13/07/2022
SUSTAINABLE GROWTH
When accurately applied, the SFG formula determines the rate at which a company can sustain growth through only the revenues it generates - without needing to approach external funding agencies for more cash. Essentially, it predicts a sustainable growth rate and helps to avoid overtrading. When a market is growing faster than a company's SFG, Churchill and Mullins identified three ways for managers to exploit the growth opportunity: speed up cash flow; reduce costs; or raise prices.
Each of these "Levers" helps to generate the cash needed to fuel faster growth.
As a young start - up business, the fashion brand Superdry enjoyed phenomenal growth. from its inception in the UK in 2004, the company rapidly added new stores throughout the world. In 2012, however, after several profit warnings, it became a victim of its own success. Critics suggested that the brand was so focused on growth that it had forgotten its fashion roots, failing to update products on a seasonal basis. Other reasons for the decline included supply issues, accounting mistakes, and an inability to react quickly enough to fierce competition. In a tacit acknowledgement that excessive growth was to blame, the company announced plans to review its new store openings.
Business - growth expert Edward Hess suggests that growth can add value to a company, but if it is not properly managed, it can "stress a business's culture, controls, processes and people, eventually destroying its value and even leading the company to grow and die." Growth is not a strategy, he claims, but a complex change process, which requires the right mindset, the right procedures, experimentation, and an enabling environment.