Case study: GreenCycle expansion an expanding business

Company background: 

Founded in 1985 a family-owned business, Green Cycle is a small eco-friendly products company operating in the office supplies industry within the eco-friendly products segment offering reusable bags. The business is looking for opportunities to grow and launch fresh offerings in a market where competition from a few dominating players is strong. The industry is forecast to grow year on year from 2023 - 2028 by 2.5%.

Greencycle offers reusable bags, beeswax wraps, and refillable water bottles. The business has an annual turnover of £250,000, a 5000 loyal customer base, an online presence, basic website, social media (10,000 followers) and a distribution network of local retailers (10 stores) with online sales.

Objective: 

Develop a strategic plan for Green Cycles' expansion. The plan should address the following.    

1. Increase sales, enhance customer experience and improve operational efficiency. The plan should address the following: 

2. Market analysis (Target audience competitors)

3. Product line expansion/optimisation.

4. Marketing strategy (online/offline)

5. Operational scalability (supply chain, logistics)

6. Financial projections (revenue, expenses, break-even point)

Instructions: 

1. Research Greencycle's current market and industry trends 

2. Analyse strengths, weaknesses, opportunities and threats. Provide recommendations for two to three product lines, marketing strategy, operational improvements and financial projections (3-year forecast).

To answer this case study, a consultant may start by researching GreenCycle's current market to identify industry trends. A probable solution could be a growth strategy. A growth strategy is a strategy by which an organisation aims to develop and expand its business and improve its profitability. Traditional growth strategies include market penetration, product development, market penetration and diversification.