Sara Kay Graphic Design — SME Case Study (UAE)

Sara Kay Graphic Design is a small enterprise business which is based on providing and delivering services all over the UAE. The company was established in 2015 by its efforts in creating unique and innovative wedding cards (Sheldon, 2008). After the creation of wedding cards, the company gained popularity among customers. There is a wide variety of services offered by the company that are most effectively based on color, design, architecture, logo making, graphic design, Sara Kay Graphic Design Sara Kay Graphic Design logo infographics and much more. According to company values, the key design is strongly or proficiently known by its elegant details and refines all design principles from the very top. The company represents the structure of empowerment and hopefulness in making strong bonds with legal and valuable clients. Entrepreneurship has been considered the most difficult approach towards business growth and success. The main focus of this study is strongly based on finding opportunities for startup leadership approaches, business management and strategies and marketing and operational strategies of Sara Kay Graphic Design (Knapp, 2001), while the phenomenon is also true that leadership and strong strategic growth are most essential or fundamental in a company’s growth and planning.

Mission Statement of Sara Kay Sara Kay has a strong and effective mission plan based on design and architectural framework. The mission of Sara Kay is to provide originality and innovation of designs and assure that it provides originality and uniqueness in its work (Jedlicka, 2010). The main aim or key purpose of the company is to provide empowerment and hopefulness through dreams.

About the Founder A very creative person who always had a passion and interest in graphic design, Sara Kay deepened her knowledge and practiced to fulfill her goals. Her mission started when her uncle started his business and wanted to have a logo. Kay knew about him and informed him that she could do it, and it turned out successful and very professional. Then, one of her family members wanted to have a wedding card and Kay agreed to design it. It was amazing and made all the guests talk about how good it was. She knew that this was the moving point.

People started requesting Kay to do more wedding cards, so she established her own graphic design business.

She started doing her work at home until now. Kay has her own team working with her and has her own office, which is the biggest achievement.

Vision “We are here to help you transform your thoughts into the real world. We do marking, wedding and infant shower plans, activity, advanced craftsmanship, photography, and videography administrations. At Sara Kay, we attempt to make each project something totally new.” Figure 61: A design of Sara Kay Graphic Design

Organizational Structure

An organizational structure is the most definite or fundamental role in examining functions or activities of Sara Kay Graphic Design. There are two important steps or terms utilized in the organizational structure: organizing and organizational structure. Organizing is linked with arranging, managing and organizing accomplished goals (Arntson, 2011), while the organizational structure is cleared and used for formal arrangements of jobs inside the organization. There are two main features or characteristics linked with organizational structure such

as

Organizational Design The organizational design is the process which is used for making decisions in the business. In this company, organizational design is mainly based on six vital

elements including

¡ Specialization of work - It is highly useful and effective for organizing or dividing work activities into different job tasks.

¡ Departmentalization - It is the most basic form of structure in which specific jobs are grouped together uniquely and fundamentally (Campbell, 2011), like functional, production, geographical, sales and customer service demands.

¡ Chain of Command - Chain of command is linked with the continuous line of authority phenomenon.

Criteria will be followed and processed from upper levels of an organization to the lower levels. There are two basic types of authority including line authority and staff authority.

Organizational Chart Graphic Designer Web Developer

Sara Kay Marketing Coordinator Content Creator Figure 62: Sara Kay’s Organizational Chart Leaders Leadership plays the most important and fundamental role in building or organizing the structure for a business, while it is also true that entrepreneur leadership affects the performance and growth of a business environment and helps it in pertaining or achieving organizational goals (Ahmady, 2016). There are three important leaders involved in Sara Kay Graphic Design Company such as

Figure 63

The Creative Painter The Multi Media Artists The Photographer ¡ Founder: Sara Kay ¡ Marketing Coordinator: Marcio Gualtieri ¡ Content Creator: Calcee Preston ¡ Project Manager: Brunoo Goodma ¡ Web Developer: Renato Frias ¡ Graphic Designer: Natasha Simpson Restructuring the Organization Policy and Phenomenon There is no doubt that the COVID-19 pandemic caused losses to so many businesses, big or small. The great thing about startup business operations is that they are strongly based on technological factors. Therefore, Sara Kay Graphic Design is totally based on technological activities (Teece, 2010). The organization molds its business operations from promoting activities using a home-based system connection. The organization changed its corporate policy to allow the maximum number of employees to perform functions in the company.

Description of Products and Services There is a wide variety of services being offered by the company to valuable customers. These services included

in the following chart (Figure 64)

Wedding Invitation Design Photography Services Branding Design Services Digital and Animation Services Baby Shower Design Services Stationery Design Services Instagram Branding Services Mural Art Services These are all descriptive products and services being offered by the company through full empowerment, dedication and hard work. These are all services linked with the graphic design and technological phenomena, in which all business operations are done or performed using systems manually by employees (Wilson, 2010).

There is also a wide variety of software being utilized by the company for modern development for such innovative design products.

Business strategies in a company are highly effective in providing competitive growth to an organization. This strategy is really helpful in distinguishing and identifying the current position of a company and then making efforts according to the current developmental analysis of it. The business strategy in this graphic design company is implemented to provide exemplary success in the specific business sector.

Sara Kay Graphic Design has competitive advantages over different organizations and other graphic design companies. The company has strong growth in the marketplace and also effectively stated that it prioritizes good communication with valuable customers in the graphic design sector. The company is good and innovative at providing quality services, products, customization and also values other additional services of customers according to their demands. It can also be noted that Sara Kay Graphic Design currently operates and gains high sales in the region of Dubai, and the company also receives orders from different countries all over the world.

Operational strategies are most effective when involved with where and how innovative products are actually being made. This company integrates a vertical-based organizational structure, where teams utilize the standard policy of business functions (Wu, 2014). As stated, this company utilizes vertical integration in the effective process of production, the main deployment of physical and digital resources and also enables a strong relationship with suppliers and customers.This organization is following the tightening quality control of the production process, in which the company employees follow operational activities performed by the company, such as the following: First, the directors or top managers of the company create an effective plan of calculation of different production capacity, and it can be done at Sara Kay with good management and quality control. Moreover, the company can look for strong competitive vendors and other valuable stakeholders in a specific time period. Finally, it can find valuable stakeholders and customers who mainly want innovative products from them.

select or identify the customers’ requirements mold it into digital demands graphic designers fulfilled the products digitally the process of physical printing start the products with innovative packaging deliver to customers Figure 65: Products and Services

A marketing strategy is the most significant and fundamental role in attracting customers towards a company (Hseih, 2010). So, Sara Kay Graphic Design also significantly utilized marketing strategies for effective business growth and success. Its marketing strategy strongly deals with integrating most of the business operations such as pricing, selling and distributing different products to customers.

Intensification is mostly referred to as capturing market shares that are in greater demand through signified absorption or penetration of the market. The company utilized another effective strategy which is used for competitive business growth and productivity (Hseih, 2010). The marketing strategy that is utilized by this company is actually termed as marketing mix. The following elements included in the marketing mix of the

company are as follows

¡ Price - The company created a price plan according to the demands of customers. These prices are also negotiable according to customer demands. Prices are also the main entity for targeting customers towards the brands or products.

¡ Place - It is the greatest demand for customers or even also for the owners of the company. Dubai is the most functional hub for competitors and even also for customers. The company structured its online marketplace for customers after it decided to geographically broaden its business operations or services (Hseih, 2010). Therefore, it targeted customers all over the world to provide graphic design services.

¡ Promotion - The company utilizes a strong and fundamental strategy for promoting its business operations, like using the social media marketing strategy, advertisement, TV advertisement, and the word-of-mouth structure.

¡ Product - The following company products and services are already being offered by Sara Kay and were already mentioned, including graphic designing services, wedding card services, info- graphics services, stationary design services and much more.

The company has faced many business challenges during operation and despite a well-functioning approach in the organization. These challenges hit the company hard with production losses (Hseih, 2010). The business

challenges that the company faced as follows

¡ The innovative, technological commands and business operations.

¡ Late system or innovative design demands.

¡ Restriction of resources and technological factors.

¡ The employees do not have proper knowledge and training about different technological factors.

¡ There is so much innovative, creative pressure and a high workload on employees.

Overcoming Such Challenges There is a wide variety of efforts being put on by companies for effective, competitive growth and operations.

These business challenges could be overcome by using technological approaches (Hseih, 2010). The following ways are adopted by companies for strong maintenance and management, and they are as

follows

¡ Implements the most effective business strategies for management and great productivity scale ¡ Implements technological factors and different digital demand operations ¡ Provides well-managed and effective training and coaching to employees ¡ Provides strong and effective leadership of great management business demands ¡ Includes digital transformation and cloud computing services in organization that innovate business products and digital graphic demands

The best successful practices provide strategic implementation for business management and growth.

Some of Sara Kay’s include the following

¡ The company has endorsed core business activities linked with business technology and functions.

¡ Assessment and additional control are frequently seen with doubt by those whose exercises are being assessed, and the result should be actualized with some affectability by senior administration.

¡ Each component of promotion ought to be assessed utilizing both quantitative and subjective principles for execution or potentially determinant of progress (Campbell, 2011).

¡ The most evident zones of assessment identify the control of yearly promotional design and in corporate deals, control of peace of the overall industry and control of costs and client following.

¡ Also, productivity assessment is a fundamental component of advertising control, ideally utilizing a commitment instead of net benefit premise.

¡ Control of advertising productivity includes a graphic investigation of every single component of the showcasing blend.

Once more, even if a portion of these are hard to assess, like the capability of advertising spend, it is conceivable given a way and norms of execution, that these fundamental stages in the control cycle are set up.

According to the overall analysis and evaluation of business demands, the company needs to address strong strategic planning for effective organizational growth. Overcoming challenges is generally a strong recommendation or plan for management and great planning. There are recommended principles that need to be followed in a company for productive growth such

as

¡ Implementing strong and effective business strategies for management and great productivity scale.

¡ Implementing technological factors and different digital demand operations.

¡ Providing well-managed and effective training and coaching to employees.

¡ Providing strong and effective leadership and great management business demands.

¡ Company will include digital transformation and cloud computing services.

In summary, Sara Kay Graphic Design has a strategic advantage over different organizational competitors. The company has strong growth in the marketplace and also effectively stated that it prioritizes good communication with valuable customers in the graphic design sector.

The company is good and innovative at providing quality services, products, customization and also values other additional services to customers according to their demands. Sara Kay Graphic Design is a small enterprise which is based on providing or delivering services all over the UAE (Morris, 2009). The company was established in 2015 by creating unique and innovative wedding cards.

After the creation of wedding cards, Sara Kay gained popularity among customers. There is a wide variety of services offered by the company that are based on color, design, architecture, logo making, graphic designing, info-graphics and much more. According to the company values, its key design is strongly known by its exquisitely delicate and refined design principles from the very top.

The company is involved in representing the structure of empowerment and hopefulness by making strong bonds with legal and valuable clients. Entrepreneurship has been considered the most difficult approach towards business growth and success.

Case Study Questions

• What are the main factors to start a business?
• What are the services that are offered in your business?
• What makes your business more special than other

organization competitors?

• What are the principles of being a successful leader?
• What are the best successful practices that helped

the company grow?

• What are the challenges that the company faced?
• How did restructuring the organization policy affect

the company?