to develop skills of their employees by using twitter and LinkedIn. In that method they are having objective to permit their members to share skills and experience with others in the social multimedia.

Revise the prevailing business ideas of the company and suggest home based business plans

As per the Pinson(2004) business plan is extremely important for the success of business which is main purpose is to provide a picture into the future business. Business plan is very much important to truly have a integrated vision about the company, mutual understanding among the list of team, recruiting, determine financial requirements and many more things. Shine Communications should concentrate on raising their profit margin for that they need to develop business plans in order for doing that task. Also the business must focus on recruiting procedure. To develop strengthen high spirit team they must have a good plan for manage human source.

According to the new business era suggested Shine Communications is required to develop home based business plans and objectives in order to capture the marketplace. Business plan is not really a fixed written doc that can't be amended according to the changes within the company (Carig, 2009). So as the suggested home based business field of marketing research they are expected to develop new goals and objectives to the business 's business plan. First company needs to develop a methodology to perform the researches. That means they should experiment on different ways to gather information and measure the result. The best result methodology can be selected. Then the company needs to hire capable human being resource to carry out field work as well as indoors work. Then they must develop a business intend to promote home based business area to existing customers, clients and outsiders by social media.

Prepare an action plans to use the recommended changes

According to the ideas of Bozeman and Straussman(2003) action planning guide to day today activities in a tiny scale company. It should be a strategically build up framework that must significantly effect on the business activities. It's important to plan operationally and strategically when a company proceed to a new business, service or product. As per the ideas of Homburg, Kuester, Krohmer(2009) while preparing a action plan first necessary to develop affirmation of what must be performed. Within it is needed to specify the types of the outputs and results that should turn out. Then it is required to explain the steps that need to follow to be able to achieve the objectives and exactly how it will take place. Each and every step of the action plan should be carried out carefully by delegating the duties and power. To determine the best methodology first need to accumulate information from direct contacts already they may have with the company. Then give attention to small and medium range groups to acquire information. Then use shine's interpersonal media activities in order to assemble activities. After collecting enough information it should be processed to choose the best strategy. For the selecting appropriate technique company has to follow above given steps consequently by the prevailing staff in confirmed timeframe. But also for the future projects the existing personnel not be sufficient enough and they are not theoretically and skillfully ready to perform the tasks. So the next action should be recruiting research able human reference to the business. Then they can carry out another level tasks successfully and effectively to meet customer requirements

Scenario 4

Outline the changes of the organization with the new revised plans

The fast change affects the business development as well as the organizational environment. The transformation of the organization can be considered a competitive advantage while it could cause to collapse the complete organization composition (Hudson, 2001).

Organizational structure

As per the idea of Robbins(2007) composition of organsation demonstrates the meaning of framework planned on the group who are connected under one roof top. It shows the way they will work, power delegation, obligations, leadership and how the decisions flow. Based on the new programs the organsational structure is liable to modify. Due to the new recruitment steps and home based business field new articles are generating, new market leaders are emerging. therefore the existing structure of the business must change matching to new business plans.

Business policies

According to the Smith and Fingar(2003) business policy provides direction to predetermine goals and targets of the company to hide areas of structural, useful manner. With the establishment of home based business field in a existing company it cause to do changes in the prevailing business insurance policies.

Impact that the suggested changes on business and personnel

Small scale enterprises rarely believe in policy changes and business changes. They largely do changes with the intension of creating better workplace and work environment

(Obien 2011). Within the Shine Marketing communications the changes going to made might occur different impact on both business and personal. By proposed changes the business will get new dimension towards the success. The business enterprise will be more profit focused in a budgeted platform and also have to concentrate on both iconic brands and locally distributed brands. Shines coverage changes may lead business to more and more customers locally and nationally. Until new procedures and procedures become familiar and founded organizational performance can be affected based on the changes made. Performance may increase up while employees are comfortable enough to match with the home based business strategies (Smith and Fingar 2003)

With the home based business aspect employees can work in every single department without any hesitation. For the the existing personnel need to review the new business area and its own operations thoroughly. Because being a little scale company nobody can limit only build field of activities. They are anticipated to can get on the work training by writing experience among each other. Professionals are to use the listening and questioning strategy that transfer employees to improve body work that leads to target organization goals in a team spirit (Conaty and Charan, 2011 ). To build up team spirit within the organization there must be a bond between new and existing personnel. For that it's necessary to plan and develop campaigns which allows to become listed on together and share skills and experience. That changes help to develop employees in person and lastly it causes whole performance of the company.

How the changes on business heading to manage and gauge the performance

As per the ideas powered by Pinson(2004) significant changes in a business could cause to improve management, production, insurance plan negatively. When applying changes to existing business it is needed to systematically minimize negative effects on the business enterprise functions, employees and management. Specially there can be competition among new and existing employees as a result of degree of skills and experience. A smart competition can be respected but if it is growing up to rivalry it should be went to. Employees with different capabilities must be treasured while offering others an opportunity to enhance their skills. The word diversification is connected with changes of an business function, market, products. Diversification may bring business towards while much diversification tugging business backward. By adding more business fields to the prevailing business it may cause sophisticated situation because of too many business functions and activities. But by concentrating on every single function evidently and particularly identifying specific factors the negative impact on business can be reduced. According to the Malhotra(2006) performance of a fresh plan should assess and report at length in order to significantly identify.

Performane by daily basis

Tasks of new plan










Total value

4 - High performance

3- Average Performance

2-Poor Performance

1-Not performing


The business environment of small range business is rather dissimilar to large scale business environment. Business functions of a tiny business is not much complex to comprehend and and yes it is not hard to gauge the performance. The determined company has triggered business plans and it can be advanced by applying trivial changes. Though it is an small enterprise changes running a business plans, business functions and goals cause large impact on the performance of the company.

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