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BUSINESS REPORT
Executive Summary
Undoubtedly, business strategies are the foundational stones of the success enjoyed by a business organisation. This business report has been written with a purpose to analyse the existing organisational strategies of an organisation named Xero Limited; a New Zealand based public technology company and to evaluate the performance of the business against the pre-set strategies. The purpose of this assessment is to evaluate performance and develop recommendations for Xero Limited Company to encourage future performance improvements. This assessment further comprises of strategy of Xero Limited Company, Xero Limited’s approach to competition strategy, its performance measurement and balanced scorecard as well as recommendations, which shall help the company to perform better in its future endeavours. Lastly, it ends with a suitable conclusion after the detailed report on Xero Limited Company.
Table of Contents
Introduction    4
Strategy of Xero Limited Company    4
Xero Limited Approach to Competition Strategy    6
Performance Measurement and Balanced Scorecard    7
Recommendations    8
Conclusion    9
References    10
Introduction
With rapidly evolving business environment and exponentially increasing competition, business strategies are essential for organisations to evaluate their performance and determine the future direction of their business. This business report has been written with a purpose to analyse the existing organisational strategies of an organisation named Xero Limited; a New Zealand based public technology company and to evaluate the performance of the business against the pre-set strategies. The report will also include recommendations for the organisation in order to stimulate future performance developments for the benefits of the company and its people. Furthermore, the report is about the articulation of the company’s strategy and business model. The competition strategy of the organisation is discussed here and the performance of the business will be evaluated accordingly. The report will also include the balance scorecard for the business. Lastly, recommendations are given to help the business grow sustainably and successfully in the future.
Strategy of Xero Limited Company
A capital distribution structure has been executed by Xero Limited, which supports the quests and review of organic and inorganic in the future prospects for investments. While satiating its resilient emphasis on financial discipline, this is associated with its strategic priorities. Xero Limited has upheld its strong concentration on the strategic creativities of people and technological abilities, which forms to be the main key in making best use of its long-lasting opportunities. Its on-going progress in subscribers is predominantly inspiring both developing and recognized markets and the company continues to advance in entering, rising and topping in new geographical locations. This led to an addition of 432,000 subscribers all over the world in the year 2019. Comparing this to the company’s total subscribers, which was 475,000 four years ago, the increase has been exponential. One of the most prominent strategies of the company is that they continue to remain in a good position to upkeep small companies and their consultants in the conversion to HM Revenue and Customs’ (HMRC) Making Tax Digital (MTD) policy capability. This has been highlighted in the year 2019, when the growth of subscribers for Xero in the UK had accomplished a record subscriber adding for one country in a 12 months period. Xero Limited revenues increased by 50 percent, due to UK business having added 151000, subscribers to the company. Though Xero has provided strong organic progress in the financial year of 2019, the company also improved its stage strategically through two besieged acquisitions. First being the acquisitions of Hubdoc in August 2018 that enlarged the Xero stage by offering an important records seizure way out to aid bookkeepers, accountants and small businesses update organizational tasks. The other acquisitions being that in December 2018, Xero Limited had assimilated Interfile. It is a tax marching and accounts making result which spreads out the prevailing connectivity of Xero to the HMRC and Companies House of the UK. Highlight of this acquisition was to show the intent of Xero to carry on spending for the progress in the UK and to deliver the most persuasive product understanding to both minor businesses and accounting experts (Xero Limited, 2019).
As the basis of Xero’s go-to market and customer involvement strategy, the company remained focused on its exceedingly...