An Bronntanas is a small independent chain of bookshop operstion in Dublin, Galway City, Waterferd city

Andlettterkinney in Co.Donegal. It was established by Aengus O’Kelly in 1985 and was simply known at that time as
O’Kelly’s Gigt shop. It is a book business with its headquarter based in Galway City which currently employs 22 full
time and 29 part time staff. An Brontntanas market its products in Ireland and the UK but also does some mail order
business and increasingly online friding as well as in several European countries and in the US.

Residential Business Unit-Project review

An Brontanas is a small but profitable and very highly regarded books business which we believe is capable of
growth under the right management, with the retirement of the founder, Aengus O’Kelly, expected any time soon
there are rumors that it may decide to expand and perhaps undertaken flotation. This is one to watch.
T
The stated aims of the company according to one of the family business’s Director,
Reader, are;
 To continue to grow in its traditional market.
 To develop a new more range of merchandise
 To develop new more modern but still traditionally Irish image with an emphasis
on its green climate respecting credentials.
 To break into new market in the UK, EU and US.
 The company is also considering developing another retail outlet in Belfast.
Sustainable Design, Concept

In the mid 1990s, when the business thrived, Aengus move to bigger premises on
shopstreet itself and then opened bookshop in letter Kenny, Waterford and finally one in
Dublin. The bookshops became well known for the reading and book singings he
organized as well as for special events for children with well-known children’s author
like pat o’ shea, Lrite Thampson and Marita Canton- Metrenna reading stories to group
of children. Again, Aengus is suggested opening another bookstore in Letterkenny Lmc
is came up with idea of adding coffee shop where customers are able to persue copies of
whatever books are currently most in demand while enjoying a coffee and a scene, she
get the idea on a visit to Boston where she was impressed by bookstores which had
coffee shops on their premises. All the bookstores now have a coffee shop attached .

In the early 2010s Aengus brought in his son and daughter as director of what has
remained a Family Firm, Both his son and daughter are well qualified to develop the
business in a wide scale and in a global way. His son and daughter brings a lot of new
and imaginative ideas to develop a business at a international scale.
Development Timeline:

The feasibility unit described above will requires six to nine months to design, test and perform
reliability metrics before completion of a thorough financial analysis for the residential market.
Thesis stages will lead to development of a investment package specially designed for the investor.

Initial Investments

An Bronntanas will form a separate business unit dedicated to the commercialization of new
technology and method for the residential market. An Bronntanas will offer an Equity position in
his business unit for both the initial investment and later for the capitalization requirements driven
by the financial analysis.

Development plan Investment s $3,00,000 USD

Equity position: 30 $(Initial Investment)
2. A list of the key criteria that new CEO should possess:

A CEO’s responsibilities are many, but even if they are good at their job, there are certain traits that they must possess
to be a great of success as they can. As a CEO, it is important to manage a workplace where employees enjoy work,
are passionate about the company and show an interest ingrowing their role. A CEO sets the fena for how the
organization run on the qualities they develop can greatly affect the company’s success. In this article, we shared list
of successful CEO Traits;

CEO’s key traits

1. optimism
2. Acceptable
3. Loyalty
4. understanding
5. Trustworthy
6. Inspiration
7. Confidence
8. Critical Thinking
9. Compassion
10. Reliable
11. Passion
12. Curiosity
Assessment of CEO key qualified

Evaluation of the CEO’s performance for each quality area using the scale estimated below. Consider a
criteria together when forming an impression about the CEO performance. Add comments you believe
provide context to your rating, a that would be helpful to the CEO in improving his or her performance

1. Does not meet expectation: The CEO rarely or never practices these qualities as a part of his/her
leadership. The CEO doesn’t perform well in this area.

2. Meet some expectations: The CEO inconsistently practices these qualities as a part of his or her
leadership. The CEO’s performance in this area meets some of my expectation only.

3. Meet most expectation: The CEO often practices these qualities as a part of his or her leadership but
not always. The CEO’s performance in this area generally meet my expectation.

4. Meet all expectation: The CEO always practices these qualities as a part of his or her leadership. The
CEO’s performance in this area generally meet all of my expectations.

5.Exceed expectation: The CEO performs above and beyond these qualities as a part of his or her
leadership. The CEO’s performance in this area is outstanding and exceeds my expectation.
3. A list of factors that is not considered in the selection decision:
some of the key factors that is not considered in the selection decision and why this happens because of the following reasons;

1. The right people are not involved in the decision

2.The board may not be applied to evaluate CEO candidates.

3. The CEO specification does not align with the organization’s strategic goals.

4. There is lack of alignment on how the process should work.

5. choosing the wrong search committee

6. Outsourcing critical steps

7. Defining the candidate pool too narrowly

8. Equating candidates with their past comparison

9. Overestimating the value of inside or outside status.

10. Accepting false assumptions.

Certain key criteria are not considered in selection decision because of the criteria for selecting a CEO are somehow fixed according to types of business which are listed below:

a. Eloquent and Act as a role model for mission and core values underpinning the startup

b. make sure that capable employees are hired, developed, motivated and retained.

c. clearly communicate, communicate and communicate!

d. Articulate and effectively communicate the corporate vision, strategy and goals.

e. allot necessary resources and ensure plans use in place to achieve strategy and goals.
Some selection criteria for the CEO:

1. Depends on the company’s situation

2. Public v/s private
3. Number of business locations(International) business size
4. Relevant Industry experience
5. Prior experience in the CEO role.

4. Candidate Evaluation’s of their qualities of being appointed as CEO in future.

1. Flora McKinnon
she is currently head of acquisition with Liverpool city council’s Public liberal service. She was born on the Flabridean Island of
North Uict. In Scotland, a Gaelic speaking area of Scotland, where her father is a general practitioner. Flora is bilingual, she speaks
Scottish Gaelic and English as her first languages but her mother is from Colombia so, she is also fluent in Spanish. She studies for
BA in Anglo, saxon, nerse and celtic of the university of Cambridge, where she achieved a first class honours degree. She then
undertake master degree in the department of libring scince at Rugers university in new jersey ,USA with distinction.

Flora McKinnon’s Evaluation

S.N Qualities Score(1,2,3,4,5,N/A)
1 Optimism 3
2 Acceptance 4
‘ 3 Loyalty 5
4 Understanding 4
5 Trustworthy 5
6 Inspirational 2
Above table shows the score given to flora’s qualities she need to be a CEO, most of the qualities she possess is highly
preferable and only very few qualities which are not preferable . But her maximum qualities are acceptable to become a
CEO of Bronntanas. As she has quite experience in two or three companies where she was in manager’s position handles her
below employees effectively which made me to give score up to the level of being selected as CEO of Bronntanas, she is also
familiar with the languages such as Gaellic, English, Spanish and French which will help to handle the diverse workforce
working in the organization. Only few qualities such as reliable and critical thinking should be developed by her. As she has
worked in many companies up to now, so reliability can’t be considered as she has to suggest that if you stay in any
company then stay there for long period which will help to develop you as well as company too. And also critical thinking
skills needs to be boosted by her as it is the prime quality to be a CEO and it can developed by providing different types of
thinking and development programmer by Bronntanas.

2. Eleanor Patterson
She was, until recently joint owner of an independent bookshop in Belfast with her husband, David. She started her career
with waterstones in Belfast after graduating from the university of Ulster with a First- Class honor degree in business
studies. She worked her way up to become head of sales before moving to similar but better paid role with Eason’s in
Dublin.

Eleanor’s Patterson Evaluation

S.N Qualities Score

1 Optimism 3
2 Acceptance 2
3 Loyalty 3
4 Understanding 3
5 Trustworthy 4
Above table shows the scene given Eleanor qualities, she need to be a CEO, most of the qualities she possesses is not acceptable to the criteria of having a CEO of Bronntanas, only two qualities;
trustworthy and reliable are preferrable but from the 10 qualities only 2 qualities can’t be considered to get selection in the CEO of Bronntanas. As she has experience of Bookshop similar to
Bronntanas , but her qualities does not match to the criteria set by the Bronntanas. Most of the qualities she needs to be improved up to the optimal level by fetching high level training and
development classes to be appointed as CEO. She has poor command over languages criteria set by the Bronntanas, which need to improved by taking language classes. Her leadership and
management skills needs to be designed by taking the various leadership and management training classes which will enhance her skills and qualities.

Marco Gilroy
He is head of sales with online books business, Book IT, a medium sized enterprises based just outside limerick City. He has been with the company for four year, prior to that he worked for
Amazon UK and before that he was with a tech start up in Dublin. He was born and brought up in Cork and completed a primary degree in commerce at university college cork Business school,
achieving an upper- second class honors degree. He also has MSc in International Business from Griffith College in Dublin, which he undertook when the start up collapsed owing to lack of
funding. He is a member of the marketing Institute of Ireland . He is a member of the Marketing Institute of Ireland. He also represents Ireland on the board of the European Federation of
marketing Associations.

Macro's Gilroy Evaluation

S.N Qualities Score

1 Optimism 4
2 Acceptance 5
3 Loyalty 5
4 Understanding 4
5 Trustworthy 4
6 Inspirational 5
7 Confidence 4
8 Critical Thinking 4
9 Compassion 5
10 Reliable 4
 From the above table, Macro’s Gilroy qualities are shown to having a CEO position, the qualities possessed by him
and the criteria set by the company is matching. All most his qualities are matching for the position of CEO of
Bronntanas. By studying the profile of Macro and his academic as well as working career we can easily find him as a
suitable and aspiring candidate for having a CEO of Bronntanas. I would suggest the company to accept him as the
candidate for having a CEO of Bronntanas because he possess all the qualities for achieving their position.

Explanation of selecting the Best candidate for CEO

I have selected Macro’s Gilroy as a CEO who is best fit for CEO of Bronntanas because of the following reason;

 He/she should have cultural fit

 He/she should have company understanding
 He/she should have communication skills
 he/she should adapt easily in the environment of a company.
 He/she must be goal oriented

Above all five criteria's, I found it in Macro’s Gilroy profile by taking a deep study. I found him the right person for
Bronntanas as a CEO . He have all the qualities to be appointed as CEO. The public opinion has also given in his profile
to get him in the position of CEO or become the company owner.

Beside the given criteria I have given above there are also some other criteria to be a CEO of any company which are
highlighted below in points;

• Pursue a formal academic qualification

• Gain work experience
• Educate yourself on various business concept
• Equip yourself with relevant skills.
I have selected Macro Gilroy for the position of CEO of Bronntanas by taking the deep study of every Candidate profiles
and deep analysis and evaluation and comparison also have been made by me to come to final decision which is highlighted
below on the basis of profile of Macro Gilroy;

 Academic Qualifications; BCom in commerce and MSC in International Business.

 Physical traits; Attractive, healthy, tall, fit and rugby player

 Extra qualification; Member of marketing Institute of Ireland and European Federation of marketing associations.

 Languages; Irish Gaelic to leaning cort level(B1) French(B2), German B2.

 IQ; 127

 Strong intelligence; Skills such as Interpersonal and Naturalist.

 mental strengths; High social intelligence and self confident

 Managerial skills; High reputation for always achieving his goal.

Well liked by staff, peers and reports. People oriented who achieve objectives through others .sometimes describes as
charismatic, expert, Has an capability to create a positive culture, Empower others, considered a team manager.prefer
supporting bit has lwain on a couple of occasion to have become emotional and imitable when his team failed to do well as
he expected.
• Preferred activities using covey’s ideas; pathfinding and talent development
By looking at the profile of Macro Gilroy in comparing to other two candidate whatever tasks CEO has to do, he can easily do which are highlighted below;

a. Oversees the strategic direction of an organization

b. Implement changes and proposed plans
c. Engage in media obligation and public relations
d. Interact with other leadership executives
e. maintain accountability with the board
f. monitor company performance
g. Setting precedence for the working culture and the environment

I have found more extra qualities in Macro Gilroy which I have not found in other two candidates' profile which is highlighted below:

> Good sense of humor

> Overactive social life
> Public opinion given on Macro
>performance review has been given for his social ability and for innovation and creativity.
> A letter of reference from amazon for macro as very bright full
of ideas, confident and co-operative and gets on well with everybody
> Working as a coach for rugby player
> Also organize a charity Rugby matches to raise money for the shin center for Autism in cork
> In a study carried out by External consultants macro scored very highly among the directors and senior management team in terms of leadership abilities.
> He has good working experience praiseable

6. SWOT (strength, weakness, opportunities and threats) analysis is a framework used to evaluate a company competitive position and to develop strategic planning. SWOT analysis
assesses internal and external factors, as well as current and future potential.

A SWOT analysis is designed to facilitate a realistic fact based, data driven look at the strength and weakness of an organization,initiatives,or within its industry. The organization
needs to keep the analysis accurate by avoiding pre-conceived beliefs or gray area and instead focusing on real life context. Company should use it as a guide and not necessary as a
prescription.
SWOT analysis performed by Bronntanas for new operation it Belfast

Strengths
• Successful operation of Bookshop business in US and EU
• Diverse workforce to handle the branches in Belfast
• Always seeks to develop a new range of merchandise

Weakness

• Traditionally running with Irish image with an emphasis credential

• ‘lack of CEO, somewhat difficult to handle a new operation in Belfast
• Owner himself not clear about new operation in Belfast

Opportunities
• The company can increase its market share by adapting modern means such as online trading, mail order business
• Relatively few competitors in the market

Threats
• Companies that are offering more facilities in the bookshops than only reading and having coffee.
• Negative press and media coverage can harm the brand in the long run.

Strengths;
• Successful operation of Bookshops in EU and UK
Business thrived by the mid 1990s and able to move to bigger premises on shop street itself and then to open bookshops in
Letterkenny and Waterford and Dublin and also organized special events for children and provide coffee facilities to the book
Readers as well. Again by 2005, the four-bookshop come into operation.

. Diverse workforce to handle the branches in Belfast

Different branches are running at different places of Bronntanas, to the workforce working by them are also from different places such as UK, France, Netherland,Spain, Italy, Germany etc. .
So , it will be easy to handle the local people of Belfast new operation of Bronntanas by the diverse workforce.

. Always seeks to develop a new range of merchandise

Bronntanas is always seeking to develop a new range of merchandise in its business, by looking at the situation of dynamic business environment. As recently, it has added coffee shop and some
facilities for customers.

Weakness:
. Traditionally running with Irish image with an emphasis on green climate respecting credentials.

As Bronntanas is totally focused on Irish Culture. It always focus on Irish image which has emphasis on green climate respecting credential which lacks modern concept of the business, which is
a weak point of Bronntanas.

. Lack of CEO, somehow difficult to handle new operation in Belfast

As Bronntanas currently don’t have any CEO who will look the organization for long run. CEO plans, makes blueprint for the succession of business in long run. But as Bronntanas has to
operate a new Bookshops in Belfast which will be somehow difficult to handle in the lack of CEO.

. Owner himself not clear about new operation in Belfast

As Bronntanas wants to open a new Bookshop in Belfast but pader the company owner himself is in confusion to start the new business in Belfast. Although he is telling to conduct SWOT
analysis for new operation which is weak point for Bronntanas.

Opportunities

. Company can increase its market share by adapting modern means;

As Bronntanas is focused on traditional concept but to expand its market share, it has to focus on modern means of selling its product through online means, mail order through mobile app like
delivaroo, just eat etc. Which will help customer to order from their home.
. Relatively few competitors in the market:
By looking at the case given here Bronntanas has few competitors in the market. So, for Brpnntanas has huge opportunities to cover the wide market area of its new operation in Belfast.
Threats:
• More facilities are offered by other companies in the Bookshops.
Bronntanas has to expand the facilities and services in the Bookshops such as music, coffee, snacks and cold drinks which will help
to relax customers.
• Negative press media and coverage can harm the brand in long run:
An Bronntanas is operating in many places in EU and UK, so any negative press media and coverage will create negative impact
on the new operation in Belfast.

VISION
A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create . It should be a
guiding beacon to everyone within the organization and something which underpin s internal decision making and determines the
intended direction of the organization.

Vision statement
To be a leading bookseller in the EU and UK market.

MISSION
A mission statement is a short summary of an organization’s core purpose, focus and aims. This usually includes a brief description
of what the organization often does and its key objectives.

Mission statement
To offer a best bookselling services with traditional facilities to customer to reach a wide market area

Values statement
The value statement also called the code of ethics, differs from both the vision and mission statements. The vision and mission
state where the organization is going and what it will do to get there. They direct the effort of people in organization toward -
Common goals. The value statement defines what the organization believes in and how people in the organization are expected to
behave with each other, with customers and suppliers and with other stakeholders. It provides a moral direction for the organization
that guides decision making and establishes a standard for assessing actions. It also provides a standard for employees to judge
violations.

Values statement:
1. Be transparent
2. Do what’s right
3. We are all builders
4. Don’t optimize for the short term
5. Ownership mentality

Summary
The mission, vision and value statements are the guiding forces behind an organization. The mission statement communicates the
purposes of the organization . The vision statement provides insight into what the company helps to achieve or become in the future.
The values statement reflects the organization’s core principles and ethics. Together, these statements provides strategic directors for
an organizations informing current and future steps.

What vision, mission and values statements shows which can be cleared the below diagram:

Mission Vision Values

* What do we do today? *where are we going forward? * what do we stand for?

* what do we serve * what do we want to achieve * What behaviour do we value over all else?
in the future?
* What are we trying to * What kind of future society do * How we will conduct our activities to achieve our mission
and
accomplish ? We envision? Vision ?
* what impact do we * How do we treat members own organization and
want to achieve? community.
Roles played by Mission and Vision:

Mission and Vision statement play three critical roles: 1: communicate the purpose of the organization to stakeholders, 2: Inform
strategy development and 3: develop the measurable goals and objectives by which to gauge the success of the organization’s
strategy. These interdependent, cascading roles and the relationship among them, are summarized in the figure:

Key roles of Mission and Vision : Figure:

Mission statement Vision statement Strategy

* who we are * what we want to become * how we will achieve our vision
* what we value

Communicating purposes to stakeholders

Roles played by values statement

1. Provide a great work environment and treat each other with respect and dignity.
2. Embrace diversity as an essential component in the way we do business
3. Develop enthusiastically satisfied customers all of the time.
4. Contribute positively to our communities and our environment
5. Recognize that profitability is essential to our future success.

Besides the above discussion we made, Bronntanas can do the following things to have its mission, vision and value statements more
effectively:
- Enriching education
- supporting Libraries
- Training teachers and librarian
promoting reading in communities
- Reaching Refugees
- providing health information
- Responding when books are lost.
In conclusion mission and vision, both are related to organization’s purpose and aspirations, and are typically communicated
in some form of brief written statements. A mission statements communicates the organization’s reason for being and how it
aspires to serve its key stakeholders. The vision statement is a narrower future oriented declaration of the organization’s
purpose and aspirations. Together mission and vision statement guide strategy development, help communicate the
organization’s purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on
tracks.

8. Green credential is that in which the qualities that show you believe it is important to protect the environment

Key suggestion for improving Green Credentials of an Bronntanas:

1. Power your office with alternatives sources of energy:
whether it be wind, solar or biomass renewable energy is growing its market share. Solar is a large reason the national grid
went without coal power for 24 hours in April, the first time, the UK had done without the dirty fuel for a day since the
industrial revolution.

2. Clean up with eco friendly washroom solutions

With news that we will see have more plastic in over ocean than fish, 2018 got off to a great start in the war against plastic
with the ban on plastic microbeads in cosmetic and personal care products. Make sure you comply and only use products
that are both eco and ocean friendly. There are many alternatives to the plastic bead, such as cork, ground coffee,salt.

3. Switch to post consumer waste:

Whilst pre consumed post industrial waste is generated in large quantities and in most cases reused by the manufacturer,
the reuse of post –consumer waste is the waste you place in your office recycling bins or recycling bin sat home. Therefore,
small quantities making it harder and less cost effective to recycle.

4. Thrown out bad habits and go plastic free

Do you know how much energy is needed to produce just 1 of the bags you lovingly place your recycled/waste intel
Lets say you only use 1 plastic bag per day you would be helping to create 50kg of CO2 each year.
5. GO-Green Hosting
Did you know that your website could be load, Wind powered? Servers are energy hungry beast and switching to wind power would be significant step forward in your business
goal credentials.

From the above suggestion and discussion, we will look 5 ways to achieve the above suggestion to improve green credentials of our business.
a. Improve cleanliness
b. making cleaning more effectively and cost effective
c. improve waste segregation
d. Reduce waste collection costs
e. Keep business operational, maintain integrity
f. Improve sustainability

9.
Strengths are defines as character traits or skills that are considered positive. Strength includes knowledge, attributes, skills and talents. Weakness are just the opposite . Weakness
are defined as character traits or skills that are considered negative or not as well developed.

Strengths and weakness for the selection for job interviews;

Strength Weakness

a. Leadership skills a. Too much detail focused

b. Problem solving b. multi tasking too much
c. Communication c. Lack of experience
d. Analytical skills d. procrastination
e. Determination e. Disorganized
f. Creativity f. Conventional
g. Enthusiasm g. Self sensitive
h. organized

The proposed candidates for the CEO by me must have the following strength
_ Ability to learn from the past
- Strong communication skills
_ Building relationship
_ Realistic optimism
_ Understanding
_ Listening skills.
_ willingness to calculate risks
- Reading people and adapting to necessary managerial styles
_ Coaching employee effectively
_ Thinking outside the Box

The strength and weakness of my proposed candidates ‘Macro Gilroy's highlighted below:

Strengths
* strong communication skills * Confident and Co-operative * innovation and creativity * social responsibility thinker * Goal-
oriented
* Strong coaching skills

Weakness
* Overactive social life * poor IQ * Emotional and irritable * sometimes become more charismatic

To carry on the research for the personal and professional development and suggesting the areas for development. SWOT analysis
need to be performed for the proposed candidate which is explained below:

You are most likely to succeed in life if you use your talent to their fullest extents. Similarly you will suffer fewer problem if you
know what your weakness are and if you manage these weakness so that these things doesn't matter in the work you do.

What makes SWOT especially powerful is that, with a little thought, it can help you uncover opportunities that you would not
otherwise have spotted. And by understanding your weakness, you can manage and eliminate threats that might other hurt your
ability to move forward.

If you look yourself using the SWOT framework, you can start to separate yourself from your peers and further develop the
specialized talent and abilities you need to advance your career and help you achieve your personal goals.

How to perform your personal SWOT Analysis

Strengths:
* what advantages do you have that others don’t have
* what do you do better than anyone else
* what personal resources can you access
* what do other people see as your strength
‘* which of your achievement are you most proud
* what values do you believe in that other fails to exit
* Are you part of network that no one else is involved . If so, what connection do you have with your influential people.

Consider this from your perspectives and from the point of view of the people around you. And don’t be modest or shy –be as objective as you can. Knowing and using your
strengths can make you happier and more fulfilled at works.

Weakness:
* what tasks do you really avoid using because you don’t feel confident doing them ?
* what will the people around you see as your weakness?
* Are you completely confident in your education and skills training? If not, where are your weakest?
* what are your negative work habit?
* Do you have personality traits that hold you back in your field?

Again consider these from a personal perspective as an external perspective . Do other people see weakness that you don’t see? Does co-worker consistently out-perform you in
key areas? Be realistic –it is best to face anu unpleasant truths as soon as possible.

Opportunities
* what new technology can help you ? Or can you get help from other or from people via the internet?
* Is your industry growing? If so, how can you take advantage of the current market?
* Do you have a network of strategic contacts to help you or offer good advice?
* what trends do you see in your company and how can you take advantage of them?
* Are any of your competitors failing to do something important? If so, can you take advantage of their mistakes?
* Is there a need in your company or industry than no one is filling?
Also, importantly, look at the strength and ask yourself whether these open up any opportunities and look at your weakness and ask yourself
whether you could open up opportunities by eliminating these weakness.

Threats:
* what obstacles do you currently face at works?
* Are any of your colleagues competing with you for projects on roles?
* Is your job changing?
* Does changing technology threaten your position?
* Could any of your weakness leads to threats?

Performing this analysis will often provide the information. It can point out what need to be done and problem into perspective.

The suggested areas for the proposed candidate for their personal and professional development over the next three year are given below:

* Strategy formulation
* Coaching
* performance measurement
* company culture
* leadership
* life long learning

11.
firms invest a lot in on boarding CEO hired from the outside, but transitions for CEO’s appointed even within are rarely handled with as
much care.

We have identified five key challenges faced by CEO’s newly promoted from within a company and offer our advice for navigating them: