Business studies coursework - On the next page, there is a table of Safeways profit and loss accounts:

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“For a business to be successful, it has to achieve its aims and objectives it set for itself”

Introduction

There are 4 types of businesses: a sole trader, a partnership, a private limited company (Ltd) and a public limited company (plc). It is very hard to know the success of a private limited company because only the:

  1. Owner
  2. Auditor
  3. Inland Revenue/Customs and Excise
  4. Registrar of companies

know the company’s accounts and success. For example, Milcars Ltd. on Finchley Road are a private limited company. We don’t know how successful they are. We can to a certain degree by visiting the shop and viewing:

  1. Whether they increase their staff,
  2. If the store is stocking more products,
  3. If you see people come out the shop/store having bought or just if there are many customers in the shop/store,
  4. If they open more branches or take over rivals or other companies.

An example of a partnership would be Barnard’s opticians. They work on Finchley Road and also Top Value on Finchley Road. An example of a sole trader could be Paper Plus on Golders Green Road. I have gone into my local ‘corner shop’ on Golders Green Road and have noticed that they have started stocking new products. I can see that they are doing quite well.

A public limited company (plc) is easier to monitor. They are legally required to publish their reports and accounts for not just tax authorities but also for its shareholders and potential investors (anyone who wants them). It is for this reason that I have chosen to measure the success of a public limited company and I have chosen Safeway plc. I have their Annual Reports & Accounts 2003 to help me

The success of a business can be measured in many ways. I will be attempting to measure the success of Safeway in the following ways:

  1. Business aims and objectives
  2. Business Size
  3. Business Ratios
  4. Business Targets

Business aims and objectives

Any company would obviously aim to maximise their profit, reduce costs, improve their market share, and improve their reputation so that more customers will be loyal and satisfied. In Safeways ‘Annual Report & Accounts 2003’, the chairman – David Webster writes:

“Last year was one of mixed fortunes. Our first half performance was solid, with profit growth of 4% before tax and exceptional items, achieved in a very competitive marketplace…However the announcement in early January of out proposed merger with Morrisons and the subsequent expressions of interest in Safeway from other parties, together with the resulting process of scrutiny by the Office of Fair Trading and now the Competition Commision, created an uncertain environment for our customers, staff and suppliers. We took appropriate management action to limit the effect of these events on our short-term profitability, but our results for the second half and for the year as a whole were affected, despite the continuing support of many of our supplies who are understandably concerned about the future ownership of the Company. As a result, profit before tax and exceptional items was 6% lower at £335million. Given the disruptive effect of recent events we are pleased with this outcome.”

This shows that even though their profit dropped by 6%, they are still happy. I think that they have met most of their aims and objectives as their first half profits rose by 4% and he is pleased. He also mentions that other rivals are interested in taking over Safeway. When he mentions that there is a ‘very competitive marketplace’, that is because their rivals probably lowered their prices which means that Safeway would have been forced to lower their prices.

He also makes a note of their future trading:

“We are targeting an overall stable trading performance going forward. Like-for-like sales growth, adjusted for the different timing of Easter this year, was 0.8% in the first 6 weeks (2.8% growth unadjusted). We expect sales growth to slow during the remainder of the first quarter as we annualise on the second- generation megastore openings and the World Cup and Jubilee events last summer.”

This hints that they will invest money into more branches and superstores.

He also mentions about their strategies and future strategies:

“Scale is an important determination of success in food retailing. However, it is not the only driver of improving performance.  Safeway does not have the scale, the resources or the brand strength enjoyed by our larger competitors and yet under Carlos’ leadership we have over the past three years managed to grow sales by 14% and profit by 37%, without these advantages through our focus on area in which scale does not play a role: promotions, fresh foods, customer service and product availability.

Safeway is a national grocer, with a national grocer’s overheads, but our average sales density and turnover are lower than our major competitors and we have limited scope to drive sales by cutting our prices. Since 1999 we have successfully pursued a strategy aimed at minimising these structural disadvantages. By focusing on price promotions, fresh foods and product innovation, customer service, product availability and new store formats, we have achieved strong rates of sales growth and profit recovery.”

The chief executive – Carlos Criado-Perez talks about the stores opened this year:

“We opened four second-generation megastores in May and June 2002, which built on the experience we gained with the prototype store at Plymstock, and created over 800 new jobs…At the other end of the scale, we have developed our convenience format and opened our first two ‘City’ stores, in Glasgow and Edinburgh, during February… We have also opened seven more convenience stores on BP forecourts since the beginning of last year, taking the total to 58 and creating around 250 new jobs.”

This proves that they are expanding around the country and also in Scotland.

On the next page, there is a table of Safeway’s profit and loss accounts:

Sales grew by 1.3% in the year to £9,517 million. Gross profit rose by 0.2% from £1,828.5 million to £1,832.3 million. The Net Profit fell by 20% from £416.5 million to £347 million. The losses are due to fewer and fewer loyal customers, more costs and bad sales.

Turnover

                                     2002                2003

                                  £8,560.0m       £8,638.7m

    £8,638.7m

    £8,560.0m

    £78.7m

     £78.7m                100           £7870m                0.9%

     £8,638.7m             1             £8,638.7m

Gross profit:             2002               2003

                               £1,828.5m        £1,832.3m

      £1832.3m

      £1828.5m

      £3.8m                              

£3.8m                 100            £380                0.2 %

£1,832.3m            1              £1,832.3m

Net Profit                2002               2003

                               £416.5m         £347.0m

      £347.0m

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      £416.5m

      -£69.5m

-£69.5m          100           -20%

 £347.0m          1

Also, there is a table of Sainsbury’s profit and loss account on the following page:

Turnover rose by 1.54% from £17,162m to £17430m. Gross Profit was up by 9.63% from £1257m to £1391m. Net Profit was up by 7.27% from £625m to £674m.

Turnover                              2002                   2003

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