Module Name: Foundation in Management

Module Code: BMG857

Module Coordinator: Samantha Atanda

Coursework 1 Part A

Answer: Organizations are collection of people who pursue a common goal where it is not
possible to accomplish such goal alone. And this goal is sometimes to attain profit which in
many cases we are seeing in the industries and sometimes organization pursue the common
goal for accomplishing wellbeing of society, climates, nature etc. that are known as social
enterprises, NGOs. Miss Macaroon a social enterprise was founded in 2011 by Ms. Rosie
Gindey a social entrepreneur patisserie chef.

All organizations pursue a set of goals or objectives through strategies. These strategies are
what gives the organization the long-term direction to achieve the vision and its mission.
Vision of a company is the philosophy which determines where a company wants to position
itself where it’s mission determines how to get there.

The classical definition of strategy, as it was coined by Alfred Chandler in 1962, is that
“strategy is the determination of the basic long-term goals of an enterprise, and the adoption
of courses of action and the allocation of resources necessary for carrying out these goals.”
Strategies are how an organization achieve competitive advantage and compete against it
rivals and tackle the ever-changing macro environmental forces.

Miss Macaroon a social enterprise was founded in 2011 by Ms. Rosie Gindey a social
entrepreneur patisserie chef.

Miss Macaroon is operating in the food industry having retail shop in Birmingham. The
social enterprise is a producer of Macroons a French sweet delicacy that are tasty as well as
nutritious. The business strategies can be divided in to 3 levels:

- Corporate level Strategies: where organization’s vision and missions are set and
concerned with the overall scope of an organization and how value is added to the
constituent business units. Miss Macaroon is adding value to the society by
reinvesting the profit to help the young people by providing necessary training and
building their future. As stated by Ms. Rosie the founder of Miss Macaroon – ‘I
wanted to create a social enterprise business that combined my passion for premium
quality food’. (missmacaroon.co.uk, 2022)

Miss Macaroons mission is to improve the lives of young people in our community by
providing moments of sublime indulgence to our customers. (missmacaroon.co.uk,
2022)
 - Business level Strategies: where organization’s set their competitive strategies to
address macro, micro environmental issues and counter rivals to achieve market
shares. It is concerned with the way a business seeks to compete successfully in its
particular market. Miss Macaroon is using differentiation and innovation strategies to
produce high quality goods to compete the niche market of pastry delicacy. And at the
same time, it is diversifying the business by offering relevant offerings such as gift
boxes, event items etc.
- Functional level Strategies: where organizations achieve the value chain through
synergies of its resources. Miss Macaroons is using technology and training chefs to
achieve the competitive advantage of producing macaroons that are premium in
pricing as well as quality.

Miss Macaroon high level of expertise in making the macaroon set them apart from it’s rivals
in the pastry food industry. ‘Our secret recipe and methodology is scientific in its approach –
we are the only patisserie in the world to use a Pantone matching service devised from a
system routinely used in artistic industries. The luxury element is delivered via our quality
ingredients and Michelin starred experience.’ (missmacaroon.co.uk, 2022)

The use of technology as well as secret recipe of making macaroon give the organization the
competitive advantage since both of these abilities are harder to imitate by its rivals. As such
it allowed the company to charge premium pricing while promising superior quality.

Products and services of Miss Macaroon are as follows:

Miss Macaroon as a pastry producer:

- Macaroons: Gift boxes, Photo print, Single colour trays, Christmas etc.
- Business Gifts and Events
- Weddings

Miss Macaroon as a Social Enterprise:

- Macaroons That Make a Difference: a 10-weeks career course, 5-weeks MacsMAD

Catering course
- Sustainable Development Goals
(missmacaroon.co.uk, 2022)
The main revenue stream of Miss macaroons is through production of various variants of
quality macaroons that are sold at premium prices.

Source: companycheck.co.uk

The above figure shows the sales amount of Miss Macaroon from 2018 to 2022. In 2022 the
total sales are GBP 226000 which is however 15% less than the previous year. And the sales
come from its various variant of macaroons.

Miss Macaroon is a social enterprise also known as a CIC. CIC is the community interest
enterprise which also have functional structure. These are informal networks of people from
different areas of the organization who can come together quickly to share ideas, information
and knowledge. Miss Macaroon is a CIC limited by share and it’s structure allows it to
distribute 30% of profit but the boards pledged to reinvest 100% of the profit for
development of care leavers, ex-offenders, people with autism and suffer from mental health
issues.

Being a CIC company Miss Macaroon can have following advantages:

1. A clear commitment to social goals

 2. Access to certain forms of finance
3. Limited liability and protection
4. Familiarity
5. Flexibility of limited company structure

Disadvantages can include the followings:

1. Ongoing company compliance

2. Lack of tax breaks available: the company will not be able to raise money as any other
registered charitable company since it will not enjoy the tax breaks.
3. Restrictions on dividends
4. Restrictions on the use of assets
5. Additional governance requirements
(Korchak, 2019)
Bibliography:

About us: Miss Macaroon (2022) Miss Macaroon | Macarons That Make a Difference.
Available at: https://missmacaroon.co.uk/about-us/ (Accessed: November 16, 2022).

Korchak, J. (2019) Advantages and disadvantages of a Community Interest Company (CIC),

Inform Direct. Available at:
https://www.informdirect.co.uk/company-formation/community-interest-company-cic-
advantages-disadvantanges/ (Accessed: November 16, 2022).

Our social enterprise: Miss Macaroon (2020) Miss Macaroon | Macarons That Make a
Difference. Available at: https://missmacaroon.co.uk/social-enterprise/ (Accessed:
SHarvard Business Review, November–December 1996, p. 60; P.F. Drucker, ‘The
theory of business’, Harvard Business Review, September–October