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Strengths
- Good relationship between owners since they met at University and respective degrees gave them the skills required to carry out essential functions of MM
- Customers through UK and Easy access to large national and multi-national companies in Europe because the business is located in London. MM has a wide reach of customers and is not restricted to a single market. MM plan to strengthen this through expansion to Indian office
- Enthusiasm, youth and innovative use of social media shows that owners are aware of current trends and want to keep up with trends. Particularly important for MM as it provides marketing services (up to date) this leads to customer satisfaction
- Private Limited Company: Massive amount of costs and is held accountable for created strategies (Assets would have been at risk) PLC leads to more high risk projects as it will not lead to individual banrupsy
- Charities and NGOs are unusual customers means that MM operates in a variety of markets with more than one source of revenue (if one fails others can be relied upon for profit to keep business running)
- Strong ethical objectives giving MM a strong purpose and sense of direction and helps positive corporate image. Unique Selling Point so customers are more willing to pay high price for services as it gives customers an ethical reputation
- Owners reflect cultural diversity in everything business does such as having multicultural content in strategies. Strategies are inline with global trends and meeting wants of customers because of globalisation - seen as ethical which is great for marketing business
- Employees moving from London to India happier because of high salaries and generous benefits. Relocation of staff emphasises strong bond and employees show their loyalty to company and help to build brand loyalty
- Clare example of inspiring leadership within business which inspires workers and is producing results leading to 50% revenue increase and customer satisfaction
- PS Department awards enhance reputation of MM showing the skills of the team to be able to think of the best marketing strategies
- New contracts shows the number of customers are continuing to increase which shows MM has good potential for growth and services are selling well to target market
- Solid current position within market leading to every customer's happiness and the market is continually expanding because of skilled employees
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Weaknesses
- Rachel is fairly caution in approach and she has the highest position within the company this may potentially limit business growth
- Potential clashes between owners in terms of expansion approach (Aarvan much more enthusiastic than Rachel)
- Small business makes it harder to find sources of finance as banks less willing to give loan so expansion becomes harder. Employee number limits about of work that can be done (expansion implies more work and more produces with more customers)
- Outsourcing HR to other company can be very dangerous and this means accepting applicants that do not suit MM culture or work well with owners. Would be best if owners recruit employees (Clare going against ethical objectives could have been avoided if applicant had been thoroughly reviewed
- Continuous communication with subcontractor creating photography could slow down production process in long term. An increase in number of customers leads to more communication which reduces efficiency which may become a future problem
- MM is located in two countries that are very far away and have different time zones. Communication can become more difficult between offices reducing efficiency and productivity
- Set up Indian office but Aarvan with cultural knowledge is located in London and therefore MM will not make best use of local knowledge that Arvan has from growing up there or cultural knowledge in dealing with employees and customers
- Unable to understand culture of employees and customers may lead to customer dissatisfaction or miscommunication of intention causing reduction in productivity and efficiency. May hire another person with this knowledge and this could have been avoided if Aarvan was in India and not in London
- Manager who is disliked by employees (asked for dismissal) causes demotivated staff leading to less productivity (how Clare dealt with complaints was unethical). Unethical business practices may harm MM business image of ethical objectives if they have an unethical manager (damaging Public Image, reduction in productivity and shows employee dissatisfaction and threatens customer loyalty
- Operating Indian Branch profit is reduced for a year and there are signs of increasing costs which may cause Liquidity problems (not enough assets as they are used for new branch)
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Opportunities
- India has high potential for growth and this can be used to best of MM ability if one owners is familiar with Indian culture
- Marketing strategy for country X would be profitable and a good price would be offered. This allows different markets for profit and sustains profitability thereby increasing survival chances by increasing Profit Centres
- Prediction of increase in Asian Market which MM will be responsible for as business is close to Asian Market and located in rapidly growing city
- Suitable premises found at lower rents than UK and saved costs can be reinvested for other activities
- Access to high tech facilities (MM is known for innovative social media use thus meeting technical standards) and this is a potential target market for MM
- Market to new industry: Film Industry
- Rapid growth of Bengaluru (working and living conditions of employees are improving) helping to attract employees (UK) that were resistant because of infrastructure
- Takeover of Satv Films will allow MM to produce own marketing materials and business has control over how marketing materials are made which lessens communication and saves time and improves efficiency
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Threats
- BREXIT leading to uncertainty between EU and UK (social and political uncertainties may impact sales from European markets leading to reduction in sales (uncertainty can be reduced by targeting different markets therefore negative impact of EU market is less likely to impact profitability of MM to large scale
- Business reduces marketing spending spending in recession as customers may be lost
- Labour unions may become involved if employees are not paid their pay rises this will cause employee dissatisfaction and the belief that employees are being treated unfairly
- Country X a POTENTIAL customer has approached Clare. If country becomes a customer this decision will be scrutinised by public and MM public image will be destroyed as they are known for ethical objectives (USP) and may be seen as MM ignoring or covering up unethical country X actions
- Employees may be lost if all operations are over to India as London has a stronger creative industry this is a critical reason why designers should remain in London
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