Chapter 11 - Growth and exit strategies Flashcards
Emotional attachment
Emotional attachment to and involvement with a business can be defined as entrepreneurs’ unconditional love for their own businesses, which derive from their continuous involvement in carrying out the operations. While practical decision-making is critical to running a successful business, it is equally important that entrepreneurs develop an emotional attachment to their businesses. This improves entrepreneurs’ levels of commitment and involvement to securing maximum benefits fortheir businesses, ratherthan forthemselves (Floyd, 2005).
In addition to business owners, employees also develop an emotional attachment to their organisations. This inspires them to work with passion and to feel a profound connection with their workplaces. Those employees who are
emotionally attached help organisations to move forward by having a positive impact on aspects of the business such as the product, customer service, costs in their jobs, and quality and productivity of business operations. Being attached also makes it possible for staff to recommend it to others. Staff are also more likely to commit their time and efforts for helping the organisation succeed in the long term. This shows that employees are not only motivated by extrinsic factors but also by intrinsic factors, such as personal growth, being a part of a larger process, and working for a common purpose.
Business cycle
The business cycle may be defined as the economy-wide fluctuations in production and other economic activities which occur over several years and
months of a long-term growth trend. The cycle characteristically involves shifts at times occurring between periods of fast economic growth, economic decline and economic stagnation. In the measurement of business cycles, the growth rate is measured in terms of real gross domestic product (Nemethy, 2011).
Another characteristic of business cycles is that they do not necessarily follow the predictable periodic pattern and are based purely on fluctuations in economy.
Trends
There are a number of economic theories available in literature explaining the fluctuations in aggregate economic activity. Some of them are explained here.
The business or economic cycle have short-term fluctuations, as well as a long-term trend. The long-term trend as indicated in Figure 11.1 is a growth trend, but
can also be a decline trend. A series of recessions and recovery cycles will result in the long-term trend. A recession is when the economy is in decline over the
shorter term. A recession is therefore when the economy is in decline for a consecutive period of time
Trends continued
A major indicator for these cycles is the gross domestic product (GDP) of the country. It is important to note that each industry can have its own indicator, and
that certain industries will do well during recessions, and others will do poorer. When the economy enters the trough period, or a turning point, it will show the
first signs of a slowing in the pace of the recession, and it enters the recovery phase. The recovery phase is when most businesses prosper in the economy, as
consumers have extra money to spend and they purchase all kinds of luxury goods, or goods they were not able to purchase during the recession
Trends continued
The economy enters a peak period as soon as the recovery phase slow-down and is known for slow and insignificant economic growth. After the peak period,
the economy can enter a recession and repeat the cycle. Should the peaks and the troughs be at higher levels each time, the long-term economic trend will be
growth. It is important to understand that not all economies are growing, as some economies are declining.
Exogenous and endogenous
In mainstream economics, there is debate over the extent to which external or exogenous factors versus internal or endogenous factors are the cause of
economic cycles. They may further be classified into supply-side and demand-side explanations. Supply-side explanations argue that ‘supply creates its own demand’ while demand-side explanations states that effective demand can fall short of supply, thereby leading to recessions or depressions in the economy.
Keynesian economics
In business terms, Keynesian economics expresses fluctuations in aggregate demand. Such fluctuations cause the economy to come at short-run equilibriums
at such levels which are different from full employment rates of output. It involves the interaction between the Keynesian multipliers and accelerators that gives rise
to the cyclical shocks. Thus, the amplitude of variations in the economic output depends upon the amount of investment representing the level of aggregate
output (or multiplier) and is determined by the aggregate demand (or accelerator).
Credit-debt cycle
This is an alternative theory which states that the primary cause of business cycles is credit cycles. This can be explained further as follows: a net increase in private credit causes economic expansion while a net decrease in these components causes recession. Every business, whether small or big, has a vision of expansion. It is important to plan and shape effective strategies and policies that can help in growth. In this
context, growth means the increase of profitability.
In order to grow, a company needs a well-organised plan or strategy to increase profits, its company size, its production and its assets within the market and
within the available resources. Competition in the market is increasing on a daily basis so companies need to earn more profit so that they can expand efficiently (Pech & Stamboulidis, 2010). They also need to increase their size in order to take on more business and fulfil market demands on time. There are three key growth strategies that entrepreneurs can consider. These growth strategies are the following:
Intensive growth strategy
Diversification growth strategy
Integrative growth strategy.
Advantages of starting a business during trends
There are several advantages to starting a business during a recession as well as during the recovery phases. Even though it may be more difficult to start a
business during a time of recession, it may be less risky, as the entrepreneur will scale the business in sync with the business cycle and build systems during a volatile or difficult time which will be leveraged during the upcoming recovery period. Starting a business during the recovery period of the business cycle may result in a flourishing business, but the entrepreneur needs to be careful not to over-capitalise the business, or to grow too quickly, as during the next recession, the owner will need to scale down operations whilst demands diminish.
Intensive growth strategy (IGS)
Using this technique, a company undergoes significant expansion. This applies across all the following areas: scales of operations, production and employees.
This method involves a variety of products that are manufactured on a large scale, as well as the marketing for sale of these products.
Market penetration
During this strategy companies penetrate deeply into the market in order to increase sales of the current product in the existing market. This is done by
aggressive distribution and promotion of product and brand. The company increases market shares and makes its product available to customers on a large
scale to develop its market. The major challenge with using this strategy is that a large amount of capital has to be spent on promotional advertisement.
Market development
This strategy aims to increase the volume of sales of the existing product in new markets. This can be done in a number of ways. For instance, the business can
change the name of its product so that it is compatible with the culture of the new market or even change the product’s packaging so that it is more attractive and arouses curiosity about the product. An example of this is how Media24 translated Huisgenoot into English and published it as You to reach a broader market.
Product development
This strategy suggests that the business can be grown if an improved product of the same type is developed for the existing market. The business can either
replace the existing product or sell it in addition to the new one. For example, Microsoft sells Windows 7 Professional in addition to its new product, Windows 7
Ultimate, which is more advanced. Another example is banks that sell cheque accounts and label them Silver, Gold and Platinum, along with value-added
services for different levels.
Diversification
Diversification is applied where the company launches both new products and services. This is a risky strategy, since the business moves into markets in which it has little or no experience. The major challenge of this strategy is making the decision either to replace or continue the current product based on whether this would impact that company’s market.
Diversification growth strategies
This strategy can be adopted when it is confirmed that a company cannot grow any further in the existing market through its present product. Within this
strategy, there are three options for diversification:
Concentric
Horizontal
Conglomerate.
The success story of Michael Eilertsen in this chapter is a great example of how diversification helped the business grow. A well-known example is Woolworths,
which had expanded from only offering clothing to expanding into the food sector.
Concentric diversification
The foundation of this strategy is research and study of the market. Concentric diversification takes advantage of new opportunities using the platform of the
current business to provide machinery and technology to manufacture the new products and within the context of a familiar market. The company thus begins
producing new products, but existing production is still considered the core business. For example, Just Letting was a company involved in renting out
properties only. It then developed into the Just Group, which also sells properties.
Horizontal diversification
This kind of diversification also includes research into new opportunities for growing the business in a familiar market. However, it differs from concentric
diversification in that the diversification requires new technology that is different from existing technology used by the business. While the products use new
technology, the company can use its existing distribution and supply network to get the products to market. This strategy works well when new products are made to be used with the main product that the company produces. An example is that of Apple, initially an IT hardware company, that later started manufacturing software such as games and
operating systems which were compatible specifically with Apple hardware.
Conglomerate diversification
Conglomerate diversification involves development of a new product that is not technologically connected with the existing manufacturing technology. As a
result, the company has to invest in purchasing technology to develop this product and the product makes use of a new market. However, this technique is not simple, it is complex. It is dependent on many factors, such as the availability of essential resources, market seasonality and the competency of personnel. This type of diversification is often seen in the case of mergers between two different companies.
Integrative growth strategy
This strategy is used in the instance where a company has a strong base of business, but is unable to use the strategy of growth. At the same time, integrating
growth does not conflict with their long-term objectives. The company practices integrated growth both by acquisition of the other property and by internal extension, altering the position of the company within a branch.
Backward integration
A company can integrate elements of other businesses that supply the raw materials it needs to produce its goods. In this way, the company can secure a
continuous supply of raw materials. An example is the acquisition of a textile factory by a ready-made garments manufacturing company.
Forward integration
A company that uses this strategy may integrate its distribution channel as part of the company. This gives the company full control over distribution of its product.
For example, a ready-made garment manufacturer could take over retail shops in orderto ensure its garments are reaching an established market.
Horizontal market
In this case, units of different companies manufacturing similar products are merged. This means competitive firms are brought together to have a single
management and ownership with a common name. An example is the supermarket Shoprite/Checkers.
Risk of growth
Just as growth is a positive sign of a company, there are also risks associated with it. As a company grows, it enters different environments with new challenges.
Three typical risks are those associated with new businesses, competition and strain to the current operation.
Risk of a new business
Growth requires a heavy investment in raw material, employees, assets and technology. Investment such as this uses time, money and space. Investment must
be made ahead of revenue being received from the new growth strategy. Many companies end up draining their cash reserves to fund new growth.
Risk of competition
The environment in which the new business is established is often very different to that which the business already knows. The company will be surrounded by existing competitors, sometimes including established, large companies that are
used to the new environment. This challenges the new business to get up to speed quickly.
Risk of strain to current operation
Growth can cause challenges within the company on a number of different levels: staff need time to adjust to changes, and systems of controls, management and
procedures often need to be overhauled. Retaining high quality during a growth period is challenging, as is dealing with an increase in customer relationships and
diminished brand perception.