Pearse Software Services Ltd (PSSL) is a small IT support company. It was founded by three former public servants with backgrounds in finance (Margarita), customer service (Paul) and IT (Richard) and initially it targeted public sector organisations to build its customer base. It provides deskside (on client site) IT support and service desk (off client site) solutions whereby PSSL takes responsibility, under a Service Level Agreement (SLA), for managing a clients IT network. The service desk consists of a call centre style service for client staff to report incidents or make requests for resources. It uses an industry standard third party software product to manage the day to day running of its service, logging and managing service calls through to resolution. This is augmented by the skill and knowledge of its personnel as well as its organizational and management capabilities. Over the course of five years since its foundation, PSSL has grown in size and now has 35 staff, 25 of whom are support personnel who work directly for clients, often on the clients premises. While some staff are permanent employees, most are working on fixed term contracts matching the companys contracts with clients. It has a target of organically growing the business by 10% annually. Since its foundation, it has also developed a particular expertise in network and cyber security, building relationships with key software suppliers and other specialist companies in this area, resulting in a new line of business focused on security. Although it offered higher margins, it was a niche business for the company, generating 20% of annual turnover with a client base comprising blue chip private sector and some very large public sector organisations. Because of the higher margins, this line of business contributed 30% of annual profits and involved five staff members on a full time basis, including the founding IT expert, Richard. They designed secure networks and data protection processes, conducted audits on network and data vulnerabilities and advised clients on risk management approach to cyber security. The staff involved built this side of the business largely through their own initiatives. They are highly qualified and hold appropriate certifications in network and cyber security, something that other staff in PSSL do not possess to the same extent. Competition in the deskside and service desk business has become more intense recently, with low cost providers entering the market, offering cheaper generic solutions. With the public sector having strict procurement rules that place a premium on cost, PSSL found itself often competing on cost, with downward pressure on its margins. This competitive situation is likely to persist in the future. Led by Richard, some in PSSL have now begun to consider if they should concentrate more on the network and cyber security business, especially in light of some high profile cyber attacks on public sector organisations and private companies. This line of business seemed to have the potential for growth and, with competition less intense and not focused primarily on price, the potential existed for higher margin business. However, not everyone is keen to move away from a tried and trusted core business, including Margarita, especially as the competitive landscape in the cyber security business was not yet clear. Paul is keen to ensure that he has the appropriate number and type of staff to fulfill client contracts, whatever the line of business. Equally, staff in the deskside and service desk business were becoming concerned about their future and were not happy about their prospects being diminished.

Task - Consider the following aspects: Customer base; PSSLs market position; Competition: consider using frameworks like SWOT analysis, PESTEL analysis, and Porter's Five Forces to assess the internal and external factors affecting the business. can it be written in a way that is as a report please