Wyższa Szkoła Języków Obcych w Poznaniu
Higher National Diploma in Business
BTEC National Diploma in Business
Unit Title: SMALL BUSINESS MANAGEMENT
Unit Tutor: Brendan Duffy
Assignment 1: Position Audit Report
Statement of authenticity:
I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged.
Student’s signature: ................................... Date: ................................
Student Name: Piotr Półtorak
Group Code: Bmhnd01nd01
Date: April 14th 2011
· Business Profile
Apart from that, Decora delivers a broad portfolio of top quality products, specifically and individually tailored to suit all customer needs. The company expands and modernizes its logistic and technical infrastructure through well-planned investments. In addition, rapid development is “Decora’s” major concern; hence it is opened to new ideas and innovative solutions, aimed at increasing the company's value for its shareholders, employees and customers. “Decora” employs about 80 people. The company is placed in Środa Wielkopolska near Poznań.. The mission statement of the business reads: „As an organization, we are committed to provide our clients, shareholders and employees with top values consistent with their expectations” and “Decora’s” vision: “We constantly seek opportunities for development. Our goal is to become the industry leader”.
The history of Decora goes back to the year 1996, during which it was established. The company was founded as a ceiling tile manufacturer. A partnership starts out with a team of just three. From 1997 to 1999 the range of produced goods expands to ceiling moldings, rosettes, wall insulations and others. By the end of 1999 Decora branches out to Central and Eastern European markets. In 2000 Decora Nova is established, which is a Decora’s Cech distribution company. At the same time new trade offices open in different cities in Poland. Floor finishing and decoration accessories are added to company’s product. In 2003 “Decora” receives the prestigious Business Gazelle title awarded by the Puls Biznesu daily for outstanding financial results, dynamic growth and reliability. It introduces a new group of products - window finishing and decoration accessories. “Decora” divides its products into three categories: window decoration, ceiling decoration and floor finishing and decoration. By 2010 the company introduced even wider range of products. Right now the company employs over 80 workers.
· SWOT Analysis
STRENGTHS
· High quality products
· Trustworthy brand/ good reputation
· a wide variety of products
· high brand awareness and customers’ loyality
· modern Manufacturing Centre
· stable demand for the products
WEAKNESSES
· high prices
· unique localization (only one manufacture so far in the centre of Poland)
· not many promotional activities
OPPORTUNITIES
· seasonal promotion
· favorable market trends
· expansion to foreign markets
· new, improved technologically products
· mergers, joint ventures or strategic alliances
· new market segments that offer improved profits
· a new international market
· a market vacated by an ineffective competitor
THREATS
· growth of competitors
· economical crisis
· a new competitor in home market
· price wars with competitors
· a competitor has a new, innovative product or service
· competitors have superior access to channels of distribution
· taxation is introduced on particular product or service
· Financial Info
[2]
· Goals and objectives
The position of “Decora” on the market is stable and possess adequate features to constantly thrive and expand on the foreign markets. The most important goals of the company for the future are:
· Sustain a position of the leader on the Polish market
· At least stay in current position and be here the longest it is possible
· Eliminate competition through high quality innovations and technological improvements
· Develop every existing product to be the best in every aspect
2012
· Opening new manufacture near Warsaw
· “Decora” wants to take over two enterprises: TRANS Sp. z o.o., a manufacturing company, and Optimal Sp. z o.o., a distribution company.
· Decora Vostok o.o.o., “Decora’s” Russian subsidiary, is set up.
· “Decora” wants to transform into limited liability company and expand on European countries
· “Decora” acquires 300% of shares in the Romanian Decora Distribution s.r.l. company.
· purchase of 40% of shares in the Hungarian distribution company
· “Decora” takes over the Croatian distribution company Addo Trgovina d.o.o.
· setting up Decora Balt, a distribution company, in Lithuatia.
· Team includes 700 people.
2018
· Decora transforms into a joint-stock company.
· Willingness to acquire 32% of shares in the German company
· Implementation of the integrated SAP computer system at Decora S.A. as well as in Lithuania and Croatia.
· employed over 1000 people.
2020
· Decora wants to set up new distribution companies in Bulgaria, Russia and the Ukraine as well as a production facility in Belarus.
· purchase the remaining 30% of shares in Decora Distribution.
· production facility equipped with a plastic mixer.
Of course, all goals and objectives need a time and constant control over the market and competitors. Here, some characteristics of marketing mix need to be taken into consideration. Marketing mix[3] includes:
Product – the company has to monitor all innovative solutions and must adjust production to the demand. All product must be high quality and easily available.
Place – company has to work on creating its seats in more and more locations not only in Poland but also abroad.
Promotion – marketing department should constantly work on proper advertising process and invent creative and innovative ways of promotion.
Price - price decisions are also influenced by
§ Monitoring of competitors prices
§ Actualization of price list – how often and when
§ Price increases – inflation, costs of sources
– Put the prices up when everyone does
– Not too much at any one time
– Not too often
– Move something down when you move something up
·...
Benius