A Case Study the Entrepreneur Behind the Company and the Company Behind the Entrepreneur

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A Case Study the Entrepreneur behind the Company and the Company behind the Entrepreneur

Assignment 1
Introduction to Enterprise and Entrepreneurship
Tutor: Stringer D
By: Arun Sehgal

Contents Company 3 Behaviour Type 3 Struggles And Overcame 3 Business Description 3 Company Culture 4 Conclusion 4 Appendix 5 Reflection 5 Harvard Referencing 6 CORP 1521 ASSIGNMENT 1 Criteria 7 ANY COMMENTS 7

Company
Tony Deep, Entrepreneur and Founder of East Ends foods Plc. Which is a leading Asian food specialist, which produces fine chilli, paprika and other spice blends. That has virtually no pesticides within their products. East Ends supplies “Over 80% of Asian independents stock East End's range as well as all the major UK multiples.”(eastendfood.co.uk, tab – Our Profile) they have had this experience for more than 35 years, within the Asian market to gain this much acknowledgement.
Behaviour Type
Tony Deep seems to have an Inventor –researcher approach to his entrepreneurship behaviour, as he “may or may not have the practical skills to turn creativity into innovation” (Gray.D, 1989), however he is a passionate man, who is against the likes of artificial colours and preservatives within his products. Therefore he had taken a scientific approach, to research and develops products that are pesticide free and have controllable afltoxins. And within the years this research has succeeded, now taking away the poor working practical of farmers, making chilli growers follow in their new footsteps.
Struggles And Overcame
East End Food plc has had its early struggle to start up, Tony Deep, at the age of 18 wanted a small loan from the bank, and unfortunately they had refused. Saying “You have no history running a Business” (Kate Basset, Nov 2008. Nowadays they wish to have a loan with East End plc. His principle was “don’t buy what you…...

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