Peter Wilson, Sue Bates – The Essential Guide To Managing Small Business Growth

Author: Peter Wilson, Sue Bates

• Trading books are a form of accounting ledger that contains records of all tradeable financial assets of a bank.
• Trading books are subject to gains and losses that affect the financial institution directly.
• Losses in a bank’s trading book can have a cascading effect on the global economy, such as those that occurred during the 2008 financial crisis.

The Essential Guide To Managing Small Business Growth

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Description

A cliche it may be but we are living in ever more turbulent times. Business decision-making has become more challenging and unpredictable than ever: we see unforeseen and often cataclysmic changes in consumer demand, both at home and in export markets; customers continue to demand more, more quickly and for less; new laws and regulations abound; competitors steal loyal customers; and, increasingly, the advice that once could be found from a ‘Small Business Adviser’ has been replaced by a call centre.
Can be used as a continuous read or a source of ides for dealing with the day-to-day problems of running and growing a small business
Based on the practical experience of the authors with examples taken from consulting practice

Table of Contents

Foreword.

Preface.

1. Managing Business Growth.

Making the transition.

The relevance of management theory to growing business.

Managing effectively and efficiently.

Setting realistic goals.

Synopsis of the book.

2. Making Sense of Strategy.

Strategic issues: Setting the scene.

The Titanic: A salutary lesson in strategy.

Review of current performance.

Analysing competitive forces.

Market segmentation: Defining customer behaviour.

Strategic marketing analysis.

Distinctive competence.

Hygiene factors.

Defining core competences.

Completing the strategic review: SWOT analysis.

Setting strategy.

Phase 1: setting out the options.

Phase 2: evaluating the options.

The chosen strategy.

Stretching your organization.

Organic growth vs merger or acquisition .

3. Marketing for Profit.

Customer behaviour.

Market segmentation.

Profiling the custoner.

Competitor analysis and distinctive competence.

Market positioning.

The marketing mix.

Products and product differentiation.

Pricing.

Place: channels of distribution.

Promotion: communicating the offer.

People: organizing the marketing function.

People: key skills, knowledge and qualities.

Relationship marketing.

Customer relationship management (CRM).

Customer feedback.

Market research.

The marketing plan.

Postscript: action on ABCO’s marketing problems .

Author Information

Peter Wilson worked in manufacturing and retail management then joined the teaching faculty of the London Business School. He founded The Enterprise Partnership in 1983 to offer management development and consultancy services to SMEs. He has previously written books for the small business market.

Sue Bates worked in advertising and was marketing director for an International cosmetics company before joining London Business School. She is a management psychologist and lectures and consults in organizational development for SMEs, communications, management processes and leadership development.

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