McVities Business Plan Evaluation

Environmental Reviews

Environmental factors are the most important factors which are used in applying a strategy successfully in the company. Strategy for various products of the company is defined through these environmental factors. The McVities is the most useful, faithful and popular product of the united biscuits (Limited, 2016). Therefore, due to the high popularity of this company’s products among the customers of the country and the customers worldwide, we decided to carry this business to some other countries and for the present time we want to start this business in Sydney. I have selected Sydney, because McVities is a U.K based company and depending upon the growing rate of this company it seems to be a profitable business. As we know, Sydney is the capital and it has a large number of industries and companies. Therefore, it seems to be a huge scope of our company in the Sydney (Virgin, 2016). There are many benefits to start the business in Sydney as it has a large population which helps in increasing the sale of the company. It provides friendly locations to start a new business, while offering a strong start-up culture. Sydney offers a high standard of living and provides an atmosphere to do business according to one’s requirements.

Situational Analysis

Situational analysis is that which provides us the information about the past, present and future of the company or a business we are doing or we are willing to do in a particular region depending upon various factors affecting the business related to that region.  It tells us about the various external and internal approaches which can affect the company in carrying out its business, while affecting various decisions taken by the company for the development of the business. Situational analysis also helps in making the selection among various strategies being used for the benefit of the company. Situational analysis consists of various macro and micro environmental factors, PESTLE analysis and SWOT analysis, etc., which helps the management of the company in making various decisions in carrying out their business (Goyal, 2014).  

Macro and Micro Environmental Factors

The company can achieve its aim only when it follows a right strategy for carrying the business in the market and for selecting the right strategy, factors related to macro and micro environments is necessary. The McVities has a good name in the markets of more than sixty countries worldwide and the company has achieved this by providing rich quality of food products from several years to its customers. Micro environmental factors tells us about the various competitors of the company like Danone Private limited, Burton’s food limited, etc. and these competitors always give a good competition to the company. The products of McVities are of rich quality and the customers of all ages like this brand very much, due to its rich quality of productivity. It is not an easy task for other companies to compete with because they never compromise with the quality of the products they are manufacturing for their customers. As a result, this company is in a superior position as compare to other companies (Harish, 2010). Macro environmental factors are also very important for each and every type of business and they influence the various decisions being taken within the company for the sake of the company. Macro environmental factors depend upon various analyses like PESTLE analysis, SWOT analysis, etc. The PESTLE analysis consists of six phases or steps which are political factors, economical factors, social factors, technological factors, environmental factors, legal factors and the last one is social factors. SWOT analysis is consisted of four parts or we can say SWOT analysis tells us about the four major properties of the business which are Strength of the business, Weakness of the business, Opportunities available and the final one is Threats to the business. Each and every factor of these both analyses affects the business of the company in different-different manners and it is difficult for the company to completely control all these factors (UB Group, 2016).

Pestle Analysis

Pestle analysis is an informational tool used in each and every organization or a company for collecting information related to various factors affecting the company. Pestle analysis is consisted of six factors which are according to written below:-

• Political – Political factors are responsible for affecting the sales of the products in Sydney. Trading facilities are easily available in the country and all the companies working in this region are working according to the conditions mentioned by the food corporation of the country. Therefore, policies prepared by the food corporation and by the government of the country take into consideration by each and every company present in that region.
• Economical – Economical factors are those which tell us about the various shares hold by the company. Basically, economical factors are related to the financial status of the company. By the continuous sale of the company, economic growth of the company is increasing day by day. The propounded products from the competitors of the company, tries to affect the economic growth of the company. Due to the effects produced by these factors, mostly tries to put an impact on the economic stability of the company too. So by considering various economic studies we decided to start our business in the Sydney. High standard of infrastructures required by various companies is easily available in this city. In this city transport facilities are also easily available, which are very supportive in the import and export of the products of the company (The Institute of Grocery Distribution and IGD Services Limited, 2015). Therefore, the management of the company needs to think about economic factors before starting any type of business.
• Social – According to this factor the company needs to think about the demand of their products in the market. The McVities is the first choice of the customers, but it still has to face a lot of challenges occurring due to the products being produced by other companies, which are of the same quality and are available at low prices and can affect the sale of the company by decreasing its sale and popularity among the customers. So the company needs to take some important steps so that they can easily compete with the other companies.
• Technological – In the technological phase, the company main focus is upon the latest techniques being used for the production of various products in their company. According to this phase an organization or the company should use the latest techniques for the production purpose, so that the quality of the products can be increased while decreasing the costs, which provide various benefits to both customers and the company while increasing the productivity of the company.
• Environmental – As the name specifies, that this phase is related to the environmental factors surrounding the company. Sydney provides various beautiful locations to start our business. Further, the environment should be eco-friendly so that more and more customers get attracted towards the company.
• Legal – This factor tells us about the policies made by the government of the country or a city for carrying out the business in that city. All the companies working in that city have to follow these policies strictly.

Swot Analysis

Swot analysis consists of four properties which are as described below:-

• Strength – This property tells about the various strengths of the company, which are responsible for the productivity of the company by increasing the sale of products in the market. The company’s name and its popularity are one of the various strengths of the company. Wide networking and advertisements also provide the company a huge strength to compete in the market. The quality of their products is also a type of strength for the company. As we know that the McVities is the first choice of all the people of different age groups and the top ranking of the company in London stock exchange, all these factors strengthens the company.
• Weaknesses – This property tells about the various weaknesses of the company, i.e. the factors which are responsible for making the company weaker. Nowadays almost all the people are connected to the internet and they collect each and every type of information required by them from the internet. There is a lack in promotion of the products of the company due to which many people are unaware about the quality of products being delivered by the company. Some geographical related issues, divided support from the enterprises, etc. are responsible in decreasing the productivity of the company (Sullivan, 2015). Therefore, we will take some strict actions in solving these weaknesses as soon as possible.
• Opportunities – This property provides various notifications related to manufacturing of the products. It also provides important information about the modification in the stakeholders of the company. It helps the management in making various decisions related to the improvement of the products and introducing new - new products from time to time according to the requirements of the market.
• Threats – It gives a brief description about the factors responsible for decreasing the sale of the company. Food products of other companies are also a part of threat to the company because they also cover a large part of the market and the company needs to face many problems in competing with them (Gupta, 2013). Regular changing policies of the government are also becoming a threat to the company. The company has to face many competitions in the market of various countries, while following all the policies introduced by their government.

Marketing Analysis

The McVities is completely focusing on the various aspects which are responsible for the growth of the company. The company is using the latest techniques for their production process and always keep on trying to fetch important information for the future use of the company (Berry, 1999). The McVities is one of the most popular companies in this field for delivering rich quality of products at reasonable prices. Marketing analysis consists of four properties which are as discussed below:-

• Product – The performance of the company in the past, is now helpful for us to solve those problems by the use of the latest strategies and tools for the production process. Sydney provides a great transportation facility for import and export of the products to several other regions. For all this the company needs to deliver good quality of food products to the customers.
• Place – This is the most important property responsible for the sale, import-export, productivity, etc. of the company. Sydney is a suitable location for the business, according to geographical conditions, as the time zone of the country overlaps with both US West Coast and Asia. And it provides a high standard of living and exciting atmosphere of the company to carry out its business (Team, 2008).
• Price – Sydney is not a cheap city, but it provides a high standard of infrastructures easily available for the requirement of the company. It provides each and every type of service related to transportation, production, etc. while carrying out the business, we should think about the price of the product of our company, which should be reasonable so that more and more customers get connected to our company.
• Promotion – This step involves the appearance of the product and the method to do its promotion in the market. The company should gather the information about the social media sites, etc. being used by the people so that the company can easily promote their products in the market with the help of those social media sites. This method of promoting the products of the company in the market can easily increase the sale of the products in the market, thus increases the productivity of the company.

Conclusion and Recommendations

According to this study, starting a business in Sydney is beneficial for the company because it provides various facilities related to environmental factors, transport, logistics, etc. High standard of infrastructure is easily available for fulfilling the requirements of the company. Taking into consideration all these factors company need to think about its network across the world for increasing its sale and productivity. The company should also follow the segmentation process for achieving their motives in the targeted market. It should keep an eye on its production process so that a good quality of food products can be delivered to the customers.  The McVities have introduced various campaigns for the promotion of the products. The brand keeps on introducing a new category of products for attracting the customers towards it. And one of the major factors is that the company never compromises with the quality of its products as a result, customers of all age groups like to purchase their products while placing the company on a top position among various other companies.

References

Berry, T., 1999. How to Write a Marketing Analysis. How to Write a Marketing Analysis, December.

Goyal, A., 2014. McVitie’s Digestive Biscuits Marketing Management: Scribd, Available at: https://www.scribd.com/doc/235912831/McVitie-s-Digestive-Biscuits

Gupta, D., 2013. McVitie's Digestive: Wholesome challenge. McVitie's Digestive: Wholesome challenge, 26 March.

Harish, B., 2010. McVitie's : Taste Ki Nayi Language. McVitie's : Taste Ki Nayi Language, 02 March.

Limited, U. B. (., 2016. Mcvities official website. [Online]
Available at: http://www.mcvities.co.uk/

Sullivan, F. &., 2015. Strategic Analysis of the Facilities Management Market in Greater Sydney. Strategic Analysis of the Facilities Management Market in Greater Sydney, 12 November.

Team, I., 2008. McVitie’s Milk Chocolate Digestives, Available at: http://ivythesis.typepad.com/term_paper_topics/2008/08/mcvities-milk-c.html

The Institute of Grocery Distribution and IGD Services Limited, 2015. United Biscuits case study: the sweeet™ campaign. United Biscuits case study: the sweeet™ campaign, 15 April.

UB Group, 2016. McVitie’s shows its quirky side with new biscuit launch. McVitie’s shows its quirky side with new biscuit launch.

Virgin, 2016. The world's best start-up hubs: Sydney, Australia. The world's best start-up hubs: Sydney, Australia.

 

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