Comfort Home

Topics: Management, Strategic management, Marketing Pages: 11 (3533 words) Published: July 23, 2013
2013

Assignment2

Case Study – Comfort Homes
This study is set to discuss the case of Comfort Homes from chapter 7 of Mazzarol (2011) book which focused on planning and strategy in entrepreneurial venture. The case study analysis will address the questions and demonstrating of concepts taught in the unit to the case as a business solution or lessons. James, the owner manager of Comfort Homes, turned his business into a multi-million dollar success story. Although by time, it was not enough for him as he faced bigger managerial problems. Planning, segmentation, and leadership are some of the difficulties James are facing.

Razan Mohammed Al-Mazroo G136040 7/5/2013

Assignment 2– Comfort Homes

Executive Summary:
The possession of formal business planning is key drivers to the development of a successful business venture. However, the adoption of a plan is not a guarantee of success or failure due to rapid and unpredictable changes that occurs in the current market and dynamic economy. This study is set to discuss the case of Comfort Homes from chapter 7 of Mazzarol (2011) book which focused on planning and strategy in entrepreneurial venture. The case study analysis will address the questions and demonstrating of concepts taught in the unit to the case as a business solution or lessons. James, the owner manager of Comfort Homes, turned his business into a multi-million dollar success story. Although by time, it was not enough for him as he faced bigger managerial problems. Planning, segmentation, and leadership are some of the difficulties James are facing. The paper is organized into five main sections including this summary section. The second section includes introduction and key characters presented in the case. Section 3 lists the main barriers and challenges to his venture. Section 4 discusses the practical and theoretical framework for the study, collection and analysis of the data. Followed by the recommendations and conclusion in the final section.

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Assignment 2– Comfort Homes

Introduction and key characters:
James, a former building supervisor turned owner-manager of his small business firm that builds steel-framed transportable homes named by “Comfort Homes”. The business was trading at a loss when he first bought it; he found it a great enterprising opportunity and purchases it with a fair price, due to the poor trading performance done by its previous owners. He paid only for plant and equipment and nothing for goodwill, the client list or intellectual property. James was able to control overheads cost, by setting a low-overhead business, avoid debts by paying rents on time, emphasize on quality control, differentiate his products and acquire a competitive advantage. Those factors assist him to effectively manage the business and eventually turn it into a successful venture that becomes a pioneer in the building industry. James characterized as smart, silent type, moderate risk, focused, and obsessed with details, but his quiet confidence and straight talk have won him respect from customers, employees and suppliers alike. He used to be a former building supervisor before he establishes his own firm. He is lack of past marketing and human resources knowledge and experience but good in financial management. He is a narrow- manager with no management skills, who finds it difficult to delegate, instead he likes to be in control and do the job himself. He is precise to deliver quality products against national benchmarks of quality. James workmate Kevin becomes a long term employee in the company. He was underestimating the company ability to success in the future based on his perception of James lack of required personality, management, and marketing experience. He faced lack of autonomy during his employment as his knowledge and skills has not been utilized to its full potential.

First glance of problems and challenges:
The limitation of James personality and approaches that are found...
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