Title:
A Case Study the Entrepreneur behind the Company and the Company behind the Entrepreneur

Assignment 1
Introduction to Enterprise and Entrepreneurship
Tutor: Stringer D
By: Arun Sehgal

Contents Company 3 Behaviour Type 3 Struggles And Overcame 3 Business Description 3 Company Culture 4 Conclusion 4 Appendix 5 Reflection 5 Harvard Referencing 6 CORP 1521 ASSIGNMENT 1 Criteria 7 ANY COMMENTS 7

Company
Tony Deep, Entrepreneur and Founder of East Ends foods Plc. Which is a leading Asian food specialist, which produces fine chilli, paprika and other spice blends. That has virtually no pesticides within their products. East Ends supplies “Over 80% of Asian independents stock East End's range as well as all the major UK multiples.”(eastendfood.co.uk, tab – Our Profile) they have had this experience for more than 35 years, within the Asian market to gain this much acknowledgement.
Behaviour Type
Tony Deep seems to have an Inventor –researcher approach to his entrepreneurship behaviour, as he “may or may not have the practical skills to turn creativity into innovation” (Gray.D, 1989), however he is a passionate man, who is against the likes of artificial colours and preservatives within his products. Therefore he had taken a scientific approach, to research and develops products that are pesticide free and have controllable afltoxins. And within the years this research has succeeded, now taking away the poor working practical of farmers, making chilli growers follow in their new footsteps.
Struggles And Overcame
East End Food plc has had its early struggle to start up, Tony Deep, at the age of 18 wanted a small loan from the bank, and unfortunately they had refused. Saying “You have no history running a Business” (Kate Basset, Nov 2008. Nowadays they wish to have a loan with East End plc. His principle was “don’t buy what you can’t afford.” The company is based in the Midland where there is a large growing Asian community, which proposes benefits to advertising their products’. Tony Deep had started gaining good relationship with the Corner shops by doing knocking on the door to advertising, to help get recognised and stock products. Popularity of the product eventually grew, thus help consisting in more marketing research and cost to help promote East End plc.
However on February 2008, East End Plc. had recalled all batches of its own brand of dried apricots seedless, incorrect labelling on the package. The allergen had contained sulphur dioxide, risking a potential harm to consumers. Therefore the action taken was to display and alert all stores of this matter and recall all products and from the consumers. This little mistake could have had a severe negative impact on the publicity of the company. However the correct action was taken.
Business Description
As East End Food is an Asian cuisine food specialist there are bound to be a few competitors, one particular brand is the cheaper Natco Company, which specialises in the same field. However their presence is not highly known as East End Food as there advertising budget consists of £600,000 a year to advertise on the top eight channels, and on Asian TV programmes.
There is a new factory that is being built in Aston, a former HP sauce factory that is set to create 330 jobs, “The company said it was predicting a rise in market share and turnover once the new facilities were running.” (Stephanie Bartup, Nov 2011) As this new facility open there will be a higher amount of output for the food, thus increasing the amount of supplies to the companies that stick East End Food.
As East End Food Plc. Grew it has become the “largest Asian food companies in the UK.” (Wikipedia, June 2011). The Company employees over 260 people and still is growing considerably. There employees provide a high amount of turnover, which is “£451,279.53”.(Companies House, Bureau Van Dijk) Showing that the each employees are an asset to the company. USP is the best asset to the company as they wish to provide healthy living for their farmers, gain acknowledgement for their research and development; by producing non artificial colours and preservatives. So there USP is providing quality spices at its best. This was the help of the more e than ten years of research to provide the non-parasite products, thus there other USP was the research in which they invested to provide products customers will now that are safe and environmentally friendly.
Company Culture
In my findings East End Food Plc seems to have a strong culture, which had direct aims and ambitions for the future of the company. Being more like a Family Business They see the employees as an asset, thus providing them with training programs to increase the level of business performance. Investments are made onto plant facilities, to gain a competitive edge with new technology to improve efficiency for production output There challenges are realistic thus providing a successful completion of these goals They are environmentally friendly as they, educate the farmers about pesticides and utilization
Conclusion
East End Food is a family business that has taken care into its finances, marketing and research in order for it to have a USP against its competitors. Tony Deep has provided a culture of honest and true hard work, which is reflected upon its employers. Each employee is known to be an asset therefore the culture of the business is more family than the usual linear hierarchy.

Appendix

Reflection
The report about East End Food Plc. Has provided me with new information that I originally did not know about the company, such as showing me that company like this don’t get publicised for recruitment and placements. But yet provide their employees with training to increase quality of employees.
I found researching to be the most difficult part of the report, East End Food Plc, doesn’t have much information to show, as they are not seen on the stock exchange even though they are a Plc. But they did provide accounts and information on salaries.
Structuring the report and Harvard referencing is getting better as I now write down the reference as soon as I find the quote or diagram.
In terms of moving forward by providing more time to find information on the company then yes, I will have to be more organised in order for me to move forward, this report has not been given enough time to provide a detailed report.
I find that it is proving to help my written communication a bit more, but there is still In need of a vast improvement, but I find that my researching techniques are growing as I have websites that provide information on companies that I’m interested in.
I find that my strengths are, finding better research information, and finding site s with reliable sources. However my weaknesses are need to be identified to provide a more detailed report due to poor time managements and organisation skills.
Harvard Referencing Publication/ Resource type | Format of Individual reference | Website | “Over 80% of Asian independents stock East End's range as well as all the major UK multiples.”East End Food Plc. website. Tab – Our Profile http://www.eastendfoods.co.uk/goto/page/our_profile | Book | “may or may not have the practical skills to turn creativity into innovation” The Entrepreneurs Complete Self – Assessment Guide (Gray, D. 1989) | Article | Asian entrepreneur: "I don't need a bank manager" Article http://realbusiness.co.uk/news/asian_entrepreneur_i_dont_need_a_bank_manager Kate Basset 6 November 2008 | Website | “largest Asian food companies in the UK”http://en.wikipedia.org/wiki/East_End_Foods 28 June 2011 | Article | “The company said it was predicting a rise in market share and turnover once the new facilities were running.”http://www.insidermedia.com/insider/midlands/61722-aston-site-boost-east-end-foods-profit-drop (Stephanie Bartup, Midlands Correspondent 11th Nov 2011) | Website | “£451,279.53”.(Companies House, Bureau Van Dijk)http://www.worksmart.org.uk/company/company.php?id=01159183&showShareholders#Stock_prices |

CORP 1521 ASSIGNMENT 1 Criteria

A Case Study the Entrepreneur behind the Company and the Company behind the Entrepreneur

Name: Arun Sehgal
Student Number: P11271202
Tutor Marking………………………………………………………..

CRITERIA | ANY COMMENTS | MARK | Title Page/Executive Summary. 10% | | | Identification of Company/Founder and Analysis against theoretical model(s)….20% | | | What problems did they encounter & how did they overcome them………..20% | | | Description of their business(es) eg markets, competitors, turnover etc…………………………..20% | | | Impression of company culture……………………10% | | | Reflection ………………10% | | | Correct format as outlined in module guide; adequate & correct referencing, free from errors…………………….10% | | | TOTAL MARKS | |