Strategic Business Plan Based on Total Quality Management for Property-Marketing Small Enterprises in UK

Strategic Business Plan Based on Total Quality Management for Property-Marketing Small Enterprises in UK

M. Reza Abdi (Bradford University, UK), Lee Elliot (Bradford University, UK) and Farideh Delavari Edalat (Bradford University, UK)
DOI: 10.4018/978-1-4666-8798-1.ch021
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Abstract

The chapter investigates the property marketing enterprises in northern England, UK, through examination of the Macro/Micro environments and using standard evaluation of the Strengths, Weaknesses, Opportunities and Threat (SWOT)factors and the Political, Economic, Social and Technological, Environmental (ecological) and Legal (PESTEL) factors, and five forces analyses in order to explore the enterprise's standing within the market place. The PESTEL analysis provides a ‘Big Picture' of the environments in which the small enterprises operate along with identifying key strategic opportunities and threats. Insights gained here will allow entrepreneurs to take advantage of the opportunities and minimise the threats. The research methodology is examined through a real case study in a small enterprise company called Property-Marketing Company based in the UK. The findings show that the small firm seem to be in a strong sustainable position within the regional property marketing segment, and have the potential to expand. The findings also reveal that the entrepreneur's goals are reasonably well established whereas they currently suffer from the lack of a strategic plan to achieve their goals. The project aims to provide a strategic business plan for the company under study with an effective process flow in order to maximise available time, and a strategic plan of how to grow the business.
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Background

Total Quality Management (TQM) is a philosophy or an approach to management; characterized by principles, practices and techniques to obtain organization total commitment to the customers, people in organizations and continuous improvements of every process (Dean and Bowen, 1994).

Researchers on quality have strongly emphasized on continuous improvement of products and processes and have set a broad set of tools and organizational mechanisms for the purpose. Deming, Ishikawa, and Juran share the view that an organization's primary purpose is to stay in business, so that it can maintain the stability of the community, generate products and services that are beneficial to customers, and provide an environment for the satisfaction and growth of organization members (Juran, 1998; Ishikawa, 1985; Deming, 1986)

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