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A Comprehensive Analysis of the Creative Computing Industry in Southwest UK: The Case of Yellow Dog
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This visualization provides the idea about the South Western creative industries and also focuses on a case study company termed "Yellow Dog". In this assessment, a macro-level analysis of the southwestern industries which are operating in the field of the creative computing field is discussed virtually. this visualization also provides ab effective idea about the micro-level analysis of the company which has been chosen as the case study company for the completion of the assessment in the most effective manner. This visualization is developed in the form of the infographic which represents several images and charts relevant to the discussion conducted in the assessment below. The organization chosen operates in the creative computing field and different types of sources are used for gathering the accurate form of data. Both primary and secondary sources of data are used for gathering the most effective and valuable information related to the industry and the organization.
Macro-level analysis of Southwestern industries operating in the creative computing field
The macro-level analysis of the industries operating in the southwestern region of the UK especially in the field of creative computing. The southwestern creative technology network is an effective project which has been developed with the help of the government and organizations operating in the field of computer and networking across the organizations in the southwestern region of the UK.
The scale of southwestern industries
The industries which are operating in the field of creative computing and network technologies are observing that the recent hike in the use of digital technology has been very effective for the organizations operating in this field. The industries working in the creative computing field and technological section are constituting a huge project which is priced at 6.5 million Euros. Almost 550 organizations are operating in this field of computing and technology at the entry, medium, senior and experience level (www.swctn.org.uk, 2021).
The economic impact of the region
The southwestern region of the United Kingdom is considered to be one of the largest geographical regions for the industries operating in the computing and digital innovation field. The southwestern region is comprised of almost 5.57 million people residing there as calculated in the year 2018 (www.hithorizons.com, 2021). This region is considered to provide a very high addition to the GDP of the country and it represents almost 7.1% of the total GDP of the UK. It was calculated that in the year 2017 the southwestern region of the country generated almost € 167.8 billion (www.hithorizons.com, 2021). It is observed that in the UK construction, manufacturing, services, and tourism are the sectors that contribute to the GDP of the UK the most. The use of computing technology in all these sectors has become very prominent and this is the reason the creative computing field is expanding effectively in these regions.
Fields the companies are operating in southwest
There are various filed in which the companies are operating, especially in this region of the country the organizations are observed operating specifically in the digital technology sector which is one of the fast-growing sectors in this region (www.ec.europa.eu, 2021). The increase in the use of digital technology in almost every sector is making the organizations invest more time and workforce for improving the offerings. The companies are operating in the animation and tech support sections as well. the increase in the availability and usage of various technological devices has increased the need for support and this is the reason the organizations are switching towards the tech field.
Size of the companies in the region
South West region is ranked 6th in all the 12 regions of the UK and the number of companies which are operating in this region is 6.4% of the total number of companies operating in the whole country. 503,708 is the exact size of the companies which are operating in this region of the country. It is also observed that 15.4% of the total business in this region is related to computing technology and science and development which indicates the huge amount of interest of the companies in this creative field. 16,763 organizations are operating in the field of information technology activities and 7930 companies are operating in the field of computing and information technology services (www.hithorizons.com, 2021).
Growth rates of the region
The southwest region of the country is considered to be one of the strongest and innovative parts of the country in recent times. It is also observed that the unemployment rate of the southwestern region is very much less than the other part of the UK or it can also be considered that the unemployment rate of the southwest region is less than the whole UK which indicates that the number of skilled and knowledgeable workers available in this part of the country. Therefore, the organizations operating especially in the field of creative computing and innovation can gain the required amount workers which can help them to excel in their way of approaching the business. The high-technology manufacturing and the knowledge-based operations all are carried out using creative computing techniques and this is the reason the organizations operating in this field are observing better growth opportunities in the southwestern regions. The growth rate of this industry has increased from 0.8% to 1.5%-2% in the last year which indicates the enhancement of the industries operating in the southwestern region (www.ons.gov.uk, 2018).
National and international reach
The organizations which are operating in the creative computing and innovation sector can have better opportunities for expanding their businesses. The southwest region is the largest aerospace cluster of the UK and this is the reason it provides the organization with greater connectivity with the organizations operating in the national field. For enhancing the national reach from south west to other parts of the UK, the "M4 corridor" has been developed which will connect the other cities and regions to the southwester region and increase their business reach. Digital technology, high value, and high energy systems are some of the areas where the usage of creative computing has provided the industries with the extended reach among the national industries. Advanced engineering is one of the main reasons which connects the creative computing industry of the southwest region of the UK with the other international countries (www.swctn.org.uk, 2021). The usage of creative computing has been very helpful in developing the busiest airport for the southwest region and it has become the busiest international hub for other multinationals in recent times.
Business approach
The organizations which are operating in the southwestern region use the "local enterprise partnership (LEP)" as their business approach. The industries which are operating in this region are observed using the LEP as it plays the most important role in deciding the local economic priorities and helps the organizations to develop job opportunities as well as the development of an economically strong region. Therefore, the local industrial strategy and business approach of the organization in the southwestern region of the UK is LEP.
Micro-level analysis of “Yellow Dog”
Yellow Dog is a creative computing and innovative support service organization whose headquarter is situated in Bristol, UK. The organization is based in the southwest region of the United Kingdom and is famous for scaling, controlling, and optimizing the workloads of other organizations with the help of their innovative and creative computing approach (www.yellowdog.co, 2021). Yellow Dog is an organization which had been able to provide their clients with the award-winning cloud solutions and support for the high-tech animation. For example, in recent times Yellow Dog was contracted by Rise FX which is one of the leading studios in Europe (www.yellowdog.co, 2021). The studio observed that they are getting packed up with a huge amount of data and their hybrid cloud is not providing them with the required amount of the solution. This is one of the main reasons Rise FX chose Yellow Dog for handling their project and provide them with the most effective hybrid-cloud solution.
Micro-level analysis of an organization provides the idea about the micro factors which can affect the business of the organization and affects the decision-making of the company as well (Cascio, 2019). Porter's five forces model is an effective tool that can be used for analyzing the micro factors which can affect the business operations of the Yellow Dog in the southwestern region. The following are the factors that will help to analyze the micro-environment effectively.
Competitive rivalry
There are several organizations which are working on hybrid clouds and providing the customers with the required amount of supports but Yellow Dog is very much different than the others as they provide their customers with not only hybrid cloud solution but they also provide them with the huge amount of cloud support for the high-tech animation and this is the reason the prime customers of the organization are the movie and web series making studios (Bruijl, 2018). Another uniqueness is the workload prediction and grid efficiency matrix which is developed by the organization for its customer and this is the reason there is less competitive rivalry for Yellow Dog in the market (www.yellowdog.co, 2021).
Supplier power
The power of the suppliers is measured with the ease through which the suppliers increase their prices and due to this, the organizations face various pricing issues. The increase in the power of the suppliers is due to the uniqueness in the constituent which they supply to the organization. In this case, Yellow Dog is an organization that is working in the creative computing field and this is the reason they require very less materials from the suppliers which reduce the power of the suppliers and gives the organization with better options to control their price in the market.
Buyer power
It is observed that most of the clients of Yellow Dog are animation, film, and web series-making studios as well as management and project handling organizations. It is also observed that when Yellow Dog approached a more savvy organization they failed to keep the prices at the level which they want but the increase in the number of customers for the organization has provided them with the opportunity to keep the power under control and maintain the pricing strategy of the organization effectively.
Threat of substitution
Some organizations present a threat to Yellow Dog's business approach as they provide unique software and cloud support to their customers and various organizations outsource their data storage and managing system which is one of the most effective substitutes for the Yellow Dog in the market. To avoid the impact of the substitutes, Yellow Dog provides workload managing services to the customers which is very effective due to the lack of substitutes available for this as well as they provide the products at a much cheaper rate (Adelakun, 2020).
The threat of new entry
The threat of new entry has always been a point of look after for every organization. To maintain the distance from this threat Yellow Dog has decided to provide its customers with the additional support of efficiency management and grid support to the clients for maintaining their loyalty level with the organization. Customer loyalty is one of the biggest reasons for resolving the threat of new entry into the market.
Conclusion
This visualization provides the idea about the southwest creative computing industries and the case study of an organization operating in the creative computing field. Yellow Dog is the chosen organization for this visualization. It concludes that the use of the best form of strategies for the organization to keep the customers attracted towards the products and services of the organization. This visualization provides a brief idea about the macro-level analysis of the creative computing industry and the micro-level analysis of the Yellow Dog with the help of porter's five-factor model.
References
- Adelakun, A., 2020. Should Porters Five Forces have value in Businesses today. Computing for Business (BSC) Aston University Birmingham.
- Bruijl, G.H.T., 2018. The relevance of Porter's five forces in today's innovative and changing business environment. Available at SSRN 3192207.
- Cascio, W.F., 2019. Training trends: Macro, micro, and policy issues. Human Resource Management Review, 29(2), pp.284-297.
- www.hithorizons.com, 2021. Statistics of companies in UK. Retrieved from https://www.hithorizons.com/uk/companies/stats-and-charts/south-west#:~:text=Number%20of%20companies%20in%20region,in%20the%20number%20of%20companies. [Accessed on 18th April 2021]
- www.ons.gov.uk, 2018. GDP in the south west. Retrieved from https://www.ons.gov.uk/economy/grossdomesticproductgdp/bulletins/gdpsouthwest/octobertodecember2018 [Accessed on 18th April 2021]
- www.swctn.org.uk, 2021. South West Creative Technology Network. Retrieved from https://www.swctn.org.uk/about/ [Accessed on 18th April 2021]
- www.yellowdog.co, 2021. About. Retrieved from https://yellowdog.co/about/ [Accessed on 18th April 2021]
- www.yellowdog.co, 2021. Case studies. Retrieved from https://yellowdog.co/case_studies/ [Accessed on 18th April 2021]
