Investigation+NAB



You are required to investigate a business and produce a report. It should be presented as a business report with clear section headings and should include the following.

1 An introduction stating the name of the organisation and what particular aspects you have investigated. - you will be able to add to this as you go.

2 A description of the background of the business which explains its internal organisation, markets and objectives. - be clear when you are discussing this - subheadings?

3 An analysis of the decision making process in the organisation, including discussion of who makes decisions and how they are made.

4 An analysis of the strengths, weaknesses, opportunities and threats (SWOT) of the business with respect to its current situation and its external environment.

5 A description of the main stakeholders in the business and an analysis of the extent of their involvement and influence.

**A report into the day to day operations and decision making of McCaskie Farm Supplies Ltd including an analysis of the competition and of the strengths, weaknesses, opportunities and threats of the organisation ** 

 Alex McCaskie Farm Supplies was founded in 1957 by William Rettie and operated out of the back of a local pharmacist, Alex McCaskie. It was from this original location that the company’s name was created and has remained for the last 50 years, changing briefly to an abbreviated version; MFS.
 * __The Company__**

Alot has changed in the last 50 years. McCaskie Farm Supplies now runs four branches across Scotland in Stirling, Ayr, Lanark and Fossoway as well as a team of Sales Representatives who visit existing customers as well as prospective customers personally. A fleet of four lorries and numerous vans deliver products free of charge as far south as the Scottish Borders. This way of operating helps the organisation to meet their objective of delivering a high quality and personal service their customers whilst continuing to move forward as a business. The firm operates using a very flat organisational structure that can be seen in figure 1.1. The managing director Andrew Rettie, who is the son of the founder, sits at the top with a number of managers beneath him for every aspect of the business from administration to the delivery of goods. Departments are structured in a traditional way with a manager overseeing each. Each branch of McCaskie has a manager responsible for the day tot day operational activity of the branch. There is a Chief Agricultural Engineer who takes charge of all engineers and installation and maintenance of farming machinery that McCaskie provide. Two senior sales representatives head up a team of sales staff who visit farms with prototypes of new and existing products to takes orders, these sales representatives are also responsible for selling the machinery maintained by the engineers and are based at various branches. The delivery of products and organisation of the central and branch warehouses is the responsibility of a single manager who is supported by a team of workers. These departments are supported by an administration team based at the head office in Stirling.
 * //Internal Organisation //**

It is very evident in McCaskie Farm Supplies that inter-departmental working is vital to the success of the business. No single department can operate easily without another. This is shown through a simple example; if an order is placed by a customer as a result of a sales visit, a member of the administration team must process it and pass it on to warehouse staff. Warehouse staff then picks the order and load it into delivery vehicles. Delivery drivers take it to the customer who started the chain of cross department working in the first place. If a smaller quantity is then wanted by the customer then the process remains the same but with orders going directly to staff at a branch who can deliver using a smaller vehicle. The main market of the company is the agricultural industry, more specifically owners of livestock. This is a wide and diverse market, particularly in Scotland with a number of farms growing crops to rearing cattle and sheep. These farms in addition to the large dairies run by companies such as Wiseman’s and Grahams form the majority of the firm’s clientele. Scotland is the ideal market for a farm supply business to operate. Known worldwide for the quality for farming the nation is home to a large and varying concentration of farms. Scotland is also home to a dedicated Agricultural College which trains perspective farmers in both the practical and business side of farming. McCaskie Farm Supplies targets this market primarily and consider Scotland’s agricultural industry their target market. The firm stocks all a farmer could possible need from fencing to feeding and wellies to milking robots and everything in between. In order to provide a full service to this large and diverse market the company also provides free delivery of orders and a full support engineer service in the event of emergency failures of equipment. However the managing director ensures he is not tapping into only one market. McCaskie also stocks small animal feeds and accessories to entice pet owners. In addition the firm is popular with horse owners and stocks an extensive equine care line. In order to fully enter this market McCaskie recently launched an online venture, PetSenseDirect.co.uk, which stocks a massive range of small animal and horse products. This has allowed McCaskie to enter similar markets Europe-wide and receives orders through this website from the entire UK as well as France and Malta.
 * //Target Markets //**

The main objective of McCaskie Farm Supplies is to provide a high quality of service whilst always moving forward as a business. This can be simplified into the traditional objectives of growth, survival and customer satisfaction. The firm has grown extensively over its 50 years of trading. Forming in the back of a pharmacy to gradually moving to bigger premises McCaskie has never remained motionless as an organisation. Whilst always improving their head office space McCaskie also looked to opening new branches across Scotland in order to grow. There are currently branches in Ayr, Fossoway and the most recent expansion in Lanark. In addition to this McCaskie had a small shop at the United Auction Agricultural Centre by Stirling until the centre’s recent relocation. In order to survive as an organisation McCaskie has always developed fresh ideas. The most recent of these is an internet based pet supplies shop. Other developments however include a recent rebranding which gave the company’s corporate style a fresh look as well as a programme of refurbishment for the retail shops. Steps are currently being made towards a permanent internet presence including the possibility of online ordering for the customer’s convenience. These are clear developments being made by McCaskie in order to survive in an ever changing environment.
 * //Objectives //**



At McCaskie Farm Supplies every effort is made to enhance customer satisfaction. Customers are offered every convenience from telephone ordering to free delivery. In addition to this McCaskie offers a team of Agricultural Engineers for installation of machinery and for emergency call outs. Also the firm is member of the Downland Group, an elite group of Animal Health Distributors, McCaskie can guarantee prices that few other competitors can for high quality products. These are steps taken by McCaskie to ensure complete customer satisfaction and allow the firm to develop relationships with customers.

Figure 1.1


 * __Decision Making __**

· Does not rely on just one target market · Serves effectively all areas of markets <span style="color: #00b050; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Managing Director is very involved in the day to day running of the business and has good rapport management and staff <span style="color: #00b050; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Member of Downland Marketing Group || **<span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Weaknesses ** <span style="color: #c00000; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">No corporate web presence <span style="color: #c00000; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;"> || <span style="color: #00b050; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Possibility of web based sales service for McCaskie <span style="color: #00b050; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Expansion into ‘vacant territory’ in Northern Scotland <span style="color: #00b050; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Opening of smaller pet supply only stores using the same distribution chain that already exists <span style="font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;"> || **<span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Threats ** <span style="color: #c00000; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Competitors in both pet supplies and agricultural supplies markets <span style="color: #c00000; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Decline in agriculture – farmer could once earn £30000 (1994) but now can expect £13000 on average. <span style="color: #c00000; font-family: Symbol; mso-bidi-font-family: Symbol; mso-bidi-font-size: 22.0pt; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msobidifontsize: 22.0pt; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: #c00000; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Diseases such as foot and mouth are a constant threat to the farming world and its suppliers surfacing in 2001 and 2007 || McCaskie Farm Supplies does not simply depend one market but instead try to find a holding in various different ones. Although mainly targeting farm owners and owners of livestock the firm has made every effort to pull in customers from other markets including pet owners. This is a key strength as it means focus is not placed on one market which cold result in loses should that market fail. McCaskie serves all of these markets well allowing customers to make use of customer accounts, free delivery and telephone ordering. Another key strength is that of the Managing Director, Andrew Rettie. He is involved in every aspect of the business and is the drive behind the company’s expansion and diversifications. He knows all of his staff well and gets good results and also has the same relationship with customers often personally going out on sales calls to reassure customers who are spending large amounts of capital. A final strength is that McCaskie is a member of the Downland Farming Group which is an elite consortium of around 30 animal health providers. This group seek the best possible products and make them available from the 30 franchised member businesses. This allowed McCaskie to provide top quality products that are not available from other retailers.
 * __<span style="font-family: Calibri; font-size: 14pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">SWOT Analysis __**
 * **<span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Strengths **
 * **<span style="color: #00b050; font-family: Calibri; mso-bidi-font-family: Arial; mso-bidi-font-size: 22.0pt; msobidifontfamily: Arial; msobidifontsize: 22.0pt;">Opportunity **
 * //<span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-size: 11.0pt; msobidifontsize: 11.0pt;">Strengths //**

<span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;">McCaskie Farm Supplies, although operating a sister internet based company, has no corporate web presence. This raises some issues. Many people in the modern world when looking for a particular type of business will use search engines such as ‘Google’. Prospective customers would enter ‘farm supplies’ or similar and search the results. Without any website to appear in these results McCaskie are losing these customers, despite the fact they are a leader in their market. This also creates problems for people who know of the business but may be looking to contact the office. For example a website can have pages for each department e.g. sales people could directly phone the Warehouse Manager if the number was provided in an online directory. The same could be done for possible marketing opportunities. Overall a website is a vital tool needed in modern business to secure customers who are computer savvy and no longer use yellow pages and to ease day to day business. McCaskie are lacking a web presence and this is one of only a few weaknesses. <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;">**// Opportunity //** <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;">              <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: Calibri; font-size: 11pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-GB;"> The opportunities that McCaskie Farm Supplies have available to them now involve expansion as business. One opportunity is to create an online sales service using a McCaskie.co.uk website. This would allow customers to order products on the internet as opposed to the current method of phone orders. This would allow greater ease for both customer and company. Customers could order at anytime of the day and not just during company opening hours (8am-5pm). Ordering during the day could be difficult for a busy customer who works or a farmer who is occupied by his business. Orders could be made at night and picked up by staff the next morning. Customers would also have the added advantage of seeing what they have ordered. The firm would benefit as orders can be printed out in a standard form and sent or even emailed down to warehouse staff. This would reduce the company’s carbon footprint slightly and reduce costs as a result of no longer having to purchase order books. Also through a website; customers in other regions may be reached, although this could incur additional costs for delivery. Finally this would address the weakness of McCaskie not having a corporate web presence. Other opportunities arise where in terms of geographical expansion. There is noted ‘vacant territory’ for farm supply companies in the North of Scotland which may warrant the opening of a McCaskie Branch. Similarly a new auction mart recently opened in Stirling which attracts farmers from all over
 * // <span style="font-family: Arial,Helvetica,sans-serif;">Weaknesses   //**
 * // Threat //**