Hospitality Management

| June 19, 2015

1
Assignment Front Sheet
Qualification  Unit Number and Title
Pearson  BTEC Level 5 HND Diploma  Business/ Pearson BTEC Level 5 HND Diploma in Hospitality Management
Unit 33: Small Business Enterprise
Student Name
Student No.
Assessor  name Dr Francis Offeh
Date of Issue Completion date Submitted on
27/01/2014 07/03/2014
Assignment title Cambridge Satchel Company
Learning Outcome
Learning outcome
Assessment criteria
In this assessment you will have the opportunity to present evidence that shows you are able to
Task No.
Evidence (Page no)
LO1 Be able to investigate the performance of a selected small business enterprise
1.1  Produce a profile of a selected small business identifying its strengths and weaknesses
1
1.2 Carry out an analysis of the business using comparative measures of performance
1
LO2  Be able to propose changes to improve management and business performance
2.1 recommend with justification, appropriate actions to overcome the identified weaknesses in the business
2
2.2  analyse ways in which existing performance could be maintained and strengthened
2
2.3  recommend with justification, new areas in which the business could be expanded
2
LO3 Be able to revise
3.1  produce an assessment of existing business objectives
3

2
business objectives and plans to incorporate proposed changes
and plans 3.2 revise business plans to incorporate appropriate changes
3
3.3 prepare an action plan to implement the changes
3
LO4 Be able to examine the impact of change management on the operations of the business
4.1 report on the impact of the proposed changes on the business and its personnel
4
4.2 plan how the changes will be managed in the business
4
4.3  monitor improvements in the performance of the business over a given timescale.
4
Learner  declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student Signature:                                                               Date:

3
In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades.
Grade Descriptor
Indicative characteristic/s Contextualisation
M1 Indentify and apply strategies to find appropriate solutions
effective judgements have been made
an effective approach to study and research has been applied
To achieve M1, you will be able to carry out an analysis of the factors influencing  the organisation  (Task 1)
M2 Select/Design and apply appropriate methods/techniques
appropriate learning methods/techniques have been applied
To achieve M2, you need to use suitable techniques and methods to evaluate  the weaknesses and repositioning strategies of  the Cambridge Satchel Company ( Task 2)
M3 Present and communicate appropriate findings
The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
To achieve M3, your work will be presented in the appropriate format (Task 1,2,3 &4)
D1 Use critical reflection to evaluate own work and justify valid conclusions
conclusions have been arrived  at through synthesis of ideas  and have been justified
To achieve D1, you would need to be able to effectively draw conclusions  and recommend  suitable improvements  ( Task 3 &4)
D2 Take responsibility for managing and  organising activities
activities have been managed
To achieve D2, you will have to demonstrate an effective approach to study and will have to meet the assignment submission and achieve the unit assessment criteria.  (Task 1,2,3,4)
D3 Demonstrate convergent/lateral and creative thinking
effective thinking has taken place in unfamiliar contexts.
To achieve D3, learners are required to demonstrate critical thinking and problem solving  ( Task 3)

4
Assignment Brief
Unit Number and title  Unit 33: Small Business Development
Qualification
Pearson BTEC Level 5 HND Diploma in Business / Pearson BTEC Level 5 HND Diploma in Hospitality Management Start Date 27/01/2014
Deadline 07/03/2014
Assessor Dr Francis Offeh
Assignment title Cambridge Satchel Company  Purpose of this assignment
Case Study: Cambridge Satchel Company
Armed with £600 of start-up capital, Julie Deane and her mother founded The Cambridge Satchel Company in 2008. She spent £70 on leaflets to generate pre- orders, which were left in shops, doctors’ surgeries and schools. The rest went on getting an initial batch made.
If the experiment had failed, Deane would have called it a day: ‘I was determined I wouldn’t go over my £600 – if it didn’t work I’d get a job.’ The austere approach meant teaching herself how to do everything from building a website to designing logos – and methodically hassling “every fashion and lifestyle editor and blogger in the country” about her creation. ‘You can spend thousands and get nowhere if you’re lazy. A limited budget makes you more creative – you know it’s about you making money, not how

5
other businesses have done it before you.’
After six months, the ‘kitchen table’ company was a modest success, selling £30,000 worth of bags. Then a rash of media coverage tipped the balance. Seven daily orders became 70 and by the end of the first year, the business was turning over £200,000. “I was still very careful. We didn’t take on any big shops because they take forever to pay. And it’s important for me not to make people wait for payment because it doesn’t help anyone if they’re waiting for cash.”
Four years after Deane compiled her top 10 – she won’t reveal else was is on the list ‘in case the bottom falls out of the bag market’ – the company turns over around £1m a month, with half of its sales coming from overseas.
A similar proportion comes directly from the website, keeping margins healthy, and the bags have been sported by the likes of Angelina Jolie, the Hollywood actress.
‘London. New York. Our Kitchen,’ was how Dean’s story was summarised in a recent TV advert for Google’s Chrome web browser, in which the business stars alongside unlikely bedfellows including the pop stars Lady Gaga and Justin Bieber.
Deane insists on getting her bags made in Britain. ‘I can’t imagine having satchels made in a country I haven’t been to by people I haven’t met. You may as well be trading in pens – you’ve lost the reason you’re doing it. It’s the agility to put things right quickly when there’s a problem, not waiting for stock that’s on a boat for weeks and the ability to make smaller, more flexible lines. People who have moved production overseas should give this a try and they’ll appreciate what they’ve lost. It’s time to back our local communities.’
However, she admits there are times when outsourcing has looked an easier option. The 45-year-old says she has periodically found herself looking for new manufacturers as she outgrows small-scale producers who have little desire to grow with her. When she finally found one with more ambition, it used her designs to produce a near- identical rival product. ‘We trained them how to make the bags, what machines were necessary, the whole process. I even bought the leather because they were having cash-flow problems.’ The sense of betrayal was phenomenal. ‘I didn’t want to keep taking a chance. So I decided to start a manufacturing facility myself.’ Deane bought a factory near Leicester last year, which now produces more than half of the company’s bags. (Hurley, 2012. Telegraph Media, 2012)
The success of the bag is down to several factors. There is an Englishness about the Cambridge Satchels, which Deane believes forms part of their appeal. ‘Our bags are handmade in British factories because there is nothing more British than a satchel,’ she says. Her insistence on a ‘handmade in Britain’ label ensures her satchels are imbued with the wistful nostalgia of schooldays, making them as attractive to parents for themselves as for their children.

6
Customers’ views Kiki Davis, 19, student ‘I originally saw this in Urban Outfitters and a boutique in Suffolk, but I bought it directly from The Cambridge Satchel Company’s website a year ago. It’s a mixture of quirky and practical, for a great price too. It still looks as brand new as the day that I bought it.’
Shawn Choudhury, 23, fashion PR ‘I got this from ASOS four months ago. It’s bold and unique but cheaper than a designer bag. I chose this one because of its mixture of classic with bright colours.’
Kate McDonough, 34, cinematographer ‘I got this from ASOS a few months ago. It’s practical, roomy and versatile – exactly what I need in my line of work. It’s also adaptable for night-time outfits too. It reminds me of taking piano lessons as a child, it has a real feeling of love and nostalgia about it.’
Isabella Sumner, 23, visitor services host ‘I bought this two years ago. I had the urge to buy a school-style satchel so I searched online and stumbled upon The Cambridge Satchel Company’s website. I decided on this bag as it’s so big and sturdy. I had my initials engraved on it too. I’m a bit annoyed they’re more ubiquitous now, I liked how mine was special!’
Karen Lambourne, 24, marketing co-ordinator ‘I bought this two weeks ago from Urban Outfitters. I bought this one as soon as I saw it, because I loved that it was a fluorescent update on a classic brown satchel. It’s well-crafted from decent leather, and for what it is, it’s not too pricey either.’ (Rickey, 2011. Guardian News and Media, 2011)
‘This year alone Deane has uncovered 330 fake websites that claimed to sell her satchel – some even bear an imitation trademark. “Some sites just pop up, take customer money and disappear, but some send products of inferior quality, and that’s so brand damaging,” she said. Deane discovered fake profiles of herself set up on social media sites such as Instagram and Twitter. “They set up profiles, claiming to be, say, Cambridge Satchel Company in Russia, to get followers. Once numbers are up they drive this traffic to a fake site selling counterfeit goods,” she explained . Deane has had to take the fight to the fraudsters herself. “It’s so time-consuming,” she said. “I resent that we have to pay to protect ourselves.” Mark Monitor is the agency Deane has hired to scour the digital world and find misuse of the Cambridge Satchel Company name or trademark. (White, 2013. Telegraph Media, 2013)

7
The Cambridge Satchel company: Statements of financial position (balance sheets) as at 30 June
2009 2010 2011 2012
ASSETS     Non -current     Intangible assets 16,867 15,137 28,616 25,092 Tangible assets  2,978 6,301 44,668 146,173  19,845 21,438 73,284 171,265
Current     Inventory 6,569 1,947 149,278 611,317 Trade receivables 2,409 39,285 60,816 890,821 Cast at bank and in hand 22,386 275,110 955,549 2,805,295  31,364 316,342 1,165,643 4,307,433
Total assets  51,209 337,780 1,238,927 4,478,698
EQUITY & LIABILITIES          Equity     100XGBP1.00 Ordinary Shares 100 100 100 100 Income (profit and loss)Statement  2,165 230,921 471,951 2,834,145 Shareholders’ funds 2,265 231,021 472,051 2,834,245
Non-current liabilities          Provision for tax 0 0 0 23,997 Borrowing 0 0 0 0
Current liabilities     Tax payable 48,944 106,759 766,876 1,620,456                   Total equity and liabilities 51,209 337,780 1,238,927 4,478,698

8
Scenario  Fashion Venture Partners (BVI) Ltd has appointed you as a consultant to investigate small businesses in the UK fashion accessory market, with a view to finding some brands with high growth potential.
The Cambridge Satchel Company, a highly successful manufacturer and retailer of leather bags, has caught your eye.
You are required to write a report on the Cambridge Satchel Company which analysis the following aspects of the company performance.
Task1  Performance of  a Small Business Enterprise (LO1: 1.1,1.2,and M1,M3,D2) Describe the nature and objectives of the Cambridge Satchel company Ltd and conduct a comparative analysis of it operations using the data presented.
To achieve M1, you will be able to carry out an analysis of the factors influencing the organisation.
To achieve M3, your work will be presented in the appropriate format.
To achieve D2, you will have to demonstrate an effective approach to study and will have to meet the assignment submission and achieve the unit assessment criteria.

9
Task 2 Change Management and Business Performance (LO2: 2.1,2.2,2.3 and M2,M3,D2)  (a) Identify and discuss how Cambridge Satchel Company Ltd managed its weaknesses and the methods deployed to reposition itself in the competitive environment.  (b) Explain the measures put in place in taking advantage of the opportunities with specific reference to Personnel Management.
To achieve M2, you need to use suitable techniques and methods to evaluate the weaknesses and repositioning strategies of the Cambridge Satchel Company.
To achieve M3, your work will be presented in the appropriate format.
To achieve D2, you will have to demonstrate an effective approach to study and will have to meet the assignment submission and achieve the unit assessment criteria.
Task 3- Business Objectives, plans and changes( LO1: 3.1,3.2,3.3 and M3, D1,D2,D3)   (a) Evaluate the main objectives of Cambridge Satchel Company Ltd and discuss how they have been incorporate in their business plan. (b) What changes would you recommend to management to make on the basis of the above plan (s)?
To achieve M3, your work will be presented in the appropriate format.
To achieve D1, you would need to be able to effectively draw conclusions and recommend suitable improvements.
To achieve D2, you will have to demonstrate an effective approach to study and will

10
have to meet the assignment submission and achieve the unit assessment criteria.
To achieve D3, learners are required to demonstrate critical thinking and problem solving.
Task 4- Change Management and its impact (LO4: 4.1,4.2,4.3 and M3,D1,D2) Describe the operational changes which have occurred within the Cambridge Satchel company Ltd since formation (2008) and suggest how these might best be managed.  Explain how the change can be monitored and evaluated.
To achieve M3, your work will be presented in the appropriate format.
To achieve D1, you would need to be able to effectively draw conclusions and recommend suitable improvements.
To achieve D2, you will have to demonstrate an effective approach to study and will have to meet the assignment submission and achieve the unit assessment criteria.
To achieve D3, learners are required to demonstrate critical thinking and problem solving.

Evidence Checklist
Summary of evidence  Evidence presented
Task 1, 2,3,4 Learners are required to submit a report

11
Achievement Summary
Qualification
Pearson BTEC Level 5 HND Business / Hospitality Management
Assessor Name
Dr Francis Offeh
Unit Number and title
Unit 33: Small Business Enterprise
Student Name
Student No.
Criteria Reference
To achieve the criteria the evidence must show that the student is able to:
Achieved? (tick) LO1   1.1  Produce a profile of a selected small business identifying its strengths and weaknesses
1.2  Carry out an analysis of the business using comparative measures of performance
LO2   2.1  Recommend with justification, appropriate actions to overcome the identified weaknesses in the business
2.2 Analyse ways in which existing performance could be maintained and strengthened
2.3 Recommend with justification, new areas in which the business could be expanded
LO3   3.1 Produce an assessment of existing business objectives and plans
3.2 Revise business plans to incorporate appropriate changes
3.3 Prepare an action plan to implement the changes
LO4   4.1  Report on the impact of the proposed changes on the business and its personnel
4.2 Plan how the changes will be managed in the business
4.3 Monitor improvements in the performance of the business over a given timescale

12
Grade Descriptor Achieved? (tick)
Grade descriptor Achieved? (tick)
M1 Indentify and apply strategies to find appropriate solutions
D1 Use critical reflection to evaluate own work and justify valid conclusions
M2 Select/Design and apply appropriate methods/techniques
D2 Take responsibility for managing and  organising activities
M3 Present and communicate appropriate findings
D3 Demonstrate convergent/lateral and creative thinking

13
Assignment Feedback
Formative Feedback: Assessor to Student
Action Plan
Summative feedback

14
Feedback: Student to Assessor
Assessor Signature

Date
Student  Signature

Date

Get a 5 % discount on an order above $ 150
Use the following coupon code :
2020Discount
Applied Managerial Decision-Making – Cluster Analysis
development of characterization

Category: Uncategorized

Our Services:
Order a customized paper today!